Marketing Process & Planning for Morrisons: Concept, Functions, Mix, and Strategies

This marketing plan for Morrisons, a UK-based supermarket chain, covers the concept, functions, and mix of marketing. It includes a situational analysis, competitor analysis, and marketing strategies for the extended marketing mix. The plan also links the strategic marketing plan with the overall organisational mission, corporate strategy, and objectives. The marketing mix adopted by Morrisons is evaluated to understand its contribution to the success of the organisation in meeting its overall business objectives. Recommendations are provided to improve the marketing strategy.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
Name:
ID:
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Table of Content
Part 1: Briefing Paper
1.0 Introduction 3
2.0 An explanation of the concept/definition of marketing in the 21st century
3
3.0 Description of the role of marketing function with examples from the
chosen organisation 3
4.0 An analysis of how the marketing function works and interacts with other
departments 5
5.0 An explanation of the extended marketing mix and examples from selected
supermarket 5
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives 6
3.0 Recommendations 8
9.0 Conclusions 8
References
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1.0 Introduction
Marketing refers to the process of making the products and services available in the
market. The company selected in this file is Morrisons, which is UK based supermarket chain
which was established in 1899 and has been carrying out it's business for almost 120+ years.
In the part 1 of this task, there have been presented the concept and definition of the
marketing and along with these, there have been described the role of marketing function in
relation with Morrisons and how the marketing functions work and interact with the other
departments. On the other hand, in the part 2 of this task, there have been discussed with
reference to luxurious range of own brand food products. the linkage of strategic marketing
plan with overall organisational mission, corporate strategy and objectives, situational
analysis, competitor analysis, tactical actions to be taken and its marketing strategy and the
monitoring of the actions opted.
2.0 An explanation of the concept/definition of marketing in
the 21st century
The term marketing depicts the several functions and processes which create the value
for targeted customers to fulfil their needs. It is an activity that creates and maintain the
relationships among those who are willing and able to buy and sell goods, services and even
ideas. Basically marketing means to sell the product to the proposed consumers by
communicating the merits about the given products and services. The types of marketing are
product marketing, place marketing, augmented marketing, organisational marketing, de-
marketing etc.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Marketing functions mean that how the marketing work to make the product and
service available to consumers. Marketing functions include distribution, financing, pricing,
promotion, market research, management of goods and services and selling.
Distribution
Distribution refers to the methods of delivery through which the company tries to
make the goods and services available to the proposed customers. Having a product is fair but
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if the company does not have any distribution channel then it will resist the company to reach
its goals. Morrisons has come into agreement with Ocado to attain license of using its in store
picking technologies and logistic services. Through this Morrisons has launched its own
online delivery service through Ocado's Dordon distribution centre.
Financing
Financing is related to monetary terms and is very crucial function of marketing. It
refers to find and manage finances, through investments, loans or self owned capital, for
advertising the goods and services.
Pricing
Pricing means the value to be paid by the customer for the products and services.
Morrisons charges almost same prices irrespective of its marketplace whether be it online or
in store. Morrisons uses low prices strategy and also the competitive pricing strategy.
Promotion
Promotion means communication of merits of Products and services to the willing
consumers. Morrisons uses promotional pricing like it offers its customers coupons and
vouchers to promote its name and products.
Market research
Market research means gathering information about the targeted consumers as to what
kind of the products, the people are looking for? Morrisons target only the young families to
serve their services.
Management of goods and services
Once the target market has been determined and the price has been set, then the focus
should be on managing products and services. Since Morrisons deals in grocery and foods,
thus it serve its products through its stores and online mode as well.
Selling
Selling is very crucial function of the company, it is the activity for which marketing
is done. Morrisons sells the grocery and food at a very competitive price across the UK
through the e-commerce and traditional commerce mode.
