BMP4004 Contemporary Issues: M&S Women's Clothing Campaign Plan

This portfolio presents a comprehensive marketing campaign plan for Marks & Spencer's new women's clothing line, focusing on saris and gloves. The campaign objectives are defined using the SMART framework, aiming to increase sales within specific timeframes. Success is measured through Key Performance Indicators (KPIs) such as reach, engagement, conversion rates, and customer satisfaction. The campaign utilizes various digital marketing tools, including Facebook, Instagram, Twitter, YouTube, and the company's official website, to spread awareness and engage with the target audience. Each platform is strategically employed with tailored content, such as advertisements, behind-the-scenes videos, and interactive posts, to maximize reach and drive sales. The reflection on the campaign highlights the learning experience gained in communication mix, campaign planning, and the importance of KPIs in measuring success. Desklib provides this and many other solved assignments for students.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
Name:
ID:
Contents

Introduction 1
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p

Introduction
Contemporary issues in marketing is a comprehensive, cutting edge resources and up
to date presents of coherent understanding of topical issues in marketing, it identify
challenges in marketing world.(Thrassou, Vrontis and Bresciani, 2018) Campaign planning is
to achieve an objectives, usually large scale over extended period of time. In this report there
is a planning report on product campaign of Marks and Spencer, with campaign objectives
and measurements of success of campaign. A campaign planning for women's clothing with
the help of digital marketing tools such as, Facebook, Instagram, twitter, you tube and
company's official website. At last a refection on campaign.
Campaign objectives
Marks and Spencer is offering new product segment of women's clothing as saris and
gloves in market. Campaign objectives is intersection of strategy, internal capacity and
supporters, it is framework for social media campaign with the help of different components.
To set campaign objectives of Marks and Spencer product segment with the help of SMART
objective component. (Hancock and Newton, 2022)The reason behind bringing new products
segment of women's clothing is to fulfill new demand of customers, as people are demanding
more of a traditional clothes and to complete demand company is introducing new segment in
market. The SMART goals stands for Specific, Measurable, Achievable, Relevant and Time
bound, it sets parameters to pertain goals ensuring company objectives are attainable in
certain time frame. (Yue, 2021)It elements guesswork, generalists with setting clear timeline
making easier to track progress and identify missed time period. SMART campaign
objectives for Marks and Spencer new product segment in women's clothing line are such as.
SMART Objectives
 To increase 5% sales in upcoming 6 months by offering new products segments in
market.
 To increase 10% sales in coming 9 months by introducing product segments in
market.
 To increase 15% sales in upcoming year by launching new product segment in market
for customers.

Measurement of success
Marketing measure success of marketing campaigns and track towards key
performance indicators ( KPIs), it is most important elements of campaign without this
marketing teams wont have a clear picture to success of marketing strategy. (O’Donnell,
2020)There are various tools to measure success of marketing campaign such as, KPI, ROI
and bench mark. In this particular campaign planning for new segment of products for Marks
and Spencer is identifying KPIs. Marketing campaign should have a clear goal with specific
measurable KPI, company goal is to increase brand awareness through digital marketing
campaign, then success will be monitored through key performance indicator in form of
engagement, impression or click thorough.
Awareness:
 Reach:
◦ Impression
◦ Views
◦ Publications pickup
◦ Social content metrics
◦ Organic traffic (SEO)
 Perception:
◦ Brand surveys
◦ Social sentiment
Consideration:
 Engagement:
◦ Traffic
◦ Time on site
◦ Lead gen rate
◦ Leads
Decision- making
 Conversion:
◦ Leads
◦ Qualified leads
▪ MQLs
▪ SALs
Post- purchase

 Satisfaction and advocacy:
◦ Product usage
◦ Review of customers scores
◦ Registration product
◦ Account renewals
◦ Return product rate
◦ Social followers
A Key performance indicators is a numeric value measure company performance in
digital marketing to (McCarthy, 2018)evaluate the success of marketing efforts and brand
awareness on social media through KPIs.
Campaign plan
Campaign plan is integrated communication plan to generate sales, its main purpose is
to engage audience focus on content marketing and integrated media schedule.(Craven and
et.al., 2021) It involves selecting right mix of channels or marketing tools to influence and
reach customers to meet campaign objectives. Campaign planning is important for marketing
to achieve desired outcomes from campaign, with the help of integrated plan and identifying
channels to relevant customers for specific campaign to launch new product into market.
Since there are various tools for organization marketing campaign plan such as offline and
online marketing in which there are various segments through which marketing can be done.
In this particular report for Marks and Spencer introducing new product segment of women's
clothing line of saris and gloves into market, firstly marketing team needs to decide campaign
goals and objectives and then selecting a medium through which launch will be present.
(Cannas and Pettinao, 2022) In here online marketing matrix with the help of digital
marketing is tool in which various platforms will help to market the product, through online
communication tools company will launch its product into market. Such as, Facebook,
Instagram, Twitter, YouTube and official website, using these platforms organization will
spread awareness of new products.
Communication 1: Facebook
Marketing of saris and gloves in women's clothing of Marks and Spencer, marketing
team will use Facebook to spread awareness of new launch in market to customers. As many
people are using Facebook with around million followers of company it will to market faster

