Integrated Marketing Communication Plan for Marks and Spencer

This report presents an integrated marketing communication plan for Marks and Spencer to launch a new brand proposition for a segmented student audience. It includes a SWOT and PESTLE analysis, communication plan, STP analysis, marketing mix, media plan, production plan, budget plan, evaluation proposals, and personal reflection on team plan development.

Integrated Marketing
Communication Plan

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing Communications Plan...........................................................................................1
Your Big Idea.........................................................................................................................1
Swot Analysis ........................................................................................................................2
Pestle Analysis .......................................................................................................................2
Communication Plan .............................................................................................................3
Smart Objectives....................................................................................................................3
Communication Plan..............................................................................................................4
STP Analysis..........................................................................................................................4
Marketing Mix........................................................................................................................4
Media Plan..............................................................................................................................5
Production Plan......................................................................................................................5
Budget Plan............................................................................................................................6
Evaluation Proposals..............................................................................................................6
Personal Reflection on team plan development.....................................................................6
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8

Executive Summary: The present report basically examines the introduction of the new
integrated marketing communications programme for the company “Marks and Spencer” who
are basically looking for launching a new brand proposition to a segmented student audience.
The present report will involves the various activities of communication for the purpose to carry
out the campaign in the effective manner.
INTRODUCTION
Marketing communications basically comprises of the media and the message that are
used by the different marketers for the purpose to establish communication. Integrated marketing
communications could be defined as the process which basically involves different elements
such as advertising, social media, advertising, public relations and various business development
principles. The organisation chosen for this report is “Marks and Spencer”. The company is a
British multinational retailer founded in the year 1884 and headquartered in London, England.
The present report basically focuses on the integrated marketing communications programme for
the purpose to create a brand for the segmented student audience. The report covers the big idea
of the company, development and the product service research, analysis and research of the
target audience, the proposals and the creative strategy, the marketing proposal, the budget plan,
media , production plan and the Evaluation proposals. Moreover, the report comprises of the
reflection and the personal role on the team plan development.
MAIN BODY
Marketing Communications Plan
Your Big Idea

In context to Marks and Spencer, the organisation's main objective is to basically target the
student audience. The organisation is focusing on spending more money on the quality clothing
and putting much emphasis on increasing product awareness and also brand awareness among
the segmented student audience. The company is also paying emphasis on changing the attitude
of the students towards buying clothes(Schultz, 2020).
Swot Analysis
In context to Marks and Spencer, it is basically a tool which really helps the organisation
to evaluate various factors in order to achieve the end result. The Swot analysis of the company
involves the various factors:
Strengths: In context to the organisation, the company always focuses on providing quality
products to the customers which supports the organisation in generating maximum profits and
revenue.
Weakness: In reference to the company, it is very important for the managers to work in an
effective manner which will really help and support in improving the capital.
Opportunities: For the organisation, it is very important to focus on innovation and
continuously developing new products which will help in generating more profits (Opresnik,
2018).
Threats: In context to the firm, the major threat is Technology Disruption and it is very
important for the organisation to invest in the technology factor.
Pestle Analysis
The Pestle Analysis is basically considered to be environment tool which really supports
the organisation in having deep understanding about the various external forces present in the
market. The multiple components in this framework involves the following:

Political Factor: It basically comprises of the different political laws which could affect the
performance of the organisation and the Brexit situation had an adverse effect on the company's
operations.
Economic Factor: In context to the retail sector, it has been adversely affected due to the
various economic factors and which really contributes in achieving sustainable growth in the
marketplace.
Social Factor: In context to the organisation, the company is providing the products as per the
desires and the needs. In addition to that, these social factors really helps in attainment of the
customer satisfaction in order to achieve the brand image of the company.
Technological Factor: In context to organisation, it is very important for the company to
implement new technology for the purpose to carry out technologies in a effective manner
(Rodríguez-Molina, Frías-Jamilena, Del Barrio-García and Castañeda-García, 2019).
Legal Factor: In context to the organisation, it is very significant to follow the legal regulations
and rules for the purpose to manage the operations in a effective manner.
Environmental Factor: In context to the organisation, the main objective is to reduce the
carbon footprint in a effective manner for the purpose to utilise the resources.
Communication Plan
Smart Objectives
Specific : In context to the company, the specific objective is to boost the sales by 10%.
Measurable : To measure the different KPI indicators for the maximisation of the profits.
Achievable: To achieve this objective within 5 months.
Relevant: To improve the profits of the company in the market place.
Time Bound: The objective could be achieved within 6 months.

Communication Plan
It is basically defined as the process which supports the company in communicating
effectively with the target audience. In relation to the organisation, the company is focusing on
offering clothing and targeting the students. It is very important for the company to use different
methods of advertising for the purpose to attract new customers. In context to the advertising, it
basically involves use of various social media platforms such as Instagram and Facebook for the
objective to achieve significant growth in the industry(Ferrell, Hartline and Hochstein, 2021).
STP Analysis
With the help of this model, it will support the company in offering the services and the
products to the target audience. In addition to that, it will help in boosting up the profits in the
company. The model of the Marks and Spencer is divided into the following components:
Segmentation: In context to the organisation, it will segment its audience in different categories
as per the needs of the customers and wants. In reference to the organisation, the company can
boost its overall profits and can offer the right clothing products as per the taste and preferences
of the students.
Targeting: At this stage, the company could target the audience who are interested in buying
their products. In case of Marks and Spencer, the managers of the company can formulate a plan
in which they are able to attract the various customers with the help of innovative campaigns.
The target audience will involve the age between 15 to 25 years (Blachetta and Kleinaltenkamp,
2018).
Positioning: In reference to this stage, the organisation focuses on understanding their market
position in the market. The company will focus on providing quality products to its customers
with the help of improving their market position in the industry.

