Integrated Marketing Communication (IMC) Campaign for Morrisons Supermarket, Northway

This report discusses the Integrated Marketing Communication (IMC) campaign for Morrisons Supermarket, Northway. It covers the background of the retail industry, market share and growth, segmentation, objectives of the campaign, strategy of social media campaign, targeting strategy, message strategy, and platforms, sales promotion, social media, social tactics used for online video led campaign, importance of social media for the campaign, matrix and performance indicators.

Running Head: IMC
IMC

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Table of Contents
Introduction of Morrisons Supermarket, Northway...................................................................2
Background of retail industry.....................................................................................................2
Market share and growth, segmentation....................................................................................2
Objectives of campaign..............................................................................................................3
Strategy of social media campaign............................................................................................4
Owned Media Design & Placement.......................................................................................4
Paid Media Design & Placement............................................................................................4
Earned Media & Social Listening Plan..................................................................................5
Techniques of customer engagement.........................................................................................5
Communication......................................................................................................................5
Targeting strategy, message strategy, and platforms.................................................................6
Targeting strategy...................................................................................................................6
Message strategy....................................................................................................................6
Platforms.................................................................................................................................7
Sales Promotion......................................................................................................................7
Social media........................................................................................................................7
Social tactics used for online video led campaign.....................................................................7
Importance of social media for campaign ("Makes it" campaign).............................................8
Matrix and performance indicators............................................................................................8
Conclusion................................................................................................................................13
References................................................................................................................................15

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Introduction of Morrisons Supermarket, Northway
Morrison supermarket is the fourth largest chain of supermarket in the Northway. It was
developed in the year of 1899. It deals in different products such as food and drink, clothing,
books, magazines, CDs and DVDs. The corporation is listed on London stock exchange and
is part of the FTSE 100 index of corporations. It has about 498 stores in different areas of
Northway. In Morrison, there are about 132,000 employees are employed in the year of 2017.
Background of the retail industry
There are different types of retailers in the retail industry. Customers can afford to be
demanding regarding where they shop and retailers often differentiate their offering via
promotional practices. The retailers can be differentiated from each other in terms of quality,
price, and choice of available product. The full-line departmental store provides moderately
priced products across different merchandise categories such as electronics, linens, apparel,
and cookware. Moreover, specialty department store relies on accessories, apparel, and
cosmetics (Deshpande, 2015).
Market share and growth, segmentation
Market share of Morrison was was 10.14% in August 2017. Furthermore, annual growth of
the retail industry is 0.1% in Northway.
Geographic

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(Sources: Belch, et al., 2014).
Morrison’s supermarket operates in different stores of Northway retail industry. The
supermarket has a large number of demand in the suburban and urban areas of Northway
hence it would be selected by the corporation for this marketing campaign (Belch, et al.,
2014).
Demographics: Age
(Sources: Blakeman, 2018).
For “Makes it” campaign, Morrison’s supermarket will target different age-group like 11-18,
19-26, and above 31 years of customers. However, it mainly targeted the 19-26 and 27-31
years of age-group of customers for purchasing intention.
Objectives of campaign
 To focus on those consumers who give preferences for taking value-added services
such as the application of Morrison’s products and services
 To target the consumers according to the identification of market
 To emphasize the sub-urban and urban consumers for this campaign
 To get a positive impact on Northway supermarket by offering low rate with superior
products and services
The strategy of a social media campaign
There are certain kinds of marketing strategy that are used by the researcher to accomplish
their goal in an appropriate manner (Luxton, Reid, and Mavondo, 2015). These are named

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Owned Media Design & Placement, Paid Media Design & Placement, and Earned Media &
Social Listening Plan. These methods are discussed as below:
Owned Media Design & Placement
Morrisons Supermarket, Northway could imply the owned media design technique for
promoting their Makes it" campaign. Moreover, it is also examined that there are many
benefits that could be practiced by the organization named Mobile site, blog, company
website, and promotional items. It could be imperative for making a reliable relationship with
the specified consumer for long-term (Kitchen and Burgmann, 2015).
(Sources: Kitchen and Burgmann, 2015).
Paid Media Design & Placement
Paid media design and placement could be effective for increasing awareness of the
campaign. Morrisons Supermarket, Northway could use Paid media design and placement
named Pay per click, Paid Social, and Display. Moreover, the campaign could increase
awareness of consumers towards the campaign and increase the sale of organization (Lusch
and Vargo, 2014). In addition, it is examined that Paid media could entail many sources to
promote their campaign and make a reliable conclusion named Twitter, LinkedIn, and
YouTube. It will be effective for promoting the campaign of organization (Munoz-Leiva,
Porcu, and Barrio-García, 2015).

