Morrison's Marketing: Strategy, Mix, and Customer Driven Approach

This report examines the marketing strategies employed by Morrison’s, a major UK supermarket, focusing on its marketing mix and customer-driven approaches. It details the development of Morrison’s marketing strategy, including an analysis of the Ansoff marketing growth strategy and its components: market penetration, market development, product development, and diversification. The report further discusses the marketing mix, emphasizing the four P’s: product, price, place, and promotion, and how Morrison’s utilizes these elements. Additionally, it explores customer-driven strategies such as segmentation, targeting, positioning, and differentiation, highlighting how Morrison’s segments its market and targets customers. The report concludes by underscoring the importance of a customer-focused approach in achieving marketing success.

Principles of Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Develop the marketing strategy...................................................................................................3
Discuss the Marketing Mix..........................................................................................................5
Discuss the customer driven strategy..........................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the process of promoting the products and services of an organization to the
customers by satisfying the needs and requirements of the customer. Marketing includes many
factors like advertising, selling of products and delivering products to the customers or to the
other businesses. The main purpose of marketing is to generate revenue and profit and brand
value for a company (Palmatier, and Crecelius, 2019). The main four principles of marketing are
product, price, place and promotion. The report will illustrate the marketing strategies and how it
is developed in Morrison’s and also the marketing mix of the company. The report will also
elaborate the customer driven strategies like segmentation, targeting, positioning and
differentiation.
MAIN BODY
Develop the marketing strategy
Marketing is the core concept which is used for running a business and this helps in increasing
the revenue and productivity of an organization. Marketing helps in growing the company and
also helps in maintain the brand name of the company (Ferrell, Hartline, and Hochstein, 2021).
Here in this report the marketing principles and strategies of the “Morrison’s “company will be
discussed and also the ways by which the company can grow more in the future will be
explained. Morrison is online supermarket and it is the fourth largest supermarket in the United
Kingdom. Its headquarter is situated in Bradford, united kingdom and founded by William
Morrison. The mission of Morrison is to always deliver: “the very best for less”. The company
believes in delivering products online in a given turnaround time for fulfilling customer needs
and requirements. The main aim of the company is to deliver food and grocery items to the
customer through online and digital mode. For generating the revenue and profit the company
have many marketing strategies but for this it is very important to know the concept of marketing
strategy. Marketing strategy is defined as a strategic planning for selling and promoting the
products and services to the customer by satisfying the needs and requirements of the
customers.it allows the organization to concentrate on the opportunities for making the company
more productive and successful(Sheth,2021). Having a right marketing strategy helps in
determining the right path for meeting the objectives in the targeted market. A good marketing
strategy helps in determining right path, clear objective goal for running the business. Morrison
also have a good marketing strategy in developing and expanding its business. For a marketing

strategy there are some which have to followed by the organization like at first setting objectives,
after this doing market research and knowing the competitors in the target market , once the
research is completed then the organization can take decision based on the four P’s which are
product, price, place and promotion and at last write down the research and decisions that are
taken and after this one will be able to understand well about the marketing strategy for growing
the business more successfully. For increasing the growth in the future Morrison’s can use a very
good strategy which is Ansoff marketing Growth Strategy. The Ansoff marketing growth
strategy is also known as product/marketing expansion grid and the type of strategy used in this
is diversification and this is one of the highest risk taking strategy. This strategy helps in finding
the relative attractiveness of growth strategies that influences the existing products and markets
as compared with the new ones. The strategy consists of four basic components which are as
follows market penetration, product development, market development and diversification.
Morrison’s can use these components for expanding the growth rate of the organization.
Market penetration
This is one of the most risky while using a marketing strategy in the organization.in this
employee used to sell the existing products into the market to the ones whom they have existing
relationship. Morrison’s can use this strategy which includes increasing marketing efforts or
streamlining the process of distribution, decreasing the prices of the products so as to attract or
influence the customers, finding a competitor in the market(RASHID, 2020).
Market development
It is the next least risky strategy that can be used by the company for increasing the growth rate
because it does not require any type of investment for the development of the product.it allows
the management team to influence the existing products and then taking the products into a new
market. This strategy include some approaches which can be used by Morrison’s like target
demographic, regional expansion, international expansion.
Product Development
The business which have the ability to listen to a particular market or to the targeted audience
have a huge chance of expanding its business in an appropriate manner. For this the organization
can invest in research and development, acquiring the rights to produce and sell the products of
another firm, creating a new offering by branding a white label product which is actually
produced by third party.

