MCOM4040 Spring 2019: Business Management in Marks & Spencer Report

This report analyzes the business management and marketing strategies employed by Marks & Spencer, focusing on a specific communication campaign. It begins with an introduction to the campaign, which highlights the traceability of beef used in their food products. The report then applies the DRIP theory to evaluate the campaign's marketing activities, emphasizing the 'Inform and Persuade' aspects to convince customers. It identifies the target audience as consumers prioritizing food quality and discusses the promotional mix element of public relations. The key message of the campaign is to build consumer trust through food safety and quality. The report explores the promotional channels used, including digital marketing platforms like YouTube. Finally, it explains the marketing communications mix and suggests the feedback method to measure the campaign's effectiveness. The conclusion reiterates the campaign's focus on product quality to build customer trust.

Running head: BUSINESS MANAGEMENT IN MARKS & SPENCER
BUSINESS MANAGEMENT IN MARKS & SPENCER
Name of the Student
Name of the University
Author Note

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Table of Contents
1. Introduction to the communication campaign............................................................2
2. DRIP theory implementation.....................................................................................2
3. Discussion based on key target audience of video campaign....................................2
4. Discussion of promotional mix element adopted by Marks & Spencer.....................2
5. Discussion of the key message provided in the campaign.........................................3
6. Research based on promotional channels used by Marks & Spencer........................3
7. Explanation of marketing communications mix........................................................3
8. One method to be used by Marks & Spencer to measure effectiveness of video
campaign....................................................................................................................................4
Conclusion......................................................................................................................4
References......................................................................................................................5

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1. Introduction to the communication campaign
The communication that has been targeted with the help of the campaign is based on
the levels of traceability of beef that is used in different food products. The various types of
beef products that are used by the organization can be traced based on their origin
(Youtube.com 2019).
2. DRIP theory implementation
The DRIP theory can be implemented in order to analyse the marketing activities in
the advertisement. The campaign is based on the ways by which the beef and beef based
products of Marks & Spencer can be distinguished from the other organizations. The remind
based attribute is mainly based on the ways by which the customers can be reminded of the
different aspects of the products (Familmaleki, Aghighi and Hamidi 2015). The Inform and
Persuade related factors are important for the ways by which the customers can be convinced
about the products that are offered. The sales of the organization can be increased with the
help of differentiated services and products offered to consumers (Išoraitė 2016).
3. Discussion based on key target audience of video campaign
The target audience of the campaign are mainly those customers who prefer the beef
based products that are offered by Marks & Spencer Food. The major characteristics of this
target group are based on the sensitivity levels that they have towards the type of food
products that they consume. The customers are mainly concerned about the quality of the
products rather than prices (Stead and Hastings 2018).
4. Discussion of promotional mix element adopted by Marks & Spencer
The promotional mix part that has been used in the campaign video is based on public
relations or publicity. The organization is mainly aiming at gaining the trust of customers.
The relationship that can be developed by the organization with its customers is important for

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the operations and customer loyalty. However, the process is not able to target a large
customer group and is mainly based on the needs and demands of a smaller group of people
or customers (Todorova 2015).
5. Discussion of the key message provided in the campaign
The key message that has been provided by Marks & Spencer in the video campaign
is based on the trust that can be developed in the minds of consumers based on the levels of
safety of food products that are being consumed by them. The quality levels of the food
products are also considered to be important factors that are considered in the message that
has been provided with the help of video (Youtube.com 2019).
6. Research based on promotional channels used by Marks & Spencer
Marks & Spencer has used different types of promotional channels in order to
increase the awareness levels of its products among the consumers. The different channels
that have been implemented by the company include, newspapers, radio, billboards,
television channels, hoardings (Stead and Hastings 2018). Digital marketing based channels
have also been implemented by the organization in order to reach the customers easily and
within less amounts of time as well. YouTube is a major platform that has been used by the
organization for the purpose of promoting its products and services (Wongleedee 2015).
7. Explanation of marketing communications mix
Marketing communications mix can be defined as the mix of different activities like,
personal selling, advertising, sales promotion, direct marketing and public relations. The
direct marketing based activities have been helpful for the organization to pursue the
marketing objectives and the advertising activities that have been performed (Stead and
Hastings 2018).

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8. One method to be used by Marks & Spencer to measure effectiveness of video
campaign
The feedback method can be implemented by Marks & Spencer in order to analyse
the levels of effectiveness of the marketing campaign. The company can collect the feedback
of customers and use them to develop the operations in the future. This will be able to play a
major role in providing a clear picture of the levels of effectiveness of the campaign
(Youtube.com 2019).
Conclusion
The report can be concluded by stating that the video campaign is based on the
message based on the quality of products that is aimed to be provided by the organization to
the customers. The organization can gain trust of the customers with the help of this video
campaign based message.

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References
Familmaleki, M., Aghighi, A. and Hamidi, K., 2015. Analyzing the influence of sales
promotion on customer purchasing behavior. International Journal of Economics &
Management Sciences, 4(4), pp.1-6.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah, pp.2394-3629.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the
balance right. In Social Marketing (pp. 29-43). Psychology Press.
Todorova, G., 2015. Marketing communication mix. Trakia Journal of Sciences, 13(1),
pp.368-374.
Wongleedee, K., 2015. Marketing mix and purchasing behavior for community products at
traditional markets. Procedia-Social and Behavioral Sciences, 197, pp.2080-2085.
Youtube.com 2019. M&S | Beef Traceability TV Advert 2018. [online] YouTube. Available
at: https://www.youtube.com/watch?v=EI-Lhj7jCWg [Accessed 17 Apr. 2019].