Principles of Marketing

This report discusses the principles of marketing and promotional mix strategies used by Marks & Spencer in the clothing industry. It covers topics such as target marketing, touchpoints, and the theoretical aspect of the promotional mix. The report provides insights into how the company implements its marketing strategies to attract and retain customers.

Principles of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Information required for practical promotional mix..............................................................1
Background relates with marketing strategies of organisation...............................................5
Theoretical aspect of promotional mix...................................................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

1.0 INTRODUCTION
Marketing principle are consider as an agreement that is depend on ideas, design and
thoughts which is utilised by organisation for formulating an accurate marketing strategy. This
principle work to built an effective promotion strategy for attracting large number of customers.
The main motive of marketing principles is to promote goods and services of company in a large
market area. This report is written from perspective of Marks & Spencer which operates their
business in clothing industry (Brown, 2015). Along with this company design all products as per
market trends and consumer needs. Moreover, this report highlights on promotional mix policy
of the organisation and current marketing principles as well as strategies that is implemented by
management of respective company. In the last, marketing theories will also be included in this
report to perform marketing functions properly.
MAIN BODY
Background relates with marketing strategies of organisation
Marks & Spencer is one of the best brand for clothes that is providing better products that
are good in quality. This also refers company is performing their work to manage work as per
current products and services to implement an effective combination to perform work with
marketing strategies. With wider and effective portfolio company ensure that its products and
services are leading company to achieve high growth in market. Further, marketing strategies
and principle ensure that management raise aggressive campaign to promote work in effective
manner (McDonald and Wilson, 2016). Along with this by unique and attractive organisation
methods company design its products as per current trends of market.
M&S implement “target marketing approach” for achieving maximum sales in market.
So it is essential for organisation to differentiate company products and direct them towards
accomplishment of company objectives and goals. Further, with target marketing approach
management is also able to retain in market for longer period. This is also essential for company
to relate company attributes as per customer satisfaction level. It also help company to deal with
opportunities in market. Steps of target marketing approach is as follow:
Targeting- It is based as per marketing-plan under which market is divided into various
segments which are profitable and measurable for organisation. M&S deal in clothing
1

industry so company focus on geographic and demographics basis which includes life-
style, income level and social status (Palmatier and Crecelius, 2019).
Segmentation- This works with completion of market by dividing it into groups as per
market response. It is also used to characteristic all segments to develop right and
appropriate criteria for attracting customers according to viability of business. Marks &
Spencer segment company portfolio to analyse overall industry attractiveness.
Positioning- This strategy is used by company for making plans that develops overall image,
productivity and profitability of business. With right perception it is easy for customers
to purchase and consumer company products. Therefore, brand positioning is most
important aspect for company.
With the above mention products it is easy for customers and services to complete company
task and objectives for longer period in market. As the main aim of organisation to
utilise target approach to gain more success in market.
Illustration 1: Source(https://www.vectorstock.com/royalty-free-vector/stp-
marketing-diagram-sticky-notes-vector-18469267)
2

Information required for practical promotional mix
Marks and Spencer is a major multi-national organisation that is specialised and expertise
in selling high quality clothes. Company operates various management brands for attracting
more number of customers. In the present scenario, company is operating their business at
worldwide level. Marketing is one of the most important task for an organisation which is
leading company to manage its business by advertising and promoting organisational products at
global level. In terms of revenue marketing principles play a crucial role to contact or
communicate with customers. Further, M&S manage their work by designing logo and
implementing promotional activities such as advertising of products from all market segment to
specific target market.
Illustration 2:
Source(https://couturiermkt.wordpress.com/reflection-essays/promotion-mix-and-
Advertising
Transportation advertisement- The transportation advertisement methods are display on
public conveyance. It undertakes buses, station, airport and also on local service provider. This is
3

one of the most effective method by which company slide its format to perform work that slides
to remain stable in market.
Retail advertisement- this is the advertisement which is displayed in all locations, stores,
malls and supermarket. It is also advertising to retail format that spaces and takes larger space for
offering walls, roofs and windows to provide company products. It also generate awareness
related with brand to complete aim of large amount of visitor for performing company work in
effective manner.
Promotion mix is defined as a set of marketing approach which is develop by marketers
for optimizing and implementing promotional efforts to reach and approach broader audience of
company (Cummins, Loe and Peltier, 2016). In context of Marks & Spencer the main task of
marketers is to find right promotional mix for specific brand. According to present market
conditions to design promotional mix organisation requires skills and experience related with
marketing domain. Promotion is crucial part for business which leads company to formulate
promotion mix in order to direct company efforts towards right place within minimum time.
Customers or buyers are able to switch towards another organisation because large variety of
substitute products are present in market. So M&S implement effective promotion strategy to
gain competitive edge in market.
Illustration 3: Source(https://www.marksandspencer.com/)
4

