M&S Marketing Communication Campaign: Pitch, Strategy & Analysis

This report outlines a marketing communication campaign pitch for Marks and Spencer, focusing on increasing overall sales. It details a brand audit emphasizing trust and quality, identifies the target audience and stakeholders, and establishes SMART objectives. The creative strategy involves various customer offers and market awareness initiatives, utilizing social media platforms like Facebook, Instagram, and Twitter. A media mix plan is proposed to reach a broad audience, and a marketing budget is allocated for promotion, sales publicity, and direct selling over five years. Key Performance Indicators (KPIs) are employed to analyze performance and ensure effective campaign execution. The campaign aims to enhance Marks and Spencer's market presence and achieve desired sales targets, with ongoing analysis to bridge the gap between actual and desired performance. Desklib provides access to similar solved assignments and resources for students.

C
MARKETING
COMMUNICATION

INTRODUCTION
Marketing communication is the message and
media which is used by the marketers to
communicate with the target markets. This
basically helps in moving products and
services, ideas from manufacturer to the end
users and build goods relationships with the
customers.

Cause marketing campaign pitch
For this marketing campaign pitch is “Sell it
to us” and Marks and Spencer is operating
in various product range and also offering
various offers to the customer in order to
add the value to the customer as this is the
customer centric company which made and
sell their products as per the needs of the
target market.

Brand Audit
For this, Marks and Spencer is focusing for
building the core value of company which
includes the trust, quality products and its
services. The vision of the company is to be
the standard against which the other are
measured. The mission of an organisation is to
make the aspirational quality accessible to all
values.

MC target audience and stakeholders
• The target audience for marks and Spencer are the people who belongs to age group of 45
plus, loyal shop shoppers, social-economical groups as well.
• The main stakeholders for M&S are customers, employees, suppliers and the owners which
have the great influence in the business functionality.

Smart Objectives
Smart Objectives
Main Objectives of Marks and Spencer is to advance the living standards and also focuses on the current market trend in order to meet the requirements of target market.
Main Objectives of Marks and Spencer is to advance the living standards and also focuses on the current
market trend in order to meet the requirements of target market.
Specific: The marketing campaign of M&S is “Sell it to us”, which the main motive of increasing the overall
sales of the company.
Measurable: The growth of the market campaign is being measured with the rise in the overall sales and this is
directly accountable to preferred initiative.
Action: With the help of this market campaigns, Marks and Spencer able to connect and enhance its
working value with regularity.
Realistic: Increase in the sales will leads to shows the higher profitability of the company through this market
campaign.
Time bound: Specific time period to conduct and complete this market campaign is 1 month.

Creative Strategy
Marks and Spencer has introduced the
various offers to their customer and creating
awareness in the market which is leading to
increase the overall sale of the company.
Thus, with this they can full fill the pitch
point of this marketing campaign.

Marketing communications mix
Marketing tools applied
• There are various way or tool which are being used by Marks and Spencer which are following:
• They are using social media platform such as Facebook, Instagram and Twitter by which they
can cover the large group of audience to sell their products.

Media mix plan
A media mix plan is the combination of the
various communication channel from the Marks
and Spencer which can be use to meet the
objectives of the business(Zwerin, Clarke and
Clarke, 2020). This helps in covering the large
audience group which might be further the
potential buyer of the company.

Campaign management proposals
For the success of this market campaign the budget plan is stated below which helps the company to meet
its requirement in order to have the effective working for the campaign
Marketing budget of Marks and Spencer
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing outlay
Promotion 6500 3200 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900

Continue…
In order to ensure the better performance of the marketing campaign, marks and Spencer is
using the Key performance indicator in order to analyse its performance so that they can rightly
ensures the better working. With this, they basically analyse the deviation from the operations
that what s the actual performance and the desired one so that they can rightly have the better
output from the market campaign.

CONCLUSION
From the above market campaign, it is concluded that company is going to launch
the campaign by which they can focussing on increasing the overall sales of the
company. It is derived that the company is using the Instagram by which they are
cover the large customer group. They are also using the KPI in order to analyse the
difference between the actual and the desired performance.