Marketing Communication Mix for Desklib

This presentation discusses the marketing communication mix for Desklib, an online library for study material. It covers the definition of marketing communication, the 4Ps of marketing mix, and the activities of the marketing communication mix. The presentation also includes practical examples of Desklib's marketing communication mix and its benefits. Additionally, it explains the linear and Schramm's model of communication. The presentation is part of the Communication for Professionals module.

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Welcome to our
Presentation
Module: Communication for Professionals
Module Code:
Presentation Title: Marketing Communication Mix

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Introduction
 Aim: (What is the main purpose of your
presentation?)
 Objectives: (What are the areas to cover?)
1.
2.
3.
 Brief Overview of Marks and Spencer:
(See explanation 1)

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Marketing Communication?
 What is Marketing?
 What is marketing communication?
Explain each concept and to include a definition / or
quotation where possible. (To include Harvard Referencing)
(See explanation 2)

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Marketing Communication Mix for
Organisations
 Commence by explaining the marketing mix (4
P’s)
 Why is the marketing mix an important tool to
an organisation?
(See explanation 3)

Promotional Mix
Promotional Mix
Advertising
Public
Relations
Sales
Promotion
Personal
Selling
Direct
Mail
Internet /
E-commerce
:
(See explanation 4)
Activities of Marketing
Communication Mix

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Examples of Marks and Spencer’s
Marketing Communication Mix in ACTION
Refer back to the communication mix model and to
select at least one method. Discuss and demonstrate
how your chosen organisation promote their: -
Brand, or a product / or a service
Discuss the effectiveness of the method (verbally)
We would like to see practical examples for this
section – creativity would be an advantage
(See explanation 5)

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Benefits of Marketing Communication
Mix for Marks and Spencer
For example: -
1.To make the consumer aware
2.To inform the consumer
3.To educate the consumer
4.To excite the consumer
5.To action the consumer to buy
6.To change the consumer’s perception
7.To improve the consumer’s loyalty
(Source: Schultz, Tannenbaum & Lauterborn, 1993)
(See explanation 6)
– How does the above examples benefit the overall organisation?
- Some data / chart would be useful in terms of the success of the organisaton

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How does Marks and Spencer fulfil
its Marketing Communications?
To include a communication model
 Linear model of communication / Schramm’s model
 Demonstrate the model in action
– E.g., refer to 1 of your chosen organisation product / or
service.
(See explanation 7)
- Justify why businesses use the communication model

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Conclusion
 Make recommendations
 Conclusion
(See explanation 8)

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References
Business Faculty (2022) Foundation Degree, Communication for Professionals. Lecture:
communication process. Birmingham. Fairfield School of Business.
Schultz, D., Tannenbaum, S., Lauterborn, R. (1993) Integrated Marketing Communications:
Pulling it together & making it work. Illinois: NTC Business Books

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Thank You
Any Questions?

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Explanation 1: (Slide 2) Overview of Marks and Spencer
Marketing refers to the process of promoting and selling of goods or
services to attract the targeted audience. It helps in better understanding
by communicating and provide them valuable offerings so that their needs
can be satisfied. The main purpose of marketing is to identify the needs of
the customers and develop offerings accordingly so as to profits can be
earned. In this presentation, Mark and Spencer is taken into consideration
which is a multinational retailer with headquartered in London,UK. It
involves in the business of selling clothes, home products and food products
as well. The presentation will discuss about the marketing communication
and marketing communication mix in context to the organisation. Further, it
will explain the activities and benefits of communication mix and also relate
to Mark and Spencer. In addition to this, it will states the communication
process by using linear model and schamm's model and also relate it to the
company.

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Explanation 2: (Slide 3) What is Marketing Communication?
Marketing communication refers to the message that is conveyed
by the marketers to reach to the targeted audience. The
company can use any medium of communication such as
conventional advertisement, direct marketing, social media
marketing, presentation and sponsorships. Therefore the
marketers uses different tools to create the brand awarenesses
among the potential customers.

