Analyzing Marketing and Communication Mix of Mark & Spencer's Campaign

This report provides a comprehensive analysis of Mark & Spencer's marketing and communication strategies, focusing on a new product launch campaign. It explores the application of the DRIP marketing theory to achieve marketing objectives, identifies the target audience as primarily non-vegetarians and the younger generation, and examines the promotional mix element of advertising. The report details the key message conveyed through video advertisements on platforms like YouTube and television, highlighting the introduction of new flavors and product varieties. It also discusses the marketing communication mix, including advertising, public relations, sales promotion, personal selling, and direct marketing. The report concludes by suggesting a direct rating test to measure the effectiveness of the video campaign, emphasizing the importance of marketing strategies in business development. Desklib provides access to similar solved assignments and past papers for students.

Running Head: MARKETING AND COMMUNICATION 0
Marketing and Communications
(Student Name)
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MARKETING AND COMMUNICATION 1
Table of Contents
Introduction......................................................................................................................................2
Achieving marketing objectives......................................................................................................2
Target Audience...............................................................................................................................2
Element of Promotional Mix...........................................................................................................3
Key Message....................................................................................................................................3
Promotional Channels......................................................................................................................3
Marketing Communication Mix......................................................................................................4
Method of measuring Effectiveness of Video Campaign................................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

MARKETING AND COMMUNICATION 2
Introduction
Mark and Spencer are one of the foremost businesses in the global market. Mark and Spencer
have introduced a new product in the market for which they have arranged campaign. They
targeted their consumers according to the products they are introducing in the market (Zhang et
al., 2018). In the ensuring context of the report, there will be a comprehensive discussion on the
marketing campaign arranged by the company.
Achieving marketing objectives
The company achieved its targeted objectives by adopting an effective marketing campaign as it
will be explained through DRIP marketing theory:
Differentiate: The Company differentiates its product from others in the same domain as the
advertisement of Mark & Spencer focused on beef traceability. They introduced a variety of
product with one flavor that provides options for the consumers to eat whatever they want.
Reinforce: here the aim of the company is to remind the consumers towards the benefits of the
product. Therefore, Mark and Spencer describe their brands as an experienced wrapped in a
promise. They demonstrate the experience by producing attractive video in which they focus on
the presentation of food that brings water in the mouth of consumers.
Inform: the company informs the consumers about their new products in the market by providing
attractive video to the, It covers a variety of products that will be offered by the company to their
consumers.
Persuade: it refers to induce the prospect of an individual to behave in a certain manner. Mark
and Spencer build the relationship with their consumers by getting it emotional connect with
them as they connect with them through the platform of YouTube and TV. In YouTube, the
consumers can share their views that made them connected towards the company (Wall and
Spinuzzi, 2018).

MARKETING AND COMMUNICATION 3
Target Audience
The key targeted audiences for the consumers are the group of non-vegetarian. They target all
range of consumer groups for their products who prefer to eat beef still the main target audience
for the company will be young generation as they want the new flavor to eat as well as they have
great spending power than another group of individuals. The young generation individuals have a
great level of spending attitude who loves to explore a new place and new food.
The element of Promotional Mix
The company has adopted advertisement as a promotional mix due to the reason they are
introducing new products in the market for which they adopt the method of advertisement for
spreading awareness about their new product in the market (Khan, 2016)
Advantages
 Most of the consumers are on the internet that enhances their awareness of products
 The company can target more effectively with the help of advertisement
 They can track the results by analyzing the comments and viewing a number of the video.
Disadvantages
 Huge competition in the market can affect their marketing campaign
 Such advertisement is common among the companies that affecting in targeting the
consumers (Kumar and Patra, 2017).
Key Message
The company wanted to convey that they are introducing new products to the market. With the
help of video, they create awareness for their new products being launched in the market to
attract maximum consumers in a more effective and efficient manner.
The key message that the company is conveying in the market is that they are introducing new
flavor in a different variety of products that represent delicious, and attractive to the consumers.

MARKETING AND COMMUNICATION 4
Promotional Channels
The promotional channels adopted by the company are explained in the below points:
Social Media: it is one the effective platform used by the company to target their consumers.
They have realized a video of their products in YouTube to spread awareness about their new
product as they are aware that most of the consumers are available on social media therefore, it
would be the effective tool to target their consumers
Television: the company has also adopted the platform of television to target its consumers. They
would able to target more consumers with the help of television in an effective and more
efficient manner (Garrett, Straker and Wrigley, 2017).
Marketing Communication Mix
The marketing communication mix is one of the effective approaches that are castoff to stimulate
the business or the products to target the consumers. It is also referred to the promotion mix and
it has a five set of tools that the businesses are used to communicate with their consumers,
prospects as well as stakeholders. There are different elements of the marketing communication
mix as they are:
 Advertisement: it refers to the paid promotion of products or services which is one of the
effective manners to reach out to a large number of individuals.
 Public Relation: it includes the building up of a good relationship with the media as well
as those individuals who are interested in the organization
 Sales Promotion: it is one of the short-term incentives that the organization offers relating
to their products or the services
 Personal selling: it is the method in which the company sells its products directly to the
consumers.
 Direct marketing: it includes highly targeted messaging that is majorly sent to a narrow
group of consumers (Todorova, 2015).

MARKETING AND COMMUNICATION 5
Method of measuring Effectiveness of Video Campaign
The company should adopt direct rating test in which the consumers are asked to rater rank the
alternative advertisements. The consumers can consider a variety of criteria to rate the
advertisement which includes message clarity, message contents as well as the overall
impression that would help the company to measure the efficiency of their video campaign.
Conclusion
It can be concluded from the above analysis that the marketing strategy has a vigorous role in the
evolution of business. Mark and Spencer have introduced new products in the market. They
adopted the platform of social media to target their consumers. Therefore, the company should
adopt an effective method to measure their effectiveness of the campaign to make their
advertisement more successful.

MARKETING AND COMMUNICATION 6
References
Garrett, A., Straker, K. and Wrigley, C. (2017) Digital channels for building collaborative
consumption communities. Journal of Research in Interactive Marketing, 11(2), pp.160-184.
Khan, M.S. (2016) IMPACT OF PROMOTIONAL MIX ELEMENTS ON TOURIST'S
SATISFACTION: A CASE STUDY OF MUSSOORIE. CLEAR International Journal of
Research in Commerce & Management, 7(4).
Kumar, S. and Patra, S. (2017) Does Promotion Mix Really Help To Enhance Brand Equity: A
Literature Review. Asian Journal of Management, 8(4), pp.1387-1392.
Todorova, G. (2015) Marketing communication mix. Trakia Journal of Sciences, 13(1), pp.368-
374.
Wall, A. and Spinuzzi, C. (2018) The art of selling-without-selling: Understanding the genre
ecologies of content marketing. Technical Communication Quarterly, 27(2), pp.137-160.
Zhang, D., Sogn-Grundvag, G., Asche, F. and Young, J. (2018) Eco-labeling and retailer pricing
strategies: The UK haddock market. Sustainability, 10(5), p.1522.