Marketing Report: Impact of Internet and Social Media on M&S Sales

This report provides an executive summary of the impact of internet and social media on Marks & Spencer's marketing strategies. It explores how these technologies influence relationship marketing, customer expectations, and sales. The report delves into the literature review, discussing the role of market research and customer relationship building. It examines how data obtained from customers contributes to improving customer expectations and service. The discussion section analyzes the role of internet and social media, including the use of email and social media platforms, and the importance of data analysis for effective decision-making. The report evaluates M&S's segmentation strategies, focusing on geographic, demographic, and behavioral segmentation for a new herbal beauty product line. It analyzes the impact of segmentation on targeting and positioning. The report also offers recommendations on changing current product and service strategies to meet customer needs and provides findings and conclusions to increase sales and improve customer relationships. The report concludes with a discussion of how to expand the customer base and increase sales.

Sales and Marketing

Executive summary
In this report we had discussed that how the internet and social media has impact the
relationship marketing in context of Marks & Spenser. In segmentation new herbal products is
launched by the company and understanding its impact on targeting and positioning. Findings
and recommendation is provided for the company to increase the sales

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Literature review..............................................................................................................................4
Discussion........................................................................................................................................5
Role of current technology in improving relationship marketing and how the data taken from
customer contribute in improving the customer expectations.....................................................5
Segmentation strategies ..............................................................................................................8
Expansion of customer base.........................................................................................................9
Recommendations on changing current product and service strategy so that the customer needs
are met........................................................................................................................................12
Finding.......................................................................................................................................13
CONCLUSION .............................................................................................................................15
REFERENCES................................................................................................................................1

INTRODUCTION
Sales and marketing both are very important to the business, they are interlinked with
each other (Malshe and et.al, 2017). Sales are those activities which include the selling of goods
and services while marketing is the technique which include promoting and distributing of goods
and services. Marketing department increase the awareness for the products and generating leads
for the sales department. Marks and Spencer is a multinational company having its headquarters
at England. They manufacture products for male, female and children. There product portfolio
includes clothing, footwear, beauty products, accessories, home products etc. the company is
known for the high quality of products they provide. This study will discuss the role of current
technologies in improving the marketing. Analysing the data obtained about customer,
contributes to improve the customer expectations and service experience, specifically through
online. Evaluation of the segmentation strategy of the company and impact it will have on
targeting and positioning strategy. Further expansion of customer base, analysing of new target
group of the organization and giving suggestions to fulfil the needs of the customers. This study
will also provide recommendations on changing the current services and product strategy so that
the needs of the customers can be satisfied incorporating these into longer marketing strategy.
MAIN BODY
Literature review
Market research to understand the customer
According to the Ind, Iglesias and Markovic, (2017) market research is very important as
it will help in mitigating the risks. Risks are involved in everything but market research help to
know the risk in advance so that company can plan for that. This will help in knowing that what
are the needs and demands of the customer so this will help in improving the sales. Market
research will facilitate in taking customer feedbacks which are very helpful for the company to
more understand the customer and launch that product in the market which is demanded by the
customer and that will also increase revenue.
Löytäinen, (2018) stated that market research is very expensive, just to understand the customer
business cannot do market research because of the huge cost involve in this. Company need to
hire the employees who can do research so rather investing on research company can reduce the

price on products which can also increase the sales. Market research is also time-consuming as
company have to target the audience then take their reviews.
Creating customer relationships
As per the Mooi, Sarstedt and Mooi-Reci, (2018) creating good customer relationship
will help the company in getting the knowledge about the customers which further help in
retaining the customer and bringing new customer. It will also help in improving the brand image
of the company which increase the growth of the business and company will get help in
increasing the revenue. By communicating with customers will help in better segmentation of the
market.
Penttinen, (2020) stated that for maintaining proper customer relations more qualified
employees are required and those employees have to provide training by the company and which
is costly. This also comes with security issues as the data which is gathered can be lost or theft
by someone. The wrong planning done by the employees can also be harmful.
Discussion
Role of current technology in improving relationship marketing and how the data taken from
customer contribute in improving the customer expectations
Role of internet and social media in improving relationship marketing:
Illustration 1: Facebook page of M&S
Source: Campaign, 2020

