Marketing Techniques and Strategies Used by Coles Supermarket to Expand into the Asian Market in Hong Kong

Running head: GLOBAL MARKETING
Name of Subject: Global Marketing
Name of the Student: Raju Goud Kesari
Student ID: 11655919

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Executive Summary
This report enlists and describes in detail the various marketing techniques and strategies used by Coles Supermarket to expand into the Asian
market in Hong Kong. The major elements of this paper include the price positioning and marketing mix used. It is based on prior reports based
on the already existing units of the firm in Australia. This firm also incorporates and implements the features of economic evaluation,
implementation and control and contingency plans. The entire time frame for the various activities and the distribution of responsibilities for
fulfilling of these activities and financial objectives are discussed in detail in the paper. The aim of the paper thus is to provide a detailed
framework and description of the entire process of marketing and reaching target market. It also introduces the planning to publish the annual
report of the firm.

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Table of Contents
Executive Summary 1
Introduction 5
Marketing Mix 5
Product Life Cycle 6
Branding 8
Packaging 8
Labelling 8
Quality 9
Product Mix/Depth and Width 9
Segments 9
Augmented Services 10
Pricing Strategy 10
Place 12
Channels 12
Preferred Intensity of Distribution 13
Place of Retailers 13
Communication Promotional Mix 13
IMC Mix 13
People 16
Training and Recruitment 16

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Occupational health and safety laws 16
Economic Evaluation 16
The buyer decision process for the new product 16
Total Market Calculation 17
Costs that could be incurred in the start-up 18
Implementation and Control 19
Communication Plan 22
Monitoring of Action Plan 23
Contingency Plans 27
References 29

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Introduction
The second assignment focuses on the various stages of market sections and the reasons behind Hong Kong being chosen as the market
where the firm is internationally expanding. The paper also enlists the market entry strategies chosen for the expansion as well the market
positioning of the firm. The target market hence is the market consisting of Hong Kong which was chosen after a lot of analysis regarding the
financial, social and the economic conditions affecting expansion of the firm in this region. The positioning of the firm in the target market can
be best explained as the firm trying to target housewives who use varied number of goods for cooking. The aim of the firm in this respect is to
monitor the prices of its goods in relation to the price levels in the economy so the majority of the target market being focussed on can be
captured within the least possible time. The other method being used to maintain the position of the firm is maintaining the variety of goods and
products manufactured and provided by the firm. Further, the firm is also planning to produce products especially for children so that the entire
cohort of consumers in the target market can be best served.
Marketing Mix
There are two different types of strategies in the context of marketing mix being followed by the firm to gain customer satisfaction and
trust in the long-run from the target market cohort consisting majorly of children and housewives. For the children, the product will be
chocolates and the price of the goods will range in between 10 to 50 dollars. The promotional strategy used will be comprised of advertisements.

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The other marketing mix used for the adults ranging in the age of 23 to 50 years, will comprise of the products and goods that will provide varied
taste and the best quality of taste to the consumers including grocery items and vegetables and fruits. The price of these items will range in
between 20 to 100 dollars. The method of promotion that will be used for marketing of these goods will include advertising and campaigns
(Huang&Sarigöllü, 2014). Both of these products will be marketed and sold in Hong Kong.
Product Life Cycle
The product life cycle of any product portrays the various stages that a particular product of a firm goes through and helps firms in
locating where the products currently (McAuliffe, 2015). This in turn helps firms to take steps and measures so that the products reach the
maturity stages. The four stages of product life cycle are introduction, growth, maturity and decline. Coles Supermarket is looking to expand in
Hong Kong and so in this respect, the products and goods under consideration (vegetables, fruits and groceries as well as chocolates) belong to
the first stage of product life cycle. This is portrayed in the following diagram showing the different stages of development of the product and
where the products of Coles Supermarket lie.

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Initial
stages
Coles
Super
market
produc
ts
Growt
h
stages
Maturit
y
stages
Declining
phase
G R
O
WT
H
Time period