BMM 5562: Marketing Communication Plan for Marks and Spencer

This report provides a comprehensive analysis of Marks and Spencer's marketing communication strategies, focusing on a campaign targeting millennials. It explores the marketing and communication mix, detailing a marketing communication plan that leverages promotional tools to address weaknesses. The plan includes a big idea centered on sustainable and recycled clothing, a research and development plan, target audience analysis, a creative strategy emphasizing digital marketing, and a marketing mix proposal. Furthermore, the report covers media and production planning, budget allocation, and an evaluation proposal using KPIs to measure campaign success. The author reflects on their role in marketing mix planning and contributing to the campaign's success through effective marketing strategies. Desklib offers a platform to explore similar assignments and study resources.

Title Page
Module ID BMM 5562
Individual report title- Marketing
Communication Report
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Executive Summary
In this report Marks and Spencer conduct the campaign for the millennial, and doing all such
activates helps to succeed of this campaign. The main purpose of marketing communication is to
adopted by the companies to convey the message about the products and the brands. They
compare and contrast the different aspects of marketing mix and the marketing communication
mix and elaborate the marketing communication plans, that helps to utilizing the strengths of
each promotion tools to counter the any weaknesses. In this report it demonstrates the ability of
working of team members to prepare the integrated marketing communications plan
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Contents
Executive Summary.........................................................................................................................1
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Marketing communication Plan...............................................................................................1
The Big Idea............................................................................................................................1
Research and Development Plan.............................................................................................2
Target and Audience research and analysis.............................................................................3
Creative strategy and proposal.................................................................................................3
Marketing Mix proposal..........................................................................................................4
Media Planning........................................................................................................................4
Production planning.................................................................................................................4
Budget planning.......................................................................................................................5
Evaluation Proposal.................................................................................................................5
Reflection....................................................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8
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INTRODUCTION
Marketing communication is the process of media that marketers are using the tool of
communication to attract the target marketers and customers. It includes the different marketing
channels such as modern and traditional advertising, direct marketing, social marketing and so
on (Agaltsova,and Ilyuschenko,2021). This marketing communication channel is focus on that
how business communicate the message to its selected marketers. Along with the main objective
of the company is to communicate with the target audience, to compete with the marketers and to
convince. In this report the Marks and Spencer launching the new campaign for the millennial to
expand their business.
MAIN BODY
Marketing communication Plan
The Big Idea
The marketing communication plan is a strategy plan that helps the company to informing
the target audience about their new product and services, this strategy plan helps the organisation
to understand the taste and preferences of the customers.
Marks and Spencer is a brand of the biggest British retail clothing and food companies. The main
aim and objective of the company is to enabling the local economies to thrives and fulfil the
social responsibilities which is related to the communities to improving the local environments.
Marks and Spencer facing a lots of problems because of the poor performance on its clothing
divisions in the past years, and this thing affect their brand image. So to improve their brand
image Marks and Spencer launch the new cloth which is made by the recycling materials and it
is sustainable for the environment without creating any harm (Bildt, , 2018). This product is
launch for the target millennials customers, currently the Marks and Spencer was introducing the
various fashionable clothing for the youngsters, because the believe that they are very strong
range with potential for their commercial success. The segment of the Marks and Spencer is cost
conscious group and their target audience is upper class and upper middle class peoples. Along
with their positioning is the high quality within the reach.
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Micro Environment is related to those factors which is directly related to the internal factors
which is controllable. But influence performance and day to day activities of the company.
Strength
 It is the strongest and powerful retail
brand
 They having the wide range of products
 Marks and Spencer having the own
branded labels
Weaknesses
 They need to protect their brand from
misuse of fake copyright products.
 Strong competition in retail brand and
they having limited shares
 Less effective supply chain
Opportunities
 They can develop their website to
connect with their new customers
 They having the future opportunities to
expand their business
 They can launch the new market
segments to improve their performance
Threats
 Government policies for the retail
stores
 New competitors with their new
strategies
 Difficulties to doing business
internationally because different
countries having the different policies
Research and Development Plan
Research and development plan helps the Marks and Spencer to gather the knowledge of the
market to create the new products and find the innovation ideas to improve their existing
products and services. Marks and Spencer create their own research team for this campaign.