Touchpoints are defined as brand's point of customer that relates with customer from
beginning point to finish point. There are various touchpoints leads company to interact with
buyers this are online business, review and rating of products, per-website click and many more.
Marks & Spencer is more concerned about implement of organisational policy that leads to
company to complete work as per contact of customer service. Customer service management
work as a strategy through which organisation serve as an architect to gain and attract more
customers experience. Along with this customers experience management includes customers
and environment through which organisation interact with customers (Daraganova, 2015).
Website, email, poster, banner etc. are some example of the touchpoints. Therefore, management
of respective company leads management to interface with customer to perform all essential task
in effective manner.
Public relation
Consumer facing touchpoints- This aspects that leads company to gain attention from
market and buyers by advertising company products with direct approach. It refers that customer
touchpoints refers to sale company products with perspective of promoting organisational
products. Viewpoints also refers that an individual must reflect all points through which
customers are attracted for a longer term period.
Retail stores- It refers to specific and different areas which are served by organisation to
consumers for promoting company products by there stores. M&S is a reputed international
company so they offer large variety of products from its stores in order to attract more number of
customers (Dolnicar and Ring, 2014). Posters, wall painting, design and post of company
holdings at large area refers to gain attention of consumers by creative and unique method.
Further, poster and holding also provide essential information to buyer such as ingredients of
products.
From perspective of Marks & Spencer organisation also utilise promotional activities that are
innovative and constant. Along with this video which are developed by company are creative,
new and specific that attract large number of consumers. It is also concerned that people create
positive perception by visualising things rather than reading. So with video management of M&S
is attracting more and more consumers to link them with company products.
5

Personal selling
Offices- Global organisation such as M&S manage their business from different areas
and place to satisfies need of customers at global level. Office or internal premises of an
organisation demonstrate working creation of organisation. It also show working culture,
standard and environment in which company operates their business. So by displaying company
poster in internal premises such as headquarter or office it is easy to convert potential buyer into
customer.
Sales promotion
Front desk- This is also known as reception area and it is the first place that is visit by
customers when they enter in organisational premises. Along with this front desk area provide
communication place to meet and discuss company and customers needs. Marks & Spencer is
more concerned about their reception area because it reflects overall company representation
among consumers. Along with this it also help company to reflect positive environment to attract
more and more visitors (Fernie, Fernie and Moore, 2015).
In outer spaces- The outer space conceal those sector which are outside the organisation.
The outside part is also fill with large number of potential customers so it is mandatory for
companies to promote their products among outer environment. Along with this with
implementation of promotional and advertising methods sales of company products is also
increased.
Billboards- The term billboards includes several activities such as display of company
products in normal way. Along with this billboards also generates awareness about brand value,
goodwill and image of organisation. With help of technological advancement marketing team is
more powerful as it is easy for company to design attractive logo for company products (French
and Russell-Bennett, 2015). Further, it is simple and most appropriate method for promoting
organisational products.
Digital marketing
Digital platform- The digital marketing platform is an effective method through which
organisation promote its products through utilising electronic devices. It is also used by company
to promote company products with help of digital platforms. With the marketing component it is
easy for company to use internet and display company products as per online technology.
6

Internet marketing
Website- This refers to a platform by which company offer its products and services on
website. It is a collection that display company web page, relatable content which is known by
common domain. Along with this it is used to publish site on server to demonstrate company
products on world wide web (Gray, 2015). Websites also leads company to provides more
security to individuals by directly communicating with customers as it is easy for customers to
identify products on search engine.
Social media- This platform include website, application which help user to generate and
share norms by participating in social activities. Along with this social networking also engage
individuals to promote products as per social website. With the help of technology most
organisation are guarantee towards success because social media includes large number of
persons to engage in company activities due to which it is easy to contact with customers.
Example- social media leads company to promote products within minimum time and less
efforts.
Illustration 4:
Source(https://www.airsassociation.org/airs-articles/what-is-internet-
marketing-your-guide-to-today-s-online-marketing)
7

