Report on Morrison's Vegan Marketing Campaign - Fundamentals 5X3Z0001

This report provides a comprehensive analysis of Morrison's marketing campaign for vegan food products. It begins with an overview of the Morrison's brand and the campaign's purpose, including objectives like gaining a competitive edge, increasing web traffic, and enhancing customer satisfaction. The report details the target audience selection using the STP framework, focusing on demographic and psychographic segmentation, undifferentiated targeting, and positioning through social media. It also examines the content strategy, emphasizing the use of attractive images and influencing words on digital marketing channels. Channel strategies, particularly the use of Instagram, are discussed, along with campaign measurement using KPIs such as profit margins and repeat customer spending. The report concludes by highlighting the importance of these measurements in assessing the campaign's effectiveness and guiding future marketing efforts.

FUNDAMENTALS OF
MARKETING

Table of Contents
TASK 1- INTRODUCTION............................................................................................................3
TASK 2- TARGET AUDIENCE.....................................................................................................4
TASK 3- CAMPAIGN MEASUREMENT.....................................................................................5
REFERENCES................................................................................................................................9

TASK 1- INTRODUCTION
Brand overview-
Marketing is one of those useful and beneficial elements that has been utilized by several
organizations, whether it is small or large, in order to reach at desire outcomes and obtain
expected results. The current assignment will be based on Morrison’s, which falls under the
category of leading supermarkets in retail industry, UK. Predominantly, its venture categorized
as food and grocery brand, which consistently focused on sourcing quality products and
processes half of its fresh food that it may sell in own manufacturing outlets and facilities that
may give management close control over items quality and provenance.
Organizational background-
The success journey of this brand begins from 1899 as Bradfort market stall, which
enable organization recently to become the United Kingdom’s 4th biggest supermarket chain. At
initial person, it began to sell butter and egg and switch to wide category of goods that people in
recent time may prefer to buy. Morrison’s aim is to be more competitive brands in the world of
business, for which it effort a lot and focus on strategic formation as well as development. With
110,000 skilled workers, it attempts to hold venture position in retail sector at top, which provide
unexpected benefits to brand.
Campaign purpose-
Just to make dream come true in term of aim achievements, Morrison's may concentrate
on marketing campaign, which drive the attention of marketer towards development of strategic
plan and tactics that they may utilize to obtain several advantages. The main purpose of
marketing campaign is to gain competitive edge in the context of supermarket and to sustain for
longer at global level within retail industry by selling range of vegan food goods.
Objectives-
 To obtain competitive advantages.
 To generate web traffic up to 50% within 1 year.
 To increase profitability and productivity by 60% in 2 year.

 To enhance customer satisfactory level and build wide consumer base by 40% in 1 year.
Key performance indicators-
In the business world, there are varied forms of approaches and techniques accessible that
used by marketers, just to make assure that their plans may work appropriately and through
which they may obtain benefits. Here, in order to determine the success of marketing campaign,
marketer may identify revenue that firm may generate per customer after selling its goods, which
may so because of effective development and promotion of marketing plan that help to gain the
attention of new customers and contribute to retain existing forever.
TASK 2- TARGET AUDIENCE
To generate brand awareness, gain competitive benefit and many more things that brand
expected to get, it is essential for management to focus on important elements. For example, they
may take initiative to target customers first and then develop plan in regard to marketing
campaign. They may take STP framework into their consideration, which provide benefit to
them in term of targeting right people who may take interest in purchase of Morrison's quality
items especially range of vegan food products, which recently individual person prefer to buy
because they make them health and help to stay away from health issues. Chosen framework
encompass three stages that are mention below;
Segmentation-
Before targeting audience, it is so important for marketer to chose appropriate segment to
promote vegan items in market. Demographic and psycho-graphic are the two different types of
segmentation tactics that they may take into their consideration (Osei and et.al., 2021).
According to first on, marketer may drive their attention towards targeting those people how may
have greater understanding about how vegan items benefits them and always keep individual
person away from major health problems like thyroid, which happen due to a lot of fat that a
human body may consume. Furthermore, psycho graphic segmentation tactic may also drive the
focus on marketer in the context of determining and understanding habits that people may accept
according to their preferences and lifestyle.
Targeting-

