Marketing Process and Planning for Morrison: A Detailed Analysis

This report provides a detailed analysis of the marketing process and planning for Morrison, a leading supermarket chain. It includes an explanation of the concept of marketing, the roles of marketing function in Morrison, an analysis of how the marketing function works and interacts with other departments of business, and the application of marketing mix on different organizations to achieve business objectives.

Marketing process and
planning

Table of Contents
INTRODUCTION ..........................................................................................................................3
Explanation of the concept of marketing and the description of the roles of marketing function
in Morrison :................................................................................................................................3
An analysis of how the marketing function works and interacts with other departments of
business :.....................................................................................................................................5
P3 Marketing mix applied on different organisations to achieve business objectives :- ...........6
TASK 2............................................................................................................................................9
Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives :-..........................................................................9
Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief :. .11
CONCLUSION .............................................................................................................................13
REFERENCES:.............................................................................................................................14
Books and Journals:..................................................................................................................14

INTRODUCTION
Marketing process is an essential process for a business entity for gaining a strong
presence in the market. It is consisted of all the activities and strategies that an organisation uses
to sell its products or services. There are different types of functions involved in the marketing
process such as – distribution of the goods, promoting and raising brand awareness and analysing
the needs of the people in the market. Its provides a company with a competitive advantage over
other competitors and sustainability to make its process strong in the long run. The following
report is based on the detailed analysis of the term marketing with different parts that are
involved in its process and measures that taken in its planning (Palmatier and Crecelius, 2019).
The chosen company for the following report is Morrison which is a leading supermarket chain
in the world. It deals in vast product line which are consisted of large variety of food, drinks,
clothings and some home wear related products. The company was founded in 1899 by William
Morrison and started as an small stall in Raw son market, Bradford, England. Now the company
is the fourth largest supermarket chain in UK with around 492 stores. The report is divided into 2
part fro clear understanding which are further divided into small and brief topics. It starts with
the analysation of the role of marketing with its relation to other business units. It then compares
some ways in which companies use elements of marketing mix. A marketing plan is then
produced according to the objectives on the organisation. At last of the report it provides a media
plan to support marketing campaign.
Explanation of the concept of marketing and the description of the roles of marketing function in
Morrison :
Marketing is basically the activity of stimulating demand of a product or service from the
market. For creating the most effective impact, the department uses certain different types of
activities such as selection of target consumers, selection of modes and attributes,
communicating , promoting and distribution of the related products / services. Morrison uses
many ways and techniques for marketing and capturing the market. Morrison is one of the
biggest supermarket company in UK with over 110000 working employees in its diversified
stores all over the world. Due to the large presence, the company needs to consider the attributes
and ways of marketing that can help in attracting the customers and worldwide and not

negatively impact on any group of people or particular society. It has used the marketing
function so effectively that it has proved to be one of the main reasons of its success. Marketing
is so important for the company that it considers the activity as its voice though which the brand
itself communicate with the people. It works in enhancing its reputation through several
marketing techniques such as through social media, implementing attractive price plans and
building a deep understanding of the demands of its target customers. Several roles of marketing
department in context of Morrison are as follows :
 Finance – A marketing department needs to consider the factor of finance or money to
get the availability of funds which it can use for the marketing related activities. This can
be according to the monetary resources availability and plans of the business entity.
Morrison's marketing department focuses more on researching the market and
promotional related activities (Cornwell and Kwon 2020). It gets provided with a large
budget for these activities and aims to increase the output lastly though them.
 Market information – The collection of market information is very important to
understand the preference and needs of people. Morrison take it seriously and the study
of its marketing employees comprises of the changing needs of consumers, trends of
market, changing and building of strategies according to the related function. The
measures and activities taken totally depend on the information collected though market.
 Designing of product / service – The marketing team of the related company work in
developing and evolving of its products according to the demands of the consumers. It
also involves the building or selling of any new type of product which was not included
in its product line before. The preference and wants of the consumers are porivded to the
company's production department for development.
 After sales service – The related department or team of the company also offers its
customers with some after sales services. This help in building the loyalty from the
customers. Exchange of the sold products is used as the after sales service by Morrison's
related department.
 Supply chain development – Employees in the marketing department of Morrison are
also responsible for making the products delivered to the customers. Fro this, they work
in building and management of the supply chains that used for delivering the products to
the end consumers. The evolving of world towards preferring online platforms for