Sponsorship
By involving third parties- They are the mediator among customers and company which
provides information to complete all task as per information and data of market. It is one of the
most common method through which company publish organisational content to provide
essential information to customers. It is also used to read content and then to select right product
which is offered by Marks & Spencer (Kiswantoro and Damiasih, 2018).
Some methods through which products are published by using different activities are mention as
below:
News journals & articles- This is recognise as published data which contain essential
information about services of company which they offer to customers. Current and existing news
both is included by undertaking information about specific data. News work as the eye-witness
for all events that helps customers to know about their revenue, image, value, profits of an
organisation. From prescriptive of Marks & Spencer company holds strong brand position and
value in market. So with selection of right touchpoints it is easy for company to increase their
market share.
Analyst report- The analyst document is prepared by analyst and strategist that work with
motive of performing work as per research. This also includes recommendation as well as
thoughts that provides to perform those activities that complete research. With the implement of
marketing principle it is easy for Marks & Spencer to generate more awareness in market that
leads company to promote their products and services for completing all task as per specific task
to increase market share.
Theoretical aspect of promotional mix
There are various theory provide overall overview, explanation about overall strategies
that is related with promotional mix. This all strategies are used by organisation to complete all
work according to decided promotion strategy. Promotion strategy is mainly decided for
accomplishing efficient and effective outcomes from a business and its operations. From the
perspective of Marks & Spencer organisation utilise various theories for improving effectiveness
of organisational operations (Roberts, Dant and Lim, 2015). Some theories relates with
promotional mix of company are mention as follow:
AIDA
8

Definition of model This stands for attention, interest, desire and action this model is utilised by
marketing department for advertising company products and services. There are various
customers are aware about brands by implementing AIDA model in company. This results it is
easy for company to formulate an effective advertisement strategy that engage customers in all
operations. The principle of AIDA helps company to attract wide range of visitor in order to
convert them into potential customers. The principle of AIDA was founded in the year 1880 by
Elias st. lewis who is a legend of American marketing department. With this model company is
performing work as per current strategy to complete work as per exclusive marketing approach
(Scott, Martin and Schouten, 2014). Moreover, the mention model also leads management to
motivate customers for taking right decisions to purchase right clothes as per market trends.
Illustration 5:
Source(https://www.reinventinggreenbuilding.com/news/2018/11/20/js23ye
zz78jxde9zts0zdhnkr24psd)
How company uses this model
Awareness- This relates with factor through which company generate and create more
awareness about company products and services which is offered by organisation in the society.
This results it is easy for management to aware customers about their offerings.
Interest- Interest is most important factor for company that is used to provide interest and
encourage buyer through which company start its consumers to attract more individuals.
9

Desire- The term desire work as an emotional connection which is generated between
customers and organisation. This is used by company to purchase raw-materials and convert
them into right finished products to attract more number of customers.
Action- Action attract buyer for interacting with organisation in order to take right step
through joining newsletter, answering the phone calls and to engage more persons in chats. This
determines that consumer experience plays an important role for increasing and decreasing sale
of company products.
Evaluation of effectiveness
Along with this Marks & Spencer understand whole market to know about consumers
through which company provide right information to customers in order to attract them towards
company. The term awareness also leads company in increasing awareness of company by
providing right information related with products. This results it is easy for organisation to
connect with more number of customers by communicating with them. Along with this to
generate interest in individuals company analysis various circumstances which acknowledged
right and accurate information in market. This also helps company to increase customer base and
marker share by implementing appropriate methods to offer better quality products in society.
PUSH AND PULL STRATEGIES
Definition of model This is one of the most effective strategy which is used by transportation
and supply chain management to perform work as per promotional strategy (Scott and Walker,
2017). This is the promotional activities which is used by company to target the market. Push is
one of the effective strategy by which company push their products and services in market
through generating more awareness among consumers (Storey, Hess and Saffitz, 2015). On the
other side, with pull strategies company provides their products as per customer basis due to
which more and more buyer will buy company products in shorter period.
10

