Morrisons Marketing: Strategic Planning, Analysis, and Recommendations

This report provides a comprehensive analysis of Morrisons supermarket's marketing strategies and planning processes. It begins by exploring the concept and role of marketing in the 21st century, highlighting the importance of digital marketing and understanding customer behavior. The report then examines the roles and responsibilities within marketing, emphasizing the competencies required for success. A comparison of different brands through the marketing mix is presented, followed by an evaluation of marketing strategies and recommendations for improvement. The report further delves into the strategic marketing plan, linking it to the overall organizational mission and objectives, and discusses SMART marketing objectives and STP analysis. It also addresses the use of marketing research to support new product line launches, situational analysis, and the setting of a marketing budget. Finally, the report outlines tactical actions, the marketing mix, and appropriate control and monitoring measures, concluding with key insights and recommendations for Morrisons.

Process and planning

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART- 1...........................................................................................................................................3
The concept and role of marketing in the 21st century...............................................................3
Roles and responsibilities within marketing and the competencies............................................5
Marketing functions interaction with other departments............................................................6
PART -2...........................................................................................................................................6
Comparisons of different brands through marketing mix...........................................................6
Evaluation of marketing strategies:.............................................................................................9
Recommendations:....................................................................................................................10
PART-3..........................................................................................................................................10
Strategic marketing plan links with the overall organizational mission, corporate strategy and
objectives..................................................................................................................................10
SMART marketing objectives. ................................................................................................11
STP analysis..............................................................................................................................11
Marketing research to support the new product line launch.....................................................11
Situational analysis...................................................................................................................12
Setting of an overall marketing budget.....................................................................................14
Tactical actions..........................................................................................................................14
Marketing- mix.........................................................................................................................14
Identifying appropriate control and monitoring measures........................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................18

INTRODUCTION
Marketing process is a series that allows the organization to analyse the problem of
customer, identifying the opportunities for the market, creating marketing materials so that it can
reach to the target audience (Cohen and Perakis, 2020). The report is based on Morrisons
supermarket, which are very popular in UK. The part one of report consists of role of marketing
with its operations included in different areas. Morrisons is the super market company that works
as one of the leading companies running within UK markets. This company is known for
producing large number of manufacturer. The food includes freshly baked bread and seafood
along with varieties of chilled food and meat products. Competitors of Morrison's include
Sainsbury, Tesco, Tops market and other supermarket chains that work under UK grocery and
food industry. Morrisons operate as a retail company and offers both online and store services for
the grocery related activities to its customers. Moreover, part two is consists by identifying the
different organization's marketing mix with the tactical approaches so that it can evaluate the
strategies by achieving overall business objectives. Further, part three explaining the marketing
plan as well as key elements of the marketing planning by using objectives, SWOT, PESTLE, 5C
and competitive advantages. Lastly, report discuss the media plan and digital marketing
approaches that can be used by the organization.
MAIN BODY
PART- 1
The concept and role of marketing in the 21st century
Marketing within 21st century is about delivering customer experience and managing future
generations of consumers. Marketing allows the customers to offer more choices and
determining the new spending patterns. The process of marketing has evolved within past few
years and is transforming into digital platforms. Marketing is about creating various exchanges
while satisfying the needs and demands of the customers (Nozdrenko, 2018). Digital marketing
is the new trend within 21st century, however, the traditional marketing in this era is to make the
organisations highly dependent on television and printing advertisements for the purpose of
attracting customers. Marketing will help in building suitable brand and develop certain image
for the products and services of the company. In the case of low budget marketing, company can
leverage the tool of digital platforms to help to attain more customer on board for investing in the

company. Marketing in this era is a mixture of having both traditional as well as digital
marketing that leverages the type of product, target market and purchase patterns of the potential
customers to produce marketing strategy for the company in accordance with it.
The demands of customers depends on their various habits while grocery shopping. The
preferences of customers are generally expectations, their like and dislikes along with the change
within their purchase decisions (Zintsova, Vorontsova, and Zintsov, 2019). Customers needs are
used to complement the behaviour of these customers. Shoppers will visit the retail store that is
well – coordinated on the online platforms as well as in- store shopping. Moreover, with the rise
in the use of technology, customers are now looking for scan and pay services that will avoid the
process of waiting in line for the checkout. These digital services has gained popularity and have
increased its use and demand. Shoppers are asking for having more personalised services to
make their time spend valuably.
It is essential for the company to be aware of the marketing and sales trends from the industry as
it helps in learning new strategies that can be used within the business and are important for the
same to evolve and change to keep up with customers (Stadnyk,and et.al., 2020). Some of the
sales trends includes the use of artificial intelligence within the sales operation. AI will provide a
modernised approach within the era of machines to borrow human intelligence. Trend of
personalisation is for the purpose of understanding the intention of buyer while ABM is used to
converge the sales and marketing efforts done by the company. AI is a growing trend for both
sales and marketing purpose to analyse the behavioural and purchasing patterns of customers.
Using social media helps in learning about different ways that the consumer will recognise and
find products and services from the company. Video marketing is yet another trend that helps in
keeping up with the ever- changing market. With the help of mobile phones, such devices,
consumers can access to the company and its products.
With high level of competition within the market, it is essential for the supermarkets such as
Morrison's to invest more in building marketing strategies for the company in accordance with
the changing customer behaviour. This will help the company in increasing its sales while
boosting its revenue.
Social media outreach: Social media has become a big deal in current market and a
major trend followed by every other company in the industry (Tadajewski, 2019). Such
marketing campaign will help in producing new revenue sources by reaching out to large

customer base with the help of exceptionally well social media platforms, Setting up an image of
the company along with the services it offers is very beneficial for the business as social media
reach out to large number of target audience, regardless of their demographic and geographic
factors. It helps in showcasing various ways of the company performing its business and
interacting with the community in the same process. There are many features on social media
platforms that will help in brand recognition such as the use of hashtags and images to attract
customers.
In- store events: Such advertisements are used to inform customers regarding several
promotional offers in specific areas related to the store. Using hand written board for
highlighting local products provides a sense of locality and customers can see that company
cares for the local business and supports farmers in every possible way. In- store advertisements
must be in match with the colour palette of the physical store in order to create a strong and
positive ambience of the store and the brand. Moreover, in- store events such as tastings are a
good way to introduce new products to the customers and will be best if it coincides with the
holiday or any cultural event (Morrisons competitors, 2021). This marketing helps in
communicating the vibe of the business and the values it possesses with the potential customers.
Roles and responsibilities within marketing and the competencies
Marketing plays an important part in the process of promoting the business of the
company as well as serves as a front face of the company. It deals with coordinating with the
business activities and representing business within the market. Some of the major roles and
responsibilities involved in the areas of marketings includes:
Defining the brand: Marketings defines the terms where company stand along with sharing its
vision and purpose towards the customers. It helps in defining the experience that the company
wishes to share with its customers while they are in interacting phase.
Conducting marketing initiatives: Marketing is a proactive approach that helps in identifying
various areas within products and services, while focusing on the sale cycles for the company
(Bognar, Puljic, and Kadezabek, 2019). It will assist the company in spreading out the word with
proper communication regarding the produced materials.

Managing social media: Marketing is responsible to monitor as well as mange the social media
accounts for the company and stay active on the same. It includes being very careful regarding
the content to be posted on these accounts.
Competencies required within marketing includes, having analytical skills that are useful
in measuring the success as well as effectiveness of the marketing strategy. Targetting is used to
refine and segment to data to have its proper evaluation and understanding. Conversion includes
tracking the prospect related to customers and lastly, knowledge of marketing technology is a
must. This technology helps in following modern ways to allow personalisation for the
customers that will attract more customers and increase the sales of the company.
Marketing functions interaction with other departments
Marketing and sales are the two function within organization that are very closely related.
It is the way to attract customers towards business, and make them develop interest into the
products and services. Marketing works while ensuring that the sales of the company are as per
the needs and demands from the side of its customers (Chaney, Touzani, and Ben Slimane,
2017). The goals and objectives of the organization are incorporated within the marketing
strategy of the company as it covers variety of areas. Mission and strategy of the company are
well- informed within the marketing plan of company. Marketing operation involves the
functions of overseeing the organization and its marketing program along with the activities
associated with strategic planning. Along with this, the responsibilities of marketing includes the
use and management of technology as well as measurement of performance of the business
strategy of the company.
PART -2
Comparisons of different brands through marketing mix
Marketing
mix
Morrison Mulberry Asprey
Product The company is focused
in selling variety of
products such as
clothing, petrol,
magazines, home ware,
It sells product under five
categories (Datta, 2017).
Moreover, it has product
categories ranging from
leather poacher bags,
It is international brand that
is specialized in selling
variety of jewellery,
silverware, leather goods,
timepieces, retailer of

