INTRODUCTION

For a business in order to be successful in the modern business world, effective use of
advertising and promotion would be fundamental requirement. The present assignment
would explore the marketing communication process by taking Morrison Supermarket
as the core area of study. In the present paper four key learning outcomes would be
achieved which would include scope of marketing communication process, importance
of the advertisement process in the organization setting, below the line advertisement
techniques used by the organizations and lastly planning mechanism of integrated
marketing communication process in the business (Clow & Donald, 2009).

Task 1
1.1 EXPLAIN THE COMMUNICATION PROCESS THAT APPLIES TO ADVERTISING & PROMOTION.
Communication process is the process of sharing of information between two or more
people for the purpose of delivering and exchanging knowledge so that mutual
understanding can be build within the communicators of information. The main
components of communication process include context, sender, message to be shared,
medium, recipient and finally the feedback.
 Figure1. Showing communication process
In the present context of Morrison super market; there could be several audiences with
which communication system must be established so that understanding can be
developed. Morrison needs to apply communication process in order to persuade and
inform its customer about their products or services (Tom & Caywood, 2006). In order to
communicate with the customers company need to formulate a message describing the
features and the benefits about their products and services. In a communication
process some of the vital key elements would be source & encoding feature, signal &
channel, decoding & receiver, noise & feedback. If any of the elements got absent in the
communication process then the transmitted information may distort.
In order to make advertising very effective, it is crucial for the advertisers to analyze that
how the message may be met by the customers in the market. To make it easy, AIDA
model of communication can be used for effective advertising & promotion by Morrison
supermarket. AIDA model of communication stands for attention, interest, desire and
action. It helps in developing effective communication strategies and communication
with the customers in such a way that better responds to their needs & desires. In
Morrison supermarket AIDA model would help in making an impactful advertisement
process wherein the attention of the customers would be sought first before conveying
message to them. After their attention is sought, organization would make sure to keep
them interested by offering solution their problems. Then the desire would be created
once the customers feel interested to the message conveyed by the company. In doing
so, the promotional planner must create desire for the products which company wants
to offer not which customer wants to have. At last, as customer have already shown
their interest and desire for the products, final action should be to offer goods or
services to them (Schultz & Schultz, 2008). The whole system of communication
 process for advertising and promotion purposes guide the marketers to target a market
effectively. Hence, the role of effective communication using AIDA model can’t be
undermined from the overall marketing process.

Figure [Link] AIDA Model

1.2 EXPLAIN THE ORGANIZATIONS OF THE ADVERTISING AND PROMOTIONS INDUSTRY.

Advertisement process as a marketing communication is developed strategically for

enhancing the business by use of creative advertisement tools. Advertising agencies
design strategic elements in the advertisement process in sync with the marketing plan
and marketing objectives of Morrison supermarket (Beakbane, 2013). From the
advertising & promotion industries, the essential organizations that are doing the
advertising and promotional work can be described as under:
 Generalized advertising organizations work for doing normal tasks in the advertising
process like designing of logo etc. For example, WCRS is one of the full service
advertising agencies which offer its services to many big clients such as BMW, The Sky,
The Sun, Sony and Transport of London etc.
 Specialized advertising organizations designated for doing special tasks of advertising
such as recruitment, industrial, entertainment etc. For example, Creative shops that are
formed by few members of full service agencies for offering specialized services
keeping in mind consumer requirements.
 Interactive advertising organizations designated for internet advertising bringing the
utmost amount of consumers by way of promotion through popular websites face book,
YouTube etc. For example, Carat, biggest media agency in UK offering services related
with media (Beakbane, 2013).
 In-house advertising organization designated to do individual to individual
advertisement. Such organizations main task is to achieve every single person though
their promotional campaign.
1.3 ASSESS HOW PROMOTION IS REGULATED.

