Marketing Process & Planning for Morrisons: A Comprehensive Guide

This article provides a comprehensive guide on the marketing process and planning for Morrisons, the fourth largest supermarket chain in the UK. It covers the meaning of marketing, different areas and roles of marketing, interrelation of marketing function to the wider organizational context, marketing mix applied on different organizations, and a marketing plan that includes key elements of marketing planning for Morrisons to achieve marketing objectives.

Marketing Process &
Planning

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
PART 1............................................................................................................................................1
P1 Explain the meaning of marketing and the different areas and role of marketing.................1
P2 The interrelation of the marketing function to the wider organisational context...................1
TASK 2............................................................................................................................................2
P3 Marketing mix applied on different organisations to achieve business objectives :- ............2
TASK 3............................................................................................................................................5
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives:-............................................................................5
TASK 4............................................................................................................................................7
P5 Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief.......7
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing means those perspectives which are used within an organization to improve its
stability within market. This aspects helps organizations to create brand image, customer
satisfaction by selling its goods and services. Marketing helps organization to attain competitive
edge within market by enhancing various techniques related to promotion and advertising of
products or services offered by an organization. The scope of marketing is wider as it directly
impacts growth of organization within market. The selected organization within the report is
Morrisons founded in the year 1899 and has been operating as fourth largest supermarket chain
within UK. It has headquarters in Bradford, UK having 492 stores within the nation, founder of
this organization is William Morrison. The report is based upon roles and responsibilities of
marketing department with business functions. Further, marketing mix tool and marketing plan
over respective organization has been made . In the end media plan has been made for
developing marketing campaigns.
MAIN BODY
PART 1
P1 Explain the meaning of marketing and the different areas and role of marketing.
Marketing is the process which is used by firms over taking actions which makes
identification over needs, demand and problems of customers are solved in effective way by
using techniques in order to identify potential customers for targeting market(Bran-Piedrahita,
Valencia-Arias and Palacios-Moya, 2020). The business of Morrison organization has become
fourth largest supermarket chain and has been operating across glob. It has around 110000
employees that work across glob with 6800 stores. The reason of success of this organization is
functions performed by marketing department. This makes marketing improved at both local and
global level. In context of Morrison, its marketing department various functions of marketing has
been discussed as follows:
 Finance :- Finance function has important role to play within operations of business
functions. In marketing finance is required thus marketing department of an organization
mus form budget which leads towards making all activities regarding promotion of goods
and services performed effectively. The marketing department of Morrison organization
give more weighted over its promotional strategies and research development ideas.
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Finance is used for arranging of raw materials which are used within promotion like
software and hardware. Thus appropriate budget is required to be formed with sustainable
use of money.
 Market Information :- The workers and staff members of Morrison company work
over marketing department which makes collection of information done that is important
for them. The study of marketing includes market trends, needs of the consumer,
strategies to face the competition in the market and many more. This information is used
by marketing team for analysing opportunities of marketing within particular market.
 Market Planning :- The planning is done over marketing team within respective
organization that makes effective aspect covered more effectively(Brooksbank, Subhan
and Miller, 2018). This plan is prepared by department of marketing as needs and
preferences of customers which are identified as demands. Also, marketing plans makes
working possible over different factors related to customer satisfaction that makes long
term sustainability achieved for organization like Morrison.
 Designing and evolution of product :- The marketing team of Morrison organization
has developed its products as per needs of and wants of customers. In relation to
information collected by team members of marketing department has made product
development possible as per the market conditions. Also, geographical locations is
identified while designing and evaluating product by Morrison.
 After sales services:- The employees working in Morrison organization within
marketing department requires to do after sales services like exchange of goods and
services that has been purchased by them. It not only makes organization performance
improved but creates customers satisfaction which increases with sales.
 Supply chain management :- The marketing department of Morrison company holds
responsibility over managing logistic. Team members of marketing department is
appropriate decisions which makes product to end consumers. In context of Morrison, the
marketing department of respective organization uses online and offline methods helping
in reaching to its customers. Physical stores has make development done of warehouses
where all products are stored for online and offline stock supply as per consumers order.
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P2 The interrelation of the marketing function to the wider organisational context.
The first and the for most goal of the all of the branch of the organization is to work
towards set goals with effective strategies and productiveness. The major aspect which leads
towards goals accomplishment is advertising and marketing branch which leads towards
acquiring of market that has been selected. It helps in making advantages attained by business
organizations regarding capturing large customers base(Fotiadis, Mombeuil and Valek, 2018).
