Online advertisements

name has been used for online advertisements and in store merchandising and the coloring and fonts used in the brand name are more appealing (Sean 2002). The success of the new brand name has been seen in the prosperity of the new clothing model twiggy, that was launched and the other sub-models such as bohemian styles of the 2005 and 2006. M&S launched a TV advertisement for a wide range of food for Dervla Kirwan where they successfully used the brand name to emphasize it is M&S food and not just a food.


Offered online services using the GlobalNetXchange (GNX), which is a web, based system where the customers can view their full range of products and services (Francisco 2005). The similarities in the M&S marketing crisis in London and Istanbul are internationalization to diversify and to attain flagships in the major cities worldwide through enhanced relationship with the partners (OT Roger Hextall of NMC 2004). In addition, both Istanbul and London markets were set to deal in a wide variety of products other than those that were initially provided by the M&S as new product offers including cafes in the stores (PR Newswire 2009).

Both London and Istanbul practiced electronic trading through the internet to enhance market reachability and reliability. This has implications the M&S sought to attain economies of scale. In product similarities in UK and Turkey, M&S had three main categories of products in its business line including foodstuff, financial services and general merchandise such as undergarments, handbags, clothing, footwear, cosmetic, books, toys and upholstery.

A wide range of foodstuff was offered including perishable, cultural, meat, both soft and alcoholic beverages. There were special products sold such as chicken tikka sandwiches, mushroom risotto, salmon en croute and chocolate-covered ginger biscuits (Alon 2000). M&S is currently transforming its meals styles by introducing juice and coffee inn in certain stores and the financial services included personal loans and equity plans, life insurance and unit trusts.

This has implications that M&S has is attracted to the new products development for wider customer satisfaction. The founder of M&S Michael Marks started with a product price of a penny that was written on the products to inform all intended buyers and the company targeted middle class customers. M&S formed a strong business relationship with the local suppliers to help regulate their prices that are highly affected by the prices of raw materials (Farndon 2008).

In price similarities at UK and Turkey, M&S has developed larger economies of scale and this is a convincing power to the suppliers to reduce their prices and improve quality of their productions leading to lower prices and quality goods offered to the customers. Even though there has been a substantial decline profit margin in the markets, M&S has relatively moderated their prices with a casual pant going at about $50 and it has operated with both local currencies and Euros in its stores (Alon 2000). This has implications that M&S is pursuing cost leadership in its marketing strategies.

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