Marketing Campaign Cost Breakdown

This assignment provides a detailed breakdown of weekly marketing campaign costs. It lists various activities like email campaigns, YouTube ad maintenance, virtual Socialmatic customization development, website refresh, mobile site launch, and monthly review meetings. The cost for each activity is specified for different weeks, allowing for a comparative analysis of the campaign's financial allocation.

Running head: MARKETING
E-MARKETING PLAN STRUCTURE

Marketing 2
Executive summary
Woolworths limited provides grocery items in New South Wales, Australia. It was established in
1924. It has employed approximately 205,000 team members who served more than 29 million
customers through their brands in each week. Electronic Marketing Manager will sell different
product and services through electronic channels such as clothing, groceries, beauty products,
accessories, footwear, homeware, and financial services (Woolworths group, 2017). The
electronic marketing manager will target the urban areas of Australia such as Queensland, New
South Wales, and Melbourne to deliver the products and services. The key objective of this e-
marketing plan is to increase brand awareness among customers by 25%, to gain demand of
customers by 20%, and to increase the return on investment by 25%.

Marketing 3
Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Situation analysis.........................................................................................................................................5
SWOT analysis........................................................................................................................................5
Issue identified........................................................................................................................................5
The e-Marketing Schedule - Gantt chart or Timeline for the e-Marketing Plan...........................................7
The e-Marketing Strategies & Action Plan..................................................................................................7
Costing and Budget...................................................................................................................................10
Technical Issues........................................................................................................................................11
Monitoring Strategy...................................................................................................................................14
E-Marketing Evaluation methods..............................................................................................................15
References.................................................................................................................................................16
Appendix...................................................................................................................................................18

Marketing 4
Introduction
For developing e-marketing plan, the electronic marketing manager will consult with different
stakeholders such as senior manager, direct supervisor, trainer and another assessor. Further, the
mission of Woolworths is to deliver the convenience, quality, and value to their customers. The
vision of this company is to bring the little good to everyone at every day and also working with
a clear strategy to put our customers 1st. The company makes different objectives with respect to
products and services such as to retain the customer and store-led environment and team, to
generate sustainable revenue derive in food and evolving brink business to deliver added value
and convenience to their customer (Woolworths group, 2017).
This report presents the situation analysis of company by using the SWOT analysis and
identifying different issues. It also demonstrates the e-Marketing Schedule through Gantt chart
and develops the effective marketing strategies and action plan. It also exhibits the costing and
budget, and different technical issues. Moreover, this report discusses the monitoring strategy
and e-Marketing Evaluation methods.
The electronic marketing manager will choose the Australian marketing environment to sell the
products and services of Woolworths limited. This marketing environment has selected by the
company due to political stability and higher demand of customers. This environment is also
effective for the company due to the low inflation rate and higher income of people as it can
increase the demand of customers towards the products and services. In Australia, a high number
of individual uses technology and e-channels to buy the products and services as it could be
beneficial for Woolworths to create the brand awareness through e-channels (Hollensen, 2015).
This e-marketing plan would be beneficial to generate more revenues by increasing the demand
of customers. It could be also beneficial to retain the existing customers and attract the potential

Marketing 5
customers towards the company. By implementing this plan, the company can get $5, 00,000
returns on investment.
Situation analysis
SWOT analysis
Strength
Initiating the e-marketing retail channels
among oldest companies
Recognised retail name in Australia which has
approximately 800 stores and 3000 workforces
Deals in different subsidiaries like grocery is
popular manufacturer
Efficient operation and strong brand name
Trendy, successful own-store brand like Chad
Valley and Lady Bird,
Weakness
Insignificant international existence as
compared to its rivalry
The brand has unsuccessful to get competitive
benefits
Penetrate into e-marketing is late which
consequences high competition leads to lower
price and high experience
Opportunity
Endorse the products and services via
advertisement, sponsorship and promotion
Identifying the growth via strategic acquisition
and franchise models in emerging nations
Threats
Increasing raw material expenses from both
non-food and food as it will impact the profit
margin
Economic recession can obstruct the whole
growth strategy of developing e-marketing
channels
High rivalry from global competitors
(See: Exhibit 1)
Issue identified
High capital is required to sacrifice a consumer
A large number of the consumer may believe to purchase the high amount of products and
services even in a tough situation to make long-term satisfaction. For affording the costly item,
these consumers have cut down the spending in other areas. Hence, Woolworths should focus on
how the item will benefit to customers and convenience them as it is valuable to observe the
sacrifice level of customers. It is analyzed that competitors use payment plan in which they do