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4.0 An analysis of how the marketing function works and
interacts with other departments
Apart from marketing there are many departments in the organisation such as human
resource, supply chain, finance etc. and for marketing every other department plays a very
crucial role. For a proper conduct of marketing organisation needs to recruit the personnels
with good communication skills who can manage to sell the product easily. After marketing
of the product, selling them can be difficult task for the organisation, so for the distribution a
flawless supply chain is important which can enhance smooth delivery. Finance department is
also a relevant department in the organisation for marketing. This department focuses on how
to manage finances for the marketing, this can be done through raising fund for marketing
through investment or debts. Thus it can be said that marketing in conjunction with other
departments may gain an edge which neither might be gained on its own.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
The extended marketing mix includes 3Ps which means people, process and physical
evidence. Usually, all the organisations use a combination of 4Ps in some form, however the
4Ps of marketing mix are not exhaustive. It is important to discuss a few more elements, that
too are part of an organizational marketing mix strategy (El-Amir and Hamdy, 2019). This
extended marketing mix can be explained with reference to Morrisons as follows:
People :
People includes all personnels who play a part in delivery of the product and service
and through their ability they can influence the buyer's perception about the products and
services they offer. Morrisons usually concentrate on the employees and the customers and
try to satisfy them (Fill and Turnbull, 2019). The company hires skilled employees who are
capable to manage the several issues arising in the company's operational activities. The
people in customer service department are helpful in resolving several issues regarding the
products and services. Personnels in sales team play a very significant role to increase the
sales volume of the company.
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Process :
Process means the procedures, mechanisms and sequence of activities through which
the products and services are delivered. Morrisons' operational processes are very effective to
make them more productive in the retail industry. The company's focus is on enhancing the
logistic and supply chain management that will make sure that their products will always be
sufficiently available in their outlets across the UK. Morrisons possesses an efficient online
delivery process and the technological infrastructure make the process very effective and
efficient.
Physical evidence :
Physical evidence is the ambiance in which the market offerings are delivered and
where the organisation and customers interact. Morrisons always concentrate on making
attractive packaging to enhance their product's distinctness. They also make investment to
improve the quality of the packaging. Their websites are customer-friendly, which are
beneficial to enable the consumers to see the product packaging's high quality images from
several sides (Kerguignas, 2020).
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
success of the organisation in meeting their overall
business objectives
To understand the marketing strategy, it is must to understand the understand the
underlying concept like marketing mix. Marketing mix forms a relevant part of overall
competitive marketing strategy that includes 4Ps of marketing mix which stand for product,
price, place and promotion. It is the set of controllable marketing variables that is the blend to
produce the response that firm wants to target market. The marketing mix consists of
everything that the firm can do to influence the demand of its products and services. These
marketing mix can be described as follows:
Product :
Product stands for the combination of products and services that the organisations
offer to the target customers. This strategy is used to manage existing products over time,
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adding new ones and discarding the non performing products. These decisions can also be
made regarding branding, packaging and other product features such as guarantees and
warranties (Haley, 2018). Morrisons serve more fresh products by maintaining good quality of
their product by facilitating the manufacturing departments so as to ensure that they provide
the best quality products.
Price :
The component 'price' represents the amount that consumer is willing to pay and the
company charges for the product and services served. There are many pricing strategies
available for a market to be chosen for pricing of products such as firm can opt for cost
leadership strategy for some products and product differentiation for the other ones.
Morrisons apply several pricing strategies as per the requirements of the market trends.
Generally they opt for competitive pricing strategy, but for the niche customers they use
premium pricing strategy and for selling bulk amount of products they opt product bundle
pricing (Sharma, 2021). Apart from the above mentioned pricing strategy company also opts
for promotional pricing strategy by offering various coupons and vouchers.
Place :
Place refers to the company's activities that make the product available to target
consumers. It is the marketplace where customers and the organisation interact to negotiate
for a given product and services. Strategies should be opted for the management of channels
through which the ownership of product is transferred from producer to consumer. Morrisons
serves the people through both physical and virtual mode, they have around 500+ outlets
across the UK and apart from their shops they also serve through e-commerce sites
(Tillyaxodjayev, 2020). Morrisons also has a significant distribution channels across the country
to make the delivery effective and efficient, of their products and services.
Promotion :
Promotion stands for the activities, by which the sales personnel communicates the
merits of the products to attract customers. For promotions, there many marketing mix
strategies to be applied, such as personal selling, advertising, publicity and sales promotion.
Personal selling involves face to face interaction of sales personnel with the prospective
customers. Advertising is a non personal, flexible and dynamic promotional way of
promotions that involves newspaper, magazines, hoardings, display boards etc. Publicity is
too non personal form of promotions like advertising however, no payments are made to
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promote sales. Morrisons has opted for a very effective promotional strategy to attract
customers through rewarding schemes to the customers to boost the sales volume (Weiss and
et.al. 2020). As a promotional strategy they use various social media platforms to increase the
brand awareness and increase the brand value.
3.0 Recommendations
As a recommendation, it can be described that the Morrisons is doing well in recent
time but if it wants to go like the way it is now then company should focus on some parts of
its marketing strategy like it has to change its financing pattern of marketing it would have to
opt for self financing rather raising funds through loan. To promote its products company
issues vouchers and coupons which are up to an extent is good but if this practice goes
beyond the limit then it will lead the company into financial crisis.
