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).

Depression Essay -- Emotional Disorders Psychology

Depression is a very big topic to discuss. The most commonly asked questions are: What is depression, and what disorders are related to depression? How common is depression? Is it serious? What treatment is used? And, What kind of symptoms should a person be looking for? Depression is more than the everyday ups and downs. You know when a person is depressed when their sad feelings interfere with their everyday life. Depression doesn’t only affect feelings, but can change behavior, physical health and appearance, academic performance, social activities, and the ability to make decisions that are face every day. The causes of depression are still unknown, but researchers have found a genetic link between most depressive disorders. Another depressive disorder is bipolar depression. Bipolar depression is when a person goes through mood cycles. The two common moods are being sad and down, but that can change to a very energetic mood quickly. Some things that can trigger a depressive episode are a serious loss, chronic illness, relationship problems, work stress, family crisis, financial setback, or any other unwelcome life change.   Ã‚  Ã‚  Ã‚  Ã‚  Clinical depression is more common than most people think. More than nineteen million Americans are affected each year. One-fourth of all women and one-eighth of all men will suffer a depressive episode during their lifetimes. There are more teenagers that suffer from depression than adults. Four percent of all teens are diagnosed as clinically...

Food Recipes

bread Ingredients 1 packet (2 1/4 tsps) active dry yeast 1 cup warm water (110 – 120 degrees) 2 Tbsp. milk, room temperature 1 Tbsp. dark brown sugar 3 Tbsps. melted butter, room temperature 1 tsp. coarse salt 3 cups bread flour (spooned and leveled) 4 quarts of water 1/2 cup baking soda Coarse salt to taste 2 Tbsps. melted butter Directions †¢In the bowl of a stand mixer or in a large bowl, combine the yeast, water, milk, brown sugar, and butter. Let the mixture rest for 10 minutes so the yeast come alive. †¢Mix in the coarse salt, then the flour, one cup at a time. The dough will be tacky. Spray a large bowl with cooking spray or coat with oil. Transfer the dough to the bowl, flip to coat on both sides, and cover with plastic wrap for 30 minutes. †¢After 30 minutes, knead the dough for 10 minutes until it is smooth and elastic. Return the dough to the bowl, flip to cover both sides, and re-cover for an hour, or until roughly doubled in size. †¢Preheat the oven to 400 degrees and bring 4 quarts (16 cups) of water to a boil. Gently deflate the dough and cut in half using a sharp knife or bench scraper. Shape each half into a round loaf. †¢Slowly add the 1/2 cup of baking soda to the boiling water (it will bubble).Place one piece of dough onto a large slotted spoon and gently lower into the boiling water. Use the spoon to flip the dough in the boiling water for around 20 seconds, then lift the dough out of the water with the slotted spoon – allow the excess water to drip back into the pot. †¢Set the dough onto a greased baking sheet. Repeat the water bath with the remaining dough. Sprinkle both rounds with coarse salt, then slash an X on the top of each with a sharp knife so the bread can expand while it bakes. †¢Bake for 20-25 minutes, rotating the sheet halfway through. †¢Remove from the oven and brush with melted butter.

