Integrated Marketing Communications Plan for Toscano Pizza Bruschettina of Woolworths

This paper suggests an integrated marketing communications plan for Toscano Pizza Bruschettina offered by Woolworths Group. It includes background information, current marketing activities, market segmentation, communication objectives, core creative concept, media plan, and evaluation of the effectiveness of the IMC Plan.

Running head: INTEGRATED MARKETING COMMUNICATIONS PLAN
INTEGRATED MARKETING COMMUNICATIONS PLAN FOR “TOSCANO PIZZA
BRUSCHETTINA” OF WOOLWORTHS
Name of the Student:
Name of the University:
Author’s Note:

1INTEGRATED MARKETING COMMUNICATIONS PLAN
Table of Contents
1.0 Introduction................................................................................................................................2
2.0 Background Information............................................................................................................2
3.0 Overview of the current marketing activities............................................................................3
4.0 Current market segmentation.....................................................................................................4
5.0 Communication Objectives.......................................................................................................5
6.0 Core creative concept that can be adapted for different media..................................................5
7.0 Media Plan.................................................................................................................................6
8.0 Evaluation of the effectiveness of the IMC Plan.......................................................................7
9.0 Conclusion.................................................................................................................................9
10.0 References..............................................................................................................................10

2INTEGRATED MARKETING COMMUNICATIONS PLAN
1.0 Introduction
As stated by Kitchen (2017), the business corporations are required to adequately
promote or advertise the products or services offered by them and for the achievement of this
particular end the business corporations take the help of adequate marketing strategies. Fill and
Turnbull (2016) are of the viewpoint that the business corporations are required to ensure the fact
that the different forms of communications that they undertake with their stakeholders or
customers are interlinked or connected with each and they do not offer diverging information to
the customers. More importantly, the adequate usage of this process enables the business
corporations to substantially enhance the visibility of the products or services offered by them
and thereby increases the sales volume of the same (Turner 2017). This is important since if the
customers do not have adequate information regarding the products or services offered by the
business corporations then it is likely that they would not purchase the same. This purpose of this
paper is to suggest an integrated marketing communications plan for “Toscano Pizza
Bruschettina” offered by Woolworths Group.
2.0 Background Information
Woolworths Group, founded in 1924 and headquartered in Bella Vista, New South
Wales, Australia, is the 2nd largest retail corporation of the nation of Australia and holds than
80% of the retail industry market share in the nation of Australia along with Coles, its primary
rival (Woolworths.com.au 2019). The concerned corporation offers different kinds of groceries,
furniture, books, liquor, petroleum and other similar products to the customers. More
importantly, the corporation has more than 995 stores in the nation of Australia and New Zealand
and is presently trying to expand its business in the other host nations of the world as well
(Woolworths.com.au 2019). In addition to these, Woolworths had been able to attain a unique

3INTEGRATED MARKETING COMMUNICATIONS PLAN
position within the retail industry of Australia by way of the low-cost high-quality products or
services offered by it.
Key and Czaplewski (2017) are of the viewpoint that the customers in the present times
have shown a higher propensity towards the consumption of the organic food products because
of the large number of health issues faced by them. Woolworths is trying to capitalize on this
particular customer trend by way of introducing different kinds of organic food products within
the product portfolio which is being offered by it. An important example of this is the “Toscano
Pizza Bruschettina” bread offered by it. For instance, it is seen that this bread is completely
organic in nature and manufactured taking into account the taste as well as the health
requirements of the customers. Furthermore, taking into account the budget constraints of the
customers, the corporation charges nominal among of money for the concerned bread, that is,
only $2.13 / 100G (Woolworths.com.au 2019). These in turn are some of the major reasons for
the extensive popularity as well as the large sales volume of the concerned bread offered by
Woolworths.
3.0 Overview of the current marketing activities
Woolworths Group presently for the effective marketing of the different products or
services offered by it is taking the help of both traditional marketing methods and also digital
marketing methods as well (Woolworths.com.au 2019). For instance, taking the help of the
traditional marketing practices the business corporation under discussion here had been able to
enhance the visibility of the concerned product among the customers by advertising regarding
the same over television, radio, newspapers and others. In addition to these, it is also seen that
the ‘word of mouth’ style is also being used by the concerned corporation for verbally
advertising the different services or products offered by it to the customers who visit the stores of

