BMP4004 Marketing Portfolio: M&S Pink Pepper Campaign Analysis

This portfolio presents a marketing campaign developed for Marks & Spencer's Pink Pepper Eau De Toilette perfume, focusing on enhancing brand awareness, customer loyalty, and sales through various digital marketing channels. The campaign objectives include creating awareness within four months, increasing profit by 10% in three months, and fostering customer loyalty. Success is measured through social media engagement, sales data, and customer feedback. The campaign utilizes Facebook, Instagram, Twitter, YouTube, and the company website, each with tailored strategies to attract attention, generate interest, create desire, and drive action. The reflection section discusses the effectiveness of social media platforms and customer interaction strategies, emphasizing the importance of hashtags and online reviews. The portfolio demonstrates an understanding of digital marketing tools and their application in achieving marketing objectives. Desklib provides a platform to explore more such assignments.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
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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
Marketing refers to the collection of all those practices which are performed by the
business organization for the purpose of attracting the customers. Under the process of
marketing the management develop several marketing campaigns which leads to the increase
in the awareness related to the products and services. The chosen organization for this report
is Marks and Spencer which is a British multinational company dealing with the food
products, clothing and food products. This report deals with the discussion related to the
marketing campaign of Pink Pepper Eau De Toilette perfume.
Campaign objectives
Through the marketing campaigns of Pink Pepper Eau De Toilette perfume, several of
objective have been generated. It is necessary for the management of Marks and Spencer that
the objectives developed by them must be SMART. Below mentioned are the several
objectives of marketing campaign of Pink Pepper Eau De Toilette perfume:
 To create the awareness regarding the Pink Pepper Eau De Toilette perfume among
the customers within the time duration of 4 months.
 Enhance the profit b 10% in the next 3 months.
 Development of loyalty between customers related to the brand in the upcoming 4
months.
 Developing positive image of brand in the market.
Measurement of success
in order to measure the success or the growth of marketing campaign of Pink Pepper
Eau De Toilette perfume, the management of Marks and Spencer is adopting numerous
manners. Below mentioned are some of them:
 Enhancement in the number of like, share and comments on the social media channels
of the company.
 Noticing the changes in the sales of Pink Pepper Eau De Toilette perfume through the
creation and posting of images and videos on several social media channels.
 Getting the review of perfume from the several newspaper and magazine.
 Accepting feedback from the customers on the promotional campaign of Pink Pepper
Eau De Toilette perfume.
Campaign plan

Start Writing Here
Communication 1: Facebook
Attention: Pink Pepper Eau De Toilette perfume is a product from marks and Spencer which
is doing manufacturing of perfumes of several fragrances. In order to gain the attention of
people, the management is designing a video of 10 seconds. It result in the creation of interest
in the customers related to the particular product.
Interest: the management of Marks and Spencer have to use effective headlines while
making poster for the marketing campaign of Pink Pepper Eau De Toilette perfume. They
also mention the link of their website which bring the customers directly to the website from
Facebook campaign. It is found as the fastest way of developing the interest among the
customers.
Desire: For the purpose of developing the desires in the mind of customers, headline has
been created which is related to the freshness of the fragrances of perfumes. Through the
effective headlines, the company can target the customers of their target market. In order to
developing the campaign of Pink Pepper Eau De Toilette, the headlines has been developed
on the basis of freshness.
Action: The management of Mark and Spencer is adding the link of their website through
which the customers can reach at their website to make purchase. Through analyzing the
likes, share and comments n the Facebook post of company, the management can get to know
about the positive and negative feedback from related to the products.
Communication 2: Instagram
Attention: the attention of customers can be attracted through the attractiveness of post
which is created for the display of perfumes.
Interest: for the purpose of working on the stronger relationship of customers and
management, the marketing campaign have to include the personalized caption. The
management is attracting the customers by offering attractive discounts on the products.
Desire: The management can increase the viewers and the brand awareness through the use
of several hashtags. The customers of Marks and Spencer is take the picture of Pink Pepper
Eau De Toilette and post them on Instagram along with the use of several hashtags and the
management re post them on the page of company.

Action: In the description of post, the management of Marks and Spencer is adding the link
of website of company which bring the customers directly on the purchasing page of
organisation. Through the posting post of Instagram, the management can also analyse the
likes comments and sharing of post by the users with their loved ones or family members.
Communication 3: Twitter
Attention: Continuously bringing the new fragrance in the varieties of perfumes of Marks
and Spencer act as the attraction point of customers.
Interest: The post of Pink Pepper Eau De Toilette include the caption “Fragrance of
Freshness”. This caption represent the customers who use perfumes in order to maintaining
the freshness.
Desire: The respective post involve the attractive image of perfume which develop the desire
to buy in the mind of customers.
Action: Several purchase operations are being included in the post of Pink Pepper Eau De
Toilette perfume through which the customers reach at the buying website of company. On
the post, the customers can also provide the feedback related to the respective product or Pink
Pepper Eau De Toilette perfume and the management of Marks and Spencer get to know
about the issues and problems which is being caused by the perfume manufactured by them.
Communication 4: YouTube
Attention: Through presenting some attractive pictures and the pics of fresh pink pepper, the
company can attract the customers who are looking for the fresh and long lasting fragrances.
Interest: The major objective of posting the video on YouTube is to spread the awareness
about the brand and product. Through this, the company is attracting the customers and
develop the interest towards the products in the mind of customers.
Desire: The respective video will introduce the several variety of perfumes which are being
provided by the Marks and Spencer and leads to the development of desires through the
visual aesthetic of perfumes.
Action: The YouTube video of Marks and Spencer is also involve several links through
which the users can see the list of products and prices. They can also make the purchase
through the official website of business organization.