Internet and social media is playing vital role in marketing of the business as majority of
the population across the globe is using internet nowadays so for the company like Marks &
Spenser it has become easy to target the customer via internet and social media. It is also called
as the electronic customer relationship because in these relationships are creating via internet and
social media. Customer relationship marketing becomes cheap when done through internet and
return on investment is also high because companies make better strategies. Marks and Spencer
uses email also do to the marketing because under this customized messages can be sent to the
customer in very fewer expenses. By using internet customer can be provided more specific
information about the products which will create good relationship between customer and
company (Ng and Yee, 2020). Digital marketing like doing online marketing or content
marketing help the company in reducing the overhead costs.
Through social media platforms company can increase their sales and it also helps in
improving the customer relationships because through social media customers are more
connected with the company. On the social media handle or on the company's website customer
can give feedback and ask any query. Queries are solved quicker on digital platforms and which
help the company in retaining the customers. Marks and Spenser feels that with the advanced
technology now the company has become more able to serve their customers as the database of
the customer which have their purchase history is already have with the company. By doing
online promotion company can increase web traffic by increasing the visibility for the website.
Company can give offers and discounts to the new customers because giving offers by the
company has proved to increase the sales and revenues. Through online media company can do
effective communication with the customers and communication will solve all the issues of the
customers. Social media is the cost effective way to do the marketing and also it saves time.
Company should regular posts on their social media handles because that will make the page live
and consumers will not forget the company if the company will regularly update. Marks &
Spenser should also make attractive website so that the company can also get sales from their
website. They can give free shipping option or gifts with every purchase because that will help in
increasing the sales. Internet and social media platforms will help the company increasing the
brand awareness and also customer loyalty.
Data obtained about customer helps in improving the customer expectations and
service excellence through online means:

Every company want to improve the customer experience because customer loyalty will
help the company to beat the competition and survive for longer period which will help in
generating more revenue. Data is very important for the business. Marks and Spenser believes
that data help the company to know the preference of the customer, if company come to know
about the preferences of the customer then they can serve better and fulfil all the customer
expectations. To improve the customer retention data plays an important role. Data is necessary
for every company whether it is big or small company. Through data company will get idea of
what customer want and then the company can make advertisement according to that and also
post on social media accordingly (Rienda, Ruiz-Fernandez and Carey, 2020). Data helps the
company in making effective decisions only relevant and accurate data can be helpful for the
company. So when data is collected there should be no carelessness because wrong data will lead
to wrong predictions.
Through consumer shopping data or competitor's shopping data company can come to
know that what consumers are frequently purchasing and then company can also make same
product which will help the company in increasing the sale. Marks and Spenser should observe
their competitor's strategy that how they are targeting the customers and should also do analysis
on that so that they can find out that where the rival company is lacking and can take advantage
on that.
Illustration 2: Brand building and sales activation work
Source: Kite, G., 2020

Segmentation strategies
Segmentation
It refers the division of target market in different parts and segment, in which customers
can easily access and approach the product of Marks and Spencer. As this company the oldest
and having name and fame, not only in UK but all over the world (Camilleri, 2018). It is dealing
in numerous products such as – clothing, home products, accessories, beauty products and food
products. So the company can expand its product range by introducing Herbal beauty product.
As this product is new for the company and can increases the profitability as well.
Segmentation of market for Herbal beauty product
Source : Marketing Plan – The Body Shop Report., 2020

Geographic
It splits the market based on the location of customer like country and state etc. where the
population density is high and most of the customer can easily reach to the store of M&S. As it is
a UK based company, for the launching of new herbal beauty product they are targeting UK,
because people of UK are already well versed with the company and its product. And people
are very much concern about their skin, and herbal products are free from chemicals which don't
affect the body and skin as it is made from herbal plants, fruits, oils etc. which heals and nourish
the skin naturally.
Demographic segment
This segment divides the audience on the based of age, gender, living of standard, income
level etc. Herbal beauty products are for men and women, both can use it (Appel , 2020.). It
made from herbal and rare ingredients so the prices are little expensive but company is trying to
sell this product on affordable prices to create a market in the favour of such products.
Behavioural segmentation
It segments the market on the behaviour of customers, as the people of UK prefer to buy
the product online rather than going to stores nowadays, so M&S has to sell its herbal beauty
product range on its website along with the features, and benefits of this product.
Targeting
For selling herbal beauty product M&S has targeted the youngsters between the age
group of 18 to 30, and professionals as well, because they are very conscious about their health
and prefer to use very much beauty product.
Impact of segmentation on targeting and positioning
Segmentation helps the company to know what would be the correct location for
introducing the new herbal product, like what should be the place and appropriate market where
the company can target as much as customers, by the analysis of segmentation M&S can get to
know who are the appropriate customers for their product so that they can target them to attain
the goal of the company (Hidayat,, 2017). Segmentation helps the company to know the attitude
of buyer, their views towards the newly launched product, pattern of usage etc. By segmentation
M&S got to know its target audience such as people fall under the age group of 18 to 30, along
with company has targeted salaried and professionals as well who can afford the little high price
product of the company launches variety in the same herbal products.

