Market Communication Plan for Marks and Spencer

REPORT

Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
THE BIG IDEA..........................................................................................................................3
PRODUCT-SERVICE RESEARCH AND DEVELOPMENT..................................................4
TARGET AUDIENCE RESEARCH AND ANALYSIS...........................................................4
CREATIVE STRATEGY AND PROPOSALS..........................................................................6
MARKETING MIX PROPOSALS............................................................................................6
MEDIA PLAN............................................................................................................................7
PRODUCTION PLAN...............................................................................................................7
BUDGET PLAN.........................................................................................................................7
EVALUATION PROPOSALS...................................................................................................8
INDIVIDUAL ROLE AND PERSONAL REFLECTION.........................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

EXECUTIVE SUMMARY
The report involves the market communication plan which is prepared for Marks and
Spencer. The company is planning to launch gaming technology for the students which will
increase the target audience of the business. The organisation is currently focusing on
formulation of plan which helps in introducing a new brand in the market. The company has
used various researches in order to analyse the needs and demands of the customer's. Various
plans like production plan, budget plan and evaluation plan have also been made in order to
formulate a proper plan for the new brand. Both the micro and macro environment of the
business are also analysed for effective planning and proper implementation of plans. The report
has also included a personal reflection which will focus on effectiveness of team plan and
performance and also analyses my performance in the plan.
INTRODUCTION
Market communication can be defined as a system where marketers use to communicate
their messages and ideas to the target customers. It builds a connection between the company and
the audience. It helps the business in providing useful information regarding the products and
services in the market. This report will be on Marks and Spencer, which is a British multinational
company which deals in retail business. The company was founded by Michael Marks and
Thomas Spencer in the year 1884. A marketing communication plan will be discussed in the
report (Lazarević-Moravčević, and et. Al, 2021). The report also includes a reflection on
personal objectives for achieving the targets and goals.
MAIN BODY
THE BIG IDEA
Marks and Spencer wants to launch a new brand in the market in order to cater the needs of
students. The idea is to prepare a gaming software which will make the student relate with the
business. The company is preparing various policies to properly implement its idea. Launching
this brand in the market will give company an competitive advantage which will help in
strengthening its position in the industry (Szydlowska, 2020).

PRODUCT-SERVICE RESEARCH AND DEVELOPMENT
Market research helps the company in maintaining a customer centric approach. Marks and
Spencer used various methods in conducting the research such as market surveys, field trails and
focus groups. The aim of the research was to find out the needs and requirements of the markets
for launching the new product. It was observed that there is a huge demand of technological
innovations in the market. This analysis will help in preparing the essential policies of the
company (Mooi, Sarstedt, And Mooi-Reci, 2018).
TARGET AUDIENCE RESEARCH AND ANALYSIS
BRAND
A particular product manufactured by a particular company. A brand is basically a
business concept which assists people in identifying a company or a product. brand is the image
of company in consumers mind. Some of the function of the brand are :-
 Promoting
 Distinctiveness
 Consumer protection
 Consumer loyalty
 Protection of goods.
A brand comprises of name, logo, design, style, theme colour, tag-line etc. (Keller, and
Brexendorf, 2019).
BRAND AUDIT
Brand audit is basically a check up which analyses the position of the company in the
market. It is a study about brands strengths and weak points and how they can strengthen up it
more . Brand audit should cover up three areas which are external branding, internal branding,
and customer experience. The main purpose of the brand audit is analysing the weak areas in the
company and whether the efforts giving am effective outcome or not (Brandão, Sousa, and
Rodrigues, 2020).
4 P's of Marketing: