Marketing Communication Plan: Marks & Spencer Women's Clothing

This report provides a comprehensive analysis of Marks & Spencer's marketing communications strategies, focusing on their product range, specifically the women's clothing line, and target market. It includes a BCG matrix analysis of their product portfolio, evaluating the characteristics and effectiveness of various marketing communication tools such as advertising, sales promotions, public relations, and direct marketing. The report also features an STP (Segmentation, Targeting, and Positioning) analysis to understand the company's market segmentation and targeting efforts. Furthermore, it develops a strategic marketing communication plan for promoting Marks & Spencer's products in the UK, considering consumer buying behavior and the integration of communication elements. The report concludes with an assessment of how these communication processes apply in a global context, providing valuable insights into the company's marketing approach.

Marketing Communications

Table of Contents
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
Discussing range of products and analysis of the specific product and profiling of the target
market.....................................................................................................................................1
Critical evaluation of the characteristics, features and effectiveness of the marketing
communication tools..............................................................................................................2
Provide a strategic marketing communication plan to market the product in the UK...........5
Develop a marketing communication strategy and critically assess how all the elements of
communication process..........................................................................................................8
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Introduction
Marketing communication refers to the ability of a business of market and covey the
message of their own products and services to their customers. It involves various tool of
marketing communication in order to create brand awareness relative to potential customers. It
allows an organization to effectively promote its products and services to the customers in an
efficient manner. Marketing communication involves advertising, sales promotions, public
relations along with direct marketing. These tools of communication are collectively called as
marketing communication mix. For the following report Marks and Spencer has been taken into
consideration and will involve its range of products along with specific analysis of specific
products for the target market. Moreover, critical evaluation of organizations characteristic,
features and effectiveness of marketing communication tools. In addition to this it will consist of
developing strategic marketing communication plan along with critical analysis of how all
elements of communication process is applicable in the global context.
Main Body
Discussing range of products and analysis of the specific product and profiling of the target
market.
Mark and Spencer is a well-established and recognized British multinational retailer with
headquarters in London, UK. The company specializes in selling clothing, home products as well
as food products. The company was founded in 1884 by Michael Marks and Thomas Spencer in
Leeds. Marks and Spencer has over 900 stores across UK and includes over 600 stores that sell
food products through television advertising. It also offers online service for delivering products
and services. In order to understand the various products of Marks and Spencer BCG matrix has
been utilized in order to understand the potential of its products.
BCG Matrix:
The BCG matrix is a strategic management tool which provides assistance in analyzing
the position of strategic business units and the potential it has in the market and relative to
customers. It consists of four classifications that are based on two dimensions. The BCG matric
for Mark and Spencer will help in identification on strategic that can be implemented for
marketing communication for a specific target market (Munasinghe, 2018).
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Star:
The clothing line of the company has been its star products as it generated high levels of
profitability of for the company. It allows the company to improve upon its overall brand image
and enhance its presence in the market. Moreover, it helps the company to acquire most of its
market share (Smolková. and Štarchoň, 2019).
Cash cow:
The food products have been the cash cow for the company as they are the most consumed
products of the organization. These products allow the company to meet demands of their
customers as well as generate high level of profitability. Moreover, it allows company to expand
its market share effectively.
Question mark:
The confectionary products of the business have been put in the question mark dimension as
they have been stagnant in their growth as well as in the demand of the customers. The company
is not able to generate the desire profitability for this particular product and has observed decline
in sales (Ang, 2021).
Dog:
The artificial flavoured products have been put in the dog dimension as they have been
performing poorly in the market and have cause the company major loses. This is due to change
is customers preferences and taste. This product needs to be re-invented or be scraped from the
portfolio of products in order to maintain profitability.
The company has various products and services that it offers to its customers at different price
points. The following reports will specifically focus on their women clothing line and how they
target their market.
Critical evaluation of the characteristics, features and effectiveness of the marketing
communication tools.
There are various characteristics, features of marketing communication that provide various
effective factors for an organization. In context to Marks and Spencer, the management utilize
marketing communication to promote is specific line of won clothing line to its customers. Given
below are the characteristic and features of marketing communication along with its target
market and segmentation through STP analysis in context to Mark and Spencer:
Advertising:
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The management at Marks and Spencer utilizes the advertising in its marketing
communication. This allows the company to effectively market its clothing line that is specific
for women in an effective manner. They utilize online advertising along with television
advertisements in order to propter its products to their customers which allows for high
reachability to potential customers (Choshal and Mirabolghasemi, 2020).
