Promotional Activities and Marketing Theories in Morrisons

This report discusses the promotional activities and marketing theories applied by Morrisons, a leading supermarket chain in the UK. It covers various promotional activities such as promotion mix policies, customer-facing touchpoints, external spaces, digital platforms, and promotion through third parties. Additionally, it explains the AIDA marketing theory used by Morrisons to attract and influence customer purchasing decisions. The report provides insights into Morrisons' marketing strategies and their focus on fresh foods and groceries.

Principal of Marketing
- Resit 1

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
TASK 1 ................................................................................................................................................3
Discuss various promotional activity that occurs at different aspects.............................................3
TASK 2 ................................................................................................................................................8
Explain various marketing theories which are applied by organisation..........................................8
CONCLUSION..................................................................................................................................12
REFERENCES...................................................................................................................................13
Books & Journal:...........................................................................................................................13

INTRODUCTION
Marketing is a wider as well as broader concept includes various activities such as
advertising, selling, storing etc. With changing period of time, firms are using this concept as
integral part of business (Cummins, 2016). Morrisons, a largest supermarket multinational
organisation headquartered in UK. It is being considered as fourth largest chain of supermarkets
after Tesco and Sainsbury. This report comprises of promotional activities, customer facing facing
touchpoints, external spaces, digital platforms and promotion through third parties. Then, further it
also involves marketing theories which firm uses. It is necessary to focus on principles because they
provide appropriate directions to organisations for accomplishing objectives. With help of principles
of marketing, it is easier to identify potential end user as well as market. It is necessary to be active
so that they activities are being carried out in correct way.
MAIN BODY
TASK 1
Discuss various promotional activity that occurs at different aspects
In this competitive market, it is necessary to focus on promotion activities so that it is
possible to survive in market for longer period of time. Promotion is technique which is used by
entities for advertising their product or services (Tontuș, 2018). In relevance with selected firm,
they use these promotional activities in most efficient way. It is duty of manager to make ensure that
most suitable option are be4ing adopted. It is often seen that customers easily get attracted towards
a brand when they are see posters, advertisement, or promotions within the market place. Thus, it is
crucial for firm to focus on their promotional activities so that customers are aware of the brand. It
is not possible for any company to survive without implementing strategies or tactics. Principles
guides and directs businesses what, why and how to do something. Many entities uses these
principles so that productivity of business increases.
Promotion Mix policies-
It is defined as promotional tool used by companies to create or maintain demand or
preference for products and goods. It includes several methods such as advertising, personal
selling, public relations, directing marketing and sales promotion. It depends upon enterprise to
select or focus on which approach or all methods can be adopted by entity if level of competition is
high. These are to be used so that public is ware about entity or product that they they physically
present. The undertaken report is based upon how enterprise uses promotional activity. These
policies assist in development of other functions and operations also.
Promotional activity-

At customer facing touchpoints- Touchpoints are defined as a time form which a
customer come in contact with product or brand. Customers touchpoints such as searching of brand
through online ads, ratings, e-commerce websites retail stores etc. They gives a brief analysis of
why or what the end users are looking for. Through this, resources are used accordingly by
enterprise (Suryawanshi, 2020). In relation Morrisons, they focus on these touchpoints as it helps
them to carry out the decision making is proper manner. In their stores, chosen company promotes
their product through their stores, sales man by highlighting product specification or features. After
analysing these touchpoints they focus on them with proper considerations. This also help them to
target their potential market as well as end users in effective way. Thus they mostly use other stores
such as local stores of street market to promote their product.
Evidence- From the above given picture, it has been seen that the entity keep it self regular
updated on social sites and internet to attract end users. Moreover, they too use social platform as
their crucial tool for promotions (Edmondson, 2019). (Manager of company make assures that
suitable tools are being used & provide reliable information to public. By focusing on touchpoints
they also put attention on customers needs and demands. Also, they use local streets and shops for
advertising product or services. They are to be adopted so that sales and profit level of business
boost up at rapid scale.

In external spaces- Promotional activity also occurs in external sources as they are easily
noticed by end users. Moreover, this type of technique is mostly used by firm as they are cost
expensive and effective as compared to other form of techniques of promotions. With help of
external sources it easier to attract end users for product within a period of time. It widely adopted
by organisations so that goals are achieved in proper manner. These billboards are commonly fund
in high traffics on highways. It is one of the most way of creating a brand awareness in public.
There are several types of billboards such as Bulletin, painted, mobile, scented, digital etc. It
depends upon entity to select the most appropriate one. Thus, selected organisation uses digital &
classic billboards as they are easily observed by public.
Evidence- The above picture depicts that Morrisons uses the external source- billboard as
promotional technique. It depends upon company to decide to chose the location for billboards.
Thus with help of market research, it is easier to decided the appropriate location for the advertising
(Tagai, 2018). Also, it has been analysed that they are to be regular updates so that users are
attracted with good numbers. It assists them in attracting of large end users from different locations
or region. It is critical task which is to be done in effective manner. This approach requires
innovative thinking so that product is displayed in most attractive way.
Via Digital Platforms- Technology has become essential part of business with changing
period of time. Many enterprises use different online source to promote their product. Digital
platforms are being considered as one of the major way of promoting brands. Through their use, it
is easier to access or create awareness of band at wider scale. In context with Morrisons, they are
able to use these digital platforms with appropriate considerations and strategies. Furthermore, they
use Facebook, Inst-gram etc. as digital platforms (Genchev, 2017).
It has become common now a days to use technology as source of advertising for firm and
their activities. A budget is prepared prior to use of such platforms by company. As this results in

elimination of errors and other risks associated with it. To use them properly, they first tracks users
e-mails, data or other credentials so that their their daily activities are tracked easily though which
they are able to observe their day to day activities on online mode which is beneficial for firm.
Evidence- The displayed picture depicts that companies uses Facebook as a social platform
and they regularly update themselves so that they are being recognized at broader level. Then
further, it is examined that they use them with proper decision making so that errors do not occur
during the process (Leonidou, 2019). It helps them to understand the demand or requirement of
targetted customers in most efficient manner. Also, e-commerce websites are being too used by
them such as they have been partnered with Amazon for online selling of their retailing. This
approach is cost expensive & requires deep analysis of market and high level of expertise so that
positive results are obtained. When using websites or social media, market analysis is to be done in
such a way that goals are achieved during a period of time. Therefore it is time consuming process
& require depth knowledge of marketing.
Through third parties- In this promotion activity occur or is being carried out via third
parties. They are also considered as outsourcing source who promote brands products or goods via
news articles, blogs, agencies etc. To do this, they charge some amount of fees through which they
do some percentage of work. It is most effectively used as they are able to focus on their activities
by reducing the workload of business (Seidlova, 2019). In reference with chosen entity, they also
have been partnered with Deliveroo. Deliveroo is an online food delivery company who works with

some of the biggest supermarkets which provides foods or beverages services via their online
application.
The first delivery bike started from Canning Store
Evidence- Deliveroo is online food delivery enterprise headquartered in UK. They have
developed a partnership with Morrisons. Customers have to sign in to the application to order the
product. End users who did not sign up will be charged £4.99 fees for delivery (Dahl, 2018). The
given picture shows that they deliver groceries products to customers. It also act as promotion
technique of corporation & deliver part is done by other firm. Therefore, the third parties reduces
other activities of a particular organisation. It has been specified that they provide quality of
services to they clients which also develop their business relationship. Deliveroo has many
competitor such as Uber, Just Eat, Grub Hub . Thus, when selecting third party correct measures or
analysis is to be adopted so that right agencies are chosen for completion work.
Morrisons marketing background-
Morrisons is a largest supermarket store in UK which uses various types of marketing,
strategies and tactics for the development of business. They uses marketing mix as their main
strategy to market their business. The company is focused on fresh foods and groceries which are
considered as key sources for increasing profit or sales revenue. They are known for their quality
and freshness and foods & shops (Zeithaml, 2020). They have invested a large amount on their
marketing through social media, external / internal source of advertising etc. Moreover, with
changing time period they adjust according to emerging trends which assist them in understanding
needs of their clients and prospects. Marketing Mix of Morrisons analyses the brand/company
which covers 4Ps (Product, Price, Place, Promotion) and explains the Morrisons marketing strategy.

As of 2020, there are several marketing strategies like product/service innovation, marketing
investment, customer experience etc. which have helped the brand grow. The band manager is
focusing on global developing development to gain competitive advantage across the globe. They
put ideas, innovation, invention, creativity when it comes to marketing function. It is being
examined that use updated technologies to keep walk with trend. This is seen that they have
partnership with many other agencies such as Deliveroo who market their band at various locations.
(Pashootanizadeh, 2018).
After a brief analysis of above matter, it has been analysed that stated promotional activities
are being considered as crucial process of marketing. All are to be used after examining of factors
carefully so that problems are not faced by entity. Furthermore, evidence has of each promotional
activity is discussed at depth. Manager of company need to use them appropriate research which
reflects that option which has been selected is correct. With deep level of knowledge, these are to
chosen for firm activities. Moreover, with marketing skills these are used in proper manner.
TASK 2
Explain various marketing theories which are applied by organisation
Marketing theories are necessary to use and apply in business so that decision making,
models, frameworks are adopted in most proper way. Marketing is the collection and analysis of
data that helps companies sell products (Arora, 2018). This credentials assist corporations to make
new products or change existing ones, set prices, choose distribution channels and create a brand or
image in marketplace. With help of theories, it become easy to make decisions within the business.
It is responsibility of manager to make ensure that these theories are applied in such way that goals
are achieved. To understand them properly, practical & theoretical knowledge is required at deeper
scale. Therefore, when going through them correct measures are to needed to be adopted. So,there
are two types of theories which are discussed below-
AIDA- It is elaborated as attention, interest, desire, and actions. This is model which helps
businesses to attract customers for product by stimulating or influence their decisions process. It is
time consuming process which is essential to be adopted by every entity (Rahman, 2016). It act as
agent which helps business and convince end users with their purchasing decisions. This is also
viewed as communication tool which is used by organisations in specific market.
In reference with chosen firm, they too use this model with aim of achieving or say
increasing customers ratio. In this, decision making is carried out in effective manner. It specifies
various aspects through which customers passes while making a purchase. Marketers use this model
to attract customers to purchase a product.

