Morrisons Marketing Mix (4Ps) Strategy

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Marketing Mix of Morrisons analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Morrisons marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Morrisons Marketing Mix:


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.

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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.


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 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.

Physical Evidence:

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.

About 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.


Browse 4Ps Analysis of more brands and companies similar to Morrisons Marketing Mix. The Marketing Mix section covers 4Ps and 7Ps of more than 300 brands in 2 categories.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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