Diversification
It is one of the most risky strategy .there are two types of diversification strategy one is related
and other is unrelated. The related strategy in the one where the potential synergies can be
realized between the existing business and the product (Dawes, 2018). The unrelated is the one it
is unlikely that the real synergies will be realized between the existing business and the new
product.
Discuss the Marketing Mix
The marketing mix can be defined as the set of tools used by the organizations in order to meet
the objectives in the target market.it a type of model which is used by every organization for
running its business and it is basically based on the four P’s which are product, price, place and
promotion.it is used for marketing plan which includes multiple areas of focus. Morrison also use
the model of marketing mix for getting more success and for understanding the needs of the
customer as by satisfying the requirements of the customer the organization will able to grow
more effectively(Thabit, and Raewf, 2018). For this the company needs to identify which service
or product the company is analysing, after this analysing how the products developed by the
company will meet the need of the customer, understanding the place where the product have to
be kept according to the convenience of the customer is must, deciding a reasonable price for the
product, it would be beneficial for the organization to formulate the marketing messages to the
customers for promoting the product, looking at the four P’s and deciding which is best for the
product and at last revising the marketing mix over time is very essential for the organization to
make a consistency in this. For understanding the concept of marketing mix it is very essential
for an organization to understand and analyse the four P’s of marketing mix and Morrison’s
marketing mix also have a very clear and reliable four P’s which helps in the brand succeeding
(Thabit, and Raewf, 2018).Morrison’s marketing mix strategy helps the company to position
itself in the competitive market for achieving the goals of the company.
Morrison’s product strategy
Morrison’s aim is to focus on the quality of the product and providing the fresh food or to the
customers.it is one of the fourth largest company which provide fresh food at any time. The
company have their own manufacturing team so as to deliver the fresh food and run business
under multiple brands like Morrison’s cellar, M kitchen, NuMe, Just for Kids and many more.

The company also focus on the quality, packaging, features of the product so as to ensure that the
customers are satisfied with the products (Dost, and et.al, 2019).
Morrison’s pricing strategy
Price is one of the greatest reason for the customer to choose Morrison’s stores. Morrison’s aim
is to improve the customer offerings by reducing the pricing and selling the products at a
reasonable price and providing the best quality products or services at the same price. The
company always try to ensure that the pricing factor never becomes the reason for the customers
to stop purchasing products from the company (Thwala, and Slabbert, 2018). Morrison’s uses
three types of pricing which are premium pricing, promotional pricing and product bundle
pricing. They also give a match and more card to the customers to comparing the price.
Morrison place or distribution strategy
Morrison’s have its physical stores across the UK and have total six hundred plus stores
available. This is one of the fourth largest company that manufactures fresh food and it is mostly
sell its products online or into retail stores. The company have one national centre and one
regional centre and have almost 545 tractors and 1606 trailers which help in delivering the food
at the doorstep of the customers.
Morrison’s promotion strategy
The aim of the company is to provide a pleasant store for purchasing the products and rewarding
the customers at the stores by providing match and more cards. Morrison’s believes in opinions
rather than believing in facts.one of the major factor for the promotion of the products is
providing the products to the customer at a reasonable range by providing the same quality. The
company also provide some offers offline and online (Sudari, and et.al, 2019).
Discuss the customer driven strategy
A customer driven strategy can be defined as the process of shifting the focus from the product
or service to the user and setting the marketing strategy, planning and implementation on the
customer needs and requirements (Varadarajan, 2020). There are five components for
understanding the process of customer driven strategy which is analyse the process and create the
buyer , base the development of the product on feedbacks and reviews, invest in the customer
service, know the existing customers, make word-of-mouth as the main marketing tool. Further

the concept of customer driven strategy can be analysed by understanding segmentation,
targeting, positioning and differentiation.
Segmentation
Segmentation in terms of marketing is defined as the process in which the market is divided into
segments according to the requirement of the business and as well as of the customers.
Segmentation helps in getting the right people in the right way in the target market. It helps in
defining and better understanding of the target market and the ideal customers. This helps a
marketer to identify the right market for the products or services the company is producing. This
concept can further understood by the help of an example such as if a marketer is advertising a
new brand of dog food (Dolnicar, Grün, and Leisch, 2018). Then they can split the individuals
into segments and then they can suggest food according to the dog they have. The publisher can
use the same information to the people who have dogs. There are many benefits of marketing
segmentation like it improves the campaign performance, reveal areas to expand, inform the
product development, improves the focus of the business as well as helps in informing the other
business as well. There are many types of marketing segmentation like demographic
segmentation, behavioural segmentation, geographic segmentation, psychographic segmentation,
geographic segmentation. The demographic segmentation is based on the observation, people
based differences, the behavioural segmentation is based on the behaviour of the person, and the
psychographic is similar to the demographic one but is more dependent on the emotion and
mental condition and the geographic segmentation is based on the location(Liu, and et.al, 2019).
Targeting
For the purpose of targeting the segmented customers, Morrison can take in account the three
targeting strategies. For example, the differentiated, undifferentiated or the concentrated. At this
particular time, when Morrison is seeking to raise the market share, the undifferentiated strategy
is appropriate for the superstore. By using this strategy, Morrison can provide the similar
message to everyone. Targeting is one kind of the strategy which includes recognizing the
particular personas or the markets for the particular content. The superstore is not seeking to
target the niche group that is why the strategies of the concentration and the differentiation are
not suitable here. Moreover, by developing the joint promotional campaigns and deploying the
emerging trends, it can also assist Morrison to target the customers (Al-Shamali, 2022).
Positioning

