Report: M&S Marketing Communication Plan and Tools Analysis

This report provides a comprehensive analysis of Marks & Spencer's (M&S) marketing communication strategies, focusing on their clothing segment, particularly women's tops, within the UK market. It begins with an introduction to marketing communication and its significance, followed by an in-depth evaluation of various marketing communication tools, including direct marketing, sales promotion, and advertising. The report examines the characteristics, features, and effectiveness of each tool, highlighting how M&S utilizes them to reach its target audience and build brand awareness. Furthermore, it explores key marketing theories such as segmentation, targeting, and positioning, illustrating how M&S applies these concepts to understand and cater to its customer base. The report also outlines a strategic marketing communication plan tailored for M&S, considering the elements of the communication process and the overall marketing environment. The conclusion summarizes the findings and emphasizes the importance of effective marketing communication in achieving organizational goals. The report also mentions the usage of social marketing theory by M&S.

Marketing
Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
Main body........................................................................................................................................3
a) Critically evaluation of the characteristics, features and effectiveness of marketing
communications tools .................................................................................................................3
b) A strategic marketing communication plan to market the product in UK............................10
CONCLUSION..............................................................................................................................16
REFERENCES .............................................................................................................................18

INTRODUCTION
Marketing communication is a tool or process by which company can promote their
product and services in the competitive market in order to accomplish organisational goals and
objectives effectively. It plays very important role in an every organisation as it aids them to
achieve their target and enhance their sales accordingly. Along with this, marketing
communication too used by marketer by creating awareness among their potential customers
by which company can build their brand image at market place. In this present report, chosen
business entity is Marks & Spencer group plc (M&S) and this is a British multinational retailer
company that is founded by Michael Marks Thomas Spencer in the year 1884. It deals in various
products such as clothing, luxury food and home products. This company used marketing
communication channel for creating awareness about their product in competitive market by
which they expand their business at global level. In context to this present report, it has going
to be discussed various topics such as to discuss about the marketing communication tool and
marketing theories. Simultaneously, strategic marketing communication plan, elements of
communication process and marketing are going to be covered as for analysing an effectiveness
of an organisation.
Main body
a) Critically evaluation of the characteristics, features and effectiveness of marketing
communications tools
Marketing communication plays very important role as it helps an organisation to
maintain their position and deal with the competition in an effective manner. In context to
Marks & Spencer company, they use marketing communication tools for promoting their
products or generating awareness at market place. This company deals with various products
such as clothing, home and luxury food products as the motive is to expand their business at
global level and attract ample amount of customers towards their brand(Armstrong and et.al.,
2014). Also they provide good quality of products at affordable price by which they encourage
customers to purchase their product and make effective decision making process in their mind.
Marks and Spencer company aim is to satisfy their potential customers and maintaining the
brand image at competitive market place. In this current research report, clothing segment of

Marks and Spencer has to be chosen for target market. Simultaneously, the women top is
chosen in clothing segment and for this they targetted on youth for enhancing their sale. This is
because at present era youth are more interested for purchasing clothes so, they target them
for enhancing their sale and earn profit. Also they provide various offers in good quality by the
motive of attracting more customers and retaining old customers for long period of time (Bruhn
and Schnebelen, 2017) .
MARKETING COMMUNICATIO TOOLS
In addition to this, marketing communication can be done by various tool for providing
information or generating awareness regarding their product at market place. This will helps
Marks and Spencer to expand their business at international scale and gain more profit. Their
are various communication tool of marketing such as advertising, sales promotion, direct
marketing, public relations and personal selling and few of them described as below along with
their characteristics and features:-
Characteristics and features of marketing tools
Marketing tools Characteristics Features
Direct Marketing  In context to Marks &
Spencer, direct
marketing process
helps them to gain
immediate response
from customers and
maintain long term
relationship with their
customers.
 By the help of this tool,
it helps M&S to save
their other cost by
removing
 With reference to this,
M&S Provide accurate
and right information
about the product i.e.,
top to the end number
of customers.
 Also, they influence
womens to purchase
their product as they
give in good quality at
affordable price.

