Report on Mark & Spencer's Beef Traceability Marketing Campaign

This report provides an analysis of Mark & Spencer's (M&S) marketing strategy, particularly focusing on their beef traceability campaign. The report begins by introducing the campaign, highlighting M&S's commitment to sourcing British beef and utilizing DNA technology for traceability. It then delves into the DRIP (Differentiate, Reinforce, Inform, Persuade) elements of the campaign, examining the use of the M&S logo, color combinations, imagery, and music to create a fresh and appealing brand image. The target audience is identified as corporates, college students, and families seeking fresh and healthy beef options, with a focus on quality-oriented consumers. The report also discusses the promotional mix used, emphasizing public relations through assurance of beef quality and traceability. Furthermore, it explores M&S's communication mix, including advertising, personal selling, discounts, public relations, direct marketing, and event sponsorship. The report concludes by suggesting a survey method to gauge customer awareness of M&S's beef products and emphasizes the importance of building trust through public relations and ensuring product quality.

Running Head: Mark & Spenser
Coursework: 2 – Assignment
Marks and Spencer
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Marks and Spencer
Table of Contents
Introduction…………………………………………………………. Page 3
DRIP………………………………………………………………… Page 3
The Key Target Audience……………………………………………. Page 3
References……………………………………………………………..Page 5
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1. Introduction:
This video by M&S (2018) shows all M&S beef is British, whether it’s a tender sirloin steak,
a mouth-watering beef burger and the beef is tasty M&S sandwiches or a delicious prepared
meal. It indicates M&S is able to trace all its beef products all the way back to every farm and
animal using cutting edge DNA technology.
2. DRIP:
In whole video logo of Mark and Spenser’s was shown with all products and details
throughout the video. The colour combination used shows product are fresh and tempting,
Titles in the video comes for a short time which also indicates these items are available at
limited stores, Images of items are presented in such a they that they feel real and products
seems fresh that attracts audience towards their stores, music in the video is soothing which
creates an atmosphere which indulge people while watching video.
3. The Key Target Audience:
The target audience of these items are corporates, college students and family members for
dine out, it is for those people who are looking for a fresh and healthy beef items. All age
group and gender is there main target, as items are available for all age group and are
assuring healthy and quality of beef. The behaviour or pattern which Mark and Spenser’s
have observed is that people are very quality oriented.
4. M&S Beef Traceability (2018) and SP Global (2018). The promotional mixes used are
types of beef items which are available at Mark and Spenser’s stores. They have used sales
promotion though public relations by assuring them they are monitoring their beef from
farms and then bring the trust factor as an assurance to customers that they can trust them on
what is served. The advantages are that people can choose their beef products as they come
with assurance, the disadvantage in this case is that it will create an impression that rest items
in the menu are not assured by Mark and Spenser’s.
5. According to Williamson (2018) M&S target is to build brand and engage colleagues and
to sell more food and the lengths it goes to, monitor their beef for their customers from their
beef steaks, burgers and all beef in their meals. When M&S specifically mentioned quality of
all beef products in their stores they mean it. They trace their entire product from the store
they are sourced.
The key message in the video is ‘We trace it, so you can trust it.’
6. According to Crammond (2018) and McLean(2018) M&S campaign marks the first time
when they are suing social-first video content for marketing food such as Press, radio and
digital and social media, Instagram TV, YouTube and Facebook. They have bring different
terms for this function, There is huge success ratio using this marketing medium and they will
continue to use it.
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7. Mark and Spencer (2018). The communication mix refers to methods which are used to
promote company brand or products in market. It includes six elements such as:
(1) The Advertising Element: Target audience is reached through this medium.
(2) Personal Selling and Direct Marketing: This integrates to direct marketing.
(3) Discounts and Promotions: This is a paid communication similar to advertising.
(4) Public Relations and Messaging: Through this medium message is communicated to
mass media.
(5) Direct Marketing to Targeted Customers: Personal selling and sales promotion are
component of it.
(6) Event Sponsorship and Having a Presence: Advertising through some gameor sport
where huge audience is present..
8. Through survey that will be provided to customer on retails store and as well as online
stores where they would be asked where they got aware about their beef items and it should
be kept voluntary so that ‘pick and tick it’ and move to order level page.
Conclusion: M&S has used pubic relation approach to build trust among customers and have
ensured the quality of their beef products through tracking beef from farms. Pros are they are
customer oriented, Cons it may reduce price of products.
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References:
Vizard, S. (2018). Sharry Crammond, Food marketing boss. Available from:
https://www.marketingweek.com/2018/04/25/marks-spencer-provenance-point-difference/
[Accessed 16 March 2019]
M&S Beef Traceability TV Advert (2018). Available from: https://www.youtube.com/watch?
v=EI-Lhj7jCWg [Accessed 16 March 2019]
Mark and Spencer (2018). ‘We trace it so you can trust it.’ Available from:
https://www.marksandspencer.com/
[Accessed 16 March 2019]
SP Global (2018). Available from: https://www.spglobal.com/marketintelligence/en/news-
insights/trending/t8ri6jssm5cb4d-5bxh8la2, [Accessed 16 March 2019]
Mark and Spencer (2018). Luke Williamson, Executive Creative Director at M&S. Available
from: https://corporate.marksandspencer.com/media/press-releases/2018/m-and-s-raises-the-
stakes-with-unrivalled-new-british-beef-traceability-campaign [Accessed 16 March 2019]
Mark and Spencer (2018). Steve McLean, Head of Agriculture at Marks & Spencer.
Available from: https://corporate.marksandspencer.com/media/press-releases/2018/m-and-s-
raises-the-stakes-with-unrivalled-new-british-beef-traceability-campaign [Accessed 16 March
2019]
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