Marketing Strategy of Coles

Running Head: COLES 0
MARKETING MIX

COLES 1
Table of Contents
Introduction................................................................................................................................2
Coles Marketing Strategy...........................................................................................................2
Coles Segmentation....................................................................................................................4
Marketing Concept.....................................................................................................................5
Conclusion..................................................................................................................................6
References..................................................................................................................................7

COLES 2
Introduction
One of the giant Australian supermarket and retail chain i.e. Coles was established in
1914. At present, the organisation set up its presence in more than 807 locations. The number
of employees employed in the company is around 112,298 and Coles earned A$ 39.28 billion
in the year 2018 (wesfarmers.com.au, 2018). The biggest competitor of Cole’s supermarket is
Woolworths, however, with their strength and capabilities including cost saving products and
services, the company standouts to second largest player in the Australia grocery sector
(Keith, 2012). Majorly, Coles marketing strategy is comprised of fresh quality food, superior
consumer experience, smart stores and offering greater value. The company have various
opportunities in the future considering private label products, growth in national liquor
market and skilled HR resources. In addition, Coles stores complemented up with the food
necessities of Australia based on their store of cooking and the culture.
Coles Marketing Strategy
In relation with the marketing strategy, Coles is being increasingly focused on
offering fresh food to the customers with its enhanced supply chain system. The company
believe in enhancing their relationship with the key suppliers to simplify the supply chain
management system and thus provide superior services to the consumers at lower prices. The
company also drives to look for various relevant channels to reach to the consumers with the
help of mobile applications and click and collect sites. The main objective of the organisation
is to provide the Australian people a unique shop experience that they belief for its brought
value, service and superiority (Dwivedi et al, 2012). In addition to this, there is surplus of
initiatives being taken up by Coles to come across the requirement of the current consumers.
Considering its products, Coles liquor offers hundreds of liquor brands. The company also
has an extended variety of native as well as imported brands. Coles also offers financial
services including insurance of car, home, life and credit cards. It has more than 1 million
customers (Wilkins, 2016). The company also undertake various hotels under the brand name
Spirit hotels.