Marketing Mix
The process of marketing mix basically comprises of all those factors which support the
organisation in successfully promoting the various commodities and products in the market. It
basically comprise of the different components in this framework mentioned below:
Price: In reference to Price, it is considered to be an essential component which supports the
company in attracting vast number of individuals. With the effective pricing policies, it will
really support the organisation in generating profits. In context to the company, the organisation
offers competitive prices of the products for the purpose to attract the various individuals and
focusing on boosting up the profits of the organisation (Richards and Marshall, 2019).
Product: In context to the organisation, the company provides various products in order to fulfil
the wants and needs of the company in an effective and efficient manner. The company also
focuses on providing high quality clothing products at affordable prices. It will also help the
brand to attract more and more customers.
Promotion: In context to the new digital area, the firm uses various promotional tools in order to
promote the products in a effective manner. The organisation is also using different digital
channels such as Facebook, Instagram etc. which contributes in maximisation of the profits. With
the support of various techniques of promotion, the company can create engaging content in
order to attract audience.
Place: At this stage, the company can distribute its products with the help of various channels
and can also provide its products both in the retail store and online platforms.
Media Plan
Media Planning is basically described as the process of identifying the various sources
which are used by the company for the purpose to promote the products in the market. In
reference to Marks and Spencer, the company uses different media channels in order to promote
the products (Sharma, Ahuja and Alavi, 2018).

Production Plan
It is basically described as the process for the purpose to develop the services or the
products. It generally covers the various aspects which are evaluated by the company. The
organisation always focuses on implementing the right type of technology and improving their
performance to satisfy the needs of the customers (Pandey, Nayal and Rathore, 2020).
Budget Plan
In any organisation, the budget is basically the estimation of the revenues and the
expenses over a specified future period of time. In context to budget planning, it is basically the
process of construction of the budget for the purpose to control the business operations. The
main objective of the budge plan is to reduce the risk in relation to the finances. It is basically the
process which helps the managers to manage the financial elements and the budget. The
company with the help of the budget plan can easily allocate the services or the products. In
context to the company, they can prepare the brief plan and allocate budget as per the different
tasks. With the help of setting the budget, it will provide the commodities at cheaper costs. It will
also help the company in gaining competitive advantage for the purpose to boost the sales. In
order to carry out the campaign, it will require 20000$ for the purpose to promote the product on
various media channels.
Evaluation Proposals
From the entire project plan, it can be evaluated that there are various requirements which
need to evaluated in a effective manner by the company. It also comprises of a detailed structure
which could help in providing new products to the customers in a successful manner. In context
to Marks and Spencer, the organisation can focus on boosting the sales through offering good
quality products to the customers.

Personal Reflection on team plan development
While working as a team, there were different approaches and strategies which are used
by the company for the purpose to manage the working in a effective manner. The main
objective was to carry out a sustainable and effective campaign through which the company can
attract the consumers and boost the overall revenues in the marketplace. Also, while I was
preparing for the campaign, there are different aspects which were important to be measured.
The plan which I developed helped me a lot in improving the capabilities and the skills of the
customers for the purpose to have effective growth and development in the future (Ndofirepi,
Farinloye and Mogaji, 2020).
CONCLUSION
From the above report, it can be concluded that communication plan plays a very
important role in process of strategies which supports the company in promoting the products to
the customers in the marketplace in a effective and efficient manner. In addition to that, the
report helps in deep understanding about the company's objective, its target audience, various
approaches and different strategies.

REFERENCES
Books and Journals
Blachetta, M. and Kleinaltenkamp, M., 2018. Dispersion of marketing activities in business-to-
business firms. Journal of Business & Industrial Marketing.
Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Marketing strategy. Cengage Learning.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa. In Understanding the higher education market in
Africa(pp. 241-262). Routledge.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Richards, M.B. and Marshall, S.W., 2019. Experiential learning theory in digital marketing
communication: Application and outcomes of the applied marketing & media education
norm (AMEN). Journal of Marketing Development and Competitiveness, 13(1), pp.86-98.
Rodríguez-Molina, M.A., Frías-Jamilena, D.M., Del Barrio-García, S. and Castañeda-García,
J.A., 2019. Destination brand equity-formation: Positioning by tourism type and message
consistency. Journal of Destination Marketing & Management, 12, pp.114-124.
Schultz, D.E., 2020. From Advertising to Integrated Marketing Communications. In A Reader in
Marketing Communications (pp. 10-40). Routledge.
Sharma, R., Ahuja, V. and Alavi, S., 2018. The future scope of netnography and social network
analysis in the field of marketing. Journal of internet commerce, 17(1), pp.26-45.