Marketing Communication & Branding - Promotional Campaign of Marks and Spencer

Marketing communication
and branding

TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................2
INTRODUCTION...........................................................................................................................3
PROMOTIONAL CAMPAIGN......................................................................................................3
Purpose and brand vision............................................................................................................3
Ways to measure promotional campaign....................................................................................3
Target audience...........................................................................................................................4
Ways to communicate brand story..............................................................................................4
Connecting with target groups....................................................................................................4
REFLECTIVE ESSAY....................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is an important aspect for an organisation as it helps in creating opportunity of
sales. There are several marketing strategies that have that helps in making effective sales
promotions with the motive to attract customers and understanding their needs and demands.
Branding communications includes the idea of presenting business within the associated industry
while developing a stellar reputation. Branding and communication is combination of activities
such as advertising, social media and so on, used for the purpose of communicating with the
customers. This report deals with the promotional marketing campaign of Marks and Spencer
followed by a reflective essay regarding the skills gained and learnt in the process.
PROMOTIONAL CAMPAIGN
Purpose and brand vision
Marks and Spencer works in a fashion retail brand with the image of offering premium
quality clothing and other products. This industry is very competitive and to gain competitive
advantage, it is important that company invests in an effective promotional campaign. These
campaigns work with the brand vision to provide its customers with the best customer experience
while taking care about the environment and community. The mission is to make high quality
products and services. The purpose of Marks and Spencer to invest in a good promotional
campaign is to put emphasis on spreading this vision to its target audience while identifying
various ways to communicate benefits offered by the brand within its target market. The digital
platforms of the company promote the brand, clothes for men, women and kid section. Marks
and Spencer is shifting its marketing approach to go full digital and launching promotional
campaigns on online modes to have better engagement with its customers.
Ways to measure promotional campaign
Digital and online platforms for marketing helps in producing effective results. Marks
and Spencer have made efforts for advertising its products and services on various channels. The
success of this promotional strategy includes,
Overall website traffic: Website forms the front face of the company and builds a foundation
for the purpose of activities related to digital activities. This traffic is important in accordance of