Marketing Fundamentals : Morrisons

Marketing
Fundamentals

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1A ........................................................................................................................................1
Analysis and evaluation of processes and stages of marketing including role of marketing mix
................................................................................................................................................1
Role of marketing in creating value for the customers...........................................................5
Engagement and impact of stakeholder on marketing activities............................................6
TASK 1B.........................................................................................................................................8
Reflexive report on communication tools..............................................................................8
TASK 1A.........................................................................................................................................1
Blog as part of communication activity..................................................................................1
TASK 1B.........................................................................................................................................4
Planning and development of blog post and its support in market in campaign....................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Basic fundamentals of marketing are its planning strategies and there execution by
setting a particular price of the product and using different ideas to promote it so that needs of
customers are satisfied along with the organisational goals. Present study is based on a UK based
firm Morrisons which was founded in the year 1899 by William Morrison headquarter at
Bradford, England. Present revenue of the firm is GB£17,262 million and having 110000
employees. The study includes analysis and evaluation of processes and stages of marketing
including role of marketing mix. Further report include role of marketing in creating value for
the customers. Report also includes stakeholder engagement and their impact on marketing
activities of an organisation. Further a reflexive report on communication tools have be included
in this report based on blog post and a group supporting paper explaining the plan about
developing of the blog post which support marketing campaign is explained in the given
report(Baker and Hart, 2016).
TASK 1A
Analysis and evaluation of processes and stages of marketing including role of marketing mix
Marketing process includes analyses of different opportunities coming to market and
accordingly targeting the selected market by developing marketing mix to manage marketing
efforts. Morrisons which is fourth largest chain of supermarket in UK uses the following
marketing process:-
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Figure:- 1
 Situation Analysis:- The first component of marketing process is to analyse the market
situation and search for the opportunity that the company can avail. Morrisons analyse
about needs and wants of customers that competitors have not reached yet and
accordingly they create opportunity for there firm. Morrisons always look for the
opportunity that would be beneficial for there company in long run so that they can
improve there performance and can work more effectively(Burford and Chan, 2017).
2
Illustration 1: https://www.google.com/search?
q=processes+of+marketing&source=lnms&sa
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Analysis of external environment and also internal analysis of firm is done. Analysis have to
include past, present and future aspects of the firm. Doing forecasting of business help to reduce
the chance of failure of the product in market as it help in analysing trends in market. Market
research also help in getting information about the competitors or any changes occurring in
market. Situational analysis help out in identifying gaps between customers need and what
actually they are offered which help to find strength and weaknesses. Different frameworks like
PEST and SWOT analysis has been used by Morrisons for situation analysis.
 Marketing Strategy:- Customers which need to be targeted are selected and for this
Morrisons analyse the market segmentations as it is not possible for the firm to satisfy
each and every individual. First of all each market is split into some units according to
there similarities like having same wants and characteristics and each unit is required
separate strategy to satisfy the customers. Secondly market is targeted according to
potential customers so that they can retain for longer duration. For the same customers
needs are identified and product is developed according to different strategies used by
Morrisons and then offered to niche market. At last market positioning is done by
comparing products offered to customers with that of competitors(Chaffey and Smith,
2017).
 Marketing Mix decisions:- After setting the strategies next process is to plan marketing
mix which includes 4 P's :- Product, Price, Place, Promotion. Product means goods and
services offered to customers, Price is value of the product that customers will pay in
form of money to obtain the product, Place means where product will be available for the
customer in market and at last Promotion is advertising of the product by providing the
information of the product to customers that what are its advantages(Davis, 2017).
 Implementation and Control:- In this process different marketing plans are developed
and product is introduced to market. Marketing efforts are monitored and as any change
arise in market, marketing mix are adjusted accordingly. If any changes are there or
product is modified information with help of advertisement is transferred to the
customers. There may be situations where whole product is redesign to satisfy the needs
of consumers. This process not ends here as continuous monitoring and adaptation is also
needed for retaining there customers for longer duration(De Mooij, 2018).
Role of marketing mix:-
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Morrisons are using 7 P's to develop marketing strategies so that they are able to achieve
there targets in short duration. The role of these marketing mix are as follows:-
 PRODUCT:- Morrisons are selling there products in 5 categories and having separate
product lines which are sold under the brand name Morrisons. They are having huge
variety in there products so customers are having different choices and they can choose
with respect to there needs. There products are highly differentiable from there
competitors as they are having good features and quality that no other competitors' may
have. That is the reason there products are unique in market and customers are willing to
pay good amount for them. There product design is very traditional that attract huge
crowd of customers toward them(Dodson, 2016).