buying has increased the importance for developing a efficient supply chain for the brand
(Byrne, Kearney and MacEvilly, 2017).
An analysis of how the marketing function works and interacts with other departments of
business :
For maintaining smooth and efficient working, every department of a business entity
needs to maintain a good inter relation with other functionality department. There can be several
ways in which the different functional departments relate with the marketing division. In context
of Morrison, the interrelation of these sections are defined in the following points through taking
separate functional sections with marketing :
 Marketing with R&D (research and development) – The research and development
section of a firm provide with the information about the market that can be of changing
trends, preferences and some efficient process / techniques and developing of any product
that can be demanded by consumers or technique that can help in making any process
used in business operations easy or. In Morrison, the marketing section provides with
preference of society for any product or service to its Research and development division
for further development.
 Marketing with Human resource – The human resource division of a firm is
responsible for mostly all the employee related activities such as recruiting, training,
managing motivating and retention of them. This division craves for the talented
individuals as their employee as they prove to be effective in its success process by
working with more productivity and in a sensible manner. The marketing function helps
the HR division by attracting the talented individuals to the organisation through various
marketing modes (Vaid, Ahearne and Krause, 2020). The HR division of Morrison also
helps in finding the training programs for its employees according to the marketing
criteria. It gives the society with the information of the available vacancy in the firm that
increases the competition of individuals for the job and helps in getting talents employees
at low packages.
 Marketing with finance – The finance department is responsible for all the finance
related activities such as – finding efficient investment sources, managing the accounts
and forming and allocating of the budget. The marketing department relates with it as for
marketing activities it needs funds, the more the availability of budget with the division,

the better quality of promotional activities, effective campaigns and market study it can
do and the authority of providing the budget is in hands of the finance section. The
related division provide with its plans and strategies to the finance section and gets
allocated with the budget.
 Marketing with production – The production sections handles all the manufacturing
and some other actives involved in the process of making the product and service ready
to be sold overall converting a raw material into finished goods. Morrison's production
department concludes all the related actitivtes and making sure of the availability of raw
materials and tools needed in the process of production (Grier, Thomas and Johnson,
2019). It relates with marketing as the marketing section provides it with demanded type
of product / service from the people to get it done so that it can be sold it the market. This
department also help the production section by working in marketing the ready products
by it and making the consumers aware of the satisfaction they can provide to them.
P3 Marketing mix applied on different organisations to achieve business objectives :-
Marketing mix can be said as the set of tools used to analyse the marketing elements to
make a competitive edge over other competitors and effectively connect with the customers. The
extended marketing mix consists of 7 factors that together from the term. For clear understanding
of the marketing mix and how efficiently the chosen company Morrison uses it, following is the
detailed version of marketing mix of Morrison and its peak competitor ALDI which is a well
known supermarket chain with over 10000 stores in 20 countries The marketing mix of both the
companies is explained in a tabular form :
Elements of
marketing mix
MORRISONS ALDI
Product The entity consists of a large
product line. It mainly deal in
food related products such as
dairy, drinks, fresh vegetable and
fruits. It also consists of many
different segmented products
such as – home wear and
The ALDI supermarket brand mainly
deals in the food related products with
a high availability of choices. It claims
to provide affordable product of
quality but lower prices than that of
the competitive supermarket. Its main
source of getting the product are the

clothing. This vast product line
provides the customers with
great number of choices and help
in fulling their needs and wants
in a big extent (Burke, 2018)
local supplier of the product which
allow it to buy from them and rename
their brands as their own. Some other
products it offers are- health, beauty,
clothes and some electronic products.
Price For maintaining its strong
position and getting a
competitive edge, the
supermarket giant focuses on its
price and try using several types
of pricing strategies that can help
it completing its objectives. It
focusses on providing goods
with similar prices as that of the
competitors but with providing
high qualitative goods that are
not provided by others (Samiee
and Chirapanda, 2019). Some of
the pricing strategy it uses are
cost leadership and pricing
building strategy.
The brand focuses on using minimum
pricing strategy. This provides it with
a competitive advantage by attracting
the customers form other supermarket
due to less prices. It uses various other
types of pricing strategies too for
gaining a large share of market. Some
of these are : Unit pricing strategy –
for grocery related products to make
the comparison easy, market
penetration – this leads to charging
low prices for its new products so that
they can quickly gain market share by
attracting customers and last is
psychological pricing – this consider
making a minor different in the prices
that are perceived by the consumers as
huge difference for example 99 cents
instead of 1 dollar.
Place and
distribution
Morrison is headquartered in
England. It serves all across UK
with the most revenue generation
form England only. It also have
appearance in some other
countries around such as
ALDI group is placed through 11000
of its stores which are geographically
diversified in 20 countries. It is
focusing on increasing its presence in
Britain and roughly opens a new
stores every week in the country. It

