Marketing Communication Report for Morrison: Types of Marketing Channels, Communication Objectives, and Plan

This report evaluates different types of marketing channels and how they serve communication objectives within an organisational context. It also critically evaluates how marketing channels of communication are integrated within an organisational context to add value and maximize resources. The report provides communication objectives for a given organisational situation and justifies the selection and integration of communications channels chosen. The report also includes a marketing communication plan that effectively meets communication objectives for a given organisational situation.

Submission Front Sheet
Programme BTEC Higher National Diploma (HND) in Business (RQF).
Unit Title and Number: Integrated Marketing Communications (Unit 23)
Assignment Title Marketing Communication Report
Unit RQF level/Code 05: L/508/0535
Credit Value 15
Cohort Name Sep 20A Assignment Date Set
Student’s Name Student’s Registration
Number
Submission Date Distribution Date
Is this a first submission
yes
Is this a referral
submission
no
Word Count
4838
Learner’s statement of authenticity
I certify that the work submitted for this assignment is my own. Where the work of others has been used to support my
work then credit has been acknowledged. I have identified and acknowledged all sources used in this assignment and
have referenced according to the Harvard referencing system. I have read and understood the Plagiarism and Collusion
section provided with the assignment brief and understood the consequences of plagiarising.
Student’s Signature Date
1

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Evaluate different types of marketing channels and how they serve communication objectives
within an organisational context……………………………………………………………….3
Critically evaluate how marketing channels of communication are integrated within an
organisational context to add value and maximize resources………………………………….4
Make valid judgements about how marketing channels add value using specific organisational
examples to demonstrate how they serve communication objectives………………………….5
Design communication objectives for a given organisational situation………………………..5
Provide justification for the selection and integration of communications channels chosen….6
Evaluate the application of the communication objectives in relation to the marketing
communications mix and the organisational business objectives……………………………...7
Create a marketing communication plan that effectively meets communication objectives for a
given organisational situation………………………………………………………………….8
Critically evaluate a marketing communication plan in relation to the communication strategy,
channel choice and creative content…………………………………………………………..10
Critique and review the success of the monitoring and impact of the marketing
communications plan…………………………………………………………………………12
Provide appropriate and justified recommendations for improving the marketing
communications plan to maximise revenue and successfully meet both communication and
business objectives……………………………………………………………………………12
CONCLUSION..............................................................................................................................13
REFERNCES:................................................................................................................................14
Books and Journals:…………………………………………………………………………..14
Online-...........................................................................................................................................16
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INTRODUCTION
Marketing communication is the message and communication channel which is used by
marketers to reach their targeted audience. It is essential for every organisation to aware their
customers about the benefits of using their products and services instead of their competitors
(Krizanova and et. al., 2019). There are various kinds of communication channel such as social
media channels, TV advertisements, print media and many others. It is essential for company to
choose the best communication channel as per their product, services and preference of their
customers. Morrison is a British retailing company which is founded in the year 1899 by William
Morrison and it is headquartered in Bradford, UK. The company sell grocery items, food items
and books and magazines to their customers. They mainly focus to gain competitive advantage
through their quality products and low prices of products as compared to their competitors such
as Tesco, Sainsbury, Aldi and many others. In the year 2021, Morrison has 497 supermarkets
across Wales, Scotland, England and one in Gibraltar. There are 110000 employees working for
Morrison and they serve across 11 million customers each week. The following report covers
different types of marketing channels, designing of a communication objective for a given
organisational situation, justification of chosen communication channel, marketing
communication plan and evaluation of marketing communication plan in relation to marketing
strategy, channel choice and creative content.
MAIN BODY
Evaluate different types of marketing channels and how they serve communication
objectives within an organisational context.