food and drink etc. dispatch bags, footwear,
leather accessories,
female and male fashion
etc.
books, home goods etc.
Price It uses various types of
pricing strategies
depending upon trends
and demand in the
market. Further, they use
premium pricing,
product bundle pricing
and promotional pricing
strategies.
It follows the global
pricing alignment
strategy so that customers
can pay similar prices in
all parts of the world.
Hence, it maintains the
uniformity in prices of
luxury statement.
It follows premium pricing
strategies so that high
quality product can be
produced to the market of
high income individuals.
Moreover, only those who
live luxury lifestyle and are
interested in having branded
products are likely to buy
the product of this brand.
Place The firm had more than
600 stores along with
150 convince stores.
Also, they sell food
products via online
media platform and has
strong supplier network
that enable for faster
delivery.
Most of the outlets of
Mulberry are located in
United Kingdom but
gradually have 120 stores
across 25 countries. It
also sells its goods
through online platform
on its official website.
It also various outlets across
various regions and aimed
at selling the goods through
online medium
Promotion They always follow
attractive promotional
strategies so that they
can boost sales. Also,
they use variety of
personal selling and
sales promotion so that
Various discounts, offers,
rewards schemes etc. are
been launched by the
company from time.
It is active on various social
media platforms and offers
variety of products, offers,
discounts and promotions to
make the goods easily reach
to wide number of people in
limited time period

customers are aware of
existence of brand in the
market.
(Donndelinger and
Ferguson, 2020).
People It always focused on its
employees so that best
output can be delivered.
Highly skilled
employees ensures that
better productivity is
delivered in timely
manner.
(Siripipatthanakul and
Chana, 2021).
The firm also aims at
employing those people
who are professionally
skilled so that they are
able to sell variety of the
goods in larger UK
markets. Currently it has
approximately 1140
employees in UK outlets.
It is observed that Asprey
employees are very limited
based on the skills they
possessed and hence, it has
currently only 22 employees
that are spread across nine
locations.
Process More focus is on
improving the logistic
and supply chain so that
excellent delivery
process can be
established. Further,
market research process
ensures that firm is
aware of changing
behaviour and demands
among the consumers.
It ensures that product
making process is smooth
and fast and thus from
tracking the sold out
products to arrange the
same day delivery they
are focus on ensuring the
best process within its
functioning.
It focuses on connecting
with the client on personal
level so that they are able to
work directly with the
designers and monitor the
progress as they come to
visit the workshop
(Mazzarol and Reboud,
2020). Thus, it can be said
that brand is centred towards
its clients and focus on
ensuring smooth process
through various services and
products.

Physical
evidence
They are focused on
improving the packaging
so that better product
offerings can be made.
Also, there customer
friendly websites helps
in viewing the high
quality images of various
products so that better
understanding can be
made easily.
They use the recycled
plastic bags so that they
also able to fulfil the
social responsibility
towards the country
(Toner and et.al., 2021).
Also, they allow people
to come to stores so that
bets customer experience
can be provided.
They also provide customize
services in its various outlets
so that customers are
attracted towards the brand
and are ready to gather
more information regarding
the various products that are
been sold in the market.
Evaluation of marketing strategies:
Morrison is brand that has employed effective marketing strategies so that best work can
be carried out in its various outlets. It has devised all it strategies in accordance with the political
factors that include rules and regulations in order to carry out operation in United Kingdom.
Moreover, with the use of various technologies it has ensured that its production and sales level
could be increased to gain competitive advantage in the market (Hussain, 2019). Furthermore,
Morrison develop marketing plan in way that helps in meeting the needs and desires of various
groups of people. It uses the principles of strategic marketing to be successful business and to
stay ahead in competition.

