Marketing Management: Strategies and Effectiveness of Morrisons

This document discusses the importance of marketing management in promoting a company's growth and competitiveness. It focuses on Morrisons, one of the largest supermarket chains in the UK, and explores its marketing strategies, including segmentation, targeting, positioning, marketing mix, and relationship marketing.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
EFFECTIVENESS OF MARKETING STRATEGY.....................................................................3
The role and contribution of marketing:......................................................................................3
The different business objectives of Morrisons are as follows:..................................................4
The role of marketing in Morrisons company:............................................................................4
SEGMENTATION, TARGETING AND POSITIONING.............................................................5
Methods of marketing segmentation...........................................................................................5
MARKETING MIX.........................................................................................................................7
RELATIONSHIP MARKETING....................................................................................................8
RECOMMENDATIONS.................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing management refers to the sole purpose of dealing with all the principles that are to be
adopted in taking policies for promoting marketing in the company. Marketing management is
very essential for every company that is operating and different industries (Mothersbaugh and
et.al, 2019). There seems to be a greater competition in the marketing world and therefore with a
perfect strategy the company can endure competition and can stand firm for over a long run. The
entire report deals with the aspect of marketing management and its importance along with the
factors that are required for it to stand firm. The company that is adopted in this regard is
Morrisons. Morrisons is one of the largest Supermarket chains in the United Kingdom. It is
regarded as the fourth largest Supermarket chain with its headquarters in Bradford, West
Yorkshire England. It is said to be established in 1899 by the Founder William Morrison. The
Morrisons company marketing strategy seems to be one of the most authentic out of all the
supermarket chains and made it one of the best retailers among the lot.
EFFECTIVENESS OF MARKETING STRATEGY
Morrisons is regarded as one of the largest Supermarket chains in the United Kingdom and its of
the firm Supermarkets out of the lot (Morgan, 2019). Marketing strategy with regards to
Morrisons is said to be a crucial factor that the company is maintaining till date. The company is
expanded into different branches and is operating in UK with a good stock exchange. The
company is known for its greatest accomplishment of being one of the best food suppliers and it
supplies usually deal with the Frozen Food materials and that is where the customers have drawn
their base. Marketing is said to be one of those essential factors of every industry and it is the
only medium in order to serve its customers. There seem to be different population, communities
and commodities that will come under different aspects and since Morrisons being one of the
supermarket chain will have to be able to reach its customers.
The role and contribution of marketing:
Morrison is said to be one of the most visioned organisations which is moving forward with its
growth trajectory always pointing high (Li and et.al, 2021). The vision of Morrisons is different
and better than ever. With this particular vision at is always trying different practices in order to
reach its customer demands. Because of this particular demand the company is in one of the most
fabulous race of being the fourth largest retailer. The value that is given to this particular vision
is enormous and its strategies are seamless in developing aspects.

The different business objectives of Morrisons are as follows:
The revenue that is generated by Morrisons is said to be enormous. The company's major aim is
to put all its revenue in the food specialist sector where the company is known for its Frozen
Food Supply since this retailer is one of the best quality maintaining service. Customers are very
enthralled upon the measures that are taken by the company in order to safeguard the quality of
the particular food for over a long run (Rutz and Watson, 2019). This is one of the best step
towards the growth and is also an aim and objective of the business. Morrisons company's main
marketing strategy is to take to the depth of it customers its policy of providing the cheapest
goods ever and therefore people from all the demographics can easily shop from this particular
supermarket. When there is a supply of cheap products for people and then the super market is
said to be involved in filling their needs as well as increasing their customer base. This is the
second step that the company is taking and looking forward in the growth aspect. These business
objectives of Morrison stand firm from other marketing strategies of all organisations and this
made the organisation stand unique.
The role of marketing in Morrisons company:
Marketing is said to be occupying the major role in supermarkets. Since Morrisons being one of
the retailing sector and the retailers are said to be one of the most prominent ones in the
industries which generate revenue at a large rate (Olson, 2018). For this particular type of
companies there seems to be a good marketing strategy that is dedicated to its growth. Morrisons
marketing strategy completely focus upon the different departments and their movement. This
focus is to bring improvements upon the task that they performed on daily activities. The
company adopted the policy of direct and indirect marketing. Through this direct marketing
facilities it reaches different commodities where the staff that is being recruited in the
organisations will come in direct contact with the customers and the other business and explain
reasons and the products that are present in the organisations. Through indirect marketing it will
also come close to the commodities through the medium that is used for them to communicate
with. This type of communication is a part of marketing and will play a major role in improving
their customer base (Assimakopoulos and et.al, 2017). When there is a good customer base then
the pace of the company is said to be at the perk.

