Principles and Practices of Marketing 1

This report examines the marketing principles and practices employed by Morrisons, a leading UK supermarket chain. It analyzes the company's marketing strategies, promotional techniques, and the development of a comprehensive marketing portfolio. The report explores the AIDA model, above-the-line and below-the-line marketing, and the importance of digital marketing in today's competitive landscape.

Principles and practices of
marketing 1

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
LITERATURE REVIEW................................................................................................................1
Overview of the Morrisons Marketing........................................................................................1
To identify the concept marketing and tactics to promote promotional techniques adopted by
company......................................................................................................................................1
What Should include in marketing portfolio...............................................................................6
TASK 2............................................................................................................................................6
AIDA ..........................................................................................................................................6
Above/Below the line .................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a critical business function for most for profit and non-profit businesses.
Marketing is a broad process that maintained the company profit and reputation in the overall
concept. Marketing includes several activities such as marketing research, product design and
development, promotion and customer service. Present study based on Principles of marketing
for which study taking Morrisons into action. Morrisons is the leading supermarket brand which
is the fourth largest chain of supermarket in the UK. Therefore, In the study of Morrisons this
will explains the affective marketing solutions. This will help to take plans or form of strategies
and tactical plans that are supported by the sources.
TASK 1
LITERATURE REVIEW
Overview of the Morrisons Marketing
Morrisons found in 1899 by William Morrisons, which head quarter in Bradford UK. It is
a public company that consider public interest as the first priority. In Morrisons 60% food is
available in fresh quality and sells through its own manufacturing stores. They provide both
offline and online services for their buyers. Apart from that, it helps to bring new emerging and
taklented goals to make the effective learning goals and objectives.
To identify the concept marketing and tactics to promote promotional techniques adopted by
company.
In Present days, the term marketing responses one of the best and most required tool for
the business. Marketing adopts the long lasting channel of distribution and goals to make
company profit more effective and long lasting. Morrisons adopts the fair and low prices
strategies to make their product or services more effective and challenging. They also considered
the product quality on the first priority to retain the potential customers. This will make the
things more growing and enlarging. Aim of the Morrisons is to make their store a pleasant place
to shop which offers a customer rewarding offers with the help of match and more cards.
Morrisons adopt policy that, always believes on facts rather than opinion. Morrisons attract client
by given cheap and good products at best offers. This will help company to retain market
stability and customer growth. Other than that, Morrisons also contribute in social development
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programmes by offering job opportunities for unemployed people, so that company has always
attached to their community. Around 117000 workers has employed and connected with the
super market chain.
Morrisons providing wonderful experiences for their clients by their offline or online
mode. They offer convenient shopping experience to their client which leads in focused delivery
in the distinctive shopping environment by showcasing the wide range of fresh food and given
customers the flexibility.
UK supermarket industry is the long challenging work goals and making new marketing
criteria and growth. This will help to recontinue the process of marketing and new statistical
goals. Morrisons has more than 490 stores in the UK with 131000 employees serving over 11
million customers each week.
As per the Balmer and Burghausen, (2018) every organisation works at target plan that
makes company more valuable and enlarging. This activity includes production, marketing,
trading, assembling distribution and others. Apart from that, without marketing knowledge and
skills, company cannot fulfil their organisation goals and promotional plans. Besides, it helps to
meet out the overall target performance and emerging market growth. Marketing promotional
strategies deal with long term target goals and adopt effective way of learning. The strategy is
the direction towards the goal tactics that helps to be the most competitive learning goals.
Marketing plans or strategies support the company main purpose and goals to be more
competitive. Strategic marketing and tactical marketing is the mots enlarging and learning
material goals. Morrisons is the leading and long term goal that covers the long term goal and
services.
Marketing also very essential and effective, to be more reliable to identify the needs of
client needs and wants. In order to make new strategies and goals. It is the best way to promote
the long effectiveness and developing better results and growth.
According to Chernev, (2018) Marketing concept consists different combination or
elements that plays a most important and essential role. That is product, Price, Place, Promotion,
physical evidence, placement, people. Etc. Product Promotion play a major role in marketing for
which company has investing huge investment on promotional activities, the word promotion
refers to make product aware in the market through different techniques. Such as Advertisement,
public relation, point of sale, word of mouth. All these kinds of promotional techniques are
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traditional way of learning. Promotional activities connect people with the company. On the
other side, different promotional activities of the company based on their target, budget, or
availability.
