Coles Supermarkets Market Analysis

This assignment analyzes Coles Supermarkets' performance within the Australian grocery market. It evaluates Coles' market segmentation, promotional strategies, product offerings, and overall business model. The analysis compares Coles to major competitors such as Woolworths and Aldi, highlighting their strengths and weaknesses. Key aspects covered include Coles' brand image, customer loyalty programs, pricing strategies, and impact of recent campaigns.

Running head: MARKETING AND ENTREPRENEURSHIP
Marketing and Entrepreneurship
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MARKETING AND ENTREPRENEURSHIP
Activity 1
NGO’s Marketing Concept
Red Cross is an Australia based Ngo who has taken up marketing as their tool to raise
money for their social work. Their devoted themselves in working for the most vulnerable people
and the communities around Australia and in an international level. The firm follows marketing
concept that enhance the CSR. There shop is divided broadly into a two categories which are
online shops and Red Cross. Only some handpicked products are made available in the Online
Shop that IS fitted in every occasion. Whenever someone purchases any product from the Red
Cross, the profit goes to the fund that is utilized in ensuring comfort for the needy
(Shop.redcross.org.au 2017).
(Source: Redcross.org.au 2017)

MARKETING AND ENTREPRENEURSHIP
On the other hand, the volunteers in the Red Cross Shops sell the donated cloths, home
wears, accessories. The money made out of it goes to the Red Cross fund for humanitarian
activities. This fund is channelized properly and helps the team to provide emergency services
during disaster, conduct supporting program for the aboriginal and Torres Strait Islander
Communities, Clean water for communities throughout Australia, provide healthy breakfast to
more than thousands of homeless Australian kids every day, keep regular check on the elder
persons’ health condition and regulate campaign both with and outside the boundaries of
Australia (Redcross.org.au 2017).
Relationship with customers by Billabong
Billabong is an e-commerce that specifically targets the youth of the society. The
company sells garments for both men and women. The company Billabong promotes various
information on different sports like, surfing skiing and skating. Their website is comprised of
their products and these promotional videos of these sports and the models. Though the models
wear the company cloths in the videos and this is also a way of promoting their products, they
consistently fail in highlighting their products and often focus on the sports. However, there are
little available on their products which restricts the company to build relationship with their
customer. They utilize social networking to its maximum possibilities but the above mentioned
areas that needs to be modified. For this, there is little information available of the products that
are verified by the public. It makes the customers doubt the products and get a second thought
before purchasing as they obviously cannot trust the quality of the products. The need to focus
on using these networks on providing product details to their customers (Au.billabong.com.
2017). It should also be utilized in getting customer feedbacks about their products. The
experience of the customers also needs promotion that will self promote the products of the

MARKETING AND ENTREPRENEURSHIP
company. They should make the sell attractive by rewarding the prime customer, giving
discount, gift cards and other innovative ideas. On to it, they can also ask the customers using
their products some photographs and broadcast the images on their website that can potentially
increase the customers’ value. Moreover, the company should start a 24*7 customer support
helpline to attain their customers.

MARKETING AND ENTREPRENEURSHIP
Activity 4:
Comparison of market segmentation: Woolworths, Aldi and Coles Supermarkets
The organizational marketing strategies largely depended on its marketing segmentation.
The author has chosen Woolworths, Aldi and Coles Supermarkets in order to determine their
comparative market segmentation.
Aldi
This successful retailer company mainly focuses on the lower income groups from suburban or
rural area. They also offer nature friendly low price products to its customers (Aldi.com.au
2017). The company does not give much importance to brand awareness as they believe the
customers prefer quality and cheaper price over brands. Such apps like Smartshopping.com.au
offers simple product list for their customers. The company’s main vision is to provide the
customer guaranteed low price and top quality products. They build close relationship withal the
customer segments in order to identify their problems to apply best strategies. However the
company does not invest much on its promotional activities and saves cost in marketing as well.
Woolworths
Woolworths is the most famous supermarket chain in Australia that aims every consumer groups
by their diverse range of products in multiple geographical locations. The company is significant
contributor the country’s economy by their huge revenue. The company gives equal importance
to freshness as well as the quality of the products (Woolworths.com.au. 2017). Their online app
is quite popular as they invest huge money for promoting their brand and services. The customer
satisfaction really high for th 2015)e company as it provides cost effective products with rewards

MARKETING AND ENTREPRENEURSHIP
or gifts. The company invests millions and hundreds number of new employees at regular
intervals to ensure quality service and customer efficiency. The company is aware of the
competitive presence of its competitors in the Australian market. They claim that their new value
and pricing strategy will surpass the effect of Aldi and Coles’s impact on their sales
(Ausfoodnews.com.au. the company also takes special care about their revenue as they will
rebalance their expenditure between new stores and old store refurbishments.
Coles Supermarkets
Wesfarmers owned Retailer Company also aims all segments of customers. The company applies
business strategies as acquisition of other brands that helps it to become more acceptable. They
own mayer Stores, Fosseys, Katies, Grace Broters, K-mart and Target. Even if other fail to
contribute significantly, company like Target or Kmart adds a sustainable profit in their business.
The company also offers regular discounts on public holidays which help it to sustain a loyal
customer base (Coles.com.au. 2017). The company has been investing more on their promotional
advertisements that shows their stress on effective marketing. Their ‘Down Down’ campaign
was a huge success (Moran 2017). Their specially designed products for the cancer survivors are
also significant for establishing their reputation in the market. However the company does not
focus much on quality product or health benefits which causes a negative impact on their overall
business. The company is also struggling with meeting their profit margin.
The assessment of their overall market segmentation, the following ranking can be considered:
Rank of the Organization Name of the organization.
1st Woolworths
2nd Coles Supermarkets

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3rd Aldi

MARKETING AND ENTREPRENEURSHIP
References
Aldi.com.au. (2017). ALDI Australia - ALDI Australia. [online] Available at:
https://www.aldi.com.au/ [Accessed 29 Aug. 2017].
Au.billabong.com. (2017). Billabong. [online] Available at: https://au.billabong.com/ [Accessed
29 Aug. 2017].
Ausfoodnews.com.au. (2015). Woolworths announces new strategies to win over grocery
shoppers, AFN reveals full detail | Australian Food News. [online] Available at:
http://www.ausfoodnews.com.au/2015/05/06/woolworths-announces-new-strategies-to-win-
over-grocery-shoppers-afn-reveals-full-detail.html [Accessed 30 Aug. 2017].
Coles.com.au. (2017). [online] Available at: https://www.coles.com.au/ [Accessed 28 Aug.
2017].
Moran, J. (2017). Casey is up, up in new Coles ad. [online] Dailytelegraph.com.au. Available at:
http://www.dailytelegraph.com.au/entertainment/sydney-confidential/casey-donovan-is-up-up-
up-in-new-coles-commercial/news-story/06fc5f6a9015aef70d03833a491214ef [Accessed 30
Aug. 2017].
Redcross.org.au. (2017). Red Cross Stores. [online] Available at:
http://www.redcross.org.au/stores.aspx [Accessed 30 Aug. 2017].
Shop.redcross.org.au. (2017). Online store. [online] Available at:
https://shop.redcross.org.au/about-the-catalogue.html [Accessed 29 Aug. 2017].
Woolworths.com.au. (2017). [online] Available at: https://www.woolworths.com.au/ [Accessed
28 Aug. 2017].