In context of Morrison they connect with 1.5 million customers by telephone, email,
letter or social media (Our four stakeholder ambitions Our customers, 2019). Hence, they use
various kinds of communication channel to reach their targeted customers and few of the
marketing channels are explained below-
Social media channels- These are the channels such as Instagram, Facebook, Twitter and
many others. Youngsters and today's generation use these channels more and they become active
on their social media accounts (Yang and et. al., 2021). Hence, Morrison use to advertise their
products and services through this channel to attract the attention of their young targeted
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audience. They choose this channel due to various reasons and one of the best reason is that here,
customer can interact through comments and direct messages with company. They can even rate
their products and services through this channel which help the company to analyse how much
they are getting successful to satisfy their customers. Hence, Morrison have a team who can
handle their social media activities of promoting their products and convey the issues of their
customers to related departments.
Strengths and weakness of social media marketing-
Strengths-
 It has global reach; hence the company
can attract customers toward their
brand and product at international level.
Weaknesses-
 Unethical comments and wrong
humours spread by competitors on
social media channels can ruin the
brand image of company.
Website- This is another channel of communication which is used by many companies.
Today most of the companies design their website which is used by customers to analyse the
offerings of the company (Zephaniah, Ogba and Izogo, 2020). In context of Morrison, they are
having well designed and easy to use website so that their customers will not face any problem
while searching any product through this medium. This channel will not only help customers to
analyse the products and services offered by company but it also help to analyse the locations of
their physical sores and the contact detail for direct call.
Strengths and weakness of websites-
Strengths-
 Using websites can help companies to
track the records of customers that what
they ordered more and what keywords
they use more in searching the products
through their measurement tools for
website.
Weaknesses-
 Designing a attractive and easy to use
by customers website can consume a lot
of time and it even consist of expensive
because companies may reach to
experts for designing the websites.
E-mail- It is another channel of communication between customers and company. Most
of the companies including Morrison save the personal detail of their customers like phone
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number, e-mail address and many others so that they can end mails and messages about their
discounts and new product launch to the customers to aware them. Secondly, most of the
customers use e-mails to complaint or provide feedback about any product of the company
(Bowden and Mirzaei, 2021).
Strengths and weakness of e-mails-
Strengths-
 It is considered as one of the best
channel of formal communication. All
complaints and feedbacks of customers
are commonly received by companies
through this channel.
Weaknesses-
 Teenagers and new generation
customers avoid using e-mails and they
even did not show their interest to
provide feedback to company through
mails.
Print media- It consist of advertising through newspapers, pamphlets and many other
print media of communication. Here, customers read the advertisement about discounts and new
product launch as well as location of the store to reach the store and buy the products. This
communication channel is commonly used by older generation people who did not use digital
mediums to get aware about the companies and their offerings. Hence, this communication
channel of Morrison will help them to reach their targeted customers who are above 50 year old.
Strengths and weakness of print media-
Strengths-
 It can provide more information to
customers and it can also be a part of
physical evidence that the offer and
discounts offered by companies are
actual and not fake.
Weaknesses-
 Most of the customers avoid reading
whole pamphlets and they just read the
heading and assume the information.
Hence, headings of print media should
be catchy and effective.
Critically evaluate how marketing channels of communication are integrated within an
organisational context to add value and maximize resources
Few of the marketing channels of communication can help an organisation to add value
and minimize their resources. In context of Morrison, they use various communication channels
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such as social media channels, e-mails, websites and few others. In context of social media
channels such as Instagram, Facebook and many others, companies promote their product by
uploading pictures of their products and customers in followers on social media likes the picture
as well as they can comment below the picture or videos shared by the company (Mustafa and
Al-Abdallah, 2020). This will help the company to analyse the issues faced by their customers
and whether they are satisfied or dissatisfied with the offered product. In case of more negative
comments and more dislikes the company will modify their offered product to gain high value.
Make valid judgements about how marketing channels add value using specific
organisational examples to demonstrate how they serve communication objectives
In context of Morrison, they supposed to use Instagram to aware their customers about
their new product launch. This will help them to notice the excitement of the customers to buy
new product from the company. For example, they offer new variety of juices within their
supermarkets and for this they advertise the quality and quantity of juice through Instagram post.
