BSc BMP4004: Contemporary Marketing Issues - M&S Campaign Portfolio

This portfolio provides a detailed analysis of a marketing campaign for Marks & Spencer perfumes, addressing contemporary issues in marketing. It outlines the campaign's objectives, including enhancing brand image and increasing profitability, and proposes methods for measuring its success, such as tracking social media engagement and sales fluctuations. The campaign plan incorporates various digital communication channels, including Facebook, Instagram, Twitter, YouTube, and the company website, each with specific strategies to attract attention, generate interest, create desire, and drive action. The reflection on the campaign discusses the effectiveness of social media platforms in promoting the product and enhancing customer loyalty. The report concludes that marketing campaigns are essential for organizations to achieve their goals by increasing sales and brand awareness.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
Name:
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Contents

Introduction 1
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p

Introduction
There are various kinds of problem, which occurred in marketing and to
increase the deals and sales of an organization therefore, it is well significant for the
administrations of the firm to evolve the strategies for marketing and develop the
marketing campaign which assist in dispersing the service in which they are dealing
and the awareness of the products.
This is the report of contemporary problems or issues in marketing. This report is
going to discuss about the objectives of campaigning, plan of campaigning, success
measurement and the involvement of digital communication in the campaigning
plan. The following report which is going to discuss below is totally concentrate on
the Marks and Spencer company which trade in the different types of perfume's
products. In this report, the campaign of marketing for the Marks and Spencer and
their product will be discuss.
Campaign objectives
There are various kinds of aspects or objectives which are discussed below for the
marketing campaign of the Marks and Spencer and their product. It should be make
sure by the company that the objective which are evolved by the them for the
marking campaign must have to be SMART (Canavan, 2020). There are following
objectives of Marks and Spencer marketing campaign, which are discussed below:-
 spread the good image of Marks and Spencer and their products in the mind
of customers with in the next three months.
 For enhancing and making the profit by twenty percent in the next upcoming
five months.
 With in the upcoming six month target to develop the trustworthy customers
for using Marks and Spencer's perfume.
 On the platform of digital media, enhancing the engagement of costumer with
their perfumes by fifteen percents in next three to five months.
 To Make an excellent image of brand and its perfume in the mind and heart of
the customer (Daskalopoulou, and Preece, 2021).
 Try to fascinate the more number of consumer for buying the Mark and
Spencer's perfumes.
Measurement of success

In order to measuring the achievement of the marketing campaign of
perfumes of Marks and Spencer required to accept or adopt the various kinds of
measure. These measures are discussed below:-
 Numbers of comments, likes and the share on the Marks and Spencer's social
media page (Erkmen, Uslu, and Kurbanoglu, 2020).
 By measuring the changes due to the fluctuations in sales because of the
creation and publication of videos and images of the Marks and Spencer
perfumes on the different advertising platforms.
 Evaluate and analyses the Marks and Spencer perfumes in different
magazines, newspapers and different social media platforms.
 Evaluate the feedback of customer on the products and analyze the
promotions that Marks and Spencer used to promote their perfumes.
 By the help of ratio of comments on the social media page of Marks and
Spencer and followers multiply by hundred, measuring engagement level of
perfume's customer (Foroudi, and Palazzo, 2021).
Campaign plan
n the modern day the competition level in market is very high therefore it becomesI , ,
very tough for a fi rm or company to make their brand value and profit or achieve their
targeted goals So various plans are required to establish and run the organization very. ,
successfully in this competitive market here should be manufacturing of the product as in. T
trend or more usable and demand able in the present market present roducts should be. P
more fascinated so that it becomes helpful for increasing the sales of fi rm or that it is. F
required to make or design a campaign plan to start with the summary of e ecutive and thenx
identified the targets and goals of the organization or achieving the targets and goals of the. F
company it is needed to fulfill the needs of customer(Grima, and et. al., eds., 2019)(GS,
2020) or the survival of company in this competitive market it is important for the Marks. F ,
and Spencer that it recognized the need of customer and the competition occur in the market.
Marks and Spencer perfume should also be able to recognize the opportunities and make the
strategies to get the profits in these competitive market Marks and Spencer aim to promote.
the the perfumes of their company and required to recognize the personas of buyers After.
recognizing the personas of buyer various plan are required to be presented to enhance the
sales of perfumes and promote their brand Recognizing the competition assists to make the.
plan or strategies lans or strategies like as providing an offer like buy two get one more free. P
perfumes and low price for perfumes need to made by the Marks and Spencer to develop a,
good campaign plan aking the feedback from customers creating the good image in the. T ,
mind of service users (Lehman, Fillis, I. and Wickham, eds., 2021).
Communication 1: Facebook