Communication 5: Website
Attention: The marks and Spencer is the well known retail company which is providing
several products. The website of Marks and Spencer is presenting the real images of products.
Interest: There are variety of perfumes are being provided by the business organisation.
Though provide the link of official website of company, the users can see the entire list of
their offerings along with their prices.
Desires: The website of business organisation provide the entire information of products. The
Marks and Spencer company is providing the food products, cloths, lifestyle goods and many
more.
Action: The website of Marks and Spencer is providing the entire information of products
which are being offered by the business organisation. The respective business oganisation is
providing the link of the website on several social media platforms such as Instagram,
Facebook, YouTube and many more.
Reflection on Campaign
The reflection helps in understanding diverse approaches which is used by
Marks & Spencer perfume campaign in order to have increase in profitability, sales, brand
awareness and customers loyalty. The different platforms of Social media such as Facebook,
Instagram, YouTube and many more which is used by organisation. To develop the social
media campaign, Marks & Spencer was using platforms of social media which helps in
advertisement of company products and allows company to reach number of users. The
platform of social media allows users to have conversations, sharing information and creating

web content. The Facebook as social media platform is used mostly which offers advantage
to Marks & Spencer to promote its product and link is provided to customers which helps in
attracting to large number of customers and increase of customer base. The Instagram is
gaining popularity between young users that offers advantage to organisation to gain attention
of customers through use of such platform.
Social Media:
I take use of social media as sources of advertisement for products and services in
relation to Marks & Spencer of pink pepper Eau de Toilette perfume. This platform
comprises less cost. The use of this platform help me in reaching to large audiences and
allowing interactions with customers. There are around 1.415 billion account on Facebook,
300 Million on Instagram account and 288 million on Twitter account that offers opportunity
to organisation in context to Marks & Spencer to promote its product of perfume. The use of
social media helps in increasing potential of users to reach billion of user that allows in
creation of opportunity for user interest. Social media is becoming an important tool for
business with diversity in digital marketing tool.
Customer interaction: Facebook
It is important tool in social media platform along with popular in different parts of
world being social networking sites that helps in connecting with friends, brands and family.
This has 1.415 billion account among which 70 million of accounts are business. The
company Marks & Spencer take use of this platform for its product promotion of Pink pepper
Eau de Toilette perfume by posting its image, description that helps in attracting customers to
purchase. It has its own application Messenger that is used for the purpose of having
interaction with users by messaging and containing no cost. The company has opportunity to
communicate for 24 hours which allows them to develop good relationships with customers.
The Marks & Spencer has around 36 million Facebook followers and comments on its every
posts. There is high rate of customer engagement which allows to attract more customers
towards brand product. The sales of Marks & Spencer of product pink pepper Eau de Toilette
perfume increases through this campaign.
Hashtags: Twitter and Instagram
The Hashtags are important which works as search tool that helps users in post
finding that contains significant words which narrow down searches on platform such as
Twitter & Instagram. There are around 500 million post which is uploaded in Twitter per day.
On different social media apps Hashtags are used. The Marks & Spencer perfume campaign
is taking use of Hashtags for communicating which helps in increasing customer engagement

with brand. I take use of several Hashtags such as #Marks&Spencer perfume, #perfume,
which are beneficial for the campaign. The Hashtags are used several times on Instagram and
Twitter that increases engagement of user. This indicates success by increasing awareness
regarding products through sharing of pictures.
Reviews: YouTube
It is important to have online reviews of different peoples as customers buy products
on basis of these reviews. Different steps are taken to provide essential information to user
athta re mentioned below-
 Analyses of audience.
 Developing outline of review
 Products reviews in order to meet the requirements
 Release of review in public in order to helping them.
 Evaluation of improvement
The YouTube is considered by me as purpose of promoting product of perfume brand
of Marks & Spencer campaign. In this I consider different celebrities endorsement for aim of
advertising the perfume which provides more connected view to customers. The honest
review to customer is provided which is related to products where people gain proper
understanding regarding company and products. This also helps in creating positive brand
image of Marks & Spencer perfume.
Events: Web page
For different events I have decided ideas which creates interest related to
surroundings of products and buyers have potential to experience product which is beneficial
in deciding right type of perfumes. There is rapid growth in retail industry which increases
number of customers. This campaign is publicized through web page of company in which
different user are interested in buying products and attending event on social media. Some
people who has no interest will attend events for experiencing perfume smells.
Conclusion
From above analysis it is been concluded that marketing campaign helps organisation
in attaining its objectives through increase of profits, sales as it takes use of several social
media platforms to promote product. The customer engagement increase with company and
increase loyalty with brand as use social media platform increases brand awareness along

with traffic on websites. The social media platform are such as Instagram, YouTube,
Facebook etc. which is used by organisation in order to reach large audience.
References
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