IMC Plan Report Woolworths

Running Head: IMC PLAN
IMC plan

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Executive summary
The main purpose of this report is to create IMC plan for Woolworths in the Australian market.
This report evaluates that Woolworths emphasizes on premium quality with low price products
and services. From the findings, it can be evaluated that campaign of the company is mainly
focuses on young people and health-conscious lifestyle people. This report also illustrated that
time period for this campaign is 6 months which enable the business to meet the objectives of the
campaign. It also finds out that total budget for attaining this campaign is €500000 and estimated
ROI is €500000 within 6 weeks. It also evaluated that there are different digital media mix
channel is used by the company to endorse the campaign named YouTube, Facebook, Google
Adwords, SEM, SEO, and Twitter. In the last, it evaluates the media and communication content
that will be used for this campaign.

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Table of Contents
Executive summary.......................................................................................................... 2
Introduction.................................................................................................................... 4
Company background....................................................................................................... 4
Product Review/Buyer Analysis........................................................................................... 5
Promotional Program Situation Analysis................................................................................ 5
Communication aim and objectives...................................................................................... 7
Segmentation.................................................................................................................. 7
Targeting....................................................................................................................... 9
Creative idea................................................................................................................ 10
Positioning strategy........................................................................................................ 11
Communications strategy& Media mix................................................................................12
IMC Mix.................................................................................................................. 12
Specific Media Objectives/Mix...................................................................................... 12
Digital Marketing Media Mix Strategy............................................................................. 13
Measuring IMC Program Effectiveness................................................................................15
Evaluation Program..................................................................................................... 15
Media Evaluation........................................................................................................ 15
Message content......................................................................................................... 16
Sales Evaluation......................................................................................................... 16
Budget........................................................................................................................ 17
Timeline...................................................................................................................... 17
Conclusion................................................................................................................... 19
References................................................................................................................... 20

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Introduction
This report presents the background of the company. Further, it evaluates the buyer and product
analysis. This report also defines the content idea for a campaign. It also defines the STP
strategies for attaining the objectives of the campaign. It also evaluates the media mix strategies
for this campaign. It also discusses the evaluation program of using media mix strategy. In the
last, it demonstrates the budget and timeline of using digital marketing media strategy for this
campaign.
Company background
Woolworth is a leading supermarket in the retail industry of Australia. It operated in
approximately 995 areas across Australia as well as employed approximately 115,000 employees
in their retail stores and distribution channel. It aids the employees to provide premium,
extensive range, ease facilities and added value to its customers. It acquires around 96% of all
clean fruits and vegetables as well as 100% of fresh and frozen meat from Australian growers
with farmers.
It makes feel hygienic to people who exist in the Australian nation by delivering organic
products (Woolworths, 2017). Moreover, Woolworths identifies the Australian consumer who
wants to use innovative and comprehensive technology to shop. Consequently, it has created its
distinct image as innovation retailer in the Australia. Moreover, Woolworths provides facilities
to their customers to buy the product through ease process. For instance, customers can use a
computer at their home and on the train to shop via using the app of Woolworths. Moreover,
groceries may be delivered at the bench of the kitchen which has a positive image in the
customer’s mind (Woolworths, 2017).

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Product Review/Buyer Analysis
As per the assessment of Woolworth’s buyer, it is analyzed that buyers are more exciting and
strong as compared to sellers of the corporation. The key purpose of buyer’s analysis is to
determine the opinion and beliefs of customers with respect to particular goods and services as it
is beneficial for the company to improve their profitability. In addition, Woolworths retain the
customers via loyalty and club cards as it would be beneficial to improve the company’s
productivity. It also focuses on certain approaches like a premium product with affordable price,
and customer-oriented approach. At the same time, safe and ease services is promoted by the
company via using best promotion because it enables the company to retain the available
consumers and persuades the potential customers (Andrews, and Shimp, 2017).
In Australia, a major change has been identified such as a large number of customer wishes to
shop through supermarket due to the availability of all food and non-food items. In the current
business scenario, customers are more educated about fair trade practices as compared to the
seller. Hence, the company should take into consideration about the effective added value and
marketing strategies to influence potential and existing customers towards their products and
services (Ang, 2014).
Promotional Program Situation Analysis
Review of Existing/Past Programs
Woolworth’s supermarket focuses on how to retain available customers and build an effective
with an ongoing link with them. It has executed certain principle and approaches for promoting
their products like sales and distribution principle, cost-effective approach, as well as marketing
with publicity approach (Argenti, 2015). In this way, the cost-effective approach has involved
certain factors such as the final cost of finished goods is used to encourage the customers

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towards the company. Another factor that was considered by the Woolworths is marketing
expenditure, concession in amount, a concession to shop in a specified period, psychological
expenditures and costs associated with a set of product (Armstrong, et. al., 2014).
Besides this, Woolworth’s supermarket is focused on creating a favorable link with existing and
other customers by using eye-catching sales and distribution strategy. At the same time, the
company can use marketing as well as publicity approaches by considering different attractive
elements like e-mail confirmation, loyalty cards, and personal selling. It would be beneficial for
gaining the productivity because the company maintains a long-term relationship with their
customers via using different strategy (Armstrong, et. al., 2015).
Competitive review
Woolworths has different competitors in the Australian retail industry named Wesfarmers, Coles,
Aldi, and IGA. In addition, the growth in market share of company demonstrates the actual
condition of the business. The grocery market share of Woolworths is $32.2 billion in 2016 that
is higher than the other market players but it is almost equal to the Coles supermarket. As a
result, it can be stated that company has built their positive image in the Australian retail market
(Ashley and Tuten, 2015).