Marketing Communication For Australian Farmers And Products

Business background

Woolworths is the leading supermarket chain in the region of Australia. It has employed about 115,000 employees in their stores; distribution centres that helps to provide wider range, finest facilities, higher range, convenience and value to their consumers. It is engaged with Australian farmers and products and ensures that premium product exists for customers. The company acquires 96% of all fresh vegetables with fruits and ensures that superior product exists for the customers. Moreover, 100% of fresh meat is acquired through farmers. It produces fresh food for Australians in order to gain competitive benefits. Woolworths is an innovative and creative retaileras it focuses on offering a simple and convenient mode of selling the new products. It offers the opportunity to the customer to purchase according to convenience like customers can use computer at home to buy through Woolworth’s supermarket app. It also facilitates the opportunities to provide the groceries direct to the bench of the kitchen (Ali, Shaban, and Al-Zubi, 2017).

The retail industry is continuing to expand, produce and widen their market and also contributed to the development of economic and social sectors. The key components of enhancing the retail industry arethe high development of the economy, increasing population and increasing the purchasing power of consumers. Australian retail industry is elastic with respect to launching the products and services. Moreover, the low-interest rate offered support to the retail industry. In addition, the purchasing power of consumer has gained the eventually impact on retail sector (Belch, Belch, Kerr, and Powell, 2014). 

It is evaluated that purchasers are more encouraging and influential as compared to the retailer of the company. The key intention of buyer assessment is to assess the ideas of consumers with regards to particular products and services of the company. It can improve the productivity of Woolworths limited. It can alsoretain the consumers through the club cards and loyalty cards and would be beneficial for improving the profitability of an organisation. Woolworths emphasizes on different elements such as better quality, low rate and customer-oriented products. Moreover, another factor is better services and best promotion because of retaining the current customers and influencing the more consumers with regards to products and services of the Woolworths (Bernardes de Queiroz, et al., 2018). Along with this, a complex transformation in food retailing has created becausethe large demand of consumers intended to purchase the product via the supermarket. It targetedlarger demand of consumers who areintended to purchase the products via Woolworths. In Australia, there is also a demandfor non-food products and services. In the current business scenario, customers are more well-informed as compared to suppliers with regards to fair trade. Hence, the organisation should more emphasize on influencing consumersthrough marketing communication (Blakeman, 2018).

Industry overview

Woolworths focuses on retaining current customers and creates a long-time association with them. Moreover, it has developed different principles and approaches to their products and services such as sales and distribution strategy, cost strategy and marketing and publicity approach. The cost approach entails different factors such as psychological expenses, product development expenses, marketing cost, volume discount, and cost of final goods. Along with this, Woolworths highly emphasizes on developing an associationbetweencurrent and other customers of Woolworths via effective utilisation of sales and distribution marketing approaches (Bruhn and Schnebelen, 2017).  In opposed to this, publicity and marketing strategies entails certain types of components such as personal selling, loyalty cards, and e-mail confirmation. It would be beneficial for gaining profitability and increasing the demand of customers towards Woolworth’s products.

Woolworths has different competitors such as Wesfarmers, Aldi and Coles supermarket. The market share of supermarket demonstrates the actual growth position of the company in the market. From the assessment, it is evaluated that Woolworths has a high market share as compared to its key market participants. It also demonstrates the optimistic situation of the company (Camilleri, 2017).

Marketing program supports to achieve the marketing goals of Woolworths. Organisation’s performance is analysed by the marketing goals and it also impactson the situation analysis.

There are many factors that are considered by the firm to get higher competitive benefits like market share, Sales revenue, profit, Sales Volume, and investment return (Zabkar, Mumel, and Vanita, 2015).

• To increase AUD $8000 sales volume by using an advertising campaign
• To increase the market share of Woolworths by 8% by considering competitors evaluation
• To increase AUD $280000 sales revenue by considering advertising
• To increase AUD $400000 income by considering new IMC component
• To enhance AUD $500000 return on investment in upcoming 3 months.

