FY021: Analyzing Promotion Strategies of Marks & Spencer

This report examines the promotion strategies employed by Marks & Spencer within their marketing mix. It defines the marketing mix and its components, focusing on promotion as a critical element for communicating product features and qualities to targeted customers. The report highlights the importance of promotion in maximizing sales, enhancing brand reputation, and educating customers about products and services. It details how M&S utilizes various promotional channels, including print media, television ads, mobile ads, and social media, along with their loyalty program, Sparks, to effectively promote their brand and engage customers.

Marketing mix refers to the set of actions or techniques that are used to promote the brand or product in the
market. These are the marketing tools which help in many ways that measure internal and external factors
which are affecting directly or indirectly. For some extent they are controllable which gives benefits to
organization in profit maximization. Marketing mix consists of several ideas and plans that are followed by the
company to expand their business. Marketing mix consists of four P's that is price, product, place, promotion.
Marketing Mix (Promotion)
Marks & Spencer uses every platform for promotion wisely through
print media, television ads, mobile ads and social media. They
have also started a loyalty program named Sparks, which adds
points in customer's account according to they have spend money on
shopping. This program helped them in promoting their brand.
Promotion
Promotion in the marketing mix refers to the communication
that aims at a promoting a product, services or brand among
the targeted customers. It means pitching about the features
and qualities of the products and services to clients. To give
knowledge about product and make them aware is all about
promotion. This is very important stage because without
promotion one can not sell their products.
Importance of promotion
Promotion helps in maximising the sales of the company as it
educates the customers about the product or services which helps the
customer that whether they should buy the product or not. Sometimes
promotions are used by the company not to increase the sales but just
to increase the reputation of the company. Promotion is the paid
presentation of ideas and goods by various mediums. These mediums
are print ads, radio, television, web pages, banners etc.
About the company
Marks & Spencer is a major British multinational brand that deals in
clothing, home products and food products. M&S was founded in 1884
by Michael Marks. M&S headquarters is in London, England. M&S is
currently operating in 959 stores across UK. It also provides online food
service. It operates in 29 countries and has 198 franchised outlets across
world.