Marketing 6
not charge any interest for certain duration (Hair and Lukas, 2014). This could be an effective
way to make perceive the added value to customers.
Limited Merchandise to manage the operation
Woolworths have inadequate merchandise to manage the operation. The company faces a
challenge to make the positive image in the customer’s mind through e-marketing channels. For
the e-marketing plan, graphic designer, professional marketers, online advertiser and print media
maker is essential (Perreault et. al., 2013). The issue can be created to make advertisement of the
brand such as offers and convenience.
Expensive Trendy Stores
Trends show the success of a retail store. In the current scenario, the customer wants to a healthy
lifestyle as they focus on organic foods that could be costly for the company. Along with this, it
is also analyzed that different people have a different requirement as per their choices. Further,
trendy consumers want higher price tags products and services (Babin, and Zikmund, 2015).
Hence, marketing of this higher-end product is a complex.

Marketing 7
The e-Marketing Schedule - Gantt chart or Timeline for the e-Marketing Plan
e-Marketing Activities Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
Developing an Instagram
account
Launching the Instagram
Creating goggle Pre Roll
Advertisment for YouTube
Creating social media
contest and Launching
social media contest
Virtual Socialmatic
customization development
Launch of Virtual
Socialmatic customization
development
E-mail campaign
YouTube Ad maintenance
Virtual Socialmatic
customization development
Website refresh
Launch of mobile site
Monthly review on activities
(See: Exhibit 2)
The e-Marketing Strategies & Action Plan
Product strategies
Woolworths is a recognized Australian retailer. It facilitates a different kind of grocery products
which is an essential element of marketing mix. For delivering the product through e-marketing
channels, Woolworths will include the meat, vegetables, fruits, and packaged products. It will
also sell the other products such as DVDs, magazines, and stationery items. Along with this, it
will consider the wide choice of local and international brands. In this way, it cannot dissatisfy
the customers due to brand choice (Armstrong, et. al., 2015). The products of Woolworths is
approved and tested by Woolworth’s experts to maintain the quality of products and services. It
will also contain diverse product range from jewelry, bedding, bags, furniture, housewares, to
accessories and clothing. This wide category will enable the company to meet the customer’s

Marketing 8
need as compared to its competitors. The company will also use Australian e-Marketing Code of
Practice such as it will eliminate the high amount of unsolicited commercial electronic messages
that are received by the consumer (Mullin, et. al., 2014).
Price strategies
Woolworths will focus on the similar or slightly higher price as compared to its competitors due
to unique products and services. It will also deliver the premium brands in its food chain as it
will make the competitive price in the retail industry. It will also facilitate the Woolworths
shopping card that can be automatically traced the purchases and provides the applicable fuel
discount as there will be no need to keep paper receipt (Sheth, and Sisodia, 2015).
Promotion strategies
Promotion is a key component of the marketing mix for Woolworths. It makes continue
innovation in this element. In this way, it will facilitate the loyalty scheme for its customers such
as petrol pump discount. It has launched fresh food people campaign in 1987 that is also used in
the current scenario. It will also use different e-channels to endorse their products such as Google
ad words, emails, Facebook, Instagram, Twitter, SEO, SMO, websites and mobile applications
(Menon, et. al., 2015). These channels provide easy accessibility and high choice for customers
as it could increase the customer loyalty. Through these channels, it facilitates a wide range of
deals and sales offer for their shoppers. It also provides gift cards and discounts to reach the
target market and get projected ROI. Woolworths will also entail the Australian eMarketing
Code of Practice in which it will implement best practices of the commercial electronic message
in compliance (Lusch, and Vargo, 2014).
Distribution strategies

