Analysis of Marks & Spencer's Public Relations and Media Campaign

This report provides a comprehensive analysis of Marks & Spencer's (M&S) public relations and media campaign, focusing on their strategic response to the closure of 35 stores in the UK. The report details the campaign's objectives, which included increasing market share, boosting sales, and improving profitability through the launch of a new jeans product line. It reviews the target audience, creative concepts, and key messages, highlighting the emphasis on affordable, comfortable, and stylish jeans. The PR strategy involved social media marketing, customer reviews, and in-store promotions. The report also includes a budget breakdown, outcomes such as increased sales and improved marketing, and recommendations for future campaigns. The report concludes that the campaign has been successful in achieving its objectives and offers insights into the company's marketing strategies.

Public relations and media – 2

Table of Contents
INTRODUCTION...........................................................................................................................3
Explain the campaign of the organization..................................................................................3
Review of the campaign launched..............................................................................................3
Recommendation.............................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Public relation and media is the way of promoting the information to the public with the
help of the media in the country. Marks & Spencer Group plc is a major British multinational
retailer headquartered in Westminster, London. This report highlights the Plan of the business to
promote the information about the closer of the 35 store due to the lack of the profit in the UK.
Explain the campaign of the organization
Marks & Spencer Group plc is a major British multinational retailer company well
known for the variety of the store all across the Globe specifically in the UK. Marks and spencer
ranked fourth in the UK market well known for offering the services of the consumer good in the
market but generally specific in the eatable product not able to generate the same attention in the
clothing product of the organization. Marks and spencer was founded in the year 1984 by the
owner Michael Marks and Thomas Spencer (Mechleri and et.al.). The company has recently
closed the 35 stores in the UK as the store was not going that well when it was reviewed on the
basis of the revenue and hence the result the company has decided to close the 35 store in the UK
so that the company can manage the cost of the company very effectively in the long run of the
Business. The other reason for closing that number of the stores in the UK was that the company
was planning to introduce the new 3 variety of the jeans in the market for the women as the cloth
sector was not getting the same attention as compare to the other, as the company has seen the
fall in the revenue in the last couple of year so the company can not invest that heavily in the
cloth right now so that they decided to close the store to invest the same amount in the new
thought of the company (Sarkar, Chaudhuri and Moon, 2015).
Review of the campaign launched
Overview- Marks and Spencer has planned to launch an innovation campaign in response to the
closure of 35 stores due to loss of revenue and sales decline. Marks and Spencer is introducing
three new pair of Jeans with the lowest possible price under £20. It will include new design and
better comfort with the use of soft fabric for the women, the reason for choosing the same was
the trend in the market. M & S has found in the market research that the clothing sector is
providing the good opportunity as the women clothing sector was ruled by the company who are

very expensive and the company decided to offer the jeans at the lower rate so that the customer
can be attracted toward the organization (Stromback and Kiousis, 2019).
Campaign Objectives-
 To initiate the rise of 15-20% market share as per the current market revenue.
 To increase the sales and revenue contribution of about 25% through this new pair of
jeans being launched.
 To achieve the 5% growth rate in terms of profitability at every quarter.
Target Audience- The sole target audience will be the Women of all age groups. The purpose
behind this target audience is that the women have frequent nature of changing trends of wearing
the garments at frequent periods, hence this low rated jeans will prove to be effective to
influence their mind in purchasing it (Parsons, 2016).
Creative Concept- The major creativity lies within the launch of the lowest prices for a pair of
jeans. It has only been £ 19.50 a pair and consists best comfort and creative design along with
different styles of it which include a mid-rise straight leg design in soft fabric, skinny slim style
etc. All the jeans are stretchy and comfortable for Woman.
Key Message- “Best Ever Fit” jeans is the key message behind this product launch initiated by
Marks and Spencer. This message will also be used as a tag line for the company in the different
promotional stages as it lay emphasis on showing the comfort level and the quality of the product
both at the same time.
PR Strategy- Marks and Spencer will include implementation of following strategies in context
with public relation-
 Introducing the use of best fabric of cotton for the jeans being launched (Theaker, 2016).
 The reduction of the prices and introducing the lowest range for the jeans with better
quality.
 Initiating promotion activities through social media marketing.
 Using social sites like Instagram and Facebook for promoting the products.
 Collecting the reviews of customers about the company products in relation to the new
product launch and observing the response from the customers regarding it (Smith,
2017).
 Including the promotion and advertising of this Jeans product on company websites and
on its cover page as well (Mechleri and et.al., 2017).

 The message regarding the product information and offers will be passed on to the
frequent customers through social media sites.
 The hoardings at the stores will be placed to attract and grab the attention of the
customers regarding the product.
 Information of the product will be given to the visiting customers at Marks and Spencer
stores while shopping.
Budget-
M&S will be having the budget of pound 100,000 which will include the rent of the
accommodation 10,000 pound. Utility bills of the production 15,000 pound. Wages of the
employee working in the project 25,000 pound. Travelling and conveyance charges of 12,000
pounds. Marketing of the product 28,000 pound. Warehouse rent of 5000 pound and in the end
free sample distribution 5000 pound. Company will also keep the reserve other than that if
require then will be using in the future situation.
Outcomes-
 There is an increase in sales revenue as in comparison from the past 3 months before the
campaign.
 The advertisement expenses have been reduced for about 20% due to inclusion of social
media marketing strategy by the company.
 The profit margins for the company products have also risen up after this campaign.
 The overall marketing strategy is improved after the initiation of this campaign that have
been a great achievement for Marks and Spencer.
Recommendation
The company will also has to look at bringing the same campaign in the other product
also of the organization as this campaign was for the women jeans the company has to look the
same for the other clothing also as the clothing in general in the organization is not able to earn
the good attention from the customer (Mechleri and et.al., 2017).
The company also has to make sure that they does not invest that heavily in the new idea as if the
investment will not able to generate that amount of the return from that then the company may

have to suffer the big loss as they are closing the store which was the primary sore of the earning
for them in the past.
The company also has to make sure that the organization does not overlook at the other
functioning of the organization as the new idea will attract the focuses of whole the organization
toward that but the organization has to make sure that the other part of the function does not see
the side effect of that as the main source of the income for the organization in today's context is
that only (Smith, 2017).
CONCLUSION
After going through the above report it has been summarized that the organization has
closed the 35 store for the purpose of bringing the 3 new variety of the jeans in the market of the
UK. It has been also summarised that it has reduced the cost of the business and also open the
room of the opportunity for the organization.

REFERENCES
Books and Journal
Mechleri, E. and et.al., 2017. CO2 capture and storage (CCS) cost reduction via infrastructure
right-sizing. Chemical Engineering Research and Design. 119. pp.130-139.
Sarkar, B., Chaudhuri, K. and Moon, I., 2015. Manufacturing setup cost reduction and quality
improvement for the distribution free continuous-review inventory model with a service
level constraint. Journal of Manufacturing Systems. 34. pp.74-82.
Valentini, C., 2015. Is using social media “good” for the public relations profession? A
critical reflection. Public Relations Review, 41(2), pp.170-177.
Smith, R.D., 2017. Strategic planning for public relations. Routledge.
Theaker, A., 2016. The public relations handbook. Routledge.
Hansen, A., 2018. Environment, media and communication. Routledge.
Fredriksson, M. and Pallas, J., 2016. Much ado about media: Public relations in public
agencies in the wake of managerialism. Public Relations Review, 42(4), pp.600-606.
Parsons, P.J., 2016. Ethics in public relations: A guide to best practice. Kogan Page
Publishers.
Stromback, J. and Kiousis, S., 2019. Political Public Relations: Concepts, Principles and
Applications. Routledge.