The marketing communications campaign of marks and spencer

The marketing communications campaign of marks and spencer The marketing communications campaign of Marks and Spencer Introduction The current revolution in information technology and rapid globalisation have made the marketers face many marketing communications options (Newman Patel ,2003).Integrated marketing communications campaign is one of options, Which can be used to create added value for potential consumers and influence directly purchasing patter. The IMC, which is defined, according to Duncan (2002), as ‘A cross -functional process for creating and nourishing profitable relationship with customers and other stakeholders by strategically controlling or influencing all the messages sent to these groups and encouraging data driven, purposeful dialogue with them† The IMC is important issue because the companies can not afford either the financial or reputation damage which is caused by the poor planning or implementing of the IMC (Brassington pettitt,2006).On the other hand, the planning and implementing the IMC campaign is a complicated process and involves a wide range of management tasks (Caemmerer, 2009). As a result, this paper aims to show the steps which should be followed in the planning and implementing the IMC and to apply these steps on Marks and Spencer as a case study from real life. Finally, some recommendations will be given to improve the performance of MS. Literature review Identifying the target audiences The planning the IMC, according to Kotler Keller .should start with clear determining of target audience ,who is a group of people is aimed by marketing communications campaign , because it is vital step. Then, answers should be provided on the following questions: What are the choice criteria, which are used to evaluate the products? What are motivated them to buy the products? What make them response to the competitors, products? (Jobbe, 2007). Ø Situation analysis Competitor analysis : To analysis the competitors, according to Aaker and McLoughlin (2007), a group of questions should be answered: Against whom do we usually compete? What are their objectives and strategies in terms of brand? What is their image and positioning strategy in terms of brand? What have been the marketing communications of the competitors in the past? What impact have they had? What are their future plans? Market analysis: Ø Defining the marketing communication objectives Mean what the marketing communications are supposed to achieve, according to Blythe (2000), there are many objectives: Image building campaigns: Those are intended to communicate a specific status for the product, as well as to emphasis ways that it could complete the lifestyle of the client. Unique selling proposition (USP): that is the one attribute of the product which it differentiates the product from the competition. Positioning: the strategies which focus on the ways that consumers distinguish the products comparing with their perceptions of the competitors products. Direct response: instant response is wanted from the consumer in respect of purchase, a request for broacher, or a going to the store. Ø Managing the elements of the mix Deciding what is the media which will be used to convey the message of the IMC campaign. There are five elements of promotional mix Advertising: any paid form of non-personal communication of ideas or products in the prime media .It takes place in many forms such as, television, press, posters, cinema and radio (Pickton Broderick, 2005). Public relations: are â€Å"the deliberate, planned and sustained effort to creating and maintaining mutual understanding between an organization and its publics † Direct marketing: is the message, which can be prepared to appeal to the addressed customer. It takes place in my forms such as direct mail, telemarketing, internet marketing (Kotler Keller, 2006). Sales promotion: the activities which aim to temporary increase in sales. They take place by many forms such as buy one get one free, free sample and money off coupons. Personal selling: this is designed to meet the consumers needs by communicating face to face between the buyer and seller (McGolrick, 2002). Ø Setting the promotional budget Putting the promotional budgeting is one of the most important and difficult steps in Planning the IMC campaign because, according to West, Ford Ibrahim (2006) ,If the companies have spent too much on the promotion program this could reflect negatively on the profits whereas, if they have paid out too little marketing opportunities would be get lost. There are, according to Jobber and Fahy (2006), four methods, which are usually used to set the promotional budget: percentage of sales, matching competitors expenditures, objective and task and what can be afforded? Ø Evaluating the IMC campaign It is important step, according to Palmer (2004), because it can provide feedback to inform the future activities and make the managers more adjustment when they plan the promotional activities if the objectives are not being achieved. Apply on the MS Marks and Spencer has been the Britain most-respected and leading retailer for long time. Besides, it is one of the most recognizable brands in the UK and operates about 6stores in the UK Identify target audiences: MS has focused on fashionable males and females from different ages who have enough money to spend on the trendy dress and want to enhance their social image between their peer. Ø Analysis the situation Analysis the competitors: The main competitors of MS, GAP, HM, and Top shop, which are distinguished by fashionable clothes and they has focused on the trendy of fashion .As a result, they are called fashion retailers not clothes retailers In terms of Gap, which operates 4,171stores worldwide and the target market is 15-35 age groups. Gap promotes nationally towards young fashion consumers. Promotional campaigns do differ, however. Gap has entered above the line into a programme of intensive primetime television advertising. (Newman Patel, 2003) Concerning HM Analysis the market: Fashion market, which is considered as one of the most profitable, dynamic and competitive area in the UK (Newman Patel, 2003) .The fashion market is considered dynamic because consumer behavior in this market is distinguished by a sudden desire to buy and fluctuating customer tastes. Therefore, new opportunities are available in front of the companies and advertising agencies in this market to create added value for their potential consumers and influence directly their purchasing pattern by integrated marketing communication (Newman Patel, 2003). The fashion market is competitive market because, according to Moore (1995), growing the market shares of foreign fashion retailers in the UK, such as Gap and Benetton and reforming some fashion retailers like, Next. Ø Defining the marketing communication objectives MS has had two objectives in its marketing communications campaign. It has tried to show that its products have been characterized and differentiated from the competitors products by its high quality, stylish, great value (USP) and to enhance the perceptions of consumers in terms of quality and fashion( MSs annual report, 2008). Ø Managing the marketing communications mix At the end every season from each year, MS carries out marketing communications campaign. On 8 November 2007, MS launched marketing communications campaign and used the advertising (TV, cinema and the internet) as essential promotional tool in addition public relation (the website) and sales promotion (bonus). The ad, which is called Christmas Belles, was created by the advertising agency, Rainey Kelly Campbell Roalfe Y R, and was executed by a group of models. The models are Erin OConnor, Elizabeth Jagger, Twiggy, Myleene Klass and Laura Bailey who are well known names representing different age groups and each gorgeous model is wearing different clothes from MS range including lingerie and accessories . In addition to Hollywood actor Antonio Banderas who was chosen to attract the attention of menswear next to womenswear (Visit4inf, 2007). The song of the ad is called it is the most wonderful, which is singed by the artist Andy Williams The message, which has been conveyed by the campaign of MS, is â€Å"Quality worth every penny†. Besides; MS has tried to tell its target audiences that it has built its reputation in respect of quality since 1940 by establishing strict criteria which it continues to follow today. In other words, it has enhanced historical attributes of quality. The ad was screened on the TV, which could provide higher levels of awareness and reach to a large number of target audiences. Besides, it also was launched in the cinema because the commercial shown in the cinema made a stronger impression on the consumer .It was possible because it allowed for a longer advertisement that was also within cinematic technology in an artistically advanced package. At the same time the ad was launched on the internet to support the TV and cinema launch. Moreover, the viewers were sending the advertisement to each other by Email .Consequently, the commercial internet was effective in two ways spreading the message between the consumers and cost. Hence, a lot of viewers had seen the ad on YouTube during a few weeks. The new Website was Launched and it was connected to the campaign message .It was used as a complementary tool of TV and cinema .It was flexible and a reasonably cheap technique of getting an extensive target audiences and the company can get feedback from consumer by it (MSs annual report, Caemmerer; 2008, 2009). The last promotional tool, which was used by MSs campaign, is bonus which is considered as a type of sales promotion and it was used to encourage the target ardencies of MS to spend more. Ø Setting the promotional budget At the end of 2007 the marketing expenditure was  £145m more than half of expenses spent on the advertising (Birtwistle, 2007). Ø Evaluating the IMC campaign There are many evidences of success the marketing communications campaign of MS .First of all, The market share of MS in terms of clothes increased from 9,8% 2007 to 11, 2% in 2008 approximately 1,4%9 =  £4,095m (see figure 2).

