Principal and Practice of Marketing: Morrisons Report

This report examines the marketing strategies of Morrisons, a major supermarket chain in the UK. It delves into the promotional tactics employed both inside and outside the store, including in-store discounts, new product launches, sales enhancements, and the use of music and layout services. The report also analyzes promotional tactics away from the store, such as billboards and radio advertising, and digital strategies like Facebook and Instagram marketing. Furthermore, it explores the theoretical underpinnings of these strategies, focusing on Customer Relationship Management (CRM) theory and the STP (Segmentation, Targeting, and Positioning) theory. The analysis covers the effectiveness of the promotional mix on Morrisons and provides insights into how the company builds customer relationships and achieves its marketing objectives.

Principal And Practice of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Promotional tactics of high supermarket ....................................................................................1
TASK 2..........................................................................................................................................11
Theoretical aspect of Promotional mix.....................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing refers to the process in which company sells its product through different
marketing promotional techniques like advertising, personal selling etc. It emphasizes on
creating long term relationship with the customers for the purpose of increasing sales(Oladepo
and Abimbola, 2015)
Present study will be based on Morrison Company is the biggest supermarket in the
United Kingdom. It was founded in 1899 and its headquarter is situated in the Bradford, West
Yorkshire, England. It is a public limited company.
Report will include the promotional tactics inside the store, away from store and
digitalised way of promoting the product. Further more it includes theory of promotional mix
and its effectiveness on the company(Yang and Lee, 2016)
TASK 1
Promotional tactics of high supermarket
Marketing Strategy
Marketing strategy refers to setting up of plan and its evaluation and then its
implementation in the market for selling the product in the market. Morrisons use a marketing
mix strategy for promoting its product in the market. As it uses 7Ps strategy, Firstly in case of
product it believes that providing fresh product to the customer leads to success. It manufactures
its own product by ensuring the quality of the product. Price is the main strategy which every
company has to decide to sale its products. Morrison thinks that customer satisfaction is more
important than the price of the product so it ale its product by lowering the price(Charanah and
Njuguna, 2015) Place is another marketing mix factor Morrison cover the large part of UK and
different countries to serve its product and also sells its product through online marketing. And
also By providing special offers Morrison attract customers to buy their product offline or online.
It provides job opportunities to many people in the country so that they are also the part of their
business. By maintaining the quality of the product at reasonable price company attracts the
customer through this process.
Morrison has its operations in different countries and through websites also it ensures the
availability of particular product in its range. Morrison company also use discount strategy to sell
its products offline and online(Maulani, 2017)
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Promotional tactics inside the store
Promotional mix is the tool which a business use to encourage the customers to buy their
product by 4Ps of the marketing mix strategy.
Product: It is defined as the company is giving goods and service to its customers to satisfy the
needs and wants of them. For example: Quality of the product, packaging etc.
Price:It refers to the situation when customer buy product from the company and pay money for
it. For example: Discounts, payment through credit cards.
Promotion: It means company is promoting its product to the customer by using various
promotion techniques like advertising through newspapers templates etc.
Place: It refers to place where product is available for the customer. For example: supermarkets,
shops etc(Mohammad, 2015)
Morrison’s uses different promotional tactics that are as follows:
Discount: Morrison is providing discount to its customers. By availing different offers to the
customers it sells its product in the market. It also offers online discount to the customers.
Through special discounts it attracts the customers. Morrison also provide quality with its
product.
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Source: Morrisons tries to beat the discount supermarkets, 2019
Source:Morrisons tries to beat the discount supermarkets, 2019
New Product: Morrison is going to launch the new range of its food product that is vegan and
wonky veg. Company launches its new product to attract the customers to purchase their product.
Company launches ready to eat food item to attract the customers who are in search of it. This
product helps customers to eat that food directly. Company continuously work on launching new
products so that it can gain attention of mass audience(Ismail, Mubarack and Thulkifly, 2015)
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Source: Morrisons supermarket launches vegan ready-meal range, 2019
Enhancement of Sales:
Morrison offer sales every month to the customer so that they can buy from their
company. It also provides sale offer to its regular customer. It gives vouchers to its consumers
and give reward points as well. Both these promotional tactic supports the organisation in order
to gain attention of buyers and they become frequent buyer of company. Morrison is the third
largest company in UK in retail sector, it offers wide range of products to its consumers. In
order to gain attention of buyer organisation gives gift cards to its consumers. This is the selling
strategy of company in its store. These attractive gift vouchers and gift cards makes the person
frequent buyers, as they continuous buy items to increase their reward points so that it can be
managed against their bill(Samardžija and Marinclin, 2016)
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Figure 1Morrisons Supermarket Gift Card | Morrisons Gift Card Balance, 2016
Music
This is another promotional mix technique that is used by Morrison. Company plays slow
music at its store so that existing customers feel good and they plan to come to its store next time
as well. This is the best way through which firm can retain its consumers and can make them
positive towards the brand. Existing customers give positive views to their friends and families
as well that helps the company in increasing number of people in the organisation.