 PRICE:- Currently company is using Competitive pricing strategy as information
regarding competitors are easily available in market. They are selling there products at a
higher price than the competitors due to additional features the products have which
differentiate them from other competitors. They are using product bundle pricing in
which products are bundled and sold at a lesser price than the individual prices of the
items. They are selling there products online and including delivery charges in it. Final
products have a fixed price and retailers are buying at a lower price to sell the products at
a higher price according to there margins(Gunelius, 2017).
 PLACE:- Morrisons is selling there products with help of different marketing channels
and also with online medium. There wholesalers and retailers are located all over the
country and at present they have 500 retailers. They make sure that maximum retailers
have there products so that it is easily available to all the customers. They are doing
online selling with help of there website and have delivery partners which help in timely
delivery of there products. They have 500 suppliers which provide raw materials so that
production is more and more(Hollensen, Kotler and Opresnik, 2017).
 PROMOTIONS:- Morrisons are promoting there products with help of different media
channels like TV, radio or with help of social media. Online advertising is very cheaper
due to increase in usage of internet as every one nowadays use you tube, Facebook and
twitter so Morrisons take advantage of these promotional activities to create value of
there products in eyes of customers. They also go with personal selling to increase there
retailers trust on them.
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 PEOPLE:- Morrisons have people as there strength as sales members are playing very
important role in marketing of the products and for the same company is giving special
training to them so that they can enhance there techniques of generating sales for the
firm. There suppliers are there support for production of goods and services as raw
materials are obtained from them only(Johnson, 2018).
 PROCESS:- Morrisons take care about availability of products to there customers with
help of retailers and also work on Online delivery process where orders are received on
computer system and shipped with help of delivery service providers. To understand
customers need they are taking feedback from them with help of social media pages or its
helplines and accordingly redesigning the product.
 PHYSICAL EVIDENCE:- There packaging is in different colour with help of which
there customers easily identify there products on retail shelves. They also have user
friendly website which is available online and customers can view different products in
high quality from every angle(Kasemsap, 2016).
Role of marketing in creating value for the customers
Roles of marketing in creating value to customers are as follows:-
 Marketing plays an important role in creating value of products and services in
eyes of customers. The more efforts company put in developing marketing
strategies, perception of customers become more positive with respect to products
offered to them. Customers are buying the products as they are in need of it but
marketing strategies can build that need in market by understanding customers'
satisfaction level.
 Marketing is creating a medium where information regarding the products are
transferred to potential customers so that company can have attention of there
targeted audience. Marketing helps in promoting new features of any product to
customers by featuring its usefulness(Kleinaltenkamp and et.al., 2015). For the
same, innovation is required and Morrisons are doing research in product
development so that they are able to satisfy customers need and are able to create
value for customers.
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 The basic functioning of every business is to find potential customers and make
different strategies to keep them for longer duration. Marketing is helping in
making connections between different people and products.
 The role of marketing is to identify the need of customers, satisfy them by
providing them a quality product and keep innovating so that customers retain for
longer duration. Morrisons satisfying there customers with help of different
marketing strategies and offering product and services to there customers which
can match there need as they feel satisfactory when they get a valuable product
for which they have paid a good amount(Loebler, 2017).
 Marketing helps in identifying customers, satisfying them, and providing right
product and service to right customers at right time. This will become a reason for
customers to come again and again for getting better services. Morrisons are
finding new opportunity for there business by creating value of there products in
eyes of customers.
 Basically value is benefits that consumers will have if they use the products
offered by the company. Customers prefer high priced products because of the
name of brand and for creating brand value marketing strategies can help the
company. Morrisons is having highly recognised brands due to effective
marketing of there products(Mihai, 2015).
Engagement and impact of stakeholder on marketing activities
Stakeholder are people who have interest in a company like investors, employees,
customers and suppliers. Engagement of stakeholder on marketing activities helps in proper
communication of stakeholder with the company that help the organisation to find weak
marketing strategies. This also helps in raising morale of the organisation as listening the
consumers helps in maximizing the investments in product development to increase the market
share. The basic problems which customers are facing regarding the product and services are
cleared and transfer of information regarding changes become easy and understandable(Pike,
2015).