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Explanation 3: (Slide 4) Marketing Communication Mix for
Organisations
Marketing communication mix refers to the methods or tools used by an
organisation to promote its products to the targeted customers. Therefore,
to explain the concept of marketing communication mix with their
elements, the 4ps of marketing mix has been discusses in context to Mark
and Spencer which are as under:
Product: It refers to the items which are designed by a company in
order to satisfy the needs of the customers. In relation to Mark and Spencer,
it has good product portfolio which covers items for all age group such as
men, women and kids and diversified into many varieties. It may includes
home products, beauty products, food products, furniture and so on.
Price: It refers to the amount which consumers are willing to pay
for a particular products. In relation to Mark and Spencer, it follows
competitive pricing strategy for its products portfolio but during the
seasonal times it follows dynamic pricing strategy and offers more
discounts to pull in customers. Apart from this, it also sale old stock for

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Continue…
Place: It refers to the area where the products are distributed in the
marketplaces to the retailer so that the products are available to each customers. With
reference to Mark and Spencer, it has good presence in the international market and
has 1000 stores in more than 50 countries where customer are easily reachable to
their products. Further, it offers the products through its websites with various offers.
Promotion: It refers to an activity where offerings are sold to the customers by
making public relation through various means such as advertisements, mobile ads and
so on. In relation to Mark and Spencer, it uses all medium of communication to convey
the message such as print media, TV ads, social media campaign, mobile ads and so
on.
Thus, an organisation can use marketing mix in order to promote its brand in
the marketplace and get more customer so that the profit and sales of the company
can be increased.

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Explanation 4: (Slide 5) Activities of Communication Mix
There are some elements of marketing communication mix which help an
organisation to influence more customers and make them loyal by enhancing their
experiences. Therefore, the activities in respect to Mark and Spencer are described
as under:
Advertisement: It is an indirect and paid method used by the marketers
to spread awareness about their goods and services among the customers. In
relation to Mark and Spencer, the message can be conveyed through TV, radio,
print media, online websites and so on. Therefore, a business concern can
communicate easily to the costumes by using these methods.
Personal selling: It is a conventional method of marketing
communication where the sale persons directly approach to the customers and
convince them to opt for their products. With reference to Mark and Spencer, it is a
well known brand and popular among the customers but it may use this method by
using email and text message to convenience the customers to buy their products.

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Continuation of Explanation 4: (Slide 5) Activities of Communication Mix
Sales promotions: The company can use this method to attract the
customers by offering them various discounts and provide them incentive to
persuade them to initiate the purchase of goods and services. In context to Mark and
Spencer, it may influence its existing customers and potential customers by offering
additional benefits such as payback, buy one get one free, discounts and many
more.
Public relation: This is a tool which is used by an organisation through
spreading news among the public and so that they communicate each other about
the products. In relation to Mark and Spencer, it performs various social activities to
create the positive brand image in the market. It activities may involves the
constructing of public convenience, organizing blood donation camp, trees plantation
and so on. Therefore, all these moves help the company to enhance the public
relation.

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Explanation 5: (slide 6)
Direct marketing or internet marketing: The company uses various
medium of communication to get the more customers and digital marketing is
currently used by the marketers to persuade the potential customers. In relation
to Mark and Spencer, it uses emails, fax, mobile phones and many ore to interact
with the people and also help in disseminating the information so that the
customers get attract with the offers.
Interactive marketing: This is a good source of marketing where
company directly interact with the customers and resolve their queries by online
mode. In context to Mark and Spencer, it also uses this method so that the
experienced of the customers can be enhanced and make them loyal for the
company.
Thus, the company can adopt these activities to disseminate the
information about the products so as to attract the consumers.

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Explanation 6: (Slide 7) Benefits of Marketing Communication Mix for
Marks and Spencer
Marketing communication is significant way which assist the marketers
to spread the words about the products to the customers. With reference to
Mark and Spencer, there are many benefits of marketing communication mix
which are depicted as under:
Building and maintaining relationship: An effective communication
helps in building and maintaining strong relationship with the customers. The
marketers needs good interpersonal skills in order to make long term
relationship with the stakeholders. In relation to Mark and Spencer, the
marketers are needed to make emotional connection with the clients and make
them feel more valuable so that the customers become loyal to a business
concern. Therefore, a good communication provide assistance to an organisation
to get loyal customers which make the company able to get more profitability
and increase value for their brand.