Layout services
One of the major activity that implemented by Morrison at its store is that it continuously
works on improving presence of its retail outlet. As firm has clear space at its store and give
quick services to its consumers. Company has hired skilled employees those who understand
needs of buyers and provide them immediate services thus, waiting period is here very
low(Charanah and Njuguna, 2015)
Figure 2New Store Fit-out, Morrisons, Colindale, 2018
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Promotional tactics away from the store
Morrison provides many promotional tactics away from the store are as follows:
Billboards : It is the most common method of selling the product offline. Most of the company
promote its product through this method. As it is easy for the company to advertise through it as
customer is passing from particular area and saw the advertisement of any product then it will go
to the market and purchase it. This technique is cheap for doing advertising for Morrison and to
attract the customers.
Radio: This is the oldest technique to sell the product in the market. Morrison also use this
technique to promote its product in the market. This is also beneficial for the customer to know
about the availability of that product in the market by sitting at home. Through this it attracts the
customers to purchase their product. Morrison discuss about facilities provided by company,
uniqueness that have in the products of Morrison so that mass number of people can get to know
about its products and make their mind to buy its goods and services. Company targets families
and professional ladies those who like to shop. This target audience are being aware through
radio announcements.
Figure 3Radio shock jock is SACKED after posing for a photo alongside Prime Minister Scott
Morrison with a VERY cheeky hidden message - but has the station overreacted, 2019
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Promotional tactics by digitalisation
Morrison sell its product with the help of social media networking. It uses different
websites to promote its product as well use of different applications.
Facebook: Through Facebook Morrison sells its product. By using the social media company
covers large part of customers. By providing them special online offers to purchase the product.
As everyone is using Facebook nowadays so through it company can attract large number of
customers. It uses attractive colours and make presentable brochure and upload it on its
Facebook page. This helps in gaining attention of buyers and making them aware about its new
offers. Morrison post and share reviews of its consumers on its social sites so that more people
can get to know about bran value of organisation. This supports the organisation in increasing
sales and gaining competitive advantage as well(Oladepo and Abimbola, 2015)
Figure 4 No, Morrisons is NOT Giving Away Free £150 Coupons on Facebook, 2018
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Figure 5Reviews, 2016
Instagram : Through this also company can attract more customers towards it. By providing
promotional ads between the working of the application can lead to increase the sales of
Morrison. Nowadays it is the most technique to promote the product through social media
platform.
Views of outside agencies regarding Morrison company is that it offers quality product
with lower price to the customer. As Marrison is providing products both offline and online by
providing special discounts to the customers. As the company is growing at the fast pace. As
many customers are satisfied with this product. Services provided by the Morrison is also good.
Customers feel free to give feedback to the company. It provides the quality to the customer by
satisfying their needs and wants. As company is increasing its sales day by day and earn profit.
Along with the satisfaction customers get quality products. The main purpose of the company is
to satisfy the customer while only selling the product in the market(Maulani, 2017)
Outside agencies have views that Morrison always take right investment decision. Its
investment decision supports the organisation in increasing return on investments to great extent.
That is why firm has become able to manage its assets well and minimising the cost as well. As
compare to its competitors organisation has worked so hard and has made its consumers loyal
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towards the brand .Company continuously takes feedback from its buyers and make changes in
its products accordingly. That is why reviews of consumers are very positive on its social
networking sites.
Figure 6SAINSBURY’S VS. MORRISONS – AN INVESTMENT, 2012
Theories that are used for promotional tactics
Customer Relationship Management theory
The CRM Strategy is followed by every business. This model is used by the company to
follow the CRM strategies in the company. The main purpose of this model is to build a
relationship with its customers. It is necessary to maintain a relationship with the customers to
increase the sales of the product. Most of the customers buy products because they are having
good relationship with the company(Morrisons tries to beat the discount supermarkets, 2019.)
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Source: Career in Customer relationship management, 2018
STP Theory
This theory is related to the term Segmenting, Targeting and Positioning in the market.
This theory simplifies the market segmentation process. Markets are divided into different
segments according to the needs of the buyer. Process of STP theory is followed by all the
companies. This process is followed in a certain process. Firstly the market is segmenting then a
particular group is targeted and then positioning is done (Segmentation, Targeting and
positioning, 2018).
 Segmenting means differentiate the market into different groups like Geographic
segment, Demographic segment, psycho graphic segment etc.
 Targeting means focus on the particular group to sell the product to the particular group.
 Positioning is the final stage in which the seller sets the position of its in the mind of
customer to become the most attractive brand in their minds.
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