Internal stakeholders like employees know the strength and weaknesses of the firm so can
help in developing various marketing strategies to run a smooth business. If investors are ready
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to invest for the business of Morrisons then they are fully engaged with the company then this
will be easy for Morrisons to invest in different research and development activities as funds are
available to run a smooth business and this will bring new scope for the business. In the same
manner if employees are satisfied with the job and they are engaged in all the marketing
activities then they will work hard to take the business at higher growth and this will help in
marketing of the product. Employees will be coming with new innovative ideas that can help in
redesigning of product and bringing new scope for the business(Rogers and Davidson, 2015).
Suppliers also impact marketing activities of the business as raw materials are depended
on them only. If suppliers are highly engaged to Morrisons business then this will result in more
production and customers will be highly satisfied with the products. This will lead to customers
satisfaction and they will retain for longer duration. Customers are also playing a key role in
impacting marketing activities of the business as if customers are satisfied with the product then
no extra efforts company will put in research and development but while feedback of customers
is unsatisfactory then product development will be require. Customers help in identifying the
ways company is lacking behind and with help of good marketing stargates this problem can be
solved easily. In this way all stakeholders of a firm play an important part to enhance the various
marketing activities of the business(Shaw, 2016).
Morrisons have build a strong trust with there stakeholders and they are helping the
company to achieve there targets by making a positive impact on the marketing activities of the
business. They are engaged in all the activities of the business which help Morrisons to run there
business very effectively. Morrisons have achieved this huge success due to positive
involvement of there stakeholders in there business activities. All stakeholders are having trust
on the organisation that is the reason investors are ready to invest for different organisational
activities and employees are satisfied and working to extract potential customers towards
them(Baker and Hart, 2016).
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TASK 1B
Reflexive report on communication tools
Communication tools helped me in completing the tasks on time as different mediums
made my work easy going and I was able to complete my project with good information in my
hand. There are different communication tools which helped me out to get different information
about the topics. Blog post helped me out in getting connected with many people at a same time
and communicate proper information about various topics related to my report. Getting
knowledge from the blogs and implementing it on my project was quite easy as each and every
information was available in easy language. Internet has made things easy as now we can get
connected with billions of people and can share different information regarding a single topic. I
was having a good information about different topics with help of the internet.
Other communication tools like smartphones, laptops, tablets have helped me in
providing medium for getting connected on social networks. These communication tools are
made with help of good technology and laptops is having some major advantages over
smartphones as its functions are more advanced as easily one can use it to get connected with
many individuals at a same time. Internet is also providing voice communication and various
platforms by which we can communicate to each others. During the project we used different
medium to get connected with the team members like Skype was the best source as it helped me
to send messages as well as make video conference with my project partners.
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TASK 1A
Blog as part of communication activity
Communication refers to the exchange of information between sender and receiver which
is being impacted by technology. There are many communication strategies which helps Audi
A6 in its marketing. There are several types of communications which includes verbal, non
verbal and visual.
Market communication strategy which is being used by the an organisation to achieve
their target market with the help of various types of communication. It is strategy which is being
used by the business for sending the right marketing message to right customers through the right
medium at the right time for the purpose of achieving the targeted sales objective(Davis, 2017).
In today's era marketing plays a major role in achieving the target of sales by an
organisation. Through proper marketing objectives of the organisations are being achieved.
Marketing through communication is a major part of marketing which helps to cover a major
market but it is a time consuming process, while personal communication is much more effective
than any other type of marketing. By maintaining a communication connection it enables us to
create an avenue for marketing products and services with building brand awareness(De Mooij,
2018).
Marketing through communication tools will help Audi A6 by educating the customers
about the features and characteristics of the product. Audi can market through website based
demonstrations of products in a form of marketing communication which is being designed to
familiarize customers with Audi A6. In major types of marketing plans the communication
which is produced serves the purpose of reinforcing company's brand. Branding enables to
communicate through consumers and put in mind about the products. It is most effective when
branding of messages remain consistent with all of the company's advertising, marketing and
promotional materials. Effective communication method of marketing helps Audi to provide
elevated levels of the customer service. Company can use email or direct mail campaigns for the
purpose of distributing discount coupons and early sales advertisement. The major goal of
marketing through communication is to increase the sales of Audi A6 as the company stays in
touch with the customers and treats them as a valuable assets, and they invite feedbacks too

which build the foundation profitable long term relationships. This practice can lead to increased
and referral business from satisfied customers(Dodson, 2016).
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Audi with the help of managing leads and existing customers data can help them in
marketing. A customer relationship management system is a database which includes the
contacts that allows to organize information to streamline and scale marketing processes.
