An Examination of M&S Promotional Strategies in Business Studies FY021

This report provides an analysis of Marks and Spencer's (M&S) promotional strategies, focusing on both digital and traditional marketing approaches. It highlights M&S's use of digital marketing, including search engine optimization, social media, and online shopping platforms, to target customer...Read More

PROMOTION STRATEGIES IN MARKS AND SPENCER
Introduction
Marketing mix are a comprehensive part in developing correct
strategies and plans for any organisation and these can ultimately
create a better positioning of the product in the target market.
PROMOTION in MARKS AND SPENCER
Marks and Spencer uses a multiple fields and strategies to promote the
products and services through not must one channel i.e. they have blended
traditional and modern marketing channels.
Digital Marketing: M&S has regularly upgraded their every campaign
and the manner in which they have taken use of technological
assistance in creating a better target population on digital platforms.
The latest campaign of M&S i.e. “Must Haves” is an example of it
(Rao and Syed, 2019). Using techniques search engine optimisation,
social media platforms, and the trend of online and comfort shopping,
M&S is psychologically targeting customers with its excellent offers.
Apart from this, M&S has used excellent user interface for this
campaign where they are using techniques like VOD, Google
Inventory Advertising etc. to position themselves in a comfortable
manner and supplying seasonably relevant products.
Traditional Marketing
Despite the growing trends of online advertising, M&S engages
thoroughly in promotion through these traditional sources as well
(Varma and et.al., 2017). For instance, using Christmas products
advertisement during that festive season, presenting the new
collection of winters and summer wear as per the changing
weathers etc. are all those strategies that are used to target older
customers towards the company.
Conclusion
It can be clearly identified that M&S being a multination company, has very advanced and well organised promotional strategies
which they use for their product and eventually maintain loyal customer base.
References
Rao, K.N. and Syed, F., 2019. Building Customer-Centric organizations-An evolving role of HR. South Asian Journal of Marketing & Management Research, 9(4), pp.35-39.
Varma, V. S. and et.al., 2017, December. Opinion dynamics aware marketing strategies in duopolies. In 2017 IEEE 56th Annual Conference on Decision and Control (CDC) (pp. 3859-
3864). IEEE.