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

Running Head: 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