Marketing Process & Planning for Morrisons Supermarket

This report discusses the marketing process and planning for Morrisons Supermarket, the fourth largest supermarket chain in the UK. It covers the concept of marketing in the 21st century, the role of marketing function, analysis of marketing functions and interaction with other departments, marketing mix and supermarkets, and the contribution of marketing mix in achieving business objectives. The report also provides recommendations for Morrisons Supermarket to improve their marketing strategies.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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Table of Content
Part 1: Briefing Paper
1.0 Introduction....................................................................................................................................2
2.0 Concept of marketing with aspect to 21st century........................................................................3
3.0 Role of marketing function.............................................................................................................3
4.0 Analysis of marketing functions and interaction with other departments...................................4
5.0 Marketing mix and supermarkets..................................................................................................5
3.0 Contribution of marketing mix in business objectives...................................................................8
4.0 Recommendations..........................................................................................................................8
9.0 Conclusions.....................................................................................................................................9
References..........................................................................................................................................10
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1.0 Introduction
Marketing process is a sequence of steps which helps the organisation to
analyse different opportunities, identify the customers and strategic framework to
reach them (Al Abdulrazak, 2019). The purpose of this process is to create and
campaign the material which helps to foster their mission statements. Marketing
Planning is the method of identification and allocation of business resources which
are useful to achieve their organisational objectives. For examining concepts,
Morrisons Supermarket is focussed which is the fourth largest supermarket chain in
United Kingdom, having more than 490 supermarket stores in the country. The
company have 1,10,000 employees and headquartered in Bradford, West Yorkshire,
England.
This report is highlighting the concept and role of marketing in the business to
react in competitive market. It also describes that use of elements of marketing mix
is essential for business objectives. Additionally, it also covers marketing plan and
media plan.
2.0 Concept of marketing with aspect to 21st century
Marketing in 21st century includes set of activities used in a company to
deliver and exchange goods that have value for the customers and society. It is the
combination of traditional and digital channels to promote offerings which influence
prospective customers to purchase. In 21st Century, Morrisons Supermarket have
intense marketing management in their chain, who make grand marketing strategies
for their business. Their main focus is to amend, improve and extend the existing
policies and practices of the supermarket with the help of their marketing plans.
Morrisons compete aggressively in the retail industry as none of their competitors
have better marketing strategies from them (D’Andrea, 2021).
3.0 Role of marketing function
Marketing function is defined as set of process of managing, promoting and
distributing of goods and services to the customers. These are the key components
of marketing process which helps the companies to maximise their profitability. It
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plays very crucial role in every business because it creates utility among the
peoples.
In Morrisons Supermarket, marketing function plays very important role for grow
faster and for their expansion. In context to Morrisons Supermarket. Key roles played
by marketing function are below:
 Devise pricing strategies: It refers to way of charge consideration from the
consumers to whom goods are sold. In Morrisons Supermarket, it is role of
marketing function to devise pricing strategies by considering all production
costs and others costs that are involved in producing, selling and distribution
of organisational offering.
 Product management: It is the process of arranging and preparing the
product which is going to be delivered to consumers for their use. In
Morrisons Supermarket, marketing function is responsible for managing
product line and meeting needs of target customers. They manage all lines of
products according to their customer’s preferences.
 Promotion: It is the tool of marketing which helps all the business firms to
increase rank of their products and strategies in the minds of their customers
(Fill and Turnbull, 2019). In Morrisons Supermarket, the role played by
marketing function is to enhance brand awareness through making its target
audience aware about the business offerings. The marketing function uses
method of digital advertisements and direct marketing to promote the sales of
their products available in the retail markets.
 Distribution Channels: It is the source of distribution of goods from business
to their customers. Within Morrisons Supermarket, role of marketing function
is to transport all the products and services of company to end customers.
Due to the impressive distributing strategy, marketers of the supermarket
easily influences their supply in the industry.