Sales-promotion:
The management at Marks and Spencer use can use the tool of sales promotion which will
involve aspects such as buy-one-get-one free, discounts and coupons that will allow the company
to promote its product line of women’s clothing in an effective manner. This will allow the
company to expand their customer base and increase profitability (Hay, Eagle and Bhati. eds.,
2021).
Events and experiences:
The company can use various events in their marketing communication in order to attract
customers. The vents allow the company to demonstrate their brand image and offer their
products to potential customers. This will help the organization of Marks and Spencer to
establish positive relations with its customers boosting its marketing capabilities.
Public relations:
The company needs to perform several social activities in order to create positive brand
image in the market. It will involve activities such as constructing public convenience, donating
some portions of the purchase to a positive cause. This will allow the company to attract large
customer base for their product line of women clothes effectively.
Direct marketing:
It is crucial for the company to have the element of direct marketing which involves
utilization of technology and using email, phone numbers of customers to communicate directly
with potential customers without involving any their party. This will help in clear and transparent
communication with customers to sell products in an optimal way.
Interactive marketing:
The management at Marks and Spencer can utilize their own online store within their
marketing communication to establish interactive marketing with its customers. This will allow
them to understand how customers are interacting with their women’s clothing line and develop
suitable marketing strategy which will enable expansion of customer base and profitability.
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Word-of-mouth:
This characteristic of marketing communication will allow the management at Marks and
Spencer to understand customer’s perspective and marking their women’s clothing like
effectively through market and customer trend along with the effectiveness of word of mouth.
This is effective to build brand image and convey marketing message efficiently (Sakas and
Tomaras, 2019).
Personal selling:
This tradition method of marketing communication will allow salesperson of Marks and
Spencer to have an appropriate approach when marketing the women’s’ clothing line. They will
be able to inform customers with valuable information relative to the product line and have the
ability to convince customers to purchase the products.
STP analysis:
It is marketing tool that involves segmentation, targeting and positioning through a tree step
process which allows for the development of a specific and accountable marketing strategy. The
STP analysis of Marks and Spencer is elaborated below:
Segmentation:
The management at Marks and Spencer has to segment their market on the basics of various
factors. In context to their line of women’s clothing products, the company needs to segment
these products on the bases of customers taste and preferences. As the product is directed
towards women it is crucial that the product is segmented in to various aspects such as size,
occupation and other elements for better attracting customers (Tandoh, 2020).
Targeting:
The company of Marks and Spencer has already targeted their potential audience by
introducing a line of women’s clothing. This will allow the company to understand their targeted
customer based and what their needs are relative to the products. The company needs to ensure
that their products are attractive and appealing to the customers in order to target a specific
customer audience which will ensure their success of marking and targeting.
Positioning:
The management needs to focus on is positioning in the market as it needs to understand the
value of its products and is essential that it is priced appropriately in order to ensure the success
of the products and marking tools as well. Moreover, the management needs to ensure that their
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women’s clothing product line is available at all their stores and have effective promotional
strategies in place for the success of the products in the targeted market (Zerfas and et. al., 2018).
Provide a strategic marketing communication plan to market the product in the UK
Marketing communication plan is a strategy considered by the business organization to
inform their target customers regarding the product and service of the business organization
(Cortez and Johnston, 2018). In case of Marks & Spencer, to properly device the strategic
communication plan for their new clothing collection to the market of UK it is essential for the
organization to properly create a proper goals and objectives in the starting.
Goal: The main goal is to effectively maximize the effectiveness of the product in the UK
marketplace and increase their sale.
Objectives: The objective of the company is to attract large number of customers leading to
accomplish their goal. With the mentioned goals and objectives it is essential to consider certain
aspects as mentioned below:
Consumer buying behaviour process: It is one of process of determining the behaviour and
attitude of the consumers to smoothly carry out the buying process. In context to Marks &
Spencer, the management of the company should consider the consumer buying behaviour in the
market before approaching them (Evans and Peirson-Smith, 2018). It is the defined as the stages
consumers goes through before buying a particular product. It mainly include five stages as
mentioned below:
Need recognition: The first and foremost stage of consumer buying behaviour process is
need recognition. Under this the organization will determine the needs of the consumers. Mainly
internal and external stimuli influence the needs of the consumers. In this stage the strong desired
to buy new clothes is being observed by the chosen organization. As per their needs and wants
the target consumer are offered quality services or products.
