MSc Marketing & Digital Media: Digital Marketing Plan for Morrison's

This assignment presents a comprehensive digital marketing plan for Morrison's, a UK-based supermarket chain. The plan outlines the aims and objectives of a digital marketing campaign, focusing on increasing customer awareness and sales through online channels. A detailed situation analysis, including a SWOT analysis, identifies Morrison's strengths, weaknesses, opportunities, and threats within the digital landscape. The assignment then delves into the target market, utilizing the STP model to segment, target, and position Morrison's products. It explores the digital media channels employed, such as TV ads, social media, and email marketing, and proposes key messages and taglines. The plan includes a timescale for product launches, and indicators for measuring the success of the campaign using both quantitative and qualitative methods. The conclusion emphasizes the importance of digital adoption for business growth, supported by references to academic sources.

Digital Marketing Plan

Table of Content
•Introduction
•Main Body
•Aims and Objectives
•Situation Analysis
•Target market
•Digital Media Channel
•Key Messages
•Timescale
•Indicator to measure success
•Conclusion
•References

Introduction
Digital marketing is the type of marketing where all
marketing activities especially promotion of products are
conducted by using digital gadgets like mobile phones,
laptops, social media, hoarding and many others. Digital
marketing plan is a process which define as making plans for
finding new audience, achieving brand objectives, aware
customers and many other marketing activities which is help
every day in an organisation through digitally.

Aims and Objectives
Aim- Morrison’s aim is to aware more customers about new
product launch through digitalization.
Objectives- The main objective of Morrison are-
•To aware customers about their products and services
through online.
•To adopt those media of digital world that is used by most
customers.
•To increase the sales of overall company for next 6 months.

Situation Analysis
SWOT analysis
Strength-
 Morrison is one the brand who adopted
digitalisation method as soon as possible
whenever any new platform of digital
technology introduced. They are present on
many channels like you tube, Instagram,
Facebook and etc.
 They solve problems by replying customer’s
queries as soon as possible on social media.
Weaknesses-
 Their official website did not seems as
appealing digitally as compared to their
competitors.
 They only focus on Twitter and they have more
influencers on Twitter that’s why they promote
better on Twitter but they ignore other
channels. They promote on other channels but
not as much as sufficient like Twitter.

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Opportunities-
 Morrison must involve another activity in
their marketing department and that is to
identify new technology related to digital
world so that they will adopt it first and
achieve success.
 They can promote their products in new ways
by sharing that how they use packaging
process for their products and how they serve
to customers. This will help them to get more
customer trust.
Threats-
 Morrison must aware about bad press
because their main aim is to ruin the brand
image of company by sharing wrong data
about the company.
 Every company has threat from their
competitors. Morrison’s competitor has better
strategies especially Aldi and this will impact
to their business too.

Target market
STP model-
Segmentation- It is the process of dividing markets into smaller parts to decide which group will
provide more benefit to the company. Morrison uses different digital ways to analyse their
market and divide their customers in different groups like they use computers and laptops to
analyse data by data interpretation techniques by representing data in pie charts and bar charts.
Demographic segmentation- Most of the companies including Morrison uses internet sources to
segment their market by searching about the behaviour and their population segment. Morrison
uses Firefox and Moshi Monsters to segment age, gender, income and etc. They segmented age
group from 16- 34 and from 34-54 and above. Both genders will all income groups are
segmented by them.

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Targeting- This is the process of choosing one or more group from segmented groups to analyse
targeted customers so that company will offer their products to them only. Morrison collect data
and analyse which segment has more customers and which customers are more interested in their
services by understanding data by making it more clear with the help of computers and laptops
then at last a presentation is shared to senior authority to make them clear about target market by
using pie charts and tables with the help of software. Morrison targeted customers of both gender
and who is above 16 year old. They mainly targeted middle income group of customers. They
also target loyal customers who mainly like to purchase their products.

Digital Media Channel
It suggests the following platforms of digitalisations used by companies to get success. In context of
Morrison they use following digital media channels-
•TV ads- They use to promote their stores by showing the advertisements in Television.
•Hoarding- They has their ads on big hoarding at roadsides of UK.
•Social media- They share the pictures and send their feedback forms through social media to get
more attention of youngsters.
•E-mails- They send the receipt of the payment of customers through e-mail and also aware their
customers that their online ordered products are confirmed or not through emails only.

Key Messages
It includes short and effective messages in the form of slogan or tagline for company to attract
customer’s attention toward them. Morrison’s actual tagline is “Morrison’s makes it” which is
less effective in today’s scenario. It is suggested for them to use such attractive slogan or
tagline which also states that they are adopting new digital ways in their business. The tagline
for Morrison’s online business would be “switch to digitalization to get better experience” or
“The time to digitalization is the time to grow”.

Timescale
It means a particular time involved to launch a new product which is beneficial for company to attract
more customers. In context of Morrison, they must launch their products at Christmas time because
this is the time when all customers go out of their houses and purchases more products to celebrate
their favourite festivals.

Indicator to measure success
It means to measure performance of company by using some methods and techniques. Morrison measure
their performance by following indicators-
Quantitative method- This are the methods which involve to measure performance through numbers,
statistics and many others. In context of Morrison, they adopt this method by recording overall sale in
numbers and they also compare to last year to analyse that whether they grow or they lack behind to
grow their business. They uses computers and laptops to record their data in Excel sheets and to compare
with another year.
Qualitative method- This is the method which involve managers observation to check whether the
company is growing or not. In context of Morrison, they held time to time meeting to analyse the ideas
and behaviour of their employees toward their company and they also check the observe the impact of
new technology adopted by companies ion their employees.