9.0 Conclusions
On the basis of above explanation, it can be concluded that Morrisons is a
supermarket chain registered in United Kingdom and it is one of the leading company in the
industry in UK that serve the people with groceries, grooming product chain. Currently
Morrisons is facing financial crisis and as a result it is set to lose its market share, for
recovery the company has to slightly change its current strategy to gain advantage.
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REFERENCES
El-Amir, H. and Hamdy, M., 2019. Deep learning pipeline: building a deep learning model with
TensorFlow. Apress.
Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing and disruption.
Pearson UK.
Haley, B., 2018. Integrating structural tensions into technological innovation systems analysis:
Application to the case of transmission interconnections and renewable electricity in Nova
Scotia, Canada. Research Policy. 47(6). pp.1147-1160.
Sharma, A. P., 2021. Consumers’ purchase behaviour and green marketing: A synthesis, review and
agenda. International Journal of Consumer Studies. 45(6). pp.1217-1238.
Tillyaxodjayev, A. A., 2020. The importance of marketing communications in the development of kind
of sports in Uzbekistan. South Asian Journal of Marketing & Management Research. 10(12).
pp.18-29.
Weiss, M. Y. and et. al. 2020. Design and validation of a cervical laminectomy simulator using 3D
printing and hydrogel phantoms. Operative Neurosurgery. 18(2). pp.202-208.
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Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives 12
2.0 Clear and SMART marketing objectives 12
3.0 Marketing research to support the new product line launch 13
4.0 A situational analysis 14-18
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis 14
4.2 A competitor analysis including the market segments 16
4.3 Sub-segments 16
4.4 Articulation of the new product value-proposition in the eyes of the
customer 17
4.5 Development of the marketing strategies applied to the extended marketing
mix 17
4.6 Setting of an overall marketing budget, including allocation of planned
spend 17
4.7 Tactical actions 18
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
18
5.0 A comprehensive media plan that supports the planned marketing
campaign 19-20
5.1 A media budget 19
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives 19
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5.3 Appropriate digital, offline and social media channels for communication
19
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria 19
References 21
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1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
Organizational Mission :
Basically the mission statement describes the operations of the business and it is
important for the company to understand the mission for flawless operations. If any company
fails to understand the mission statement then it will result in major consequences for the
company (Aljanabi, 2020). If a company is willing to gain an edge over its competitors then its
marketing strategy have to move in line with the company's mission statement.
Corporate Strategy :
Corporate strategy is formulated by the top managers such as chief executive officer,
managing director etc. Such strategies include plans for stability, expansion, diversification,
liquidation etc. Marketing plan can also form part of corporate strategies, marketing is a
function of the company's business as the corporate level describes that what kind of product
and services which are to be sold by the company.
Organizational Objectives :
Objectives are the base of measurement which is time based, close ended and
measurable target that the organisation attempts to achieve which help organisation to
accomplish its goals. Marketing is an integral part of the business that the companies have to
consider while planning for new product launch.
2.0 Clear and SMART marketing objectives
The activity of objectives is a continuous process so as to organisations sustain
themselves in the competitive marketplace. Organisations need to be clear about their
objectives as where they want to reach within the stipulated time frame and what they want.
The structure of the organisations should be designed in the manner in which the resources
are allocated around the objectives to facilitate their achievement (Confetto and et.al. 2020).
Objectives should be SMART, which are discussed as follows:
 Objectives should be specific and visible.
 It should be measurable and manageable.
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 Objectives should be set in a manner which can be achieved, thus they should be
achievable.
 Objectives should not be made hypothetically, they need to be realistic.
 They should relate to the time frame.
3.0 Marketing research to support the new product line
launch
The business environment is quite dynamic and evolving constantly so whenever any
company willing to industry or the existing one is willing to launch a new product line, then it
will have to consider the factors which can affect the business externally. Thus before starting
the new business the companies will have to make proper market research to avoid adverse
consequences in future (Direction, 2018). For the research they have to prepare a proper
marketing research plan, through which the company can estimate the adequate result which
it is willing to achieve. For marketing research, following steps are to be followed:
Determining the market :
The first step is to identify the market in which a company is willing to operate. Since
Morrisons is planning to launch the new luxurious range of own brand food so it will have to
identify the market where it can create more value to the consumer.