Describe The Remedies Available For Breach of Contract Essay

When signing a contract not only are you agreeing to the terms of this contract you are agreeing to the consequences if breach the contract. There are many remedies available if one of the party’s breaches the contract and if the party who breached the contract doesn’t agree to the consequences then the matter will be taken to court. A breach of contract can be defined as a party failing to perform, precisely and exactly, his obligations under the contract. However a party can only treat the contract as discharged in three situations: -Renunciation Renunciation is where a party refuses to perform his obligations under the contract. -Breach of Condition The second breach occurs where the party has committed a breach of condition. -Fundamental Breach The third breach is where the party in breach has committed a serious breach of a term in the contract or totally fails to perform the contract. In most cases a breach of contract will result in damages being paid. The point of damages is to put the injured party in the same financial position he would have been in had the contract been properly performed. Damages are not always a suitable remedy so sometimes other remedies are put into place e.g. Injunction. -Damages In order for the innocent party to actually get awarded damages they must be able to prove they suffered a loss from the contract not being fulfilled properly. The court has to think about two things when deciding to award someone damages and they are: -Remoteness For what consequences of the breach is the defendant legally responsible? -The measure of damages The principles upon which the loss or damage is evaluated or quantified in monetary terms. This can only be determined after the first. If paying damages isn’t sufficient enough then obviously they have to look at other remedies, which include: -Specific Performance -Injunction Specific Performance Specific performance is where the court orders a positive contractual obligation. There are many circumstances where specific performance is not available: -Damages provide an adequate remedy. -Where the order could cause undue hardship. -Where the contract is of such a nature that constant supervision by the court would be required. -Where an order of specific performance would be possible against one party to the contract, but not the other. – Where the party seeking the order has acted unfairly or unconscionably. He is barred by the maxim ‘He who comes to Equity must come with clean hands’. -Where the order is not sought promptly the claimant will be barred by the maxims ‘Delay defeats the Equities’ and ‘Equity assists the vigilant but not the indolent’. In general the court will only grant specific performance where it would be just and equitable to do so. Injunction An injunction is an order of the court requiring a person to perform a negative obligation. Injunctions fall into two broad categories: -Prohibitory injunction, which is an order that something must not be done. -Mandatory injunction, which is an order that something must be done, for example to pull down a wall which has been erected in breach of contract. Like specific performance it is an equitable remedy and the court exercises its discretion according to the same principles as with specific performance,

