Strategic Marketing at Morrisons: Launching New Products Effectively

This report provides an overview of Morrisons' marketing strategies, focusing on the introduction of new products such as organic cosmetics and jute bags. It examines the marketing mix (product, price, place, promotion, people, physical evidence, and process) and analyzes various marketing strategies and tactical approaches employed by Morrisons to achieve its business objectives. The report recommends that Morrisons evaluate market trends, analyze competitors' strategies, plan effectively based on available resources, offer exclusive deals to loyal customers, and utilize email marketing to inform customers about new products. It concludes that effective marketing planning is crucial for Morrison to successfully introduce new products, expand its customer base, and enhance its brand image in the market. Desklib offers similar solved assignments for students.

Process Benchmarking

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of the organisation.......................................................................................................3
Marketing mix of the new products offered by Morrisons..........................................................3
Different marketing strategies and tactical approaches by Morrison to achieve the objectives of
the business..................................................................................................................................4
Recommendation.........................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing planning refers to the designing the activities of the business that helps in
achieving the goals and objectives of the organization with specific timeline in which the goals
should be accomplished. In order to achieve the objectives it is necessary to use effective
marketing strategies that helps in promoting the products and services offered by the company
which results in increasing sales(Stevens,and et.al., 2021). The chosen company is Morrison and
cover the marketing mix related to the new product introduced by the company.
MAIN BODY
Overview of the organisation
Morrisons is one of the leading supermarket chain and fourth largest chain in United
Kingdom and its headquarter is in England. The company in the began as an egg and butter stall
and slowly expand its business by adding more food items and gain its position in the market. At
present Morrison has around 497 supermarkets in different locations in England, Wales and
Scotland.
Marketing mix of the new products offered by Morrisons
Marketing mix is defined as the kind of mix by which any business organization can
collect and gather useful and main information about the current trends about the new product
line that will be in introduced by the company that is dealing in organic cosmetics and jute
bags. With the help of marketing mix evaluation of the product and price and also at which place
the product will be sold by the company.
Product strategy: Morrison company is the grocery store and supermarket that is focused
towards providing fresh food to the customer according to their requirements. In order to expand
the business , organization is introducing new luxurious product line that is organic cosmetics
and handbag made of jute. This idea developed as various people are becoming conscious about
their skin and believe that chemical products can damage their skin(Saidani, and Sudiarditha,
2019). This gives an idea about the new products that is offered by the organization.
Price strategy: Setting reasonable price for the product is very important element in order to
increase the sale of the products that will be offered by the company. In order to attract the
customer , organization focus on lowering the price of the product which increases the demand

for the product but the new products introduced by the organization will be high as compared to
normal cosmetics and bags as they are free from chemical and is made of pure jute.
Place distribution: It can be observed that the success of the organization also depends upon the
place where the business activities are carried out and also for the convenience of the customers.
The new products that is offered by the organization should be available at every store and easy
available to the customers(Mahmoud, 2018). It has been observed that due to the pandemic and
increase in the role of the online marketing various companies have started selling their products
online as they provide free delivery, offers and discounts. Morrison will use various methods
and tools in order to increase the sales of their products in the market.
Promotion: It is considered as very important aspect in order to increase the sales of the
products and also to attract customer to buy the product of the company. Morrison can use
various digital marketing strategies and promote its new products on various social media
platforms as company offers various offers and discounts on the products in order to increase its
sales and customers(Batat, 2022).
People:Customers are considered as valuable factor for the business organisation. Morrison with
the helps of technology has gathered all the necessary information about the current trends and
needs of the customer which has helped in introducing products accordingly as customers are
moving towards healthier life and avoiding the use of chemical products and by looking this
trend , organization will introduce new products in the market.
Physical evidence: Morrison has always focused on making attractive packaging of its products
and has also made huge investment in improving the quality of the product by using eco friendly
pancaking. The benefit of the new products is that the packaging of the cosmetic box is made
from the recyclable materials by considering the protection of the environment.
Process: Morrisons different operational process are very helpful in making the product more
productive and also compatible in the industry. The company will lay more emphasis on
improving its logistics and supply chain process in order to make available all the products in the
stores and consumers.
Different marketing strategies and tactical approaches by Morrison to achieve the objectives of
the business
Every company is incorporated with the goals and objectives for which it undertakes
various activities and face risk which help the company to identify the different techniques and

