Digital Marketing Strategy: Analysis and Campaign for Marks & Spencer

This report presents a detailed digital marketing strategy for Marks & Spencer, a major British retailer. It begins with an introduction outlining the report's focus on digital marketing campaigns, objectives, and strategies. The main body covers a situational analysis using PESTLE and SWOT frameworks, identifying strengths, weaknesses, opportunities, and threats. It then links the digital business with a digital marketing strategy, focusing on social media platforms like Facebook and Instagram to enhance brand value and customer engagement. The report formulates specific, measurable, achievable, realistic, and time-bound (SMART) objectives, and outlines an implementation plan incorporating the 7 Ps of the marketing mix, including product, pricing, place, promotion, people, process, and physical evidence. The report also details the STP (Segmentation, Targeting, Positioning) strategy and concludes with a discussion of how to measure the digital marketing campaign's effectiveness. References are provided for further reading.

Marks&Spencer-Digital
Marketing Strategy
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Step 1 situational analysis............................................................................................................4
Step 2 link digital business with digital marketing strategy ......................................................5
Step 3 formulate objectives .........................................................................................................6
Step 4 Design of implementation plan.........................................................................................6
Step 5 Budgeting .........................................................................................................................8
Step 6 Measure the Digital Marketing campaign........................................................................9
Conclusion.......................................................................................................................................9
REFERENCES..............................................................................................................................11
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INTRODUCTION
Digital Marketing plan is considered as a document sharing the details for all planning
regarding digital marketing actions or campaigns. It details among several other things such as
strategies in order to accomplish the goals at the digital level. It also focuses on short, medium as
well as long term goals, actions as well as development plans, investment and budget and also
timing and road map. Report focuses on Marks and Spencer which is known as one of the major
multinational retailer in England. Founded in 1884 through Michael Marks and Thomas Spencer
within Leeds. Report also focuses on Pestle analysis, Swot analysis, STP and 7 Ps of the
Marketing mix.
MAIN BODY
The digital marketing process consists of 5 steps which is followed. This enable in creating
an effective campaign. Similarly, M&S will also follow this process which is defined as below
Step 1 Research – In this data is gathered regarding business, target market, competitors, etc. it is
an important step as decision are taken in it. So, on basis of it campaign is developed.
Step 2 Create – it is a step where goals and strategy is set on basis of data collected. Also, entire
plan is created in this step. Hence, all activities are formed in it as well (Jain, 2020).
Step 3 Promote – here, the plan developed is promoted. This is done with help of various ways
such as search engine, e mail, message, etc. besides, different channels are used for it.
Step 4 Analyse – This step is useful in analysing of data and outcomes. For that Google analytics
and many other tools are used for it. Here, monitoring and performance of digital campaign is
done.
Step 5 Optimise - it is last stage where optimization of campaign is done. This is done to analyse
outcomes of campaign and making changes into it.
Step 6 measure digital marketing campaign
Marks and Spencer groupl plc is known as one of the major British retailer in England
that specialises home products, selling clothing as well as food products mostly their own label.
It can be listed on the London exchange as well as founded within 1884 through Michael Marks
as it has currently 959 stores all over the U.K that includes 615 only sell foods goods and also by
television advertising as it also provides online food delivery. Within 1998 the firm became first
British retailer in order to make pre- tax profit but it went sudden slump that took firms as well
as its stakeholder to surprise.
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Step 1 situational analysis
Pestle analysis
Political factors
One of the major aspect regarding modern day politics within the free trade that has been
established between several nations. Marks and Spencer mainly operates within United Kingdom
as it greatly benefits from this. It is the free trade that enables Marks and Spencer to import
foreign products for sale at cheaper prices within their stores (Hollensen,2018).
Economic
Price has been considered as a big factor within retail industry as from budgets supermarkets
these are new rivalries that are stealing away from the market share regarding more premium
brands through boosting consumers in order to enjoy products at much lower prices. Marks and
Spencer follows competitive marketing strategy.
Socio cultural
Within the last few years Marks and Spencer, has seen wide scale enhance within the
consumption regarding ready meals as these are considered as a massive opportunity for any type
of the food sorte Marks and Spencer has dominate within this industry.
Technological
Online shopping and self checkout are the two most big trends within the retail industry as Marks
and Spencer within food stores is focuses more on self checkout trend in order to save money
and time which Marks and Spencer can pay for cashiers and also consumers also checkout faster
comparatively. While online shopping gives foodstuff and other thing to home. When in
pandemic Corona arrived several people stayed at their home that time online shopping becomes
popular necessity thing for people from all over world.
Environmental
Marks and Spencer provides environmental friendly and sustainable products.
It also sourcing fresh milk from RPSCA ensured dairy farms.
Legal
With frascatic landlord Marks and Spencer faces financial disputes.
