Marketing Communication Plan for Marks and Spencer

This report discusses the marketing communication plan for Marks and Spencer, including objectives, strategies, creative approach, promotion mix, media selection, campaign outcomes, budget, and more. The report focuses on the segmentation, targeting, differentiation, and positioning strategies of the company, as well as the buyer persona and point of parity and difference. The report also includes a Gantt chart for campaign implementation and a budget breakdown.

Individual report
written on Marks and
Spencer

Table of Contents
INTRODUCTION ..........................................................................................................................3
Marketing communication objectives.........................................................................................3
Marketing communication strategy.............................................................................................4
Creative strategy..........................................................................................................................5
Promotion mix and media selection ...........................................................................................5
Campaign implementation outcomes .........................................................................................6
Measure to campaign outcomes..................................................................................................7
Setting indicative campaign budget............................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Communication campaign client is known to be the plan for the short term that is being attained
in order to lead or increase the sales as well as the main aim of this is to retain and engage
consumers. This is basically has the content marketing concentration as well as integrity
schedule for the media. The following report is based on the organization Marks and Spencer
which is one of the major British international retailer having its headquarters in London,
England. In addition to this the organiser specialises in dealing clothing, food and retail products
to their consumer (Arrigo, Liberati, and Mariani, 2021)
. The company was founded in the year 1884 by Michael Marks and Thomas Spencer. Moreover
to this the following report will include the aim of creating the plan of communication and also
mention the smart objectives. In addition to this the report will include about the strategies of
marketing communication with the assistance of several techniques. It will also evaluate the vital
content of the gang chart as well as also evaluates the outcomes of the campaign and last
indicating campaign of budget will be mentioned in order to understand the entire capital which
is required to be invested for accomplishment of suitable campaign of marketing communication.
Marketing communication objectives
Consist of basically 5 goals that shows techniques in order to attain the goals and
objectives so in context to the organization marks and spencer this framework is described below
in brief.
 Specific: Management is focusing on enhancing its sales avenue from 15% to 25% in
order to make sure the appropriate development and success of the company.
 Measurable: The goals of the company is requires to measured by evaluating the past
sales of the management in order to analyse the accurate sales of the Marks and Spencer.
 Achievable: In accordance to accomplish this needs of the consumer is being analysed in
order to target the enhanced number of the consumers towards the brand which will
indirectly lead to the enhance sales of the organization (Juska, 2021).
 Realistic: As the management of Marks and Spencer is focusing to enhance their sales a
value and in order to do this they need to provide several discount coupons as well as
rewards to their consumers which will increase the consumer base of the company

 Time frame: Management of Marks and Spencer will require 3 month campaign plan of
communication in order to attend the sales target.
Marketing communication strategy.
In accordance to evaluate the strategy of communication STDP framework will be
utilised. In relation to organization Marks and Spencer this framework is described below.
 Segmentation: It is the first level of marketing framework and the main aim of it too
understand and create the specific segment of the consumers. In context to organization
marks and spencer management in segmenting they are consumer on the basis of
demographic as the management is focusing on all the age group of consumer to buy the
product (Dahiya, and Gayatri, 2018). VALS framework is utilised which is mentioned
below. VALS is the short form of the value, attitude and lifestyle as it was introduced by
Michel in the year 1970. This model is made in order to manage the resources as well as
capability of the consumers in order to accept the modification in the business and
products. They are around 9 type of customer in accordance to this model which are
innovators, believers, thinkers, maker’s, survivors and many others as these consumer are
totally based on this specific framework. In addition to this management of Marks and
Spencer is focused in segmenting their consumer base in order to target them in the world
wide scale.
 Targeting - It refers to attainment of the specific consumer base on terms of reachability
size and profitability of the consumers (Blakeman, 2018). In accordance to the
organization Marks and Spencer management is basically targeting the consumer ways to
all the segment by offering the several products of different category to all the segment
which assist in attaining the larger number of consumer base.
 Differentiation - This is the method or technique in which the organization marks and
spencer is providing the several unique products to their different market area in
accordance to needs and wants of the consumers in that particular area which assist them
in increasing their brand reputation and goodwill in the market. As these unique product
can assist the form in attaining large consumer page in different marketplace.
 Positioning - It refers to please sing of the organization and increasing the brand image
in the mind of the consumers also assist in enhancing the sales of the company. Mark

Spencer answer is the luxury brand which offering top quality premium products today
consumers which is why it assist the organization to in maintaining their goodwill.
Buyer persona
It is detailed sections of someone who are demonstrating the target customers in the field
of marketplace. This effective person is the friction but generally it will based on the deep term
of analysis of the investigation of the effective course of the targeted consumer. In relation to the
marks and expensive, the business of management make the respective persona bye that the
larger team of consumer will be influenced the brand by that they can contribute to higher term
of sales in as well as turnover in the effective field of marketplace (Raja., 2020). Point of parity
(POP) are such factor that are termed as important for the brand to be effectively relates as a
legitimate to the challenges in the certain category that we relate to the manner in that the
presented products being in the management as with the challengers. Point of differences term to
the components of products and as well as services that developed the differentiation full the stop
it is the manner in that the goods and as well as facilities of the business is different from the
challenges. In relation to the marks and Spencer their laying in point of differences at the
providing differentiated products by that they are leading to manage the product brand values
and gain the trust of the consumers.
Creative strategy
The respective management of marks and Spencer is effectively termed to develop dynamic and
innovative marketing campaign by utilising the efficient media and educating their buyers with
the support of brief and effectual promotion schemes also they have a suitable and innovative
term a marketing campaign from innovative commercial dynamic video content that manages
higher sense (Taghipour, 2019). The management having this slogan that's about them to
managing the code of conduct that help them for managing the experience in the field of
marketplace that presence values and structure of values with the representation of ethical
behaviour of respective management. On the other hand, the code consistently upgrade and it
will make sure the changing context in manner to the management.

