Integrated Marketing Communications: A Case Study of Morrisons

This report examines the role of integrated marketing communications (IMC) in the success of Morrisons, a leading supermarket chain in the UK. It explores different types of marketing communication tools, their effectiveness in achieving communication objectives, and the design of a comprehensive IMC plan for Morrisons. The report also critically evaluates the chosen communication strategy, channel selection, and creative content, highlighting key considerations for successful IMC implementation.

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

Public relations: It also important element of integrated marketing communication. The objective
of public relation is to influence the investors, employees, partners or other stakeholders to manage
the particular view point (Kotler, 2015). It encourages the Morrisons image of the organisation in
the worldwide business environment. It also provides consumer a justification to purchase the
product. With the support of public relations, businesses develop good relation with the consumers
to enhance profits and market share of the organisation usefully. On the other side, it is also
expensive element is comparison with the other types as it also needs more time.
Personal selling: It is also the activity of marketing where salesperson will sell the product or
services to the customer personally. Salesperson tries to match the advantages of their products with
the needs of the customers. With the personal selling, the organisation receives quick feedbacks
from the consumers that supports in product improvement (Keller, 2016). In addition, it is the good
practical promotional option for capturing the customers who are not captured with other methods.
It also offers opportunity to frame stronger relationship with consumers as personal selling will
motivate loyalty.
In other side, personal selling is costly promotional tool than other promotional tools. The costs are
generally greater than time incurred, labour oriented, rewards offered, training costs and travel costs
and lead generation. Furthermore, from the personal selling the Morrissons can only capture the
limited audience.
Internet marketing: Sharing the information to the people for the product or modification will
support the medium internet is known as internet marketing. It is the tool of digital marketing and
used in respect of formulating the interest among the individual over internet (Camilleri, 2018). It
will support the Morrisons to target the respective audience related to the product. For instance: in
case of Morrisons, it is seen that with the support of digital media, the product of Morrison is
encouraged to the targeted people. The internet use is quite high around the UK that collaborates
90% and hence it aware the individuals for concerning the decision of purchase.
Thus, every communication tool has been critically evaluated in case study of Morrisons. Moreover,
it supports the business to meet the communication objectives of raising the revenue, brand value
with meeting ethical issues as well.
3

TASK 2
P2 Design communication objectives for a given organisational situation
Every organisation should set the communication objectives which are based on marketing and
business objectives. Thus the Morrisons objective is to make sure that purpose with which the plan
must be formulated is met as well. Communication objectives is also related to the objective of
business and marketing that includes sales, education, retention, brand awareness and referral
(Luxton et.al. 2015).
Sales objective: Communicating with the consumer keep them informed about the new happenings
in the business and satisfying the objectives of encouraging the services or products. The objective
of sales is to motivate the customers to response and participate in the business functions. For
instance: Morrisons uses the email blast to inform the customers related to the new happenings
where benefits of saving opportunity can be taken.
Referral: Introducing the new business by way of current customers is the objective of marketing
communication. Social media email and websites and motivation help to create the communication
with current customers and also formulate independent sales that work on customer behalf. The
organisation should also reward consumer for their referrals furthermore solidifies the connection
with the customers at the similar time (Blakeman, 2018).
Brand awareness objectives: Each communication text share should reinforce the brand image in
the consumer’s minds. It can be achieved through constant messages and commonly applied colour
scheme, graphic designing and logo on entire marketing materials of Morrisons. Consumers will
link with the text and image with the products and thus developing the strong brand character.
Retention objective: Objective of useful marketing communication is to retain the current
customers and to enhance their investment in the business. Bringing customer reward programs
which are presented through mediums of marketing such as direct mail support in meeting retention
(Karjaluoto et.al. 2015). The next effort is for the customers to let them know their business and
give them opportunity or offer to save the money while on the other side influence them for more
new products that results into raising the revenue for the business.
Education objective: Various useful marketing communication forms offer consumers or capable
consumer with information about the product, business, industry or service. This communication
marketing objective is to introduce the knowledge of the business and its expertise while motivating
the individual to use more in-depth services.
4

