Comprehensive Marketing Plan for Morrison's: Strategies & Analysis

This report presents a comprehensive marketing plan for Morrison's, a major UK supermarket chain. It begins by exploring the concept of marketing in the 21st century and the role of marketing functions, including market research, distribution channels, and promotional strategies. The analysis includes how the marketing function interacts with other departments like R&D, production, finance, and HR. The report then evaluates the extended marketing mix (product, price, place, promotion) and provides recommendations for Morrison's. The second part of the report details a strategic marketing plan, linking it to the organizational mission, corporate strategy, and SMART objectives. It includes market research to support a new product line, a situational analysis using SWOT, PESTLE, and 5C frameworks, competitor analysis, and a value proposition. The plan outlines marketing strategies, a marketing budget, tactical actions, control and monitoring measures, a comprehensive media plan, and a justification for selected marketing activities based on quantitative and qualitative criteria. The report concludes with recommendations for Morrison's marketing efforts.

UNIT 2
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
PART 1............................................................................................................................................4
Concept of marketing in 21st century...........................................................................................4
Role of marketing functions........................................................................................................4
Analysis of marketing function work and interaction with other department.............................5
Extended marketing mix..............................................................................................................6
Evaluation of marketing mix that could be adopted by firm.......................................................6
Recommendations........................................................................................................................7
CONCLUSION................................................................................................................................7
PART-2............................................................................................................................................8
MARKETING PLAN......................................................................................................................8
Relation between strategic marketing plan with the organizational mission, corporate strategy
and objectives..............................................................................................................................8
SMART marketing objectives.....................................................................................................8
Marketing research to support the new product line....................................................................8
Situational analysis......................................................................................................................8
SWOT analysis............................................................................................................................8
PESTLE analysis.........................................................................................................................9
5 C Analysis of Morrison’s........................................................................................................11
Competitor analysis and marketing segments...........................................................................11
Value proposition.......................................................................................................................12
Marketing strategies applicable to marketing mix.....................................................................12
Marketing Budget......................................................................................................................12
Tactical actions..........................................................................................................................13
Identification of appropriate control and monitoring measures.................................................13
Comprehensive media plan........................................................................................................13
Recommendations and rationale for the selected marketing activities......................................14
Full justification for multimedia plan on the basis of quantitative and qualitative criteria.......14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is the process of promoting and selling the goods or services within the market, it
is crucial action that is taken by the organisation in order to make sell of their products (Chandy
and et.al 2021). It comprises of suitable strategies and tactics to create awareness among
consumer in the market. present study is based on Morrison which is fourth greatest supermarket
chain in UK, they have diversification in their products and services which they offer worldwide.
Following report will cover the description about 21st century marketing and its role for
organisation, it also discusses the marketing mix and sort of justified recommendations. Further
it will cover the detailed marketing plan.
3

MAIN BODY
PART 1
Concept of marketing in 21st century
Marketing in a contemporary world is all about providing a better consumer experience
where business in 21st century is aiming to digitalise their services and to provide better on time
problem solution to their consumer for their satisfaction (Dekel-Dachs, Simba and Klipan,2020).
As future generation will have the less time and lots of options and also displays the new patterns
that depends on age, geographical region and so on. Marketing in this era encompasses both
digital and traditional marketing where firm focus on using the digital channels to maximise their
reach for generating better revenues. Where businesses also concentrate on mass campaign for
marketing to create an awareness within the target market and enables the consumer to make
purchase decision.
Role of marketing functions
Marketing functions is all about to manage the market research, setting prices and product
management (Pinarbasi, 2019). It plays a significant role in determining the needs of consumers
and to end it with satisfying them with efficient product. Some marketing functions is as follows:
Finding the best distribution channels: It is one of the initial and important task for an instance
if firm have the better product but not have way to deliver it to consumer than it will not make
any sense. Thus Morrison also need to make sure to have better distribution channel through
which they can communicate with their consumers.
Depth marketing research: Market research is vital for firm success it will provide the
information regarding consumer behaviour and their buying behaviour. With this Morrison will
be able to deliver better product and to provide personalised marketing to their potential
consumer.
Product and service management: Once target market is determined and other prices over
product is decided now it’s time for better management that concerns with listening to consumer
and respond back to their queries and provide them up to date and better product.
Promotional channels: Businesses are aware of promotional idea to lure the consumer towards
their product and services. Thus if the marketing place changes then Morrison also need to

