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The three marks and spencer clothing ranges marketing essay

By Sarah Vizard 19 Apr 2018 6: Patrick Bousquet-Chavanne, the marketing boss for the last six years, is outas is marketing director for consumer and brand Rob Weston. And they will not be replaced. Instead, responsibility for marketing passes to each department under the leadership of Sharry Crammond in food and Nathan Ansell in clothing and home.

M&S’s shake-up suggests its ‘one brand’ marketing strategy didn’t work

And it is hard not to jump to the conclusion that Norman — well known for his no-frills approach — sees advertising as a cost that can be cut. Marketing no longer has a place on the board, and it would be no great surprise under these circumstances to see advertising spend decline.

  1. It also offers a wide range of products such as food or clothes.
  2. The organisational structure has been changed to be flatter over these ten years They company has been cut down some layers of management since 1998.
  3. The result is a melting product life cycle and a high pressure on the retailer. For example, Luc Vandevelde recruited as a chairman in 2000 and now, Stuart Rose is the current executive chairman since 2008.

This shift in strategy might, however, be a good thing. The hope was that bringing its advertising together under one message would provide a halo effect across the business; suddenly people who had never shopped in clothing would be buying skirts and jumpers, while those at home among bedding and lamps would drift over and start buying lunch and dinner.

Over the Christmas quarter, like-for-like food sales fell by 0. Total UK sales were up by just 1. The retailer may face a range of challenges — from the shift to online shopping to pressures on consumer spending — but its brand strength is not one of them.

What it needs to do is focus on product, customer experience and reaching consumers online, whether they increasingly shop.

  • Ficenec also added that the decreasing sales in the clothing department has been going on for up to three years;
  • What it needs to do is focus on product, customer experience and reaching consumers online, whether they increasingly shop;
  • We performed secondary research by using websites and search engines, like Google scholar;
  • Ficenec also added that the decreasing sales in the clothing department has been going on for up to three years.

Both marketing and advertising must play a role, but they increasingly need to address the separate issues in its two businesses. In food, it has a real problem in terms of value; its score of -4. Moving on from big brand campaigns Stuart Machin, who is set to join in May as the new MD for food, is expected to streamline its food offering, which has been increasingly complex in recent years and more expensive.

Its products need to reflect how price conscious consumers now are and focus on true innovation.

Retail marketing and new retail idea - Marks & Spencer

In clothing and home the shake-up required is more dramatic. After all, they are in a turnaround situation. If you watch all the stuff the two outgoing marketers produced, it now seems a bit self-indulgent.

  • This hybrid and overall trend is to be recognised in many retail concepts, e;
  • However, there are several reasons for this disparity which will be explored in the following section;
  • For the clothing department, this event could be classified as relative product failure Dibb et al;
  • The sales of these two years have been increased;
  • Quicker decision could be made by this strategy which means that the employee has to be ready to give good reason for the decisions that they make;
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But communicating that turnaround will be key, focusing on specific products and initiatives much like Tesco has done under Dave Lewisrather than big emotional brand campaigns.