Marketing Strategy for Woolworths Supermarket

Running head: MARKETING
Marketing
-Woolworths Supermarket
Name of the Student
Name of the University
Author Note

1MARKETING
Summary:
Background of the task:
The aim of the study is to create and redesign advertisement for meat products at
Woolworths Supermarket to show its focus on environmental, health and quality
consciousness and develop a product portfolio.
Strategy statement:
The strategy is to show that the meat sold at Woolworths are ethically raised and
sourced from small farms instead of industrial farms to maintain better quality of the product
as well as show environmental consciousness in its plastic free packaging approach.
Products brand positioning
Given below is the perceptual map of meat products sold at Woolworth’s
supermarket:
Great Taste
High Nutritional ValueLow Nutritional Value
Poor Taste
Woolworth’s
Meat products

2MARKETING
(Figure 1: Perceptual map of meat products at Woolworths. Source self-work)
Objectives of the message
Objective of the campaign message is to show the target audience that Woolworths is
focused on providing high quality and healthy meat products procured from hand raised and
ethically slaughtered cattle from small ranches instead of industrial farms where people feel
the animals are raised in an unhealthy and unethical manner. Also, the the message would be
to show that the company is also environmentally conscious though it’s environmentally
friendly packaging process.
Target audience:
The target audience would mainly be the young customers between the age of 18 to
30 years of age, who are trendy and are very conscious, environmentally as well as health
wise and prefer meat from ethically raised and slaughtered cattle. Among them, customers
who are from middle and upper middle class economic background with moderate purchasing
capacity would be targeted, typical profiles would include: college/university students, young
professionals, businessmen and service people.
What does the target audience feel about the product
Currently many customers feel that the meat quality is poor and that it is procured
from industrial farms where the cattle is not raised and slaughtered ethically.
What does the company want the target audience to think and feel
The company wants the target audience to believe that the company procures the meat
from small farms where the cattle is raised and slaughtered ethically as well as safely without
using any harmful chemicals. The company also wants the audience to believe that the
quality of the meat is superior.