intermediaries or
middleman.
Sales Promotion  It aids Marks and
Spencer to encourage
customers for
purchasing top of their
brand over other
brands.
 M&S gives sample
products, coupons for
get trial purchases
which is beneficial for
customers.
 In context to Marks &
Spencer, sales
promotion aid them to
get quick response
from their customers.
 With the help of this
M&S saves their time
because it consume
less time which helps
them to solve
customers issues and
enhance their sale.
Advertising  This tool helps M&S to
cover large amount of
market share as they
provide information in
wider area for both
target market and non
target market.
 By the help of this
Marks & Spencer can
easily promote their
cloth i.e., top in an
effective manner.
 Along with this, M&S
company provide
effective
advertisement by
which customer can
memorise about their
product i.e., top easily.
 Also, they influence
customer to visit on
their sites and
purchase their top
because of
advertisement
process.
Critical evaluation and effectiveness of these marketing tools are defined as below:

 Direct Marketing:- This is an effective marketing communication tool as it gives direct
information to their potential customers. Furthermore, direct marketing can be done by
many ways such as catalogues, email or mail promotions. As well as it provide direct
response through promotions on radio and television. In context to, Marks & Spencer
company, their target segment is clothing in which they target for womens top and for
this they provide information through television, mails and so on. This is because it
create awareness at market place and attract huge customers towards their company.
Along with this, the effectiveness of direct marketing in Marks & Spencer is not difficult
as advertiser can measure easily relative effectiveness of advertisement by using CPO
(COST PER ORDER). Furthermore, it can be evaluated in few minutes on the basis of
number of calls will generate.
Direct marketing has various positive aspects such as build loyalty which means M&S
continuously using direct marketing channels i.e., SMS, email and so on by which company can
build positive brand loyalty in competitive market. Along with this, direct communication aids
this company to make effective relation between middlemen and customers by using CRM
technique. On the other hand it has been analysed that they also has some negative aspects
such as limited reach as this is not compulsory that everyone is using broad cast media.
◦
 Sales Promotion:- In reference to Marks & Spencer, sales promotion tool helps them to
convince womens for purchasing their top in an effective manner. This technique not
only helps in retaining old customers but it also provoke other customers for using it.
Sales promotion can be done by many ways such as coupons, discounts, rebates, buy
one get one free scheme and many more. The main motive of this tool is to attract new
customers and maintain long term sustainability at competitive market place. Their
target segment is women clothing so they gives various offers for attracting them
towards their brand. Furthermore, the effectiveness of sales promotion in Marks &
Spencer is easy as they can find their loyal customers easily by increasing in their sales.
In addition to this, it has been analysed that sales promotion has both positive and
negative aspect which affects their image at market place. The positive aspect of this tool in

M&S is they encourage people for tray their product in order to boss their sales. On the other
hand its negative aspect as sales promotion is can be done for short period so, somewhere it is
difficult for customers to buy cloth in short time.
◦
 Advertising:- This is a very important and effective tool of marketing communication. It
helps Marks & Spencer to provide information about its products i.e., womens top or
clothing to their customers by print media, online websites, television, radio and many
more. This tool used by M&S for giving complete knowledge and awareness about the
firms products, as it is easy to communicate with customers and capture large target
audience. In addition to this, the effectiveness of advertisement is that M&S can track
their traffic for analysing how many customers visit on their stores. This is because
company will evaluate their performance and solve problems in an effective manner.
Along with this, it has been evaluated that Marks & Spencer, contains positive aspect by
advertisement i.e., they generate awareness and educate customers regarding their products
simultaneous, this also has negative aspect like, mislead advertisement can confuse customers
and change their decision making process.
MARKETING THEORY
In context to Marks & Spencer, segmentation, targeting and position is taken as a
marketing theory which are describe as below:-
 Segmentation:- Market segmentation theory means to break down a market into
different different section. Along with this, it is a process that to divide customers
according to customers needs and requirement which is based on short term and long
term interest rate. In context to, Marks & Spencer, their target their segment in clothing
and they target women especially for it as they are selling womens top. This is because
for enhancing their sale and attracting customers towards their brand in an appropriate
way. The motive of this theory is to satisfy customers and for this they divide the
market on the basis of their demand by which they can easily satisfied and provides
clothe at specified time period. By this they will attract customers and retain old

