Integrated Marketing Communications for Organic Food Delivery App by Woolworths

This report discusses the Integrated Marketing Communication Mix plan for Woolworths' organic food delivery app. It includes product and audience analysis, communication objectives, IMC matrix, and measurement of effectiveness.

Integrated Marketing
Communications
Part 2
Managing Mass Communications

Table of Contents
Introduction......................................................................................................................................................3
Product and Audience analysis.........................................................................................................................3
Communication Objectives...............................................................................................................................3
Integrated Marketing Communication Matrix for Organic food delivery application by Woolworths.............4
Measurement of the effectiveness of IMC Plan...............................................................................................6
Conclusion........................................................................................................................................................6
References........................................................................................................................................................7

Introduction
Integrated Marketing Communications refers to the integration of the communication and
promotional tools to maximum the impact of communication of the promotional plan of the
company/brand or product/service (Mongkol, 2014). In this report an Integrated Marketing
Communication Mix plan will be designed in order to analyse the use of the mix of communication
tools which will be used to promote the product in the market.
Product and Audience analysis
The product is the organic food delivery app by Woolworth which will help in the fast delivery of
organic food in Australia. The product targets at the population of the age group 23-35 years and
employed residing in suburbs and urban Australia who have busy lifestyles and do not have time to
visit stores for organic food.
The audience targeted by the company for food delivery application is mostly the employed
population who is more active over mobile phones rather than going to the market and purchasing.
The audience which the company is trying to target is busy and have access to so many applications
that it is very important to create a position within the targeted market.
Communication Objectives
The communication objectives of Woolworths for Online organic food delivery application is to
penetrate the market rapidly. They also aim to aware the target audience about the service and
stimulate the sales by 25% by the end of 2019.
Factors affecting IMC Plan
There are few factors which affect the IMC Mix or the IMC plan. These factors include:
 Product Factors: It depends on the nature of product that which of the promotional mediums
can eb chosen. For e.g. for fast moving consumer goods, mass communication strategy can be
used (Batra and Keller, 2016).
 Marketing mix factors: The other marketing mix elements are also very important while
developing IMC Plan like product, place and place where the product is to be sold.
 Demand and supply factors: The product is in introductory stage and requires more promotion
which might include various promotional mediums to increase the demand of the product
(Naeem, Bilal and Naz, 2013).

 Customer factors: The geographical area or the consumer buying behaviour affects the IMC
plan decisions. For e.g. the buyers who are more influenced by each other to purchase anything,
should be contacted only through the personal selling tools and direct marketing (Öhman and
Sikblad, 2013).
 Budget factors: It also depends on the budget of the company that how much it can spend on
the promotions of the product or service. Woolworths have a budget of AUS$ 100000 for its
promotion of Food delivery application.
Integrated Marketing Communication Matrix for Organic
food delivery application by Woolworths
The time period for this IMC plan would be 12 months
Media Type Budget Time Period Description
Television advertising $36000 6 months The advertisement will be shown
during prime time when the
employed people are at home and are
enjoying watching televisions. It
would run on the entertainment
channels and news channels (Pawar,
2014).
Print magazines and
newspapers
$10000 Once in a
monthly health
magazine and
weekly in a
Sunday
newspaper
This would target people who are
free only at weekends and read
newspaper on the days when there is
no office or work.
Outdoor Advertising $18000 Round the year This would work at the public places
like tech parks, offices, bus or
railway stations or at malls.
Radio advertising $6000 2 advertisements
in a day, round
the year
This would work when an
advertisement will be played in the
shows in the morning and evening
when most of the population travel
for work and listen to radios.
Online advertising $22000 Advertisements This would include advertisements

round the year
on online
platforms
through emails, social media and pay
Per Click advertisements like on
Facebook ads or google AdWords.
The company is targeting young
population which is mainly active on
internet and that is why, online
advertising is the effective option for
the promotion of the application
(Alghamdi and Bach, 2014).
PR strategy $12000 Once in 2
months
The company will have to increase
its PR within the workplace
population. For this, it could arrange
media and corporate events which
would increase the visibility of the
company in the market.
Direct marketing $3000 Twice in a
month
Direct mails are sent to the
customers of Woolworths which
improves in increasing the customer
base for the new product. Also, any
added entry in the database of
customers is also covered.
Sales Promotion
Strategy
$10000 Round the year This includes different tactics to
increase sales of the Food delivery
application. The company distributes
online coupons for discount, runs
discounts, price coupons, free
delivery or other tactics to increase it
sales.
Packaging $5000 Round the year The company can use attractive
packaging which signifies the aim of
the organic food delivery application.
It can eb something in green colour
and with a symbol of purity,
freshness and fast delivery. It will
help people in recognizing the brand

with the packaging.
Measurement of the effectiveness of IMC Plan
The above discussed matrix of Integrated Marketing Communications should be measured for its
effectiveness which can be done by measuring the responses over the product. For e.g. direct mail
marketing is done by Woolworth and the responses on the same by the customers shows how much
successful the strategy have been. Also, the revenues of the company can be measured on weekly
basis to analyse whether there is any change or not. A general market research can eb conducted to
know about the views of the customers about the organic food delivery application by Woolworths.
With the help pf Facebook Metrics, the company can find out the effectiveness of Facebook ads
(Valos, et. al., 2016). The main aim of this IMC campaign is to connect with the customers, and this
can be done by adopting various tools instead of investing it into a single tool (Melewar, et. l.,
2017).
Conclusion
It can eb concluded that IMC matrix of Organic online food delivery application of Woolworths
requires a combination of various promotional tools in order to reach maximum customers and gain
their trust and loyalty.

References
Alghamdi, S. and Bach, C., 2014. Technological Factors to Improve Performance of Marketing
Strategy. In Zone I Conference, April (pp. 3-5).
Batra, R. and Keller, K.L., 2016. Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), pp.122-145.
Melewar, T.C., Foroudi, P., Gupta, S., Kitchen, P.J. and Foroudi, M.M., 2017. Integrating identity,
strategy and communications for trust, loyalty and commitment. European Journal of
Marketing, 51(3), pp.572-604.
Mongkol, K., 2014. Integrated marketing communication to increase brand equity: The case of a
Thai beverage company. International Journal of Trade, Economics and Finance, 5(5), p.445.
Naeem, B., Bilal, M. and Naz, U., 2013. Integrated marketing communication: a review
paper. Interdisciplinary journal of contemporary research in business, 5(5), pp.124-133.
Öhman, F. and Sikblad, S., 2013. Integrated Marketing Communications: Management of Messages
to External Stakeholders.
Pawar, A.V., 2014. Study of the effectiveness of online Marketing on integrated Marketing
Communication. School of Management, DY Patil University, Navi Mumbai.
Valos, M.J., Haji Habibi, F., Casidy, R., Driesener, C.B. and Maplestone, V.L., 2016. Exploring the
integration of social media within integrated marketing communication frameworks: Perspectives of
services marketers. Marketing Intelligence & Planning, 34(1), pp.19-40.