Introduction to Marketing

This document provides an introduction to marketing, including key marketing processes and the application of the Ansoff matrix framework. It also covers the creation of a marketing campaign for Marks and Spencer, a multinational brand outlet. The document includes information on market penetration, market development, product development, and diversification strategies. It also discusses the marketing mix strategy and segmentation strategy of Marks and Spencer.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Demonstrate the understanding of key marketing processes.......................................................3
TASK 2............................................................................................................................................6
Application of Ansoff matrix framework....................................................................................6
TASK 3............................................................................................................................................8
Create marketing campaign.........................................................................................................8
Implementation plan for marketing campaign.............................................................................9
Ways by which marketing campaign can improve the current marketing strategies................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing encompasses the process that help to analyse the behaviour of customer and
gather the attention of prospects by carrying out significant innovation. It involve the extensive
market research based on which the product is developed and advertised to the target market. It
is the core functional area of an organisation that help to build as well as retain the interest of
customers. Additionally, marketing concept focuses to enhance the particular brand for which it
rest upon significant methods like traditional media which include print media such as magazine
and television. Along with that digital media like social media and creation of website to
promote the particular brand and its offerings helps to enormously expand the operations of
business (Buhler and Nufer, 2012). This determine the relevance of marketing campaign in order
to sustain the image of particular brand. For the better understanding of report Marks and
Spencer company has been selected which is the multinational brand outlet whose headquarter is
in United Kingdom. The company is specialised in making premium quality products like
clothing, food stuffs as well as home decoration items. This report cover topics like gaining deep
insights about the existing marketing strategies by using theory as well as model. Further, it is
compare with the competitors market to gain deep insights and gain the possibility of long term
competitive advantage. Along with that Ansoff matrix is applied based on which specific
strategy is suggested for M&S company to explicitly gain the advantage of market growth as
well as development. Further, marketing campaign is created for the respected company in order
to widen the reach and generate customer awareness are covered in the report.
TASK 1
Demonstrate the understanding of key marketing processes
Marketing strategy states the business overall action plans for performing activities in
order to reach to prospective target base and acquiring potential customer with the motive of
making sales and reaching to ultimate predetermined goals of organisation. Marketing strategies
made by managers of companies and they are dependent various factors such as size and nature
of entity, aims and objectives which entity wants to accomplish( Burgess and Steenkamp, 2013).
Therefore, every company has their unique and separate marketing strategies which are
formulated by keeping in mind all factors which are affecting the organisation.
Comparison of marketing strategy of Marks&Spencer and TESCO:

Marks&Spencer
It is a multinational retailer which is operating in several different products and offers
various products to customers. Therefore, Marks&Spencer makes different plans and opt various
methods for spreading awareness about their offerings. Marks&Spencer use different kind of
promotional tools such as social media, advertisements and marketing campaigns.
TESCO
The marketing strategy of TESCO aims at building and maintaining healthy and
trustworthy relationship with all shareholders (Chaffey and Bosomworth, 2012). Company is
focusing on marketing its offerings in public by effectively using advertisement as their
promotional handle and medium to reach to wider section of society.
Segmentation strategy of Marks&Spencer:
Segmentation is tool or technique which is used by organisation to categorise and divide
the marketplace into small groups according to their similar characteristics. Segmentation is done
and market is divided with a single motive of selecting an appropriate target market for the
company according to the products and services they offer in relation with fulfilling needs of
target market. Various segments by which it becomes easy for entity to set their targets are as
follows: Socio-demographic segmentation- This is a market segmentation methods which is
based on several factors such as age, gender and income. These different attributes of
demographic segmentation helps and assist the company in market research and attaining
better understanding of likes and dislikes of population. Psycho-graphic segmentation- This method of segmentation is used for the group in
which current and previous customers are studied and evaluated. This analysis of
customers is done on the basis of their traits, beliefs, values and lifestyles they prefer.
These characteristics of such individuals are observable and sometimes not observable
(Chaffey and Ellis-Chadwick, 2019).
 Behavioural segmentation- This segmentation technique is defined as a process of
separating the marketplace according to their buying behaviour. These behaviours have
various characteristic such as usage frequency, benefits needed and customer loyalty.
This segmentation method is used by Marks&Spencer for dividing their marketplace into
smaller group and targeting potential buyers in order to change them into customers.