Additional communication objectives are as follows:-
 Enhancing the goods and services awareness and meet at least 25% increment in members
number by the end of the execution in the foremost year.
 Focus more on digital marketing i.e. internet by optimising the clicks on the website.
 Concentrate more on visit of the decided area based manager so as to share the details with
the person in service.
 Increase the brand value and return on profits by investing heavy funds on advertisement
and promotions of products (Kotler, 2015).
 Increase the quality of Morrison products or services so that more customers are targeted
In short, the most common objectives of communication is creating awareness, showing an image,
shaping attitudes, imparting knowledge, stimulating desire or wants and effecting sale. Marketing
communication vehicles also involve newsletter, websites, written materials and email letters. Thus
the design and content of the communication piece must achieve the objectives of education, sales,
and building brand awareness. The communication objectives will also support in raising the
financial return for the Morrisons.
Thus communication objectives must be linked with the business and marketing objectives so that
overall objective can be met. It also needs to focus on attitudes, behaviour and knowledge.
Communication channel must also be followed to meet the objectives of Morrisons. The most
important in this context is internet marketing to capture the global audiences and also aware them
about the product (Blakeman, 2018). In this perspective, the objective of Morrisons is very
significant that youth market has the main probable to enhance the business turnover. As business
turnover is the main objective of communication and business the business will rise to the new level
and market share will also be enhanced.
P3 Provide justifications for the selection and integration of communications channels chosen
organisation
In the current scenario of case study of Morrisons the most suitable communication channel is
internet marketing or social media marketing along with direct selling type of communication
channel. The reason for selection of this category is that it aligns the manner in which purchasing
decisions are made. Internet marketing in Morrisons helps us to develop the relations with
consumers and prospects from low cost communication and showing the far away reflection from
mass marketing (Cornelissen and Cornelissen, 2017). The justification for choosing the online
internet marketing for Morrisons products are as follows:-
5

Convenience: Internet marketing is the most convenient manner to raise the business profits and
capture large customers. It is the useful communication mode as most of the audience uses internet
frequently now days. Convenience to the customer will raise the brand value of the business along
the profits of the organisations.
Cost: Through internet marketing generally the business reduces the cost of their products as
comparison to the retail outlet. The cost reduction reason is that the organisation did not have to
spend the money on the recurring cost of property maintenance and rentals etc. The stock of the cost
is also reduced as the Morrisons did not have to spend on purchasing the inventory to display on the
store. The organisation can order the inventory instantly in line with the demand which keeps the
stock cost very low (Chaffey and Ellis-Chadwick, 2016).
Relationships: Internet marketing offers a crucial stage for maintaining the relationship with the
consumers and enhancing the customer retention levels. When the consumer had buy the product
from online outlet, the relationship is begin by forwarding the follow up email to have confirmation
about the transaction and obliged the customer. Further, email the customer consistently with new
and special offers to support and manage the relationship. Customers are also invited to give their
review on the website by visiting once to develop the community sense.
Personalization: Internet marketing allows personalising the offers to consumers by developing the
history of their profile. By recording the web pages and information about the products information
that surely influence the visit of the targeted audience. The data given from the website also offer
the organisation for deciding the cross selling campaigns so that value of the sales can be raised.
Social: internet marketing allows taking the benefits of the rising significance of the social media.
According to one of the article there is the direct link between the social media and online revenue
growth. Thus getting social through the use of social media is the best way to raise the business
revenue and growth of the market share of Morrisons. Internet marketing campaigns is also the part
of social media part to capture the large customer base.
Reach: By internet marketing the distance barrier is very useful. Organisation can sell any type of
product in any part of the corner without having any physical infrastructure along with widening the
target market. Morrisons can also develop the export business for the product without any
introduction of distributor network in various countries. Thus the organisation if wants to go global
should use the local services with following local laws and regulations of those countries (Mathew’s
et.al. 2016). Service of localisation includes translation and modification of the product to show the
local variances.
6

Further, direct selling is also the beneficial mode for integration and selection of best
communication channels. Morrissons manager or team can know the personal intention of the buyer
about the product and whether they want to purchase or not. Thus it also cheapest medium in
comparison with internet marketing but is time consuming. It also provides flexibility along with
the detail description on the product to the end customer. No pre-requisites are needed to conduct
the direct marketing for the staff and the social aspect of the organisation is also overseen physically
by the sales person. It also support in getting more referrals as once the customers are satisfied with
this communication channels they will surely address the other people to once use the product (Cao,
and Li, 2015). This in turn will raise the business revenue and customer retention with trust will be
received in the most effective manner. Moreover, it can be concluded that both the medium used by
Morrisons is quite effective in modern era of globalisation.
7