Integrated marketing communication has two origins which includes firstly, the marketers who
began to realize that public relation, sales and advertising were often to opt regarding with
regarding budgets, management input, myriad and other decisions impacting in successful
marketing of Audi. Secondly, the perspective of marketing itself began to shift from being
market oriented to driving the market. Advertising was the dominant part in promotional mix as
mass could effectively delivers a sales message to a mass number of audience(Gunelius, 2017).
Audi can define unique selling proposition, which refers to the unique qualities and
characteristics in the product. It makes the product moire unique from the competitors. In
today's era where the marketing is taking place in major forms like televisions, radio, print and
all of the internet including social media. When there is a huge competition and customers are
being pitched with different products, a company should make sure that it is standing out from
all these things. It will be the best thing to know the different and unique part in Audi A6 which
allows it to stand out from all the other products.
Audi A6 can market its product by being consistent in messaging, as the company has to
make sure that the customers are aware of the product which the company wants to sell them.
The demographic research is to be done properly by Audi A6 so that it would be easy to craft
messages on websites, emails sales copy, and advertising which consistently conveys company's
message. General data protection regulation should be kept in mind while marketing for
preventing any unlawful activity by the company. Appropriate way of marketing should take
place by Audi, like for targeting senior citizens large font size and which is easy to read and
comprehend should be used by Audi as it will be attractive in this demographic from which most
of will have some level of problem in vision(Hollensen, Kotler and Opresnik, 2017).
Company should use the right marketing avenue so as to achieve targeted sales. In order
to prepare a marketing plan Audi have many options of marketing, but the company should not
choose each and every option of marketing, only those alternatives are to be opted by Audi
which can give a good response from market. Like communicating through branding is a easy
approach for getting sales. Such as for approaching the young generation for the product social
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media is the best alternative as they are involved in phones and apps which can be used by Audi.
A feedback form should be provided to the customers and the source of product should be asked
to the existing consumers so that the company can focus more on the marketing ways which are
attracting the highest number of customers.
Direct marketing is a process where communication with customers is done directly
through mail, telephone, personal visit or in electronic means. Audi can prefer this method as it
is much convenient and most effective method of communicating to customers and marketing for
Audi A6. It allows Audi to cover a huge market of prospects and customers with sales message
tailored to their specific characteristics and needs(Johnson, 2018).
Personal selling is a process of marketing where marketer reaches person to person as
customers for the purpose of introducing the product to the customer and convincing them of the
product's value and closing the sale. It is the most effective way of marketing and communicate
to customers as for making a sale there is a communication between the sales person and
prospect. While it is time consuming process and a expensive method of marketing which
require man power.
Internet marketing is a type of marketing through which Audi can communicate with the
target customers. Websites provide a new dimension in marketing by transmitting data,
entertainment and advertising. E-commerce is the term used for internet business. The cost of
internet marketing is negligible as it is cluttered with websites which is not too costly. It will help
Audi A6 in marketing by reaching the highest number of customers. Audi should maintain the
quality and the freshness of content which is vital for the success of the website(Kasemsap,
2016).
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TASK 1B
Planning and development of blog post and its support in market in campaign
 Pick a blog name: The blog name chosen should always be creative and unique.
Common names should not be chosen which are taken by every person. It
should attract the reader first time. Various examples can be taken from the
sources like newspaper, internet and many more. The blog of AUDI is very
popular as it has a unique and catchy name. People have trust on the name and so
they see blog just by hearing the name(Kleinaltenkamp and et.al., 2015).
 Get your blog online: The blog which you have created should be brought online. It
should be uploaded on various media and social websites. Blogs are very cheap and
the profit which the company earns from the blog is very high compare to the fees
given to the person creating it. AUDI did not face problem in getting its blog online
as the blog was properly made and all the ethical points were kept in mind while
making the blog. A blog host is compulsory as this company sends information to
the person who search the name of the company online(Loebler, 2017).
 Customize your blog: the blog created should be properly customized so that it
looks attractive to the viewers. Blogs nowadays are very attractive and people gets
attracted to those places which comes in blog. The culture of blog has seen an
increase in the recent years. Companies are creating blog everyday and all the
competitors of AUDI are also using this source to advertise their product. Blog can
be made creative by using different colors and shapes. Artist can be hired to
decorate and make the blog beautiful.