As per the Duke and Ashraf, (2019) Morrisons can adopt different strategies or methods
to adopt the best practical knowledge and goals. Company also need to adopt the strategies for
campaign success, such as differentiate, make it personal, placement, Employ multi channel
integration, think local, think success etc. all these tactics can help Morrisons to build effective
promotional strategies for their product or services. Marketing is the long way to promote
product or services at local, national or international market.
As per the Flora, Schooler and Pierson, (2018) Morrisons can also adopt Integrated
marketing communication plan to make the long term goals and making some specific product or
services. It is the some specific group of action that makes more opportunity for the company
development process.
In present world, Website first is the foremost way to find out the way of new learning
and goals. This is the best way to promote the more enlarging way to manage work or goals.
Morrison needs to develop or providing all information on the website to develop new learning
and goals. Such as they need to offer all product or services at the same level of time or develop
new way of learning and thought. Website information and services attract people towards the
company. Besides, buyer can also mention queries regarding any product or services. As per the
Grzegorczyk, (2018) website is the another minus point for the company and involve one threat
to not mentioning the effective goals or services. Moreover, this work helps to motivate new
learning goals and objectives.
Define marketing communication is tricky because in a real sense and making new
emerging new trend and goals. Winning store market and essential must need to have in an
longer channel of making things more reliable.
Morrisons has to differentiate their services and make it more flexible and challenging for
the company development. It helps to meet out the new advancing decision making approach.
Supermarket already has huge competition in the market, so it is very necessary for the company
to make effective learning goals. For that, Morrisons can make seasonal strategy through
products and events. Apart from that, developing winning is store promotions starts with a good
relationship.
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Placement is the another element to build efficient product campaign. Throughout the
store to encourage shoppers to buy more (Hunt, 2018). Placement is the direct way to promote
company product or services which is visible throughout the store to encourage shoppers to buy
more. This can help to make effective marketing portfolio for the better development process.
Employ Multi channel integration, create In-store display is the best way to promote
things into more efficient manner. This process or techniques of marketing help Morrisons to
attract new buyers. This is the another major and effective learning task that makes more
implementing task to build new learning goals.
Different theories of marketing can adopted by the organisations that give high profit
revenue sources (Ibeh, Crick and Etemad, 2019). Moreover, it brings new managing successful
business growth.
Morrisons can adopt different strategies and tactics that company can adopt such as
Ansoff Matrix model which develops new business opportunity. In this strategy or model refers
some new techniques such as Company can adopt market penetration tactic to attract customers
in which they more focusing to increase volume of sales products to the organisations existing
market opportunity. Further, they can also influence new market opportunity and goals. Product
development is the another term in Ansoff model that refers to accomplish existing market with
new products. Market development refers to full fill market set objectives and promoting existing
products in the portfolio (Jaworski, 2018). Diversification is the strategy that focuses on new
product development which either related or unrelated.
According to author they suggested some other marketing strategy that company adopt
into their business activities. Marketing Mix also a strategy or techniques to build marketing
portfolio. Marketing Portfolios should have some essential information in the company to build
new emerging information details and goals. The best strategy or tactic that company could
adopt that is Analysing market opportunities with the help of BCG growth share matrix. This can
help to reduce new learning way and managing effectiveness. In which company can easily
identified the current market high, low potential growth. This will help to promote company
product or services. This strategy can help to define better opportunity for the market that brings
new emerging growth and new systematic approach. This style of management goals will make
the new management opportunity and goals. This will help to communicate in more better
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manner and growth. Moreover, the thing is more appropriate and leading generating goals and
process to make more new enlarging opportunity for making new different act performance.
Moreover, marketing is the most essential tool that helps to regenerate new learning and
opportunity performance to brings new process of styles. Marketing strategy includes to long
term marketing plans to achieve marketing objectives. The marketing opportunities includes new
way or making effective learning (Kotler and Armstrong, 2018). Marketing tactics are the short
term goals and new services to make new theoretical process.
Morrison can also adopt different promotional tactics and strategies to enhance the
product popularity and goals. Through this process or methods, Advertising, Publicity Directing
marketing, Packaging, direct marketing, sales promotion, personal selling, POS Merchandising.