customers for long period of time. It will also aids Marks & Spencer to maintain
sustainability at competitive market.
 Targeting:- The target marketing theory means to evaluate potential and commercial
attractiveness of each segment and provide products accordingly. This step comes after
segmentation step by which Marks & Spencer company can target their customer easily
and enhance their sales in an appropriate manner. The motive of this market is to earn
more profit by attracting various number of customers. Furthermore target theory
includes those buyers who share common need or characteristics for getting good
response in term of offering. In addition to this, aim of target marketing theory is to
make best effort in market by providing various benefit in their clothing such as
discounts, buy one get one scheme and so on. This theory aid Marks & Spencer to
enhance their sale and attract new customers towards their product or company.
 Positioning:- This is a last stage of marketing theory which says about the actual
condition of position of a company at competitive market place. In context to, Marks &
Spencer company helps positioning theory for analysing its position at market place.
Furthermore, this theory aid company to marinating its sustainability for longer period
of time and achieve their target in an effective manner. It has been analysed that
company provide various offers in their particular cloth which are in good quality and
motivates them to buy it. With the help of this, Marks & Spencer cover large amount of
Market share and attract more customers towards their brand and built its positive
image in the market by which they enhance their sale and earn more profit.
As per thee above mentioned theory, it has been analysed that, by the help of this
marketing theory Marks & Spencer company build its positive image and increase their sale.
Also they encourage women to buy their cloth as this is in good quality.
In communication theory contains various theory which helps companies to promote
their product by using various marketing communication tools for increasing in their sales. In
context to, Marks & Spencer company they choose social marketing theory for providing
information and generating awareness about their clothing product (womens top) at market
place. Along with this, social media theory is a process by which organisation can promote their

product and influence customers to buy their product and make effective decision process. By
the help of this theory, Marks & Spencer can give accurate message at wider area and get
effective response. Furthermore, social media theory, company will maintain long term
relationship with their customers and moves towards success. Also, Marks & Spencer get
ample amount of idea for creating innovation in their product and enhance their sale in an
appropriate way. The theory main focuses on to identify their social and psychological
problems and develop innovative idea for overcome these barriers. In present era, social media
theory is plays very essential role is communication theory as it is an easiest process of
providing information or generating awareness at market place.
b) A strategic marketing communication plan to market the product in UK.
In the modern world, it is very necessary for an organisation to develop an effective marketing
communication plan in order to survive in the competitive market. Marketing communication
plan refers to a strategy which is made to communicate the marketing messages of the product
or service in order to attract the target consumers. It is a very important to develop a
communication plan to sell a product, since no business can succeed if there marketing and
communication strategies are not effective(Čábyová and Ptačin, 2014). To market a product
and develop customer interest, the plan needs to be solid and eye-catching. Marks and Spencer
has to build an effective Strategic marketing communication plan to develop a product in UK.
Tag line/ Headline: Restoring value and style in clothing
Slogan: Spend it well
Short Description: Marks & Spencer is a multinational retailer
that specialises in selling clothes, home
products and luxury foods. The company was
founded by Michael Marks and Thomas
Spencer in 1884.
Product Taken Top in Women's clothing.
Role in Purchase cycle: To gain maximum satisfaction by using the
product.

Value category: Quality, Innovation and Trust.
Value Statement: To provide the best quality and services to the
customers.
In the modern world, it is very necessary for a company to develop effective marketing
communication plan because only then the sales can be done. Marks &Spencer, a global brand
which is performing really well in the market today also have to take some actions to increase
the level of satisfaction amongst customers. As the products of Marks and Spencer involves
huge costs, so they cannot be purchased easily by lower class people (Fill, and Turnbull, 2016).
In this study, the product developed by Marks and Spencer is clothing i.e., Tops for women of
age group 22-40 years. To develop the brand image and stay competitive in the market the
company has to establish an effective plan such that it can attract customers of all level by
making the product at low cost. To market a product in UK, Marks and Spence has to make has
to make a strategic marketing plan, which is as follows:
Goals & Objectives
Identify & Profile audience
Develop messages & Identify Messengers
Vision : To set some standards against which others can measure their performance.
Mission : Marks & Spencer mission is to make aspirational quality of women's clothing
which is accessible to all.
Goals & Objectives : It refers to specific and measurable tasks which helps in improving
the performance of the organisation. Goals and objectives of the organisation lead to the
success of the organisation as the the whole organisation works according to that. Marks and
Spencer aims to:
 To stand competitive in the market.
 To attain maximum level of customers satisfaction. To attain maximum amount of profit in the UK market.

