Marketing Campaign for Morrison's Vegan Food Products

FUNDAMENTALS OF
MARKETING

Table of Contents
TASK 1- INTRODUCTION............................................................................................................3
TASK 2- TARGET AUDIENCE.....................................................................................................4
TASK 3- CAMPAIGN MEASUREMENT.....................................................................................5
REFERENCES................................................................................................................................9

TASK 1- INTRODUCTION
Brand overview-
Marketing is one of those useful and beneficial elements that has been utilized by several
organizations, whether it is small or large, in order to reach at desire outcomes and obtain
expected results. The current assignment will be based on Morrison’s, which falls under the
category of leading supermarkets in retail industry, UK. Predominantly, its venture categorized
as food and grocery brand, which consistently focused on sourcing quality products and
processes half of its fresh food that it may sell in own manufacturing outlets and facilities that
may give management close control over items quality and provenance.
Organizational background-
The success journey of this brand begins from 1899 as Bradfort market stall, which
enable organization recently to become the United Kingdom’s 4th biggest supermarket chain. At
initial person, it began to sell butter and egg and switch to wide category of goods that people in
recent time may prefer to buy. Morrison’s aim is to be more competitive brands in the world of
business, for which it effort a lot and focus on strategic formation as well as development. With
110,000 skilled workers, it attempts to hold venture position in retail sector at top, which provide
unexpected benefits to brand.
Campaign purpose-
Just to make dream come true in term of aim achievements, Morrison's may concentrate
on marketing campaign, which drive the attention of marketer towards development of strategic
plan and tactics that they may utilize to obtain several advantages. The main purpose of
marketing campaign is to gain competitive edge in the context of supermarket and to sustain for
longer at global level within retail industry by selling range of vegan food goods.
Objectives-
 To obtain competitive advantages.
 To generate web traffic up to 50% within 1 year.
 To increase profitability and productivity by 60% in 2 year.