Marketing Concepts and Strategies of Coles

Coles

Coles
Assessment: 3 Reflections on concept application
In the present era, marketing is one of the important factors that are considered by
majority of the company. In my opinion, the main role of the marketer is to boost the overall
sales of the company so that it could be easy to attain the set goals in the competitive market. If
marketing is not considered by the companies then it would impact the overall operations of the
business and also adversely affect the profits in the business environment. I have selected Coles
for this paper and the marketing concepts will be elaborated in reference to Nestle Top and fill
caramel which is one of the branded products sold in the Coles store.
There are various marketing concepts but one of the popular marketing concepts relates
with the different components of the strategic marketing. It is analyzed that there are different
forces that affect the overall operations of the business. Pestle analysis is one of the marketing
concepts that are considered by the companies. I have found that Coles also considers the Pestle
analysis as the marketing concept so that it would be easy to have in-depth analysis in relation to
the overall activities of the company. In relation to political factor and legal factor, the company
has to consider the food standards code. Coles has considered this approach which means that
company is providing the packaged foods that have the nutritional information such as the
quantities concerned with protein, fats and also saturated fat. Socio cultural factor is concerned
with the demand of the customers and also it affects the overall sales of the company’s products
(Keith, 2012). I have observed that according to the need of the customers, Coles sold the Nestle
Top and fill caramel as it is more preferred by the customers. Due to more demand of the
particular products, Coles tries to satisfy the customers by providing the products on time to the
customers. The goal of the company is to maintain trust and also to deliver quality, service and
value to the customers. In context to economic factor, the purchasing behaviors of the customers
have been changed and it has led to the rise in the living costs where the customers prefer to
purchase the low cost products (Crane, Palazzo, Spence &Matten, 2014).
I have observed in relation to other competitors in the market that Coles is offering the
Nestle Top and fill caramel at low price as compared to the other competitors. Technological
factor is also considered in which Coles focused on using the techniques through which
customers can do their billing easily. When I visited the outlet, I saw that customers are satisfied
with the technique of billing that has boosted the customer service. Digitalization is also one of
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Coles
the effective marketing strategies that are considered by the Coles. The use of social media sites
and websites has been considered by the company through which the demand for the products
and services has been boosted. By considering the digitalization strategy, Coles recognizes the
expectation level of the customers that changes rapidly and also the variety of options are
provided to the company such as Coles online and Cole’s mobile application (Kotler &
Armstrong, 2015). These strategies have helped the customers to purchase the products and also
in my opinion it is one of the best strategies that assist in boosting the entire sales of products
and services among the different competitors that are present in the market.
It is analyzed that marketing mix is one of the popular marketing concept that is used by
the Coles. I have observed that there are varieties of products which are offered by the company
and company has showcased those products in a proper manner. In relation to the price factor, I
have seen that company provide products and services at low price from the competitors as it
will help in boosting the demand in the competitive market. The concept of promotion is also
considered by the company (Kotler, Burton, Deans, Brown & Armstrong, 2015). I have also
gone to purchase the Nestle Top and fill caramel by seeing the advertisement on the banners.
This is one of the effective strategies that have been considered by the company and it has helped
me to be aware about the products.
The employees or the staff of the company is supportive in giving good services to the
customers. Physical evidence is also one of the factor in which the company showcased the
products in a proper sequence and due to this the customers are attracted towards the company
(Olstad et al., 2017). In relation to the place, it has been observed that Coles have proper channel
of distribution through which the products are available easily. By focusing on the processes
factor, the timing of the services is also proper and due to this the sales has been enhanced. When
I investigated about Coles, I get to know that there are various partners with Coles such as
Ocado.
SWOT analysis is also one of the marketing concepts that help to find out the overall
capability of the company. The strength of Coles is related with the brand image in the market. I
have analyzed that the customers are satisfied with the services of the company due to the quality
products and delivery and pickup services offered. But on the other hand, the weakness of the
company is concerned with the low margins of profits as compared to the competitors present in
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