Marketing Communication of Coles Assignment 2022

Running head: MARKETING COMMUNICATION OF COLES
MARKETING COMMUNICATION OF COLES
Name of the Student
Name of the University
Author Note

1MARKETING COMMUNICATION OF COLES
Table of Contents
1. Brief background of the company..............................................................................2
2. Overview of the current marketing activities.............................................................2
3. Current market segmentation.....................................................................................4
4. Developing three marketing communication objectives............................................4
5. Developing a core creative concept which can be adapted for different media.........5
6. Development of a 12-month media plan....................................................................5
7. Providing details based on measurement of effectiveness of IMC plan....................7
Conclusion......................................................................................................................8
8. Bibliography and references....................................................................................10

2MARKETING COMMUNICATION OF COLES
1. Brief background of the company
Coles Supermarkets Australia Pty. Ltd. currently trading as Coles is a supermarket of
Australian origin that also provides consumer and retail based services to the customers. The
headquarter of Coles is located in Melbourne and the company was founded by George Coles
in the year 1914. Coles mainly operates more than 800 supermarkets in different parts of
Australia that also include rebranded BI-LO supermarkets of the country. The online
shopping portal of the company has been named as Coles Online and is mainly known for
providing home delivery services to the customers (Coles.com.au 2019).
Coles along its major rival Woolworths has been able to gain more than 80% of the
total shares in Australian retail industry. The fresh quality products that are offered by Coles
to the customers are mainly sourced from the local farmers and growers. Major products that
are offered by Coles include Beef, Seafood, Laurent Bread, fruits and vegetable, chicken,
pork and many more. The major competitors of Coles in the Australian retail industry include
Woolworths and Aldi. The presence of the major organizations in the market providing
similar products has been able to increase the price based competition (Coles.com.au 2019).
Marketing objectives of Coles – The major marketing objective that is developed by
Coles is based on the ways by which consumers of Australia can be provided with an
experience of shopping that can be trusted by them for delivering values, services and quality
as well. The company has aimed at the development of a diverse product portfolio that helps
in fulfilling the demands and needs of the consumers (Bacik, Gavurova and Fedorko 2015).
2. Overview of the current marketing activities
As discussed by Blakeman (2018), the marketing and promotional activities that have
been implemented by Coles are considered to be a mixture of traditional and digital methods.
The company has developed unique selling propositions in order to promote various products

3MARKETING COMMUNICATION OF COLES
and to achieve the various marketing objectives as well. The perfect blend of above the line
and below the line promotional strategies are implemented by Coles in order to increase
awareness related to the products in minds of the consumers (Felix, Rauschnabel and Hinsch
2017).
The various above the line options of promotions that are used by Coles include radio,
print advertising and television advertisements as well. On the other hand, below the line
promotional options that can be used by Coles in order to enhance the awareness of the
organization in consumer minds include trade shows, direct mail based campaigns and
catalogues as well. High profile advertisements and direct selling are used by Coles in order
to manage the promotional activities and delivering the message to the customers as well (Fill
and Turnbull 2016). eWOM or electronic word of mouth is also a major promotional strategy
that has been able to support the operations of Coles in Australian retail industry. The
company aims at developing creative advertisements in order to promote “Laurent Bread” for
the purpose of increasing awareness based on the product (Harmeling et al. 2017).
According to Jackson and Ahuja (2016), social media marketing is also able to play a
key part in the methods by which Coles promotes the products to its customers in different
parts of the world. This process of marketing is able to support the communication process of
the organization and helps the management of understand the demands of customers as well.
Coles has also used the technique of search engine optimisation or SEO in order to improve
the promotional activities of the organization. Promotional activities of the firm have been
able to play a main part in the development of competitive advantage of Coles in the highly
competitive retail industry (Herman 2015).

4MARKETING COMMUNICATION OF COLES
3. Current market segmentation
Segmentation can be defined as the process that is implemented by firms in order to
divide the market into various sections based on the criteria that comprises of the
demographical features, characteristics of the products that are offered. The segments consist
of customers who belong to the same age group and have similar choice as well. Market
segmentation is also used by the retail organizations in order to divide the customers with
respect to the age levels (Luxton, Reid and Mavondo 2015). For example, the infants who
belong the age group of below 5 years are offered infant food products and the consumers
belonging to age group of 6 years to 17 years are provided with different types of food
products. Income levels of the customers are taken into consideration by Coles in order to
improve the segments in an effective manner (Mihaela 2015). The procurement of products
and services from manufacturers or producers are also based on the ways by which Coles has
developed various customer segments. The demands for a particular line of products can also
be determined with the help of income levels and choice of the consumers (Schivinski and
Dabrowski 2015).
4. Developing three marketing communication objectives
Coles has to develop communication objectives will help the company in the
formation of media plan based on its operations in the future. The three major communication
objectives developed by Coles are as follows,
 To enhance the levels of visibility of “Laurent Bread” among current and
potential customers of Coles.
 To improve levels of awareness of the product in the minds of the consumers
belonging to different segments.

