Marketing Report on Morrison: Analysing Branding Strategy, Positioning, and Marketing Mix

This report analyses the branding strategy, positioning, and marketing mix of Morrison, a well-known supermarket. It discusses the role of branding strategy, positioning strategies, and the impact of such positioning on the firm. It also examines the current marketing mix and provides recommendations for the future.

Marketing Report

TABLE OF CONTENTS
.........................................................................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analysing the branding strategy ................................................................................................3
Identifying how Morrison's position in the market.....................................................................5
Examining the current marketing mix ........................................................................................7
Providing recommendations.....................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is activity where the company adopts certain way so that it is able to promote
and sells goods and services in various markets. Also, the present report is based on Morrison
that is well-known supermarket that sells variety of goods in different regions of world.
Moreover, study will describe in detail about role of branding strategy through using appropriate
model . Furthermore, the report will also discuss positioning strategies and impact of such
positioning on working of the firm in long run. Also, through such positioning the firm will
able to attract new customers towards the business and increase the sales. Furthermore, the study
will highlight the role of marketing mix in ensuring greater productivity within the business and
will also identify the positive impact of efficient marketing mix that helps in achievement of
various goals and objectives . Lastly, the study will provide certain recommendations so that
best marketings strategy might be adopted by the firm in the future
MAIN BODY
Analysing the branding strategy
Branding is type of marketing practice that is used within the firm so that it is able to
differentiate the company products with other brands. Also, through the branding the company is
able to ensure that more revenues would be generated within the business. Furthermore,
branding involves logo, mission statement and design that is used for the communication by the
firm (Flikkema and et.al., 2019). Also, in context of Morrison's it can be said that branding is
done in way so that more customers could be attracted towards the business in effective manner.
Moreover, branding is done through complete analysis so that organization might become more
competitive and serve customers in better manner. Furthermore, factors like range, quality and
ease of products is also considered by the business so that not many losses have be incurred later
in the future.
Morrison is company that is focused on the making all the organizational elements
interrelated so that even though whatever might be the change in the company in future it is able
to implement in effective manner. Moreover, to implement the best branding strategy within the
workplace the firm use Mc Kinsey 7 s model that consist of following elements that are as
follows:

Strategy: It can be said that it is clearly defined by the firm and is communicated
properly to all item employees working at different levels. Furthermore, based on defined
strategy the cited firm is than able to make all the operations transparent and the aligns the action
of all employees towards the common goals (Strategy, 2022). Also, the current strategy of the
Morrison is to take into consideration the changing needs of the customer so that it is able to stay
relevant among the target groups.
Structure: Morrison is responsible for maintaining the high coordination among the
employees through following the hierarchal structure for working. Also, the company is
decentralized and centralized the work depending upon the market conditions so that there is not
much negative effect on the current branding strategy of the business.
Systems: The company is having the defined control systems and have especially
designed tools and the method for evaluating each employee performance. Also, it ensures that
all the systems work together in coordination so that best outcomes are derived in the end.
Furthermore, the supervisors are appointed by Morrison to check whether the team is able to
achieve desired goals or not in timely manner
Shared Values: The organization work on certain values such as creativity, honesty,
transparency, accountability etc. so that proper working and development of future branding
strategy might be assured within the business.
Skills: To work in the organization culture it is required that all the employees of
Morrison have certain skill-set so that assigned tasks are fulfilled in best of manner (Dubbelink
and et.al., 2021). Furthermore, these skills are upgraded from time to time through various
training programs so that best branding is done among the competitors that are available in the
market
Style: It had adopted the participative leadership style where it is interested in collecting
the opinions form employees so that certain changes might be made and also the best decisions
could be taken for the future
Staff: All the staff is highly qualified employees that are able to deliver the output
according to requirements of the business. Furthermore, company staff are very large and hence
it can be said time of filling the gaps the firm hires those that have the required capabilities and
capacities so that there is less wastage of resources.

