Marketing Strategies and Competitive Pricing

This assignment requires students to analyze marketing strategies used by Marks & Spencer (M&S) to attract youth and kids as customers. The company uses competitive pricing to compete with other retailers and offers special discounts to loyal customers. Additionally, the assignment touches on the concept of green marketing in India and its challenges.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
Roles and responsibilities of marketing.......................................................................................2
Role and Responsibilities of marketing in wider context:...........................................................4
Marketing Mix process of Marks and Spencer............................................................................5
TASK 2............................................................................................................................................7
Basic marketing plan...................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the activity, procure for creating and exchanging offers and identifying the
opportunities and developing the strategy. Marketing is the important role in business it depends
on four p's product, price, promotions, and place (Kotler, 2015). Marks & Spencer is also
adopted of these function also in order to promote the business in hence current position to the
company. In this report we mentions the roles and responsibilities of marketing department. In
this report we also discuss marketing plans. Without marketing plan we can't achieve the goal of
the marketing department so it is so important.
TASK 1
Roles and responsibilities of marketing
Marketing is the process of selling and purchasing good and services in the market and
providing the customer satisfaction. It directly deals with customer. Management is responsible
for identifying, anticipating and responsible for full fill the need of customers. The main motive
of marketing not only earning profit it includes to fulfil the demand of customers. Marketing play
a very important role in the organization it is establishing the relationship between customer and
organization. The marketing main role is defining the product and maintain g the qualities of
product. There are two method of marketing one is traditional method and other one is modern
method (Soliman, 2013). Traditional method is related only increasing the profitability of the
business. But the modern method main focus on customer need and fulfil the need of customer
and earn profit Marketing play vital role in the organization promote the business and
responsible of providing quality of product, promote brand, customer satisfaction, maintaining
the relationship with customer . Marketing refer to four p’s like product, price, place, promotion
these are the main role of marketing.
The responsibilities of the marketing department to providing better quality of product to the
customer. It is responsible for to increase the sales more and more. The marketing department is
responsible for new promotions means new innovation of product. It is necessary for customer
because customer need to something surprised every day and they want best offer as well as we
know customer perception more demanding with this . Marketing department responsible for

improving sales process and maintaining the relationship with customer. Marketing department
responsible for maintaining budgets and make a long term strategic. The main important thing is
that maintaining the position of the company related to the market and market companions. It is
must the competition to learn what’s going on market and what they do better for us or
identifying the mistakes and avoid.
Marks & Spencer is the British multinational company and selling cloths, home products
and luxury food product. Marks & Spencer follow 4’ PS in marketing mix strategies. Marks&
Spencer full focus on its product quality, place where it is sale and more demand its product,
promotion and price also. . Marks & Spencer maintaining the relationship with customer as well
as other country also. Marks & Spencer maintaining the relationship with public and improving
the qualities of product. Organization responsible for maintain its reputations. M&S is a business
to do responsible way (Wirtz, Tuzovic and Kuppelwieser, 2014). They are always take
responsible for high standard for selling and marketing the product. They approach following
some strategies like marketing, product advertisement, promotions and follow all the relevant
rule regulation and self-regulatory codes. They are always tries to attract the customer with
advertisement and never misbehave with customers. The main motive to providing customer
satisfaction and earn profitability. M&S Company always be fair and transparent, labelling their
product according to customer choice.
They always take responsible for children product under the follow BRC children’s wear
guidelines. They take responsibilities for drinking very seriously for example, drink signatories
to drink aware. They deciding how to sells their product and how will get good services .They
increase their distribution channel though media, public, transport, advertisement and
interconnected with whole world (Desselle, Zgarrick and Alston, 2016). They gathering the
information in the market and search market trend and competing product. They set a correct
price of the products and services. The goal of the M&S organization becomes to effectively
managing the product and its services. They always analysis situations which is find itself
identifying the need of the customer .They take better product development decision like how to
designing, how to producing the first unit. They implement all the strategies related to the market
and product mix. They always tries to attract the target customer to their product qualities and
services.