Marketing 9
Woolworths deals in approximately 1000 stores in the Australia. There are over 950
supermarkets and other are convenience stores. There is a certain store which deals at Safeway
stores in Victoria, Melbourne. It will also sell their products and services through e-marketing
channels. It will also focus on dealing with a mobile app. It will entail different private labels
such as Woolworths Fresh, Woolworth’s gold, Woolworth Select, and Woolworth Home brand.
It will also build different outlets in a different region of Australia (Strauss, 2016).
Action Plan
Action/Tool Objective Target Responsibi
lity
Detail /
Integration
Progress
Google
Adwords
To gain the
amount of
viewer who
seeing the
ads of
company
To endorse
the
products or
services to
targeted
customers
Marketing
executives
This tool is
used
to change the
consumer
buying
behavior
towards
company
ongoing
E-mails To improve
the
Strengthene
d brand on
website
To gain the
knowledge
of customers
regrading
specific
products and
services of
Woolworths
To gain
amount of
visitors for
obtaining
position
To gain
revenue of
products
and
services
Marketing
Executives
Testimonial
regarding
how much
customers
love the
products and
services
Further,
customer
gets holiday
greetings
messages
from
company
that can send
out via
email.
ongoing
Search
engine
optimisation
To
endorsing
the page of
company
To obtain
high ranking
transparency
in search
engines
To gain the
customer’s
demand
with
regards to
products
and
services of
company
Marketing
executives
It is
implemented
to build
happiness
among
customers.
It requires no
actions and
financial
transactions
Sprout social
Facebook &
Instagram
To increase
the number
of ‘like’,
to audit
existing
Platform of
Facebook
Facebook
news feed
Wordpress
Marketing
executives
Consider
detail of
corporation,
ensure the
stability in
45 %
favourable
feedbacks
(See: Exhibit 3)

Marketing 10
Costing and Budget
e-
Marketing
Activities
Wee
k 1
Wee
k 2
Wee
k 3
Wee
k 4
Wee
k 5
Wee
k 6
Wee
k 7
Wee
k 8
Wee
k 9
Wee
k 10
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
Creating an
Instagram
account
2500 2500 2500 2500
Launch
Instagram
4000 4000 4000
Creating
goggle Pre
Roll Ad for
YouTube
3800 3800 3800 3800 3800
Creating
and
launching
social
media
contest
1500 1500 1500 1000
4000 4000 4000 4000 4000 4000 4000
Virtual
Socialmatic
customizati
on
developme
nt
1500 1500 1500 1500 1500 1500 1500 1500 1500 1500
Launch of
Virtual
Socialmatic
customizati
on
developme
nt
1205
0
1205
0
1205
0
1205
0
1205
0
E-mail
campaign
2000
0
2000
0
2000
0
2000
0
YouTube
Ad
maintenanc
e
2500
0
2500
0
2500
0
2500
0
2500
0
2500
0
Virtual
Socialmatic
1000
0
1000
0
1000
0
1000
0
8000 8000 8000 8000 8000 8000
(See: Exhibit 4)
For delivering the product and services through e-marketing channels, Woolworths has projected
the budget. It relies on initial investment outlay as well as pre-determined objectives. The entire
endorsement budget related with e-marketing would be approximately $500,000 as it would be
beneficial to attain the estimated Return on investment i.e. $5,000,000 within the 10 weeks.

