Secondary data exercise Case Study Example | Topics and Well Written Essays - 1750 words

unessential data exercise - Case Study ExampleIn recent corporal history, if there is unrivaled company which had demonstrated exemplary leadership and admirable resilience, to pull patronage itself from an imminent collapse, it could be no(prenominal) other than Marks & Spencer, the Retail Stores legend of the UK. The main plank on which it staked its entire hope was its get and convincing advertising strategy. When the decline was confirmed and could not be ignored any more, the company under(a) the guidance of Sir Stuart Rose as its new chairman decided to take the bull by the horn. How it girdled up its loin and strained every nerve to successfully tide over crisis after crisis, is an interesting corporate story.2. Analysis for the causes, and drafting the remedial measures An objective analysis brought out the following serious anomalies staring at the face of M&S, (the later inadequateer logo version of Marks &Spencer) sales were steadily dwindling (the beat out was d uring 2004-2006), customers were slowly moving away since their preferences and what M&S offered didnt match very often, customer service offered by M&S was below par and competitor pressure was mounting. Now the company had very curt option. They had to undertake damage-control measures quickly to restore the sagging confidence of even their most loyal customers. Strategic cookery and supportive ad campaign came to their rescue, and once they stabilised their standing, then there was no looking back at all. They concentrated more on Communication Strategy to woo the customers back to their showrooms. The advertisement campaigns engaged the prime spot in the marketing communication activities.3. What is advertising and its signifi basece What it can do and what it cannot do Advertising is the core element of any marketing communication which aims to connect the business with its customers. Advertising can be defined as any paid form of non-personal presentation and communication through sess media. The main aim of advertising is to sell to a wide mix of consumers and also to induce accept purchases. Again the main objectives of advertising are creating awareness about a product or store, have a desire to want a product, to communicate the stores policy on various issues, to help in shift of the store in the mind of the consumer and to increase the sales of specific categories or to generate short term cash flow by way of a sale, bargain offers or clearance sales. advertising can also help in reinforcing the retailers corporate identity.1 (Swapna Pradhan, 2007) This aspect of recreating the retailers corporate identity and repositioning the store in the minds of the consumers weighed heavily with M&S management who decided to launch a alive(p) drive into the consumers private preferences in an effective manner. But they were also aware of the limitations of a mere advertisement campaign alone . Primarily communication is used to inform the customers a bout the retailer, the merchandise and the services. Beyond that it could get pretty little of any worth. It is believed that every brand contact delivers an impression that can strengthen or weaken the consumers view of the company.2 ( Philip Kotler). So they decided to adequately back it up with a exercise set of image booster as well as