Marketing Mix strategy of Marks&Spencer:
Marketing mix is a framework of different set of actions and tactics which are
undertaken by organisation and assist them to make effective promotional plan for their brand
and goods offered to public. Marketing mix tool earlier had only four elements that is Product,
Price, Place and Promotion, later on with changing market situations and due to dynamic nature
of marketplace three more elements are added which are People, Process and Physical Evidence.
All these seven factors helps Marks&Spencer managers to make effective marketing strategies
for their targeted population in order to spread word about their products and services. All these
factors are explained and evaluated below: Product- The product portfolio of Marks&Spencer is diversified as serving to different
sectors as it is retail chain brand. Marks&Spencer offers and deals in fashionable clothing
for men, women and kids, also the company sales home appliances, beauty products and
food items. This shows that Marks&Spencer deals in various products having huge
product lines (Crouch and Housden, 2012). Price- This factor stated about the pricing strategy which company is using to make sales
and tagging on their offerings. The pricing strategy of Marks&Spencer is medium to high
for all its garments which they are offering to people of different different age group and
gender. Other than clothing products, all goods are being sold on the basis of premium
pricing policy and high rates are charged targeting upper class individuals of the society. Place- It refers to the distribution channels and methods used by company to make sales
and earning revenue. Marks&Spencer has spread its marketplace and business operation
into international waters and in various places by serving to worldwide customers. The
company has established its operations overseas and has nearly 600 stores in UK. The
company has its presence in the whole world and easily accessible by all potential and
interested customers. Promotion- This refers to the promotional means and sources used by company for
promoting their goods and services. Marks&Spencer promotions is done through all
marketing mediums such as social media, advertisements, fashion magazines and
internet. The company can also make use of increasing digitalisation in order to make
better marketing advertisement which are more attractive and innovative in nature.

 People- It refers to the workforce which is employed and associated with the entity and
enables it to work and execute all strategies which are developed by management for
attaining all objectives. Marks&Spencer has huge employee base which are experts in
their fields. The company has over 1000 stores in over 50 countries and having a
employee base of around 83000 employees. Marks&Spencer follows a competitive
payment policy to retain its skilled and talented staff members. Also, management of
Marks&Spencer should provide training and development programs for their employees
to increase and update their knowledge and this factor also works as motivation for
personnels to stay longer in the organisation. Process- This component focuses on the ways and systems which is being followed by
organisation to perform their tasks and complete all activities(Proctor, 2014).
Marks&Spencer has its stores in diversified locations and present in all malls of urban
and sub urban areas. These stores are properly maintained and beautifully designed by
professionals by keeping in mind the ease and comfort of customers who are visiting their
stores. They have separated their products in floors in which mostly the ground floor is
for home appliances and accessories. In each section there are sub-sections for women,
men and kids, this makes their stores attractive from other competitors stores and attracts
more people.
 Physical Evidence- This is the last element of marketing mix strategy which represents
and states about the presence of the company and its actions in marketplace.
Marks&Spencer has around 1000 stores around the world as mentioned above these
stores works as the biggest presence and evidence for the company. Also, the logo which
is used by them on the shopping bags in which they pack goods which are bought by the
buyers. All these different actions which company perform works as physical evidence
for Marks&Spencer.
TASK 2
Application of Ansoff matrix framework
Ansoff matrix is the prominent framework which is prepared to conduct the marketing
planning and look out the untapped opportunity required to expand the size of business.
Application of such model significantly help Marks and Spencer company to enhance the sales