respond in better manner by tailoring their efficient promotional messages to social media
platform and also works on the conventional outlets to attract the large audience.
Analysis of marketing function work and interaction with other department
Marketing is the major role player in success of organisation it is related to other
department as well for driving the better outcome which makes the desired goals of firm
achievable. Below is the description about marketing function working with other department
that are as follows:
Research and development: Marketing and R&D are interconnected where R&D usually
provides the insight of market and make sure that marketing can be done appropriately to
provide competitive advantage to firm (Klimanov and Tretyak, 2018). Where they research all
the aspect and provide the information to marketing team to carry out better strategies that will
maximise the sale of particular product line.
Production: Marketing department work closely with production department to make sure that
appropriate marketing research is able to meet the consumer demand, as product is manufactures
with the qualities and designing on the basis of consumer demand.
Finance: This department is the one who approve the budget for marketing campaigns and other
activities, they track all activities and monitors the trends. As marketing department approach
with risk whereas finance provides the better management of risk and gives the structure.
Human resources: Marketing and Human resource have common goals and objectives to target
the specific or distinct audiences. Where HR is responsible for the employment branding and
firm is proceeding properly by their employees and external candidates, and marketing concern
with branding of firm and the way to communicate with consumers. Thus HR provides better
training and skill development program to employee so they work efficiently for carrying out
marketing activities.
For that it is important for Morrison to have culture where effective communication
among employees are found and inter departmental communication is also there for delivering
the better outcomes in any project.
5

Extended marketing mix
Marketing mix are set of actions and tactics that have been utilised by businesses to
promote their goods and services. It comprises of the factors which the firm concern with which
are discussed below:
Product: It is the umbrella term which concern with the unique and efficient product that will
grab the attention of large audience. A firm always aim to deliver the product that comprises of
all consumer needs so it will help in maximising the revenue for organisation (Gbadamosi,
2019). Morrison is value led grocery firm that concentrate on providing the fresh food, they aim
to deliver the high quality and fresh food to their consumer it is the key for their success. Firm
also concern with the quality and features, packaging of products that will look attractive to
consumer.
Price: Price is what the consumer pays against their purchasing of item from organisation. It is
one of the major role player for the success of any product line. Morrison is continuously
working on lowering their price over their offering to make the product affordable to all
consumers. They also follow the premium, bundle and promotional pricing for their specific
product line.
Place: It is the process of delivering the product from producer to the end user. For the firm it is
important to have the distribution channels in order to make product visible to consumer so that
they will make purchase of it. Morrison have the physical appearance across the world and have
number of stores in UK itself. Wide geographic presence is the distribution strategy of firm, they
sold their food products and other items through online and retail stores.
Promotion: Promotion is the effective process to create an awareness about the product in a
market and to create interest among the consumer towards it. Morrison offers the lower price
with the improvised quality over their products. They also provide the special offers on their
websites to attract the consumer towards their products.
Evaluation of marketing mix that could be adopted by firm
Marketing plays a significant role in success of the firm, it enables the firm to better
positioned their products in the market that will catch the attention of consumers. As for the
Morrison they are one of the Largest firm in UK so it is their responsibility to provide the