Information search: The next stage of consumer buying behaviour is information search,
under this stage after the needs are being addressed effectively the consumers will move towards
searching information to accomplish desired needs. In context to Marks & Spencer, company
will focus on using effective marketing tools in order to make consumers aware of the product
and services and offer them required information.
Evaluation of the alternatives: All searching for the required information comes the next
stage evaluation of the alternative. After sorting and collecting the required information the
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target customers looks for the various alternatives available in terms of features, price, brand
value and so on (Ferguson, 2021). In case of Marks & Spencer, company should focus on using
effective promotion and advertising activity to continue to attract their customers and retain their
existing customers.
Purchase: Another stage of consumer buying behaviour process is purchase, under this
stage after determining and analysing all the aspects and features of the product, they will take
decision of buying the product. In case of chosen company, offering unique and quality
collections will help company to make it easy for the customers to take buying decision.
Post purchase: The last stage is the post purchase stage, this comes after the product is
being purchased. Under this stage the consumers gets after sales services to increase their
satisfaction level and ultimately share their review regarding the product. In context to chosen
company, company will promote their customers to share their reviews and feedback regarding
the product in order to continue to enhance their performance.
SOSTAC framework: It is refers to one the essential framework considered by the business
organization in order to ensure and determine a proper structure through aligning the task with
desired goals and objectives (Kapoor and Munjal, 2019). It mainly includes six dimensions
which are in context to the chosen company are mentioned below:
Situation: In order to determine the market trends, level of competition prevailing in the market
and threat in regards to product and so are determined at this stage. In context to chosen
company some of the situational factors that are determined are mentioned below
Strength
 All range of product are present with the brand Marks & Spencer.
 Marks & Spencer is one of the top global brand offering quality services around the
globe.
Weakness
 The supply chain scalability is one of the weakness of the company.
 Company is unable to effectively penetrate in global market
Opportunities
 Expanding business into new and emerging market can be great opportunities for the
company.
 Company is also focusing on expanding their new segment.
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Threat
 Increasing competition is creating threat for the company.
 Change in taste and preference of the customers is also threat for company.
Objectives:
 The main objective of company is to increase their sale by 10% within one year
 Another objective of the company is to sale their new collection on the UK market with
retaining customer for long.
Strategy: In case of strategy, STP framework will be taken into consideration to properly
determine the target customers as well as proper placing the product. In case of chosen company,
the segmentation is done in the basis of demographic factors. As well as gender considerations
and income is chosen as a parameter to consider demographic segmentation of company's
product. The female group is targeted by the company (Karbovska and Zheleznyak, 2020). In
order to create strong position of the products in the minds of consumers social media marketing
will be taken into consideration as well as pricing and feature of the product will take into
priority list as well.
Tactics: Marketing mix will be taken into consideration in order to effectively promote the new
collection of product launched by the company. The different element included in marketing mix
in context to chosen company are mentioned below:
Product: Product is the commodity offered to the target customers by the company in
order to satisfy their needs and wants. In context to Marks & Spencer, company will be offering
new clothing collection for women determining their needs and wants.
Price: It is the value offered by the customers to the seller in return to the product
brought by them. It helps organization to determine their position in the marketplace. In case of
chosen company, the price skimming strategy will used in order to enhance the scope of
generating profit as well as differentiate their product from their competitors.
Place: It is location where the product is offered to the target customers leading to satisfy
their needs and wants (Killian and McClure, 2019). In context to chosen company, the retailers,
distributors and online sellers will be considered in choosing the place. Company will ensure the
reach and availability is effective for the customers.
Promotion: It refers to various marketing tools and techniques used by the company in
order to make consumers aware of their brand and product and services. In case of Marks &
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Spencer, the company will use advertising and social media marketing including various
platforms like Instagram, Facebook and Twitter to attract their target customers.
Actions: In order to effectively carry out the communication plan required action will be taken
into consideration by the chosen company. Required training will be offered to the employees to
enhance their skills leading them to perform better and accomplish desired goals. Also
motivation among team members will be ensured to increase productivity and gain competitive
advantage.
Control: For achieving desired results the marketing department will effectively control and
handle all the required activities. Proper feedback will be considered to enhance the performance
and bring smoothness and effectiveness in the overall process (Park, 2018).