 Attention: Marks and Spencer perfume is an organization product that made up of
various types of fragrance or aromas and regularly changes the design of their
packaging material in the short videos which fascinating the attentions of the users of,
perfumes t allows the business to increase the involvement of users through. I
displaying various design and different types of aromas or fragrances.
 Interest: he company needed to to develop a fascinating headlines used in differentT
posts to fascinate the interest of users in Marks and Spencer s perfume t is also' . I
required to add the links of company on the website of organization so that users can
easily access the website of their company t is being e pressed as one of the. I x
quickest fastest and effective approach which help in maintaining the interest of the,
perfume user (Malik, 2022).
 Desire: Company uses the headline for developing the desire of customer which
enforce perfumes that match the styles of customer t is not only help the. I
organization in aiming the different personalities but also assist in targeting the specific
market for the product.
 Action: he Marks and Spencer has to add their links on the website or view nowT
option for helping the user to access the organization website sers of acebook not. U F
only like or comments on the post of company but also can give the feedback for
their product and share the post of company.
Communication 2: Instagram
 Attention: Marks and Spencer can achieve the attention of customer by providing them
an e cellent qualities of fragrance from the perfumesx .
 Interest: for making a strong relationship with the customers the company uses a,
strong caption for its products which is required to be personalized Marks and.
Spencer provide discount on the perfumes to enhance the user wants and curiosity
in the products he images of the perfumes on company websites also provide. T
permission to the customers to write a comments for the perfumes and evolve their
interest in the perfumes (Nisa, Nuryakin, and Hafidz, 2019) .
 Desire: At the ti me when the hashtags is used by user then it is required to form a
hashtag for enhance the awareness for brand he customer of perfumes user are. T
taken the picture of perfumes and share all those photos through their social media
account his is being known as a good advertising method which impact a positive. T
image for products in the heart and mind of those customers who are procure any
product by seeing the customer s view on the product and they get more satisfaction'
with more number of customer utilizing company s product' .
 Action: he page of Marks and Spencer also have a link through which a customerT
can easily procure the perfume and also can like comment or share the link with,
their family and friends.
Communication 3: Twitter
 Attention: he aromas quality and design of the packaging bottle of perfumes isT
regularly changing which becomes helpful for fascinating the attentions of numbers of
product users.

 Interest: y the help of this post it s only matter of ti me in becoming the person whoseB , '
perfumes provide aromas for long ti me periods Marks and Spencer creates numbers.
of perfumes with various fragrances.
 Desire: mage of an actor with the brand of perfumes also assist the company forI
influencing the user s mind and make a dream to procure the perfumes of Marks and'
Spencer.
 Action: here are a purchase orientation on company post which help to allow theT
users for purchasing the company products through the company website Service.
user can also raise an issue an give the feedback related to product on the websites
of company (Qadri, and Bhatti, 2021).
Communication 4: YouTube
 Attention: introduce an actor in the video and target those users who follow an
actors styles.
 Interest: he main motive of the videos is to pulling out the group of those peopleT
who influenced by their ideal.
 Desire: image of an actor with perfume may influence the mind of perfumes user and
make a desire to procure the Marks and Spencer s perfumes' .
 Action: he post of the company also comprises purchase operation which provideT
the permission to user for visiting the website of the company and buy the perfumes
of company (Tseng, and Lu, 2018).
Communication 5: Website
 Attention: Marks and Spencer perfumes are well known for the different types of
fragrance and aromas which attract the number of customers here fore when user, . T
fi
rs visit the website of the company they are able to see about the fragrances of
perfumes.
 Interest: he websites of company have mentioned about the different types ofT
fragrances and aromas of the perfumes.
 Desire: he website of the company contains numbers of data about the products ofT
company.
 Action: he Marks and Spencer websites permits the users to procure the perfumesT
from their website he organizations gives the links of its website on different platforms. T
like as witter nstagram ou ube and acebookT , I , Y T F (Radosavljevic, 2022).
Reflection on Campaign
By the help of this reflection, different approaches used by the Marks and
Spencer to enhances sales, brand awareness, profits,and customer's loyalty, can be
understand. The marks and Spencer uses a number of variety of social media
platforms like as Instagram, twitter, web page, Facebook and YouTube for evolving
social media campaign which assist in promoting the products of company for free.
Social Media
In the Campaign of Marks and Spencer, I select social media platform as a for
advertising the products. The price involved in this campaign is low and some times

it is too low. Since there are millions of accounts on different social media therefore
its providing a good opportunities for Marks ans Spencer to advertise their perfumes
and promote the sells of perfumes. By the help of this organization can achieve
billions of users and develop many opportunities.
Customer interaction: Facebook
t is the very popular and important tools different parts of the world t provides theI . I
opportunities to interact with different users by messages which are of free of cost .
Hashtags: Twitter and Instagram
ashtags are very important because these play a crucial role to assist the users toH
fi
nd posts Appro millions posts are posted on the twitter per day he campaign of Mask. x 500 . T
and Spencer uses hashtags to enhance customer loyalty and communicate with them.
Reviews: YouTube
since procurement of product is based on the online review therefore it is very,
important select ou ube to promote the Marks and Spencer perfume campaign. I Y T .
Events: web page
Various events are evolved that make interest of user in the product and provide
customer a beneficial e perience in selecting the appropriate kinds of perfumesx .
Conclusion
From the above report it has been concluded that by the assist of marketing
campaigns the organization can achieve their aims as like enhance in the sales more profit and,
many more here are different types of social media like acebook ou ube nstagram and. T F , Y T , I
witter which can be used for enhancing the customer engagementT .
References
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branding thical social and environmental perspectives n: E , , . I Sustainable randingB pp( .
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isa A uryakin C and afidz Marketing for charity ortraying hope orN , .P.K., N , . H , L.F., 2019. : P
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adri M and hatti M Contemporary issues in slamic social fi nanceQ , H. . B , .I., 2021. I .
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MA A M MN GE ENT-EB 2022. konomski orizontiE H , pp24(1), .105-106.
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