Marketing Communications Campaign Analysis: M&S Food Division Review

This report provides a comprehensive review of Marks and Spencer's (M&S) marketing campaign, focusing on its food division's video campaign. As a graduate trainee, the report analyzes the campaign using the DRIP framework (Differentiate, Remind, Inform, Persuade) to assess its effectiveness. The report identifies the key target audience, which includes consumers with trust issues regarding beef consumption. It examines the elements of the promotional mix, highlighting the use of advertisements and public relations, particularly focusing on beef traceability. The key message of the campaign emphasizes M&S's commitment to beef traceability and quality, implicitly encouraging consumers to spend wisely. The report notes the use of social media and online video platforms as promotional channels. The marketing communication mix is discussed, emphasizing the effective use of advertising and public relations. The report concludes by evaluating the campaign's effectiveness based on positive responses and its impact on beef traceability standards. The report highlights the campaign's success in attracting customers and promoting M&S's commitment to quality and consumer trust.

Running head: MARKETING COMMUNICATION
Marketing Communication
Name of the Student
Name of the University
Author Note

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Table of Contents
1.0 Introduction..........................................................................................................................2
2.0 DRIP.....................................................................................................................................2
3.0 Key Target Audience...........................................................................................................3
4.0 Elements in Promotional Mix..............................................................................................3
5.0 Key Message........................................................................................................................3
6.0 Promotional Channels..........................................................................................................4
7.0 Marketing Communication Mix...........................................................................................4
8.0 Measuring Effectiveness......................................................................................................4
9.0 Conclusion............................................................................................................................5
References..................................................................................................................................6

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1.0 Introduction
Marketing campaigns have been one of the major channel for communicating with
the customers. As a graduate trainee in Marks and Spencer’s marketing team, task to review
the marketing campaign has been assigned. The study will be using the DRIP to analyze and
review the campaign for the task. Key audiences will be assessed for the video campaign
along with the addressing the promotional mix elements. The study will be discussing the key
message that has been observed from the video campaign.
2.0 DRIP
To analyse the campaign DRIP has been considered which is consisting of the factors
such as Differentiate, Remind, Inform and Persuade (Wirtz and Lovelock 2018). For the
video campaign it is stated below;
 Differentiate: The media campaign has been provided by Marks and Spencer’s video
campaign has been identified as the unmatchable quality and the traceability of beef used
in their products.
 Remind: The video campaign by Marks and Spenser’s does acts as a reminder for the
customer to express the ultimate trust in Marks and Spenser’s ultimate beef offerings.
This will reinforce the communicating the message to their desired customers.
 Inform: This is the portion that is associated with the development of the activities that
are related to projecting the information about the traceability of every beef used in food
o ensure the trust of consumers.
 Persuade: Marks and Spenser’s food division has incorporated the aspects such as
message to utilize their spending wisely while considering the food as the offerings from
Marks and Spenser’s are value for money and keeps the trust by tracing every beef. This
strategy will be utilized for persuading the right set of customers.

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3.0 Key Target Audience
It is important for the company to incorporate the activities that will be liable for
addressing the correct set of customers and target the customers with the right set of needs
(Vivek, Beatty and Hazod 2018). From analyzing the marketing campaign it has been
observed that there is a significant target in the market that the company it trying to target.
The key target that has been observed is the consumers that are mainly focused on having
non-vegetarians and have significant trust issues while consuming beef. For the specifics it
has been targeted for the consumers who all are involved in the consumption of the food
made from beef.
4.0 Elements in Promotional Mix
The key elements that have been observed from the marketing campaign is the
relation with the public. The key elements that have been identified is the incorporation of the
activities such as advertisement and public relations (Todorova 2015). Advertisements of
their food has been the primary factor that have been observed. However, the message at the
end have projected a message about spending for the food wisely shows that there is
importance of public relations. Thus, the two prominent tools that is being used by Marks and
Spencer’s are the advertisements and public relations. However, advertisement about the
products is very explicit and public relation is very implicit.
5.0 Key Message
The key message that has been observed from the marketing campaign is about the
way Marks and Spencer’s is used to deliver the message about their beef traceability and
wide variety of beef dishes. The campaign was also seemed to have an implicit message for
the consumers as it has projected a subtle message to spend their money wisely to ensure that
the money is spent for the trust as Marks and Spencer’s is monitoring every beef used in

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their products. The key message to the target that is implied by the campaign is supposed to
project their superiority in traceability of beef that is used in their delicacies to gain trust of
the customers.
6.0 Promotional Channels
Marks and Spencer’s have utilized the channel of social media along with online
video platforms for their advertisements. The company is currently involved in the process of
developing the key areas that will be responsible for the expansion of the channels such as
social media, television advertisements that are related to conveying the values to the
customers. However, in present scenario it has been observed that there is significant use of
the digital and online platforms such as YouTube to deliver perform the promotional
campaigns.
7.0 Marketing Communication Mix
The marketing communication is a significantly important part for the organizations
that is utilized to identify the elements to develop the promotional campaign. This is inclusive
of the aspects such as advertising, sales promotion, personal selling, public relations and
direct marketing (Bruhn and Schnebelen 2017). However, in this case of Marks and
Spencer’s it has been observed that there is a significant change as some of the components
were used extensively such as advertisement of the delicacies and public relations through
incorporating beef traceability. This is significantly beneficial for the organization in order to
utilize the promotional mix in an efficient way to reach the correct set of customers.
8.0 Measuring Effectiveness
It is one of the most important aspect for the organizations to incorporate the activities
that are related to the development of the factors that are related to the measurement of the

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effectiveness of the campaign (Marksandspencer.com 2019). One of the most significant tool
is the response from the campaign that is related to the beef traceability and projecting their
superiority in making beef delicacies. The response from the camping is positive as can be
seen from the number of likes that the campaign is having. It was also observed that it has
raised standards of beef traceability to increase the trust of the customers.
9.0 Conclusion
It has been observed that it was a significant campaign to attract the customers with
promoting their concerns related to beef traceability and superior quality beef delicacies that
are safe for the consumers. It has been seen that Marks and Spencer’s is utilizing the right set
of marketing communication to reach the correct segment. To summarize the study it can be
said that promotional campaign by Marks and Spencer’s were really attractive in nature and
have significance influence on consumers.

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References
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an
instrumental to a customer-centric perspective. European Journal of Marketing, 51(3),
pp.464-489.
M&S | Beef Traceability TV Advert 2018 (2019). M&S | Beef Traceability TV Advert 2018.
[online] YouTube. Available at: https://www.youtube.com/watch?v=EI-Lhj7jCWg [Accessed
2 Apr. 2019].
Marksandspencer.com 2019. M&S RAISES THE STAKES WITH UNRIVALLED NEW
BRITISH BEEF TRACEABILITY CAMPAIGN. [online] M&S RAISES THE STAKES WITH
UNRIVALLED NEW BRITISH BEEF TRACEABILITY CAMPAIGN. Available at:
https://corporate.marksandspencer.com/media/press-releases/2018/m-and-s-raises-the-stakes-
with-unrivalled-new-british-beef-traceability-campaign [Accessed 2 Apr. 2019].
Todorova, G., 2015. Marketing communication mix. Trakia Journal of Sciences, 13(1),
pp.368-374.
Vivek, S.D., Beatty, S.E. and Hazod, M., 2018. If You Build It Right, They Will Engage: A
Study of Antecedent Conditions of Customer Engagement. In Customer Engagement
Marketing(pp. 31-51). Palgrave Macmillan, Cham.
Wirtz, J. and Lovelock, C., 2018. Service Marketing Communications. WS Professional.