4.0 Analysis of marketing functions and interaction with
other departments
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Marketing functions works cohesively, which helps management to frame
strategies for their organisation. They ensure purpose of marketing strategies, tools
and processes. Business can develop more targeted and productive marketing
campaign through these functions that leads to increase in sales and success in the
competitive market. It also works in accordance with different departments in
business organisation to accomplish all the activities. In Morrisons Supermarket
different departments make different marketing strategies to achieve their objectives,
which are as under:
 Marketing and Production Department: It is important for the production
department to frame strategies which coordinates products specifications,
capacity, and their attributes. Morrison Supermarket have different product
lines in the retail industry, which needs efficient marketing strategies to
satisfy current and future needs of customers. They ensure quality of items
and their designs specifications laid down by the consumers (Florido-
Benítez, 2021). The goal of production department's marketing of the
supermarket is to meet the customers’ expectations and enhance the
performance of the organisation.
 Marketing and Finance Department: Finance department only focuses on
managing the flow of financial instruments in the organisation. It also uses
the tools of marketing functions to influence positive outcomes of their
activities in the business. In Morrisons Supermarket, interaction of marketing
functions with this department is necessary to coordinate sales target or to
prepare budgets and cash flow forecasts. It also helps to ensure cheaper
source of funds and optimum utilisation of available funds in the
supermarket.
 Marketing and Research and Development Department: The work of this
department is to do extensive research and develop the product according to
consumer's preferences. Morrisons Supermarket have marketing department
which guides them to do strategic work for achieving best results in the
competitive market. Marketing functions influence improved product and
services that can increase the profitability of supermarket.
5.0 Marketing mix and supermarkets
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Marketing mix is the classification of all the elements of marketing which
works in co-occurrence with each other. The company utilise the tools of marketing
mix to achieve their organisational goals in the competitive environment.
Traditionally, the mix was covered by four elements of business strategies but later
on three more elements have been added to the mix then it becomes 7Ps of
marketing. In the retail industry of United Kingdom, J Sainsbury Plc is the rivalry firm
of Morrisons supermarkets and also using elements of marketing mix in different
ways as mentioned below:
ELEMENTS OF
MARKETING MIX
MORRISONS
SUPERMARKET
J SAINSBURY Plc
PRODUCT
It is most important
component of Morrisons
marketing mix, which helps
them to maintain high quality,
ease of use and different
sizes of their products in the
market. Their products are
fruits, vegetables, drinks,
clothes books, magazines
and many others.
Sainsbury also have wide
offerings for its customers.
Their products are bakery
products, ready-to-eat meals,
clothes, kitchen products and
furnishing. Due to similarity
among products of both
rivalry firms there is intense
competition between both of
them.
PRICE
Pricing is very crucial
decision for all the
organisations and Morrisons
Supermarket is using Low
price strategy in their
business. They also employ
competitive pricing strategy
which ensures their
customer's behaviour
positive to trade with them
Pricing strategy of J
Sainsbury Plc is ''the value
for money''. They use good
price discrimination policy as
per the product positioning.
Price is the determinant
which can attract consumers
and this supermarket is
taking benefits of price
strategies to attract
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(Gunawardane, 2022). customers in competitive
market.
PLACE
Morrisons Supermarket have
high importance on the
placement due to
convenience for customers.
This supermarket has many
company operated stores
and hypermarkets in their
distribution channel. They
also trade with e-commerce
channel to reach their
customers.
Sainsbury have more than
500 supermarkets and 700
convenience stores as their
place of distribution. Some of
their stores also provides
24x7 facility according to
their distribution strategy to
attract more customers. This
can be helpful for Sainsbury
to obtain competitive
advantage in the retail
industry.
PROMOTION
Morrisons Supermarket use
promotional tools to enhance
their image and strategies to
improve their performance in
competitive market. They
use digital marketing,
conventional marketing and
community influencers for
promotions.
Sainsbury use the
promotional strategies to gain
advantages in their sales.
This supermarket chain use
sales promotion, database
marketing and packaging to
enhance their growth.