Develop Messages and Identify Messengers: Marks and Spencer will work to develop
and build message in such a way that in can build customer interest. To build the message in
order to build customer interest the company can create some offers, can use some catchy tag
lines like “Restoring values and style in clothing” which can be used to attract individuals
specifically women. After developing a message, the marketers of Marks and Spencer will
identify and analyse the various platforms through which they can market their message. The
various platforms may be television, radio, online, etc. As in today's world every individual is
highly in touch with social media so the marketers can choose e-mail marketing as the effective
marketing channel after the identification of medium the company can select e-mail marketing
as their platform(Kerrigan, 2017).
Here the various strategies used by Marks and Spencer are segmenting, Targeting and
positing model which will allow the company to expand more in a specific segment. This
strategy will allow the company to reposition itself on the basis of current market demand in
UK. The strategies are explained in detail as following:1. Segmentation: It refers to the process of dividing the market on the basis of needs and
wants of customers, so that the marketers can easily modify the marketing movements.
Segmentation in Marks and Spencer can be done by dividing the customers into
different groups as the major focus is given to women's clothing and can also be done
by adding new options to line of Tops. This segmentation is done on the basis of
demographic(Age, gender, income, occupation), psycho graphic(lifestyle,personality)
and or behavioural bases(attitude,status, income).2. Targeting : It is a process of breaking the large market into small segments in order to
focus on specific group of people and focuses solely on serving a unique customer base.
Marks and Spencer focus to develop a target market which is both quality and value
conscious (Kim, and et.al., 2014) (Lilleker, 2015) . The main focus of the company is
necessarily on the development of wide target audience which is linked directly to the
range of products offered for women. The company is trying to offer varied range of
product line in Tops like office wear,party wear,etc.

3. Positioning : It refers to a way in which the made and identity of the brand could be
established in order to attract customer segment. Positioning is a way by which a
company can outshine and give competition to the market. Marks and Spencer has
positioned itself at the mid-tier of the UK. The idea behind it was to introduce a product
in the women segment which can compete in the market of UK from the view of pricing.
Identify and profile audience: In this step the marketers of Marks and Spencer will be
responsible for identifying the buying behaviour of consumers. To identify the buying
behaviour, Marks and Spencer can use Psychological consumer behaviour model. This model is
based on the hierarchy of needs i.e., psychological, social, safety,ego and self-actualization
needs(Luxton, Reid, and Mavondo, 2015). This model says that, the behaviour of customers
gets motivated by their needs and customers needs never ceases but it arises one after
another, an individual strives to satisfy the basic needs first and then moves on to a higher level
of needs and tries to satisfy them. To analyse the customer buying behaviour, it is required to
analyse the process of customer buying behaviour and the process starts with:1. Need recognition : This is the initial step of buying behaviour of consumers, in this step
the marketers of Marks&Spencer will try to recognise the needs of customers and will
focus on fulfilling those needs.2. Information Search : After recognising the needs of customers the next step is that the
consumers will collect the information about the products offered by Marks&Spencer by
the experience of family member, friends , advertisement, neighbourhood or by
examining and using the product.3. Evaluation of alternatives : After getting the required information about the product
i.e., tops for women ,the customers will now evaluate the various alternatives on the
basis of quality and satisfying power of the product.4. Purchase Decision : After evaluation of various alternative the customer will make the
buy the product but the may deny the decision due to some reasons. In this case the
marketers of Marks&Spencer will be responsible to find out various reasons and should
try to remove them by providing sufficient information and guarantee of the product