Further, marketing helps in attaining employees satisfaction by making them learn skills which
enhances productivity within them. Marketing functions towards forming of strong frameworks
that improves employees sustainability and increases innovation towards introduction of
products and services within market. These functions plays effective role towards increase team
work helping in examine customers by collecting data about products sold by an organization.
Thus it makes competitive advantage achieved which leads towards increasing profit generating
capacity of an organization through its products and sales. In context of Morrison the
relationship of marketing functions in relation to organizations various departments has been
explained as follows:
 Marketing and Finance: The finance branch of organization is important branch which
is used for arranging capital in order to make investment done within marketing
department making their ideas work towards product introduction(Kurnianto and et.al.,
2019). In this department various kinds of funding activities are performed related to loan
and banking. In relation to Morrison organization the finance branch set the price range
for the advertising and marketing branch and offers finance to the advertising and
marketing department which increases quality of campaigns launched by them for
organizations benefits.
 Marketing and Operations: The operations department of an organization is responsible
for handling functioning of marketing department work upon advertising and promotion
of goods and services. In context of Morrison, the advertising and marketing branch is
related to operations branch as they work together to improve mechanism of marketing
department. The operational branch of the organization has to provide the products in
keeping with the first-class widespread that are set the advertising and marketing group.
Due to this the productiveness the goals of organization has been attained with perfection.

 Marking and Human resource: The human resource within an organization is
accountable for recruitment process which is required to be followed for selection of
talented and skilled employees within an organization. In relation to Morrison, the HR
professional is accountable for salaries of advertising and marketing department
employees. Also, they are responsible for making knowledgeable employees selected for
making advertising with promotion done more effectively.
TASK 2
P3 Marketing mix applied on different organisations to achieve business objectives :-
Marketing Mix 7P's
Marketing mix means tool that has been used within an organization for promoting
goods and services within market(Lidstone and MacLennan, 2017). This makes communication
done in effective manner by improving framework of marketing department. Further,
comparison of marketing mix in relation to Morrison and ALDI has been done as follows:
Elements MORRISONS ALDI
Product Different forms of product has been
supplied through various means to
its customers that makes customer
select the quality choice which
fulfils demands of customers in
more effective manner.
The ALDI agency specially offers
within the retail items. The agency
now no longer best provide the
exceptional first-rate items to their
purchaser however additionally offer
exclusive styles of highly-priced
matters to the stop purchaser.
Price Different forms of segments are
targeted of potential customers by
providing them with less price. This
helps customer base enhanced.
Different forms
of pricing techniques like value man
agement and
In addition to this agency additionally
offers within the alcohols, vegetarian
in addition to non-vegetarian
merchandise
Most of the goods wherein agency
offers are of common first-rate and
common price. The control of the
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pricing constructing approach has
been observed by an organization
which makes corporation target its
customers as per sales and profit
ration from product.
Morrison agency observe the
aggressive pricing method so as
determined the charges to their items
and offerings within the market.
Place The headquarter of the Morrison
corporation is located within the
England and the corporation
majorly cognizance on the ones
customer who truly wishes the
commodity(Moosavi Tabatabaei,
Sadjadi and Makui, 2017).
Company has round 6800 shops all
throughout globe and similarly to
this one hundred fifty plus comfort
keep with suitable distribution
channel.
Company provide their offerings in
greater the 18 nations and in
conjunction with this agency have
around 8000 bodily shops all
throughout the globe. With the assist
of those stores they efficiently
operates their on-line operations.
Promotion Different forms of online and
offline promotional techniques has
been utilized by the corporation as a
way to sell their product within the
market . Social media strategies and
virtual advertising marketing
strategies has been utilized by the
corporation to boom the customer
base from its sales.
For selling the products and offerings
the advertising and marketing branch
of the agency greater cognizance at
the adopting the communique
approaches. Different styles of
campaigns and festivals has been
advanced via way of means of the
agency to unfold the blessings of the
goods to the purchaser.
Physical evidence The control of the Morrison
corporation particularly cognizance
at their shops and most significantly
at the surroundings of the shops. In
In the bodily stores of the agency,
they now no longer best hold their
personal logo merchandise however
additionally hold the opposite logo
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addition to this appealing packing
strategies and consumer pleasant
strategies has been utilized by the
corporation as a way to appeal to
the customer.
product. The most important
cognizance of the agency is to earn
increasingly profit.