Marketing is very helpful in transfer, exchanging and replacing the good. Goods and
services is made customer, intermediaries through. Marketing is very help to producer and
customer. It is very help full to raising and maintaining the living standard of society (Dibb and
Simkin, 2013). The major marketing function is buying, selling, distributing, transporting and
customer satisfaction.
Role and Responsibilities of marketing in wider context:
Marketing is predominate role in company it helps to generating the revenue of the
company. It is process of providing the quality of product to the customer. Marketing help to
attract the customer they are ready to buy their product. It help to expand our business and
build-up relationship between customer and consumer (Morrison, 2013). Marketing is part of
every business without marketing we can't sell our product and services so it is very important.
Some of more effective ways of marketing like as a participating, involving, appealing in all the
social media networking. It is help full to observing the market demand and study market
competition. Marketing is form of thinking about the business terms of customer requirements
and their fulfilment. The term of marketing cover various activities it is related with selling
company products and services. Marketing bound not only direct consumer need it also help to
create consumer need (Gummesson, 2011). Product designed is also the form of marketing it
help the equal company's products and services to have knowledge of customers want. Marketing
departments of company attempt to get the attentions of target market by using the packaging
design, celebrity’s endorsement and media.
The main motive of marketing to sells their product and increasing the profitability,
increasing sale, market shares. Some crucial objective of marketing management as follow
making a demand, customer satisfaction, generating a profit and creation of good will and
maintaining company reputation. The main purpose of marketing management is to reach the
business objectives (Ebert And et.al., 2014). A business aim to achieve the goal of the
organization earning reasonable profit with customer satisfaction. Marketing is the process of
planning, implementations and controlling all the product programmes. Marketing refer to the
introduction of new product and increasing the production of existing product. Increasing the
capita income and full fill the demand of consumer.
Marketing is the long term strategies and forward looking more. Some tool and technique
are commonly used in term of marketing research method, environment scanning and future

research. Marketing define how to make a plan, how to sale, how to maintaining the relationship,
how to interact, how to take better decision on how to run business for long term and how to
maintaining image of the company (William, 2012). The most fruit full strategies are those
planed for long term. The main focus to achieve the target and then concrete next level. The
identification of company its product and brand name . Branding help to magnify the images of
business and make it more effectively. Marketing department work on forecast. They are given
certain amount of money for creating a new innovative ideas represent in the company and
product marketing help to improving the performance of the business (Wirtz and Lovelock,
2017). Marketing department is also responsible for organized some business events such as
exhibitions, seminars, sales conferences, project based events, research and development,
customer hospitality. Marketing is total depends on their four pillar product, price, promotion,
and place. These are the four p's it’s very important and valuable. Markting is the process of
selling and buying the product where it sale.
Marketing Mix process of Marks and Spencer
Product:
The portfolio of the products offered by the Marks and Spencer is wide and it covers
items for all the age groups whether for men, women and kids. For women Marks and Spencer
has a wide range of clothing product like Blazers, Jeans, Skirt, Cardigans and many more. Also
they have footwear sections which includes boots, loafers, sandals, heels, pumps etc. Bags and
accessories are also available for women including handbags, beach bags, sunglasses and
jewellery etc. and same for the men (Backman, Verbeke and Schulz, 2017). Marks and Spencer
also offers home accessories which includes furniture also and it also covers section of food as
well as wine section. Through their products they want to target the customers of all age groups
and genders and satisfy their need of quality brand clothing.
Price:
Marks and Spencer implements competitive pricing strategy in its pricing marketing mix
for the products. It has its own house brand in the range of clothing for all adults and kids as
well. The pricing of clothes is categorised from medium to high range due to its premium quality.
But still it opts competitive pricing strategies as nowadays customers have so much options and
choices to choose from. Their main competition is from the other strong brand image retailers
and online retailers too (Maritz, 2017). It also opts for the dynamic pricing strategy as it provides

different schemes such as discounts on products during the seasonal time with the dual pricing
strategy it is able to make profits at a good level.
Place:
Being an International Brand it has more than 1000 stores running in more than 50
countries .Major business of Marks and Spencer is running in UK as there are almost 850 stores
running successfully there. M&S has their own official website from where the customer can
directly purchase and gets home delivery. International delivery is also provided by them but in
limited products; customer can buy these products in their own home currency. More and more
countries are covered so that the it becomes a known brand identity of clothing in the eye of the
customer of every country (Shankar and et. al., 2011). As entity wanted to become a global brand
thus, it is opening its stores at more visible places so that more people get attracted towards the
location. It also provides online services to its customer that supports in achieving profit goal of
the business.
Promotion:
It is very important to choose the marketing strategies wisely as to operate the
advertisement campaign along with the digital marketing simultaneously and further the
strategies for store also. It uses all medium of communication to communicate the same message
all over. It also uses its official website for the brand promotion. Even fashion tips are also
provided to the customers through their blogs. Marks and Spencer also supports their loyal
customers by providing those sales on the seasonal aspects by giving them special discounts thus
gaining their loyalty program (Sherwood and Pollard, 2017). Promoting is done at an immense
level because presence of other strong brand clothing makes the competition tougher to survive
in the national as well global market but effective social media tools and strong advertisement
strategies help the organization in promoting its brand globally and gaining competitive
advantage.
People:
The company has a competitive payment policy to sustain the employees. Employees not
only paid the basic salary but also gets reward on the basis of their performance which boost the
motivation level of the employees to perform more and more and deliver a good service to the
customers thus gaining them. The company not only provides the rewards, it is also giving
benefits like pension, life insurance schemes, and health insurance schemes to the employees.