The displayed picture shows that this model has four components which are mentioned
below-
Attention- This first phase in which main focus is on grabbing attention of customer
through use of colours, celebrity, model, etc. If awareness is not created, then it is not possible to
perform the marketing activities. In relation with given enterprise, they create awareness through
ads, social influencers etc. Thus, people are aware about their brand at larger scale. Manager of
product make assures that it is done at geographic level so that undertaken objectives are achieved.
They too use broadcast media for developing attention within the market place (Sugiono, 2017).
Interest- Then comes the interest which is too crucial because it is necessary to create a
interest so that targetted end users read, search regarding company. This results in creating a image
in mind of end users (Cummins, 2016). By the use of an attractive sub head, interest can be
invoked. It varies from person to person and accordingly interest is created. In relation with
selected corporation, they use effective strategies so that all interest is being developed
properly. It can be created through keeping and following the trends, fulfilling all needs of
consumers, providing value, establishing positive relationship, delivering total satisfaction etc.
Consumers are mostly interested in getting quality of products for which they are paying, affordable
rate etc. Therefore, ample number of tactics are implemented for developing interest.
Desire- Further arises desire in which it involves specification, qualities, characteristics,
features, durability, etc. is written in detailed about the product at back or front. It is essential to
analyse the desire of individual so that what they actually want are examined. It is necessary to
analyse the need of desire so that process is carried out accordingly. In reference with Morrisons,

they analyse the desire of individual through use of deep research and going through data collection
methods for which they used for collecting informations. It is a critical task which requires
appropriate skills. So, common techniques for Desire comprises of before and after photos, which
is used by cleaning products and anyone else seeking to positively change lives. Audience should be
able to see how company's offerings can make their lives better, whether it has to do with wealth,
health, or other desire need. If done properly, prospects at the Desire stage will be ready to make a
purchase. Thus,it is to be done on the basis of customer point of view not on business view. It assist
in using of marketing tools in most appropriate way.
Action- At final aspect, it involves final decision of customers regarding product whether to
purchase it or not (Tontuș, 2018). Most of the times marketers or salesman create urgency in selling
of product once the consumer shows deep interest. But sometimes, it also creates negative impact &
might leads to conflicts. So, when both the parties reaches at this aspects everything is to be done
with proper decisions. Free trial of product need to be given so that prospects are aware of the use.
In context with selected corporation, they give time to their users for thinking whether to finally
purchase or not. It is important to create a ease process for them so that they find it easier to
purchase. It is stage in which prospects can be converted into customers and might nit be depending
upon the situation.
Benefits-
Engage customers with both product as well as brand- AIDA help company in keep
engaging prospects to organisation & goods. By this it is easier for them them to use resources
without any worries. It also helps them to introduce or advertise new one efficiently (Suryawanshi,
2020).
Identify relevant audience- Another benefit is that it assist in identification or examining
of potential prospects who ready to purchase or have keen interest in buying.
Advertising approach- It is used as advertisings approach by as it promotes the goods or
services at wider level. Thus, it is combining tool used and applied universally.
Marketing communication- It helps marketers to communicate with audience effectively.
Trough this, information is gained at deeper scale. When communication is done properly,
prospects are able to understand the message appropriately.
Limitations-
Time consuming- It is a time consuming model and which requires high level of
understanding.
Above/ below the line-
ATL- It is marketing in which promotion is done at broader scale and has large reach to

audience. These are used by marketers in untargeted form as hey try to target everyone. For
example- TV Campaign is aired at wider and larger scale. In relevance with chosen entity, they use
this form of marketing theory when they need to occupy larger customers population.
BTL- This is kind of approach in which marketers focuses on specific group of people or
geographical zones (Edmondson, 2019). This is done ion targetted form with limited reach. It is
useful when product line is being extended and need promotion within a sector. This kind of
marketing is best for conversions and direct response.
After analysing of given paragraph, it is seen that they use these specified theories to run
their business operations and functions without facing any issue or problems. So, both are
applicable & are adopted according to marketing principles. Furthermore, selected brand uses these
both theories so that they target maximum and correct prospects. It save their resources, money,
time & manpower to complete process.

CONCLUSION
After a brief analysis of above report, it has been concluded that promotion and advertising
is to be done after a deep market analysis. Discussions have been made about types of promotional
activities occurs at various aspects and marketing theories. Aida and ATL/ BTL have been explained
at depth as marketing theory which are used by organisation. To obtain marketing goals, it is
necessary to follow or consider all principles carefully so that everything is done with appropriate
measures. The undertaken report provides detailed explanation of all the promotions activities whch
are considered by organisation.

REFERENCES
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