Introduction to Marketing

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.