SEGMENTATION, TARGETING AND POSITIONING
There seems to be a strong marketing base that is created by the company Morrisons. Morrisons
is regarded as a fourth largest supermarket chain with its strategies that it has implemented over a
long period of time. For Morrisons to be one of the best retailers it has different factors that has
contributed towards broadband. The segmentation, targeting and positioning with regards to any
company is said to provide the information regarding different aspects of its dealings. The
retailers are said to be one of those best prone growth prospect dealers where they adopt different
strategies in the segmentation, targeting and positioning. For it to be the largest sector this is said
to be a crucial factor they considered for a long period of time. Their business entirely depends
upon the type of segmentation they adopt.
Segmentation: Morrisons segmentation at first smiley segmentation being the grocery
supermarkets and its major unique idea lies in its supply of frozen food (Palmatier and Crecelius,
2019). This idea is particularly not dealt with any other supermarkets and therefore it helps the
company to flourish in all these major prospects. Morrisons being one of the fourth largest
supermarket chains in the United Kingdom with its best policies of maintaining quality and fresh
food supply of its frozen unique ideas of food supply has dealt with enormous challenges yet
they never cease to identify the means and negativity upon dealing with circumstances to close
the firm. Although there are a lot of challenges yet it is running through where the company
never step back words in implementing choices of maintaining proper food supply and that has
made the company to deal with the broad prospect today. Morrisons strategies has created in pipe
over a long run and this impact will be a good competition for the upcoming retailers along. The
segmentation of Morrisons is seemed to be one of the geographical segment which targets people
that are operating in the United Kingdom and will act as the best supplier to all these
geographical aspects.
Methods of marketing segmentation
The company has always and increased revenue upon every year. The company is also aiming
towards capturing good market share in the coming days with its segmentation strategies. The
market segmentation of Morrisons is said to be a divisional one where it gets divided into
different aspects of segmentation. The different market segmentation with respect to Morrisons
is as follows:

Behavioural segmentation: The behavioural segmentation of Morrisons said to be dealing with
the different attitude and the prospect of its customers. There seems to be great customers on a
large basis for the company Morrisons who purchased items from the supermarket regularly. In
order to maintain a good customer base the company always step ahead and understand the
behavioural patterns of its customers and that is what lead to the aspect of developing a strong
customer chain. Knowing the behavioural patterns, the market can easily collect the database and
this service can also be useful in maintaining the type of products that are well suitable for its
customers (Samiee and Chirapanda, 2019). Providing customers with their particular needs can
improve the fertility of the companies and therefore the sales can increase and contribute to the
growth of the company. Therefore, the behavioural segmentation plays a major role in
identifying the choices of the companies over the customers perception which plays a major and
a crucial role.
Physiological segmentation: Physiological segmentation is said to be the one that is
independent upon the lifestyle and motives that are related to customers. The physical
segmentation of the company can identify and get to know different lifestyles of its customers.
Since Morrisons being supermarket-chain it will have to continue to improve producing products
that will suit the lifestyle of different people. There are commodities and communities that will
follow various lifestyle which differ from one another. In order to meet its customer
requirements it will first have to identify the choices and the pricing strategies to maintain from
cheapest to the best premium policies. With this particular physiological segmentation the
company is said to be in an urge to fulfil the motives that are related to employer satisfaction.
Meeting this physiological segmentation is said to be one of the milestone in the area of
Morrisons.
Targeting: in the aspect of targeting the company Morrisons focused upon the different
demographics where it will get to know the locations as well as the market coverage which helps
to identify the different set of people that will gather upon maintaining the process of buying
products from Morrisons. There seems to be different lifestyles and occupations that are dealt
with different age groups. Different age groups are said to be with different policies in regards to
each other and therefore there is a lifestyle that is followed by many. In order to meet the
demographics of the people Morrisons majorly targets to provide things that will meet their
expectations.

