Integrated Marketing Communications Plan for Toscano Pizza Bruschettina of Woolworths

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:

INTEGRATED MARKETING COMMUNICATIONS PLAN1
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

INTEGRATED MARKETING COMMUNICATIONS PLAN2
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

INTEGRATED MARKETING COMMUNICATIONS PLAN3
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