PROCESS
The process of Morrisons
Supermarket is organised
and systematically arranged
in strategies to achieve
goals. They use perspectives
to train employees and
enhance their knowledge
and skills of work. Process
Sainsbury focusses on online
shopping process, which
helps them in their growth
and expansion. They have
millions of online customers
in their both business ( online
and offline), so they are
giving solid competition to
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helps Morrisons
Supermarket to maintain
qualities of products and
operations.
Morrisons supermarket.
PEOPLE
Morrisons Supermarket
generally focusses on
building and development of
peoples, who are directly or
indirectly in relation to their
business. They also concern
towards motivation building
of their employees by giving
them rewards and bonuses
(Yamoah, 2019).
Sainsbury has well trained
experts and professionals,
who are wholly concerning
on consumer's behaviour.
They introduced level 2 craft
skills apprenticeship for
fishmongers to enhance their
working capability.
Customer's preferences are
always given concern in
Sainsbury.
PHYSICAL
EVIDENCE
Physical evidence of
Morrisons Supermarket
includes bills, packaging,
designing, distribution
channels etc. of their
products. They includes
impressive packaging during
sales and their bill is detailed
with information regarding
price and duties charged on
specific product.
J Sainsbury Plc use physical
evidence tool very
impressively to gain
competitive advantage in
industry. They provides good
quality of basket to enhance
customer's shopping
experience and their stores
are designed as per the
needs of their consumers
(Nunan and Et. Al., 2020).
3.0 Contribution of marketing mix in business objectives
The marketing mix adopted by any business organisation provides a roadmap
that gives set of controllable tools which helps companies to produce a desired result
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from their strategic framework. Every business has their objectives; it can be of short
term or long term. So, with the help of elements of marketing mix both of the
objectives can be achieve successfully (Tadajewski, 2022). Morrisons Supermarket
use the tools of marketing mix to formulate strategies and achieve their
organisational goals in the retail industry. They compete aggressively with in their
supermarket chain with the excessive use of elements of marketing.
4.0 Recommendations
 Promotional Techniques: Morrisons Supermarket is very efficient in using
their marketing elements but, supermarket can improve their profitability by
performing fewer and more impactful promotions. It includes promotional
techniques like sponsorships, general newspaper advertisements, public
relations etc.
 Wider Strategies: Morrisons Supermarket can also improve their structure by
making wider strategies which includes competitive prices, concerning local
communities, concerning rural areas and many others.
 Product Management: Morrisons Supermarket have wider range of products
and supermarket is a place where customers come to fulfil number of wants.
So, supermarket can add more products to their product line which can
enhance their profitability.
9.0 Conclusions
Marketing planning is a process of framing plans and policies or to market the
right product with right prices and on the right time. Their elements have conclusive
significance in all the business organisations. The role of marketing can never end in
any company, it will be required during the whole life of business. Without marketing
strategies, one cannot achieve their objective whether they have excessive resource
or not.
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References
Al Abdulrazak, R. M., 2019. NATION BRANDING AND PLACE MARKETING.
Contemporary Issues in Marketing: Principles and Practice.p.363.
D’Andrea, D., 2021. From private label to co-branded credit card: an assessment of
the impact of a change in value proposition over customer value perception
and company value capture. Journal of Financial Services Marketing, 26(1).
pp.52-65.
Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing and
disruption. Pearson UK.
Florido-Benítez, L., 2021. International mobile marketing: A satisfactory concept for
companies and users in times of pandemic. Benchmarking: An International
Journal.
Gunawardane, G., 2022. Enhancing customer satisfaction and experience in
financial services: a survey of recent research in financial services journals.
Journal of Financial Services Marketing.pp.1-15.
Nunan, D. and Et. Al., 2020. Marketing research: Applied insight. Pearson UK.
Tadajewski, M., 2022. Marketing, synthesis and interdisciplinarity: reading with MJB.
Journal of Marketing Management.pp.1-16.
Yamoah, F. A., 2019. Fairtrade UK in Retrospect: From the Niche Genesis to the
Revelatory Mainstreaming Marketing Strategy Era (Late 1950s-Late 2000s).
International Review of Management and Marketing. 9(4). p.110.
