Marketing Process and Planning for Morrisons: A Comparative Analysis

This report covers the roles and responsibilities of the marketing function, interrelation between marketing and other departments of the organisation, comparison between different supermarkets to apply marketing mix, marketing plan for Morrisons to achieve marketing objectives, media plan and recommendations for selected media activities.

Marketing process and
planning

Table of Contents
INTRODUCTION ............................................................................................................................3
Roles and responsibilities of the marketing functions ..................................................................3
Interrelation between marketing and other department of the organisation.................................4
Comparison between different supermarkets to apply marketing mix..........................................5
Marketing plan for the organisation to achieve marketing objectives..........................................7
Media plan and the recommendations for selected media activities...........................................10
CONCLUSION ...............................................................................................................................12
REFERENCES.................................................................................................................................13

INTRODUCTION
The marketing is a process, set of institutions and the process to create, communicate,
deliver and exchanging offerings that have the value for partners, clients, customers and the
society at large. The marketing planning process is defined as a systematic approaches that help to
develop marketing objectives strategies and implementation of the tactics (Coleman, 2019). The
company chosen in this report is Morrisons which is a retail organisational founded by the
William Morrisons in 1899. its headquarter is situates in Bradford, United Kingdom. It deals in
food, drinks, books, magazines, clothings and other home ware items. This report will cover the
different area of marketing, role and functions of marketing, compare different organisation by
applying marketing mix, marketing plan, media plan and recommendation.
Roles and responsibilities of the marketing functions
The marketing function is defie3nd as the role of business organisation that help the
company to identify and the source potentially successful product for the market and help in
promotional activities as well. All the function in business organisation are commonly that
involve development process, product plan, sales, finance, marketing research and many more. In
context of the Morrison there are some role and responsibilities of their marketing function which
are discussed below:
 Satisfy customer's needs- It is the main role of marketing function that it satisfy their
customer's need by providing them a good quality service or products. Morrisons satisfy
its customer's need by offering them product at reasonable price that contain a high quality
and make feel satisfy to the buyers ( Dees and et. al., 2021).
 Pricing- This is an essential component of the marketing function as through this, an
organisation earn revenue. Marketing function of Morrisons fix the price of their products
and ensure that it should be affordable by the customers.
 Brand equity- The marketing function of an organisation ply an important role to build a
strong brand value as it help the business to enhance its sale volume. Morrisons, promote
their brand value in effective manner and promote its brand by undertaking online
advertisement.
Responsibilities

 Monitoring and managing- Marketing contribute in managing and maintaining
company's social media pages. In context of Morrisons, it manage the accounts and
carefully monitor what is being posted about the respective company online (Deffner and
et. al., 2020).
 Research- It is the responsibility of marketing function to research marketing that make a
company aware about valuable information which are related to those elements which are
essential for their marketing process. Morrisons, research all the a marketing information
related to current retail industry trend among buyers.
 Innovation- It is the responsibility of the marketing function to make surprises company's
customers every day buy offering more demand. It should innovate new technology to
make effective marketing functions. Morrisons, work on the new promotions, customer
retention techniques, affiliate programs. It develop latest technology to fulfil cut0omer's
demand efficiently.
Interrelation between marketing and other department of the organisation
The marketing function are encloses different functions including finance, HR, purchase
department and many more. Primary objective of all department is to accomplish their
organisational objectives effectively main role of marketing function is to gather information
regarding market competition and spread advantages of the company's productr in customer['s
mind (Dzulkipli and et. al., 2019). In context of Morrison there are relation between marketing
with other department of the company.
 Marketing and finance- The finance function is responsible to allocate money from
various sources to provide capital for organisation. whereas the marketing help them to
find the sources for capital and also help that how much capital they need in advertising
the company's products and other promotional activities. Marketing department for
Morrisons require capital for their supporting strategies and advertising plans. Both of
these department share useful vision and the appreciated value of each other.
 Marketing and HR- The HR function is responsible to recruit and select most skilled and
talented candidate for the organisation. This department arrange different kinds of the
training session for employee's development. While the marketing function help the HR

function by provide information to them about different information elated to the sources
of labour. The marketing department of Morrisons, inform its HR department that what
type of education and training they need for its marketing people.
 Marketing and accounting- The marketing function help to the accounting department in
preparing different kinds of budget and determine demand and market of the consumers.
In context of Morrisons, its accounting department prepare purchase budget, sale budget
and production budget with the help of that information which are provided by the
marketing department (Escudero, Espinar-Medina and Tarbift, 2020).
Comparison between different supermarkets to apply marketing mix
The marketing mix refers those action which are taken by a marketing manager in order to
attract buyers to purchase product or services of the related company. There are different
components of marketing mix which are mentioned below:
 Product- An organisation attract the customers by set of its products. Morrisons, has a
large variety of different product that help the company to take attention from customers.
 Price- The product's price is an essential factor of marketing mix. Customers want a good
quality product as reasonable or lowest price and business want to earn highest profit.
Hence, the product's price is needed to be strategic.
 Place- In this, it describe that an organisation should be at a convenient place. Morrisons
is careful about this. Availability of company's product and services should be easier for
customers (Hisrich and Ramadani,2018).
 Promotion- This is that communication process which is helpful for an organisation in
publishing company's product among the potential customers by using promotional tactics.
 People- In this, it include the organisational workers, who deliver services to customers. It
innovate the employee's, management, customer services and organisational culture of
respective organisation.
 Process- Organisational process should be well structured that verify regulatory in order to
avoid a fault to reduce cost. In this, it represent that how the services are used-up.