They always focus on the content of their social media posts and make sure that they will only
share precise and useful content. The global reach of social media channel will help the company
to aware a large number of customers at a same time time. Hence, social media marketing will
add value for Morrison to promote their products at global level and attract more customers to
maximize their profit.
Design communication objectives for a given organisational situation
The organisational situation is to promote the varieties of juices which is a new product
for Morrison. Hence, there are various objectives which can be build to the new product launch
of Morrison in market and few of the objectives of the company is mentioned below-
To building awareness- This will be the main objective of the chosen company to spread
awareness about their new product launch within their supermarkets. It is essential to aware
customers well about the new product launch because if customers are not aware about the
product than how they will purchase them. Hence, Morrison's main objective of communication
with their customers is to aware them about their new product which is juices. They can use two
mediums to reach this objective, first is social media channels and second is e-mails.
To providing information- Another important objective of the chosen company to
communicate with customers is to provide them detailed information about the product and
services which they are offering (Briandana and Dwityas, 2020). In context of Morrison, they
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will upload precise and detailed information about the flavours and quantity of their juices on
their social media channel. They can also share the brochure through e-mails which contain all
the information such as different flavours, ingredients and the packaging system of the new
product.
To creating interest- Another important objective of the company to communicate with
their customers is to gain their interest toward the new product and offerings. Sometimes, the
customers are aware about the product but they still did not buy the product due to their lack of
interest in the product (Communication Objectives, 2021). This is one of the important challenge
for Morrison to push their customers from awareness toward making a purchase decision.
Therefore, here, they will offer the discounts and share this information to their customers
through their chosen communication channel that they are offering new juice range within low
prices and best quality to influence customers to purchase the product.
To create a strong relationship with customers- It is also essential for a company to
have good relationship with their customers (Muhammedrisaevna, Bayazovna and
Kakhramonovna, 2020). This will help the company to increase their sales and gain competitive
advantage within the market. In context of Morrison, they also promote their brand to build a
good relationship with their customers so that they will provide feedback about their likes and
dislike factors. In context of their new product launch which is a multi flavour juices, chosen
company also expect to analyse whether the customers are satisfied with their new product
launch or not. Hence, they send their feedback form through e-mails and ask their customers to
fill and resend to company. Secondly, after promoting their new product on social media, they
share the option for ratting of their new product on the same social media channel where they
share the picture. Customer ratings will help to analyse whether they need to continue to sell the
juices within their supermarkets or they need to change their decisions.
Provide justification for the selection and integration of communications channels chosen
For the above mentioned situation of launching a new product within the company will
choose two communication channels, social media channels especially Instagram and second
chosen channel is e-mail. The main reasons for selecting these two communication channels are
mentioned below-
 Social media channels are having global reach which will help the company to gain the
attention of customers at global level (Blakeman, 2018). Secondly, the company
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specifically choose Instagram as their social media platform due to its more number of
users than other social media platforms. With the help of promoting the new product
varieties on social media they can aware their customers especially the youngsters and
influence them to try the new product at once. Here, Morrison can also use social media
influencers to promote their products on their social media accounts by paying them for
their advertisement. These social media influencers are having huge number of followers
and their followers can easily influence by them. Hence, in case these social media
influencers ask them to try the new product of Morrison which is their multi-flavour
juices than their followers will get influenced and most of them will really make a
purchase decision. Hence, that's why company can choose social media channels to
promote their new product.
 E-mail is also chosen by the company to promote and communicate with customers
within the market (Macnamara, 2018). Here, they send brochure to their customers which
contain all detailed information like packaging style of their new product, ingredients of
juice, contact detail to complaint and many others. Here, Morrison can also send their
feedback forms and ask their customers to fill and resend them so that they will analyse
whether they need to change the product or continue to sell the same product within their
supermarkets. Morrison's most of the customers also use e-mail source only to complaint
about the product and services and share their bad experience. Hence, communicating
with customers through e-mail will help the company to analyse their customer
experience for their new product.