Promotion mix and media selection
Promotion mix system digest set of several sort of marketing approaches that being
utilised by the market us to create and efficient promotional section by that they can reach to
why the term of target audience. In respect commerce every promotion mix are as follows -
 Advertising - It is the structure of impersonal paid promotion of communication in that
messages are get paid for those who sent them and they are purposely try to inform her
attract such individual who received them and such a termed as the advertising
association of UK (Stoychev, Dimitrova, and Desev, 2019). Management is generally
utilising positioning approaches that are based on their challenges.
 Public relations - It is a dealing of measuring the aim of management and their dealings
in the society. Management is managing trust between the consumer by that effective
dealing between the business of management and buyers are being developed.
 Sales promotion - It is a plan of action in that the management utilized temporary
campaigns and provide to maximize the interest that can related to a demand of the
targeted market place by that they can reach to the larger consumer base.
Media selection is termed as ascertaining the most suitable cause efficient media by that day can
offer desirable amount and the sort of explorer to the targeted customers. In relation to the marks
and Spencer there are several sort of media selection that are as follows –
 Television advertising – It is also termed as a TV commercial, advertisement that is a
span for a television programming that is being created and paid by the management by
which they can transfer the message promotion leading to certain product in as well as
services (Ju, 2018).
 Print and digital Publications - It manages is the career field of respective individual in
the printing sector by which it need the exceptional abilities and as well as scale in the
print and digital writing. It also offer the article framework and the practical experience.
It will also support the respective management to select the best media opportunities by
that they can have a suitable terms of sales and as well as tools in the field of market
place.

Campaign implementation outcomes
It is effectively utilize the project management it is the suitable manner of presenting
action without displace against the time. It was firstly initiated by Karol in the mid1890s. It is
generally prepared to have the suitable attainment of the presentable work and when there is a
variation in the actions it will require to make amend in Gantt chart (Twum. and Yalley, 2021).
Activities Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week 8
Situationa
l analysis
SMART
objectives
Strategies
Tactics
Action
plan
Controllin
g
Measure to campaign outcomes
The above section presented the Gantt chart that are being developed on the basis of 2
months of communication marketing campaign planning in that the key performance indicator is
being developed on the weekly analysis as the situation section that are being completed by that
they will take to week to execute it in after the smart objective that are being managed and it will
take one week two execute the following work and then the plan of action is being effectively
manage will take to weeks and on the last action planning will take one week after the key for
forms indicators it lies in respect to know the actual and desire performance of the marketing
campaign of respective management (Marino, and Presti, 2019).

Setting indicative campaign budget
A budget is termed as estimation of the revenue and as well expenses on a certain for
them up period of time and use by the management and the respective leaders. It is generally the
financial planning for the certain period of time generally it is famous for the year two
effectively yet increase the success of any financial under taking. In respect to the market
Spencer budget will conduct the marketing communication campaign that are as follows -
Details Amount (£)
Content Creation 300
Social Advertising 600
Social engagement 200
Software tools 500
Promotion contexts 400
Total £ 2000

CONCLUSION
Communication manages campaign planning that is a framework or the plan of action
that are been developed to promote their products and facilities of the business by that they can
influenced to their brand and contribute to height term of sales in as well as turnover. On the
other had 7 analysis been utilised in that the respective management can drive segmenting of
their consumer on the basis of demographic section by which they can serve to all age group of
individual by that they can make sure higher terms of profitability and as well as sales. Public
dealing promotion television marketing in being utilised in respect to promote the products in
front to the targeted audience and lead to have higher term of development and success in the
field of marketplace.

REFERENCES
Books and Journals
Arrigo, E., Liberati, C. and Mariani, P., 2021. Social Media Data and Users' Preferences: A
Statistical Analysis to Support Marketing Communication. Big Data Research, 24,
p.100189.
Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and
consumer buying decision process: An empirical study in the Indian passenger car
market. Journal of Global Marketing, 31(2), pp.73-95.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Raja, M.A.S., 2020. Digital Integrated Marketing Communication (Dimc) and It's Logical
Relationship with Co-Branding and Brand Values with Reference to Coke
Studio. Academy of Marketing Studies Journal, 24(1), pp.1-21.
Taghipour, M., 2019. Effect of integrated marketing communication on brand value with the role
of agency's reputation (including case study). Journal of Process Engineering, 5(11),
pp.30-44.
Stoychev, L.Y., Dimitrova, T.V. and Desev, K.V., 2019. Planning and effectiveness evaluation
of marketing communication. Балканско научно обозрение, 3(1), pp.93-96.
Ju, I., 2018. Marketing Communication. The International Encyclopedia of Strategic
Communication, pp.1-14.
Twum, K.K. and Yalley, A.A., 2021. Green Integrated Marketing Communication. In Green
Marketing in Emerging Markets (pp. 117-144). Palgrave Macmillan, Cham.
Marino, V. and Lo Presti, L., 2019. Disruptive marketing communication for customer
engagement. The new frontiers of mobile instant messaging. International Journal on
Media Management, 21(1), pp.3-23.