People For dealing with the gifted
personnel of the corporation, one-
of-a-kind forms of programmes like
personnel welfare programme and
co-workers privileged playing cards
has been evolved via way of means
of the corporation to maintain the
expertise within the
organisation(Nikta, 2019). The
fundamental motive of the
corporation for growing the product
is to maintain the consumer
continually happy and happy.
For coping with the staff of the
agency, the control offer greater
salaries to their personnel in contrast
to their competitor. They offer
education to them and paid greater
emphasis at the personnel want and
wants.
Process The items and offerings that are
evolved via way of means of the
corporation accomplish the pride
goal. In addition to this powerful
deliver chain system and on line
distribution system has been
observed via way of means of the
corporation to attain to the
customer.
The format of the goods which can be
advanced via way of means of the
agency is quite simple and clean to
use. Along with this for billing
procedure barcodes techniques are
utilized by the agency which makes
the billing procedure too simple.
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TASK 3
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives:-
The marketing plan that is developed by an organization is based over blue print and
various written documents required for it. Under marketing plan various strategies has been
written over products in more effective manner(Perevozova and et. al., 2020). This helps over
making plan within an organization makes competitive advantage achieved over its competitors.
Overview of Firm :- Morrison company is an multinational retail brand of Europe that has been
listed within London Stock Exchange. The organization is private firm and operates its functions
with 497 stores in UK. The revenue of an organization within the year of 2020 is 17536 million
Euro.
Mission :- The mission of an organization is provided over super quality products according to
needs and wants of consumer.
Vision :- The vision of respective organization is based over making most valuable firm within
retail sector that makes consumer settled within global market.
Marketing Objectives :- The
The first and the foremost objective of the company is to provide best quality products to their
product. In addition to this they also focus on increasing the profit margins of the company by 10
% and along with they more focus on the innovation and the market trends.
STP Approach: The STP version has been utilized by the distinctive varieties of enterprise that
allows to enhance and execute their advertising and marketing techniques within the marketplace
in a completely powerful manner. In context to the Morrison organisation STP version has been
mentioned below:-
 Segmentation: Geographical segmentation has been utilized by the organisation that
allows you to section their goal marketplace. The human beings of Urban and semi Urban
regions has been goal with the aid of using the organisation.
 Targeting: Mass media targetting strategies has been utilized by the Morrison
organisation. This method assist the organisation to goal the entire marketplace in a
completely powerful manner.
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 Positioning:The advertising and marketing branch of the Morrison organisation region
their product in the front of the patron as medium product(Rozi and Arifin, 2020). The
control of the organisation cognizance at the making dating to their patron.
SWOT Analysis:-
Strength
 The supermarkets of the Morrison organisation got here within the listing of maximum
biggest grocery store chain all throughout the globe.
 In the Unites States the marketplace proportion and the bodily outlet of the organisation
is a long way higher then different retailer.
Weakness
 Due to Brexit in 2018 a terrible effect has been visible at the distinctive operations of the
enterprise(Reeves, 2018).
 Due to the low expenses polices of the organisation lower with the earnings margin has
additionally been visible.
Opportunities
 As organisation has right photo with the marketplace they've a choice joint their
enterprise with different organizations to broaden their enterprise.
 Boom has been visible with the on line marketplace, so organisation has an possibilities
to extend their enterprise on the web platforms.
Threats
 One of the most important risk that have been confronted with the aid of using the
organisation is the competition of the organisation. The foremost competitors of the
organisation are ALDI, LIDL and Sainsbury.
 Different varieties of prison and taxation be counted as been cope with with the aid of
using the Morrison’s organisation to operates within the distinctive elements of the
countries. Due to this prison crises has been confronted with the aid of using the
organisation.
Marketing budget
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Particulars 1st year 2nd year 3rd year 4th year
Investment 20000 10000 6000 5000
Initial money 20000 10000 4000 5000
Total 40000 20000 10000 10000
Marketing
outlay
10000 2000 3000 4000
Sales
publicity
2000 2000 4000 2000
Direct selling 4000 3000 2000 2000
Promotion 4000 2000 5000 2000
Total 20000 9000 15000 10000
TASK 4
P5 Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign
brief.
An powerful media plan now no longer simplest help in organization in reaching a goal
effectively condition. In the marketplace area however additionally aids in speaking with the
human beings and creates an awesome photo with the sight of the purchasers. In case of
Morrisons, compares the diverse factors like marketing campaign types and rational, goal
marketplace, purchaser desires of the media plan(Savina, 2021). Powerful content material which
pulls the purchasers, time length of the marketing campaign and recommendation. For
enhancing new offerings like order on line or select out up from the shops the media plan of the
recollect agency has been indexed in below.