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Table of Content
Part 2: Marketing Plan
Table of Contents................................................................................................................................11
1.0 Link of strategic marketing plan for organizational objectives, mission as well as strategies....11
2.0 SMART marketing goals............................................................................................................11
3.0 Marketing research...................................................................................................................12
4.0 A Situational Analysis...................................................................................................................12
4.1 Marketing audit and analytical tools............................................................................................12
4.2 Competitor analysis using market segments...............................................................................14
4.3 Sub-segments................................................................................................................................14
4.4 New product value for customers................................................................................................15
4.5 Marketing strategies applied to marketing mix...........................................................................15
4.6 Marketing budget.........................................................................................................................16
4.7 Tactical marketing actions............................................................................................................16
4.8 Appropriate control as well as monitoring measures including Return on Marketing Investment
(ROMI) along with Customer Lifetime Value (CLV)............................................................................17
5.0 A comprehensive media plan that supports the planned marketing campaign..........................17
5.1 A media budget.............................................................................................................................17
5.2 Recommendations for marketing budget....................................................................................18
5.3 Modes of communication.............................................................................................................18
5.6 Multi-media plan based on quantitative and qualitative aspects...............................................18
References..........................................................................................................................................19
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1.0 Link of strategic marketing plan for organizational
objectives, mission as well as strategies
Marketing plan is a road-map that provides right direction to the business to
create marketing strategies which helps them to achieve their common objectives
(Davari, and Et. Al, 2019). Strategic marketing plan is necessary in all organizations
to perform activities and to enhance their growth in the industry. Morrison
Supermarket, one of the largest supermarket chain in UK's retail industry having
broad objectives which requires strategic marketing plan. The plans help the
supermarket to generate leads and increase their sales in the competitive market.
They have objective as to make healthy food affordable and available for
everyone so, marketing plan helps them to frame strategies accordingly.
2.0 SMART marketing goals
SMART Marketing objectives focuses on the business efforts which increase
the chances of achieving their predetermined targets. Morrison Supermarket also
have SMART goals that allowing them to create track and accomplish objectives.
Their goals are mentioned below:
 To increase the sales over next three quarters by 40% over the same quarters
last year.
 To increase the same store sales by 25% using similar advertising budget.
 Improve customer's retention by 10% by using cross selling strategies and
offering bundled prices.
 Obtain 2000 new twitter followers by posting educational and industrial
material which can be useful for people.
 Frame publishing strategies to publish three blog post every week for 7
months’ duration.
 To generate 300 qualified leads per month in 2023 to implement targeted
PPC campaign.
 Double the website's traffic within next 8 months by writing good quality
content that can be knowledgeable.
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 Gain 500000 page likes on Facebook page by posting videos and implement
tagging.
 Increase customer's satisfaction rate from 20% by establishing fast
communication channels by the end of month of march 2023.
3.0 Marketing research
Marketing research in aspect to product development is the process to keep
products aligned with customers that creates new ideas for their product ranges
(Dinner, Kushwaha, and Steenkamp, 2019). Morrison Supermarket is deciding to
introduce their new plant revolution range with exciting flavors. They are doing
research for this new product line efficiently and have many expectations from it.
4.0 A Situational Analysis
4.1 Marketing audit and analytical tools
Marketing audit helps decision makers to analyze the facts and data that
supports in achieving objectives of business. Morrison supermarket use SWOT
analysis and 5C analysis to achieve their goals which are described below as:
SWOT ANALYSIS:
SWOT Analysis is the technique of strategic management which helps the business
for assessing external and internal factors in environment. Elements of this analysis
used by Morrison Supermarket are as under:
 Strength: The major strengths of this supermarket is providing value for price
to customers, offering good quality food items, having experience of 100
years in industry and many others.
 Weaknesses: In the retail industry, Morrison Supermarket have some
weaknesses in their business on which they are working. The main weakness
is that their digital network and infrastructure are not well developed so they
lack in terms of services.
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 Opportunities: New environmental policies by government represents a
great opportunity for Morrison. Adoption of new technology can also benefit
this supermarket in differentiated pricing strategy in new market. Threats: Being one of the largest supermarket chain, it also has some threats
like intense competition level, rising pay level and no regular supply of
innovative products.
