Marks and Spencer 2009 Annual Report Download - page 24

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20 Marks and Spencer Group plc Annual report and financial statements 2009 Directors’ report
Our brand
by Steven Sharp, Executive
Director of Marketing
This has been another year about listening and responding to
our customers. Nowhere is this more visible than in our marketing
campaigns. These have focused on reassuring our customers
they are getting M&S ‘Quality Worth Every Penny’, as well as
reaffirming that M&S is a brand our customers can trust to do the
right thing. Although we reduced our marketing spend in 2008/09,
we delivered campaigns that our customers could relate to in a
downturn, while reaffirming our quality credentials.
Your M&S
In 2004 we introduced Your M&S to reflect the unique position M&S holds
in British hearts and minds. Our customers are passionate about M&S and
almost everyone has an opinion about us.
When times are tough, showing our customers that we continue to put the
‘Your’ in Your M&S is crucial to retaining their loyalty and affection. They want
to see that we are keeping faith with them by developing exciting and iconic
products; ensuring our stores are easy to shop in and offer an enjoyable
experience; and perhaps most importantly, by demonstrating that we listen
to their feedback in the actions we take.
Listening and responding
The one clear message from our customers during the year is that they were
feeling the pinch and wanted us to give them a helping hand. Firstly, we saw
an opportunity to draw on our value credentials and give them restaurant
quality food at a really affordable price, and in the comfort of their homes.
The result was our ‘Dine in for Two for £10’ campaign introduced last
autumn.
Also in Food, our ‘Wise Buys’ campaign, discussed in further detail by
John Dixon on page 33, gives customers value without compromising on
the quality or the sourcing of our products.
Other key promotions included ‘Dress for Less’ and our surprise ‘One Day
Christmas Spectaculars’. Our Spectacular events proved useful in kicking off
the festive shopping season at a particulary difficult time.
These campaigns resonated with our loyal customers while encouraging
new shoppers into our stores.
Business with heart
In our 125th year, we have the good fortune of being an incredible brand, with
a rich history. We will continue to talk to our customers and stay true to our
founding principles of Quality, Value, Service, Innovation and Trust.
As we move into 2009/10, we speak plainly to our customers through
our advertising emphasising ‘Quality Worth Every Penny’.
125 YEARS OF VALUE
Below: Dress for Less customers could mix and
match five investment pieces to create five different
outfits without breaking the bank.
Steven Sharp Executive Director of Marketing
Steven Sharp Executive Director of Marketing