TASK 3
P4 Create a marketing communications plan that effectively meets communication objectives
for a given organisational situation
In order to design communication plan for Morrison it is necessary to develop suitable goals and
objectives of marketing communication. Current goal of marketing include increasing the amount
of financial return and brand value in different markets. Suitable plan for Morrisons is explained
below:
Need recognition
It is necessary for Morrisons to analyse the needs and expectations of the consumers. This can be
effective with performing marketing research that include customer expect to receive quality of
services at reasonable prices (Armstrong et.al. 2015). With increase in the competition, quality of
goods can be offered to customers that includes all the things necessary for customers and at
attractive discounts.
Evaluation of alternative:
Information collected from various sources regarding needs of customers require Morrisons to
increase the financial benefits and expansion of brand value. With sorting list of information,
customers are likely to search brand value, prices and services offered by supermarket. With
stronger promotion of brand among markets creates positive mindset influencing customers to buy
products.
Purchase behaviour:
After attracting customer towards its brand, it is necessary for management of Morrisons to apply
strategy of taking regular feedbacks after the customer has purchased the product. However, this
feedback is needed to be analysed for taking strategic actions regarding making changes in the
organisation (Blakeman, 2018).
Objectives:
 It includes selling the products in parts of UK by attracting customers with brand awareness
that will help in increasing brand value.
 Serving customers with quality of products and services for utilising brand equity.
8

 Customer delight can be associated with establishing customer rewards programs with the
help of direct mails. This will help to customers to appreciate business with producing better
results and products (Luxton et.al. 2015).
 Increasing higher rate on investment and saving project that can be invested in future
projects.
Marketing communication strategies:
Morrisons inspire customer trust by telling their development story that will lead to effective
creation of business. It includes communication about the products and services that include food,
drinks, Books, magazines, CDs, DVDs, etc. In addition, Morrisons needs to utilise testimonials to
increase the current product value offered. However, Morrisons needs to create customer goodwill
that will be based on developing informational sheet focusing on feedbacks of the customers.
Selection of marketing mix:
 Product offered by the Morrisons creates value in the market and current goals of
communication plan focus on increasing the brand value.
 Price factor include providing reasonable products that will help to increase the sales and
revenue. Low prices as compared to the competitor will attract more customers. For
example, Morrisons can adopt value based pricing that will cover the cost of operations and
functioning.
 Place concept of marketing mix helps Morrisons to increase the reach and availability of
products. For this appropriate channel of marketing such as sales promotion and direct
selling can be adopted for effective distribution of products (Blakeman, 2018).
 Promotion includes informing the target audience about products offered. Benefits and
interest of the promotional can be created to highlight the target market.
Appropriate designing and content:
Communication about the brand includes using appropriate logo for designing the content of the
marketing that can be displayed for giving information to the customers. In addition, visual design
needs to be applied for gaining attraction of the customers. In addition, Morrisons also can take
effective for updating the website and using e-commerce website for online sale of goods and
services (Parente and Strausbaugh-Hutchinson, 2014). Development in website will lead to provide
comfort and convenience to the customers for ordering online and receiving delivery of products at
nearest to door step. However, activities and content of marketing must be decided on the basis of
9

demands and products of the customers and also making activities as consumer oriented approach
for uniforming growth and productivity.
Appropriate channel of marketing:
There are different channels of marketing that include advertisements, sales promotion, internet
marketing, etc. Target market in UK can be households can be attracted with the help of
advertisements in newspapers. Internet marketing on the other side can be used for promoting the
products of Morrisons to large amount of target. Customers are nowadays familiar with the platform
of Internet. However, this will help to increase the purchase considerations of the products and
services.
Implementing plan:
With appropriate communication among the members of the business it is necessary for
implementing the plan within the organisation. All the members must focus on achieving suitable
objective based on the appropriate plan for communication.
Actions and control:
Morrisons can hire external agencies that will help in proper analysis of the market. It will help to
implement those activities within the business strategy. It includes effective use of leadership
programmes, skill development and other knowledge that will help in gaining competitive
advantage of the business (Batra and Keller, 2016). Motivation among the members of the
organisation will help in increasing the productivity of the organisation. Control procedures include
measuring the past performances regarding sales to current performance in organisation that will
help to measure the actual growth of marketing plan. In addition, the sales team will be supervise by
the leader and will supervise the actual sales and growth of the organisation. However, control
regarding increasing the performances will help individual to smoothness and flexibility.
10

