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

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
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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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