Understanding the competitors :
After identifying the competitors, the company have to understand the existing player
as how they are doing good in the industry, using the market research report, internet,
newspaper etc. Morrisons has to understand its competitors' strategies to be ahead in the
competition by analysing the competitor.
Knowing the customers :
The product is launched for the customers so while deciding about which product is to
be launched, for this the companies have to understand the customers' mindset for the product
by conducting surveys regarding the said product as how they react on the same product
offered by other companies. Morrisons is planning to launch luxurious range of own brand
food product, for this they have to decide which group of a customers they are targetting.
Whether they are targetting niche category of the customers or the general one.
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Drawing up the Unique Value Proposition :
Company has to consider the fact why the customers will switch to their product over
the same product they are consuming, of the other companies. To get a competitive edge,
Morrisons has to add the value to the existing category of products which is consumed by the
customers. They will have to serve the products to customers which have to be distinct from
the existing player's products.
Determination of Marketing Strategy :
After all of the above steps, when the product is ready to launch, then the companies
should determine the marketing strategies, that how they will market the product to increase
the reach of the product. Once the luxurious food product is ready to launch, then the
Morrisons will decide what channels to be used to market the product. Using multiple
channels will make the higher number of population aware about the new luxurious food
product.
Monitoring :
At this step, Morrisons will have to monitor the strategy they have opted and
determine whether the strategy is going as planned or not. If the strategy is not going as per
the planned one then company should adopt corrective measures.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
SWOT analysis :
To generate the series of strategic alternatives, analysing the firms' internal strengths
and weaknesses and external opportunities and threats, is necessary. The identification and
analysis of strengths, weaknesses, opportunities and threats is usually considered as SWOT
analysis.
Strength : Strength is internal abilities of the firms which they can use to achieve
strategic advantage over the competitors.
Weakness : Weakness is the inherent limitations of the firms which creates the
strategic disadvantages to them.
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Opportunity : Opportunity is referred as favourable condition in the firms'
environment which makes them a strong player.
Threat : Unlike opportunity, the threat is unfavourable condition in the external
environment of the firms which can cost them the firms' existing position.
PESTLE analysis :
To start a new business, consideration of several factors such as political,
economical, social, technological, legal, and environmental, is must. The identification and
analysis of the factors mentioned above will be termed as PESTLE analysis.
Political Factors : Political factors require consideration of the Government policies,
rules and regulations, taxation and business policies of the country.
Economical Factors : Interest rates, purchasing power of consumers, exchange rates
prevailing to the country, such factors are noticed as economic factors.
Social Factors : Social factors such as consumers' taste and fashions, trends and
lifestyles, also play a major role while making PESTLE analysis.
Technological Factors : The technology evolution is an important factor for the
company as to how the company is changing its existing business process, pricing method
etc. according to the updated technologies.
Legal Factors : Legal compliance of the countries is an important factor for any
company which is willing to establish new business unit, product line etc.
Environmental Factors : Environmental factors include pollution, climate changes,
carbon emissions etc.
5C analysis :
5C analysis is a marketing framework to assess the ambiance in which a company
operates. It can provide perception about the important drivers of growth and the risk
exposure to several environmental factors. The 5Cs are company, collaborators, customers,
competitors and context, are discussed below:
Company : While analysing the company utilizing the 5Cs of marketing, the
important point is to define the company's competence that makes the company to be in the
competition.
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Collaborators : Collaborators are defined as entities that allow the company to
enhance the ability to expand their network to market and sell their products.
Customers : Customers are considered the persons who are willing to accept the
company's products as per their needs or want.
Competitors : Competitors can be considered as the other companies which are
operating in the same industry with the common method.
Context : The context in which a company performs is analysed with the use of
PESTLE analysis which provides the factors that affect the company's overall operations.
4.2 A competitor analysis including the market segments
A competitor analysis is a tool used for identification and analysis of competitors
exist in the market. It is an answer to the questions like how they are doing good? What they
are serving to the customers?
Market can be divided on the basis of two segments namely; traditional segments and
modern segments (Koba, 2020). These segments are explained as follows:
Traditional Segments : The main focus of the traditional marketing segment is on
the product and the market only. It is also diversified into two segments namely: geographic
and demographic segments.
Modern Segments : As time changes, needs of the customers also change,
accordingly the the modern segment focuses on the customers' wants and needs. It can be
classified in to two segments such as; psychographic and behaviouristic segment.
4.3 Sub-segments
Geographic segment : Geographic segment is referred to the location in which
people live. These can be divided by the purchasing and consuming habits of the people,
which differ according to the lifestyles of them.