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Continue….
Customers are better informed: Communication is a good source of
make the public aware regarding their products and attracts them towards the
products. In context to Mark and Spencer, it, with the help of marketing, becomes
able to know the wants of the potential customers and strive to provide them
better goods in order to enhance their experience. The customers can collect the
information through any means such as social media, websites and direct on the
internet. Thus, the customers can be informed through any mode of
communication which that are attracted towards the offering of a concern.
Facilitated innovation: Communication help a company in knowing the
different perspectives of the people which assist in bringing innovative products
because innovation is an important tool of marketing process. In context to Mark
and Spencer, the innovative products provide tough competition in the industry
as the concerns strive to be more creative in order to provide their better services

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Continue…
Enhance transparency: In relation to Mark and Spencer, an effective
communication provide grater transparency among the employees, customers and
company because it helps in understanding the ideas and perspective of the people
regarding the products. So, communication helps in exchanging information
through an effective medium of exchange.
Overcome market obstacles: There are many challenges which an
organisation have to face that involves language barrier, culture barrier and so on
which create obstacle in the process of marketing. Thus an efficient way of sharing
information reduce the hindrances in the process of marketing. Therefore, a
marketer should have good communicational skills so that it can approach to the
targeted audiences.
Establish professionalism: A professional relationship is require between
the customers and an organisation and it can be done by using professional
language with great interpersonal skills while dealing with the targeted audience.

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Explanation 7: (Slide 8) Linear Model / Schramm’s model of Communication
The linear communication model explains the process of communication whereby a
sender sends a message to the receiver to take up it. It is a straight forward
communication used by the business to communicate with the customers which
involves marketing, sales and public relation. The required components of the linear
communication are as follows:
 Sender: A sender is a person who transmit message to the receive after encoding.
 Encoding: It is the process of converting message into the codes so that the
receiver may be able to understand the information.
 Decoding: It is the process of converting the encoded message into
understandable language by the receiver.
 Message: It is the information send by the sender to the receiver.
 Channel: It is the medium through which the message is sent.
 Receiver: He or she is a person who gets the information.
 Noise: It is an interruption which are cause while communicating the message.

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Explanation 8: (Slide 9) Recommendations and Conclusions)
Schramm's model of communication.
This model explains the process of two way communication where both the
sender and receiver communicate by sending and receiving message. There are
some components of Schramm's model which are depicted as under:
 Sender: A sender is a person who sends message to the receiver.
 Encoder: He/She is a person who convert message into codes in order
to communicate ideas to the receiver.
 Decoder: He/She is a person who get the encoded message which is
sent by the sender and convert the message into an understandable language.
The required skills for decoding are effective listening skills , reading skills and
so on.
 Interpreter: He/She is a person who analyse the message to interpret
in a proper way with great skills.

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Continue…
 Receiver: He/She is a person who receive the message from the
sender and decode it in his/her language.
 Message: A message is an information send by the sender to
the receiver.
 Feedback: It is the process where the receiver informs the
sender about the received information.
 Medium: Medium is the channel to communicate the
information.
 Noise: It is an interference or interruption caused during the
process of communication.

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Recommendation
It has been recommended that the Schramm's model is better
than the Linear model because it is a two way communication which
help in understanding the message and changing of situation. It also
show repetitiveness as an essential part and assume communication to
be circular in nature. The two way communication involves feedback
which acknowledge the sender that the message is received by the
receiver.

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CONCLUSION
From the above discussion, it has been concluded that the marketing
communication help an organisation to inseminate the information among
the public so that they can be persuade towards the products and services of
a company. The presentation has discussed about the elements of the
marketing mix which help a business concern in finding out the best strategy
for its products. Further, the activities of the communication marketing mix
has been discussed which assist in promoting the bran of a company through
advertisement, personal selling, direct marketing and various other activities.
In addition to this, it has explained the benefits of marketing communication
which assist in building and maintaining a good relation with the customers
and an effective way of informing them. It also discussed the communication
process with the help of linear model and schramm's model.

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Spivakovskyy and et. al., 2022. Designing online communication mix for machinery
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pp.166-185.

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Thank you