of company by possibly selecting the significant strategy. This firmly expand the operations of
company either in terms of extending the product line or diversifying in new geographical
market. Explanation of different types of strategy are demonstrated below:
Market penetration: This is one of the basic and least risky strategies where firm have
the objective to penetrate within the existing market through existing offering. This is relatively
possible by lowering downing the prices of commodities without actually compromising the
quality of offerings. It further leads to widespread the market share of company that leads to
brand recognition by gaining the trust of customer towards the particular product. Further, to
exploit the opportunity of increase market share extensively efforts are made by the internal staff
of an organisation in order to compel the customer and convert first time buyer into loyal ones
(Iacobucci, 2013). This strategy can be applied by Marks and Spenser company by maintaining
the nominal prices of the food and non food items and widespread effectively within its home
market. Significantly, after a specific tenure the firm will be able to gain the advantage of its
economies of scale by generating immense revenue and serving the suitable market effectively.
Thus, it even helps to reduce the existence of competitive pressure.
Market development: As per this strategy the firm is pursuit to deal with customer by
expand its operations in the new geographical area. Usually the behaviour and preference of
customer in new market is similar to existing ones due to which company get the opportunity to
widen the footfall of company. By serving existing product in the new market relatively is bit
risky approach in comparison to the market penetration but it significantly helps to gain the
advantage of core competency. Such practices can be applied by above mentioned company
because it leads to the portfolio investment that is useful to compete the loss incurred in
particular market. Also the internal manager gets the opportunity to reach the prospects of new
geographical market which enhances the arena to operate the business successfully.
Product development: This is just opposite of the market development strategy as here
the firm come up with new product and target the product within existing market. This
strengthen the relationship of company with customer by leveraging the opportunity in terms of
developing the innovative product and effectively targeting to the existing customer. Although it
is risky strategy but if the company successfully build its trust within the particular geographical
market then it can relatively attract the customer (Deepak and Jeyakumar, 2019). In terms of the
M&S company can use this strategy in order to widen or expand the existing product range. This

substantially becomes easier for them to exploit the opportunity and cater the upcoming needs of
customer by focusing on diverse product range. Although at this stage the firm need to incur
huge investment but effectively secure the future market of company.
Diversification: As per this fourth strategy which is diversification the company deals in
new product by incorporating the operation within completely new market. This is the most risky
strategy because in case of decline or lack in understanding the customer behaviour the company
may have to bear negative circumstances. So in this case the manager of M&S company need to
analyse the external market effectively because it relatively helps to suitably diversify the
operations of firm. Most of the large companies uses this strategy in order to gain the advantage
of global recognition and decreases the competitive pressure effectively.
Therefore, on the basis of above strategies it has been evaluated that it is most profitable
for M&S company need to opt for product development strategy. This helps the company to
constantly come up with diverse range in order to stick the interest of customer. It further
reduces the chances
associated with switching of customer from one brand to the other. Thus, it has been
recommended for the respective company to constantly focuses to come up with wide variants
for diverse groups. Such strategy helps to fight against the rivalry pressure because their advance
category successfully meet the existing as well as potential demand of the customer. Hence, the
internal manager especially marketing department should identifying changing preferences of
customer and coordinate the same to operation department (Kuo and Rice, 2015). Hence, based
on this the offerings are effectively promoted amongst the target market in order to buy the new
and advance product.
TASK 3
Create marketing campaign
Marketing campaign is designed either for the product as well as services of company in
order to build the image of brands and attain the desired goal of company. The internal manager
of company widely rest upon the marketing campaign while introducing or launching completely
new product within the market (Malhotra and Malhotra, 2012). This involve the use of digital
media such as use of social media that helps to spread the awareness amongst the customer and
enhance the reach of product. In terms of the Marks and Spencer constantly anticipate the

changing requirement of customer as nowadays people prefer to lead healthy lifestyle. So the
company has come up with Fitness sports shoes that can be connected with electronic devices
and helps to examine the heart rate and count of footsteps. For this the company have extensively
used digital platform by specially focusing on the SEO, email marketing and social media in
order to spread the awareness of innovative product range. This can simultaneously help to
generate the brand awareness and enhance the conversion rate of Fitness shoes.
Segmentation: For the innovative product the company has segmented market on the
basis of demographical and behavioural segment. As per demographical segment the fitness
sports shoes are currently available for both men as well as women who belong to middle and
high income group. Similar, as per behavioural segmentation focus is given to the prospects who
are involve in different sports activity and gymnastic.
Targetting: M&S focuses on youth as well as adults of UK market in order to promote
their offering. For this the market campaign are specially designed to target the families and
individual that involve in certain kind of sports activity. This specially involve targetting the
market through Facebook.
Positioning: Constant advertisement relatively help to offer the deep insights about the
features of product. It successfully build the prominent position of sports shoes amongst
customer.
Implementation plan for marketing campaign
Explanation of the process that helps in the implementation of marketing campaign are
demonstrated below in steps:
Define the goal for campaign: Initially focus is given on the goal of campaign like
spread awareness or enhance the footfall of company (Palmer, 2012). Based on this the company
sets the performance indicator in terms to generate the leads and enhance customer engagement.
The primary focus of M&S is to is to spread the awareness for its fitness shoes.
Opt the communication channel: Based on goal respected company prominently
focuses on the social media which include both text as well as video designed to target the
customer who are directly involved in sports activities. Along with that SEO and email market
helps to gain wide detain about the offering.
Develop the promotion strategy: Here the digital marketer of M&S mainly give
attention to the message, design as well as content in order to reach out to the prospect. It explain