Swot analysis
Strength
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it offers variety of goods to its consumers as the firm offers from past 40 years vegetables and
also the firm is in good relationship with local farmers in order to bring fresh goods as well as
serve to the consumers.
Weakness
The firm heavily depends on manual operations as it is consumes a lot of time as well as costly it
is known as one of the major drawback.
General Public has perception that Marks and Spencer cannot offer clothes to teenagers and
youngsters although such perception is wrong.
Opportunities
Global expansion
As Marks and Spencer is a multinational brand as well as firm has opened up stores within
nations like Poland, India,Brazil, Indonesia as the firms required to expand within such nations
as this Marks and Spencer plays a vital active role through enhancing more branches within such
nations (Chernev, 2020).
Marks and Spencer has online store but at the same time if someone compare the firm's position
with several other leading brands such as eBay and Amazon , Marks and Spencer is far behind
that even though it is old,experience brand as well as have a strong brand name. Within the
future E commerce retail sis known as the future of shopping as people are getting busy as well
as avoid busy and crowded areas also because of the Covid 19 people avoided such places. As a
matter of fact Marks and Spencer recently avoid such places where there is chance to spread
virus among people.
Threats
High competition
Within UK retail market and all over the world getting competitive day by day. As if the firms
unable to change its strategy then it can fade away from the marketplace gradually rivalries
becomes very strong. Such as Marks and Spencer has been shutting its stores within United
Kingdom,china and France.
Step 2 link digital business with digital marketing strategy
Here, it can be analysed that as Marks and Spencer operate at global level and also they
are having their own website. Besides that, company is already engaged in doing digital
marketing. The digital marketing strategy of Marks and Spencer is to promote their products and
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services via various social media platforms. This is done to attract large number of people. So,
for that company will use Facebook and Instagram (Pride and Ferrell, 2019). It will enable to
gain more customer base through both these social media platforms as this helps to enhance the
company's brand value and will provide all the information which the company is engaged.
Facebook and Instagram are two main forces of promotion and marketing which will help the
company gain more publicity and through Facebook customer leads will be generated helping
the company to gain more customer base. Instagram is also useful as it will acknowledge in
providing the likes per post which are shown on their website (Luther, 2017). This two tools are
used as they are having global reach and many youths are using this. Thus, with that it will be
easy for organization to generate leads. In addition, cost of using this is low as well.
Step 3 formulate objectives
Digital marketing objectives are those which company want to attain in market. It is
necessary for Marks and Spencer to form objectives so that strategy is developed accordingly. Its
importance is that is provide direction to staff that what they have to accomplish. Besides that, it
sets out targets which need to be attained and in how much time. Hence, on basis of objectives
overall strategy and action plan is formed. Furthermore, objective helps in achieving of mission
and vision of firm. For that SMART objective is formed that shows specific, measurable,
achievable, realistic and time frame. Thus, for Marks and Spencer their digital marketing
objectives is defined as below :
To increase customer base by 3- 4 % in UK within one year.
To generate $3 million profit in Europe in 2 years
To increase market share by 4-5 % in retail industry.
Step 4 Design of implementation plan
The implementation as well as control regarding marketing plans is considered as a
process that assures the achievement regarding strategic objectives that can be adopted through
Marks and Spencer. Within this process Marks and Spencer plays a special role regarding
organizing as well as directing people (Luther, 2017).
Controlling of marketing plans- The main objectives regarding analysis and current monitoring
regarding marketing activities of the Marks and Spencer recording as well as reporting
management deviations that takes decision relied on such information.
7 Ps of the Marketing mix
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The marketing mix is consider as a familiar marketing tool.
Product
A marketing mix is always starts with a product to sell as within the early development phase of
product as it is vital to carry out such extensive research Marks and Spencer offers clothing such
as cardigans, Blazers, Jeans, Linen, skirt, shirts as well as several other things. There is also
footwear sections involved such as sandals, boosts, pumps, heels, pump and many more.
Pricing-
Firms focuses on competitive pricing strategy within the marketplace. As Marks and Spencer
has its own house brands for clothing for men, kids and women. Marks and Spencer gives also
faces competition from online retailers as well as other big retail players.
Place and distribution strategy
Here Marks and Spencer is known as the international brand as it has 850 stores within UK as
well as operating 1000 stores which is operating within more than 50 nations. Also it has 50+
stores within India.
Promotional and advertising strategy
Marks and Spencer uses TV ads, social media campaign, mobile ads and many more. The firm
also uses its own websites in order to promote its brand
People
The Marks and Spencer has 83000 employee strength from all over the world as the firms plays a
special attention to the employees. Firm also follows the competitive payment policy in order to
retain staff members. Also provides pension benefits, health insurance, life insurance scheme to
its staff members. The firm also gives flexible working hours in order to support the employees
who are also working parents .Also promote women so that bringing more female friendly
policies.
