Revamping Product Line of Marks & Spencer: Marketing Mix Strategy and Recommendations

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................................3
TASK............................................................................................................................................................3
Description of organization and Information of product line to be revamped........................................3
Current Marketing Mix Strategy of Marks & Spencer and identification of strengths and weaknesses of
this strategy.............................................................................................................................................5
Recommendations on how the company can improve its Marketing Mix strategy with justification of
changes....................................................................................................................................................7
Evaluation of use of appropriate digital marketing strategies, E-Marketing and M-Marketing strategies
and their contribution to the success of organization.............................................................................8
CONCLUSION.............................................................................................................................................10
REFERENCES..............................................................................................................................................12

INTRODUCTION
A business organization is an entity formed for the purpose of earning profits by
conducting commercial activities of buying and selling of goods or services. To ensure long-term
profitability of the business by developing a large customer base and increased market share,
businesses should develop appropriate marketing strategies for boosting their sales revenues.
They should develop appropriate planning and procedures for getting competitive advantage in
the market (Reutlinger, C., 2022) . The following report will cover the revamping of the product
line of Marks & Spencer. It is a UK based multinational public limited company in retail sector
headquartered in London , England and dealing in the product line of clothing , home and food
products. It has more than 1400 locations or stores worldwide. This report will cover the
revamping in the product line of clothing business of Marks & Spencer. It will examine the
marketing mix of this company and strengths and need for improvement within this marketing
mix. It will also provide the recommendations on improvement of Marketing Mix strategy.
Further, the report will also evaluate the use of digital marketing strategies, E-Marketing and M-
Marketing strategies and their contribution in the success of the organization.
TASK
Description of organization and Information of product line to be revamped
Marks & Spencer is a multinational public limited company in retail sector. It was
established in 1884 in UK and currently operating with more than 1400 stores worldwide. It has
the business and wide product line of clothing , home and food products. It has more than 900
stores all across UK of which more than 600 stores deal in food products line. Its brands include
Per Una , Autograph , M & S Collection , Goodmove etc. for both men and women. Most of its
stores are in UK and Ireland and rest in other international markets. Its stores include full line
stores , food hall (in-store) , home stores, outlet stores etc. The company has its own website i.e.
marksandspencer.com through which it provides regular notifications to all its stakeholders. It
also provides additional services such as M & S Bank, M& S Energy etc. it started its online
deliveries I the year 2017 and bought half of Ocado retail ltd. in 2019 (Khan, S.A.R., end et. al.,
2022) . The Ocado’s website has large access of customers where they order food and clothing

products for getting online deliveries. As regards marketing, it has its own logo on the back of
food products and on the in – store ordering receipts. It also frequently organizes high profile
media campaigns. By the use of digital Marketing, it also announced its Technology
transformation programme in the year 2018 for ensuring growth of the business.
Revamping in the product line of clothing
Revamping refers to update the features of the product or adding new features to it for
making it more presentable and increasing its sales in the market. By way of revamping,
companies change the look of their products such as by effective packaging designs to bring
some updates. It does not mean that they are changing it to that extent that customers are not able
to recognize the brand, it simply means to make customers switched to the product by adding
advance features to it and spreading brand awareness by presenting effective and recognizable
logos for the products (Gurreri, L., end et. al., 2022) . Here, the revamping is being done in the
product line of clothing business of Marks & Spencer. For revamping of the product , the
promotional strategies are the most crucial factors for any business or product line. Marks must
consider the following points for revamping of its clothing business:
 New Features : Marks & Spencer mostly deal in the western clothing products that
satisfy the needs of those customers who follow western culture. As it is a multinational
company operating in various countries including Asia where people prefer traditional
clothing, it should revamp its clothing products by adding traditional features to them to
attract more customers from Asian countries as well.
 Eliminating the poor image : It has been the perspective of large customer base of
Marks & Spencer that it is not providing the apparels for young generation and kids and
providing quality products to older people. So, it should strive to eliminate this poor
image and should revamp the clothing products to attract more young generation by
adding advance and modern features to its products.
 Market Testing : The first step for revamping a product must be testing the trends of
market and identifying the needs of customers. The business should collect the opinions
and feedbacks of customers regarding customer satisfaction and should add new features
to the product according the opinions obtained (Hamilton, M., 2022).