Business Management BMP4004: Marketing Campaign for M&S Perfumes

This project details a marketing campaign designed to promote Marks and Spencer perfumes, focusing on contemporary marketing issues and digital communication strategies. The report outlines campaign objectives, success measurement using the AIDA model, and a comprehensive campaign plan incorporating Facebook, Instagram, Twitter, YouTube, and a dedicated website. It emphasizes the importance of understanding customer needs, market trends, and implementing effective promotional mixes. The analysis includes a reflection on the AIDA model's application, covering awareness, interest, desire, action, and retention stages. Furthermore, the report explores the marketing promotional mix, encompassing product, price, place, and promotion strategies. The conclusion highlights the significance of communication in marketing and provides insights into market analysis and customer-centric approaches to drive sales and brand awareness. The assignment provides a practical application of marketing principles within a real-world business context.

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
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Table of Contents
Introduction ...............................................................................................................................3
Campaign objectives .................................................................................................................3
Measurement of success.............................................................................................................3
Campaign plan ...........................................................................................................................4
Communication 1: Facebook .....................................................................................................4
Communication 2: Instagram.....................................................................................................4
Communication 3: Twitter ........................................................................................................5
Communication 4: YouTube .....................................................................................................5
Communication 5: Website ......................................................................................................5
Reflection on Campaign ............................................................................................................5
................................................................................................................................................8
Conclusion..................................................................................................................................8
References .................................................................................................................................8

Introduction
Marketing is in business is describes as making public aware about the products and
services of the organization in order to sell them ans earn profit for the company. The concept
of contemporary marketing is very huge and changes rapidly in the marketplace. With that
there are many issues the marketing as the increasing number of the marketing options and
the growing competition among the businesses makes the real world more challenging and
results in the rapid change in terms of the innovation and marketing strategies in the
businesses. The major contemporary issues in the marketing includes the targeting marketing,
identifying customer needs , integrated marketing and to generate profitability(Argenti,
2018) . The report is being made in the context of Marks and Spencer to establish marketing
communications campaign to promote product that is perfumes. The aim of this report is to
highlight importance of the digital communication channels and implication of the
promotional mix with the AIDA model.
Campaign objectives
The basic aim of the campaign is to establish effective communication with the public in
order to sell perfumes in the Marks and Spencers . An effective communication and
understanding the needs and the wants of the public is very much important for the
development of the business. Tn terms of bring success in the business there is a need to
evaluate the current demands of the public( Hsu, Tsai and Chiang, 2009) . The objectives
includes building a great communication to maintain the effective marketing strategy in the
company in order to achieve the objectives of the company. The objectives includes the
implementation of different marketing and promotional strategies to increase the sell of
perfumes.
Measurement of success
In order to achieve the success according to the set goals in the Marks and Spencers to
promote the perfumes and there is a need to establish effective communication among the
business and the potential customers. And to build better communication there is need to
measure the success of the business. To measure the business working there model that
measures the success that is AIDA model, it is used to trace the journey of the customer by
four action stages (Law, 2019) . Its a buying funnel where customers go through each stage

in order to make the final purchase. If a buyer attains every stage in the model then it imply
the good promotional strategies o the business.
Campaign plan
The plan of the campaign to promote the perfumes in the Marks and Spencers which
company in the UK market and to set a campaign to promote perfumes involves the
implementation of the marketing promotional mix strategy in the company to understand the
whole scenario of the business and how a business should work to achieve success in the
business. The campaign plan consist identification of the needs and the current trends and
implement the effective marketing plan on the basis of that (Mazzarol and Reboud, 2020) .
There is a need to understand what type of people prefer what type fragrance and what they
are capable paying for them.
Communication 1: Facebook
To establish great marketing strategies in the market ,it is important to develop a plan
on social media. In today's world there is a essential need to promote the product on the
social media because most of the people are very much active on social media. In terms of
promoting my products that are traditional clothes. Facebook is the major platform on which
audience is directly connected to the retailers. Marks and Spencers should promote their
perfumes on Facebook to directly connect with the potential buyers and showcase my
products(Palmer, Oswal and Koris, 2021). It contains different pages, videos and photo
albums which are most popular drivers of this means. It builds the direct communication by
the posts and the chats. They can post photos of perfumes on the platform and generate
effective communication on it. Customers were targeted for the survey and data collection
and based on the measures and the reviews from the Facebook generates the way of working
for the and the techniques that works to achieve greater success in the business.
Communication 2: Instagram
In today's scenario Instagram is the most used social media platform on the millions no.
of people are connected with one another and sharing their thoughts. For my business
Instagram is the most suitable platform of establishing communication with the potential
customers and making them aware with the my product line. Instagram have different options

through which Marks and Spencers can sell perfumes by providing information and
advertising on different posts, videos, reels, stories and the live sessions.
Communication 3: Twitter
Twitter is the platform where people express their thought process in the forms of
chats but it also uses for promotion activities as by tweet Marks ans Spencer can promote
their perfumes range and also helps in generating the people outlook by conducting contest
and through the votes of the customers.
Communication 4: YouTube
It is a huge platform where people communicate to the potential buyers through video
advertising , voting surveys, chats and many other different ways. There are promoted videos
and ads section by which Marks and Spencers can promote their perfume range on the
platform and build connect with the customers through chats.
Communication 5: Website
It is the constant process that is used by the webmasters to make changes in the content
and create exposure of a website to bring more visitors on the websites. In the context of
Marks and Spencers promotion on the websites makes them easier to get customer's feedback
and the opinions on the range of perfumes.
Reflection on Campaign
The campaign to promote perfumes by the Marks and Spencers includes various
promotional activities by the organization as it includes the implication of the different
models such as AIDA model. The application of this model is given below:
AIDA model includes the customer journey of attaining product and services by the starting
to the end. In the planning of marketing communication methods. AIDA model identifies the
similar stages that a customer goes through in the buying process of the products and
services. It creates a funnel in which shoppers go and fro at every stage in order to make the
final purchase (Pashootanizadeh and Khalilian, 2018) . It not only the relationship between