Scotland and Gibraltar. It serves
the customers through around
500 of its stores handled by over
110000 number of employees.
AS being fresh products one of
its basic selling products, it
maintain a flexible and fast
supply chain. Fro smooth
distribution it has partnered with
a delivery company.
works in focusing on minimising the
wastage that happens in transporting
the goods to its warehouses, stores or
to customers. Considering the beliefs
of the society, it works in maintaining
a regional appearance identity through
naming its stores according to the
region.
Promotion Morrison gives a important
concern to promotional and use
several ways of promoting its
brands and the related products.
Some of the promotional
activities sued by it are – making
its stores pleasant, attractive
pricing strategies and online and
offline marketing though
banners and advertisements.
Aldi works in adopting the
promotional actives by focusing on
the prices incurred to maintain the low
prices and do not put force on
customers spendings. It does not even
use a marketing department in some
of its appearance. The main
promotional activity used by it is
discounting and says it as 'Super
buys'. For informing the customers
about these super buys, it uses email
marketing.
Physical evidence For smoothness of this factor it
operates one national and seven
regional distribution centres.
Some of its physical evidence
are – supermarkets, Morrison's
M local, manufacturing units and
online website.
Aldi also uses some national and
regional distributing sectors. Most of
the goods in its stores are of its own
brand. For clear identity of the
products and its physical evidence it
uses some distinct colour packaging.
Its website also helps in showing the
product line.

Process It uses different channels in
online platforms and distribution
for improving the experience of
customers (Sharma, Nasreen and
Kumar, 2019). To hold the
customers and diversifying the
function of marketing team, it
offers lowest prices on mainly
permanent basis.
It maintain a sheer and classified
layout which divided the product
sections efficient which makes the
process of finding the commodities to
customers easy and this also needs
less availability of employees on
sections. It has a smooth operational
efficiency and to reduce the timings
required for buying commodities, it
provide larger barcodes for quick
scanning and limited number of
choices between same type of
commodity.
People For connecting with the people
and build its community, it
works in hiring the local people
of the area in its stores. It serves
around 12 million people on
weekly basis.
It maintain a good working
environment and works in keeping its
employees happy. It provides them
with more salaries and also with on
the job trainings so they can deal with
the customers more efficiently. Its
customers service is lower comparing
to its competitors.
TASK 2
Develop a marketing plan that includes key elements of marketing planning for an organisation
to achieve marketing objectives :-
A marketing plan is a data or a blueprint of a business entity consisted of strategies and
tactics that has been made to attract the customers of the market and gain a competitive
advantage. Morrison is concerned towards making the most effective and efficient marketing
plan as possible. The different marketing related activities in it are based on this plan.
Overview of Firm – Morrison's is a global retailing brand started from a small market in
England and now is of one the country's leading supermarket company. It is listed in London

Stock Exchange and being traded as a well known share. It has high value of revenue generation
with around 17536 million Euros in 2020 though its vast number of stores and employees.
Mission :- The firm's mission is to become the most revenue generating and leading
supermarket chain in UK and also to increase in strong presence in the global market (Kannan,
2017).
Vision – Morrison's vision is to connect with the consumers of the market though providing
them super quality and best products at low price which also full fill the wants and needs of
them.
Marketing Objective – The objective of Morrison is to provide its customers with the most
amount of satisfaction level though maintaining its profit margins.
STP Approach – This is a modal used to improve the making and executing process of
marketing strategies. Following is the STP modal of Morrison :
 Segmentation – This factor tells about the making of segments in the market according
to the preference, needs and spending power of the consumers (BACIK, GBUROVA and
MIKULA, 2018). For targeting the ideal range of customers, Morrison uses segmentation
based on the geographies between the urban and semi urban people.
 Targeting – This is the second function done after segmenting the market and is used to
target the best audience according to the brand's objective and ability of fulling the needs.
Morrison uses mass media targetting tactic to target the whole market.
 Positioning – This is the element of presenting the products or service of a company in
front of the consumers. Morrison by making their products as medium work on making a
strong relationship with its customers.
SWOT Analysis of Morrison :
Strengths :
 The large product line is a strength of the company as it provides the consumers with a
vast choice and they can full fill their most wants though a single store such as getting
clothes, food and drinking commodities (Komari, Sularso and Sumiati, 2019).
 Its efficient supply chain that is needed in the distribution process of its commodities is a
strength that provides the customers with more value and makes the process easy with
less time consuming.
Weakness :