Regulation of promotion can be done through abiding by the rules & regulations
imposed by the regulating bodies for promotion and advertisement. The regulating
bodies lay down rules and laws so as to ensure that proper standards are followed by
the business organizations like Morrison supermarket. One such authority in UK which
has laid down the standards for advertisement is Advertising Standards Authority (ASA).
ASA is one of the key governing bodies for advertisements in UK and plays crucial role
in developing vital rules such as protecting consumers from unfair trade regulations,
distance selling act, data protection act, consumer credit act and sales of goods act
(McCarthy, 2012).
 A sale of good act was developed in year 1893 in UK for regulating the contract for
purchase and sale of goods. This act regulates the organizations that whether they are
offering products in good working conditions and to ensure that the goods are safe and
satisfactory for the consumers. The main aim of this act is to examine that the
organizations commitments pertaining to specific goods or services are true or not.
 Unfair trade regulations act regulates organizations to not to convey misleading
messages to the consumers and it examines whether the companies are offering the
same which they promise in their advertisements. This act forbids organizations to use
sales techniques which cause consumers harassment, to claim false credentials, to
display false trade mark, to claim false endorsements.
 Customer credit act was established in year 1974 and amended thereafter with minor
changes in year 2006. Under customer credit act there are several restrictions on the
organizations in order to maintain relationship between the debtors and creditors by way
of fair trade practices in the business. The restrictions imposed can be regarding proper
 license requirements, avoidance of unfair trade with the creditors and creditors
amounting £ 25000 can be termed as unfair trade (Matt, 2009).
 Data protection act was developed in the year 1984 in UK and finally amended in year
1988 to be applicable in the present business context. Under this act, provisions are
imposed on maintaining the secrecy of the customer data. The consumer data has to be
erased after some time from the organization database and it must be only used for the
purpose it was taken by the company.
 Under the distance selling act, rules are framed pertaining to online selling process
which enlists the regulations that key information on the product, true contact details
and refund policy etc. must be provided to the customers. Customers must be informed
about dispatch of product or receipt of return and must be given ample time for checking
the product so that in case the product is not as per the customer needs then they have
the opportunity to return the same to the company (McCarthy, 2012).
1.4 EXAMINE CURRENT TRENDS IN ADVERTISING AND PROMOTION, INCLUDING THE IMPACT OF
ICT.

The impact of information communication & technology (ICT) is very significant in taking
the organizational advertisement strategies to the next level. Due to ICT, the
promotional and advertisement strategies can be developed with more effectiveness. In
the present context example of Morrison supermarket’s community engagement
campaign “Let’s grow” can be considered for understanding the impact of ICT on the
advertisement and promotion strategies of the campaign. The improvements which
have been made by ICT in developing advertisement and promotional domain for the
campaign can be discussed in below points:
 Website: Website regarding the campaign has been developed in such a manner that
customers can look into the benefits of the campaign by just one click on the website.
Also the parent website of Morrison supermarkets has provided links to the “Let’s Grow”
pages for customer convenience. Thus the advertisement made with the help of online
tools may help Morrison Supermarkets to take their advertisement to next level
(Moskowitz, 2006).
 Email: For promoting the campaign, Morrison used direct mailing system to inform the
schools about the campaign and to inform them that how they could get involved. The
mailing system helped in communicating with the schools, third party gardening
equipment suppliers etc. Morrison technical department designed attractive mails which
are then sent to the schools and other interested parties in order to explain the various
salient features of the campaign. Being a lost cost and high impact tool, email marketing
tool is highly effective (Matt, 2009).
 Video conferencing: Video conferencing tools helped in direct connection with the
clients for promoting the campaign. In addition to this, celebrity Gardener Diarmuid
Gavin was featured on the videos to talk with the client and explain features of the
campaign through video conferencing.
Hence, the present example has shown that the campaign “Let’s Grow” has been
benefitted through usage of ICT tools so as to take the advertisement and promotion
process of Morrisons to the next level wherein effectiveness of their promotional
campaign is much higher as compared to the traditional advertisement methods.
TASK 2

2.1 EXPLAIN THE ROLE OF ADVERTISING IN AN INTEGRATED PROMOTIONAL STRATEGY FOR A

BUSINESS OR PRODUCT

Advertising is very important for a product or a business. A business organization has to pay for
advertisement but the cost is justified by sales return in the fiscal year. It is normally used for
enhancing brand image and it is a long term return. Accountability of advertisement is multi-
dimensional and it has no exception. In most advertising strategies there will be a section on
campaign objectives which includes these tasks:

 Create awareness
 Make an impact
 Communicate messages
 Stir up a quick response
 Remind consumers
 Create favourable impressions
 Fulfil needs
 Reinforce attitudes
 Change perceptions –overcome prejudice or mental reposition
 Enthuse the trade and the staff
 Consolidate a position
 Encourage trial

Advertising has some sensitive issues which has a great impact in a business or a product. Those
issues are:

 Appreciate how customers’ attitude towards advertising can affect its roles.
 Need to consider not only the explicit objectives but also the implicit roles of advertisement
which depict the growing importance of the emotional effects in present day’s competitive
environment.
 Advertise may play different roles accord to the situation.
 Advertise may vary with different stages of a brand improvement
 Advertisement may vary with different Medias. [7]
 2.2 EXPLAIN BRANDING AND HOW IT IS USED TO STRENGTHEN A BUSINESS PRODUCT

Branding is the personality which identifies a service or product or company (term, name,
symbol, sign, design or combination of them) and how it connected to key populations like
investors, staffs, customers and partners. The psychological aspect of branding associates with
feelings, thoughts, perceptions, images, beliefs, experiences, and beliefs and so on which makes
a product or service a brand.
People involve in branding to align or develop the exceptions behind the brand experience,
develop an emotion or impression with a service or a product that makes it unique and specific.
Branding is the most valuable ingredient of advertising theme which depicts what business
owner will offer to its client. The main goal of advertising is to attract its target customers and
make the product or service unique. Branding, through frequent and repeated advertising is the
most efficient way to reach this goal.
If customers see an advertisement over and over through different advertising Medias all over the
places it create a branding images in their mind and the product or service become brand easily.
When it becomes brand, the selling goes high very quickly and it has long term impact on
business.

2.3 REVIEW THE CREATIVE ASPECTS OF ADVERTISING

Advertising campaign becomes successful when it provides a novel, different and unique
advertising appeal/theme to the biggest audience. Creating such kind of advertisement is known
as creativity of advertising. It is an art and ability to produce original, fresh and unique ideas in
communicating with biggest audience. Ad-creativity is the outcome of imaginative skills of
commercial artist, layout designer and copywriter. Creative ads attract the attention of target
audience very easily and most effective ways. Creative ideas give competitive advantages to the
advertiser. If any unique appeals or slogan is created by any organization and it is successful in
the market then it last for a longer period of time. To be successful, creative ideas must be
interrelated with customer demand and product features. Creating such kind of exceptional
selling ideas which is imaginative, different and original is hard. Before launching this kind of
unique ads in the market it needs to verify or taste. There are three steps in creating unique ads
like collecting information, thinking process and verification.
2.4 EXAMINE WAYS OF WORKING WITH ADVERTISING AGENCIES

If anyone wants to work with a add agencies they need to remember some ways to act and those
are:
1. Know what you want- At first anyone needs to know what he wants to produce otherwise he has
to rely on agencies and has to pay a lot of extra money.
2. Don’t assume you have the right answer- business organization must have its own idea; for more
refinement they are going to take help from the ad agencies
3. Realize that there is a strategy all the time behind advertising
4. Don’t let loved ones make business decisions.
5. There will be only one decision maker otherwise it will be time-consuming or difficult.
6. Don’t assume you know your customer, it needs to do the market research to know your prefect
customers
7. Something is not better than nothing- here business organization has put full effort on marketing
otherwise it really tough to take a place in competitive market.
8. Value is more important than price- branding is very important for long lasting business so need
to give more emphasize on branding.
9. You need to verify the ad what ad agency gives you.
10. Don’t stop advertising when sales go down.
11. Need to identify your ad agency either working for your or not. [8]

TASK 3

3.1 EXPLAIN PRIMARY TECHNIQUES OF BELOW THE LINE PROMOTION AND HOW THEY ARE USED IN
AN INTEGRATED PROMOTIONAL STRATEGY FOR A BUSINESS OR PRODUCT.

IN ORDER TO HAVE DIRECT INTERACTION WITH THE CUSTOMER SEGMENT OR OTHER CHANNELS AT WHICH
MORRISON HAVE DIRECT CONTROL, BELOW THE LINE PROMOTIONAL TECHNIQUES ARE USED BY THE COMPANY.
BASICALLY, THERE ARE TWO TYPES OF BELOW THE LINE TECHNIQUES- PRIMARY TECHNIQUES AND SECONDARY
TECHNIQUES. THESE TECHNIQUES INCLUDE SALES PROMOTION, PERSONAL SELLING, AND PUBLIC RELATIONS,
DIRECT MARKETING AS THE MAJOR TOOLS FOR PROMOTION PURPOSES AND THEY CAN BE DISCUSSED IN THE
BELOW POINTS:

§ SALES PROMOTION: SALES PROMOTION TOOL INCLUDED UNDER BELOW THE LINE PROMOTION
TECHNIQUES INCLUDE DISTRIBUTION OF FREE ITEMS WITH THE MAIN PRODUCT SOLD BY THE
COMPANY, OR OFFERING GIFT VOUCHERS OR LOYAL POINTS TO THE CONSUMERS. THIS
TECHNIQUE WOULD INCLUDE OFFERING OF DISCOUNTS TO THE CONSUMERS OF THE
COMPANY BASED ON THEIR PURCHASING FREQUENCY AND LOYALTY WITH THE COMPANY. FOR
EXAMPLE, MORRISON IN ITS CAMPAIGN “LET’S GROW “OFFERED THAT FOR EACH £10 SPENT BY
THE CUSTOMER, HE WOULD BE GIVEN A VOUCHER WHICH CAN BE USED FOR REDEEMING
GARDENING TOOLS (ELLIOTT, 2010).
§ SPONSORSHIP: SPONSORSHIP IS ALSO USED BY THE COMPANY AS A BELOW THE LINE
PROMOTION TECHNIQUE FOR BUILDING CONSUMER AWARENESS. FOR EXAMPLE, MORRISON
SHOULD SPONSOR THE TELEVISION SHOW ANT & DEC WHICH EVENTUALLY WOULD ACT AS AN
ADVERTISEMENT TOOL FOR THE FRESH FOODS OFFERED AT MORRISON.
§ PUBLIC RELATION: THE PROMOTIONAL TOOL OF PR AS A BELOW THE LINE PROMOTIONAL
TECHNIQUE WOULD BE USED FOR BUILDING A POSITIVE ENVIRONMENT WITH THE HELP OF
VARIOUS PUBLICITY ACTIVITIES. IN THIS TECHNIQUE MORRISON CAN ARRANGE FOR PRESS
LAUNCHES, PRESS RELEASES OR PR EVENTS FOR PROMOTING THE CAMPAIGN OR FOR
PROMOTION OF ITS PRODUCTS OR SERVICES.
§ DIRECT MARKETING: DIRECT MARKETING TOOL OF BELOW THE LINE PROMOTION USES MAILS,
FLYER, PERSONALIZED LETTERS, TELEMARKETING TOOL, PACKAGING DESIGN ETC. FOR
DIRECTLY REACHING TO THE CLIENTS. A RANGE OF LEAFLETS AND FACTSHEETS CAN BE
PREPARED IN THIS TECHNIQUE FOR TARGETING THE AUDIENCES. FOR EXAMPLE, FOR
PROMOTING THE “LET’S GROW” CAMPAIGN, MORRISON DISTRIBUTED LEAFLETS THROUGHOUT
ALL THE MORRISON STORES, AND BEFORE THE LAUNCH, STAFF BRIEFING WERE HELD TO
INFORM ABOUT THE CAMPAIGN MECHANISMS.
§ DIGITAL MARKETING: THROUGH THIS TOOL MORRISON CAN CREATE COMPANY WEBSITE AND
CAN USE APPLICATION OF SOCIAL MEDIA TOOLS SUCH AS FACE BOOK, TWITTER, YOU TUBE
ETC. ONE MORE WAY TO PROMOTE THE CAMPAIGN CAN BE THROUGH THE USE OF BLOGGING
OVER INTERNET SO THAT IT WOULD REACH MORE POTENTIAL CONSUMERS.
§ PRODUCT PLACEMENT: THIS ADVERTISING AND PROMOTION TECHNIQUE WOULD HELP IN
PROMOTING THE COMPANY PRODUCTS VIA TELEVISION, FILMS OR OTHER MEDIA. WITH THIS
TOOL, COMPANIES HOPE THAT PUBLIC WILL TAKE NOTE OF THE PRODUCTS USED BY THE
MOVIE CHARACTERS AND THUS WOULD THINK OF USING THE PRODUCTS THEMSELVES (MICK,
2006).
§ LOYALTY PROGRAMS: PROMOTIONAL TOOLS THAT OFFER CUSTOMER A REWARD THAT CAN BE PRICE DISCOUNTS
AND FREE PRODUCTS DUE TO THEIR FREQUENT BUYING PATTERN OR OTHER SUCH ACTIVITY ARE CALLED THE
LOYALTY PROGRAMS. THESE PROMOTION TOOLS CAN BE USED BY MORRISON SUPERMARKET FOR RETAINING THE
EXISTING CUSTOMERS TO ITS BRAND. IN THIS PROGRAM MORRISON MAY OPT TO GIVE ITS LOYAL CUSTOMERS A
VERIFICATION CARD AS AN EVIDENCE FOR ENROLLMENT IN THE PROGRAM AND FOR TAKING THE GIVEN
ADVANTAGE.