Promotional mix is the another term in marketing activities that given huge impact on the
overall sales. Such as Advertising, this is the paid form of non-personal presentation and
promotion of goods and services. This way of promoting marketing portfolio is more challenging
and effective. Through productive way of advertising and promotional task this helps to connect
the better customer understanding. In today's working environment, advertisement can build a
pull strategy in which customer definitely tries the product once in while to take the experience.
This is the opportunity for the company to attract number of client attention on the company
product or services. In the contrast, as per the author Advertisement having lack of faith and trust
due to which some people were not get into the process.
As per the Kotler and Armstrong, (2018) personal selling is the way of opportunity or
goal to make the new way to interact with client into more better manner. Personal selling is the
process to sell product or services in face to face manner. This is the traditional method of selling
which includes salesman . This process will make people more effective and challenging.
Personal selling, is the right way to promote things into more higher manner. Disadvantage of
this method it requires more time and invest less on the outcomes.
Integrated marketing communication is the process of coordinating effective learning task
that connects better opportunity and goals to make customer more happy and satisfied. The main
purpose of marketing process is to communicate better communication between the process of
company and clients. In other words, Promotion mix is the new emerging trend that makes new
process and goals to make work accordingly. Promotion mix refers to marketers a range of
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marketing. Promotional strategies having large number of scope to define new learning goals and
services.
What Should include in marketing portfolio.
Marketing portfolio is the document which contain company total product or services. In
order to make the long lasting results and growth. Marketing portfolio should always be
encouraging and enthusiastic for the company to attract people (Lim And et.al., 2018). This is
the long terms goals and effective learning outcomes to take new opportunity and goals for the
betterment. Apart from that, Company should need to adopt authentic sources or knowledge for
their new innovation strategies. Apart from that, Marketing portfolio is need to be very
descriptive internet presence to tell the story in front of their buyers.
Marketing portfolio should always be easy to understand and connected with the buyers.
Therefore, this process always inspire other buyers to get company product or services.
Moreover, it brings new opportunity and goals to get new development areas.
Apart from that, the most important and necessary way that Morrison can adopt to
enhance their marketing portfolio more authentic which is digital source (Olson And et.al.,
2018). For example: digital technology or new techniques can easily meet the new development
areas and get customer attraction.
TASK 2
AIDA
AIDA model is known as the most essential and significant theory or model of marketing
that consists all classical models of marketing. AIDA stands fro Awareness, Interest, Desire,
Action.
Awareness
Awareness is the process or term which is the foremost outcome of marketing strategies.
More awareness shows the popularity of the company product or services. Awareness is the
affiliation makes services or products more popular and enlarging. Awareness is the term which
makes campaign more aware. This section is very beneficial for the company when they launch
new product or services in the market.
Interest
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Interest is the another term of this model which includes benefits of the product or
services. Morrisons should need to adopt all all required and enlarging servicing growth that
makes people more enlarging and interesting towards the process of goals. Interest is the another
most essential and long lasting effective course of action (Poljić, Tešić and Košutić, 2018). For
example: New campaign for the company offers new services to their target group of customers
to enhance buyers interest.
Desire
Desire is the another terms that represents the value of product or services. This connects
or make new emotional connection of the company. This also represents the brand personality.
This consumer from liking it to wanting it. For example: desire of new product or services get
new client or buyers to Morrisons.
Retention
This is the another, term of marketing model. Retention is the another outcome that
company faced when they given quality goods and services to their clients. They can easily meet
the client needs and let them connected with the existing product or services. This makes
company more valuable and enlarging goods and services in an more appropriate manner. For
example: to retain buyers connected with the exiting services (Tripathi, 2018). For that,
Morrisons needs to provide some new offers and discount to make them happy and retained.
Above/Below the line
This is the another marketing strategy that company adopt which is Above the line or
Below the line marketing model. Above the line and below the line are the two element of
marketing that refers each other to grow. For that, marketing element connects new enlarging
and new development challenges.
Above the line : This is the term that company used in advertising the product or
services, often referred as above the line promotion refers marketing activities that are non
targeted and have a wide reach. ATL communication is done the brand and inform the customers
about the product. This strategy or model also define, mass marketing strategies that untargeted
and focused on building the brand. In order to use above the line promotion technique method
company needs to adopt, better developed opportunity and goals to make effective learning
targets. ATL can includes Television, Radio, Print Advertisements. The advantages of this ATL
method is to get wide reach such as Television is the best way to communicate about the new
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product or services. This style of marketing and opportunity helps to bring new emerging market
that helps to make the new productive goals. Another, effective purpose of the marketing is to
enhance the new learning targets (Balmer and Burghausen, 2018). ATL also helps Morrisons to
enhance brand building which makes long term target and goals. Apart from that, ATL is also
more beneficial to connecting people with more trusting way. The task and process will bring
new opportunity for the company which brings new effecting goals. Better connectivity with
customers given long term goal and increase the company brand value.