Demographic Segment : Under this segment many variables are discussed of the
people such as their age, sex, occupation, income level etc.
Psychographic segment : This segment diversifies the consumers on the basis of
their personality, perception and their lifestyle etc.
Behaviouristic segment : Under this segment, consumers are divided by the market
segments, such as occasions, status, and their benefit, not by their knowledge and attitude
towards the use of actual products.
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4.4 Articulation of the new product value-proposition in the eyes of
the customer
Product value preposition refers to the behavioural pattern of the consumers as how
they react on the products. As Morrisons is planning to launch the luxurious range of food
then it will have to determine the consumers' behaviour as to the people will react on the
luxurious food, they will be served (Morrison, 2022). Basically the luxurious range of food
product should be established in a manner which will enhance the food habits of the
consumers, the concentration should be on the taste and quality of the product.
4.5 Development of the marketing strategies applied to the
extended marketing mix
Extended marketing mix referred to additional communication of the proposed
product with the consumers. The marketing strategies of extended marketing mix are
explained as follows:
Strategy regarding people : People are the human beings who try to influence the
perception and attitude of the proposed customers (Makarova and et.al. 2018). There are many
forms available in the industry which are useful in influencing the perspective of consumers.
The company can utilize the persons with the influential personality like sportsperson, film
actors, leaders etc.
Strategy regarding process : Process are the procedures that are used from the
manufacturing stage of the products to the delivery of them to the customers. The company
should conduct the operation in such a manner, which can result in reduction of the time that
is taken for delivery.
Physical evidence : The environment in which services are provided and where the
customers and the firm interact (Muhammad and et.al. 2019). The company should focus on to
create an environment which is customer-friendly where customer feel free to interact with
the company.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
Overall marketing budget of Morrisons Plc (Amount in “£”)
Particulars Year 1 Year 2 Year 3
Market Research 100000 120000 130000
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Media 70000 85000 95000
Hoardings 70000 70000 75000
Video Advertisement 50000 55000 60000
Marketing personnels 70000 80000 85000
Endorsement 20000 30000 35000
Samples 10000 15000 20000
Newspaper 8000 8500 9000
Total expected expenditure 398000 463500 509000
4.7 Tactical actions
Tactical actions can be referred as action plan of the strategy, and these can be defined
as efforts used to assist a company in achieving its predetermined goals. Morrisons can
approach the potential consumers through the generating leads, analysing the needs of
customers putting ads, developing websites, creating brochures and other actions used to
make the distribution easy (Wang and et. al. 2018).
4.8 Identifying appropriate control and monitoring measures to
ensure achievement of objectives including metrics to measure
success such as Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV)
Control and measurement is applied, after the strategy is formulated and
implemented, to evaluate whether the company is getting the results as planned. Morrisons
can use the following techniques to control and measure the strategies;
Return on Marketing Investment (ROMI) : Return on marketing investment is
used to calculate how much revenue is generated because of marketing in comparison to the
overall marketing expenditure.
ROMI = Total revenue – Marketing expenses / Marketing Expenses
Customer Lifetime Value (CLV) : Customer lifetime value is the revenue generated
from the customer over the period of time. The ultimate purpose of the CLV is to generate the
revenue from each consumer as high as it can.
CLV = Total revenue from single customer – Cost to acquire the
customer
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5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
Media budget of Morrisons Plc (Amount in “£”)
Particulars Year 1 Year 2 Year 3
Content Creation 10000 12000 14000
Video Advertisement 25000 28000 30000
Paid promotions 20000 22000 24000
Blogging 5000 8000 9000
Google Ads 10000 15000 18000
Total expected expenditure 70000 85000 95000
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
Technology is evolving by leaps and bounds, so it will be very useful for the company
to utilize the technological resources to market its products. There are many social and
electronic media platforms available, so for the company it will be useful for the Morrisons to
utilize the technologies to get the best results (Westwood, 2022).
5.3 Appropriate digital, offline and social media channels for
communication
Only making a product is not enough for the company to achieve expected results,
unless it is marketed well. There are many ways to communicate to customers such as
marketing through facebook, instagram, twitter, e-mail marketing, direct marketing etc.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
Quantitative research refers to the analysis of the statistics to gain reliable and
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relevant data to target the market, this is often performed by conducting surveys and
questionnaire. Whereas qualitative research is to analyse the every aspect other than the
statistics, it is conducted in many ways such as in depth interviews, online bulletin boards etc.
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