Marks and Spencer innovate their logo to attract the new customers (Guzman, Andres,and
Poler,2022). Along with they also start to adapt the new innovation strategies to expand their
business for example Marks and Spencer introduce the new product in their camping which is
made by the waste material and eco-friendly product. They target the youngster for this product
because now youngster is more concern for the environment safety, so Marks and Spencer grab
this opportunity and lunch the new product. In this market camping M&S will conduct research
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on its competitors to target audience and doing research on their target competitors. This
research conducts the surveys and questioning for the people to knowing the market current
situation to expand their business.
Target and Audience research and analysis
The Marks and Spencer target the millennia customer, because youngster are more concern for
the environment safety and if the Marks and Spencer wants to attract this customer. They need to
make a proper innovation plan which is relate to the environment safety (Kiran, 2019). The
Marks and Spencer launch the new eco-friendly cloth in this campaign which is made by the
recycling product. The result of the research conducted are given down below:
Environment safety- That people are more aware for the environment safety, they want that
companies made the eco- friendly products for the market, because it is helps to prevent their
environment.
Advance technology-The Marks and Spencer analyse that youngster are like the advance
technology, and they want so thing unique and attractive product in the market, so they need to
work on it.
Using social sites- The market research also shown that online sale is the preferred method of
shopping by the youth.
Creative strategy and proposal
The creative strategies which will be applied in this market campaign are as follows:
 Marks and Spencer can use the smart digital marketing techniques to promote their
products and services.
 They use the sustainable products to protect the environment and fulfil their social
responsibility
 They doing innovative and creative changes in their website to attract the new customer
and expand their business all over the world.
 Marks and Spencer can be switch to upgraded technology to except the dynamic changes
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Marketing Mix proposal
 Product- Marks and Spencer make the environment friendly products; this is the very
unique idea that helps to grab the market. Along with their carbon footprint is also very
minimal to compare the other competitors.
 Price- The price of this product is average normal people can be affording this product,
because the main purpose of this product is to prevent the environment and launch
something unique.
 Place- The research conducted by the Marks and Spencer its shows that online marketing
is more beneficial for the sharing the information of product related to the customers.
 Promotion- Marks and Spencer can use the digital marketing techniques to promote their
product, because it helps to communicate with their customers.
Media Planning
Social media platform helps the Marks and Spencer to promote their product all over the world
They can using the social sites such as Twitter, Instagram, YouTube and so on to sharing the
product and services related content through its own account (Ndofirepi,Farinloye,and
Mogaji,2020). Along with they can share the materials for their target customers. Because
people are more aware and active in social sites, so digital marketing is the best method to
promote their product and it is budget friendly also. Along with its cover the wide range of
customers. Marks and Spencer make a plan to take a more approaches to social media marketing
and integrating the more largely camping’s into its. In order to maintain the investment in
multiple- channels and their strong performance in the online commerce.
Production planning
It is the process to ensuring the all necessary preparation is doing before the productive cycle
begins, so they can run this production plan smoothly. This production planning helps the Marks
and Spencer to decrease the errors, deliver on time and more efficient use of stock. To maintain
the camping effectively Marks and Spencer need to take some steps which are listed below:
 Preparing- The need to notify the appropriate workers about the upcoming productions
runs, and they want to give the details of the order size on right time. Along with they
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need to ensure that machinery should be checked that production are done in proper
manner in working order.
 Routing- They need to follow the schedule in proper manner. Marks and Spencer ensure
that location of the machinery should be influence the path, so that work can be done as
smoothly as possible.
 Scheduling- Marks and Spencer wants to schedule their production work in proper
manner show that they can manage their supply chain in proper manner.
 Dispatching- Marks and Spencer need to ensure that product will be dispatch the
production details to the right person, it include the work orders from the production run.
 Reviewing- Last step they want to review that all production work is doing in effective
way so that they can’t face the problem related to customer satisfaction.
A Gantt chart has also been prepared down below to showcase some important activities
in the production plan.