products that will be worth for the money that is invested by consumers (Wang, 2021). As they
have groceries, poultries and other food they are also working on encouraging the consumer to
add plant based foods in their diets. It will be better for their growth as well as they will be able
to meet the sustainability in their products and services. Morrison follows the competitive
marketing and offers lower prices over their product, it is efficient for them to attract the
consumer so that they will not switch their purchasing to Asda, Tesco like big firms. Company
can proceed to deal with Amazon like big merchandise for the sale of their products and to
provide better offers over the products so it will enable the consumer to take purchasing decision.
Recommendations
Marketing in contemporary world concern with the better satisfaction and experience of
consumer. For that Morrison also need to focus on their marketing strategies and to tailored it by
providing the personalised marketing to their potential consumers. Company can proceed with
affiliated marketing where the firm need to compensate the external publisher that will generate
the better traffic over the website and lead to maximise the sales of product. It will be a better
promotional option for them. Firm can also proceed with the digital campaign of their products
that included the implementation of suitable marketing tactics across the digital channels, it will
also help in engaging the large audience with brand and assists in improvising the organisational
conversion rate.
CONCLUSION
From the above report it is concluded that marketing plays a crucial role for the success of
the organisation, it makes the firm to reach larger audience through utilising various distribution
channels. Above have illustrated the marketing mix and marketing functions for the firm along
with their interaction with other departments. It also illustrated the range of description about 21st
century marketing. Furthermore, it has discussed the detailed marketing plan where it highlighted
the SMART objectives and competitor analysis, it also covers the SWOT, PESTLE and
articulation of the new product value proposition.
7

PART-2
MARKETING PLAN
Relation between strategic marketing plan with the organizational mission, corporate strategy
and objectives
A strategic marketing plan refers to a plan that involves a list of objectives in relation
with the organization that helps them in achieving their targets and thus enhancing the market
positioning of a brand. Similarly, the Morrison’s also determines their aims and objectives that
they want to achieve in their organization which could help them in enhancing their market as a
brand within the international market (Lahtinen, Dietrich, and Rundle-Thiele, 2020). The
Morrison’s has been planning to introduce a luxurious range of food products within the market
that will help them in increasing the customer engagement and the number of customers of the
company within the market. Therefore, it can be stated that a strategic marketing plan is linked
with the organizational mission, corporate strategy and objectives of the company.
SMART marketing objectives
The marketing objects in relation to the marketing plan of Morrison’s has been
mentioned below:
1. To increase the revenue of the Morrison’s by 20% by launching a luxurious range of food
products within the market.
2. To increase the profitability of the organization by a minimum of 25% in a time span of
one year.
Marketing research to support the new product line
In order to determine if there is any need for the product line that is going to be launched
within the market, the management of the Morrison’s have conducted a market research. The
market research has allowed the company in determining the needs and wants of the customers
within the market and determine the potential of the new product line within the market.
Situational analysis
SWOT analysis
Strengths
 Effective supply chain and
distributional channels.
 Offers a wide range of products within
Weaknesses
 Limited geographical reach as
compared to other brands operating
within the boundaries of United

the market.
 Wide range of employees within the
company.
 Availability of online distributional
channels.
Kingdom.
 Past issues in relation with the farmer
rights have affected the brand image of
the company negatively.
Opportunities
 Growing demand for organic food
within the country (Blut, Teller, and
Floh, 2018).
 Demand for luxurious food products.
 Acquisition of small companies in
order to expand the business operation
across different nations.
Threats
 Increasing competition within the
market.
 Increase in the tax rates within the
country.
PESTLE analysis
Political
factors
The political
factors
include a rise
in the taxes
within the
country and
other
political
aspects. The
Morrison’s
operates in a
global
environment
and
Economical
factors
It has been
identified
that the rate
of inflation is
rising rapid
within the
market of
United
Kingdom.
This might
affect the
operations
and
functioning
Social
factors
It has been
determined
that changes
in the buying
behaviour,
cultural
trends and
other
demographic
factors
significantly
affects the
retail market
in the United
Technological
factors
Rapid changes
I the existing
technology
also affects
the
functioning
and operations
of a business.
It has been
identified that
too many
changes
within
existing
Legal factors
Since, the
Morrison’s
plans to
provide the
customers of
different
nations with
its food
product line,
it is important
or the
management
of the
company to
be aware of
Environmental
factors
In order to
increase the
brand
recognition of
the Morrison’s
within the
market, the
company
should also
focus on
launching
certain
strategies that
could help the
9