For purpose of targeting, individual customer marketer may utilize undifferentiation
strategy, which enable their attention towards targeting and selecting all customers that are
highly interested to purchase vegan food items (Rosyida and et.al., 2020). By choosing and using
this approach, they may target everyone, which is quite beneficial for the continuous success and
growth of Morrison's, as this may provide management opportunity to wider their customer base
and develop plan to enter into well-developed nations, where profitable and potential buyers
accessible in bulk.
Positioning-
Without choosing specific tools and technique, it is impossible for marketer to achieve
strategic goals of their marketing campaign for which they may work hard and effort a lot. They
may consider social media platforms such as Twitter, Instagram, etc. which enable them to
promote vegan items list in market globally and generate web traffic as per brand management
expectations, which is quite tough to do so in appropriate way for anyone, in today's competitive
business world.
TASK 3- CAMPAIGN MEASUREMENT
Content strategy-
It defined as ongoing procedures that contribute to transform organizational aims and key
objectives into a plan or appropriate action, which management may effort to conduct into
practical manner (Mosso and et.al., 2020). In regard to Morrison's marketing campaign, marketer
may focus on making event highly successful by adding attractive and clear images regarding
vegan products which organization may effort to sell as it was the current market trend. In term
of content strategy, they may concentrate on including influencing words along with clear
pictures that marketer may post on particular, but effective digital marketing channel, where
population had already created their account in bulk and easily get information about what they
want, especially youngsters people may do this activity the best.
Content tactic of supermarket may focus on plan, creation, delivery and management of
content, through which marketer may drive the concentration of individual towards purchasing
vegan goods from Morrison's own stores where they may get amazing offers, hygienic
environment, and collaborative as well as supportive employees who are able to solve customers

queries and always take initiative to support them in varied terms. It is important for marketer to
consider the key elements of content tactic, because without these they are unable to reach at
desire results (The 11 essential elements of a content marketing strategy, 2020). First element is
marketing objectives, which they may create by following smart objective format. It helps to
drive the attention of marketing towards writing those words or creating content that assist gain
attention of profitable customers. Furthermore, they may also take customer persona's into their
consideration before taking any kind of action and set toward marketing campaign in regard to
new range of vegan products. As second component of content strategy, advertise may also take
this into their consideration and efforts to document their customer profiles as personas.
As third element, they may conduct market research and gather data about current market
trend, people perspective about veganism and what they expect from supermarkets to sell in
category of food products (Mazlan and et.al., 2020). These forms of information play vital role in
continuous progress and success of Morrison's in overall industry, where key rivals may operate
and run their ventures in effective way by selling grocery and other items, just to earn profit and
gain competitive advantages. Marketer may use all data that help to develop excellent content
tactic, which they implement in term of promoting content with influencing and attractive images
on specific source.
Channel strategies-
In term of channel tactics, marketer may focus on choosing and utilizing appropriate
sources, via which they may promote or implement marketing campaign worldwide that create in
the context of Morrison's new offer. It can be said that a channel tactic of a brand consider as a
vendor's plan through which they move an item or a service to the end buyers with the help of
chain of commerce (Huang, He and Chen, 2020).
The channel strategies of supermarket encompass set of strategic decisions and format
that create to obtain benefits of moving new item from its place to warehouse and then ultimate
end customers. First of all, management may communicate and coordinate with marketer to take
decision about selecting type of channel, which is the main part of overall strategy formation
process. For example, they may choose Instagram because in recent time 1 billion population has
created their accounts on it monthly and become active users globally (Instagram Demographic
Statistics: How Many People Use Instagram, 2021). It is one of the best channels that advertiser

