BMP4004 - Contemporary Issues in Marketing: M&S Campaign Portfolio

This project is a comprehensive analysis of a marketing campaign for Mark and Spencer (M&S), focusing on their new range of body mists. The assignment covers campaign objectives, including revenue enhancement, customer attraction, and competitive advantage, and details how success is measured through financial statement analysis, market awareness, and customer satisfaction. The campaign plan outlines the strategic use of digital platforms like Facebook, Instagram, Twitter, and YouTube to promote the product. Each platform's role is discussed, highlighting their unique features and benefits for reaching target audiences. The analysis emphasizes the importance of digital marketing in building strong customer relationships, increasing product awareness, and enhancing overall business performance. The reflection section summarizes the advantages of digital marketing, including flexibility, expansion of services, and multi-media engagement, concluding that it is an effective tool for organizational success. The report uses secondary data from magazines, newspapers, and journals to support its findings and recommendations.

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
Name:
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Contents
Introduction 3
Campaign objectives 3
Measurement of success 4
Campaign plan 4
Communication 1: Facebook 5
Communication 2: Instagram 5
Communication 3: Twitter 5
Communication 4: YouTube 6
Communication 5: Website 6
Reflection on Campaign 6
Conclusion 8
References 9

Introduction
Digital marketing or marketing is referring to a method which is utilized by company
in aspect of enhancing their profit margin at higher rate with help of various products. In this
method various types of strategies are considered by management for increasing the value
and popularity of their product. Those strategies include online advertising, use of social
media platforms and allocation of budget (Bartkowiak and Krzakiewicz, 2018). The chosen
company is Mark and Spencer for understanding the nature and concept of digital
marketing effectively. The company was established in 1884 and the headquarter of this
company is located in UK. The report will cover campaign objectives, measurement of
success, campaign plan, communication platforms which includes Facebook, Instagram,
Twitter, you tube etc. The report will be prepared on the basis of using secondary data which
includes magazines, newspapers, journals and others.
Campaign objectives
In context to Mark and Spencer, management have different types of objectives during
the time of conducting marketing campaign regarding their services and products. Mark and
Spencer is dealing with wide range of products which includes grocery items, home
appliances, fashionable cloths and new range of body mists. Out of these the product which
is highly useful for consumers is new range of body mists. There main campaign objectives
are -
 The first objective is to increase the sale or revenue of organization at maximum
level. With help of enhancing their revenue management are able to maintain the
reputation of the firm in consumer mind for long time
 With help of introducing best quality and flavorful product to their new and previous
customers, their desires and wants are easily increased at maximum level (Christou
and Chatzigeorgiou, 2019). In this way positive relationships are easily with all
customer segments for long time.
 Due to introducing these type of product in market young generations and children are
easily attracted in large number for buying this product.
 With help of facilitating these type of product in market organization is able to sustain
their competitive advantage in market. It also helps to sustain the loyalty and trust of
customers towards company for long time.
Measurement of success

Measure of success is referring to the process or technique which is applied by Mark and
Spencer for analyzing the accurate performance of their workers. Effective success rate of
organization is highly essential because it always assist the company for facilitating quality
product to customers without any type of compromise. The strategies which is considered by
Mark and Spencer for measuring their success rate are described below -
 Deep study of financial statement – It is a highly essential strategy in the procedure
of measurement of success. With help of this strategy company easily analyzed the
overall financial statements which includes cash flow statement, balance sheet and
income statement. With help of analyzing all these statement Mark and Spencer is
able to understand the real issues of their employees and in their operational functions
(Guercini, Bernal and Prentice, 2018). Then according to that strong solutions are
prepared from top level management which leads to enhance their performance at
maximum level.
 Stay current on the market – It refers to authority must update their equipment’s
and knowledge with help of analyzing the current market situation and culture of
particular country. In relation to Mark and Spencer, when firm produce their product
with help of quality raw materials and flavor’s such as body mist then definitely
customers used this product in various party and occasion. In this way the popularity
of their body mists and brand name are highly increased within short duration.
 Check customer satisfaction – It is a highly important strategy in this process which
is applied by company for keeping positive relationships with various types of
consumers effectively. Due to this it is highly essential for the management of Mark
and Spencer that always take the feedback about their services and goods from their
consumers on regular basis. In this way company is able to build strong networks with
targeted and beneficial customers for long time.
Campaign plan
The product which is chosen for understanding the concept and activities of marketing
campaign plan are new range of body mists. Campaign plan is basically defined as strategic
plan which is implemented by the top level management of Mark and Spencer regarding
sustaining their mission, vision and objectives in long term. Due to the use of this type of
campaign plan organization is able to complete all types of needs and desires of customers in
time. In this way effective coordination are strongly build between employee and employer or
employee and customer with in low time. In campaign plan procedure various types of