TASK 4
P5 Critically evaluate a marketing communications plan in relation to the communication
strategy, channel choice, creative content
Effective use of marketing communication plan helps to add effectiveness to the brand value and
will uniform products and services for providing knowledge regarding the product and also for
proper positioning on mindset of the customers. There are different strategies for marketing
extensive communication plan that will also help to carry out effectiveness of the strategies of the
business.
Planning ahead and designing a response contribution:
Morrisons will base on tracking the digital channels of marketing. However, cross channel
communication that will help in formulations of single program. It also includes organising
marketing programme with effective use of multiple channels that will help in aligning business
goals of the organisation (Percy, 2014). However, marketing communication will help in meeting
with the needs of the stakeholders and management also produces greater effects to achieve
objectives of the business.
Creating control groups:
With the growth of digital media, it is effective with improving the planning process of the
marketing plans. However, target market for Morrisons includes attracting all the group segments
with performing actual results of the organisation. Centralised planning in Morrisons can be
effective with the help of executing the control groups. In addition, campaigns lift metrics will help
to evaluate about the marketing plans (Killian and McManus, 2015). Although, marketing planning
and campaign management tools will help to create and manage the Morrisons more effectively.
Relevant measurement techniques:
Measurement activities include correlation of marketing activities and also marketing performances,
activities, financial results and the actual results and impact of the consumers. However, measuring
the effectiveness of marketing campaign with relate with its aims and objectives of the corporate.
However, with this Morrisons will be able to gain possible results and customer value that will help
in increasing the brand awareness of the organisation (Batra and Keller, 2016).
11

Defining specific contribution tools:
It includes following attribution rules that includes following the goals of the campaign according to
the perspective responsive channels. It also includes following suitable strategy of the
communication with developing definite strategies that include designing and evaluating plan with
the help of taking feedbacks and control procedures by measuring the current performances. It also
includes designing the proper channels of the program and high priority campaigns will be
organised with perspective of planning. In addition, campaigns will contribute on increasing the
sales and profits of the organisation.
Automate and visual reporting:
It is necessary management to use tools in effective manner that will help in tracking and reporting
the process. However, managers and leaders will contribute in motivating and monitoring the
performances of marketing team and will measure the sales according to content of the marketing.
In addition, essential strategies will help in managing the proper resources and lead management to
contribute towards organisational objectives. The plan needed to be monitored with regular
intervals of time and also performance and effectiveness can be achieved with critical supervision
of the plan (Luxton et.al. 2015). In case on deviations found in the marketing plan, it is necessary
for managers to take respective actions in increasing the spending and investments across different
channels of marketing. In addition, digital platform will help to attract more customers resulting in
organisational objectives.
12

Conclusion
In the current scenario, the report had briefly discussed about the marketing communication and its
role in business of Morrisons. It had also assessed the different types of marketing channels and its
role in meeting the communication objective in detail. The report had also explained the in detail
communication objectives which shows that communication is an important part in marketing as
well as business. It had given the selection and integration of the chosen communication channel in
Morrisons and was concluded that internet marketing and direct marketing is an important source
for communication marketing. Further the report had given the effective marketing communication
plan and critically evaluated the same to meet the business objectives as well. At last, it had
evaluated plan on the basis of channel choice, strategy and creative content to present the report in
the most influencing manner.
13

References
Books and Journals
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson
Education.
Batra, R. and Keller, K.L., 2016. Integrating Marketing Communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), pp.122-145.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103). Springer, Cham.
Cao, L. and Li, L., 2015. The impact of cross-channel integration on retailers’ sales growth. Journal
of Retailing, 91(2), pp.198-216.
Cornelissen, J. and Cornelissen, J.P., 2017. Corporate communication: A guide to theory and
practice. Sage.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing, 30(6), pp.703-710.
Keller, K.L., 2016. Reflections on customer-based brand equity: perspectives, progress, and
priorities. AMS review, 6(1-2), pp.1-16.
Killian, G. and McManus, K., 2015. A marketing communications approach for the digital era:
Managerial guidelines for social media integration. Business Horizons, 58(5), pp.539-549.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and
brand performance. Journal of Advertising, 44(1), pp.37-46.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and
brand performance. Journal of Advertising, 44(1), pp.37-46.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.
14

Percy, L., 2014. Strategic integrated marketing communications. Routledge.
15