Marketing Strategies - Coles Supermarket

This document explores the marketing strategies used by Coles Supermarket for their various products such as baby products, dairy, liquor, gluten-free, and cheese. It discusses the company's focus on people, stores, care, products, and financial returns. The document also highlights the use of different marketing techniques such as mass media, advertising, and promotion to market their products.

RUNNING HEAD: COLES SUPERMARKET 0
Marketing strategies- Coles Supermarket

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Table of Contents
Coles Company..........................................................................................................................1
1. Baby products..................................................................................................................1
2. Dairy - Coles Full Cream Milk.......................................................................................2
3. Liquor..............................................................................................................................3
4. Gluten-free- Kez's Kitchen Gluten Free..........................................................................4
5. Cheese- Coles Tasty Cheddar.........................................................................................5
Bibliography...............................................................................................................................7

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Coles Company
Coles Supermarkets Australia Pty Ltd., which is trading as Coles, is an Australian
supermarket, retail and customer’s services chain, which is headquartered in Melbourne,
linked to the Coles Group (Knox, 2015). Coles deal in a number of products. According to
my experience, and personal research I have taken five of their products which are as follows.
I have done personal research in the context of other marketing strategies used by the
company which is going to reflect in the below paragraphs.
1. Baby products
Coles has been constantly reforming and refining its marketing strategies, methods in terms
of providing the best knowledge to the customs. Its main marketing strategy comprises of
focusing on people, stores, care, products, and financial returns (Coles, 2019).
According to my experience and research, for the Baby products of Coles reflect that the
company uses various theories and strategies for the marketing of their baby products. Patents
provide and then use long-term agreements to the internet marketing organization have been
found to control a more impressive variety connected with effect on the specific Coles
Supermarket’s reasonably competitive welfares.
Marketing strategies which are used by the company is to market their products. Cole's
company market its product by using techniques of the marketing mix in very populated areas
as well as high traffic areas (MR915B, 2016).
The company used various promotion techniques such a mass media, for example,
newspapers, magazines, radio stations, etc. Advertising rate cards, which are helping the
Coles, companies for their development their advertising and promotion strategy for the
product.

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Coles had to very wide and exclusive distribution channels to promote their products such a
baby wipes. People views regarding this product are also very good. The company places big
banners of the offers, discount which is been provided by the company on a present basis.
Coles Little Explorer Thick Baby Wipes has been passed through various checking stages
just to enhance the quality and maintain the safety standards. The positioning of the company
is helping in getting the success of the company. It has been researched that, Coles had a co-
operative campaign wherein consumers were asked why they buy groceries at Coles and their
responses were noted which help the company for its future products and making the plans
according to the customers. Coles has loyalty, discount and promotion arrangements. Coles
has various strategies for the customer but a company should also focus over the renovation
of the stores to recover the atmosphere of the markets like the inclusion of some light music
warm staff associates for customer service and some related plans for a good on the store
shopping knowledge.
2. Dairy - Coles Full Cream Milk
As per my research, the dairy product of the company is very popular. There are numbers of
the brand in dairy products which are been selling by the company. One of them is Cole’s full
cream milk. Positive reviews have been giving by the customer’s relating to this product.
Coles has used a successful media campaign in the context of milk. For enhancing the growth
of their dairy products company has a relationship with Flybus system which helps them in
enhancing the trust and loyalty with their customers. It also builds a stronger relationship
with the customers which will overall be going to feel on their positive profits.
Flybus help the company in doing this by enabling the customers to collect the points for
every dollar they spend at Coles (Rajeck, 2015).

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The company concept of relationship marketing is very well enhancing the growth of the
company in the society. Company has various segmentation that is also helping the Coles.
One of the effective concepts used by the company is social media. Company effort on social
media has grown as the radar, as they are ingenious and highly engaging between its
communities across social systems. Coles keeps on posting about recipe ideas, but it has been
noticing that the highest appointment is on its engagement concerned with pots. One of the
engagement related posts could be noticed with a various several of calls to actions:
“Do like right now if you want to take this strawberries and cream cup”.
These types of posts are frequently intended to increase the reach of the brand products.
3. Liquor
The type of product which I have analysis is in Cole's supermarket is liquor. The company
offers various varieties of liquor to the public. It has been researched that the business aim is
to deliver the best superiority of liquor to the customers. The companies pricing strategies is
one which is enhancing the growth of the company. The company uses Down Down
marketing strategies.
The reason for their successful strategy is that they are ready to be a loss leader. They offer
competitive base pricing when the competition is around
It has also been researched that, their choice of channel is intensive distribution as the
company wants to saturate the market with their products.
They use the Down and down marketing strategy which was adopted by the company from
2010. It was designed with the aim of company performance.
Part of their plan is that prices for particular products stay down relatively than skill a short-
term price decline while a normal sale (Coles, 2019).