With the help of proper segmentation company can position the herbal products in the
mind of the intended audience. As it is different and new product for M&S, so with the help of
segmentation company also get to know who are its competitors, what product they are offering
to the people, as they are targeting the small part of the market (Haddara2020). Positioning
becomes easy when the company is aware with the clear picture of its target customers, because
a good positioning is very much necessary for the company because it makes the product unique,
because in UK most of the companies are dealing in herbal product then why people will choose,
herbal product offered by M&S, it is only possible when the products have good quality,
company know the specific market and intended audience, age group and who are the potential
customer of particular product this will help the company in positioning and will bring out the
product from other products. A good positioning helps the product to survive even in bad times
however positioning provides flexibility to the company, they can change the marketing
strategies besides this can introduce new range in same product line.
Expansion of customer base
M&S wants to expand its customer base for herbal products, for that it starts research in
the market by taking feedback and asking the opinions of the customers towards the herbal
product so the company got to know it should provide some herbal product range for the people
above 30 years but less than 45. As they face more skin problems like- Dryness in skin, wrinkles,
and age spots etc. because as the age passes skin become dull, thinner and got plumps which
takes long time to get healed, so it is a good opportunity for M&S to introduce some herbal
creams or moisturisers by targeting particular these age group people (Adeola, 2019). After
identifying this make a market in the favour of the company by letting more and more people
know about this, good marketing strategy will help the company.
Promotion and branding of these new and diversify product range help the people know
about this. Attractive television advertisement and newspaper will create a good market in the
favour of the product. For the expansion of customer base now the company has to choose such
market of UK where most of the people who fall under the age group of 30 to 45 often visits and
after knowing the needs of these age group people, it is also essential for M&S to enter in the
new market for that they have to conduct research on other companies who are already dealing in
the herbal p[product fir the same age group people.

It is important to know what qualities are being offered by the other brands in herbal
product and how can M&S launch something new in their product which can draw the attention
of the customer and bound them to switch (French, 2017). It is only become possible when
M&S will do hardcore marketing for the promotion of such product range, it can also provide
samples of this product to its existing costumers when they visit any store of M&S, by doing so
people will get to know the quality and special elements of such product and they will buy more.
It is also important to understand the particular market need like teenagers prefer such
product which help them to heal their acne or pimples on the other hand older and mature
customers prefer anti- ageing products. So while doing marketing company must highlight the
usefulness of their product such as – it will the customer to clean the wrinkles, reduce the skin
tone, and protect their skin from the sun waves as well. For the promotion of such product
company can offer some discount, vouchers, cashback n the first purchase of this product range.
M&S can sell this product range in departmental stores, collaborating with distribution network,
by hiring some sellers who deal in cosmetic products, or by beauty showrooms. M&S can make
improvisation in the packaging and labelling of the product to attract the customer.
Company has to be very careful while selecting the market as the people of different
region have different needs and wants, so after identifying properly M&S can enter in the new
market area and become a competitor for other dealers and competitors who are operating in that
specific location. Segmentation and targeting is very crucial for the marketing strategies, on the
basis of targeted audience company can market this range of products. It can promote the
product on social media as well, may conduct an online sale and can provide sample of new
product in exhibitions and events to let the people know about the key feature of the product.
Even company can target the medium class customer as well instead of focusing on
wealthy customers. M&S can take advantage of its social channels and handles such as –
Facebook, twitter and Instagram can increase the sell of this new herbal product, by just posting
interesting pictures and relevant content of the product (Haddara, 2020). M&S can hire those
small business who got failed in the market hence they have little knowledge about the market
trend, M&S can hire such sellers to sell this new herbal product all these things will help the
company to expand customer base.

Recommendations on changing current product and service strategy so that the customer needs
are met
Recommendations to Marks & Spencer are:
Digital transformation:
To beat the competition effective digital transformation is very essential. For that the
company need to improve their website, more features should be added which can help the
customer in getting good shopping experience. Company can do regular posts and also post
Illustration 3: sales of herbal beauty product
[Source : Sales And Marketing Analysis Report PowerPoint Source:
(Sales And Marketing Analysis Report PowerPoint Presentation Slide 2020)