and reach as many as customers possible.(Mora, Vila-Lopez and Küster-Boluda, 2021)
Company can post advertisement and posters of new launch on Facebook page and also brand
can post teaser of new products to get engagement with audience. With the help of attractive
advertisement on page it will ensure to get attention of many customers which will led to
increase in sale of products, small little aesthetic advert can attract people through brand can
ensure to spread awareness and it allow people to share advert to their connection this way
post will pass through people to people via their connection. Marketing team can later
evaluate the engagement of each post by counting views, likes and share of advertisement or
posts that brand post on Facebook.(Smith and Smith, 2021) This platform will ensure to get
more and more connection to the launch and attract many possible customers to new product
for organization helps to increase future sales of Marks and Spencer on introducing saris and
gloves in women's clothing brand.
Communication 2: Instagram
Marketing of saris and gloves in women's clothing line of Marks and Spencer,
marketing team of company needs to use Instagram platform for introducing new launch.
Marketers can post blogs, reels, pictures and videos on Instagram to connect with audience
about new launch, with the help of positing blogs brand will provide insight approach of new
products to customers. (Patil and Kumar, 2021)Posting small videos of behind the scene of
new product like making idea behind launching saris and gloves in market, it will ensure
curious and engagement of audience to brand. Audience will connect the mind set of brand
behind launching saris and gloves into market. Company can post pictures of count down of
new launch which will increase eagerness of waiting into audience, with the help of behind
scenes of making that product and insights of making will create direct interaction of
customers to products. (Choudhary, Jhamb and Sharma, 2019)Mostly young customers are
using Instagram more often, so it will help brand to target young customers. There are
millions of followers of Marks and Spencer on Instagram, company get direct connection
with audience and allows them to share post to their connection, which will lead to increase
in sale of new launch.
Communication 3: Twitter
marketing for saris and gloves for Marks and Spencer in women's clothing line,
marketing team need to use twitter as promoting new product line in market to attract many
customers. Marketers can write post and create a meaningful related hashtag which people

can use to write back post and spread awareness of the launch in platform.(Bamberger,
Bronshtein and Yemini, 2020) Most of the people are using twitter to inform social matter in
public or to create a group related to that cause. Using same technique company can impact
on people through post and idea behind new launch as to bring traditional into market for
women. Creating a women empowerment slogan in post it ensure to spread quickly and
connect with as many as audience, it provides direct connection with customers to brand as
they get the idea behind introducing saris and gloves in market for women. (Taken and
Smith, 2019)A powerful post can cause great impact on people so company needs to come up
with great hashtag and a meaningful post that people can get connected and share with their
connection about new launch. Using twitter to promote new product in market can led to
increase in sales of organization and communicate with customers directly for better
performance while launching new products in market.
Communication 4: YouTube
Marketing sari and gloves for Marks and Spencer women's clothing line for
promoting new launch into market. Marketing team needs to use YouTube as a
communication tool to connect with audience, marketers should provide advertisement on
YouTube and also create a page in which provide videos of creating product from scratch.
Advertisement on this platform will reach to maximum amount of customers and attract them
towards campaign of new products.(Febrianti and et.al.,2020) Uploading videos related to
campaign of new products on YouTube will provide insight of idea behind introducing saris
and gloves into market, as it provide direct connection with customers to brand. Company
should post videos related to campaigns of making planes of marketing new products will
ensure of attracting and targeting as many as customers and increase sales of company. With
the help of creating videos of behind the scene of whole campaign and planning of creating
marketing with videos how to products will be made will get attraction from audience, as
people wants behind scenes which will increase view, likes and share of videos and reach to
maximum people on YouTube ensuing success of campaign and increase sales of the
company.
Communication 5: Website
Marketing saris and gloves for Marks and Spencer women's clothing line, to promote
new product in market. Company has its official website online through which marketers can
post a attractive poster with upcoming launch for customers. Company can also post timeline

count down on website will increase eagerness of people waiting for products and attract
customers towards brand. (Gavino and et.al., 2018)Firm needs to make its website attractive
and easy going for audience to get attracted to buy and also provides a easy going process to
increase brand awareness in market. Marketers should provide a theme to campaign so people
can attract connect with the theme, also introduce new tag line according to new segment of
women's line. Company should all color women in introducing new product to promote
equality and against racism, while promoting something traditional for women in market a
beauty of every women. Introducing theme based campaign in market attract audience and
ensure success plan to campaign of promoting new launch in market, with the theme it will
help to connect with customers to brand engagement. Using website as communication tool
to promote new product segment of Mark and Spencer in women's clothing line introducing
traditional saris and gloves into market will ensure increase in sales.
Reflection on Campaign
By conducting campaign I learn about various communication mix which helps to
communicate with audience and increase interaction with them. I also get to know how much
need to be get done before launching actual product into market. There are various things
goes behind planning campaign such as setting goals and objectives after that choosing a
objectives from various types according to the product that company is introducing. I learn
about KPIs and companies measures their success of campaign and as it need to be decided
before launching product. I experienced digital marketing and company use different social
media platform to showcase its self and what all goes behind actual advertisement of certain
products, what was the mind set of marketers while promoting products on social media. I get
to experience the behind scene of processing a proper planning and ideas of offering certain
products into market, how to target particular audience using social media platform. I learn
about different social media platform and how they work for company to promote new
products. I get to know that digital marketing with the help social media cause cheaper then
other marketing tools available.
Conclusion
From the above report it concluded that for Mark and Spencer introducing saris and
gloves in women's clothing line, firstly company set goals for campaign and then decide
objectives of campaign using SMART objectives tool to set different objective of campaign.

Enterprise used KPIs tools to measure success of campaign, after that making a campaign
plan choosing digital marketing tool for launching product. In which company chose different
social media platform for marketing such as, Facebook, Instagram, Twitter, YouTube and
official website to market new products to attract and direct connection with interaction with
audience. Lastly a self reflection on campaign of company on new product

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