 Physical evidence- The physical evidence is very essential as it prove that the service was
delivered. It include the rundown, facilities, comfort and the user interference within
organisation.
Basis Morrisons Sainsbury's
Product It offer the product such as
food, clothing, drinks, bo9kks
and home ware etc. it focus on
freshness of the food product
and maintain a high quality of
its products.
It has a variety of several brand
products in the market such as
frozen food, beauty products,
drinks, fresh and bakery,
cleaning product and many
more.
Price It uses different types of the
pricing strategies as per the
market demand and trends.
Frequently, it uses the premium
pricing strategy for high budget
buyers.
It offer great services and
product at fair prices. It is
following the premium pricing
policy (Lidstoneand
MacLennan, 2017).
Place It contain numerous outlets in
UK and also operate its
business around 600 stores
(Yin, 2017).
It has self service check out,
convenience kiosk and
different counter for its
products. It has Sainsbury's
online for the internet
shopping.
Promotion It undertake the use of social
media platform in order to
increase its brand awareness
and aware customer about their
new products.
It use a different media to
spread it message and persuade
customers to buy its product. It
advertise its product through
social media, radio, television
etc.
people It recruit well skilled
employees so that they can
It has around 180000
employees. Their employees

satisfy their customers are able to manage different
issue in any situation or related
to the product or services.
Process Morrisons different function
process are very effective and
impactful that help the
respective company to become
more productive and
compatible within retail sector.
It focus on the improving
logistic and the supply process
in order to make sure that its
product will be sufficient
available in all retail outlets
and stores.
Physical evidence Management of the Morrisons
mainly focus to make am
attractive packaging so that it
can improve the visibility of its
product offering. It has its
customer friendly website.
It manufacture its product with
an attractive quality and a good
colour combination. It also
contain its own shopping
website which is very
impactful and attract users.
Marketing plan for the organisation to achieve marketing objectives
The marketing plan detail that strategy which is used by a company to market or promote
its product among customers (Lin and Magnago, 2017). It help the organisation to identifies their
target market, value proposition of their brand, campaign to be initiated etc. Marketing -plan of the
company should be adjustable on the ongoing basis that are based on finding from metrics that
depict which efforts have an effect and which not. Marketing plan of a company describe all
important aspects of business such as values, goals, mission, vision, budget and the strategies.
Summary
Morrisons is a supermarket which is fourth biggest chain of the supermarket-with in
United Kingdom. It provide different types of product that include clothes, food, drink, books and
other home ware products. The market plan of Morrison is to launch a new food products that is

organic cookies that combine luxury, value and superior taste. This plan will represent different
opportunity that the company have for their product development strategy. This market plan of the
respective company will include different tactics that are followed by the Morrisons fro its
product development, objectives, SWOT matrix, STP analysis, marketing mix, the controlling and
monitoring and company's action plan in order to accomplish their goals.
Objective of the Morrisons market plan
 It will help the company to expand their market area for the products.
 It enhance the profit earning possibilities of an organisation
 It will assist the organisation to accomplish stability in the product's demand.
 It will help the company to produce the product and services with best qualities.
 It will make enable the company to face market competition effectively and successfully.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 30000 20000 5000 6000
Initial money 20000 20000 3000 4000
Total 50000 40000 8000 10000
Marketing
outlay
20000 3000 3000 2000
Sales
publicity
2000 2000 4000 2000
Direct selling 5000 4000 3000 3000
Promotion 2000 3000 4000 5000
Total 29000 12000 14000 12000
Controlling and monitoring in market plan
It is essential to control or monitor the activities that play a vital role in making marketing
plan. Morrisons uses the benchmarking for their marketing plan of product development as it help