therefore, it
is essential
for the
company to
keep an eye
on the
political
environment
of each and
every nation
in which
company
operates.
Similarly, it
has been
identified
that the
Brexit deal
has also
affected the
operations of
the
Morrison’s
within the
market.
of the
Morrison’s
within the
market.
Kingdom.
Keeping in
mind, these
aspects, the
Morrison’s
have planned
to launch a
luxurious
range of food
products
within the
market. This
will help the
company in
increasing
the customer
base of the
company.
technology
also affects
business
operations of
the Morrison’s
within the
market. As the
company has
to launch
training and
development
programmes
in order to
make them
use the new
technology
within the
enterprise.
the legal laws
and other
regulatory
frameworks
that exits
within the
target nation
or else the
company
might have
face the
consequences
(Mahmoud,
2018).
organization in
making use of
environmental
friendly
practices within
the enterprise.
This will help
the company in
increasing the
brand value and
an increase in
the existing
customer base
within the
market.
5 C Analysis of Morrison’s
5 C analysis helps an organization in determining and understanding the marketing
environment of the company. Similarly, the marketing environment of the Morrison’s has been
explained below:

Company: Morrison’s has a strong brand image within the national boundaries of United
Kingdom. The company has a good amount of customers within the market that helps the
organization in increasing the sales and profitability within the market. The launching of a
luxurious product line will help the company increasing their sale within the market.
Customers: It has been identified that till now, the Morrison’s used to target the customers
belonging to the middle and upper middle class customers within the market (Westwood, 2022).
However, now the organization wants to launch a luxurious food product line within the market
which will help the company in attracting the rich and elite class consumers.
Competitors: The competitors of the Morrison’s within the market includes Tesco, Sainsbury,
Asda, Marks and Spencer’s.
Collaborators: There are certain collaborators with whom the organization has worked with.
The Morrison’s will collaborate within the market as they are planning to launch a new product
line in the market.
Climate: There are number of factors that falls within the category of external environment of
the company within the market. This also affects the operations of the company.
Competitor analysis and marketing segments
Power of supplier
For Morrison’s, the power of suppliers is low within the marker. This is so because, the
Morrison’s have access to number of suppliers within the market from which the company can
avail the required raw materials.
Bargaining power of customers
The bargaining power of the customers associated with the Morrison’s is low within the
company (Girton, 2018). This is so because the company has a wide range of customers within
the market and even if one of them decides not to buy, the company would still have a huge
customer base in the market.
Competition
The level of competition faced by the Morrison’s within the market is high as there are a
number of companies present in the retail industry within the market.
Threat of substitutes
11

The threat of substitutes within the market is moderate for Morrison’s. This is because,
the company has wide range of customers that are loyal towards the company and help the
company in making profit within the market.
Threat of new entrants
The threat of new entrants for the Morrison’s is low because initiating and introducing a
business within the retail segment requires extensive amount of capital.
Value proposition
The value proposition can be described as a statement presented by company which states
the benefits and advantages an organization is planning to provide or offer to its customers
within the market. For the purpose of launching the new product line within the market, the
Morrison’s value proposition will be “ healthy food, to make you feel good.”
Marketing strategies applicable to marketing mix
In order to launch a new product line within the market, the Morrison’s will make use of
different types of marketing strategies. These strategies will include the use of different
marketing channels for the purpose of marketing and promoting of the goods that are going to
take place within the market (López Muñoz, 2022). The Morrison’s will make use of email
marketing in order to send the existing customers with personalised mails in relation to the
product that is going to be launched within the market. Similarly, the Morrison’s will also make
use of modern as well as traditional marketing tools in order to inform the existing customers
about the new launch and also attract a wide range of new customers within the market.
Marketing Budget
Particulars Amount (in Pounds)
Market research 200
Blog posts 100
YouTube advertising 100
Social media advertising 300
Marketing platform 500
Creative design software 500
Recruitment 300
Hardware 500
Total 2500