Marketing 11
Technical Issues
Website content & search-ability
It is analyzed that company may confront issues regarding delaying search engines due to lack of
skill to understand and index the page and develop content for their websites. Therefore, the
company should resolve the issue and link the websites with Google’s webmaster guidelines. It
could be beneficial for the company to get growth, high ranking and engaging the more users
towards their company (McDonald, and Wilson, 2016).
Customer registration & logging security (for customers and staff)
The company can confront the issue to use the private or restricted email account for registration
of its domain name and keep the detail of registration. Training to staff with respect to online
safety is essential however the company has needed to generate awareness about computer rights
and responsibilities. Along with this, it provides the network access usage. Another issue can be
faced by the company in logging security hence it should make aware to their staff and
customers to keep strong passwords and avoid the fraudulent emails (De Mooij, 2013). It can
aware the staff and customers regarding reporting on suspicious online activity as it will make
sure the effective IT security practices.
Coupon codes, rewards for old clients, discounts
Coupon codes are an effective way to transform the visitors into shoppers. It could help the
company to reward the customers who have signed up for your newsletter and left the comment
on the contact page. Coupon discount could be applied in any prepaid and monthly plan, prepaid
passes, merchandise, registration fees and single-visit in Woolworths. Further, a coupon discount
does not apply to invoice total as it applies only to the eligible item up to the limit of redemption
(Scott, 2015). The company can also set the timeframe for redeeming the coupon. In case,

Marketing 12
customer redeems the coupon then the coupon will discount the original and manual adjusted
price of an item.
Multimedia
Multimedia is a key technical issue that could be faced by Woolworths. There are different
elements of multimedia like live casting, mobile marketing, photos, videos, podcasting and file
sharing. By using the multimedia, Woolworths needs to make effective content regarding itself
because it can increase the brand awareness in a unique manner. The ability to use multimedia
technology enables the business to communicate with the customers, potential customers and
their employees (Czinkota, and Ronkainen, 2013). There are different online communities are
available with the intention of sharing and uploading the photos on webpage hence company can
take advantages of these to expand their market and products.
Autoresponders
An autoresponder is a program of a computer that transfers the automatic response on sent e-
mails. It could be simple or quite complex for Woolworths. This tool is exercised as e-mail
marketing to immediately deliver the responses to targeted customers and then record of them at
a current time interval. Autoresponders are entailed into electronic mailing list software which
confirms the unsubscriptions, subscriptions, list activities and posts (Sheth, and Sisodia, 2015).
Order forms and feedback forms
Woolworths relied on the feedback, whether it comes from customers or own employees. The
company can appreciate the customers to fill the feedback forms as it could be beneficial to
collect reliable data about products and services. The company can also use it build an effective
working environment. It may also increase the company’s efficiency and offer the valuable
facilities. It can also use it for getting new ways to improve and appreciate the time (Mullin, et.

Marketing 13
al., 2014). The company will also respond to customer’s feedback and provide them contact
detail to complain regarding products and services.
Access levels to online resources
Woolworths may confront the issue to access level to online resources as it is very costly. The
company has limited human resources to choose and catalog free online resources. The factor
which may affect the company is that most of the customer wants free content to discover the
company’s reputation. Online resources are easier to use and provide a wide range of resources
to customers. Online resources play a critical role to aid the customer to spend their less time on
searching and reading the information about the company (Perreault Jr, et. al., 2013).
Credit card transactions
Credit card transaction may create the issue for the company due to the threat of fraud. However,
this card transaction provides consumer-friendly protection in term of paying the amount in
exchange of products. Along with this, Credit Card Act of 2009 secures the consumer against
uninformed increases in credit card amounts and specifies constant timing for billing. It also
regulates the appropriate debiting of dealings and restricts the charge (Babin, and Zikmund,
2015).
Website hosting & publishing
Web hosting is a service that is linked to internet hosting. The corporation offers the services and
provides the server computer to accumulate the websites. Together with, web publishing is a
process by which the content is published on the internet. Web publishing organizes the website
through a web host. But, publishing from the home computer can create complexities as
compared to another computer which needs 24*7 hours connectivity of the internet (Armstrong,
et. al., 2015).