3.2 EVALUATE OTHER TECHNIQUES USED IN BELOW THE LINE PROMOTION.

Other techniques that can be deployed by Morrison for promoting its products and
services on a non- traditional basis of advertising would include personal selling
techniques, word of mouth techniques, use of corporate communication, new media etc.
These effective and non conventional methods of promotion can be described in the
below points as:
 Personal Selling: As a promotional tool personal selling has a direct impact on the
customer creation aim of advertisement strategies which is due to the fact that in this
technique personal contact is developed between the advertiser and the client which
would eventually help in knowing the customer desires for the particular product. It is a
way of setting one to one communication with the potential buyer. There could be
various methods of doing personal selling which would be explained below as:
a. Door to door sale technique can be used as an effective personal selling tool in which a
salesman is appointed for doing sale and advertisement of products to the general
public by walking from door to door. In this technique there would be face to face
conversation between the customer and the salesman.
b. Exhibition: By arranging exhibition for the products or services, customers can be
attracted and informed about the products as in this method, the company staff gives
demonstration about the working of the particular product which greatly impacts a
customer decision to buy the product (Benjamin & Baker, 2012). Also, in such
exhibitions full information and advantages of the product are illustrated to the
customers to convince them to purchase the same.
 New Media: Through this technique Morrison can influence the customer’s decisions in a
positive manner as development of web would provide source of information to the
consumers. Morrison can use ‘search engine optimization’ web tool to make sure that
its company’s website is shown at the top of every relevant search results page.
Moreover, Morrison can use paid for web advertising, such as pay per click on Google
in order to profile its business to prospective customers.
 Customer newsletters and magazines: Using customer newsletters for promotional
purposes would help Morrison in building good image of the company as sharing
information with the customers through newsletters and magazines would show that it is
a knowledge based company. Consequently, the company would appear open and
trustworthy which would support in building image of the company.
TASK 4

4.1 FOLLOW AN APPROPRIATE PROCESS FOR THE FORMULATION OF A BUDGET FOR AN

INTEGRATED PROMOTIONAL STRATEGY.

Process of campaign management

Process adopted for the campaign management in present context for Morrison would
contain below mentioned steps:
 Assessment of the market communication opportunities: This step of the
campaign would analyze expectations from the target market. Further this step of the
process would identify to whom we are sending message i.e. customer, general public
or any other stakeholder.
 Determining objectives: Chosen target market of Morrison would be capture by
launching their promotional campaign with defined short term and long term objectives.
 Determining promotional mix: Promotional mix decisions are taken by the
organization by making sure that setup of promotional mix is such that interest can be
created among the buyers by making use of different promotional techniques (Ademola,
2010).
 Communication channel to be adopted: After identification of the target market
and objectives with which communication need to be developed it is important that
based on the budget and effectiveness parameter communication channels are being
selected by the Morrison.
 Development of promotional message: Promotional message for the campaign
would be developed based on the content, structure, format and appeal. This
promotional message would be implemented for the target audience and as per the
demand of product for Morrison.
 Development of promotional budget: In this process overall budget would be set
for the promotional campaign including above mentioned processes and especially mix
of promotions and media planning etc.
 Determination of the campaign effectiveness: This process would be initialized
for Morrison’s present campaign through situational analysis, making timetable and
copy platform etc. Feedback from the consumers can be taken regarding their
satisfaction with the products and services of Morrison.
4.2 CARRY OUT THE DEVELOPMENT OF A PROMOTIONAL PLAN FOR A BUSINESS OR PRODUCT.

Development of promotional plan for Morrison’s new campaign named “Let’s Grow” can
be given as under:
 Morrison background: Morrison wants to setup a new campaign wherein
organizational value of Morrison can be highlighted to the consumers so as to deal with
the current price war going in the retail industry segment. Concept of fresh fruits and
vegetables needs to be showcased to customers along with habit among children to
grow their fruits and vegetables themselves.
 Company analysis: SWOT analysis for Morrison can be given as under:

Strength Weakness
 Efficient distribution channel to  Suffering from product recall
accomplish strong supply chain issues
 More than 450 stores in UK with  Geographical reach for Morrison
employee strength of 130,000 is limited comparing it with other retail
 Among the four biggest brands in UK
supermarkets in UK
 Diverse product portfolio

