Morrisons - 'Let's Grow': Getting Your Hands Dirty with Morrisons

This paper shows how a new marketing programme generated significant returns at a time when competitors were concentrating on price.

Morrisons – 'Let's Grow': Getting Your Hands Dirty with Morrisons

Principal Authors: Sarah Heyworth, Veriça Djurdjevic - Mediaedge:cia Contributing Authors: Ann Wixley - MEC Access, Stuart Sullivan-Martin - Mediaedge:cia, Michael Bates - W.M. Morrisons Supermarkets

INTRODUCTION: A NEW IDEA TO ENGAGE CUSTOMERS

This paper tells the story of how a new marketing programme, rooted in a truth about the business and answering a new consumer need, generated significant returns.

Following the success of Morrisons' brand re-launch in 20071, their competitors in the supermarket category reacted in true retailer style, investing aggressively to steal back market share.

In...

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