Marks & Spencer's presentation focused on their retail marketing strategy. It discussed M&S's history starting in 1884, their mission to provide quality and value, and key aspects of their marketing strategy including their brand image, stores, promotions, and pricing. The presentation also analyzed M&S's strengths in their global brand and market value, and weaknesses like declining sales. It identified opportunities in international expansion and online growth, and threats from high competition.

1. PRESENTATION ON
THE RETAIL MARKETING STRATEGY
OF

2. PRESENTATION
CONTENT
The story of Marks & Spencer
Marks & spencer mission, vision &
values statement analysis
Key visual marketing factors of
marks & spencer
Key marketing strategies of marks
& spencer
SWOT analysis of the retail
marketing strategy of marks &
spencer
Remarks

3. THE STORY OF M&S
 The History of M&S:
 From a stall on Leeds market to Britain's biggest clothing
retailer
 The company was set in 1884 by Michael Marks , a Polish
refugee who first took the plunge into retail by opening a
market stall in Leeds with the slogan ‘don’t ask the price, it’s
a penny’.
 In 1894 Marks went into partnership withThomas Spencer, a
former cashier from Dewhirst, a wholesale company.

4.  Marks & Spencer Mission,Vision &Values
Statement Analysis
 M&S:
 • Mission -To make aspirational quality accessible to all
which actually demonstrates the following points,
a. Quality is paramount
b. Diversifying their brands and product range
c. Value for money
d. Creating a harmonious global community
 • Vision -To be the standard against which others are
measured which includes following important visions,
a. Maintain high standards
b. Beat the competition
c. Care for employees
d. Care for Customers
e. Sustainable Planet and Community
 • Values -Quality value, service, innovation and trust
includes,
a. Integrity
b. Innovation
c. Trust
d. Willingness to change

5. MY PRESENTATION ON M&S RETAIL
MARKETING STRATEGY IS DIVIDED IN
2 PARTS:
1. M&S RETAIL STRATEGYWHICHWILL FOCUS ONVISUAL
MARKETINGOFTHE BRAND
2. M&S MARKETING STRATGEYWHICH WILL FOCUS ONTHE
TRADITIONAL &VIRTUAL MARKETINGTECHNIQUESOFTHE
BRAND

6. • KEYVISUAL MARKETING FACTORS
OF MARKS & SPENCER

11. KEY MARKETING STRATEGIES OF
MARKS & SPENCER
Marketing Mix
Product
 The company’s strength throughout
the history has been the quality of
its goods, and despite all the
problems people still associate the
M&S brand with quality.
 As 87% of customers value the
quality of clothing as important

12. Place
• Marks & Spencer is aiming for a multi-channel
approach in its distribution strategy.
• Stores - Products are sold through 766 stores
across UK in diverse locations across high streets
and out of town retail parks.

13. Promotion
• Advertising and branding
• Public relations
• Direct and online marketing
• Sales promotion

14. Price
• Marks & Spencer follows competitive pricing
strategy in its marketing mix for its product
portfolio
• The company also follows a dynamic pricing
strategy as during seasonal time it offers
more discount on products to get more
customers and generally the old stock is put
for sale at a lesser price as compared to
newly arrived stock.

15. VIRTUAL MARKETING OF M&S
 Online Sales – M&S had a 16.6% increase in online
sales
 M&S is launching its most digital marketing campaign
to-date with the Must-Haves campaign designed to be
“inspirational” as it supports the retailer’s Clothing &
Home offer across online, mobile and in-store.
 The focus is on digital channels includingVideo on
demand (VOD), Google Advertising and Instagram
 Recent Data shows that Marks & Spencer is focusing on
SEO to drive its digital growth and online marketing
strategy across its UK clothing and home business

16. • SWOT ANALYSIS OF
RETAIL MARKETING
STRATGEY OF MARKS &
SPENCER

17. • STRENGTHS
GLOBAL BRAND
 According to an estimate, Marks and Spencer have more than 1463
location points in Asia, Europe, and the Middle East, and out of which
1035 stores are in the UK.
MARKETVALUE
 According to Forbes, the market capitalization of Marks and Spencer in
2020 was 2.3 billion dollars.
EXPERIENCE
 Marks and Spencer have been in the retail industry for a roundabout in
137 years.
DESIGNER’S PRODUCTS
 Marks and Spencer bring the product of famous designers like Indigo
Collection, Blue Harbour, Portfolio, Big &Tall, Per Una, Collezione,
Limited Collection, Autograph, and North Coast at its stores to attract
the attention of customers.

18. • WEEKNESS
DECLINING SALES
 According to a report by Wood 2019, the sale in some of the stores
of M&S was declining by the end of 2019. It was because of the poor
supply chain system and the non-availability of products.
INCREASING COST
 Marks and Spencer execute many of their operations manually. It
takes a lot of time and requires a great number of people to finish.
As a result, it increases the cost
PERCEPTION
 Many young people perceive Marks and Spencer as a retail brand for
elderly people. It’s because the company provides a limited clothes
range to the teenagers and young ones !

19. OPPORTUNITY
International expansion
 Marks and Spencer has already reached some of
the biggest countries in the world e.g. Russia,
India, & Indonesia. However, exploring expansion
opportunities in other big economies (e.g. Brazil &
Poland) is worth the effort.
Online opportunities
 Marks and Spencer’s online presence is good.
However, it is falling behind other big retailers in
the UK.There are some good online growth
opportunities which it should pursue.
Market Segmentation
 If we look at the policy of M & S, then it follows the
same principle of opening up mega stores
everywhere. If the company follows the customer
segmentation policy of offering the products
based on the needs of customers.

20. THREAT
High Competition
The retail market in the UK and across the
world is getting very competitive. Some of
the main competitors of Marks & Spencer
are Amazon,Tesco, John Lewis, ASDA,
Debenhams, Sainsbury, Sports Direct,
Morrison's, Gap, and Next.
Fines and other challenges
Marks and Spencer was fined millions of
pounds over several issues in the past.
Therefore, it needs to ensure that it is
abiding by rules and regulations
appropriately. Similarly, more lockdowns
and other disasters may also affect it

21. • REMARKS
 After analysing the marketing mix of marks and
spencer, it can be said that the company is seen as
a premium brand which targets high to medium
income earners. It uses different types of
promotional strategies to promote its products. It
also uses placement strategies according to
consumer feasibility.The pricing is done by keeping
in mind the purchasing capability of target
audience and brands reputation.