The particular segmented customers would be positioned by executing the suitable advertisement
strategies. The famous brand of Morrison is the main differentiator which will assist it to position
the market. Morrison can also take in account specific tactics for the strategy of positioning. Like
the offering hot deals on the food items depending upon the season, increased advertisement of a
newly opened store in the area which is local and offering splendid services to the customer in
the stores (Swanson, 2019).
Morrison can target its customers by using the suitable communication elements like for
the positioning strategy, the customers can be conveyed with the help of advertisement using the
radio, television, media and ads on some other appropriate communication channels. For the
competitive advantage, the competitors would be competed on the basis of the segmentation
criteria.
Differentiation
Morrison’s has the alternative to adopt the product differentiation strategy for ensuring the
expected growth of the market on the basis of the strong loyalty of the brand and then giving
response to the ever changing buying behaviour of the customer. This kind of the strategy will
make sure the higher revenue and the strong position of the market. Morrison became popular for
its market street concept and it also creates great efforts to ensure to source the production
locally wherever it could be possible, offering the freshness and the reality while also providing
the high street experience. It includes the fully trained butchers and the fishmongers who
acquires the skills related to craft to provide array of the value based services. This is kind of a
different feature to the Morrison among its competitors and it’s in store experiences contribute to
its appeal. The revamped production departments are specifically strong that showcase the food
like avocados and the herbs vibrantly (Abdu Babaji, 2019).
All of these features combines to provide the authenticity of its offering, that is done
perfect described by its strap line which is 'Morrison’s makes it'. In this line, it indicates that it is
required to continue to create its momentum to differ it from other supermarkets and at the end
win the loyalty. The market street approach of the Morrison describes the in store experience,
that really permits the customers to get the difference while visiting their local supermarket.

CONCLUSION
From the above report all the principles of marketing are cleared well. The marketing strategy
used in Morrison’s has been described in a much prescribed manner by explaining the Ansoff
marketing growth strategy for increasing the growth of the organization in the future. The
marketing mix model of the Morrison’ is illustrated and all the four P’s product, price, place and
promotion of Morrison’s have been explained in the report. The customer driven strategies like
segmentation, targeting, positioning and differentiation is highlighted in context with Morrison’s.

REFERENCES
Books and Journals
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing strategy. Ams
Review, 9(1), pp.5-26.
Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Marketing strategy. Cengage Learning.
Sheth, J., 2021. New areas of research in marketing strategy, consumer behavior, and marketing
analytics: the future is bright. Journal of Marketing Theory and Practice, 29(1), pp.3-12.
RASHID, C.A., 2020. Balanced Score Card and Benchmarking as an Accounting Tool to
Evaluate Morrison’s Performance. Journal of Global Economics and Business, 1(3), pp.59-72.
Dawes, J., 2018. The Ansoff matrix: A legendary tool, but with two logical problems. But with
Two Logical Problems (February 27, 2018).
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
Dost, F., and et.al, 2019. Seeding as part of the marketing mix: word-of-mouth program
interactions for fast-moving consumer goods. Journal of Marketing, 83(2), pp.62-81.
Thwala, K.C. and Slabbert, E., 2018. The effectiveness of the marketing mix for
guesthouses. African Journal of Hospitality, Tourism, and Leisure, 7(20), pp.1-15.
Sudari, S., and et.al, 2019. Measuring the critical effect of marketing mix on customer loyalty
through customer satisfaction in food and beverage products. Management Science Letters, 9(9),
pp.1385-1396.
Varadarajan, R., 2020. Customer information resources advantage, marketing strategy and
business performance: A market resources based view. Industrial Marketing Management, 89,
pp.89-97.
Dolnicar, S., Grün, B. and Leisch, F., 2018. Market segmentation analysis: Understanding it,
doing it, and making it useful (p. 324). Springer Nature.
Liu, J. and et.al, 2019. Market segmentation: A multiple criteria approach combining preference
analysis and segmentation decision. Omega, 83, pp.1-13.
Al-Shamali, S., 2022. Principles of Marketing.
Abdu Babaji, A.I., 2019. EFFECT OF FISHBOWL AND DIALOGUE-ANALYSIS
INSTRUCTIONAL STRATEGIES ON COLLEGES OF EDUCATION STUDENTS
ACHIEVEMENT IN PRINCIPLES OF MARKETING IN NORTH-EASTERN NIGERIA.

Swanson, S.R., 2019. The defining dozen: undergraduate students preconceived views of