Woolworths selects a specified marketplace to enhance the opportunities of benefits from the Australian market. The marketplace has classified into certain similar subgroup by market segmentation. Group of the specified marketplace is chosen which have the same requirements, desire and features. It could be achieved by practising the diverse strategy of the marketing mix. Classification of main segmentation could be psychographic, geographic, behaviouristic and demographics. For this campaign, Woolworths aimed supermarket that is divided as demographic, behaviouristic and geographic market segmentation (Valos, et al., 2016).

Woolworths can deal in the Australian marketplace and with some other areas sincethe demand of customers is high these regions for Woolworths products.

Woolworths would concentrate three categories of customer’s age group that are 10-15 years, 15-20 years and 20-25 years and also focuses on the 25-30 years old customers. Customers that belong to above-mentioned age group of categories want to purchase more frequently as compared to any other customer in the world. In addition, the customer would compare the price and quality of the food products as every consumer wants to get a quality product ata low price. After the comparison of price and quality, the consumer would select to purchase more items by that supermarket which provides food products with premium quality in minimum price. Woolworths would get the information about premium quality in low price products by this marketing campaign due to gain understanding about the desires and requirements of consumers (Andrews andShimp, 2017). 

Theory – demonstrated understanding (Situation analysis)

This marketing campaign enhances the interest of consumers with respect to Woolworths because it would provide superior quality products ata minimum price and also offers affordable products to the consumers. Consequently, it is analysed that young customers are targeted to provide a market for Woolworths by this marketing campaign. From this campaign, the organization would be capable to get many opportunities that could lead the firm to get higher competitive benefits in the existing marketplace (Baker, 2014). 

Woolworths will emphasize on the customers who want to live a healthy lifestyle in Australia by offering the quality and fresh products as it has a higher demand in the marketplace in the current scenario. It will create the positive image amid the customers by improving the extent of services and providing the benefit to consumers because they are willing to pay a higher rate to get the healthy products (Bowie, et al., 2016).  This campaign will create a unique image between the consumers by launching the new products with the finest quality and distributing in the area where the demandfor healthy products are high.  

• To increase the demand of consumers in particular time framework by offering them added value and advantageous in brand
• To gain new customers and retain the current customer who gives preference to their brand rather than other competitors
• To influence the consumers who have never buy a brand of Woolworths
• To evaluate the impact of advertisement on the progress of consumers from responsiveness to act

The integrated marketing communication programme could be imperative for getting a reliable outcome. The IMC could consider many components such as social and digital media marketing, word of mouth marketing, personal selling, direct marketing, event and experience. For promoting the campaign, social and digital marketing could be the most important element of the IMC. Moreover, it is also evaluated that online marketing tool is imperative for the attainment of objectives of the campaign. It also leads the firm to effectively introduce goods and services in the marketplace (Calder, Malthouse, and Maslowska, 2016).  In addition, it is also examined that Woolworths will reach at the huge amount of consumers in the least time. It also leads the firm to      

Purchase goods and services of Woolworths and retain them for long-term. In addition to this,  

Along with this, it is the key element of integrated marketing communication to create sales via online as the planned campaign will need to drive the distinct traffic to websites. It will support to increase the understanding of goods and services among the huge amount of consumers as it would be effective for getting higher competitive benefits. There are many sources that are considered by the organization such as Google, Instagram, Facebook, Snapchat, and YouTube. It also supports the firm to make their unique image in the marketplace (Villeneuve andPasquier, 2017). 

Theory – correct application

Media Objectives for this campaign

• To create a visual image towards Tesco supermarket among the huge amount of consumers.
• To develop a positive image as compared to their market players  
• To inspire consumers in the context of a specified brand

The IMC will be imperative for easily promote the campaign and get a favourable result. The social media marketing mix is an imperative method to directly converse with the consumers and reach a valid conclusion. This facilitates the firm to attract a huge amount of the consumers as it would be effective for easily promoting the campaign and get a valid and reliable result. This campaign could also support the firm to meet the aim and objectives of the organizationin the least time and cost. For promoting this campaign, the organization will make a plan to consider creation sources of social media to get reliable outcome named YouTube, media display, social media Ads, and demand advertisement video (West, Ford, and Ibrahim, 2015). The organization will also use the email marketing method by which organization will be capable to directly converse with consumers and increase the demand for products and services. In addition, it is also examined that there are many methods that are considered by the company to promote a marketing campaign like the internet, press release, billboards, TV, radio, and PR. For promoting this campaign, Woolworths will imply online media marketing method as it would lead the firm to spread the awareness of products and services among a huge number of consumers. The organization could make their own websites and make facilitates the consumers to understand the features of products and services before making the purchasing decision. It would also be effective for differentiatingthe product and services of the firm from their market player. Consequently, the organization would be capable to influence the consumers to make the purchasing decision in the context of their products and services (Šeri?, Gil-Saura, and Ruiz-Molina, 2014).