Furthermore, Morrison is one that is following the online and product branding
strategy over the years so that all customers are able to easily recognize the products through its
brand logo and style. Moreover, this type of branding is typically used by the firm because it
helps in building the reputation in target markets and build greater integrity. Also, through the
product branding strategy the firm is able to differentiate the products from one another and
create more brand awareness in various regions. Thus, choosing the right branding strategy
helps in the aligning the employees contribution and productivity. Furthermore, it ensures that
business is working on the right activities and is able to build the financial value in the market.
Hence, with right branding strategy Morrison it is able to develop large customer base and also
able to the build the workforce that is highly compatible in understanding the customer needs
and choices. Also, through such analysis employees are able to suggest best options to the top
management to build stronger customer base and helps in building the positive work culture ate
the workplace (Syapsan, 2019). Moreover, with right branding the Morrison had been able to
maintain the customer loyalty and satisfaction over its products in systematic manner. Also, it
had allowed the business to introduce new product line with ease through having the support
from all its employees. For example: The new product line in vegan foods and organic meals that
are priced competitively. Hence, brand strategy helps in developing the favorability within the
market and allows the business to sustain the stiff competition from others in the best way.
Identifying how Morrison's position in the market
There are various ways through which both large and small companies are able to
position in the market. Furthermore, if the right positioning strategy is adopted by the firm than it
would result in greater profits in short span of time. Also, in terms of targeting it can be said that
Morrison's is mainly targeting the families that requires various consumer goods on timely
manner (Fayvishenko, 2018). Also, the marketing strategy by the firm is developed in such a
way that it offers the product based on the demand and choices. Moreover, it offers the products
either adopting the premium pricing, promotional pricing or bundle pricing depending upon the
external business environment so that maximum returns are assured in the future. Furthermore,
in the current times when there is high level of competition in the market it is very important for
any firm to position its products in target market in the best manner so that competitive
advantage is maintained and employee satisfaction is developed to work for betterment of
organizational performance.

Thus, in this context it can be said that Morrison position itself in the market through
claiming to be low priced seller that is offering variety of quality goods at lesser prices than in
markets (Mulyana and et.al., 2020). Furthermore, such low priced items helps to grab the
attention of most of the consumers that are ready to make purchases either through online or
offline stores. Also, the positioning of the products in various markets is done through the
effective marketing mix so that best strategy is developed by the firm. Moreover, company uses
technology that helps in faster production and operations on large scale so that goods could be
delivered to the public on timely manner. Also, Morrison is also having the large chain stores
that helps in positioning various goods in different regions through making most popular items in
low cost in region where the product is lesser known (Thomas and George, 2021). Thus, it helps
in building up customer loyalty and satisfaction and further lead to the repeated purchases in the
future. Moreover, the cited company is also involved in competitive positioning where
Morrison compares product or services with that of competitors and this also helps company to
know about image of brand in the minds of consumers.
Furthermore, it is whole process that is followed in brand positioning and Morrison had
used the following steps to position its various product in the market.
Determine current brand positioning: it is stage where Morrison and appointed team
analyse whether the products have distinct identity within the market or not. Furthermore, this
insight helps the firm to decide what planning is further required within the business.
Creating brand essence chart: It is one where the company creates the chart that
specifies the brand attributes, benefits, personality and much more of products so that each
aspect is analysed in full manner.
Identifying competitors and conducting research: The next stage that is followed is
identifying all the potential competitors in the market and analysing their strategies. Also, for this
purpose proper market research is also done so based on that correct decision might be made in
the future for the development go the organization.
Create positioning statement: This stage is one where the organization identify what is
unique proposition of its products in the market (Adıgüzel, 2020). Also, this helps Morrison to
build the brand positioning framework so that work could be carried out as it is planned to
maximize the efficiency.