Process
Marks and Spencer stores are divided within floors that means they have the separate sections
has separate sub sections for kids, women and men. Second floor is for gift shop and furniture
and likewise other floors are also categorized. Consumers also select stuff as there can be
checkout counter regarding each store where consumers can pay the bills.
Physical Evidence
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Marks and Spencer has 1000 stores within 50 nations all over the world (Fotiadis, Mombeuil
and Valek, 2018). The firm has also 83000 workers all over the world. Several nations where
Marks and Spencer has presence are Spain, France, Ireland, Finland and many more. All of such
stores are physical evidence for the firm.
STP
Segmentation- It is considered as the first step within the process as it group consumers
alongside same needs together as well as determines the consumers characteristics. Marks and
Spencer will done segment on demographic base such as age and gender.
Targeting
It is considered as the second step as here firm chooses the consumer segments where Marks and
Spencer needs to focus on. Marks and Spencer has already targeted elderly people now they need
to target youngsters and middle age persons such as 21 to 45 years old.
Positioning
It creates the value proposition for the firm as Marks and Spencer focuses on digital marketing
social medium, high quality (Piercy, Morgan,2019).
Step 5 Budgeting
Budgeting means process to form a plan by which expenses will be done where the
money is spent. It helps in analysing that how money will be invested and were. Simply, it is
way of managing cost. The budget gives an insight about what is overall expense being incurred
in particular activity. Thus, in Marks and Spencer budget will be prepared which will determine
resources to be used in digital marketing strategy. Besides, it will also show how much cost is
required. Thus, it is as follows:
Activity Amount
HR $1000
Promotional activities $1500
Salary and wages $1250
Installing of new IT system $1000
Digital marketing tools $750
Total $5500
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From above it is found that estimated budget required for digital marketing strategy is
$5500.
Step 6 Measure the Digital Marketing campaign
It is important to measure and evaluate digital marketing campaign so that it is identified
whether goals set are attained or not. The evaluation helps in measuring campaign will work for
M&S or not. Hence, post launch performance of campaign will be launched in which campaign
evaluation will be done (Piercy, Morgan,2019). This will be useful in determining success of it in
market. Thus, for that there are various criteria and parameters set through which post launch
performance is measured. Hence, it is as follows :
Market research- this is first way by which performance will be measured. Here, market research
will be done to take reviews and feedback from customer regarding campaign. Moreover, for that
a questionnaire or survey will be prepared for it. In that various questions will be asked regarding
campaign. Hence, it will enable in collecting data and analysing it. So, on basis of it campaign
success will be measured.
Employee engagement – Here, it will be identified that to what extent employees are engaged
with campaign. Furthermore, employee review is taken to evaluate campaign success.
Public engagement- this will be similar to above one but here public feedback is taken to
measure campaign success (Sumarwan, 2019). In this it will be evaluated public response toward
campaign. Hence, on basis of engagement it will be identified success of campaign.
It is believed that digital marketing campaign will work as there are various tools used in
it that is Facebook and Instagram. Through that, it will help in generating awareness of campaign
to people. They will be aware about M&S products and services being offered. The marketing
mix and STP strategy is developed in effective way that focus on new target people. Thus, the
campaign will help in generating leads and increasing sales and profits.
Conclusion
From the above it had been summarized that free trade that enables to import foreign
products for sale at cheaper prices and follows competitive marketing strategies. Enhance within
the consumption regarding ready meals focuses more on self checkout trend. While online
shopping gives food stuff provides environmental friendly and sustainable products. Report also
focuses on has 83000 employee strength from all over the world provides pension benefits,
health insurance also select stuff as there can be checkout counter regarding each store where
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consumers can pay the bills. ll as determines the consumers characteristics. Marks and Spencer
will done segment on demographic base such as age and gender. Targeted middle age persons
such as 21 to 45 years old and focuses on digital marketing social medium.
.
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REFERENCES
Books and Journal
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Fotiadis, A., Mombeuil, C. and Valek, N.S., 2018. Designing and implementing a marketing
plan. The Emerald handbook of entrepreneurship in tourism, travel and hospitality:
Skills for successful ventures, pp.297-311.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Jain, S.C., and et,al., 2020. Marketing planning & strategy. South-Western College Pub..
Luther, W.M., 2017. The marketing plan: How to prepare and implement it. AMACOM Div
American Mgmt Assn.
Piercy, N.F. and Morgan, N.A., 2019. The marketing planning process: behavioral problems
compared to analytical techniques in explaining marketing plan credibility. Journal of
Business Research.29(3). pp.167-178.
Pride, W.M. and Ferrell, O.C., 2019. Marketing: concepts & strategies. Dreamtech Press.
Sumarwan, U., 2019. Pemasaran Strategik: Perspektif perilaku konsumen dan Marketing plan.
PT Penerbit IPB Press.
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