Promotional tactics of H&M

  Interim Assignment Tips.

These are tips and
suggestions for you to include into your work. They are here to help and guide
you. There may be other things you could include and you may choose not to
include all of these points.

Submission
Deadline

This is the deadline for
submission on Turnitin. But we still need to see drafts in week 8, so that we
have enough time to focus on the final coursework in lectures.

Task one

You are working as a
marketing consultant and have been asked to undertake research into the
promotional tactics of a UK based fashion retailer or bank. This company is of
your choice.

Any other type of company will be scored at 0.

Information is required on
the practical promotional mix policies undertaken by the company. Your research
should form part of a portfolio and could take the form of videos, written
summary, website screenshots, use of social media, advertising billboards and
promotional campaigns.

(60
marks) 

N.B- It is
strongly advised that you prepare an additional 500 words background related to
your organisation’s marketing. This can be applied within the body of your
assessment, but does not constitute part of the 3,000-word count. 

You
need to conduct some research on your chosen fashion retailer or bank company.
What type of products/ services does it sell, how many and type of bricks and
mortar locations (if relevant), where are they based, prices, market, number of
employees, turnover, and sales?  Not a history-  No information more than a few years old. You
can use the same research in your final assessment

 Task
one assessment criteria:  

Knowledge of
relevant literature that would permit an understanding of affective marketing
solutions. This will take the form of strategies and tactical plans that are
supported by a sound information base. 

 The ability to use creative marketing skills
and knowledge in a practical and applied situation. The work should demonstrate
intellectual originality and imagination. 

Points to consider:

Task one:

The task requires
you to be creative and use your marketing knowledge and skills so that the
portfolio gives a broad picture of the promotional techniques used by your
organisation in a practical and tactical manner.

A range of
research needs to be undertaken. This
is a creative task so there are few set boundaries to what you should include
in your portfolio. However, note that the task is worth 60 marks and is
therefore equivalent to approximately 1,800 words.

An example of headings you could
use for Task One:

1. Introduction
   1. Background/ overview of Company X (maximum of 500 words)
2. Promotional
   Mix and Activity of Company X
   1. Advertising
      (where and how do they advertise? what are the messages/ target
      audience/positioning/ brand signals etc.)
   1. Public
      Relations (what are others saying about the company in the mainstream and
      industry press and third party media channels?)
   1. Sales
      Promotion (what sales promotion tactics is the company using i.e. discounts/
      loyalty schemes, flash sales, etc.)
   1. Personal
      Selling (How are staff members used to promote the company)
   1. Direct
      Marketing (sign up to their newsletters/ mailing lists- what promotions do they
      send you?)
   1. Internet
      Marketing (what is happening online through owned, paid and earned channels?)
   1. Sponsorship (is
      the company undertaking any CSR? / are they sponsoring community groups/
      events?)

*** Task one is a portfolio so lots of
well-presented/ referenced images to illustrate what you are writing, with
links to, and diagrams of, taught models and theory ***

There are a number of research techniques you could use.

Bricks
and Mortar location.  You must provide evidence of this.  Prepare a write up of the promotion mix
techniques your chosen company is doing within its physical spaces. Layout,
service, special offers, new launches, waiting times, enhancement of sales,
staff, atmosphere, music, physical evidence. You could support with photographs
etc. You should refer back to some theories from classes-

Does
the company follow Porter’s strategy of cost, differentiation, or a mix of
both?

What
CRM is being used? Who is the company’s STP efforts aimed at? Where does it
position itself in the market?   This list is not exhaustive.

Away from store. Prepare a write up of the promotion mix
techniques your chosen company is doing away from any of its physical locations.
Comment on advertising campaigns – TV, radio, billboard, etc. What is the
message, who are they targeting?  Support
with photos, screenshots of stills from videos etc.

Digital- Prepare a write up of the promotion mix techniques your
chosen company is doing digitally. Screenshots and analysis of the website. Is
it interesting, colourful, easy to navigate? Do they use social media
platforms? Are there any online reviews of the company, from customers?

Press/ industry analysts/ regulatory
bodies/ umbrella groups. Prepare
a write up on what outside agencies are saying about your company’s performance. 

These
are 4 ideas. You may have others. But if you were to write a few 100 hundred
words on each of the above 4 (emphasize the first one if there is a brick and
mortar model in place, and support with photos, screenshots, newspaper cuttings,
diagrams, some theory, it will cover the requirements.

You
should consider all elements of the promotional mix- advertising, sponsorship,
public relations, direct mail.

You
could try to highlight how the company applies the two theories that you do not use in task 2, in
your task 1 answer.

(maximum of 1800 words +10%= 1980 words)

Task two:

As part of the
promotional mix portfolio, you must support your practical work with a formal
report. This report should apply the theoretical aspects of the promotional mix
used in your chosen fashion retail or bank company and evaluate the
effectiveness of these tactics. 

 (40 marks) 

Task two assessment criteria:  

Knowledge and understanding of the theories
applied to past and current marketing management concepts. This knowledge needs
to be used to critically appraise the way in which marketing theory

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