Positioning: based on the aspects of segmentation and targeting the company has focused on
maintaining its positioning since being the fourth largest retailer and is focusing upon reaching
greater heights and to reach its crest. With its greatest and unique ideas the market chain is said
to be reaching the mark of being best supplier and satisfying its crowd.
MARKETING MIX
Marketing mix is identified as the crucial component in dealing with the marketing strategy of a
particular business or an organisation. With marketing mix there are certain entities that can be
triggered in the best way possible. Being retailers the marketing mix will help to identify certain
factors that will contribute to its growth prospects. The marketing mix of Morrisons is as
follows:
Product mix: The first and foremost of marketing mix is the product mix. The Morrisons
company been one of the largest supermarket chains is best known for its quality product
supplies. In order to expand its supply to a long customer base and increase its position of
providing the goods more easily to increase its sales is the first prospect. Products are to be more
convenient and to be included as a part of the activities that are to be purchased by the
customers. Based on the demands the company focus on using and selling good with customer
satisfaction being their first priority. With this the sales will grow as well as the growth will be
broadened.
Price mix: prices said to be one of the major criteria for customers to choose a product.
Therefore the company will have to initiate cost effective measures in order to increase their
customer base. This is being followed by the company Morrisons to a very great extent and
therefore the pricing is negotiable and there can be different people at all instances can buy
products from the supermarket. The company offers products at cheaper price which will not
affect the quality of the product. This is the formula that Morrisons company is said to be
maintaining. Also the company at regular intervals of time gives discounts and their coupons are
said to be best valued at various times.
Promotion mix: Promotion is said to be one of the important aspect that is to be dealt with the
company. With the promotional strategy Morrisons focuses upon reaching wider customer base.
The promotional techniques that are adopted by Morrisons are direct and indirect marketing
(Goncharova and et.al, 2019). Through direct and indirect marketing Morrisons focuses upon

expanding their broadband to a great level. They can directly made the business as well as the
customers and explain their prospect in order to gain them.
Place mix: Place is said to be a major concern for every supermarket. In order to maintain its
business in the right way possible the company must first be available to all its customers.
Morrisons is well aware of its place mix and therefore in order to carry out its policies and
operations it has maintained its base and is available to all sorts of people. There is no
negotiation with regards to place since the distribution channel is available to all kinds.
RELATIONSHIP MARKETING
Relationship maintaining strategy is set to be a common factor that is dealt with many
Supermarket chains. The relationship maintenance of Morrisons plays a major role in identifying
its customers. There seems to be different factors that are associated with the company upon
dealing with the relationship aspects. The policies that are adopted by Morrisons in order to deal
with the relationship aspects are as follows:
Advertising and Marketing: Morrisons strongly believe that there needs to be a continuity and
dealing with its customers. With a particular approach the company always introduces new
products that will draw customers towards them. In order to take the new products into
customers the company focuses upon advertisement and marketing as one of the most common
relationship maintaining aspect with customers. By advertising products the company can make
its customers to identify the newness in its dealings. In this manner the company can always be
in a relationship with their customers perception of involving things and inculcating their
mindset with their product.
Engagement with customers: the second most common method that is adopted by the company
Morrisons is to engage with its customers. There seems to be samples of distribution and also
kind of promotion that is being adopted by the company in order to deal with their customers.
The employees of the company Morrisons will properly in cubit the policies of coupons and the
way they sell it will be incorporated in their customers. Through this the company can maintain a
pace.
Monitoring at regular intervals: One of the easiest forms of ensuring relation with customers is
to maintain a monitoring aspect. In order to monitor the company will have to first train its
employees in order to deal with its customers. The employees of the company will have to
review and also suggest at times to the company such that they can provide things that are

necessary for them. With this recommendations the company can develop even more over a long
run. In order to maintain the growth prospects the company will always monitor things that are in
regards of its customers. A proper customer centric approach is the monitoring policy of
Morrisons.
RECOMMENDATIONS
Reducing the shrinkage: The first and foremost recommendation for the company Morrisons is
to reduce its shrinkage by not letting their employees go out from the mark of being the best. The
company will have to focus upon its mark of being the best by not just maintain their check over
the customers but also its employees. The formulas that are employed by company Morrisons
will not have to be theft oriented by employees. Therefore, a complete monitoring on its
employees every now and then will safeguard the information at regular intervals. This seems to
be incorporated in the company in order to deal with negotiations and also move ahead in growth
prospects.
Increase sales opportunities: Like any other retailers, sales is one of the major criteria for
Morrisons. Therefore the product orientation that it has incorporated in the company will have to
deal with the aspects of sales there are different aspects that are related upon increasing their
customer base. The company will have to inherit the policies of incorporating customer-centric
approaches that in regards to the company will leave it to deal with circumstances that are dealt
in more possible manner. Company will have to adopt new techniques other than the old ones
and also maintain accuracy and increasing their customer base. The aspect of increasing their
customer base is to increase their sales which is indirectly proportional.
New products: Introducing new products every now and then the company can maintain its
customers from going out. Morrisons will have to deal with introducing new techniques and new
products that will probably increase amounts of customers (Zhu and Gao, 2019). Whatever kind
of policy that is adopted by Morrisons is related to customers since its sales are mostly dependent
on it. Therefore, the centric approaches that of introducing new products other than the same old
techniques can be helpful in turning the company to be one of the three largest retailers. The
company is already in the lane of being the fourth largest retailers and with its policies of
innovative new products introduction the company can secure place of top second position.
CONCLUSION

