Task:
Acting as consultant, prepare a presentation for Mike Barry, Marks & Spencer's Director of Plan A, setting out a marketing communications plan that supports the company's sustainability programme and its ‘Plan A' initiative, with an emphasis on the use of digital media.
Your response should include, but not be limited to, issues such as:
- In terms of Marks & Spencer's sustainability programme: How can the market be best segmented? Who are the target markets that Marks & Spencer should be focusing on? How is Marks & Spencer positioned against its competitors? What is the value proposition that needs to be communicated?
- Consider the role of digital media as a communication tool to support this sustainability programme; how would this fit into the overall integrated marketing communications (IMC) strategy for the company.
- How can Marks & Spencer maintain the momentum of the ‘Plan A' initiative to continue to build brand preference and to retain existing brand loyalty?
(1) You are to use a maximum of 12 Powerpoint slides for your presentation response. In addition, you should also include an initial slide, containing your name, student number, assignment reference (i.e. MAR/StudentNumber/Jan15/2) and presentation title on it.
(2) Prepare a ONE A4 page Executive Summary, detailing the main points of your response to this task and attach a complete Reference List (see the front page of the assignment brief for formatting requirements; to best utilise the space on the page, you can use single line spacing).