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Marks & Spencer differentiate themselves from their competitors through their brand name.

They have always been recognized and known for their affordable quality

Unfortunately, in recent years this positioning as a quality retailer has lost its influence and has resulted in a continuing decline in sales

Marks and Spencer's reputation and brand positioning must be reevaluated and restored if sales are to be salvaged

We feel in order for Marks and Spencer to win back market share and grow profits they must;

Reduce the amount of sub-brands in both Women's and Men's wear

Redefine and acknowledge their target audience

A loyalty scheme- would encourage customers and also allow M&S invaluable information on how and when their customers shop, what they buy, where they live and how they pay.

Go "back to basics" and recognize what made them successful prior to their drop in sales

Market Share

Main Competitors

Marks and Spencer have seen a steady decline in market share and profitability

Kid's

Women's

Uncertainty in Positioning

Men's

2 Factors;

1) Inconsistent advertising

2) Multiple indistinguishable sub-brands

To summarize....

Marks and Spencer

Marks and Spencer's positioning is unclear to the consumer

Was once a representation of affordable quality

Marks and Spencer have become "everything to everybody"

The uncertainty in positioning is in direct correlation with a loss of market share and decline in sales

"Analysts are forecasting a profit before tax and one off items of between £615m and £630m- that would be 6pc less than what M&S made in 2012/2013- and for the first time, below Next's annual profit" (The Telegraph, 2014)

Our Recommendations

Advertising

  • Founded in 1884 by Michael Marks and Thomas Spencer

  • Today operates 766 UK and 418 international stores

  • Employs over 82,000 people

  • UK turnover is split between Food (54%) and General Merchandise (46%)

Christmas 2012

Marks and Spencer Verses John Lewis

Mission, Vision, Values

Mission; "To make aspirational quality accessible to all"

Vision; "To be the standard against which all others are measured"

Values; "Quality, Value, service, innovation and trust"

(Marks and Spencer 2014)

Survey Results

In your opinion, what does Marks and Spencer fashion brand represent?

Marks and Spencer Corporate Governance

In your opinion, who in Women's fashion do Marks & Spencer cater for?

When was the last time you purchased a fashion garment from Marks & Spencer?

In your opinion, who in Men's fashion do Marks & Spencer cater for?

Can you name any of the Women's in house brands?

Whats the problem?

SWOT ANALYSIS

WHO is the M&S Customer?

Average customer is 49 years old

Heavy investment in online

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