the company to measure their performance and find out deviation in order to correct them fro
execute their action plan (Resources Safety and Health Queensland, 2020).
Situational analysis of the market plan
SWOT analysis of Morrison
Strength Weakness
 It provide value for the price to their
customers by offering good quality and
fresh food product at a low cost.
 It contain well integrated system of
supply chain and a string infrastructure
which help the company to reduce the
cost.
 It is a food specialist as it purchase live
stocks on their own (Sadchenko, О. and
et. al., 2020).
 It is lacking in term of the services and
need of improvement in supermarket
area.
 It does not invest heavily to train its
employees in order to improve worker's
services and the after sale services.
 Morrison's outbound logistic and the
checking out facility are not so
impressive in comparison to their other
rivals.
Opportunity Threats
 It has the opportunity to establish its
global presence to become biggest
grocery retailer within United Kingdom.
 By using e commerce it can boost
growth in the pandemic condition.
 The growing competition in the retail
supermarkets may affect company's
profit margin.
 The new rules and regulation are a
threat for the Morrison (Varshney, D.K.
and Sharma, 2018).
STP analysis
 Segmentation- In this, the organisation create different segments of the customers based
on the common requirements and characteristics. The Morrisons segment the market in
manner to enhance the quality as it is using demographic to develop their product

 Targeting- Morrisons focus on the certain group as it target the young people specially
who are health conscious as the organic cookies conation nutritional ingredients (Wu and
Yang, 2018).
 Positioning- It is the customization of the organisation according to the preferences and
need of customers. Morrisons place its product in the front of buyer as a medium product.
Marketing budget
Media plan and the recommendations for selected media activities.
This strategy is described as a process on the determining and hiring best media outlets
among several available options. This procedure consider that how, where and when an
organisation can promote their products effectively. The media plan assist the organisation to
accomplish their objectives successfully. In order to improve new services or product
development different media plan are consider which are mentions below:
 Campaign types and rationale- It is designed in such a manner that can improve
company's brand image. This element of medial plan include the promotion of services
from, different digital media techniques. It is the main logical of organisational products to
enhance their sales volume and brand image of the business organisation within
marketplace. In context of Morrisons, by using these promotional campaign the the
company become enable to improve their product's brand value at regional and global
level.
Due to this, the company can attain the sustainable enhancing in the competitive market. Through
this, the company enjoy a competitive advantages as compared to their rivals. There are different
social media techniques such as Instagram, Facebook and many more. By implementing of these
techniques the respective company can promote its brand value.
 Objectives- Main objective of the medial plan is to complete company's campaign
effectively that help them to grow their brand name. It will lead to enhancing sales of
Morrisons by good percentage at national and international level. The respective company
set a target around 35% annually accounting year in order to grow their profitability and
annual revenue (Zhang, Chen and Tamura, 2018).

 Target audience- This element is linked with household products, audience and market.
The pointed customers of the respective company are those household which are utilising
different product such as food, beer and vegetable products. The company is going to
target customer of global level as well as the UK's market. Management of the Morrisons
mainly focus on those customers who are ready to pay more value to the company for the
food products and being a loyal customers.
 Medium of marketing campaign- It is digital media such as Facebook, Instagram,
twitter and many more through which the Morrisons is going to run its market campaign
in order to improve their brand image or value in the eye of its customers. On the other
hand the print media techniques such as poster, news paper, big broads and banners are
used by the company to communicate with their targeted audience.
 Content- It is helpful for the Morrisons in its betterment to spread their brand awareness
as compared different components such as vision, mission, goals and the influence content
that help to attract customers. It help the company to improve its brand image. The content
of the respective company is going to communicate to their customers should be
considered in respect towards the society and environment.
 Run time- Authority of the Morrisons is about to conduct a media plan for the time
period of one yearly. This company is going to implement their strategies on both the
digital and social media techniques effectively. due to this, the respective company can
attaining their all target and accomplish a successful position within market. Main aim of
conducting this media plan for long time period is operative effectively in a progressive
way and also make its functional activities more effective for a long time period.
 Recommendation- It is recommended to the Morrisons that it should analyse all the
external and internal factors effectively before introducing their media plan. The respective
company should have to analyse the surrounding so that they can attract more customers to
complete their campaigning successfully.
 Justification of media plan - Morrison's media plan should consider a decent feedback
process of its customized. By getting client's feedbacks and view the company can devise
alternative in its merchandise along with transmit and development goods and the
affirmative abstraction with customers (Zhiryakov and Smolenskiy, 2018).

 Media budget- Media strategy of the respective company should include a list of
expenses that help the company to run their campaigns effectively and also help to
implement the campaigns. The budget present a clarity in front of all executive members
in order to differentiate their capital easily according to the needs of different area.
Particulars Amount
Marketing 70000
Promotional activities 25000
Print media 45000
Equipments 30000
Total 170000
CONCLUSION
From the above report it is find out that the marketing function is consist of different
activities to improve company's product effectively. The other department of a company also
impact business in making it impressive and competitive at market place. The marketing plan is an
effective strategy which give the organisation a predetermined path, roles and responsibilities
along with their interrelation with the other department or functions. Discussion on the marketing
mix is of Morrisons help he company to launch their new product in market with some strategies.
These strategies will be helpful for the company to run their business efficiently.

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