direct marketing plan for marks & spencers
DESCRIPTION
A fully planned direct marketing plan for M & S India circle to increase sales & engage audience in a two way dialogue as a part of the branding exerciseTRANSCRIPT
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DIRECT MARKETING PRESENTATION
II BURNEET KAUR I SARTHAK RANKA I SASHWATI CHATERJEE I SHUBRA BUNDELA I SUKANYA GHOSH II
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About M&S
• Loved by millions of people across the world
• Offers high quality fashion, award-winning food and stylish homeware
• In a joint venture with Reliance India Ltd.
• Operates through 32 retail outlets across India
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TOWS ANALYSIS
Threats
Global economic Slowdown Government’s ambiguity towards single
brand retail outlets Increasing online merchandisers (like
fashion & you, flipkart etc.)
Opportunities
Increasing premium apparel market at 29% Biggest spenders in India aged below 35 years
of age (65% of the population) Increasing demand for global brands
Weakness
Perceived to have limited range of products
Highly priced vis-à-vis competiton Late entrant in the market Low advertising spends
Strengths
Strong global presence Eco-Friendly range of products 35 stores across premium markets in India Strong distribution network via Reliance value
chain
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POSITIONING MAP
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OUR MARKETING APPROACH
Direct – connecting to heart marketing approach
Inner layer ‘INFLUENCE’
Deeper layer ‘ENGAGE’
Skin layer ‘REACH’
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LET’S TRY TO DECODE OUR CONSUMER
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WHOSE OUR CONSUMER?
Demographics
WomenAge :- 22–26 years Region :- Delhi/NCROccupation :- Working professionals/ Post-Graduate students etc.SEC Classification :- SEC A+ family
Psychographics
• Just out of university, they are enjoying the heady feeling of new-found freedom & responsibility at the same time
• They live for the present and want to make the most of every moment of the day spent out of work
• Friends form an important part of their lives and how they are viewed by them is key
• Popularity with the opposite gender is their currency of cool• They love to shed out money on ‘looking good’ • They love to experiment and flaunt their wardrobe collection
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THE KEY INSIGHT
At this age, their preference change every day. Each time they lay their eyes on an attractive in-trend lifestyle apparel, they fall in love – hook, line and sinker, are sure they want to own it.. only till they see another one in stores again
For them dressing isn’t just about the right dress; its about finding the right look. Best girlfriends do everything from choosing the right dress with supporting accessories, the right make all to look ‘WOW’!!!
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WHO ARE WE?
• Who are we? We are your ultimate styling partners
• What do we stand for?We stand for style, elegance which is everlastingThe ‘EVERLASTING’ fashion
• What is our main aim?Our main aim is to give you the ‘fashion edge’over your peer group
• What do we do to achieve our aim?We bring you a high style quotient, to impress any potential mate &
to take on any upcoming challenge
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THE APPROACH
Inner layer ‘INFLUENCE’
Deeper layer ‘ENGAGE’
Skin layer ‘REACH’
GET THE “LOOK OF THE WEEK” CONTEST
CELEBRATE SPECIAL OCCASIONS WITH M & S
THE MARCH “END OF SEASON” SALE
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‘LOOK OF THE WEEK’ OFFER
• A new look every week by M&S in-house designers
• Ranging from apparels, handbags, shoes, perfumes, accessories etc.
• Option to ‘choose n pick’
• Only for M&S exclusive members
• Scan and avail discount offers also available
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Celebrate special occasion with M & S
• Occassions like New Year, Republic day, Valentine’s Day, Women’s day etc.
• For Instance, offers on Women’s day can be :-
• Pamper yourself this Women’s day- This Women's Day have your cake and eat it too! Walk into our store at Connaught Place, H-block or DLF Promenade, Vasant Kunj and we will treat you with a free styling session and also reward you for it
• Get a chance to win restaurant & spa vouchers!
• Gift vouchers worth Rs. 2000
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END OF SEASON SALE
• Grand sale on all merchandise
• Buy 2 get 1 free offer to boost sales and acquire new customers
• Additional discounts for HSBC card holders to increase the reach of the brand
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CAMPAIGN TIMELINE
DECEMBER - FEBRUARY (WINTER SEASON)
FIXED DATES - CELEBRATE SPECIAL OCCASSIONS WITH M&S
MARCH - END OF SEASON SALE