 The geographic coverage of the firm is very less according to its profitability and power
to expand.
 The legal issue relating the rights of farmers has affected the reputation of the brand
Opportunities :
 Its high revenue collection provide it with the chances of expansion in other
demographics
 The market for organic products is increasing in the world and it provides the opportunity
of increase its private labelled organic commodities (Sugiono, Nurwulandari and Junita,
2021).
Threats :
 The retailing industry deals with a high and complex competition
 The leading market share of online retailing companies has provided with a threat to
physical retailing stores
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Initial money 20000 10000 6000 5000
Investment 15000 12000 8000 15000
Total 35000 22000 14000 20000
Sales
publicity
1000 3000 1000 4000
Promotion 3000 2000 6000 1000
Marketing
outlay
6000 6000 4000 4000
Direct selling 2000 1500 3000 3000
Total 12000 12500 14000 12000

Produce a media plan that includes recommendations and rationale for selected media activities
that meet budgetary requirements and objectives of a marketing campaign brief :
This is the process of identifying and making the best type of media plan that can help in
attracting a lot of audience, providing knowledge about the related commodity or brand itself and
raising the brand awareness of the related company (Marín Fernández, 2018). This includes a lot
of consideration such as analysing the way, duration, mode which can get the most popularity.
The process of making of a media plan includes many different activities which are needed to be
considered fro making a effective one. These are identified in the below points :
 Campaign type and rationale – This is one of the most important and first elements
considered in the related process. Morrison's campaigns are designed with the motive of
improving its brand image considering the healthy ways. The organisation has been able
to increase the sales volume and improve the brand value though this.
 Objective – The building of a media plan is based on a objective which must be visible
in the plan only at a flourishing level as the consumers are concerned about their
fullfillemnet of satisfaction and not for the growth of the company. Considering this,
Morssion has shown the healthy and tasty products in the advertisements. The objective
of the firm is to gain market share not only in the native country but on a global level.
 Target audience – This elements tells about identifying and using of the modes and
ways that will be more efficient to be used by the target consumers. Making of a high
priced media plan can not affect the entity positively and was of no use if it was not
viewed by the target audience. Considering this, Morrison use family and love building
advertisements according to its target customers.
 Medium of marketing campaign – This helps in selecting the category of media plan.
Some types of mediums that are used by Morrison are – social media, websites and
emails (Habibi, 2017).
 Content – This factor consists of the mission and vision that mould the content of the
plan. Morrison uses content that depict a beautiful message and heath beneficiary factors
in making of its content.
 Running time – a ideal time used in the showcasing of the media plan must be
considered by Morrison's depending on its concerned factors.

 Media budget – A amount of investment must be concluded that can be proved as an
investment and give multiple time of returns (Mahdizadeh, Borojerdi and Asgarzadeh,
2019).
 Recommendation – Morrison is recommended to consider all the internal and external
factors that can affect the society or even its employees before launching of the media
plan.
 Justification – Morrison must conclude of the feedback and review system to get with
the needed changes that be make the plan even better,
Particulars Amount
Equipment 180000
Advertising 42000
Promotional tools 12000
Media house 12000
Total 246000
CONCLUSION
From the above report it has been concluded that, marketing is a vast topic and an
essential element of business process. There are many different functions of marketing such as
promotion and distribution. There is also a inter relation of different departments or functions
with it for effective working. There are 7 ps that help in telling about the detailed version of
analysis of the marketing related factors of a business entity. A marketing plan and media plan
are two strategic management tools that helps in effective steps that can be taken to get a
competitive advantage.

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