The entire report concludes upon highlighting the factors of marketing strategy. The report
explain the prospect of marketing strategy and its importance. The different components that are
included in marketing strategy are put forth in the report with examples of Morrisons company.
The report explains new effectiveness of marketing strategies and that whether regards to the
company Morrison. With the report one can easily understand how effective measures Morrisons
has adopted to be one of the fourth largest retailers. The different business objectives that are
adopted by Morrisons is being depicted in the report which can help to understand the aspect of
marketing strategy. The segmentation, targeting and positioning will help the various factors of
segmentation and different divisions in it. One can easily understand the segmentation,
positioning and targeting. The marketing mix is being depicted in the report which helps to
identify the product, price, promotions and place mixes that will make up a company's marketing
mix. Perfect relationship marketing is put forth that will bring forth different relationship
marketing strategies that are adopted by Morrisons.
ABSTRACT
Marketing strategies play a very important role in promoting the products and services of
the companies and to reach a larger number of people. The different marketers implement
different marketing strategies in order to perform the marketing of the organisations’ for which
they work for. The competition in the retail industry of UK is increasing day by day due to
which there is a need for effective and innovative marketing strategies in order to gain
competitive advantage. The report aimed at analysing the effectiveness of the marketing
strategies which are developed and implemented by Morrisons which is considered as one of the
best supermarket retailer in UK performing its operations worldwide. The company deals in the
frozen food materials, which is considered as its primary strategy. The report also shed light on
the role of marketing in the companies especially Morrison along with mentioning the major
objectives of the company. The major objective which was focussed is that the company
provides cheapest products so that they can be affordable by the people of every class. It also
focussed on the Segmentation, Targeting and Positioning which are done by Company by
analysing the various types of segmentation such as physiological, behavioural etc. The
marketing mix of the company is also highlighted and described including the Product,
Promotion, Place and Price which are considered as the main strategies of the company. It also

elaborated the relationship marketing such as advertising, engaging the customers and
monitoring the strategies of marketing at regular intervals etc. The report overall focussed upon
the ways in which Morrison strives hard to differentiate itself in all the aspects for gaining larger
competitive advantage and also to become the leader of the emerging retail industry. Various
recommendations were also provided including the increasing of the sales opportunities,
developing new products, reducing the shrinkage etc. This can help the company for increasing
the profitability and the overall customer base.

REFERENCES
Books and journals
Mothersbaugh and et.al, 2019. Consumer behavior: Building marketing strategy. McGraw-Hill
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Morgan, 2019. Research in marketing strategy. Journal of the Academy of Marketing Science.
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Li and et.al, 2021. Social media marketing strategy: definition, conceptualization, taxonomy,
validation, and future agenda. Journal of the Academy of Marketing Science. 49(1). pp.51-
70.
Rutz and Watson, 2019. Endogeneity and marketing strategy research: an overview. Journal of
the Academy of Marketing Science. 47(3). pp.479-498.
Olson, 2018. The application of human resource management policies within the marketing
organization: The impact on business and marketing strategy implementation. Industrial
Marketing Management. 69. pp.62-73.
Assimakopoulos and et.al, 2017. Effective social media marketing strategy: Facebook as an
opportunity for universities. International Journal of Retail & Distribution Management.
Palmatier and Crecelius, 2019. The “first principles” of marketing strategy. Ams Review. 9(1).
pp.5-26.
Samiee and Chirapanda, 2019. International marketing strategy in emerging-market exporting
firms. Journal of International Marketing. 27(1). pp.20-37.
Goncharova and et.al, 2019. Brand platform as an element of a company marketing strategy.
International Journal of Supply Chain Management. 8(4). p.815.
Zhu and Gao, 2019. Precision retail marketing strategy based on digital marketing model.
Science Journal of Business and Management. 7(1). pp.33-37.
Online
Marketing strategy of Morrisons: [Online]. Available through: < Morrisons Marketing Mix (4Ps)
Strategy | MBA Skool-Study.Learn.Share. >
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