Marketing Communication Plan for Marks and Spencer

Marketing
communications

EXECUTIVE SUMMARY
Marketing communication planning is a process under which plan has been developed by the
business organisation in order to performing the function of communication with the target
market. Marketing communication help the marketers in presenting the products and services in
front of target customers in an effective and efficient manner. This report deals with the several
factors include in the marketing communication plan.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Brand Audit.................................................................................................................................1
The Marketing Communication Plan..........................................................................................2
Campaign Objectives..................................................................................................................2
Target Research/Target Audience...............................................................................................2
Creative Strategy.........................................................................................................................3
Marketing tools Mix Plan............................................................................................................3
Media Plan..................................................................................................................................4
Campaign Management Plan......................................................................................................4
Individual role and personal reflection.......................................................................................5
CONCLUSION................................................................................................................................6
References:.......................................................................................................................................7

INTRODUCTION
Marketing communication is defined as the modes which are being adopted by the
business organisations for the purpose of conveying the information related to the product to the
target market. The major purpose of marketing communication planning is to knowing about the
process along with the tools which can be adopted for the purpose of attaining marketing goals
and objectives (Juska, 2021). There are several kinds of plans of marketing and communications
which are developed in the structure of hierarchy and divided among the operational and
strategic. The chosen organisation for this report is Marks and Spencer which is a British
multinational company dealing with clothing, food products and home products. Its headquarter
is located in London, England, United Kingdom. The purpose of this report is to develop a team
plan in order to make the communication planning more effective. In addition to this, it also
include the discussion of personal objectives which I will achieve through the development of
team plan related to communication plan.
TASK
Brand Audit
Brand is defined as the business and marketing concept which aids the people in
identifying a specific product, company or any individual. In simple words, it refers to the
collection of properties within and outside an offering which provide different identification and
make them different from other products (What Is a Brand Audit?, 2022). There are several
functions of brand and some of them include creation of brand loyalty, differentiating marketing,
improving sales of organisation, commanding the premium price and many more. It perform the
function of identifier, promiser, asset, set of perception and many more. Visual identity, brand
associations, brand purpose, brand promise, brand identity, brand personality, brand voice, brand
image are the several elements of brand.
Brand audit is defined as a process of evaluation which state the process how the
products are specific company are positioned in the market. It also state how the clients recalls
the brand and where the organisation is sitting in the market. The major purpose of brand audit is
to create strong brand as it help the business organisation in ascertaining the performance of
business in front of customers.
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