the buyer and the company because social media extended it process by generating various
goals of AIDA through the information added by the other customers by social networks and
different communities. AIDA stands for the four different stages. That are given below:
 Awareness- It involves the creation of the brand or product awareness which make
public aware about the company products. In the context of Marks and Spencers, they
firstly have to make their potential buyer aware about the product and services that
that they are offering. By the forms of advertising and through the influencers they
have to make public aware that they have a different range of perfumes that they are
launching or have in their stores both online and offline.
 Interest- Building interest for the benefits of the product and services and create a
interest that enhances the customer's interest in order to encourage the potential buyer
to initiate the research of the product further. In the context of Marks and Spencers ,
they have to organize and create ads that make audience to esquire more about the
products. This can also be done through the people which whom the audience
attracted the most.
 Desire- It is the stage that makes connection of the product with the customers by
building emotional connect and transform consumer from liking to wanting it. It
involves the showcasing the brand to the public personally. In the context of Marks
and Spencers, they have to show the perfumes range to the public with the helps of
campaigns and testing of the products.
 Action- It is the stage that involves the interaction and the communication of the
company with the buyers in order to make influence them to take the next step of
purchasing (Song, Ruan and Jeon, 2021). This can be done by various ways such as
by making phones calls, engaging them in live chats, joining news letters and by
brochure. In the context of Marks and Spencers, they have to make connect to the
audience by effective ways of communication whether its on social media or on face
to face with the customers and make them aware about the advantages of the product.
 Retention- It is the stage of up-selling and cross-selling of the product to the
audience. In the context of Marks and Spencers , they have to make actions that
initiate buyers to buy the products.
The campaign for selling the perfumes in the market needs an analysation of the complete
market scenario and the factors that affects the choices of the customers. There is need to
identify what type of people or at which place they want the products. In the context of Marks
and Spencers, they have to identify the suitable market and techniques to sell their new

perfumes ranges in the market and for that implementation of the marketing promotional mix
would be best suitable for forecasting what people wants. It is a framework which establish
broader terms of marketing by considering different factors that effects sales. The marketing
promotional mix discussed below:
 Product- It is defines as the tangible goods or intangible service that satisfy customer
needs and the demands. Each product goes through the life cycle which is essential
element for the marketers to understand the plan for the development and enhances
the motivation on the customers. In the context of Marks and Spencers, their perfumes
range should be for the people who are outgoing and having moderate life style so
they have to sell their product to them.
 Price- This is a very essential part of marketing as by identifying what customer is
welling to pay for a particular product and in accordance to the value of the product. It
determines the amount that customer is expected to pay for a product. For this there is
a need to conduct a marketing research. In the context of Marks and Spencers, they
have to conduct a research that helps them to understand the potential customers
better and identifies amount the value that customer is ready to pay for the product.
And by making balance between the expenses that occur in the process of making
product and the value that buyer is paying , they have decide the price of the
perfumes.
 Place- It refers to the location where product and services is marketed and sold. This
helps in analyzing the perfect place from where people purchases the goods and get
aware about the different marketing activities. In the context of Marks and Spencers ,
they have to decide the place which is best suitable for the customer to each and make
purchase. The focus should be on understanding the needs of the people and make
conduct selling process near by them.
 Promotion- It is the stage that make public aware about the products and the services
of the products. It is the communication component for selling product and generating
profits. In the context of Marks and Spencer, they have make their promotional
strategy that makes major impact on he customers. They should conduct the sample
testing for the people so that they get to know about the different fragrances of the
company perfumes range.

Conclusion
From the above report it is concluded that communication plays a very important part
on the organization as in the context of marketing. To build effective promotion strategies it
is essential to create communication between the people and company in order to make them
aware about the product and services. This report contains the campaign objectives and the
measurement of the success. There are various communication methods in the social media
such as Facebook, Instagram, YouTube, Twitter and other websites. These are the social
media handles that helps in communication. The campaign of promotion of Marks and
Spencers to promote perfumes needed deep analysation of many factors which includes
AIDA model and marketing promotional mix.
References
Argenti, J., 2018. Practical corporate planning. Routledge.
Hsu, T.H., Tsai, T.N. and Chiang, P.L., 2009. Selection of the optimum promotion mix by
integrating a fuzzy linguistic decision model with genetic algorithms. Information
sciences, 179(1-2), pp.41-52.
Law, C.C., 2019. Managing enterprise resource planning adoption and business processes: A
holistic approach. Cambridge Scholars Publishing.
Mazzarol, T. and Reboud, S., 2020. Planning, business models and strategy.
In Entrepreneurship and Innovation (pp. 191-225). Springer, Singapore.
Palmer, Z.B., Oswal, S.K. and Koris, R., 2021. Reimagining business planning, accessibility,
and web design instruction: A stacked interdisciplinary collaboration across national
boundaries. Journal of Technical Writing and Communication, 51(4), pp.429-467.
Pashootanizadeh, M. and Khalilian, S., 2018. Application of the AIDA model: Measuring the
effectiveness of television programs in encouraging teenagers to use public
libraries. Information and Learning Science.
Song, H., Ruan, W.J. and Jeon, Y.J.J., 2021. An integrated approach to the purchase decision
making process of food-delivery apps: Focusing on the TAM and AIDA
models. International Journal of Hospitality Management, 95, p.102943.