Principles and Practice of Marketing: A Case Study of Morrison

Running head: PRINCIPLES AND PRACTISE OF MARKETING
Principles and Practise of Marketing
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1PRINCIPLES AND PRACTISE OF MARKETING
Table of Contents
Company Background................................................................................................................2
Task 1:........................................................................................................................................3
Portfolio......................................................................................................................................3
1. Introduction:...........................................................................................................................3
Task 2.......................................................................................................................................11
2.1. Introduction.......................................................................................................................11
2.2.1 Promotional Mix of Morrison.................................................................................11
a) Advertising.............................................................................................................11
b) Selling....................................................................................................................12
c) Public Relation.......................................................................................................12
d) Direct Marketing....................................................................................................12
e) Sales Promotion.....................................................................................................12
2.2.2 How Morrison applies AIDA model...........................................................................13
a) Attention................................................................................................................13
b) Interest...................................................................................................................14
c) Desire.....................................................................................................................14
d) Action.....................................................................................................................14
2.3. Push and pull strategies of Morrison.............................................................................15
2.3. Conclusion.........................................................................................................................16
References:...............................................................................................................................17

2PRINCIPLES AND PRACTISE OF MARKETING
Company Background
Morrison is considered to be one of the biggest retailers and supermarket chains in
United Kingdom. Since its emergence, it has rapidly developed its business and at present,
has more than four hundred stores in UK and is also the part of stock exchange FTSE 100
Index. The main mission of Morrison is to provide its customers all around the globe with
best value for money on their day to day shopping. With the same, its vision is to aid to the
creation of brand new products and industries for a better world for living. The company
achieves its vision in several ways, particularly given that its customers all around the world
have an increasing focus on the quality, freshness and provenance of the food that they buy. It
is also perceived as a good value by all its customers world-wide. The market share of
Morrison as per the data of 2017 was 10.4% (Michalakeas et al. 2015). It is one among the
big four fastest growing supermarkets in the world. The company has over hundreds of years
of experience in the retailing sector. Since its emergence, it has rapidly developed its
business.
Marketing plays an important role in Morrison in several different contexts. Indirect
and direct marketing are both important for targeting the market for this company. It focuses
a lot on its product quality and designs. It provide each every material right from clothing,
food, beauty products to books and magazines. It advertise its products and services online by
making use of digital marketing strategy and Facebook and Twitter are two of its most used
platforms. With the same, it also performs its advertisement of the products and services
through newspapers, television etc., and at the same time promote and develop the attraction
of the customers. It has delivered sales growth of about 11 consecutive quarters despite of
huge competition in the retail market of UK. It lead a clear and fair business. It encourages
customer feedbacks and allows both positive and negative feedbacks of the customers to

3PRINCIPLES AND PRACTISE OF MARKETING
showcase on its websites At the same time, Morrison make use of good value strategy and
sells high quality products at premium price. Many a times, it attracts attention of its target
market by means of endorsement from the celebrities and experts. It also distribute its
products through both its online stores and through its official websites. The company fixes
the level of prices, the pricing policies, the discounts, rebates and the levels of margins before
launching of the product only after assessing the purchasing power of its customers in the
areas that it serves. Many of the times, it is seen that the people of Morrison are delivering
speech on roads for promoting their brand in U.K.
Task 1:
Portfolio
1. Introduction:
For the first part of the assignment I’m supposed to act as a marketing consultant who
has been asked to undertake research into the promotional tactics into a high street
supermarket in the United Kingdom called Morrison. It would highlight the information
about its practical promotional mix policies in the form of a detailed portfolio. The next
section of the assignment would present a theoretical aspects of the promotional mix that is
used in Morrison and would further evaluate the effectiveness of the tactics used by them.
The main focus of the report shall be on how the supermarket applies AIDA model and the
push and pull strategy process used by it.
1.1. About Morrison
Morrison is considered to be one of the biggest retailers (the fourth largest) and
supermarket chains in United Kingdom. It was founded in the year 1899 by William
Morrison. In the year 1961, William Morrison opened his first store in Bradford. Very soon,