Packaging Research For Marks & Spencer 

One strategy, too many variables

M&S is in a unique position in that it doesn’t have to do a lot in terms of competitive ranging because it does not have too many proprietary brands competing with its largely ‘own-branded’ products. The disadvantage of this is that M&S branded products with varying price points do not possess enough differentiation in terms of appearance and placement within stores. We were asked to propose an analysis of the current store format and a strategy document for how it could be improved to maximise sales and consumer engagement with product across the entire chill chain.

Looking at the four specific areas of segmentation, range, innovation and merchandising, we conducted extensive research into consumer opinion and behaviour, whilst also looking at store presentation and packaging. At the end of this research we did a presentation and produced a full written report with our findings, suggestions and strategy for improvement, summarised in an informative and easy-to-digest infographic poster.

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