The assessment of the IMC campaign could consider all factors of the promotion mix. There are many key areas that are considered by the organization to evaluate and measure integrated marketing communication plans like message content, sales effect, and media evaluation. Another approach that could be practised by the organization to examine the IMC culture is Ogilvy theory of communication. This theory enables the organization to make the position of the brand in the marketplace. Moreover, it is also evaluated that consumer decision making procedure could be effective for increasing brand preference in the marketplace. It could also be imperative to determine the campaign success (Smith, et al., 2015).

Media Evaluation

An organization could consider certain methods to examine the content of organization like pre-testing and post-testing. In this, the organization could pre-test commercial campaign and material for increasing the demand of consumers. In this, the organization would also collect the depth information about the products and services by involving marketing search method. It would also lead to collect a huge number of consumers in the least time and cost. In addition, it is also examined that once the outcome of this evaluation will be accomplished in the favour of the organization means the organization is being a success in making the unique image in the marketplace. Subsequently, the organization would the post-testing research that facilitates the firm to make the reliable message and campaign concepts that could directly impact on the performance of Woolworths (Brown, 2016).

It is the final phase that demonstrates the evaluation of sales effects that would support to generate the campaign sale. The result of IMC integration evaluation will be related to the marketing campaign objectives. It would lead to improving the sale of the organization. After evaluation of IMC integration plan, it is necessary for the organization to summarize the campaign success. It would also influence the success of a business (Burkhalter, 2015).

Conclusion and recommendation 

From the above interpretation, it can be concluded that Woolworths will promote their campaign through different marketing channels. These channels can be digital marketing, YouTube, Twitter, Google, Search engine optimisation and Instagram. It is also summarised that SWOT assessment can be used to assess the strength, weakness, opportunities and threats. Furthermore, marketing audit helps to assess the implementation plan of company.  

As per the above conclusion, it can be recommended that Woolworths should use digital marketing channels as there are large number of users who highly active on this channel. This strategy could be beneficial for completing the objectives of company.

References

Ali, N. N., Shaban, O. S., & Al-Zubi, Z. 2017. The Effect of Implementing Integrated Marketing Communication Systems on Improving Marketing Function” A case study on OFFTEC Company”. International Research Journal of Applied Finance, 8(4), 186-194.

Andrews, J.C., andShimp, T.A., 2017. Advertising, promotion, and other aspects of integrated marketing communications. UK: Nelson Education.

Baker, M.J., 2014. Marketing strategy and management. UK: Macmillan International Higher Education.

Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. 2014. Advertising: An integrated marketing communication perspective. McGraw-Hill Education.

Bernardes de Queiroz, R. S., de Queiroz, M. J., Yanaze, M. H., &Mazieri, M. R. 2018.a conceptual model for marketing communication evaluation in the franchise of consumer goods. revistabrasileira de marketing, 17(2), pp. 264-277.

Blakeman, R. 2018. Integrated marketing communication: creative strategy from idea to implementation. Rowman& Littlefield.

Bolton, L. E., Bhattacharjee, A., & Reed, A. 2015.The perils of marketing weight-management remedies and the role of health literacy.Journal of Public Policy & Marketing, 34(1), pp. 50-62.

Bowie, D., Buttle, F., Brookes, M., andMariussen, A., 2016. Hospitality marketing. UK: Routledge.

Brown, S. 2016. Postmodern marketing: dead and buried or alive and kicking?.In The Marketing Book (pp. 43-58). UK: Routledge

Bruhn, M., &Schnebelen, S. 2017.Integrated marketing communication–from an instrumental to a customer-centric perspective. European Journal of Marketing, 51(3), pp. 464-489.

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