4INTEGRATED MARKETING COMMUNICATIONS PLAN
the corporation. Furthermore, the different tools of digital media are also being used by the
concerned retail corporation for promoting the different types of products or services offered by
it. For example, creative advertisements regarding the same are being frequently placed by the
concerned corporation over the diverse social media platforms. More importantly, the process of
search engine optimization (SEO) is also being used by Woolworths for the promotion of the
different kinds of products or services offered by it. These in short are some of the most
important marketing practices which are being used by Woolworths for the promotion of the
different products or services offered by it to the customers.
4.0 Current market segmentation
Woolworths for the sale of the “Toscano Pizza Bruschettina” organic bread is mainly
focusing on the individuals related to the age bracket of 24-56 years of age and from the middle
class family background. This can be explained on the basis of the fact that the individuals
related to this particular demographics are the ones who have shown the maximum amount of
propensity towards the consumption of organic food products in the present times (Kerin and
Hartley 2015). More importantly, the individuals related to this segment of the population who
are highly conscious regarding their health and generally like to lead a healthy lifestyle. In
addition to these, it had been seen that the people related to this particular segment of the
population face numerous health issues like diabetes, obesity and others. Furthermore, the people
belonging to this segment also frequently use different kinds of social or digital media and easily
get influenced by the promotional advertisements placed by the business corporations over the
same (Ots and Nyilasy 2015). Woolworths had selected this particular segment of the Australian
population taking these aspects or traits of the concerned segment into account.

5INTEGRATED MARKETING COMMUNICATIONS PLAN
5.0 Communication Objectives
The three most important communication objectives of the integrated marketing
communications plan that Woolworths needs to use for its “Toscano Pizza Bruschettina” organic
bread are listed below-
 To increaser the awareness of the customers regarding the organic bread offered by it and
its value proposition
 To increase the visibility of the “Toscano Pizza Bruschettina” organic bread offered by
Woolworths among its customers
 To collect relevant feedback from the customers regarding the “Toscano Pizza
Bruschettina” organic bread regarding its quality and also the manner in which the same
can be improved
6.0 Core creative concept that can be adapted for different media

6INTEGRATED MARKETING COMMUNICATIONS PLAN
7.0 Media Plan
The media plan that Woolworths can follow for the “Toscano Pizza Bruschettina”
organic bread offered by it is listed below-
Marketing
Strategy
Marketing
Measures
Responsible
Person
Key
Resources
Time Period Budget
Traditional
Marketing
Strategies
Word of
mouth
promotion,
promotion
over
television,
radio,
newspapers,
magazines
and others
Media
Manager,
Marketing
Manager and
others
Human
Resources,
print media,
television,
bill boards,
radio and
others
6 Months $50,000
Digital
Marketing
Strategies
Search
Engine
Optimization
(SEO),
content
marketing,
social media
marketing, e-
Media
Manager,
Content
Manager,
Marketing
Manager and
others
Social media
platforms,
human
resources and
others
12 Months $30,000