5C ANALYSIS:
It is situational analysis technique generally used to scan the internal and external
environment of the business. Tools of 5C analysis used by Morrison are as under:
 Company: As a company, Morrison have strong brand equity in their
customers which influence their competitive advantages. They improve their
worker's skills by establishing training campaign in the business which helps
to attracts best talent.
 Customers: Morrison focuses on growing their potential to attract customers
in the market by making strategies like improving purchase basket share,
customer's life time value and others.
 Competitors: The supermarket have very big competitors in the industry and
for gaining competitive advantages it uses this analysis. Having higher
resources in the market helps Morrison to compete aggressively.
 Collaborators: In Morrison supermarket collaborators analysis requires to
estimate their bargaining power, flexibility and ability of revenue sharing at
each step.
 Context: Economic change can change the consumer's behavior in market
which have to be controlled by Morrison. Context analysis can also be
performed by framing strategies for employment which helps to enhance
purchasing power of consumers.
4.2 Competitor analysis using market segments
Competitor analysis is a process which helps to increase the competitiveness by
examining strengths and weaknesses of the business (Fill, and Turnbull, 2019).
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Morrison Supermarket doing the competitor analysis by using different market
segments which are as under: Demographic Segments: Morrison Supermarket can analyses their
competitors by segmented the market into different categories based on
demographic factors like education, gender, age and income. Psycho-graphic Segments: The supermarket can gain competitive advantage
by dividing their consumers based on psychological factors like behavior,
personality, lifestyle and beliefs.
 Behavioral Segments: Morrison Supermarket doing this segmentation to
compete aggressively by dividing customers as per their interaction with
particular business or websites.
4.3 Sub-segments
 Demographic: Sub segments of demographic segmentation that are to be
taken into consideration for new product line is people having higher income
and education level and huge members in their families. Psycho-graphic: Sub segments of psycho-graphic segmentation that are to be
taken into consideration for new product line is vegetarian nature of peoples
and their interest towards health consciousness.
 Behavioral: Sub segments of behavioral segmentation that are to be taken
into consideration for new product line is loyalty of customers towards the
supermarket and influencing their purchase decisions.
4.4 New product value for customers
Morrison have launched its new product line, plant revolution range which
contains 50 varied products including caramelized onions, pancakes, cauliflowers,
and other luxurious starters. The product of plant revolution range of the
supermarket contains vibrant colors and bold flavor which makes them attractive for
customers. They launch this product for both vegans and non-vegans communities
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of people. These factor often able to influence the consumers towards new product
line of Morrison Supermarket.
4.5 Marketing strategies applied to marketing mix
Marketing strategies are the backbone of the company. It supports and provide
structure to the business activities which helps to achieve objectives. Some
marketing strategies in regards to new product line of Morrison Supermarket are as
under:
 Product: Morrison launches this product line with some special products as
per the preferences of consumers. This can be for both communities, vegans
and non vegans.
 Price: Supermarket fixes reasonable prices for these new products so that
every consumer can buy it. Affordable prices lead to customer attraction and
enhance sales of the business.
 Place: Morrison already sets the targeted channels of distribution for their
new product line which can increase their supply in the new market also.
 Promotion: They use digital advertising and low pricing strategies for their
new product line to enhance the demand for their new development.
 People: Morrison use innovative techniques developed by their skilled
employees for this new product line and the people outside the business also
enjoying these offerings.
 Process: Earlier this supermarket faces many barriers in the process of
launching new products but later on Morrison get successfully launch their
new product line in the existing market.
 Physical Evidences: Business uses quite impressive packaging for customer
attraction through this product which is creating good impression in the mind
of customers in UK's market.
