Comprehensive Marketing Mix Strategy Report for Marks & Spencer

This report provides a detailed analysis of the marketing mix strategy employed by Marks and Spencer (M&S), a leading British multinational retailer. The report explores the key elements of the marketing mix, including product, price, place, promotion, and people, and how these elements contribute to M&S's business objectives. The product section examines the range of M&S offerings, from clothing and food to home products, and how product quality and packaging contribute to brand value. The price strategy, including competitive and dynamic pricing, is discussed, along with its impact on customer satisfaction. The place element covers M&S's global presence, including its stores and online platforms. The promotion strategy, including the use of various media channels and loyalty programs, is analyzed. Finally, the people element explores M&S's employee policies, focusing on employee retention, training, and customer satisfaction. The report concludes by emphasizing the importance of the marketing mix in achieving M&S's business goals and creating a strong brand image.

The Marketing Mix at
Marks and Spencer

Table of Contents
INTRODUCTION...........................................................................................................................3
Main body...................................................................................................................................3
Marketing Mix strategy in the Marks and Spencer.....................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing mix refers to the model which defines the set of marketing tools that the firm
use for accomplishing the marketing objective in terms of effectively launching the new product
in the market place. This report includes the various element of marketing mix at the Marks and
Spencer company such as product, price, place, promotion and people. Marks and Spencer is the
largest British multinational retailer, established bu Michel Marks and Thomas Spencer in 1884
and its headquartered in the London. Company sells their own brands of clothes, food products
and home products. Marketing Mix strategy plays an important role in increasing the
productivity and profitability of the firm and also helps in creating the better brand value by
producing value and good quality products to consumers(Borden, 2016).
Main body
Marketing Mix strategy in the Marks and Spencer
Marketing Mix strategy designed for the success of enterprise regarding launching the
new product which satisfy the customer needs. It plays an important role in the success of the
every business firm because it includes those tactics and strategies which is effectively used bu
the Marks Spencer for achieving the desired level of results from the customers at market place.
To ensure the success, the Marks and Spencer take care to integrate various strategy of marketing
mix in the marketing plan which reflect the business operations as well as the companies goals
for the products(Constantinides, 2016).
Product
Marks and Spencer is recognized as the most popular and retail chain brand in the world.
The company includes the various products in its marketing mix which covers the wider items
for different age groups such as men, women and kids. It offers the various products for the
women which involves clothing's such as jeans, linen, shirts, skirt, blazers and many more items
and in footwear items for women such as boots, sandals, pumps and heels. It also includes
various famous brands for women classic, indigo, twiggy and foot Glove. Marks and Spencer
offers various home and furniture products which includes home accessories, furniture for
bedroom room, living room and dining room. Company also provides the various food and wine
sections which sells lunches, dinner, main course and wines & starters. Products with good
quality and packaging creates the brand value of the marks and Spencer in the global
market(Jones and et.al., 2018.).

Price
Marks and Spencer has it owns designed brand in clothing sections for men, women and
kids. It uses the competitive price strategy in its marketing mix strategy which provides goods
and service in the competitive price to consumers due to the high level of competition at the
market place. The company faces the high level competition from big retailers as well as online
retailers. For increasing the productivity Marks and Spencer use the Dynamic price strategy
during the seasonal time in terms of offering high discount on products to consumers and also
produce the old stock for sale at low price as compared to the new stock of the products. Marks
and Spencer also set the price strategy which is affordable for the customers as well as its
business because it has great focus on the satisfying its customers which results in building a
better brand image of the company in the market place. (Newman and Patel, 2015).
Place
Marks and Spencer operates their business activities in more than 50 countries with more
than 1000 stores which produce the wide range of the products. It is an international brand but its
major business is established in the United Kingdom where the company has more than 800
stores(Jones, Comfort and Hillier, 2017). It also begins its business in India in 2001 and at
present it got more than 50 stores. The business of Marks and Spencer is worldwide which
includes many countries such as Turkey, Spain, France, Ireland, Finland and hungry. Company
also designs its own website from where can customers buy the products online and get home
delivery. Marks and Spencer also provides delivery of some products at the international level.
Promotion
Marks and Spencer focused on providing a common message on all medium of
communications. It selects its marketing strategy very carefully for aligning the advertisement
campaigns with digital marketing and in store strategy. Company uses various promotional tools
for promoting its brand value as well as products such as TV ads, mobile ads, print media, online
and other social media channel and campaigns. Marks and Spencer also use its online website for
promoting its brand as well as clothes for men, women and kids and customer can find fashion
tips on its website(Jones, Comfort and Hillier, 2017). Through providing the discount offers to
its loyal customers Company also promotes its seasonal sell. Marks and Spencer also design and
develop the special loyalty programs such as 'Sparks' which adds the points in the customers

accounts on the basis of purchasing the products of the company and these rewards points can be
used by consumers for future shopping from the M&S stores.
People
Marks and Spencer operates their business worldwide and has 1000 stores across the 50
countries. The employee's strength of the Marks and Spencer us around 83000 worldwide.
Company follow the competent payment policies which retain its employees in the enterprise. It
has great attention in terms of providing special pays top nits employees. For increasing the
morale and motivation of employees Marks and Spencer also gives the performance based
rewards to its employees. Company also designs the learning and development sessions for its
new trainees and also arrange specialize program for higher level roles(Whitehead, 2015.).
Company supports those employees who wants to build career elsewhere through providing them
flexible working hours. It provides various benefits to its employees such as pension, life
insurance scheme, share buy and health insurance schemes and employees also enjoy the
discount offers while purchasing the products of the company. Marks and Spencer also focus on
the diversity in each store to promote the women employees by creating more female friendly
policies(Newman and Patel, 2015).
Marks and Spencer also focused on the customer satisfaction and for these they provide
the wide range of product and services to its customers. Company increase their brand value
from consumers by providing them great value, quality products such as food clothing and home
products. Marks and Spencer are responding to new trends and are produce the wider choice to
customers by offering fashionable clothes and stylish home products. Company also retains its
customers and gain a competitive advantage by producing innovative products(Jones, Comfort
and Hillier, 2017).
CONCLUSION
The above study has been summarized with that the marketing mix strategy plays an
important role in accomplishing the business objective of the Marks Spencer through producing
the desired product response in market place. The marketing mix is the important tool which
evaluates the all elements which influence the demand for the products offered by the Marks and
Spencer. Marketing Mix strategy creates the demand for the products through offering the value
to consumers which results in the high productivity and profitability of the firm. The marketing
mic tools such as price, promotion, place and peoples helps in providing the conceptualizing

framework for a product of the Marks and Spencer which results in increasing the productivity of
the firm.
REFERENCES
Books and journals
Borden, N.H., 2016. The concept of the marketing mix. Journal of advertising research. 4(2).
pp.2-7.
Constantinides, E., 2016. The marketing mix revisited: towards the 21st century marketing.
Journal of marketing management. 22(3-4). pp.407-438.
Jones, P and et.al., 2018. Marketing and sustainability. Marketing Intelligence & Planning.
26(2). pp.123-130.
Jones, P., Comfort, D. and Hillier, D., 2017. Marketing and corporate social responsibility within
food stores. British food journal. 109(8). pp.582-593.
Newman, A.J. and Patel, D., 2015. The marketing directions of two fashion retailers. European
Journal of Marketing. 38(7). pp.770-789.
Whitehead, M., 2015. Marks & Spencer– “Britain’s Leading Retailer: Quality and Value
Worldwide”. Management Decision. 32(3). pp.38-41.