 Campaign kind and rationale: The campaigns of the organizations has been designed
on the way to enhance the emblem photo of the diverse offerings of the agency. This
issue of the media plan Involve the promoting of the offerings from diverse virtual media
strategies. The major logical of the organization merchandise on the way to boom the
income extent in addition to emblem photo of the organization items In the marketplace
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area. With the help of those promotional marketing campaign the Morrisons is successful
to enhance the coolest emblem fee now no longer simplest on the local stage however at
worldwide stage. Because of this they could gain a sustainable improving with inside the
aggressive marketplace with the help with this the agency can experience the competing
blessings in contrast in their rivalry. Various social media strategies like Facebook,
Instagram and plenty of others. As nicely as print strategies has been applied via way of
means of the organization on the way to sell their emblem name.
 Objectives- The desires of this media plan is to complete their marketing campaign in a
totally powerful way which help in developing the emblem fee of the Morrisons. This
results in maximising with the income of the agency via way of means of correct percent
now no longer simplest at countrywide stage however additionally at the worldwide
stage. In phrases to developing the profitability in addition to the once a year sales of the
organization, they units a goal with the approximately 35 % in a consistent with
accounting year.
 Target Audience – This thing is connected to the family items the marketplace and
target target market(Tarsakoo and Charoensukmongkol, 2019). The pointed purchasers of
the agency is the ones families that's utilise the diverse merchandise like vegetables, beers
and meals merchandise. The institute goes to goal now no longer simplest the purchasers
of the UK however additionally the worldwide marketplace. The control of the reputable
agency majorly awareness on the ones customers who will pay extra fee to the
corporation for his or her meals items and beings a their dependable customers.
 Medium of advertising marketing campaign- the relation through which agency goes
to be run their marketplace marketing campaign are virtual media like Instagram,
Facebook, twitter, connected in and plenty of others strategies in relation of enhancing an
awesome emblem photo with the eyes of the customers. On the opposite hand print
media strategies like huge broads, poster, information paper , banner on the way to speak
with the goal purchasers.
 Content - This allows in betterment of the Morrisons on the way to spreading brand
focus of the agency in contrast the various additives like desires, vision, challenge and
impact content material which pulls the purchasers . These allows in enhancing the
emblem photo of the corporation. The content material which agency goes to deliver to
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their target target market need to taken into consideration recognize in the direction of the
society, animals and environment. This content material additionally consist the
sequentiality of the corporation wares.
 Run time - the authority of the Morrisons goes to behavior the media plan for a term of
yearly . The corporation goes to behavior their approach on each virtual and social media
strategies in a totally powerful fashion. Because of this agency can gain all its set goal
and gain a a success function within the marketplace. The major goal at the back of
accomplishing the media plan for an extended time frame is right and powerful for
lengthy length of which consequences the operations in a modern manner and make the
operation extra powerful and long time powerful.
 Recommendation - In quantity of Morrisons agency it's been encouraged that the agency
need to should decide all of the externals and inner elements in a totally powerful fashion
earlier than introducing the media plan(Uğurlu, 2020). Company need to should see the
encompassing along with wherein they've got the extra purchasers so as to complete their
campaigning in a totally a success fashion.
 Justification of media plan - The media plan of the Morrison need to have considers a
first rate remarks manner in their customised. By knowledgeable the perspectives and
getting herbal system from the consumer now no longer simplest help in devising
alteration of their products however additionally help in transmit and improvement
correct and affirmative abstraction with the consumer .
 Media finances - The media approach of the taken into consideration agency need to
encompass listing of charges which help the corporation now no longer in walking the
campaigns in a totally powerful fashion however additionally aids in enforcing the
campaigns. A finances gift a clean mind in the front of the executives individuals that
will effortlessly differentiated their capital as consistent with to the wishes of every area.
Particulars Amount
Equipment 180000
Advertising 42000
Promotional tools 12000
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Media house 12000
Total 246000
CONCLUSION
It is concluded from above file that the advertising and marketing characteristic is
encompass numerous sports with a view to enhance the product within the marketplace and
within the eyes of the consumers. Also different sectors of the corporation additionally outcomes
the commercial enterprise in making the commercial enterprise stunning and aggressive within
the marketplace place. On the opposite aspect advertising and marketing plans offers corporation
with a pre decided path, Assorted roles and obligations of advertising and marketing at the side
of its interrelation with different features in agency is discussed. A discourse on advertising and
marketing blend or Morrisons and its challenger may also be passage via the help of which
vending plan could be derived.
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