4.6 Marketing budget
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Marketing budget is defined as the total amount of monetary flow requires to
spend on the marketing of business. Morrison Supermarket have over 490
stores in the world having huge marketing budget which is given below:
Particulars Amount (In £)
Blogging 7000
Video advertising 5600
Market research 9300
Designing software 2000
Social media advertising 10000
Resource acquisition 4700
Recruitment and Training of marketing
personnel
3900
Other expenses 7500
Total 50000
4.7 Tactical marketing actions
Establishing marketing techniques which helps the company to achieve their
marketing goals are tactical marketing actions (Fraser-Arnott, 2020). Morrison
Supermarket can achieve their marketing objectives by analyze the market, analyze
the competition, using elements of marketing mix or by reviewing and revision of
their marketing strategies on continuous basis.
4.8 Appropriate control as well as monitoring measures including
Return on Marketing Investment (ROMI) along with Customer
Lifetime Value (CLV)
Morrison Supermarket can use two techniques to ensure achievement of objectives
which are as defined.
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 Return On Marketing Investment (ROMI) is defined as increase in financial
allowances by spending more on marketing budgets. By using the measure,
Morrison supermarket can spend more on ads to enhance their brand equity
in customer's mind.
 Customer Lifetime Value (CLV) can be use by this supermarket by
multiplying their customer's value with customer's life time. Use of customer
lifetime value can provide benefit of large customer's support to the Morrison
Supermarket (Hisrich, and Ramadani)
5.0 A comprehensive media plan that supports the
planned marketing campaign
5.1 A media budget
The concept of media budget is defined as a tool for estimation of business's
promotional expenditure for a specific period of time (Ye, Hudders and Et. Al,
2021). The media budget of Morrison supermarket is mentioned below as:
Particulars Amount (In £)
Paid partnerships 5000
Creation of content 6900
Training and Development 6400
Social media advertising 4700
Community management 5000
Social media advertisements 7800
Other expenses 14200
Total 50000
5.2 Recommendations for marketing budget
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Morrison can achieve their marketing objectives by using some multimedia activities
in their budget. Some multimedia activities for budget marketing for the supermarket
are as below:
 Increase spending from 10% on social media advertisements of their
products.
 Increase spending from 5% on social media monitoring tools in their
business.
 Cut expenditure on low profile community influencers in the market.
5.3 Modes of communication
The main purpose of communication is to make product and image of
company known to customers. The supermarket can communicate to peoples
through different online as well as offline modes of communication. They can use
phone calls, video conferencing and email as a digital communication mode to
communicate. Some social media channels like Facebook, linked-in and Instagram
can also be used by the supermarket. Offline modes of communication includes
direct marketing, public relation, sponsorship and events which helps them to
communicate (Nunan, and Et. Al., 2020).
5.6 Multi-media plan based on quantitative and qualitative aspects
Multi-media plan is a complex structure for all the activities that helps the
organization in their quantitative and qualitative researches to meet their objectives.
The strategies of Morrison supermarket consist the phases like harvest social media
data and using data science techniques to perform the qualitative research for their
betterment. As per the quantitative criteria number of occurrences and proportion of
agreement can be taken by supermarket which includes consequences,
conversation and actions on climatic change (Stead, and Hastings, 2018)
(Westwood, 2022).
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References
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segmentation: a case study. Journal of Marketing for Higher Education,
29(1).pp.45-66.
Dinner, I. M., Kushwaha, T. and Steenkamp, J. B. E., 2019. Psychic distance and
performance of MNCs during marketing crises. Journal of International
Business Studies, 50(3). pp.339-364.
Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing and
disruption. Pearson UK.
Fraser-Arnott, M., 2020. The marketing mix in parliamentary library websites. Journal
of Library Administration, 60(8). pp.875-888.
Hisrich, R. D. and Ramadani, V., 2018. Entrepreneurial marketing: a practical
managerial approach. Edward Elgar Publishing.
Nunan, and Et. Al., 2020. Marketing research: Applied insight. Pearson UK.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting
the balance right. In Social Marketing (.pp. 29-43). Psychology Press.
Westwood, J., 2022. How to write a marketing plan: Define your strategy, plan
effectively and reach your marketing goals (Vol. 4). Kogan Page Publishers.
Ye, G., Hudders and Et. Al, 2021. The value of influencer marketing for business: A
bibliometric analysis and managerial implications. Journal of Advertising,
50(2). pp.160-178.
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