practices which contributes in making in increasing the productivity of the company and also
gain the competitive advantage in the marketplace(Kozlenkova, and et.al., 2021). In order to
successfully achieve the objectives various marketing strategies are adopted by the organization.
 It is necessary for the organization to target the population as it helps in choosing the
effective marketing strategy and focus on target audience as it gives the proper
demographics which assist in selecting the effective marketing plan for the organization
which also contributes in achieving the goals of the company.
 The company should lay more focus on serving better quality products to the customer
by understanding the needs and preferences of its customers by gathering and collecting
the data which helped the organization to effectively evaluate the trends and make
marketing strategies accordingly in order to serve better to the customers.
 In order to increase the sales of the company , Morrison should focus on introducing
short time policy that will be effective of the company to achieve its goals and
objectives .
 The most important marketing strategy that can be used by the company to undertake
Corporate Social Responsibility activities which not only helps in increasing the sales of
the company but also help in welfare of the society(Polanco-Diges, and Debasa, 2020).
 One of the most important and widely used marketing strategy is the digital marketing
strategy though which the company can with the help of various social media platforms
can promote its products and services so that more number of customer are attracted and
purchase the products of the organization(Tong, Luo, and Xu, 2020).
Recommendation
In order to successfully achieve the objectives of the company to plan effective marketing
strategies for the new products introduced by the company:
 It is recommended to Morrisons that before formulating new plans and policies is
necessary to evaluate the market trends and the demand of the new products among the
customers which help in evaluating the trends and take measures accordingly.
 It is also suggested to the organization to critical analyse the competitors that is already
dealing in the similar product line and the pricing strategies followed by the company
which helps in setting the providing strategies accordingly.

 With the helps of effective planning the company can easily implement effective
practices so it is suggested to the organization to critically evaluate the market and also
plan according to the availability of the resources and funds which is important in order
to achieve the objective of successfully introducing new product line in the
market(Thabit, and Raewf, 2018).
 It is also recommended to the organisation of offer loyal customers with exclusive offers
and schemes which helps in building more networks and also build the effective
customer engagement by effectively communicating with them and resolve the issues
regarding the product.
 It is also recommended to the organisation to spread the knowledge about the new
products to the customer with the helps email marketing as it is considered as best
technique to inform the customers about the new products and services offered by the
organisation.
It can be observed that Morrison being the leading supermarkets which offers wide variety of
products to its customers plan to introduce new product in the market it is necessary to identify
the present situation of the market and current demand of the customers as it is considered as
important aspect of the business. On the other hand it is necessary to critically evaluate the
competitors and the techniques and strategies used by them as it helps in formulating effective
strategies for conducting the business(Sudari, and et.al., 2019). With the help of these
measures , Morrison can easily identify its current position and accordingly can easily introduce
new products in the market and with the help of effective strategies they can increase the
customer base and market share in order to build the brand image in the market .

CONCLUSION
From the above report it can be concluded that marketing is considered is necessary for
the organization in order to promote the products and services that is offered by the company. It
is observed that if the company is planning to introduce new products it is necessary to evaluate
current market trends and understand the requirements of the customer as it will help in taking
and implementing marketing strategies accordingly. The report summarizes the marketing mix
on the new product line that is introduced by Morrison and also various marketing strategies in
order to achieve the objectives of the company.

REFERENCES
Batat, W., 2022. The death of the traditional marketing mix (7Ps) and the rise of the experiential
marketing mix (7Es). In Strategies for the Digital Customer Experience (pp. 178-194).
Edward Elgar Publishing.
Kozlenkova, and et.al., 2021. Sharing economy: International marketing strategies. Journal of
International Business Studies. 52(8). pp.1445-1473.
Mahmoud, T.O., 2018. Impact of green marketing mix on purchase intention. International
Journal of Advanced and applied sciences. 5(2). pp.127-135.
Polanco-Diges, L. and Debasa, F., 2020. The use of digital marketing strategies in the sharing
economy: A literature review. Journal of Spatial and Organizational Dynamics.8(3).
pp.217-229.
Saidani, B. and Sudiarditha, I.K.R., 2019. Marketing mix-7Ps: The effect on customer
satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB). 7(1). pp.72-86.
Stevens,and et.al., 2021. Marketing planning guide. CRC Press.
Sudari, 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.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies.4(4).
Tong, S., Luo, X. and Xu, B., 2020. Personalized mobile marketing strategies. Journal of the
Academy of Marketing Science. 48(1). pp.64-78.