Geography of the Southern Hemisphere and Facts

Geography of the Southern Hemisphere and Facts The Southern Hemisphere is the southern portion or half of the Earth. It begins at the equator at 0 degrees latitude and continues south into higher latitudes until it reaches 90 degrees south, the South Pole in the middle of Antarctica. The word hemisphere itself specifically means half of a sphere, and because the earth is spherical (although it is considered an oblate sphere) a hemisphere is half. Geography and Climate of the Southern Hemisphere In the Northern Hemisphere, the majority of the area is composed of land masses instead of water. In comparison, the Southern Hemisphere has fewer land masses and more water. The South Pacific, South Atlantic, Indian Ocean, and various seas such as the Tasman Sea between Australia and New Zealand and the Weddell Sea near Antarctica make up around 80.9 percent of the Southern Hemisphere. The land comprises only 19.1 percent. The continents making up the Southern Hemisphere include all of Antarctica, around one third of Africa, most of South America, and nearly all of Australia. Because of the large presence of water in the Southern Hemisphere, the climate in the Earths southern half is milder overall than the Northern Hemisphere. In general, water heats and cools more slowly than land so water near any land area usually has a moderating effect on the lands climate. Since water surrounds land in much of the Southern Hemisphere, more of it is moderated than in the Northern Hemisphere. The Southern Hemisphere, like the Northern Hemisphere, is also divided into several different regions based on climate. The most prevalent are the southern temperate zone, which runs from the Tropic of Capricorn to the beginning of the Arctic Circle at 66.5 degrees south. This area features a temperate climate which generally has large amounts of precipitation, cold winters, and warm summers. Some countries included in the southern temperate zone include most of Chile, all of New Zealand and Uruguay. The area directly north of the southern temperate zone and lying between the equator and the Tropic of Capricorn are known as the tropics- an area which has warm temperatures and precipitation year round. South of the southern temperate zone is the Antarctic Circle and the Antarctic continent. Antarctica, unlike the rest of the Southern Hemisphere, is not moderated by the large presence of water because it is a very large land mass. In addition, it is considerably colder than the Arctic in the Northern Hemisphere for the same reason. Summer in the Southern Hemisphere lasts from around December 21 to the vernal equinox around March 20. Winter lasts from around June 21 to the autumnal equinox around September 21. These dates are due to the Earths axial tilt and from the period of December 21 to March 20, the southern hemisphere is tilted toward the sun, while during the June 21 to September 21 interval, it is tilted away from the sun. The Coriolis Effect and the Southern Hemisphere An important component of physical geography in the Southern Hemisphere is the Coriolis Effect and the specific direction that objects are deflected in Earths southern half. In the southern hemisphere, any object moving over the Earths surface deflects to the left. Because of this, any large patterns in air or water turn counterclockwise south of the equator. For example, there are many large oceanic gyres in the North Atlantic and North Pacific- all of which turn counterclockwise. In the Northern Hemisphere, these directions are reversed because objects are deflected to the right. In addition, the left deflection of objects impacts the flows of air over the Earth. A high-pressure system, for example, is an area where the atmospheric pressure is greater than that of the surrounding area. In the Southern Hemisphere, these move counterclockwise because of the Coriolis Effect. By contrast, low-pressure systems or areas where atmospheric pressure is less than that of the surrounding area move clockwise because of the Coriolis Effect in the Southern Hemisphere. Population and the Southern Hemisphere Because the Southern Hemisphere has less land area than the Northern Hemisphere it should be noted that population is lower in Earths southern half than in the north. The majority of Earths population and its largest cities are in the Northern Hemisphere, although there are large cities such as Lima, Peru, Cape Town, South Africa, Santiago, Chile, and Auckland, New Zealand. Antarctica is the largest landmass in the Southern Hemisphere and it is the worlds largest cold desert. Although it is the largest area of land in the Southern Hemisphere, it is not populated because of its extremely harsh climate and the difficulty of building permanent settlements there. Any human development that has taken place in Antarctica consists of scientific research stations- most of which are operated only during the summer. In addition to people, however, the Southern Hemisphere is incredibly biodiverse as the majority of the worlds tropical rainforests are in this region. For example, the Amazon Rainforest is almost entirely in the Southern Hemisphere as are biodiverse places such as Madagascar and New Zealand. Antarctica also has a large variety of species adapted to its harsh climates such as emperor penguins, seals, whales and various types of plants and algae.

How to Make Homemade Lye Using Two Ingredients

How to Make Homemade Lye Using Two Ingredients Lye is a chemical used for a variety of purposes, including making soap, performing chemistry demonstrations, making biodiesel, curing food, unclogging drains, disinfecting floors and toilets, and synthesizing drugs. Because it can be used to make illegal drugs, lye may be hard to find in a store. However, you can make the chemical yourself, using a method popular in colonial days. The resulting lye is potassium hydroxide. Lye can be either potassium hydroxide or sodium hydroxide. The two chemicals are similar, but not identical, so if you are making lye to use for a project, make certain its potash-based lye you need. Materials for Making Lye You only need two ingredients for making homemade lye: AshesWater The best ash comes from hardwood trees or from kelp. Softwoods, such as pine or fir, are better if you want to use the lye to make a liquid or soft soap. To prepare the ash, simply burn wood completely and collect the remains. You may also collect ash from other sources, such as paper, but expect chemical contaminants that may be undesirable if the lye is to be used for soap. Safety Information You can adapt the method using materials available to you, but keep in mind three important points: Use glass, plastic, or wood to process and collect the lye. Lye reacts with metal.The process gives off noxious vapors, especially if you heat the lye to make it more concentrated. Make lye outdoors or in a well-ventilated shed. This is not a project you want to undertake inside your home.Lye is a corrosive strong base. Wear gloves and eye protection, avoid inhaling vapors, and avoid skin contact. If you splash lye water on your hands or clothes, immediately rinse the affected area with water. Process To Make Lye Basically, all you need to do to make lye is soak the ashes in water. This yields a slurry of residue in a potassium hydroxide solution. You need to drain the lye water and then, if desired, may concentrate the solution by heating it to remove excess water. In summary: mix the ash and water, allow time for the reaction, filter the mixture, and collect the lye. One method that has been used for hundred of years, if not longer, is to use a wooden barrel with a cork near the bottom. These are available from brewing supply stores. Place stones at the bottom of the barrel.Cover the stones with a layer of straw or grass. This serves to filter the solids from the ash.Add ashes and water to the barrel. You want enough water to fully saturate the ashes, but not so much that the mixture is watery. Aim for a slurry.Allow the mixture to react 3 days to a week.Test the concentration of the solution by floating an egg in the barrel. If a coin-size area of the egg floats above the surface, the lye is sufficiently concentrated. If it is too dilute, you may need to add more ashes.Collect lye water by removing the cork at the bottom of the barrel.One way to increase the concentration of the solution is to run this liquid through ashes again.If you need to concentrate the lye, you can either let water evaporate out of the collection bucket or you can heat the solution. Its okay to use a cast iron or stainless steel pot. Modern adaptations of the old technique involve using plastic or glass buckets with spigots rather than wooden barrels. Some people drip rainwater from a gutter into the lye bucket. Rain water tends to be soft or slightly acidic, which helps with the leaching process. Its not necessary to clean out the reaction barrel or bucket to make more lye. You can keep adding water or ashes to produce a constant supply of the chemical.