Flexible working hours feature is also available to the employees to provide support for the
employees who are parents and youngsters who wants to develop their career elsewhere (Shin,
2012). Employees are the important part and it is important to retain them therefore new
strategies are formed to provide them satisfaction so that they can provide quality output to
consumers. That will raise confidence of the people and their trust will be build up. This supports
marks and Spencer in raising its profitability and productivities significantly.
Process:
Marks and Spencer stores have division of floors for sections which are separately kept
for men, women and children, and also for the home accessories and other gifts and flowers
section. Customers can choose whatever they want to buy and can pay the bills at the counter.
The customer can claim rewards if they have special cards provided by Marks and Spencer as a
loyalty program. Systematic work makes the life easy and time effective .So, the process is
always kept in concern as every customer wants to save time (Petrică , FĂRCAŞ, and Vuţă,
2014).
Physical Evidence:
Marks and Spencer provides lots of facilities to every customer. The store outlets has a
systematic view and provide wide range of clothing for women, men and kids. The ambience of
every outlets is very bright creating a positive atmosphere to the customers to buy clothes. The
service delivery of the company is very good in quality aspect and faster also. The systematic
way of the delivery of the service is what makes the customer to feel a free process of buying
clothes (Petrică , FĂRCAŞ, and Vuţă, 2014). The official website of the Marks and Spencer
provides the wide range with home delivery option and also the international delivery on some
products by the option of buying through the home currency is what makes the online shopping
much easier. Focus on physical Evidence is done because it is an important factor to gain
customers and to provide a difference from other competitors.
TASK 2
Basic marketing plan
Marketing plan formation of Mark and Spencer requires certain process that are to be
followed, which are:
Situation Analysis:

First and the most important step for every marketing plan is situation analysis. In
situation analysis the state of company is over looked from internal as well as external aspect.
From the internal aspect Mark and Spencer performs SWOT analysis which stands for the
strength, weakness, opportunity and strength. In the strength aspect there are question to be
answered like what the company will have to offer, how they are better from the others etc (Shin,
2012). In the weakness aspect they will focus on how they can improve, which things they
should avoid.
In the opportunity aspect the company will search for the good opportunities and awareness of
the trends. In the threat M&S searches for the obstacles and competitors in the market.
For the external environment analysis M&S focuses on the Pestle analysis where all the
political, economic, social, technological, environmental and legal aspects are taken into
consideration as they immensely affects the business of any company. As countries have some
political pressure according to which the business has to cooperate (Sherwood and Pollard,
2017). Before entering into a market, one must know the economy as recession and boom of an
economy affects the business a lot; social aspects is the basis for the formation of the strategies
for Mark and Spencer; technology trend is also have to be seen to keep themselves upgraded
with trend, whereas legal aspect state different policies and rules of the area where the M&S will
start a business. The environmental aspect has an influential role whether the location is
appropriate or not, its climate and other geographical features.
Target Customers:
Segmentation of the market is very important so that the target segment can be chosen.
Mark and Spencer targets the youth and even the kids .So, M&S can make strategies for
positioning of their brands in the targeted customers as it has strong competitors in the market
and it need to survive and to earn a great profitability therefore important to have a strong hold
on the targeted customers.
Marketing Goals:
Mark and Spencer has to make some marketing goals which would be needed to
accomplish like increase in the sales and coverage of more areas of markets, brand positioning
and product differentiation among the customers (Shankar and et. al., 2011). The goals should be
measurable so that M&S might know whether they have accomplished the goals or not.
Measuring the goals leads to the acknowledgement of the success or the failure of the process.

Strategies and Tactics:
Strategies are important because they provide a base for the proper functioning of any
market plan and the success rate becomes more higher .This includes how the Mark and Spencer
will promote the product , which techniques or methods will it implement to achieve the
marketing goals. As different customer has different methods to reach; So, every method is not
applicable to every customer and same methods cannot be applied to reach every customer.
Strategies should be formed which are adaptable, flexible and uses the resources optimally.
Marketing Budget:
Mark and Spencer will form a budget for establishing every store in the market. This will
include how much the M&S will require money for setting up a store, hiring the employees and
promoting the store in the market (Maritz, 2017). Every store requires minimum 10 lakhs to set
up a store, 1 lakh for hiring the employees for the store and 5 lakhs for promoting the store on
print media as well as social media. There should be a check on whether the budget is balanced
or not.
Control:
For all the things to be processed effectively Mark and Spencer has to perform certain
control measures such as to keep a check on the processes, setting up a standard and measuring
the performance of each step, identifying the deviations and rectifying them and obtaining the
obstacles which are restricting the proper functioning of M&S and applying certain steps to
overcome these hurdles. An effective control can lead to accomplishment of the goal easily.
Controlling is the step which cannot be skipped if company wants to make its marketing plan
successful.
CONCLUSION
From the above it can be concluded that Marks and Spencer uses the marketing mix to
compete with the other competitors in which it has a wide range of clothing for the targeted
customers which are youth and kid’s .M&S uses the competitive pricing strategy to compete with
the competitors in the market. To attract the loyal customers it provides special discounts to them
and seasonal sales also.

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