Prison Reform During The United States - 1456 Words

Ashlyn Frazier Taylor English IV October 20, 2015 Prison Reform in America For many years now, the criminal justice system has become stricter, causing more and more people to be arrested and sentenced to prison. As prisons become more occupied, the living conditions, health, and treatment of prisoners starts to deteriorate, which has become a trend over the last few decades. However, President Obama has noticed this prison environment and has taken a stand in saying that something needs to be done about it. Though many people would argue that prison reform is unnecessary because prisoners deserve to be treated poorly, there is sufficient evidence that shows that the current conditions end up doing more harm mentally and physically to the†¦show more content†¦It is unnecessary for many of these criminals to be held in prison since there isn’t any room for them in the first place. One way that the federal prison system can ease the overcrowding problem would be to simply release the non-violent criminals back into society with a fine or on pr obation. The overcrowding that is contained within many prisons causes the facilities to become more and more inhumane with the number of prisoners added each year. Many prisons suffer from lack of resources for their inmates such as proper medical facilities, extra prison cells, and resources to reduce idleness, which causes the conditions of the prisons and the treatment of the prisoners to worsen. With overcrowding, prisoners become victims of unconstitutional treatment, and many will suffer and die if this chronic overcrowding continues (Mayeux 9). Though many people would argue that prisoners deserve the harsh conditions that come with overcrowded prisons, they need to remember that prisoners are people too and are subject to the same natural rights as every American citizen, including the eighth amendment which declares â€Å"no cruel or unusual punishment†(Brown v. Plata 1). The supreme court case Brown v. Plata actually states that the overcrowded population of prison s is a violation of one’s constitutional rights (Brown v. Plata 1). But overcrowding doesn’t just effect prisoners, it also

Memorize Latin From the Aeneid by Vergil/Virgil

One technique that may help if you are trying to re-learn Latin is to memorize a chunk of Latin poetry and make it your own. For this purpose, you might want to memorize the first 11 lines of Vergils (or Virgils) Aeneid. Arma virumque cano, Troiae qui primus ab orisItaliam, fato profugus, Laviniaque venitlitora, multum ille et terris iactatus et altovi superum saevae memorem Iunonis ob iram;multa quoque et bello passus, dum conderet urbem,inferretque deos Latio, genus unde Latinum,Albanique patres, atque altae moenia Romae.Musa, mihi causas memora, quo numine laeso,quidve dolens, regina deum tot volvere casusinsignem pietate virum, tot adire laboresimpulerit. Tantaene animis caelestibus irae? Listen to Robert Sonkowsky reading this passage to get a sense of the pronunciation and rhythm of Classical Latin. After you have begun to learn the passage, read a translation and try to make the translation and the Latin go together. What you do with this chunk of Latin is up to you. You may just keep it in mind as a reminder of the word order in Latin – the first clause is â€Å"arms and the man I sing,† with the verb at the end. Or the fact that certain sentences, like the final question, don’t require an expressed verb at all. Or you may keep the whole passage in mind to remember the names, (Juno, Lavinia, Latium, Italia, Troy, and Alba). Or to try to make sense of the early legendary history of Rome. But here is my suggestion. After you have the passage down cold, try writing your own translation into good English. Then try reverse translating back into Latin prose. The purpose is not to do worry too much about the syntax but to see how different your phrase structure is from Vergil’s . If nothing else, this should give you an appreciation for the variety provided by the Latin language. Example: I sing about arms and the manarma et virum ego cano.