Illustration 6:
Source(https://www.slideshare.net/SellOnlinePractive/marketing-
strategies-push-pull-strategies)
Their are various ideas are implemented in push and pull strategies that is used for
promoting products in market effectively. Along with this by implement of right strategy it is
easy for organisation to follow right customers and convert them into potential consumer.
How company uses this model- Push strategy is followed by M&S that is used to take
advantage from market by enhancing its services. As per this producer company fulfil
requirement of organisation through satisfying needs, wants and demand of organisation. Along
with this by implementing right strategies organisation focused to gain faith and believe of
customers. This results all information is shared within business and customers in minimum time
period.
Evaluation of effectiveness- On the other side, by implementing pull strategy
organisation implement different strategies through which customers get closed within company.
This is also used by company to perform work as per daily consumer of organisation. In the
context of Marks & Spencer customer reflects best and good quality products with low and
reliable prices in order to attract large customer base. This also reflects customer relationship by
11

generating more loyalty in both sides from organisation perspective and company perspective.
Along with this there are various advantage are gained by manufactures that collect distributors
to promote company product in various markets (Smith and Stewart, 2014).
In last, both AIDA, push and pull strategy are utilised by Marks & Spencer for promoting
company business to work among different countries. This results organisation is able to get
wider acceptability for performing work as per strategies of a business.
CONCLUSION
In the last, by the above report it is concluded that marketing strategies helps the
organisation to achieve competitive edge in market by utilising their principles in effective
manner. The main motive of marketing principles is to achieve more success and development in
its business. Along with this it is also important for business to implement practical promotional
mix in the business. This results it is easy for organisation to attain more profits in company.
Along with this it is also analysed that organisation must utilise theory as it leads management to
cover more market share in a competitive market.
12

REFERENCES
Books and Journals
Brown, B.S., 2015. A Multiple Discriminant Analysis Prediction of Performance in Principles of
Marketing. In The 1980’s: A Decade of Marketing Challenges (pp. 112-115). Springer,
Cham.
Cummins, S., Loe, T. and Peltier, J.W., 2016. Using sales competition videos in a principles of
marketing class to improve interest in a sales career. Journal for Advancement of
Marketing Education, 24(Special Issue on Sales Education), p.16.
Daraganova, Y.S., 2015. PRINCIPLES OF MARKETING COMMUNICATION: ESSENCE
AND TYPES OF PUBLIC RELATIONS. In РЕГИОНАЛЬНЫЕ АСПЕКТЫ
ФУНКЦИОНИРОВАНИЯ ГОСТИНИЧНОЙ ИНДУСТРИИ= REGIONAL ASPECTS
OF THE HOSPITALITY INDUSTRY(pp. 68-71).
Dolnicar, S. and Ring, A., 2014. Tourism marketing research: Past, present and future. Annals of
Tourism Research, 47, pp.31-47.
Fernie, J., Fernie, S. and Moore, C., 2015. Principles of retailing. Routledge.
French, J. and Russell-Bennett, R., 2015. A hierarchical model of social marketing. Journal of
Social Marketing.
Gray, J.A., 2015. Business, the Environment and the Consumer 1968-1992: The Case of Marks
and Spencer(Doctoral dissertation, University of Leeds).
Kiswantoro, A. and Damiasih, D., 2018. Persepsi Kualitas Layanan Museum Sebagai Sarana
Edukasi Masyarakat (Studi Kasus: Museum Gunung Api Merapi
Yogyakarta). Kepariwisataan: Jurnal Ilmiah, 12(2).
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing strategy. AMS
Review, 9(1-2), pp.5-26.
Roberts, S.D., Dant, R.P. and Lim, C.L., 2015. ‘Needs’ and ‘Wants’ in Marketing Literature:
Pedagogical Difficulties. In Proceedings of the 1990 Academy of Marketing Science
(AMS) Annual Conference (pp. 264-268). Springer, Cham.
Scott, K., Martin, D.M. and Schouten, J.W., 2014. Marketing and the new materialism. Journal
of Macromarketing, 34(3), pp.282-290.
Scott, P. and Walker, J.T., 2017. Barriers to ‘industrialisation’for interwar British retailing? The
case of Marks & Spencer Ltd. Business History, 59(2), pp.179-201.
Smith, A.C. and Stewart, B., 2014. Introduction to sport marketing. Routledge.
Storey, J.D., Hess, R. and Saffitz, G., 2015. Social marketing.
Toms, S. and Zhang, Q., 2016. Marks & Spencer and the decline of the British textile industry,
1950–2000. Business history review, 90(1), pp.3-30.
13