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(Sources: Fill and Turnbull, 2016).
Earned Media & Social Listening Plan
Morrisons Supermarket, Northway could use this strategy permits company to directly
converse with specified consumers and make a reliable relationship with others. The main
purpose of using this method is that as it assists for building two communication between
organization and consumers. Moreover, it will also aid to make a reliable decision in the
context of the current matter (Fill and Turnbull, 2016).
Techniques of customer engagement
Morrisons Supermarket, Northway can imply two kinds of methods that could be imperative
for engaging consumers. These methods are communication and social media. These are
discussed below:
Communication
Morrisons Supermarket, Northway could directly converse with their potential consumers
and increase the understanding of the campaign in the least time. The organization could also
use different methods like email method, face to face method to engage a huge number of
consumers. Communication is a tool that is practiced for evaluating the responses of
consumers towards products and services of consumers (Raju and SmartBridge 2014).
Social media
Social media is a tool that is practiced for an increasing number of consumers. Morrisons
Supermarket, Northway imply social media and directly collecting views and opinion of

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consumer towards the campaign. It could be effective for accomplishing the aim and
objectives of the research matter.
Targeting strategy, message strategy, and platforms
Targeting strategy
(Sources: Carroll, 2015).
Morrisons Supermarket, Northway could use undifferentiated targeting marketing approach
to target consumers. Through this, the organization will imply mass marketing wherein a
single marketing mix will be practiced for the entire marketplace. Furthermore, the
organization campaign will be practiced for increasing a huge number of consumers in
limited time and cost. It could also be imperative for accomplishing aim and objectives of the
firm in the limited time frame. For this campaign, Morrisons Supermarket, Northway could
target young consumers for delivering their goods and services. Consisquenelty, it could
increase possibilities for getting higher success in the favor of company (Carroll, 2015).
Message strategy
Morrisons Supermarket, Northway could imply social media techniques to a huge number of
consumers in the least time and cost. In addition, it is also examined that attractive message
could lead the firm to make a favorable decision. This organization has used "What we make,
makes us who we are" for attracting a huge number of consumers.

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Platforms
Sales Promotion
Sales promotion is a tool practiced by the corporation for improving the demand for their
products and services. For this, Morrison can assess the strategy of competitors and on that
basis; new products are intended to increase the market share that directly helps in boosting
the revenues of the company. Morrison can launch different offers by providing the sales
discount and by introducing certain coupons and plans in order to target the lower and
middle-class segment of people (Parente, and Strausbaugh-Hutchinson, 2014). This can aid to
improve the revenue, profitability, and sales of the company. It would also support the
company to enhance the demand for their new product and targeting the new customer
segments.
Social media
Social media platform is a key channel to endorse the products and services of Morrison
supermarket. There are different social media platforms such as Twitter, Facebook, and
Snapchat. Facebook was launched in the year of 2004 and since then, there are about 2.6
billion people who actively practice Facebook that is one-fourth of the total population of the
world. Hence, Morrison will use this platform due to cheaper way. It would be beneficial for
enhancing the customer base and it would ultimately result in sustainable growth and
development (Tomše and Snoj, 2014).
Social tactics used for online video led the campaign
Facebook
Facebook is a key digital channel for Morrison. It is practiced to share the experience of
potential consumers about the product of the company.
Twitter

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Morrison contacts with the customers via their own account and collects the feedback of
customers about the organizational facilities.
Youtube
Morrison has practiced the YouTube to influence the consumers in few times through short
featured videos of the event that would be more entertaining and beneficial for improving the
customer’s attention with regards to the organization (Mariotti and Glackin, 2015).
Internet
The Internet is a beneficial digital technique for influencing more consumers with regards to
the company. Morrison can practice the internet via email marketing to acquire the feedback
of its products through the consumers.
Importance of social media for the campaign ("Makes it" campaign)
Social media could be imperative for getting higher success by increasing the number of
consumers in the favor organization. In addition, it is examined that social media facilitate
Morrisons Supermarket, Northway for increasing the reachability that could facilitate the firm
to get higher competitive benefits. Moreover, It can be illustrated that the organization could
use social media to regularly engage consumers on websites for getting higher success
(Lovelock, and Patterson, 2015).
Regular engagement could be imperative for making a long-term relationship with others.
Moreover, it is also examined that the organization could use social media sources like
YouTube, Google, Messenger, Facebook, and Twitter to directly converse with consumers.
Matrix and performance indicators
Action/
Tool
Objective Target Timing Respons
ibility
Detail /
Integration
Progress

