Integrated Marketing Communications: A Case Study of Morrisons

Unit- 23 Integrated Marketing Communications

Table of contents
Introduction..........................................................................................................................................1
TASK 1.................................................................................................................................................2
P1 Different types of marketing communication and how they serve communication
objectives in an organisation.........................................................................................................2
TASK 2.................................................................................................................................................4
P2 Design communication objectives for a given organisational situation...............................4
P3 Provide justifications for the selection and integration of communications channels
chosen organisation........................................................................................................................5
TASK 3.................................................................................................................................................8
P4 Create a marketing communications plan that effectively meets communication
objectives for a given organisational situation.............................................................................8
TASK 4...............................................................................................................................................11
P5 Critically evaluate a marketing communications plan in relation to the communication
strategy, channel choice, creative content..................................................................................11
Conclusion..........................................................................................................................................13
References..........................................................................................................................................14

Introduction
Marketing communication is the basic principle and critical part of the organisation efforts. It also
describes the messages and media so as to have the communication with the market and customers.
In the current study, the report will take the case study of Morrisons. Morrisons is the supermarket
retail chain in UK and includes large number of employees and customer base, therefore the role of
communication marketing is important. It will explain the types of marketing communication and
its role in serve communication objectives. The report will design the communication objectives in
the most efficient manner and gives the integration and selection of communication channels
chosen. At the end, it will also give the communication marketing plan to meet the business
objectives along with evaluating a marketing communications plan in relation to the communication
strategy, channel choice, creative content.
1

TASK 1
P1 Different types of marketing communication and how they serve communication objectives
in an organisation
Marketing communication plays an important role in the organisation so as to aware, influence and
inform to the consumers related to the products or services or any change in current product or to
share the information or features related to the services or the products. In this context, integrated
marketing communication can be reviewed in order to capture the target customers usefully. It is the
target customer that impacts the income gain of the Morrisons. There are different types or tools of
marketing communication such as advertisement, direct marketing, personal selling, sales
promotions, internet marketing and public relation (Camilleri, 2018). For critically evaluating and
meeting the communication objectives, it is necessary for the Morrisons to understand the product
advantage to the end customers and till which extent it meets the market requirements.
Therefore in the era of globalisation, it is essential to use the type of marketing to meet the
communication objectives that is to generate the financial return and developing long term brand
recognition and value.
Advertisement: It is the most common communication form that supports marketing to motivate
and influence the customers. Moreover, advertisement are generally paid and are shown through
traditional media that also includes mass media like newspaper, radio advertisement, outdoor
advertising or new media that includes websites or blogs.
With advertisement, Morrisons market share and sales will be increased along with it gives
information to the end customer about the services and the products. Organisation can also receive
feedback from the customers related to their goods (Batra and Keller, 2016). But critically
advertisement is quite an expensive medium with incurring more efforts and time.
Direct marketing: It is direct communication channel between the organisation and buyer with
removing every type of intermediaries. Direct marketing forms are face to face marketing, tele
marketing, direct mail and mobile marketing. For instance: In Morrisons direct mail advertisement
supports in tracking that allows the organisation to easily calculate return on investment. But
critically direct marketing can impact the Morrisons brand or value as it is the cheapest medium and
focus on limited customers.
2