We wanted to get a feel for M&S, its target market, sales and generally how its doing in the current economy. We came across a lot of figures, mention of company goals, achievements and future plans.
It was interesting to find that 93% of the UK population live within 30 minutes drives of a full line store. Meaning it has a potential huge target market for those who drive, but for students this may be an issue. Not many can afford to drive, but some can and do. This is possibly another area I could research.
M&S have a strong Eco Policy. As fore-mentioned within the brief, we had to consider the packaging in regard to whether its eco friendly, biodegradable etc. The below figures simples back this:
A new product idea.
This product and packaging is amazing. Its certainly something to consider, perhaps something we could do with a dessert product.
Below it mentions M&S creating a new consistent packaging architecture across clothing, home and food. They want it to create a more inspiring shopping environment. Continuity and consistency is something we need to consider, regarding the range of products we will have to package.
Below it mentions that M&S products are of quality, and their USP is primarily to do with product:
'Freshness, speciality and convenience' - This is definatly something we should try to communicate across with our approach to design.
The slogan 'Only at Your M&S' goes alongside M&S branding, I feel we should use this within the packaging design, to be sure to communicate the M&S ethos and tone.
Media
M&S have a multi-channel business, which is built up of many elements. The mobile web, in store, Mobile orders, online or by phone for delivery are just some of the ways its products are sold.
They have built a partnership with Amazon, which is huge considering how popular the website is.
Some of the plans M&S have
Ethical and eco friendly elements the brand has.
There was just a small section of information I found important in the below text.
It mentions that :
"consumers wanted treat themselves, especially on more important occasions like Valentines Day. Food was seen as an 'affordable treat', with more indulgent products such as desserts proving popular'.
This is exactly what we're aiming for, the idea that our picnic pack is an affordable treat, possibly more than that, and affordable everyday treat. The way we promote this and communicate it to consumers will be an important factor.
The above text mentions that M&S like to differentiate themselves from the supermarkets by constantly offering innovation through introducing numerous new and updated lines - Something we should certainly concentrate on doing with out picnic pack. Below are just a few of M&S current offers.