Evaluate whether positioning work: Morrison oversees that whether the set decision
and criteria are working within the firm or not. Also, it helps in analysing that whether developed
strategy is able to establish emotional connection with the customer and is able to differentiate
with other brand or not (Olson and et.al., 2018) Moreover, if it is absent that Morrison further
find ways to create the value of the brand and ensures that employees that handles the customers
are able to achieve the set objectives in well-defined manner.
Thus, through following the palm in systematic manner cited firm is able to maintain the
unique of the products in the target market. Also, through positioning it is able to introduce the
new product line easily in various markets. Furthermore, through positioning firm is able to
promote the goodwill and design the best strategy within the workplace for the future. Also, the
positioning strategy by the firm is developed to meet certain expectations of the customers' and
also attention and interest of consumers could be grabbed in best of manner. Also, if the right
positioning of the brand is done than it helps in creating the positive image among the large
number of customers (Taşkıran, 2019).
Moreover, it allows in increase the sales of the products and helps in providing the value
products to large number of people that are located in diverse regions. Also, for the Morrison it
can be said that positioned brands helps in ensuring better tackling of all the problems from
different angles so that better end result might be derived in the end (HR and Aithal, 2020).
Moreover, it also allows the brand to communicate effectively with the target audience so that
sales are assured for long run. Thus, it can be said that positioning within Morrison is beneficial
not only for earning higher revenues but also for ensuring continuous growth and success in long
run. Also, with increased in number of outlets in UK and stiff competition from big brand like
Tesco and ASDA it is very crucial to have right policy to build solid position and memorability
of products in the market
Examining the current marketing mix
Marketing mix is combination of various factors that influences the consumer to purchase
various products. Also, it consists of marketing tools so that certain marketing objectives in
target market are achieved in well-defined manner. Furthermore, marketing mix help the
companies to plan out things in systematic manner so that best products or services might be
offered to the customers (Kovač., Palić and Tolić, 2021). Also, this mix allows the firm to plan
for the successful product offering so that positive results are derived in the end. Moreover, it

allows the business to sue the strengths and avoids the unnecessary cost that is involved in
various places while carrying out the business operations. Furthermore, it helps in better
planning, developing and executing of various work within the organization so that there is no
confusion among employees that are assigned various job roles. Also, it helps in reducing the
overall organizational risk and conflicts that would arise due to lack of proper knowledge of
work and coordination's among various activities.
Furthermore, it can be said that the company had adopted the best marketing mix that has
allowed in gaining success in the market in most efficient manner. Also, the detailed marketing
mix of the company is been described as follows:
Product: The company is selling huge variety of products in different region of the
world and it can be said that because of the product diversification it has been able to earn huge
amount of revenues. Also, the company is selling the fresh foods products and have the own
manufacturing units that allows the faster delivery of products . Moreover, the brand pays the
special attention of the products quality, features and prices so that more customers could be
associated with the brand. Furthermore, the brand is known for providing the fresh quality
products because of which it is able to attract large number of customers.
Price: there are different products that are sold in the Morrison stores and due to this
reason the firm uses the premium , bundle and the promotional proving for all its products
available in the market. Moreover, the firm not only focus on prices of the products but is also
concerned with assuring the value for money so that more customers remain satisfied and lead
to repeated purchases (Morrisons Marketing Strategy & Marketing Mix (4Ps), 2022) . Also, in
the current era where most of the people are concern over the prices and quality of the products
Morrison assures that it is able to meet both those aspects in best of manner. Furthermore,
offering the best prices in market only means that firm would be able to have the vast amount
of revenues for the future.
Place: In context of Morrison it can be said that it is best known as second largest fresh
food manufacturer. Also, the company is having various stores that make the food readily
available to people living in various regions. Furthermore, the company is having one national
centre and seven distribution centres that assures that goods are readily and faster delivered
among the people to avoid any kind of dissatisfaction. Moreover, firm is also having the online
website where people could purchase various easily through just one click. Also, such type of

facilities have allowed the firm to expand the sales to those regions where the reach is
impossible. Furthermore, through faster deliveries, customer loyalty is also maintained and
chances of the repeated purchases are higher.
Promotion : It is very important for any firm to promote the goods in various region so
that more revenues are generated and the success of the firm is assured for longer time period .
Moreover, if the best promotional strategies are adopted than chances are higher that more
people would be associated with the brand and its products in the future (Ndofirepi, Farinloye,
and Mogaji, 2020). Also, in case of cited firm it promotes products using online platforms like
Facebook, twitter, Instagram etc. so that more people have the brand awarenesses and greater
loyalty in due course of time . Other than this it also promotes its products using the offline
platform such as marketing campaigns, posters, hoardings etc. so that people that visit the stores
are aware about it in most the easiest manner.
People: The company has employee well qualified employees so that they are able to
deliver the highest productivity and allow the company to maintain the competitive advantage
for long run. Also, proper training programmes are been provided so that new employees are
able to understand the working of the company and deliver the best of output in various
regions.
Process: Firm offers multi channel experience to the customers and it adopts the method
of offering the lowest prices to the customers so that more people are attracted towards the
brand (Catană and Toma, 2021). Also, the company assures that there is consistent
communication with the customers so that queries are solved immediately and best engagement
is established for future growth and success.
Physical evidence: The company is having the well-developed website that shows the
variety of the products range visible to the customers so that easy purchases could be made .
Furthermore, the company has presence of the offline stores in various markets that are ready
to provide useful information to the customers.
Hence, it can be said that efficient marketing mix has allowed Morrison to establish the
brand image in the market and compete with other top brands in the market. Furthermore, best
marketing mix of the company has helped in understanding more well all company products
and services so that more innovative products could be offered in the future to large number of
people.