Opportunities Threats
 Global expansion  High cost for manpower deployed
 Private label demand is  Competitor market share is
 increasing which can help Morrison to increasing
enhance their revenue  Changes in government policies
 High end market for organic
products

Table 1: Showing the SWOT Analysis for Morrison

 Product or idea launched: To provide shopping voucher for consumers at the
purchase of every £10 spent in the store which can be redeemed in the gardening tools,
seeds and farming equipments for schools.
4.3 PLAN THE INTEGRATION OF PROMOTIONAL TECHNIQUES INTO THE PROMOTIONAL STRATEGY
FOR BUSINESS OR PRODUCT

Integration promotional techniques would be used by Morrison through usage of

different media types such as the press, TV advertisements, direct mails and online
advertisements etc.
 Objectives of the promotional plan
1. To combat price war in industry by establishing values of Morrison
2. To highlight importance of fresh fruits and vegetables for making it USP of
Morrison
3. To enhance customer footfall and overall revenue by the campaign
 Type of campaign
Present campaign of Morrison would run for three months period. For the first two
weeks burst campaign would be made with high frequency parallel with the new idea
launch. For the rest 10 weeks drip campaign would be made with lesser frequency as
compared to the initial weeks of the campaign (Goldstein & Lee, 2011).
 Campaign strategy
Strategy adopted for the present campaign would be pull strategy so as to target the
end consumers. End consumers would be persuaded by making use of the below the
line promotional mix such as sales promotion and direct marketing sponsorship. CSR
would also be used for the campaign so that consumers are asked to donate farm
equipments and seeds for schools.
 The Budget
Budget for the present campaign would be approx £2.5 million. Some of the important
factors which would be used to determine this budget would include size of the target
audience, objective of the campaign, based on competitor activities and based on
previous budget of the organization.
 Promotional mix
Direct mail: Direct mails would be sent to the schools so as to inform them regarding
Let’s Grow campaign of Morrison and way through which they can get involved into the
campaign run by the organization.
TV advert: TV adverts were given which features celebrity named Gardener Diarmuid
Gavin.
Local and national press: News given in the local and national press so as to create
awareness among general public and consumers regarding “Let’s Grow” campaign.
Online activities: Online activities were done on various parenting websites so as to
provide the link for Let’s Go campaign of Morrison.
 Type of media and media planning
Reach and frequency are the two important factors while making decision regarding
media. Electronic media would be used by making advertisements in television for the
present campaign. Burst campaign is made by running the spot advertisement and
detailed advertisements as well (between 5 PM to 8 PM for 2 weeks). Drip campaign
can be used by running advertisement for every 2 hours between 4 PM to 9 PM
between week days for next 10 weeks. Print media can be used through local and
national press. Timetable for the media would be developed according to the 10 week
plan and by considering different stages for the media plan such as the initial research,
evaluation of the search results & planning, pre-advertisement, launch of idea, post
advertisement and evaluation & measurement of the results in comparison to the
original objectives of the campaign. All these steps would be helpful in order to develop
the media planning (Dacko, 2008).
4.4 USE APPROPRIATE TECHNIQUES FOR MEASURING CAMPAIGN EFFECTIVENESS

The promotional campaign developed for Morrison would be evaluated for achieving the
desired results and objectives for which present campaign was designed. Outcomes of
the campaign would be compared with the initial objectives and a comparative analysis
would determine whether results were obtained in accordance to the planned objectives
or not. Based on the attainment of results this promotional campaign would be given the
heading of successful or failure. Below factors would be important in order to determine
the success criteria for the presently developed promotional campaign of Morrison:
 No of customers coming to the Morrison store as a result of the present
campaign along with incremental revenue gained by Morrison as compared to the
normal business days
 Perception of consumers regarding Morrison stores and their product offering for
the fresh fruits and vegetable (Dev & Don, 2005)
 To assess whether Morrison brand is compared with other retail industry brands
for price effectiveness or for the product effectiveness through the concept of fresh fruits
and vegetables
 To gain higher market share through showcasing values of Morrison in the retail
industry to the consumers
Incremental revenue gained by Morrison would be compared through the present
campaign and in case there is additional earning made by the organization then the
success or failure of the campaign would be decided.
CONCLUSION

Present paper has revealed the promotional campaign designed for one of the major
retail brand in UK i.e. Morrison. In order to combat the price war and highlight values for
the Morrison present campaign was designed by making use of the different media
types and promotional techniques. It is expected that Morrison would be able to attain
the objectives for which present campaign have been developed by the organization.
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