the relevance of product through test message as well as fitness videos that explain how the
prevailing workout is helping customer in terms to burn calorie.
Build content for landing page: To compel the customers to respond the landing page
of product is designed (Implementing Marketing Campaign, 2017). Once the landing page is
prepared the company with the helps of backlinks and advertisement can instigate the customer
to take the action successfully.
Distribute content: The content of the innovative product is distributed through various
platform such as email, search engine optimisation and social media (Pescher, Reichhart and
Spann, 2014). This favourably expand the reach of marketing campaign by launching the
product successfully.
Track success: On the continuous basis with the help of various tools like Google
analytics the company need to identify the result of market campaign. This clearly state the leads
or sales of company. Further, precautions need to made to attain the predetermined limit
successfully.
Ways by which marketing campaign can improve the current marketing strategies
Marketing campaign is used in order to promote and advertised the products and services
in order to build the reputation of company. Marketing campaign is used in improving the
current marketing strategy which is product development as it is useful in diversifying the
products which offered by company as per the interest of customer. This strategy is used in
reducing the chances of customer switching according to the interest of customer. For this, the
marketing department should identify the changing preferences and demands of customers. Here,
the market is targeted in order to promote the products. The need of marketing campaign is
analysed by the internal manager in order to introduce or launch its products in the market and
this campaign is performed by the marketer by conducting various camps or by promoting the
products at door to door according to the convenience of customers.
To organise the marketing campaign the objectives and goals are identified to conduct the
campaign and for this, needs and requirements are identified which is used improving the sales
and profitability. In these campaigns, digital media plays an important role as it helps in
spreading the awareness among the customers and useful in enhancing the reach of products. In
the context of company, they continuously make changes as per the requirements and need of
company according to the trends and lifestyle of company. At the time of launching its products,

target market is important as it helps in determining the area which needs to be considered while
introducing the products.
In terms of company, they launch fitness shoes and for this brand awareness is important
which is used in spreading the positive points of product and its usage benefits. In terms of
targeted segment, Marks & Spencer target both men and women who belongs to middle and
upper middle class customers and also focus on the behaviour of customers(Smith and Zook,
2012).. Moreover, company target the youth who are health and fitness conscious and more
involve in the fitness activities. Marketing campaign improves the promotion and advertisement
method and also it is one of them as for this, social media plays an important role as because of
this it helps in reaching the more and more group of customers. It also defines the accuracy of
product by sending message to their respective customers and making fitness videos. As these
videos are made and designed in order to target the market.
CONCLUSION
From the above report it has been determined that marketing is the fundamental part of an
organisation that constantly help to identify the changing trend and preferences of customer.
Based on this the strategy is formulated which is the driving factor and leads to sustainable
development. Marketing portfolio helps to gain the deep insights about the company as well as
market place it serve. Generation of such data is the leading factor that helps to engage the
internal and external stakeholders which finally leads to the competitive advantage. Moreover,
Ansoff matrix involve various strategy that is applied by company with the objective to develop
the suitable strategy and attain future growth as well as development. Thus, on the basis of
investigation the company build the marketing campaign especially through social media in
order to compel the customer to become buyer. Therefore, this successfully helps to fulfil the
objective of an organisation.

REFERENCES
Books and Journal
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Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Iacobucci, D., 2013. Marketing models: multivariate statistics and marketing analytics. Mason,
OH: South-Western.
Kuo, A. and Rice, D. H., 2015. The impact of perceptual congruence on the effectiveness of
cause-related marketing campaigns. Journal of Consumer Psychology. 25(1). pp.78-88
Malhotra, N. K. and Malhotra, N. K., 2012. Basic marketing research: Integration of social
media. Boston: Pearson.
Palmer, A., 2012. Introduction to marketing: theory and practice. Oxford University Press.
Pescher, C., Reichhart, P. and Spann, M., 2014. Consumer decision-making processes in mobile
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Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
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Online
Implementing Marketing Campaign. 2017. [Online]. Available
through:<http://www.dowitcherdesigns.com/implementing-your-2017-marketing-
campaign/>