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Twitter To gain the
count of
followers
To follow users
back on Twitter
2-3 posts
at each
day
1 week Marketi
ng
manager
It ensures the
reliability in
content across
all the
practices
40% of
page
completion
Facebo
ok &
Instagr
am
To gain “like”
content,
To audit the
existing page and
to like the fan
page
Facebook
news feed,
Wordpress
blog,
Facebook
platform
2
weeks
Marketi
ng
manager
Provides the
company’s
description,
and makes
sure the
stability
across
platforms
Like and
comment on
the
appropriate
posts
(Mariotti and
Glackin,
2015).
40%
favorable
reviews

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YouTu
be
To practice the
customer
testimonials
To offer
supportive
instruction about
the products and
services
To create
blogger/funny
and holiday
videos about the
products and
services.
To raise
the
awareness
between
more
consumers
To gain
the likes
and
comments
on videos
15 days Marketi
ng
manager
Testimonial
regarding how
much they
love to their
products and
services.
Moreover,
holiday
greetings
message from
the business
that a
company
sends out
through email
(Lovelock,
and Patterson,
2015).
25% of
favorable
reviews
through
videos and
20,000
comments
SEM To gain
strengthened
brand or website
To gain
understanding
among
To gain
the
number of
sales for
particular
products
and
15 days Marketi
ng
manager
Practicing
existing
resources for
developing
engaging
content with
Sprout
social

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customers about
the specific
products and
services of
Morrisons
To gain visiting
for obtaining the
favorable results.
services blogs
SEO To marketing of
campaign
through the
company page
To higher
ranking
transparency in
search engines
To gain
the
demand of
consumers
with
regards to
the
products
and
services of
the
company
1 week Marketi
ng
manager
It is practiced
for developing
the content
that requires
no financial
transactions
and actions
Ongoing

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Google
Adwor
ds
To gain the
frequency with
which consumer
demonstrates the
ads of product
To
endorse its
Products
and
services
among
potential
purchasers
.
1 week Marketi
ng
manager
Google
Adwords is
practiced for
improving the
competencies
of the
purchaser to
organize their
advertising
approach.
ongoing
Key measurement tool
Tool Objectives Key Performance
Indicators
Commercial Advertisement Awareness  To reach at the higher
quantity of customers
through each channel
 Increasing awareness of
advertising and recalls
 The positive impact of
customers (Šeric, Gil-
Saura, and Ozretić-Došen,
2015).
Out of Home Awareness  Gaining a number of
consumers by practicing

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the out of technology
process
Direct and Digital
Marketing
Awareness and Action  Number of views and
feedbacks
 Percentage of click via
speed
 Unit of revenue created
through each media
 Amount of favorable
feedback on social media
Public Relation Awareness  Percentage of positive
comment on social and
digital media for Morrison
supermarket
 It depicts the changes in the
attitude of customers
towards Morrison
supermarket and its team
members (Šeric, Gil-Saura,
and Ozretić-Došen, 2015).

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Conclusion
From the above analysis, it can be summarized that Morrisons Supermarket, Northway could
use an integrated marketing campaign to support their campaign. Furthermore, it can also be
concluded that there are certain methods that could be used by the organization to support
their campaign named segmentation, targeting, and social media marketing. It could also be
effective for the accomplishment of the desired goal in the least time. The organization could
imply paid media, earned and owned marketing to increase the awareness of the specified
campaign and obtain higher benefits.

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References
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated
marketing communication perspective. McGraw-Hill Education.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. USA: Rowman & Littlefield.
Carroll, C.E. ed., 2015. The handbook of communication and corporate reputation (Vol. 49).
John Wiley & Sons.
Deshpande, S., 2015. Integrated Marketing Communications. Wiley Encyclopedia of
Management, pp.1-2.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences, and
participation. Pearson.
Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: making it work
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Lovelock, C. and Patterson, P., 2015. Services marketing. USA: Pearson Australia.
Lusch, R.F., and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
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Mariotti, S. and Glackin, C., 2015. Entrepreneurship & small business management. USA:
Pearson.
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integrated marketing communication research from 1991 to 2012: a co-word analytic
approach. International Journal of Advertising, 34(4), pp.678-701.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide
to marketing communication plans. Cengage Learning.

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Raju, D., SmartBridge LLC, 2014. Methods, Systems, and Apparatuses for Analyzing and
Comparing Return on Investment Performance of Marketing Channels in Integrated
Marketing Campaigns. U.S. Patent Application 13/597,240.
Šeric, M., Gil-Saura, I. and Ozretić-Došen, Đ., 2015. Insights on integrated marketing
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times of crisis. Marketing, 45(2), pp.131-138.