Marketing Campaign Report: Morrison's Organic Beauty Products Launch

This report presents a marketing campaign analysis for Wm Morrison Supermarket Plc.'s new organic beauty product launch in Gibraltar. It begins with an introduction to Morrison's market position and the rationale behind the new product, targeting women aged 18-60. The report details market research, product features, and target audience segmentation based on geography (Gibraltar) and demographics (age, gender, income). A comprehensive marketing mix is outlined, covering pricing strategies (penetration pricing), promotion through social media and campaigns, distribution through retail and online stores, and product features emphasizing organic ingredients. The core marketing deliveries include a social media campaign. The report outlines the six stages of product launch (generating ideas, screening, concept testing, marketability testing, product development, commercialization, and post-launch review). Recommendations focus on increasing market share through targeted marketing, product redesign, and new product development. The report concludes with a forecast of increased sales and market share based on the recommendations and includes references to relevant academic literature.

Marketing Campaign
for Launch of a New
Product

INTRODUCTION
 Marketing is defined to as that activity of company which lead to
promotion and selling of products and services in market to both
B2B and B2C clients also includes research about market and
advertising.
 It is very much essential that company is taking into account all
type of factors and elements of marketing so that they could be able
to grow into market.
 In the given assessment there will be done on Morrison for its new
product development as they are launching their online organic
store in Gibraltar.
 The report will be discussing about process of product launching
starting from market research about product, then marketing mix
will also be included.
 The discussion will also be done in core marketing deliveries, target
audience and segmentation of market continued with launching
stages.

TASK 1
New product development
 Wm Morrison Supermarket Plc. is that 4th largest chain of
supermarkets in UK which is operating into Great Britain, Wales
and Scotland with over 500 stores.
 It was founded in year 1899 by selling egg and butter into Bradford
then after it expanded its operation all across UK with increasing its
presence in South of England.
 The market share of Morrison in 2017 was 10.14% that is having
its top rivals as that of market leader Tesco with 27.8% share,
Sainsbury with 15.8%, ASDA with 15.3% and ALDI with 7% of
share in market.

CONT….
Product overview and product features
 There are various types of beauty products which are available in
market but due to growing awareness among customers related to
many type of skin problems they are now somewhere attracted
towards organic and bio products.
 There is range of organic products which Morrison is planning to
launch like that of hair oil, body scrub, cream cleanser, natural and
organic skincare as well.
 All these will be targeted to female segmentation of market as they
are the one who are using beauty products mostly.

CONT….
Target audience and market segmentation
 There is larger section of society who is very much worried and
concerned about their skin, beauty and signifying aging difference
between then and others as well.
 It could also be included that gender is that one major factor which
is affecting the choice of skin care products.
 So for Morrison the main target audience will be young and old
women who are very much concerned about blackheads, acnes and
wrinkles as well.
 The market segmentation will be done based on below mentioned
points like that of:

CONT….
Geographic-
 The selected area for implementing the target audience and selling
out products to customers will be that of Gibraltar.
 As Morrison is having its only store in Gibraltar which is outside
the territory of UK so this is chosen as it will be giving company
more chance to explore the market area.
Demographics-
 There are demographic segmentation of market will based on age,
gender, income and standards of people under which the people or
target market is divided into.

CONT….
Age:
 As the organic beauty product which is been introduced by
Morrison is mostly targeting all age women who are concern for
their skin and hair care.
 This is very much common customer demographic feature which
manager is using to segment their markets for selling products.
 So Morrison with introducing their organic beauty product will be
targeting women and girl from age 18-60 years.
 From the market research it could be concluded that product will be
priced at below average, must be having latest cutting edge
ingredients and boasting latest biotechnology as well.

CONT….
Gender:
 This segmentation of market includes division of customer done
based on gender which is very much common marketing strategy.
 There is very wide difference between male and female in their
need and want in respect to many products and services as well.
 There will be segmentation of market based on gender as it is
playing very important role into market segmentation.
 So Morrison will be targeting all women so that their organic
beauty products are gaining much more popularity among all
customers.

CONT….
Marketing mix
 Marketing mix is that combination of all factors which is controlled
by company to influence all customer to purchase its products.
 This is the best strategy for company which they are using so that
they could be able to segment their market.
 There many elements which comprise into this strategy of
marketing mix which is enabling company to approach towards
their customers so that they increasing profits.
 These elements are as under:
 Price
 Promotion
 Place
 Product

CONT….
Price
 In way of tackling all competitors in market both the branded and
non-branded rivals as the pricing policy of company is maintaining
the value addition into the products of company.
 In way of catering all sort of different need and want of various
segment of customers it is very much important that Morrison is
following good pricing strategy.
 As it was included that it will be keeping its price of products on
average bases so this means that they are using penetration pricing
strategy.

CONT….
Promotion
 It is very important for Morrison to promote and advertise about
their organic beauty care range which they are introducing into
market.
 As they are selling their new products as organic beauty products to
all age of women and girls so they should be using various tactics
like that of social media, television and campaigns as well.
 So Morrison will be doing its promotion of organic beauty products
so that they are having greater reach than their customers as
compared to other competitors.

CONT….
Place-
 As Morrison is spread towards the whole UK and to
Gibraltar as well so the demand of quality and organic beauty
product in market is there. This will be leading to have greater
distribution of company and its convenient products distribution at
its retail outlets and online stores as well. It is very much important
for company they are doing their distribution of products and
service in much easy and convenient manner which will be helpful
for them in easily reaching to customers.
Product-
 As they are having the products of organic beauty care
which is made up of organic ingredients which are for different
type of skin and hairs into variety of product. There will be variety
of product which will be including like that of skin care items, hair
care items, hair colour as well.