Published by MBA Skool Team, Last Updated: December 15, 2016
Marketing Strategy of Morrisons analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Morrisons marketing mix, help the brand succeed.
Morrisons marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Morrisons Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Morrisons Product Strategy:
The product strategy and mix in Morrisons marketing strategy can be explained as follows:
Morrisons is a value-led grocer and is focused on fresh food. High quality and fresh food is the key for the success of Morrisons. They run business under the brands Morrisons Cellar, M Kitchen, NuMe, Just for Kids, M Signature. The company prepares and delivers fresh food products as they have own their manufacturing production facilities that ensure best product. The brand also pays attention to the quality, features, appearance and packaging of the food products. Morrisons serves their fresh quality products at their factories and shops. This gives an overview on the marketing mix product strategy of Morrisons.
Morrisons Price/Pricing Strategy:
Below is the pricing strategy in Morrisons marketing strategy:
Price is the biggest reason for the customers to choose Morrison stores.
Morrisons continuously improves their customer offering through lowering their prices and providing better quality of products and services. They ensure that the price never becomes a reason for a customer to shop elsewhere. Morrison’s use premium pricing, promotional pricing and product bundle pricing. They also offer match and more cards which is a price comparison tool. Morrisons also focuses on factors like range, quality, ease of shop and service which help customers to make a decision to choose Morrison’s stores over others.
Following is the distribution strategy in the Morrisons marketing mix:
Morrisons serve across the UK and have physical presence in the form of 660+ stores, of which 150+ are convenience stores with around 117,000 employees. The wide geographic presence is the place and distribution marketing mix strategy of Morrisons. The company is also the second largest fresh food manufacturer in the UK. The company operates and controls great portion of the fresh food supply chain, most of the food is sold online and in retail stores. They have one national centre and seven regional distribution centres. The company has over 545 tractors and 1606 trailers which help in efficient deliveries.
Company has a service agreement with Ocado, that helps in the home deliveries of the orders received through morrisons.com.
Morrisons Promotion & Advertising Strategy:
The promotional and advertising strategy in the Morrisons marketing strategy is as follows:
Morrisons work with its suppliers through the Morrison farming program so that British farming remains competitive and sustainable. Company offers lower prices on a permanent basis with improved quality and range of products to its customers. The company aims to make their store a pleasant place to shop which offers a customer rewarding scheme through the match& more cards. Morrisons believes in facts then opinion. Morrison’s triumph by offering cheap and good products to customers and the pull is created by promotions and special offers offline and online.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Morrisons.
Morrisons tries to create job opportunity for local people so that they can be part of the community. Morrisons has employed qualified butchers, bakers, fishmongers and greengrocers which allow customer to have tailor quantities as per preference. Approximately 12 million numbers of customer visit stores per week. The brand has 117000 workers working in the supermarket chain.
Morrisons offers multi channels experience in their convenience and online stores. Morrisons chooses to offer the lowest prices on a permanent basis and make stores easier and pleasant place to shop. Also, Consistent customer communication leads in focused delivery in the distinctive shopping environment by showcasing the wide range of fresh food and giving customers the flexibility to choose the right product at the right price.
Morrisons runs more than 600 stores approx. Morrisonsoperates one national centre and seven regional distribution centres. Company has a presence across the UK with their Supermarkets, Morrison’s M local, Online Coverage, Distribution Centre and Manufacturing units. The company’s website showcases the entire product range offered by the company. This covers the marketing mix of Morrisons.
Morrisons was founded in 1899 by William Morrison. Morrisons is headquartered in Bradford, United Kingdom. Morrisons' legal name is Wm Morrison Supermarkets plc and it is traded under the name ‘Morrison’. Morrison is Britain’s second biggest food manufacturer with 60% of fresh food available in their stores. Morrison’s business is mainly food & grocery. The company is known worldwide for its retail chains.
Morrisons sources & processes most of the fresh food and sells through their own manufacturing facilities. They cover more than 11 million households with their physical and online presence.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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