PR Plan for M&S Clothing

IntroductionIn recent years, Marks &038 Spencers garment sales defy undergo a period of decline and have been involved in a galactic amount of discounting which has a negative impact on the usefulness margins deep down the department. The purpose of this PR designing is to consider an appropriate merchandise and PR strategy that would lead to the turnaround of this ailing department.Aims and ObjectivesThe primary come in of this PR and marketing agenda is essentially to reinvent the positioning of the M&038S change state division, so that it is not forced into having to discount and is and so able to maintain stronger profit margins. Historically, Marks &038 Spencers has maintained a strong reputation for providing tincture basics, without necessarily being at the dandy edge of elbow room, with the establishment of additional ranges, aiming to have the impact of turning this knowledge around. Yet, the increased use of disposable fashion from the likes of Primark has pu t increasing pressure level on companies such as Marks &038 Spencer when it comes to retaining their market share (MacDonald, 2011). notwithstanding this, the marketing campaign, Leading Ladies, has shown a slight turnaround of fortunes, indicating that a conjunctive effort within the PR and marketing area could indeed have a dramatic effect on this ailing area within M&038S (Marks and Spencer, 2014).AudienceThe audience is potentially one of the hardest things to identify, in terms of this overall PR plan, as Marks &038 Spencers turn covers such a potentially wider audience. It is suggested in this case, however, that by foc employ on ladies wear, the overall agenda for the wearable department heap be considered and looked at in the long run (Hackley, 2009).The target audience for this plan indeed is to focus on the fashion conscious, yet affluent 20 40 year old category. Attempting to compete with the prices of disposable fashion outlets is only when blowy therefore, the focus guides to be on the high income a professional, swank women who similarly want their clothes to be excellent quality and durability. marrowLinked to the chosen audience is the message that M&038S clothing products are providing quality, durable essentials that offer a sophisticated and professional look, with a touch of fashion that is not a disposable, cheap fashion product. adept of the key problems which have been identified within the M&038S clothing range in recent years is that the cost of the product has simply not warranted the quality of fashion being provided, and the balance between quality and cost needs to be redressed (Parrish, 2010). Maintaining a strong quality is important. Yet, it is obligatory for the fashionable element of the product to be brought to the forefront of this message, and this needs to be delivered clearly to the young, affluent audience. In order to achieve this M&038S is going to focus on the younger audience by attractive with young w orkers and students. Offering discounts and selecting the relevant media publications that aim at these people testament be a crucial part of delivering this message. Communication StrategiesBearing in mind the message and the target audience in question, the choice of communion strategy pass on be particularly important when it comes to successfully providing this breaking in emphasis and new marketing strategy. Given the chosen audience, the conference strategies also need to be aimed at a younger audience, using factors such as the internet and e-mail marketing, in order to represent a younger, more cutting-edge image. Establishing affiliations with third parties and appropriate magazines will also be important for encouraging potential consumers to view Marks &038 Spencer clothing in a slightly different light. Events such as fashion shows and launches of product ranges in locations that are going to be targeting this new audience. operative with Universities and popular work areas in central towns will assist in this matter.Celebrity endorsement is also potentially going to assist in shifting the wisdoms of Marks &038 Spencer a dash from products which are slightly old and staid. By partnering with the appropriate celebrities and also appropriate events, the general perception of the company can be changed, over time, and this needs to be a relatively mid-term agenda for M&038S.Resource and BudgetThe overall size of M&038S and the ability to draw on financial resources from other departments such as the food and home department provides evidence of real opportunities in imply to spending a large amount on this revised PR and marketing approach that would be impossible for other organisations without the backing of these departments. In order to completely reinvent the perception around an organisation the size of M&038S will require a consistent and large resource, over a relatively prolonged period of time. In addition, however, it is proposed that a six-month time horizon be looked at, with the majority of the focus being pose on shifting the emphasis and eventually reinventing the product range. It is therefore suggested that a team of four marketing professionals should be given the agenda of achieving this plan as part of a specific six-month project (Hallbauer, 2008).Initially, it is proposed that a cipher of ?260,000 will be provided on the basis of ?40,000 per month to cover the advert in key locations and in order to ensure that the manpower is operable in every store across the country. It is also recognised that having a strong celebrity endorsement may be very beneficial, the reckon may need to be adjusted to reflect this.Evaluation MethodsBy looking at the current difficulties being faced by the M&038S clothing range, it can be seen that it is largely attached to the perception of individuals and the demands of the potential target audience. With this in mind, evaluating the marketing and PR agenda will n ot only involve looking at quantitative figures such as the change in sales, but more crucially at the changing perceptions of customers and potential customers. Also for this reason, at least initially, the necessary way to evaluate the PR agenda will be to undertake an abstract of customer perceptions and satisfaction of products. After the initial six-month period, it is anticipated that there will be shifting sales figures and therefore the rating methods used would need to alter to take this into account. It is, however, recognised that this marketing agenda will not completely change the fortunes of the company in a matter of weeks and evaluation methods need to be reflective of this gradual shift, if the agenda is not to be deemed a failure, at a fairly early stage (Newman &038 Cullen, 2002).ReferencesHackley, C, (2009) denote and Promotion An Integrated selling Communications Approach, SAGE PublicationsHallbauer, S, (2008) Retail Marketing and New Retail Idea Marks and Spencer, GRIN VerlagMacDonald, G, (2011) For M&038Ss Bolland, Success is in the Detail, Retail Week, Available at http//www.retail-week.com/metropolis/for-mss-bolland-success-is-in-the-detail/5025603.articleMarks and Spencer (2014) Available at http//corporate.marksandspencer.com/investors/press_releases/only_m_s_marks_spencer_invites_you_to_meet_britains_leading_ladiesNewman, A &038 Cullen, P, (2002) Retailing Environment &038 Operations, Cengage educationParrish, E. (2010) Retailers use of niche marketing in product development. Journal of style Marketing and Management, Vol. 14, No. 4, pp. 546-561