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Integrated Marketing Communications of Woolworths Limited

   

Added on  2021-04-21

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Running head: INTEGRATED MARKETING COMMUNICATIONS Integrated Marketing CommunicationsName of the Student:Name of the University:Author Note:
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1INTEGRATED MARKETING COMMUNICATIONSExecutive Summary:The report aims at discussing integrated marketing communications of an Australian basedcompany. The company chosen for this report is Woolworths Limited. The report begins with anoverview of the company in brief. There is also an explanation of the promotional mix alongwith a brief elaboration of the various promotional mixes like advertising, sales promotion,public relation and personal selling. The report also focuses on a particular promotion mix whichin this case is personal selling. There is discussion on the various strategies adopted by theretailer for enhancing the personal sell.
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2INTEGRATED MARKETING COMMUNICATIONSTable of ContentsIntroduction:....................................................................................................................................3Brief Overview of the Company:....................................................................................................3Promotional Mix:.............................................................................................................................3Advertising:..................................................................................................................................4Sales Promotion:..........................................................................................................................4Public Relation:............................................................................................................................4Personal Selling:..........................................................................................................................5Focusing on one of the Promotional Mix: Personal Selling............................................................5Conclusion:......................................................................................................................................8References:......................................................................................................................................8
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3INTEGRATED MARKETING COMMUNICATIONSIntroduction: The report gives an overview of integrated marketing communications for a company inAustralia. The company chosen here is Woolworths Limited (Woolworths.com.au/Shop/Discover/about-us 2018). Woolworths Group represents a major Australian company withextensive interest in the retail. This is the second largest retailer in Australia in terms of revenue.The report commences with a brief overview of the company. There is also a discussion on thepromotional mix with an insight on advertising, sales promotion, public relation and personalselling. The report also discusses the strategies adopted by the company to enhance its personalselling that will give it an edge over its competitors. Brief Overview of the Company:Woolworths Limited Companies represents a compilation of the chains, divisions andbrands of the Woolworths Limited, a major Australian company having retail interest throughoutAustralia and New Zealand (Woolworths.com.au 2018). It is represented as the largest foodretailer of Australia. Further, Woolworth Limited is not only one of the prominent liquor retailerof Australia but also the largest gaming poker machine and hotel operator of Australia. Thus, theprimary operations of the Woolworth brand include supermarkets, liquor retailing, managementof the pubs and hotels under the hospitality and leisure group umbrella and discounteddepartmental stores. Promotional Mix:The promotional mix represents a combination of the promotional methods used for asingle product or the family of the products (Armstrong et al., 2014). The elements of the
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