Morrisons to improve focus on fresh food as commercial chief departs

Morrisons: 2012 TV campaign
Morrisons: 2012 TV campaign

Morrisons has parted company with Richard Hodgson, its commercial director, after concerns were raised by Dalton Philips, chief executive, about its fresh food proposition being insufficiently communicated.

Philips told analysts that the supermarket needed to make a change in a conference call discussing the supermarket’s 2.1% drop in like-for-like sales for the quarter ending 28 October.

Martyn Jones, corporate services director at Morrisons, will assume Hodgson's responsibilities on an interim basis while the company seeks a replacement for the commercial director role, which oversees the marketing function.

Jones has been with the company for 22 years and has been handed the interim reins because of his experience gained during four years heading up the supermarket's trading function.

Morrisons will task the new commercial director with better communicating its credentials as one of the biggest fresh food manufacturers in the country.

The retailer believes its investment in fresh food specialists gives it the edge over its rival supermarkets, but is not reflected in its performance.

Philips added the roll out of its Fresh Format convenience stores is "on track" with it due to launch 100 stores by the end of its fiscal year.

He also said the company's Own Brand relaunch, will extend to 10,000 products, is "progressing well" and drew attention to the launch of its first ecommerce offer, Morrisons Cellar.

Morrisons has been losing ground on its rivals recently in terms of market share, according to research from Kantar Worldpanel. Grocery share figures for the 12 weeks ending 28 October show sales have dropped 0.4% on a like-for-like basis, resulting in its share dropping from 12.0% to 11.5%.

Edward Garner, director of Kantar Worldpanel, said: "Recent announcements about the development of online and convenience, which are the two fastest growing grocery channels, will no doubt be given added urgency as these channels continue to deliver growth for competitors."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers