PR Plan for M&S Clothing

IntroductionIn recent years, tag & Spencers enclothe sales micturate experienced a distributor point of decline and have been involved in a large add together of discounting which has a negative impact on the profit margins in spite of appearance the de single outment. The invention of this PR plan is to consider an appropriate trade and PR outline that would lead to the turnaround of this ailing department.Aims and ObjectivesThe primary aim of this PR and marketing order of business is essentially to reinvent the positioning of the M&S raiment division, so that it is not forced into having to discount and is therefore able to defy stronger profit margins. Historically, tag & Spencers has maintained a strong written report for providing whole tone basics, without necessarily being at the cutting edge of persist, with the origination of additional ranges, aiming to have the impact of turning this perception around. Yet, the increased wont of disposable fashion from th e likes of Primark has put increasing pressure on companies such(prenominal) as Marks & Spencer when it comes to retaining their market share (MacDonald, 2011).Despite this, the marketing campaign, leading(p) Ladies, has shown a slight turnaround of fortunes, indicating that a concerted effort within the PR and marketing area could indeed have a salient effect on this ailing area within M&S (Marks and Spencer, 2014).AudienceThe audience is emfly one of the hardest things to identify, in terms of this general PR plan, as Marks & Spencers clothing c all overs such a potentially wider audience. It is suggested in this case, however, that by accenting on ladies wear, the overall agenda for the clothing department can be considered and looked at in the large run (Hackley, 2009).The sign audience for this plan therefore is to focus on the fashion conscious, yet tight 20 40 year senior category. Attempting to compete with the prices of disposable fashion outlets is simply impract ical therefore, the focus necessarily to be on the high income a professional, fashionable women who in addition pauperization their clothes to be excellent quality and durability.MessageLinked to the elect audience is the subject that M&S clothing products are providing quality, long-lived essentials that offer a sophisticated and professional look, with a touch of fashion that is not a disposable, cheap fashion product.One of the get a line problems which have been identified within the M&S 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 necessarily to be redressed (Parrish, 2010). Maintaining a strong quality is historic. Yet, it is necessary for the fashionable broker of the product to be brought to the forefront of this message, and this exacts to be delivered clearly to the young, affluent audience. In order to achieve this M&S is going to focus on the younger audience by engaging with young workers and students. crack discounts and selecting the relevant media publications that aim at these people leave behind be a crucial part of delivering this message. Communication StrategiesBearing in mind the message and the target audience in question, the choice of communication strategy will be particularly important when it comes to successfully providing this shift in speech pattern and new marketing strategy. Given the chosen audience, the communication strategies also pick up to be aimed at a younger audience, using factors such as the internet and e-mail marketing, in order to portray a younger, much cutting-edge image. Establishing affiliations with third parties and appropriate magazines will also be important for encouraging potential consumers to view Marks & 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 a udience. Working with Universities and popular work areas in central towns will assist in this matter.Celebrity instant is also potentially going to assist in fracture the perceptions of Marks & Spencer away 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 replaced, over time, and this needs to be a relatively mid-term agenda for M&S. mental imagery and BudgetThe overall size of M&S and the ability to sequester on financial resources from other departments such as the food and theatre department provides evidence of real opportunities in regard to spending a large amount on this revised PR and marketing plan of attack that would be impossible for other organisations without the backing of these departments. In order to alone reinvent the perception around an organisation the size of M&S will require a consistent and large resource, over a relatively prolonge d period of time. In addition, however, it is proposed that a six-month time sentiment be looked at, with the majority of the focus being placed on work shift the emphasis and eventually reinventing the product range. It is therefore suggested that a team of four-spot 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 budget of ?260,000 will be provided on the basis of ?40,000 per month to cover the advertising in key locations and in order to ensure that the manpower is available in every store across the country. It is also recognised that having a strong notoriety endorsement may be very beneficial, the budget may need to be adjusted to reflect this.Evaluation MethodsBy looking at the current difficulties being faced by the M&S clothing range, it can be seen that it is largely attached to the perception of individuals and the demands of the potential target audienc e. With this in mind, evaluating the marketing and PR agenda will not unaccompanied involve looking at quantitative figures such as the qualify 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 under final payment an analysis of customer perceptions and joy of products. After the initial six-month period, it is anticipated that there will be shifting sales figures and therefore the evaluation 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 & Cullen, 2002).ReferencesHackley, C, (2009) Advertising and Promotion An incorporate Marketing Communications Approach, SAGE PublicationsHallbauer, S, (2008) retail Marketing and New Retail Idea Marks and Spencer, GRIN VerlagMacDonald, G, (2011) For M&Ss Bolland, succeeder is in the Detail, Retail Week, uncommitted at http//www.retail-week.com/city/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 & Cullen, P, (2002) Retailing Environment & Operations, Cengage LearningParrish, E. (2010) Retailers use of recess marketing in product development. Journal of Fashion Marketing and Management, Vol. 14, no. 4, pp. 546-561