In context of Mulberry it can be said that it adopts the marketing strategies based on the
changes that occurs in the market. Moreover, it is seen that it is investing in more social media
presence so that maximum sales can be generated and more brand awareness can be created.
Also, it is focusing on expanding it markets in China region so that more people can be engaged
with the brand and new performance can be achieved (Hamadamin and Singh, 2019). However,
such policy of engagement with the consumers of China there are chances that individual does
not know about the brand existence as social media platforms keep on changing from period and
hence they might be unaware of the new products that are launched by the brand.
In the Asprey brand marketing strategies are also very effective as it has been able to
maintain the luxury brand image but in spite of this from the strategic view the firm can have
new acquisitions of high end jewellery brand so that it can increase the market base. Moreover,
Asprey products can also be brought from auctions that helped in creating more brand awareness
and brand value in the market (Kunda and Malnar, 2018). However, the firm need to control the
prices of market so that new generation of can be easily targeted to sell variety of goods and
services.
Recommendations:
It can be suggested to Morrison’s that though it is successful in selling variety of products
to the target market but for entering the new product line of luxurious market it need to analysis
carefully the risk and profits associated with it so that better outcomes can be received in the
future. Moreover, the quoted firm need to develop strategies’ and introduce those products that
are unique that are offered through its competitors (Jais and Asokumar, 2020). Furthermore, it
need to use proper marketing techniques and promotion strategies so that premium brand line
knowledge can be gained to its targeted customers through various online and offline mediums.
Thus, it can be said that all three firms need to develop policies in accordance with the changing
work environment so that it could survive in the complex business in stronger ways. Also, timely
business decisions would also help in the growth of the firm in most efficient manner.

PART-3
Strategic marketing plan links with the overall organizational mission, corporate strategy and
objectives.
This plan involves all goals and objectives and it analyses the external and internal
business factors, also included with product planning, tracking progress.
 It helps to design the divisions, individual players, departments on the basis of road map
for achieving the specific objective and goals of the company.
 This is also helped in the corporate strategy by producing goal on the basis of marketing
mix and for long-term planning for the business by giving the perfect direction
(Benzaghta and et.al, 2021). It enhances the competitive goals and increasing the sales of
the business.
 Strategic marketing plan is help in achieving the objective by knowing about competitive
threat for the organization, it creates the product awareness with targeting the growth.
 Further it is also helps to analyse the objective of the organization by the SMART
objectives.
SMART marketing objectives.
There are SMART objectives for Morrisons are as follows:
 For enhance the customer base by 40%
 To increases the sales by 30% by the end of the year.
 Increasing awareness of Morrison for own organic brand name by 10%.
 To integrate social media channel while campaigning and increasing conversation by
15%
 Also, introduce 10 new supermarket stores within 3 months.
STP analysis
Segmentation – To more focus on UK market according to their preferances.
Targeting- To targets high society consumer who are interested to buy luxury food item.
Positioning- The product will offer online as well offline stores.
Marketing research to support the new product line launch
There are several steps that are used in the market research by launching the new product
as luxury food items. Such steps are as follows:

Step:1 This is the first here the manager should identify the market and need of the
customer such as there taste and preference for the food as per STP analysis because there is
different perception of the people.
Step:2 In UK, most of the people are conscious about their health and so that they would
prefer the quality of product. Organization should sell products according to different location by
choice, also the target customer for the Morrisons are high profile people who are not likely to
believe on the bargaining (Hanaysha, 2017).
Step:3 The brand image of the company is already good in the market but it is time to
launch new product line in order to maintain the unique proposition value.
Step:4 The Marketing strategy used by the organization is related to online as well as
offline so that it builds the brand image of the company by using catalogues, via, digital
platforms etc.
Step:5 It is very necessary to test the product and its overall approach by using key
performance index so that it analyse the techniques which can be used by the company in order
to attend more customer.
Step:6 When the product is launched in the market then it is time to roll out the
marketing campaign in order to advertise the product using social media, road side hoarding etc.
Step:7 Final stage is related to monitor the level of the product with revising the
packaging and how it can be improved the marketing skills.
Situational analysis
This is the approach that are using for the examination of the organization's presence in
the market which is based on the internal and external factors. There are several techniques that
are used for analysing the SWOT, PESTLE and 5C.
SWOT analysis
Strength Weakness
 As compare to other company it has
been analysed that there is good brand
image of chosen organisation.
 Best customer services provided by
Morrisons (Hamadamin and Singh,
 Large number of Financial problems
faced.
The concentration power is comparatively
weak (Vlados, 2019)