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E-commerce seems to be the best Cole’s supermarket industry, the organization has although
invested for the liquor business in the digital initiatives, which includes Liquorland and
Vintage Cellars stores, and its convenience business, which includes Coles Express.
One of the strongest strategies extended by the company is to click and gather facility in its
liquor organization, with all the brands contributing this service. This helps in introducing the
product to the worldwide customers which will overall be going to result in the increase in
the sale if the product.
This strategy helps the liquor and customers to pick the order within 30 days. By seeing the
positive result, the company is now rolling out click and collect to its more business varitites.
The company also conduct various campaigns, which helps the company in knowing the
reviews of the customer's.
4. Gluten-free- Kez's Kitchen Gluten Free
The fourth product which has been researched is Gluten Free. The Coles Company focus on
the selected group of people to enhance its growth and successful marketing strategies. The
target group for the company is the people of Australia who are satisfied with the products of
the organization.
The supermarket has shifted its plans and focuses on “putting out the fires”. The company
aim was to emphasis more on fair wealthier consumers and meeting the demands of tech-
savvy idealistic customers (Hatch, 2018). The company has launched there a mobile
application that helps the customers to place the order via online and receiving it is on time.
The service of the company is very up to mark. This result in an increase in the sale of
supermarket produces and increases the base of the customers.

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They also adopt various innovative techniques to attract the customer which help them in
increasing their sales. They had applied the strategy that customers who will be going to shop
in the Coles supermarket will be going to get up to 6x more points on all the Coles super and
shops when they took up a Cole’s insurance products and Coles credit card. Coles also
provide a discount and offers facilities on products during New Year eve and Christmas.
5. Cheese- Coles Tasty Cheddar
The last and final product which has been researched is the cheese. Various varieties of
cheese are available in the supermarket in the company. For cheese marketing, the company
follows public relation (spreading the words of Coles, sponsoring). It also takes take the help
of sales promotion such as (sample foods, promotion on product line).
Coles gives its products at very reasonable prices. It is researched that, the company uses
various innovative ideas by increasing the absorption and decreasing the price and deliver
value to the customers (Coles, 2019).
The company also use reinvigorating methods for logistics and merchandise. Company work
according to Australia trend, they cook many foodstuffs from scratch instead of using already
packaged foods. Coles also engaged in the retail Leaders program that was an excellent
approach for enhancing the growth of its products. The keys to marketing plans are people,
stores, products, and financial statements.
However, the supermarket does not emphasis much on advertisement activities. The company
should focus on refining, refining or enhancing the savings in the field of advertisements and
advertisings in order to make their idea reach to the consumers.

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Bibliography
Coles, 2019. Baby products. [Online]
Available at: https://www.coles.com.au/our-range/our-products/baby
[Accessed 2 June 2019].
Coles, 2019. Liquor. [Online]
Available at: https://www.coles.com.au/our-range/our-products/liquor
[Accessed 2 june 2019].
Coles, 2019. Our strategy, values and brands. [Online]
Available at: https://www.colescareers.com.au/about-us/our-brands
[Accessed 2 june 2019].
Hatch, P., 2018. Putting out fires': Coles' new plan to beat Woolies. [Online]
Available at: https://www.smh.com.au/business/companies/putting-out-fires-coles-new-plan-
to-beat-woolies-20180306-p4z33i.html
[Accessed 2 june 2019].
Knox, M., 2015. Supermarket monsters: The price of Coles and Woolworths' dominance.
Black Inc.., Volume 6.
MR915B, 2016. Coles the place to be!!!!. [Online]
Available at: https://mpk732t22016clusterb.wordpress.com/2016/09/19/coles-the-place-to-be/
[Accessed 2 June 2019].
Rajeck, J., 2015. How Australian supermarket Coles delivers engaging content on social.
[Online]
Available at: https://econsultancy.com/how-australian-supermarket-coles-delivers-engaging-

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content-on-social/
[Accessed 2 june 2019].