Develop a marketing communication strategy and critically assess how all the elements of
communication process
The marketing communication is one of the essential process of communicating ideas and
viewpoints regarding the product and service to the target consumers of the company. It allows
organization to create a positive attribute regarding the product and service as well as create
strong position of the brand in the mind of the consumers effectively. With the help of marketing
communications, the organization cam understands the requirements of their consumer and
accordingly satisfy their needs effectively. Proper marketing communication strategy will allows
the organization to enhance their overall performance in the marketplace and make consumers
aware of the brand image. In context to Marks & Spencer, to determine the marketing
communication strategy the product lifecycles management is taken into consideration as
mentioned below;
Product lifecycles management: It refers to the process of handling and controlling of goods
and services as they goes through the typical stages of its products life effectively (Schultz and
Jain, 2018). In case of chosen company, the various stages of product life cycle management is
mentioned below:
Conceive: The first and foremost stage of the product life cycle management is to conceive,
it refers to determining and analysing the needs and wants of the target customers of the
organization. It helps organization to determine the requirements of the products and accordingly
satisfying their needs leading to enhance their overall performance. In context to chosen
company, new women's product range is manufactured determining the changing preference of
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the consumers. The new collection will attract large number of women customers of UK. The
investment to by the research and development department is taken into consideration to
determine the changing preferences of consumers (Rademaker and Royne, 2018).
Design: Another stage of product lifecycles management is design, it refers to designing of
product as per the needs and wants of the customers leading to satisfy their needs. In case of
chosen company, the research and development team to ensure that the product range is carried
out consideration the market information in respect to consumers taste and preference. In
addition to this the competitors offering is also considered by the company before designing their
products.
Realise: The third stage of product lifecycles management is realise, realizing the product
for considering its effectiveness. After properly designing the product, the main supplier of the
chosen company will effectively manufacture the products for the further usage. In addition to
this, at this stage the company will also consider testing of the product in order to determine the
quality and performance of the product leading to efficiently satisfy the needs and wants of their
target customers. Proper procedure of testing will be taken into consideration by the company in
order determine the effectiveness of the product designed.
Service: The last stage of product lifecycles is service, at this stage the organization finally
distributes the manufactured products to the selling points in order to reach to the target
customers and satisfy their needs and wants. In context to Marks & Spencer, at this stage the
company will ensure that the product reaches to the target customers leading to satisfy their
needs and wants effectively. The company will ensure that their new clothing collection reaches
to the selling points or stores (Park, 2020).
In case of global business, the marketing communication plays an essential roles behind the
growth and success of the business as factors like familiarity, competition, localization directly
impact the sale and profitability of the company. Another factor like difference in socio cultural
also important aspects in the international market. Proper strategy and marketing communication
can help organization to grow and survive at the international market. Determining and analysing
the product and its enhancement stages before designing or distributing product in the
marketplace will allow company to get positive and effective results from the consumers leading
to increase the sale of new clothing collection of company.
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Effective communication allows the organization to effective communicate required
information to others. In context to global business of chosen company, clear and effective
communication is necessary to create awareness regarding the new product collection as well as
to enhance their interest level (Sharma, Ahuja and Alavi 2018). In order to attract large number
of target customers and enhance their performance the communication process is very essential.
In case of chosen company, the communication process is mentioned below:
Message: The first and essential element of the communication process is the message. It
refers to the content offered to the customers by the company regarding the product. It will help
in attracting people towards the product and services. It involves some attractive and unique
content used regarding the product in order to grab the attention of their target customers. In case
of Marks & Spencer, new collection for women's message like "A way to keep moving" will be
used to attract customers. This message will be aligned with the products in order to make
consumers aware of it.
Source: Another element of communication process is source, it refers to the source that is
considered in order to communicate the process to the target consumers effectively. The source
allows target consumers to be aware of the effectiveness of communication process taken into
consideration by the business organization. In context to Marks & Spencer, the source is the
organization itself and product is the new clothing collection designed by the company for the
women's.
Media: It refers to the communication tool used by the business organization in order to
attract large number of customers and make them aware of the product and services. The
selection of the media needs to be done effectively leading to determine the objectives of cost
minimization and profit maximization. The proper use of the media will allows the organization
to attract large number of customers leading to increase their sale and effectiveness. In context to
chosen company, the advertising and social media tool will be considered.
Receiver: Another element of communication process is the receiver, it refers to the other
party which get the information offered by the providers. In the communication process the
target consumers are considered to be the receiver. The continuous changing trends, changing
taste and preference directly leads to influencing their buying behaviour as well as decision
making process. In context to Marks & Spencer, marketing manager will continuous determine
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