Marks & Spencer Promotional Activities Essay Example

on women’s clothing to balance up its campaign so that it affects al products, not just food and children’s and men’s clothing, because the company does not only need food customers. Customers have to aware what the company has in store for them. Promotional activities used by M&S M&S has different ways to advertise their promotional activities and let customers know about their new products.

New proposed promotional plan I have to design my own promotion campaign for one of M&S products or services. I have chosen M&S’s Plan A cut on waste as the focus for my promotional campaign.

I will be using some of the greatest promotional activities used by big stores like Sainsbury’s, Tesco and Asda to campaign for this cut on wastage.

M&S Plan A cut on waste Research M&S launched the Plan A in January 2007 with the purpose of setting up 100 commitments and achieve them in 5 years. It has been extended now for 180 commitments to achieve by 2015 to achieve the goal of becoming the world’s most sustainable major retailer. Plan A is working with the customers and suppliers to combat on reducing waste. This will lead to healthier lifestyle to everyone. Target market Promotional plan

For a successful promotional campaign, a plan has to be made which outlines and specifies the objectives. I would be proposing a number of successful promotional activities using effective communication medias in my campaign.

Objectives for my campaign

My objectives will be based on M&S main goal, which is to cut wastage and to improve everyone’s lifestyle. In order to obtain this goal, my objectives will be to

• Increase customer awareness of the ways they can
  

cut waste

Objectives explained

My first objective is to increase customer awareness of the cut waste carrier bags within the 4 months that the campaign will be running. I will be using leaflets and website advert to inform and attract customers. Generate more sales for the business, M&S 4 years target sales are 5 billion total sales growth. 1/3 of these sales will come from non food items, which include children, men and women clothing, jewellery and home ware. After creating more customer awareness my campaigns should be able to create interest and desire for customers to buy the products which will generate more sales for the business.

Improve customer loyalty towards M&S products, campaigning for the cut on waste carrier bags will also improve customer loyalty towards the new products from customers thus encouraging high street shoppers to visit M&S for their good quality products.

Promotional campaign

Description I designed this promotional campaign to attract customers. My campaign is going to be aimed at introducing and promoting cut on waste carrier bags to a wider audience, through different ways of advertisement. My campaign is going to be to everyone who is interested in reducing wastage. I would describe this bag, as a bag for life.

Each bag costs only 5p each. Promotional mix For my promotional campaign I have decided to use two promotional activities as my promotional mix, since they are also available to M&S. This includes advertising and sales promotions by using leaflets and website advert. Sales promotion Since my campaign is going to be seasonal, I will use 10% off the cut on

waste carrier bags product during the last month of the campaign in December. The main aim for this is, because I will want to attract customers during the Christmas season. I believe this is the season where people waste more.

Timing

Promotions will be available in November during the last month of the campaign. I have chosen this timing because promotions can’t obviously run through the whole year, which would affect the company’s profits. Advantages of sales promotion to my campaign By using 10% off, I will be able to encourage quick increase in sales, where by my target audience will be attracted to the promotions. This will increase M&S sales. Price reduction will be a profitable and tactical tool for the campaign, because once customers aware of the product, there will be repeat sales and with time the prices will be put back to normal.

Disadvantages

If the promotions are used for the long term customers might get used to them, which will affect the business’s profits. Also too much promotions, may damage the business, which is why the campaign will run for only 4 months. Just to increase customers’ awareness of the product.

• M&S vouchers [Timing. Cost research]
• Flyers [Timing. Cost research]