Evaluate the application of the communication objectives in relation to the marketing
communications mix and the organisational business objectives
Marketing communication mix contain all those tools which helps a company to
communicate with their customers within the market (Marketing Theories – The
Communications Mix, 2022). There are five communication tools within marketing
communication mic framework which are mentioned below-
 Advertising- It consist of those channels where a company is supposed to pay for the
advertisements to advertisement agencies or for different activities to aware their targeted
customers. It consist of advertising the product through TV, radio, and few other
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channels. This will help Morrison to fulfil their first objective of communication with
their customers which is to increase their awareness about the product.
 Direct marketing and social media marketing- Most of the companies choose digital
tools to promote their products within the market and communicate with their customers
(Marzuki, 2021). In context of Morrison, they promote their juices on social media
marketing and e-mail to fulfil their second objective which is to provide detailed
information to customers about the product.
 Public relations- It helps to turn brand messages into stories that appeal to the media and
its target audience. The main aim of the company through public relation is to spread
their positive news about the product through their campaigns or advertisements. This
will help the chosen company to fulfil their last objective of communication which is to
build a strong relationship with their customers. Here, Morrison can share their positive
reviews and listen what their customers are saying. There is a two way communication in
this tool of communication mix.
 Personal selling- It consist of selling products through salesperson, using influencers,
brand ambassadors and many others (Prasandya and Pratama, 2018). This will help
Morrison to increase the sales of their new product because most of the customers believe
whatever is conveyed by their influencers. Using popular celebrities for influencing
people will help the company well.
 Sales promotion- This is the last tool of communication mix where companies try
special offers and discounts to attract customers to make a purchase decision. This
element of communication mix will help the company to gain their one of the objective
for communication which is to create interest. Morrison can advertise their product by
mentioning the discounts and offers such as “buy one get one free” for their new varieties
of juices to gain the attention of their customers and convert their attention into purchase
decision.
Create a marketing communication plan that effectively meets communication objectives
for a given organisational situation
There are ten steps in marketing communication plan which can help the chosen organisation to
meet their communication objectives and these steps are mentioned below-
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Identify target customer preference- It is essential for every company to identify the
preferences of their customers regarding communication channel (Mehmet and Nayeem, 2018)
In case the targeted customers prefer to use print media for reading advertisements then company
will prefer to print media only. In context of Morrison, it is essential for them to analyse the
preference of their targeted audience that which communication medium they use more. This
will help them to aware the customers about their offerings.
Communicate to expert- It is also essential for companies to communicate with business
analyst to identify the strategies and effective suggestions to company for chosing best
communication medium. In context of Morrison, they can convey each information to the expert
like about their targeted audience and product description so that he/she will suggest effective
idea to meet communication objectives. They will also help the company to analyse their unique
selling proposition for the company as well as customer selling proportion to Morrison. This will
help them to focus on effectiveness of content which they are sharing to customers to create
interest of customers to buy the products from same store for longer period of time. Hence, this
will hep them to achieve their third objective which is to create interest.
Build effective brand image- It is essential for a company to build a effective brand
image before implementing their communication plan because customers likes to communicate
more with those companies which are having effective brand image within the market
(Adesanoye, 2019). In context of Morrison, they are well known retailing chain of UK and their
customers trust them and their products well in the market. Hence, this can be a good opportunity
for the company to gain the attention of customers toward their new product. Creating effective
brand image will help the company to build a strong relationship with customers. Customers will
trust more to those companies who is having high brand image and they will also create interest
to interact with those companies who's brand image is high. Hence, this will help the company to
achieve their last communication objective which is to build strong relationship with customers.
