Marketing Plan

Management

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The marketing research process of Morrisons mainly includes the identification of problem,
evaluating the research objectives, collecting the information, analysing the alternatives,
implementing the results and the feedbacks in the operations. With the help of market research
the management of Morrisons would be able to depict the actual expectations of the customers
and the demands and supply of the products and services. The demand of the products justifies
the popularity of any of the products in the market. Morrisons had to work on the products
positioning and making the brand known to everyone. To attain effective marketing outcomes
the organisation would have to plan to have the strategies of segmentation, targeting and
positioning of the brand and its products and services. The market segmentation of Morrisons
could be performed on the basis of various factors such as geographical, psychographic and
behavioural segmentation (Ramsay, 2010). Market segmentation assists Morrisons in gaining
growth and expansion over the business operations and attains more profitability. Morrisons at
present is performing well with respect to its sales parameters and bringing diversification in the
segments. The establishment intends to expand its operations across the boundaries and thus
segmentation and diversification are must to be focused on. Morrisons targets men, women and
kids to offer its diversified products and makes proper use of social and print media, provide
them with special discounts and other perquisites (Solomon.et.al, 2014). These sources are
been utilised by Morrisons to make the people aware about the products and services and
attract them in large numbers. The targeting strategy assists Morrisons in confining the
widespread segments as it is very much complex to bring diversified natured products at one
place. Further, to attain sustainable positioning strategy the organisation opts for the
promotional activities like making the people aware about the products and services and
attracting them towards it. Morrisons strives hard to position its brand over other competitors
and makes the customers incline towards its products by offering low priced products at high
qualities.This initiative would also be helping out in meeting the competitive advantage and
raising the standards of its brand.Morrisons is the fourth leading supermarket brand all over the
country and offer a large range of food products in the market (Varadarajan, 2010). In order to
attain improvements in the products the organisation had initiated to become a food specialist in
the industry. Providing quality food products with attractive packaging and prices enhances the
market value of the brand and pulls the customers towards the stores. The organisation is been
influenced by the buying behaviours of the customers also as the change in the taste and
preferences affects the purchase of the particular products. With respect to attaining
sustainability in the competitive advantage the organisation has aimed to set the least minimum
prices over the products and offer new varieties in the market. It had recently introduced a
marketing campaign named as Morrisons price check which claims to be the cheapest food
products supermarket and provides the best quality food products in the market for the
customers(Ryan,2014).Branding assists Morrisons in achieving a recognition in the market
among the people as it provide an identification from which the company is been known for. For
example, people recognise Morrisons by an outlet offering its products at lower prices and thus
indicate the trustworthiness in the products. Marketing in Morrisons had proved to be beneficial
at large scale and had supported in diversified areas. The marketing activities include both
sales and marketing and are important to the great extent to the organisation as helps in
making the brand known and valued in the marketplace (Kapoor and Si, 2014). With respect to
Morrisons both direct and indirect marketing activities are essential in its functionalities. To
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make the concepts more effective Morrison could make use of modern technology and
implement in its routine operations to have enhanced profitability and a brand image and
maximisation of sales records.Being a customer centric organisation it is very important for
Morrisons to focus on their requirements and their satisfaction with them. The consumers must
be satisfied with the products and services both being delivered at the stores. The marketing
management team must ensure to meet the expectations of the customers and make them
delighted. It is also important for the organisation to be aware about the buying behaviour of the
clients and execute the strategies accordingly. The perceptions, desires and expectation of
customers with the brand must be evaluated. Therefore, the management of Morrisons takes
feedbacks from the customer on the periodic basis and analysis the changing patterns on their
choices (De Mooij, 2010). The change in their taste and preferences also influences the sales of
the products and to reduce this type of risk the organisation must keep on bringing innovation in
the products and provide them with something new into the products like attractive packaging,
discounts, offers, flavours or varieties in the food products, etc. The management had also
taken an initiative to provide better training and development sessions to the employees to
deliver the best services and make the customers delighted at the store. Having a customer
satisfy is the biggest achievement for the organisation which is entirely based on the retail
products. By satisfying and making the customers delight Morrisons would attain loyal
customers and an increment in the sales parameters as well.With respect to the current era, the
people are inclining towards the technological and digital ways of shopping (Solomon.et.al,
2012). With the help of digital marketing Morrisons would be able to access better future scopes
and would influence the marketing and sales activities also.The digital marketing techniques
have better future scopes and would be surely helping out in bringing the customers towards
the brand. The reformed marketing tactics would assist in bringing new advanced techniques
like online applications, offers, products details, etc. for the customers and would surely provide
a greater expansion over the business aspects also. The organisation would attain a great
exposure across the boundaries as displaying the promotional activities online would approach
a large platform of people irrespective of any local or national boundaries. Morrisons would be
able to acquire an exposure with its product in other countries and could conveniently operate
the business over the online sources (Erdomu and Cicek, 2012). The new generation of
marketing and its activities attains a distinct way of approaching the customers and making
them convinced to buy the products with the company specifically. It is been considered as the
most effective way of marketing the products and services.

CONCLUSION
Marketing is the science of meeting the requirements of the customer with the help of valuable
products and services being provided to them and simultaneously achieving the desired
objectives of the organisation. With the above study it is been concluded that planning for the
marketing activities is a fundamental task in any of the organisation as these activities gives a
basis over the promotional activities for selling the product and services within a market
segment. Therefore it is essential for the organisation to focus on the pricing strategies of the
products and make them available at the best possible prices to the customers. The essay had
also recognised that Morrisons would be able to acquire a greater exposure in its products and
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services in other countries also and would suitably operate the business activities over the
online sources.

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