may select to advertise brand offering and content with appropriate pictures, which in return
contribute to increase sales, profitability, productivity and performance level of Morrison's.
In term of channel, they may also focus on decision to choose the most appropriate place
or location, through which employees may support organization to achieve its strategic
objectives (Hecht and et.al., 2020). They select own outlets and warehouses to enhance
consumer satisfactory level by selling quality items and placing at each store on time, without
making any mistake in term of poor quality, inappropriate packing, etc. It is one of those sources
that marketer may use to get desire results in term of aim achievements, which provide
unpredictable benefits to Morrison's.
By using Instagram as social media channel, advertise may promote types of vegan
products internationally, which available in stores of supermarket, where everything may arrange
systematically and visibly that customers may see and then purchase in exchange for money,
because firm take initiative to sell each item at affordable pricing structure. With Instagram, they
may gain the attention of individuals in bulk in just one attempt.
It is important that channel strategy is created by taking corporate and sales objectives
into consideration, which make advertiser capable to get desire results, without making any
faults that may put negative impact on current and further action of organization.
Campaign measurement-
It refers to process of monitoring and measuring efforts of marketer that they may do in
term of marketing campaign development through which they attempt to advertise vegan food
products all over the world. Advertiser in order to measure the success criteria of entire
campaign may use KPIs tools and methods (The Top 5 KPIs to Consider When Measuring Your
Campaign, 2017). For example, they may take earlier and after plan implementation profits
margin into their consideration, which allow them to determine that their chosen channels,
develop content and select images contribute to generate revenue above expectations of
Morrison's management and stakeholders. It is the best and easiest way that they may utilize to
measure campaign effectiveness and get information about how to actually work well. It made
them capable to determine where changes require, to make plan more effective and profitable in
regard to supermarket. When their initiatives work appropriately, then they may see increasing
ration of company profits margin, which drive the attention of management towards forcing them

to do this in more excellent way that help to gain competitive benefits, while operating under
retain industry where competition level between each brand may high at extent.
In additional to the procedure of campaign measurement, marketer may take another
approach into consideration and that is percentage of repeat consumer spending vs fist time
buyers spending. With this method, they may effectively measure that their marketing plan work
appropriately and provide unpredictable advantages to brand and enable to enjoy the experience
of becoming global supermarket (Neussner, 2021). Continuous increment in percentage of both
terms may enable them to measure success of efforts and hard work, which in turn increase
profits margin and generate revenue of company more than its main competitors in retain
industry such as Tesco, Asda, Sainsbury's, etc. Extend of web traffic also permit advertiser to
measure what they expect to identify, which is another better way to take more steps towards
unpredicted success and progress of brand. Number of likes, positive comments and subscribers
are also included in category of KPTs approaches that uses by many marketers to measure their
marketing events, just like the way, Morrison's marketer may do so.

REFERENCES
Book and Journals
Hecht, A.A. and et.al., 2020. Influence of food and beverage companies on retailer marketing
strategies and consumer behavior. International journal of environmental research and
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Huang, H., He, Y. and Chen, J., 2020. Cross-market selling channel strategies in an international
luxury brand's supply chain with gray markets. Transportation Research Part E:
Logistics and Transportation Review. 144. p.102157.
Mazlan, M. and et.al., 2020. Government’s advertising information content strategy in
newspaper print advertisement. Journal of Information and Knowledge Management
(JIKM). 10(2). pp.13-36.
Mosso, A.L. and et.al., 2020. Effect of fermentation in nutritional, textural and sensorial
parameters of vegan-spread products using a probiotic folate-producing Lactobacillus
sakei strain. LWT. 127. p.109339.
Neussner, W., 2021. Management and Measuring Customer Loyalty in Digital Marketplace—
Analysis of KPIs and Influence Factors in CLTV. In Developments in Information &
Knowledge Management for Business Applications (pp. 151-176).
Osei, F. and et. al., 2021. Customer Satisfaction Analysis of Banks: The Role of Market
Segmentation. Science Journal of Business and Management. 9(2). p.126.
Rosyida, A. and et.al., 2020. STRATEGY SEGMENTING, TARGETING, DAN
POSITIONING: STUDY ON PT SIDOMUNCUL. Journal of Islamic Economic Scholar.
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Instagram Demographic Statistics: How Many People Use Instagram. 2021. [Online]. Available
Through: <https://backlinko.com/instagram-users>
The 11 essential elements of a content marketing strategy. 2020. [Online]. Available Through:
<https://seismic.com/company/blog/the-11-essential-elements-of-a-content-marketing-
strategy/>
The Top 5 KPIs to Consider When Measuring Your Campaign. 2017. [Online]. Available
Through: <https://www.kdnuggets.com/2017/02/top-5-kpis-measuring-campaign.html>