Search for best advertisement agencies or channels- This is the other step where
company will start searching about various advertisement agencies and communication channels
within the market which was suggested by the business analyst. In context of Morrison, their can
search information about how to use social media channels, e-mails, website and many others to
promote their new variety of juices.
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Evaluate the chosen channels- This is the stage where Morrison must evaluate the
communication channels and analyse their pro and cons. Here, they are required to analyse each
channel and their benefit to company for promoting their juices.
Choosing one channel- This is the stage where Company is required to choose a
communication channel which consist of having more benefits than its disadvantages (Jain,
2021). In context of Morrison, they can choose social media channels and e-mail to communicate
with their customers and aware them about their new range of products.
Selecting effective content for communication- After choosing the channel, the
company is required to analyse the content of message that which type of message will help them
to attract more customers (Briandana and Dwityas, 2020). In context of Morrison, their message
and content should be related to their channel which they choose. For example, in context of
social media channels, they make sure that they will use short and precise message which will
not bore their customers to read. They must upload the pictures of their juices with effective
quality of graphics. Whereas, in context of e-mail, they must use formal way of communication
and communicate politely with customers.
Implement the plan- Here, company is required to convey their message to their
customers through chosen communication mediums.
Monitoring and controlling the performance- The work is not yet finished after
implementing the plan, it is also essential for the company to monitor the performance for their
decision (Heckmann, Keene and Ritter, 2019). In context of Morrison, they are required to
analyse whether they are becoming successful to communicate with their targeted customers
effectively or not. In case customers engage more to communicate with the company for their
new product launch then their decision is effective to choose social media channels and e-mails.
Take corrective actions in case of customer's complaint- In case of any complaint
from customer side or identification of error in using the channel which is chosen by the
company, the mentioned company is required to make effective changes to mitigate the
complaints.
SMART communication objectives-
Specific- It is essential that the communication objective will be focused to specific outcome. In
context of chosen organisation, they choose social media channel to communicate their
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customers so that they will convey them all required information to attract customers and
increase their sales among youngsters.
Measurable- It can be estimated by the company that if they use social media channels to
communicate customers and to collect their feedback then they can increase their sales by 6.5%.
Achievable- Using social media channel is achievable because it has global reach and customers
can easily get attracted toward the company after seeing the uploaded pictures and videos of the
company.
Relevant- It is relevant for the company to use this communication channel to reach their
customers.
Time- 15 days can be required by the company to achieve this aim.
Critically evaluate a marketing communication plan in relation to the communication
strategy, channel choice and creative content
There is another effective communication plan for the Morrison in relation to the communication
strategy, channel choice and content and this plan is mentioned below-
Communication strategy- It is essential for the company to focus on effective strategy of
communication. Here, Morrison is required to analyse their targeted customers that which
medium of communication they use and how they will get attracted to company so that the
company will only use that medium. Morrison employee's are require to communicate politely
and effectively with their customers and ask from their own side that whether their customers
need any help or not. Responding customers quickly is another effective strategy by the company
to communicate effectively with customers and maintain a good relationship with them.
Communicating more with customers will help the company to analyse which factors will help
the customers to get attracted toward their products so that company will use same factors to
attract other customers also.
Chanel choice- It is effective for Morrison if they choose social media marketing because most
of their customers use social media channels for collecting information that which store is having
discounted period and which store is having which product. Beside this, Morrison is required to
analyse the channels commonly used by their targeted customers and then promote their product
on that same channel. This will help them to attract more customers which further help tem to
increase their productivity and profitability.
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Creative content- Content of communication impact majorly upon organisational brand image
and their productivity. Content of communication is the way in which a company interact with
their customers. Morrison has chosen social media channels like Instagram, Facebook and many
others. Hence, they make sure that they will use attractive pictures and videos to share with
precise and short captions which will help them to gain interest of customers to read the caption
and see the images and videos shared by company. The chosen organisation is required to avoid
large content or large video because it will make customers boring to continue to watch. Hence,
short and precise message will help them to fulfil their targeted customers needs and wants.