methods are also applied by Mark and Spencer for popularizing their product at maximum
level. Those methods are use of social medial platforms such as (Facebook, Instagram),
online advertising, digital marketing, and so on. Due to the effective utilization of these types
of methods organization easily enhanced the popularity of their body mist product within
short time in various locations. The other advantage for using this strategy is that
communication are strongly maintained between company and customer for long time.
Communication 1: Facebook
Facebook is one digital platform or social media and in this platform variety of
information’s shared between multiple customers quickly. With the effective use of this app
company is able to share the details of their product users in professional way (Kozak and
Buhalis, 2019). Because in today’s time Facebook is the largest social networking platform
and this platform is interconnected with all types of organization. In respect of Mark and
Spence, they must use this type of social media platform in effective manner in aspect of
enhancing the sale and awareness of their products such as body mists effectively. The main
benefit during the time of using Facebook is that company is able to highlight the
specifications of their body mists effectively in customer mind. Due to the effective use of
Facebook organization is able to attract the consumers in large number regarding their
product.
Communication 2: Instagram
It is also the one type of social media platform and here also messages are shared
between multiple users quickly regarding various services and products without any type of
delay. With help of Instagram also organization is able to build strong communications with
all customer segments for long time. In relation to Mark and Spencer, they must utilize this
type of platform for increasing popularity of the new product such as body mists at
international level. The main feature of Instagram is that videos of product are shared and
prepared in the form of reels. In today's time media platform is considered as the highly
effective method for enhancing the popularity of particular products with in short duration. In
this way the profit of firm is easily sustained at higher rate for long time.
Communication 3: Twitter
It is also a one type of social media platform but here the major difference is that in
comparison with others Instagram have large number of followers. This means high volume
of connections are maintained between customer and company. The other benefit during the
time of using this social media is that variety of data are shared directly from top level

management of mark and Spencer to users in professional manner. In context to Mark and
Spencer, management use this social media platform for enhancing the awareness and
popularity of their body mists product effectively. With help of using various social media
platforms organization easily identify and target those customers which is highly important
for increasing company goodwill at large scale.
Communication 4: YouTube
It is basically a one type of videos marketing platform which is highly by many
organizations’ in aspect of enhancing the awareness and popularity of their product. But
when we made a comparison with other marketing platforms such as Facebook, Instagram
and Twitter, it is a very effective and strong digital marketing platform for increasing the
wants and desires of consumers at maximum level. Because in you tube organization is able
to repeat the specification of their product many times through visual mode (Ogunmola and
Orajekwe, 2021). In context to Mark and Spencer, management used this method effectively
according to weakly basis. Due to this the attraction of customers towards their product are
highly increased within low time.
Communication 5: Website
The main role of company website is to facilitate reliable and accurate information to
all customer segments equally. Due to using this method it is mandatory for the authority of
Mark and Spencer that they must develop attractive and secured portals for their clients
effectively. With help of official website, they easily facilitate meaningful and honest
information of their product to users quickly without any type of delay. Due to this the
buying power of the customers for their product are effectively enhanced for long time. Due
to facilitating meaningful data, honesty of customers towards company is easily sustained in
long term. But if their websites are not worked properly then, definitely it creates negative
impact in minds of consumers and also for company goodwill.
Reflection on Campaign
After the analysis of above data, it concludes that digital marketing or marketing is a
very important concept for increasing the success rate of organization effectively. This
concept also supports the firm for sustaining their performance and productivity level in
positive manner for long time. With help of digital marketing organization is able to build
strong communication with all types of customers for long duration. The other important is
that digital marketing also provides accessibility to all customer segments. Due to this

convenience are highly increased for customers for searching or gaining various types of
information within low time. In this way the productivity and goodwill of firm is easily
sustained at large scale in long term. The important point is flexibility and due to maintaining
flexibility in their body mists product and services users are able to buy these types of
products with in low time through online mode. Due to keeping effective flexibility the
money transactions between organization and customers are done quickly Osman, Brown and
Phung, 2020). The other importance is that expansion of company activities and services and
due to this the profit of the firm are easily increased within low time. During the time of
expansion, the reach of Mark and Spence new range of body mists product are easily
increased in different locations for all customers. Next importance is use of multi-media,
here Customers tend to engage more with marketing materials that combine multiple types of
content, including photos, video clips, and audio. With help of considering all this importance
it is clear that digital marketing is highly important for developing strong communication
with customers and also for increasing the productivity of company effectively.

Conclusion
After the analysis of above information, it is concluded that in today’s time digital
marketing is a powerful and effective tool for enhancing the success rate of organization
effectively. Due to the effective use of various methods of digital marketing which includes
online advertising, digital marketing and sales promotion, the profit margin of firm are high
increased with in short duration. Effective marketing process also helped the organization for
maintaining good relations with consumers for long time. Effective marketing also helped to
increase awareness of the product with the help of using above mentioned strategies which
online advertising, digital marketing and sales promotion.

References
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