Marketing 14
Technical staff (size, requirements)
Lack of technical staff can also create the complexities to manage the business and respond to
the customers. In the local phase, 2 technicians will be requisite for organizing the whole set-up
and uploading the posts. The technical coordinator should be aware of the size and requirement
because it will not analyze effectively then it may block the business operation. For developing
e-marketing, Woolworth will need large size of technical staff for the tour. This technician
should be aware of the requirement of business as it could improve the performance (Mullin, et.
al., 2014).
Monitoring Strategy
Marketing initiatives
There are certain marketing activities which require several attempts before implementing.
Further, consistent disclosure may provide better result hence marketing executive should
consider the marketing strategies which have implemented several times for 10 weeks. In this
way, marketing executive can keep the record the marketing practices and track the different
aspect of initiatives such as media used, responses generated, sales generated, cost, the timing of
the promotion, and return on sales (Babin, and Zikmund, 2015).
Feedback
Woolworths can take the feedback of customer to monitor the positive and negative aspect of e-
marketing activities. By getting the feedback from the customer, the company can make
necessary changes and then implement this plan.
Competitor Response
Woolworths will also measure the responses of competitors to measure the success or failure of
e-marketing plan. In this way, the company can analyze that how much competitors have

Marketing 15
imitated and tried their best in against these e-marketing activities. Further, if competitors ignore
these e-marketing activities of Woolworths and get negative responses then there may be a
chance of occurring issue as these issues could be improved (Hair Jr and Lukas, 2014).
E-Marketing Evaluation methods
Woolworths can use different technique to assess the e-marketing performance metrics. It can
evaluate the performance of e-marketing activities such as return on investment and revues.
Evaluating the Return on investment and Revenue
It is analyzed the return on investment is a key part of implementing e-marketing plan. For this,
the company can check the whether the high amount of money was spent on a marketing plan.
Along with this, it can measure the amount that will be spent on each e-marketing activities and
also measure the overall performance. For measuring the performance, it can break down the e-
marketing activities to measure the exact expenses of each activity as it would be beneficial to
get potential ROI (Hollensen, 2015). Woolworths can assess the key performance indicator and
e-marketing activities which would be beneficial to decline to assess the potential revenue.

Marketing 16
References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Australia: Pearson Education.
Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. USA: Cengage Learning.
Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. USA: Cengage Learning.
De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes.
USA: Sage Publications.
Hair Jr, J. F., & Lukas, B. (2014). Marketing research (Vol. 2). UK: McGraw-Hill Education
Australia.
Hollensen, S. (2015). Marketing management: A relationship approach. Australia: Pearson
Education.
Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate,
and directions. UK: Routledge.
McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from
them. UK: John Wiley & Sons.
Menon, A., Bharadwaj, S. G., Adidam, P. T., & Edison, S. W. (2015). Effective Marketing
Strategy-Making: Antecedents and Consequences. In Proceedings of the 1997 Academy
of Marketing Science (AMS) Annual Conference (pp. 224-224). USA: Springer, Cham.
Mullin, B. J., Hardy, S., & Sutton, W. (2014). Sports Marketing 4th Edition. UK: Human
Kinetics.
Perreault Jr, W., Cannon, J., & McCarthy, E. J. (2013). Basic marketing. UK: McGraw-Hill
Higher Education.

Marketing 17
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
UK: John Wiley & Sons.
Sheth, J. N., & Sisodia, R. S. (2015). Does marketing need reform?: Fresh perspectives on the
future. UK: Routledge.
Strauss, J. (2016). E-marketing. UK: Routledge.
Woolworths group (2017). About us. Retrieved from:
https://www.woolworthsgroup.com.au/page/about-us
Woolworths group (2017). strategy and objectives. Retrieved from:
https://www.woolworthsgroup.com.au/page/about-us/our-approach/strategy-and-
objectives/

Marketing 18
Appendix
Exhibit 1
Strength
Initiating the e-marketing retail channels
among oldest companies
Recognised retail name in Australia which has
approximately 800 stores and 3000 workforces
Deals in different subsidiaries like grocery is
popular manufacturer
Efficient operation and strong brand name
Trendy, successful own-store brand like Chad
Valley and Lady Bird,
Weakness
Insignificant international existence as
compared to its rivalry
The brand has unsuccessful to get competitive
benefits
Penetrate into e-marketing is late which
consequences high competition leads to lower
price and high experience
Opportunity
Endorse the products and services via
advertisement, sponsorship, and promotion
Identifying the growth via strategic acquisition
and franchise models in emerging nations
Threats
Increasing raw material expenses from both
non-food and food as it will impact the profit
margin
Economic recession can obstruct the whole
growth strategy of developing e-marketing
channels
High rivalry from global competitors
(Sources: Hollensen, 2015).
Exhibit 2
e-Marketing Activities Wee
k 1
Wee
k 2
Wee
k 3
Wee
k 4
Wee
k 5
Wee
k 6
Wee
k 7
Wee
k 8
Wee
k 9
Wee
k 10
Developing an Instagram
account
Launching the Instagram