Morrison is required to make sure that whenever they share any picture or video of their stores
then they must focus on hygienic factor of their stores. The whole store will be clean and well
arranged.
SOSTAC framework for marketing communication for Morrison-
Situation- This will help to analyse the current situation that where a company stands at present.
In context of Morrison, they are able to attract their customers well but their sales affect due to
high competitive environment within the industry and their competitors are having effective
pricing and other strategies to attract more customers toward their brand. Hence, Morrison is
working to communicate effectively with their customers and increase their sales.
Objectives- It will analyse where a company or individual want to be in future. In context of
Morrison, they want to achieve competitive advantage by communicating to customers
effectively and collect their feedback for modifications.
Strategy- This will help to analyse the plan that how the objective can be achieved by the
company. In context of Morrison, they have the strategy to use social media channels to
communicate their customers by sharing precise and correct content and collect the feedback of
customers through comment section of these social media channels.
Tactics- This will help to analyse how exactly the company will reach the objective. Morrison
plan to build a separate team for managing and handling their company’s social media accounts
so that they will specifically focus on the requirements of their customers through this channel.
Action- Here, company is going to convert their plans and strategies into action and reality.
Control- It means to analyse whether the company is on the correct way to achieve their goals or
not. Morrison can use various kinds of software to measure the success of their social media
channels like Google Analytics which will help to analyse the change in sales of company.
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Critique and review the success of the monitoring and impact of the marketing
communications plan.
It is essential for the companies to review and monitor the communication plan
effectively and analyse whether company is facing any issue or not to communicate openly with
their customers (Krizanova and et. al., 2019). In context of Morrison, they can ask their
customers to fill their feedback forms which contain questions related to their promotional
activities and promotional channels effectiveness which can help them to analyse whether they
are becoming successful to communicate their message to their customers or not. They can also
review and monitor the success of their communication plan by focusing on their total sales of
their new product only. In case their sales is continue to increase then their chosen channel and
created message is working well to attract customers.
Provide appropriate and justified recommendations for improving the marketing
communications plan to maximise revenue and successfully meet both
communication and business objectives.
 It is recommended to the chosen company that they should take advice of business
consultants or marketing experts related to their communication plan and execution of
plan because these experts will help to suggest effective solutions to convey appropriate
messages to their customers within the market.
 It is also recommended that the company will choose more than one communication
channel to reach more customers of different demographical factors. In context of
targeting young customers, social media platforms can be helpful whereas for targeting
old age customers they can use print media or TV advertisements.
 It is also recommended to the company to ask for appropriate feedback and focus on the
reviews of customers to analyse whether their customers are reaching their
communication messages appropriately or not.
CONCLUSION
From the above information it is concluded that communicating with customers and
maintaining a good relationship with them is beneficial for the companies. Promoting the product
through effective communication channel will help the company to gain more customers toward
their products and services. There are various kinds of marketing channels for communication
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between customers and the company such as social media channels, e-mails, TV advertisements,
print media and many others. The main communication objective of many companies is to aware
their customers about the product and share appropriate information to them make them
interested to buy the product. It is also concluded that making effective communication plans
will help the company to analyse the direction for reaching to customers appropriately.
15

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Online-
Our four stakeholder ambitions Our customers, 2019 [Online] available through:
<https://www.morrisons-corporate.com/globalassets/corporatesite/corporate-responsibility/
annual-report/customers.pdf/>
Communication Objectives, 2021 [Online] available through:
<https://www.intemarketing.org/marketing-information/marketing-mix/communication-
objectives/>
Marketing Theories – The Communications Mix, 2022 [Online] available through:
<https://www.professionalacademy.com/blogs/marketing-theories-the-communications-mix/>
6 Steps to An Effective Marketing Communications Plan, 2019 [Online] available through:
<https://www.ronankeane.com/6-steps-to-an-effective-marketing-communications-plan/>
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