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The key points related to the Production Plan such as forecast the market expectations to doing
the effective planning for their sale, check availability of the equipment’s and human resources,
taking the standardized steps on times and others (Reem,2021).
Budget planning
The main purpose of the budget plan is to estimate the revenue and expenses over this camping
in future period of time and its usually complied and re-evaluated on a periodic basis. They may
include the financial plan such as planned sales volumes, cost and expenses and others. Marks
and Spencer having the medium budget plan for this camping, the high amount of money is
investing in advertising and promotion activates and this activity need huge investment. Along
with Marks and Spencer can manage this easily because they are large retailer company. But
they also use digital marketing to promote their product, and it is the low cost promotion
activates that helps the company to maintain their budget (Senghor,and Racine, 2022).
Marks and Spencer invest the little amount in free sampling for their customers that helps the
company to attract the target customers easily. A budget proposal has also been prepared down
below in regards of the budget of the marketing campaign designed in this report.
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Evaluation Proposal
After making the proper strategies planning related to the camping, Marks and Spencer need to
evaluate this planning in proper manner. Evaluating the marketing planning means that examine
the data that company achieved their strategy planning in effective manner. It helps to quantify
the assess the target audience awareness’s and recall them a compare the congruence between
qualitative and quantities. Marks and Spencer indicate the strategic planning by the KPI it helps
the company to evaluate the success of an organisation of this campaign. This evaluation
proposal helps the Marks and Spencer to describe that how they monitor and evaluate their
campaign and what was the result came after the campaign in future.
Reflection
In this campaign my main role is marketing mix, I manage the planning related to marketing
mix. I decide the price of the product and influenced my team manners that what steps we take to
maintain the work planning in proper manner. This marketing mix planning helps the Marks and
Spencer to understand that what they product and services are offer to their target customers and
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support the plan to successful in product offering (Theunissen, 2021). Along with I helps my
team member to doing the effective marketing strategies that is the reason to success of the
campaign. I also the part of the media planning that helps me knowing what types of channels I
use to doing promotion activities. When I worked with my media planning team I give my
suggestion that young generation are more social so, we need to promote their product on social
sites and they are too expensive also. They don’t need huge investment; this idea helps the
company to maintain their budget plan. We also doing some survey and questioning to the
people so that we can make the effective strategies planning to promote their new brand. Along
with we identify that millennial are more concern for the environment safety, so we grab this
opportunity and make their media planning related to the environment safety. I learned a lot of
this campaign, its helps me to build my confident and motivate me. Along with I also learn team
work.
Conclusion
In the above report shows that planning is very important for the company it helps to
improve the performance of the company and earn more profit. If the company launch the new
product arrange the campaign so they need to make a big idea that helps the company to manage
their work in proper manner. They want to doing the proper research of the market so, that they
can now the current position of the company and analysis their strength and weaknesses. They
also evaluate the marketing mix proposal, medial plan, Production plan and others. Lastly make
a proper budget plan to maintain this campaign.
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References
Book and Journal
Agaltsova, D.V. and Ilyuschenko, N.S., 2021. Applying marketing mix model WebQuest in
professional English teaching. Перспективы науки и образования, (1), pp.440-449.
Bildt, R., 2018. De kracht van de Kromme Rijnstreek (Doctoral dissertation, Saxion).
Guzman, E., Andres, B. and Poler, R., 2022. Models and algorithms for production planning,
scheduling and sequencing problems: A holistic framework and a systematic review. Journal of
Industrial Information Integration, 27, p.100287.
Kiran, D.R., 2019. Production planning and control: A comprehensive approach. Butterworth-
heinemann.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa. In Understanding the higher education market in Africa (pp.
241-262). Routledge.
Reem, N.F.M., 2021. Young Professional Portfolio (Doctoral dissertation, Saxion).
Senghor, A.S. and Racine, E., 2022. How to evaluate the quality of an ethical deliberation? A
pragmatist proposal for evaluation criteria and collaborative research. Medicine, Health Care and
Philosophy, pp.1-18.
Theunissen, J.D., 2021. Adviesrapport Hotel Estheréa (Doctoral dissertation, Saxion).
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