Marketing 19
Creating google Pre Roll
Advertisement for
YouTube
Creating social media
contest and Launching
social media contest
Virtual Socialmatic
customization
development
Launch of Virtual
Socialmatic customization
development
E-mail campaign
YouTube Ad maintenance
Virtual Socialmatic
customization
development
Website refresh
Launch of mobile site
Monthly review of
activities
Exhibit 3

Marketing 20
Action/Tool Objective Target Responsibi
lity
Detail /
Integration
Progress
Google
Adwords
To gain the
amount of
viewer who
seeing the
ads of
company
To endorse
the
products or
services to
targeted
customers
Marketing
executives
This tool is
used
to change the
consumer
buying
behavior
towards
company
ongoing
E-mails To improve
the
Strengthene
d brand on
website
To gain the
knowledge
of customers
regarding
specific
products and
services of
Woolworths
To gain
amount of
visitors for
obtaining
position
To gain
revenue of
products
and
services
Marketing
Executives
Testimonial
regarding
how much
customers
love the
products and
services
Further, the
customer
gets holiday
greetings
messages
from the
company
that can send
out via
email.
ongoing
Search
engine
optimisation
To
endorsing
the page of
company
To obtain
high ranking
transparency
in search
engines
To gain the
customer’s
demand
with
regards to
products
and
services of
company
Marketing
executives
It is
implemented
to build
happiness
among
customers.
It requires no
actions and
financial
transactions
Sprout social
Facebook &
Instagram
To increase
the number
of ‘like’,
to audit
existing
page
And to like
on
follower’s
page
Platform of
Facebook
Facebook
news feed
Wordpress
blog
Marketing
executives
Consider
detail of
corporation,
ensure the
stability in
like
platform as
well
comment on
appropriate
posts
45 %
favorable
feedbacks
Twitter To gain
number of
followers
To follow
3 to 5 posts
in per day
Marketing
experts
It builds the
trustworthine
ss in content
related to all
35% of page
completion

Marketing 21
(Sources: Hair Jr, and Lukas, 2014)
Exhibit 4
e-
Marketing
Activities
Wee
k 1
Wee
k 2
Wee
k 3
Wee
k 4
Wee
k 5
Wee
k 6
Wee
k 7
Wee
k 8
Wee
k 9
Wee
k 10
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
Creating an
Instagram
account
2500 2500 2500 2500
Launch
Instagram
4000 4000 4000
Creating
goggle Pre
Roll Ad for
YouTube
3800 3800 3800 3800 3800
Creating
and
launching
social
media
contest
1500 1500 1500 1000
4000 4000 4000 4000 4000 4000 4000
Virtual
Socialmatic
customizati
on
developme
nt
1500 1500 1500 1500 1500 1500 1500 1500 1500 1500
Launch of
Virtual
Socialmatic
customizati
on
developme
nt
1205
0
1205
0
1205
0
1205
0
1205
0
E-mail
campaign
2000
0
2000
0
2000
0
2000
0
YouTube
Ad
2500
0
2500
0
2500
0
2500
0
2500
0
2500
0

Marketing 22
maintenanc
e
Virtual
Socialmatic
customizati
on
developme
nt
1000
0
1000
0
1000
0
1000
0
8000 8000 8000 8000 8000 8000
Website
refresh
1500 1500 1500 1500
Launch of
mobile site
Monthly
review on
activities
9250 8500 8500
Total cost
per week
5305
0
4430
0
6180
0
4080
0
5455
0
5080
0
4955
0
3980
0
6305
0
4230
0
50000
0