 Publishing first part: The blog created should be published. Some mistakes are also
seen by the other people related to blog. Various people see the blog everyday. It is
a very cheap way of advertising the company but an effective one. Youngsters as
well as aged people read blogs everyday. Blogs are a good source of information to
people as they relate to them easily. If the first part is hit then excitement for second
part is more and more. If the blog is not hit then the problems should be derived and
it should be corrected then the blog should again be uploaded online on
internet(Mihai, 2015).
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 Promoting blog: the blog can be promoted at different platforms by people. Various
social media like Instagram and Facebook can be used to promote the blog of the
company. Audi used both these platforms to promote its blog online. More people
see blogs online then in any other other place. Countries are becoming handy and
people sitting in one country can see the blogs of all companies and of all countries.
 Earning from the blog: After a certain views the company gets paid for getting
views. The company gets paid if more and more people see its blog. Audi earned a
huge sum of money for its blog. By seeing AUDI many competitors started
blogging for their companies too. People have very less time to see newspaper and
everything is going online so people prefer to see blogs and if they like it they share
and comment it. AUDI A6 sale has increased from blog as various people saw the
blog and they purchased the car by seeing it(Pike, 2015).
Audi has never failed to amaze its clients and customers. The company has not become a market
leader without any reason. With the company's latest offering it is ready to rule the streets but
this time it's not as easy as you think. The auto mobile giant is facing huge competition from its
rivalries like BMW, Mercedes Benz, Mini Cooper and many others. The company has lost its
major market share to Tesla id the United States of America and now it has become imperative
for them to become the leaders again and this can be done in two ways. First being, to deliver a
great car with great looks, power packed features and not over priced in comparison to its
competitors. The second being, to market the product in right manner(Rogers and Davidson,
2015).
The company has always been an active follower of advertising the product. Advertising
is done through various mediums like Television, social media, Newspapers and direct mail. In
the past the company has also been following public relation technique to promote the car but
there has not been a significant improvement in its sales. Moreover, the cost of promotion is very
high and is nothing less than a liability for the Audi Motors.
Lately, the company has been observing the latest trend of marketing a product, be it big or
small, the best way to promote is by writing a BLOG!! Yes, you read that w rite, a blog. Main
reason for considering writing blog is that it is super cheap and it can reach to literally anyone at
no cost through internet(Shaw, 2016).
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All you need is a motto blogger or a good content writer to do the job for you. First and
foremost, it is important for the company to realize its target audience then write an attractive
blog mentioning how it is better than its competitors, writing down the key highlights of the car
and do not forget to mention necessary details like price, mileage and the booking date of the car.
The company then needs to choose a lot of social media influencers who can share the blog for
company. To promote the product further, company with the help of these influencers can start
some contest where audience can participate as well(Baker and Hart, 2016).
As a result, it will increase the awareness about Audi A6, people will become curious and would
want to know the speciality of the car.
Blogging is a super cheap and simple way to create awareness for a product, drive traffic
to the company's site and ultimately selling the product. It is not only cheaper but also time
efficient as compared to TV advertisements and newspaper classifieds. The concerned time can
be used by company for more productive purpose.
Even an average person who knows typing can write a blog and the main reason that no one will
ever tell you is that, PEOPLE TRUST BLOGS!! And that's the most important reasons of why
blogs are so successful as compared to advertisements.
In this era of social media, it is important for every company be it Audi or Amazon, to drive
traffic and engagement on their websites(Burford and Chan, 2017).
Lastly, blogs were an important reason for making Audi A6 the best selling luxury car of
2018 and not only it maximized their turnover but also minimized their advertising cost which
they wasted on advertisements for several years(Chaffey and Smith, 2017).
CONCLUSION
From the above study it has been concluded that Marketing is having different processes
and roles which help in development of a business. Morrisons have different marketing mix
which help the firm to grow in right direction. Report also concluded that marketing create value
for the customers and different stakeholder are engaged in impacting marketing activities of an
organisation. Report also includes Communication tools which helped me in many ways and one
of the example is blog post which support marketing campaign in many ways.
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REFERENCES
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De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
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and measurable online campaigns. John Wiley & Sons.
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Online
Processes of Marketing. 2019. [ONLINE]. Available. Through<https://www.google.com/search?
q=processes+of+marketing&source=lnms&sa=X&ved=0ahUKEwjN3dCk9MzjAhWCbX0KHT
2qCLcQ_AUIDCgA&biw=1394&bih=717&dpr=1.1>
Roles and responsibility of marketing function. 2015 [Online] Available through: <
https://smallbusiness.chron.com/responsibilities-marketing-department-69931.html>
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