Below the line
It is the another way or strategy to build effective marketing opportunity and goals
through company can easily meet the company aims and objectives. In other words, Below the
line is more focused on the specific changes. This includes, memorable and direct advertising
activities focused on targeted groups of consumers. This includes direct marketing in terms of
target group of people. In this strategy company more focused on conversions rather than
building the brand.
Such example: Is Outdoor Advertising, Outdoor advertising is usually done in public
and are constantly on display (Grzegorczyk, 2018). Have a greater reach depending on the
locations. Outdoor advertising generally consists, flags Banners, Wraps, apart from that, it
brings new opportunity for the company development process.
Another method or way of BTL method is Direct Mail Marketing, this is the another way
or promoting activities to meet out the way of learning. Sponsorship is the another strategy of
BTL method that direct attract customers towards the company product or services.
CONCLUSION
As per the above research it has been analysed that how much marketing principles are
important for the company promotional activity. Present study has been discussed about the
strategies and tactics that company can adopt to enhance their sales of product or services. It
represents the importance of marketing and discussed the significance value of promotional
strategies. This will help to re control the long term goals and making new opportunity and task.
Moreover, study explained the new learning and objective to build new opportunity and goals for
the company. Furthermore, study also explained the importance of promotional activities and
discussed high promotional task. Study also explained about the new learning and higher
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opportunity goals. Also, report concluded about the tactic or model to express new managing
marketing strategies and goals.
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REFERENCES
Books & Journals
Balmer, J. M. and Burghausen, M., 2018. Marketing, the past and corporate heritage. Marketing
Theory, p.1470593118790636.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Duke, L. and Ashraf, A., 2019. Aligning Analytics with Marketing Strategy: Using Analytics to
Drive Marketing Strategy with New Media Applications. In Aligning Business Strategies
and Analytics (pp. 177-194). Springer, Cham.
Flora, J. A., Schooler, C. and Pierson, R. M., 2018. Effective health promotion among
communities of color: The potential of social marketing. In Social Marketing (pp. 353-
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Grzegorczyk, W., 2018. Marketing strategies of Polish companies on foreign
markets. Management. 22(2). pp.110-120.
Hunt, S. D., 2018. Advancing marketing strategy in the marketing discipline and beyond: from
promise, to neglect, to prominence, to fragment (to promise?). Journal of Marketing
Management. 34(1-2). pp.16-51.
Ibeh, K., Crick, D. and Etemad, H., 2019. International marketing knowledge and international
entrepreneurship in the contemporary multi speed global economy. International
Marketing Review, 36(1), pp.2-5.
Jaworski, B. J., 2018. Commentary: advancing marketing strategy in the marketing discipline
and beyond. Journal of Marketing Management, 34(1-2), pp.63-70.
Kotler, P. and Armstrong, G. M., 2018. Marketing Mix: Selected Chapters From: Principles of
Marketing, Philip Kotler and Gary Armstrong. Pearson.
Kotler, P. and Armstrong, G. M., 2018. Marketing Mix: Selected Chapters From: Principles of
Marketing, Philip Kotler and Gary Armstrong. Pearson.
Kotler, P. and Armstrong, G., 2018. Principles of Marketing, Global edition (17th).
Lim, W.S. And et.al., 2018. Adopting Cost Transparency as a Marketing Strategy: Analytical
and Experimental Exploration. Available at SSRN 3252823.
Olson, E. M. And et.al., 2018. The application of human resource management policies within
the marketing organization: The impact on business and marketing strategy
implementation. Industrial Marketing Management. 69. pp.62-73.
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Poljić, M., Tešić, D. and Košutić, N., 2018. Participation of digital promotion in the promotional
mix of small enterprises. Strategic Management. 23(4). pp.32-39.
Tripathi, D. R., 2018. Promotional Mix Strategies for Services in Rural Market. Indian Rural
Market: Opportunity and Challenges in the Global Contex. 1(1). pp.248-257.
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