7INTEGRATED MARKETING COMMUNICATIONS PLAN
newsletters
and others
Woolworths in the initial phases will focus more on the traditional marketing strategies
like word of mouth promotion, advertisement over newspapers, television, bill boards and others
and less on the different digital marketing strategies. This is the reason why the retail corporation
under discussion here had allocated more budget to the traditional marketing strategies.
However, as the target market or for that matter the customer base of the concerned corporation
increasers the focus of the corporation would shift towards the usage of the digital marketing
strategies. For instance, by focusing more on the digital marketing strategies the retail
corporation under discussion here would be able to not only enhance its product visibility or for
that matter spread adequate amount of information to its customers but would also get the
opportunity to substantially enhance its target market or customer base as well. More
importantly, since the business corporation under discussion here had decided to focus on the
customers who frequently use the diverse platforms of social media thus it is likely that the
adequate usage of different digital marketing strategies will enable the concerned corporation to
effectively attain the communication objectives that had been formulated for it.
8.0 Evaluation of the effectiveness of the IMC Plan
Bruhn and Schnebelen (2017) are of the viewpoint that the mere formulation of the
integrated marketing communication plans is not adequate rather the business corporations also
needs to take the help of different kinds of monitoring or for that matter evaluation methods for
the evaluation of the success attained by them through the usage of the same. In the particular
context of Woolworths and the “Toscano Pizza Bruschettina” organic bread it needs to be said

8INTEGRATED MARKETING COMMUNICATIONS PLAN
that the concerned corporation needs to take the help of different milestones which in turn would
help them to monitor the effectiveness or for that matter the success attained by them through the
usage of the IMC plan. The three milestones that Woolworths need to take the help of for
measuring the achievement of the three communication objectives formulated in the earlier
section of the paper are ;listed below-
 The customer base on which Woolworths focuses on for the sale of the Toscano Pizza
Bruschettina” organic bread offered by it have adequate awareness regarding the bread
and also the benefits offered by it
 There is adequate visibility of the “Toscano Pizza Bruschettina” organic bread offered
by Woolworths in the market and also in the different stores of the concerned retail
corporation as well
 Woolworths is being able collect the required amount of feedback from the customers
regarding the improvement of the quality of the “Toscano Pizza Bruschettina” organic
bread offered by it
The diverse platforms of digital media are going to play a pivotal role to help Woolworths
not only attain the communication objectives formulated by it but also for the purpose of
measuring the effectiveness of the same as well. For instance, as mentioned earlier in the latter
part Woolworths would mainly rely on the different social media or for that matter digital media
platforms for the purpose of effectively promoting the “Toscano Pizza Bruschettina” organic
bread offered by it. Furthermore, it is through the usage of the diverse social or digital media
platforms itself that Woolworths would not only be able to spread awareness regarding the
concerned organic bread to the customers but would also be able to enhance the visibility of the
concerned bread among the customers as well. Lastly, the required feedback related to the

9INTEGRATED MARKETING COMMUNICATIONS PLAN
improvement of the quality as well as the nature of the “Toscano Pizza Bruschettina” organic
bread would be collected by Woolworths from the different social or digital media platforms
itself. Thus, it can be said that the adequate usage of the disruptive technologies of internet and
social media are pivotal from the perspective of Woolworths and its “Toscano Pizza
Bruschettina” organic bread.
The success of the proposed IMC plan can be effectively gauged through the usage of three
primary indicators, namely, adequate awareness among the customers regarding the “Toscano
Pizza Bruschettina” organic bread, adequate visibility of the concerned bread among the
customers and the collection of the requirement feedback from the customers for the
improvement of the quality of the organic bread under discussion here. More importantly, the
IMC plan under discussion had been created or for that matter formulated taking these three
aspects into effective consideration.
9.0 Conclusion
To conclude, the usage of adequate integrated marketing communications plan had
become important for the modern business corporations. This helps the business corporations to
cascade the required product or service related information to the customers which in turn helps
in the enhancement of the concerned product or service sales volume. More importantly, the
business corporations also need to take the help of adequate communication objectives for the
achievement of which they need to create the integrated marking communication plan.
Furthermore, the usage of the marketing practices should also be in alignment with the
communication objectives that they have formulated and they are also required to take the help
of adequate monitoring methods for the measurement of the effectiveness or the success of the
same. These aspects of the process of integrated marketing communications become apparent

10INTEGRATED MARKETING COMMUNICATIONS PLAN
from the above discussion of the same in the particular context of the “Toscano Pizza
Bruschettina” organic bread offered by Woolworths.
10.0 References
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