Tactical actions
In order to increase the sale of the company, the Morrison’s has been introducing a new
product line within the market. But, there is a need for the company to take certain measures or
implement certain strategies which could help the company in enhancing their sale and
profitability within the market. For the same, the company should make a list of objectives that
should be achieved by the organization, the Morrison’s should make use of public relation
strategies and various other types of marketing channels in order to expand the business reach of
Morrison’s within the market.
Identification of appropriate control and monitoring measures
The Morrison’s has been planning to launch a luxurious product line within the market.
However, the company will need a set of measures in order to determine the success of the
product line. For the same, the Morrison’s will use the following measures:
Return on marketing investment
The return on marketing investment can be defined as the contribution to profit which can
be allocated to the marketing and further dividing the outcome with marketing invested or risk.
This metric is specially used by organizations in order to determine the success of the online
marketing campaign within the market (Górriz Vilar, 2022). This helps the enterprise in
determining whether the organization is able to achieve the desired outcome or not.
Customer Lifetime value
The customer lifetime value is also a kind of metrics that is used by different
organizations as it helps them in identifying the long term relationship of each and every
individual within the market. With the help of this metric, the organizations aim to determine the
capacity of a customer in relation to the level of purchase they make with accompany within the
market.
Comprehensive media plan
Budget
Particulars July August September
Market research 100 50 50
Blog posts 50 25 25
YouTube advertising 25 50 25
Social media 75 100 125
13

advertising
Marketing platform 200 200 100
Creative design
software
100 200 200
Recruitment 100 100 100
Hardware 200 150 150
Total 800 875 775
Recommendations and rationale for the selected marketing activities
The Morrison’s will make use of different types of marketing strategies in order to
increase the sale and profitability of the company within the market. The Morrison’s will make
use of modern marketing strategies as well as the traditional marketing channels in order to
increase the sale and profitability of the new product line that is going to get launched within the
market. The Morrison’s will make use of social media marketing channels such as the Facebook,
Instagram, YouTube in order to inform as well as the promote the products offered by the
company within the market (Chernev, 2020). The Morrison’s will also make use of bill boards,
advertisements using radio, television and other such modes. This will help the company in
enhancing its revenue which in turn will increase the profitability of the Morrison’s within the
market. The Morrison’s will also make use of email marketing in order to inform the customers
about the launch of a new product line within the market. The personalised emails to the existing
customers and other public of the country will help the organization in attracting new range of
customers towards the brand within the market.
Full justification for multimedia plan on the basis of quantitative and qualitative criteria
The quantitative criteria refer to numbers of followers generated in context of a particular
post or campaign. Similarly, the number of people who engaged with the campaign launched by
the company and the number of people who followed the brand was huge.

REFERENCES
Books and journals
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of retailing, 94(2), pp.113-135.
Chandy, R.K. and et.al 2021. Better marketing for a better world. Journal of Marketing. 85(3).
pp.1-9.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Dekel-Dachs, O., Simba, A. and Klipan, H., 2020. Born global SME in contemporary markets.
In Entrepreneurship Marketing (pp. 287-299). Routledge.
Gbadamosi, A., 2019. Marketing ethics, green and sustainable marketing. Contemporary Issues
in Marketing: Principles and Practice. 185.
Girton, C., 2018. Creating a marketing plan with a marketing team of one.
Górriz Vilar, J., 2022. Marketing plan of PC Componentes.
Klimanov, D. and Tretyak, O., 2018. Linking business model research and marketing: new
network-based approach to business model analysis. Journal of Business & Industrial
Marketing.
15

Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal
of Social Marketing.
López Muñoz, J., 2022. Marketing plan-Suprive.
Mahmoud, T.O., 2018. Impact of green marketing mix on purchase intention. International
Journal of Advanced and applied sciences, 5(2), pp.127-135.
Pinarbasi, F., 2019. Contemporary Issues and Challenges in Marketing Environment
Worldwide. Handbook of Research on Managerial Thinking in Global Business
Economics, pp.22-40.
Wang, C.L., 2021. New frontiers and future directions in interactive marketing: inaugural
Editorial. Journal of Research in Interactive Marketing. 15(1). pp.1-9.
Westwood, J., 2022. How to write a marketing plan: Define your strategy, plan effectively and
reach your marketing goals(Vol. 4). Kogan Page Publishers.