Best Practice HRM in Taiwan Essay Example | Topics and Well Written Essays - 2500 words

Best Practice HRM in Taiwan - Essay Example The aim of the paper is to the transition of human resource management in Taiwan, and to propose recommendations for MNCs that are facing human resource management shift. The best practice model is usually applied to reward system management. Pfeffer develops and describes the impact and importance of HR policies for effective performance and motivation. Following Pfeffer (1998a), "labor markets are far from perfectly efficient, it is nonetheless the case that some relationship exists between what a firm pays and the quality of the workforce it attracts" (p. 80). The aim of this model is to attract and retain the best employees able to create competitive advantage and meet the needs of organization. Motivation factors are the core of this theory. "If the organization enjoys increased profitability and performance as a result of the efforts of its people, then considerations of equity virtually demand that the entire workforce, not just some senior managers share in the returns through higher pay' (Pfeffer 1998a, p. 220). The "best practice" approach helps to achieve effectiveness of performance and specific goals including maintenance of high standards in order to deliver customer satisfaction. Unique talents among employees, including superior performance, productivity, flexibility, innovation, and the ability to deliver high levels of personal customer service are ways in which people provide a critical ingredient in developing an organization's competitive position (Chandler and Mcevoy 2000). People also provide the key to managing the pivotal interdependencies across functional activities and the important external relationships. It can be argued that one of the clear benefits arising from competitive advantage based on the effective management of people is that such an advantage is hard to imitate. An organization's HR strategies, policies and practices are a unique blend of processes, procedures, personalities, styles, capabilities and organizational culture. "Pfeffer (1994) maintains certain employment practices, including internal career ladders, extensive training, worker discretion, extensive training, generally contribute to high levels of organizational performance" (Lawler et al 2003, p. 4). Discussion Section The transition of human resource management in Taiwan is based on the need to adapt the economy and HR practices to changing economic and political environments and create strong workforce. Multinational corporations are often regarded as a potential source of convergence in international HRM in that they are expected to use their international perspective to promote the diffusion of 'best practice' HR techniques. One of the most important consequences of 'best practice' in joint ventures has been the introduction of a more systematic management approach in that the systems were defined in writing, standardized and operated on a regular basis (Chandler and Mcevoy 2000). "Taiwan is particularly noted for its small and medium-sized firms, both in the high-technology sector and in more traditional industries. One advantage of being small is that such organizations can be highly flexible and thus much more responsive to rapidly shifting and unpredictable economic conditions" (Lawler et al 2000, p. 5). A majority of MNCs have placed a

Wading Through the Thicket, Stemming Abuses Essay

Wading Through the Thicket, Stemming Abuses - Essay Example In theory, a director, holding as he does a position of trust, is a fiduciary of the corporation . As such, in cases of conflict of his interest with those of the corporation, he cannot sacrifice the latter without incurring liability for his disloyal act. The fiduciary duty has many ramifications, and the possible conflict of interest situations are almost limitless, each possibility posing different problems. There will be cases where a breach of trust is clear, as where a director converts for his own use funds or property belonging to the corporation, or accepts material benefits for exercising his powers in favor of someone seeking to do business with the corporation.  In many other cases, however, the line of demarcation between the fiduciary relationship and a director’s personal right is not easy to define. The law has attempted at least to lay down general rules of conduct and although these serve as guidelines for directors to follow, the determination as to whethe r in a given case the duty of loyalty has been violated has ultimately to be decided by the court on the case’s own merits.   What is clear, however, is that shareholder conflicts are prevalent in virtually all jurisdictions and the law has to formulate appropriate channels of redress in order to resolve these conflicts. As Miller   said: There is no surfeit of examples to demonstrate how minority shareholders and their interests can be prejudiced by the director or those with controlling interests in the corporation.