Providing recommendations
There are several suggestions that when adopted would help the company to have huge
market share and would also help in the continuous growth and success. Also, it would allow
company to develop better strategies in the future so that better and efficient processing systems
could be adopted in while carrying out various business operations .
 It is suggested to the quoted firm that it should focus more on technology as in the
current era most of the things are carried out through digital technologies. Furthermore,
company need to hire more employees that are efficient enough to handle digital
platforms and are well-equipped with the latest trends that are occurring on the online
world (Dewi and Sulivyo, 2022). Also, these employees would help the Morrison to
reach to greater height of success through adopting ways that would make the company
website look not only attractive to potential customers but would also pursue them to
purchase various products of the company on regular basis. Thus, techniques like SEO
optimization , bounce rate, web traffic etc. are some ways through which the market
details could be gathered easily.
 Moreover, it is recommended to the Morrison that it should make use of the affiliated
marketing strategy where third party is been hired for carrying out the majority of work
of the company (Al-Omari and et.al., 2018). Furthermore, with help of such third party
the firm would be able to enhance the web traffic that is good sign for the increase in
the revenues in the future. Also, major benefit of this strategy would be that low cost
start up and risk that is good in the long run for the firm.
 Furthermore, it is suggested to company that it should focus on providing on job
trainings to all the employees that are new and existing within the organization. Thus,
with continuous changes within the business environment these employees would be
able to handle all the complex challenges independently and in much efficient manner
(Darmawan and Grenier, 2021.) . Also, training could be provided on regular interval
and in group so that the current requirement of the business is fulfilled in the best way.
Thus, the training programmes would help in avoiding unnecessary cost and budget of
the company in due course of time. Furthermore, training programs would help firm in
gathering new ideas and skills from the employees thus making the business success in
the future.

 Moreover, it is recommended to the quoted firm that it should opt for the diversification
marketing strategy where it is manufacturing completely new products in the newer
markets. Furthermore, through this strategy it would be able to target the new customer
segment and increase more brand awareness in that unknown regions. Also, this
strategy would require extensive market research by the company experts so that
complete information could be gathered about the target markets. Also,based on this
research the company would be than able to identify the customer preferences and
choices that will further help in making the best products in the future.
Thus, through following the above set of recommendation Morrison would be able to
organize things in the best way and also able to install new technologies within the workplace in
best of manner . Also, it is known that for any organization that wants to sustain in the market
for longer time period it is required that it has adopted the best strategy and policies within the
workplace so that work is carried out systematically and well-defined way. Moreover, in context
of Morrison it can be said that company is having well integrated supply chain due to which it
is able to supply the goods in most regions in faster manner. Furthermore, having the online
supermarket has also allowed the customers to have the fresh goods available at the doorstep
within few times thus providing the maximum customer convenience . Hence, it can be said at
last that company would maximize efficiency in working operations and maintain the highest
level of customer satisfaction and loyalty through following such suggestions in due course of
time
CONCLUSION
From the above report it can be concluded that right branding strategy always results in
higher efficiency in work and best output within short span of time. Furthermore, the report
had described in detail about Morrison working and building of any strategy through applying
Mc Kinsey 7 s model that have various elements that are taken into consideration while using
any business strategy for the earning higher revenues. Moreover, the study had analysed about
the importance of positioning within the business and the Morrison way of positioning its brand
in the market through describing certain steps in detail. Furthermore, the report had analysed
significance of marketing mix and way in which its various elements are been addressed and
used in best of way so that maximum profits could be generated in the future. Lastly, the study

had given suggestions so that Morrison is able to improve the marketing strategy and is gain
success within the business in long run.

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Online

Morrisons Marketing Strategy & Marketing Mix (4Ps). 2022. [Online]. Available
through:<https://www.mbaskool.com/marketing-mix/services/16798-morrisons.html>.
Strategy. 2022. [Online]. Available
through:<https://www.morrisons-corporate.com/about-us/strategy/>.