Consumer Behavior

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CONSUMER BEHAVIOR
6/20/2019
Student name

CONSUMER BEHAVIOR 1
Executive summary
Woolworths is one of the largest retail chain based in Australia. The company is providing
various ranges of health and beauty products like personal care ranges for men, women, and
baby personal care, dental care sun protection, hair care. Moreover, this included beauty
products, hygiene products for men and women, and skincare. Woolworths has been adopted and
implemented Product differentiation strategy for its products that is health and beauty products.
Price differentiation strategy / Mixed pricing strategy is the key pricing strategy of Woolworths
that is the company has offered premium prices for high quality products and lower prices for
specific products. Placing strategy of the company includes reaching to the customer through
various ways that include Online and Retail chain. The company has been involved in the
extensive promotion, which has been impacted by the customer perception
Strategic recommendations for Woolworths health and beauty products include the company
needs to focus over product innovation through product differentiation strategy. The opportunity
for the company to introduce the natural beauty range that would include specific skin and hair
care that would include organic and more natural ingredients to reduce the harmful effects of
chemical cosmetic products. . The recommended strategy for Woolworths includes the
integration of the two current strategies. This would include ordering by the customer through
online mode and collection of the ordered package through nearby stores. Another recommended
strategy includes an increase in service by the company.

CONSUMER BEHAVIOR 2
Contents
Executive summary.........................................................................................................................1
Woolworth’s products and services.................................................................................................3
Critical analysis...............................................................................................................................3
Woolworths current marketing strategy......................................................................................3
Product.....................................................................................................................................3
Price.........................................................................................................................................4
Place.........................................................................................................................................4
Promotion................................................................................................................................5
Woolworths marketing communication mix...............................................................................7
Alignment of consumer behavior factors and Woolworths marketing........................................8
Strategic recommendations..............................................................................................................8
Product innovation strategy.........................................................................................................8
Integrated placing strategy...........................................................................................................9
Increased service orientation.......................................................................................................9
References......................................................................................................................................11

CONSUMER BEHAVIOR 3
Woolworth’s products and services
Woolworths is one of the largest retail chain based in Australia. The company has been
providing a large number of product and services. Among these ranges, health and beauty
products are one of the product categories, which would be considered for the discussion further.
The company is providing various ranges of health and beauty products like personal care ranges
for men, women, and baby personal care, dental care sun protection, hair care. Moreover, this
included beauty products, hygiene products for men and women, and skincare. In addition, the
company has been providing some of the popular brand's health and beauty products like
L’Oreal. This would also include the range of sports and diet nutrition, vitamins, women hair
removal. The company has been providing a large variety of health and beauty products, which
include budget friendly and premium products and brands. Cosmetics are another major product
under health and beauty products category, which include Woolworth house products and
various brands like L’Oreal and Maybelline (woolworthsgroup, 2018).
Critical analysis
Woolworths current marketing strategy
Product
Woolworths has been adopted and implemented Product differentiation strategy for its products
that is health and beauty products. The company has been focused over various varieties of
products in each category that has been resulted in the ability of the company to target various
customer groups that is both the genders. Moreover, the availability of various product s under
one roof has improved customer convenience as they do not have to search for arioso products at