5MARKETING COMMUNICATION OF COLES
 Collecting the feedback of customers based on their satisfaction levels based
on “Laurent Bread” and the quality that is offered as well (Schivinski and
Dabrowski 2016).
5. Developing a core creative concept which can be adapted for different media
6. Development of a 12-month media plan
The 12-month based media plan that can be formed by Coles in order to promote
“Laurent Bread” among the customers is as follows,
Marketing
Strategy
Marketing
Measures
Responsible
Person
Key
Resources
Time
Required
Budget
Digital
Marketing
strategies
Social media
marketing,
Search
engine
optimization,
e-mail
marketing,
content
marketing.
Content
manager,
Media
manager and
Marketing
manager.
Employees,
social media
platforms.
1 year $ 40,000
Traditional
Marketing
Strategies
Television
ads, radio,
newspapers,
Marketing
manager,
Marketing
Employees,
television,
print media,
6 months $ 60,000

6MARKETING COMMUNICATION OF COLES
word of
mouth
promotion,
magazines.
executives,
Media
planner.
radio, bill
boards.
Coles has been successful in developing a competitive edge in the retail industry with
the help of its promotional strategies based on increasing its presence and awareness. The
organization had been previously using traditional marketing strategies like, television,
newspapers, word of mouth based promotion and the billboards as well. The traditional
strategies have been helpful for the organization in order to reach the consumers and enhance
the awareness levels based on the products (Schultz and Malthouse 2017). The company has
been able to reach the target customers with the proper usage of traditional marketing
strategies in order to promote its product “Laurent Bread”. However, due to the increase in
usage of digital marketing activities and changes in business environment, Coles has started
using the social media platforms and digital strategies in order to reach the customers fasters
(Shen et al. 2016).
The digital strategies have the ability to enhance the visibility of the product in the
retail stores of Coles. The company has also been successful in developing relationships with
the customers and understanding their demands and needs as well. Social media is able to
play a major role in the development of promotional activities that are performed by Coles.
The improvement of promotional activities is able to play a major role in the ways by which
Coles can influence the target market and various customer segments as well (Todorova
2015). Coles has increased its customer base in the Australian retail industry with the digital
strategies and presence in social media as well (Valos et al. 2016).
Coles has thereby made the decision to increase its focus on the digital marketing and
social media strategies in order to maintain the revenues and profitability levels. Social media

7MARKETING COMMUNICATION OF COLES
platforms are considered to be the most helpful for Coles to maintain its relationship with the
customers who are considered to be the most important part of its operations (Schivinski and
Dabrowski 2016). The development of an advantage over the competition of Coles in retail
industry has been an important aspect related to the strategies that are developed by the
organization. The diversity that is provided by the various social media platforms are also
considered to be quite significant for Coles to reach the customers faster and improving the
profitability levels as well (Bacik, Gavurova and Fedorko 2015).
7. Providing details based on measurement of effectiveness of IMC plan
The integrated marketing communications plan that has been formed by Coles has a
positive impact on the enhancement of revenues of the firm. The business organizations have
to keep a check on the levels of effectiveness of the IMC plan of Coles. The evaluation based
methods that are used by the firm will be able to play a major role in understanding the
impact of the usage of various marketing techniques in order to improve the presence (Fill
and Turnbull 2016). The awareness related to the product of the firm named “Laurent Bread”
has to be increased with the proper implementation of the IMC plan. The management needs
to analyse the effectiveness and impact of the plan based on the timeline that has been set.
The success levels can also be measured effectively with the analysis of amount of increase
of the customer base of the firm after implementation of the IMC plan (Felix, Rauschnabel
and Hinsch 2017). Coles needs to set major milestones in order to analyse the influence of the
IMC plan that is implemented by the firm.
 High levels of visibility of “Laurent Bread” in the retail industry of Australia
that is further able to increase sales of the product as well.

8MARKETING COMMUNICATION OF COLES
 Increase in the customer base of Coles who prefer to purchase the product
named “Laurent Bread” and they are also aware about the benefits offered by
the bread.
 Coles can collect the feedback provided by customers based on the taste and
quality of the product (Harmeling et al. 2017).
The communication based objectives that have been developed by Coles will be
fulfilled with the proper usage of different digital platforms. The most important and effective
medium of communication that will be used by Coles is social media that will play a major
role in improvement of the visibility and awareness of the product in minds of the consumers.
The use of social media will also be helpful in gaining the feedback of customers faster in
comparison to the traditional marketing based strategies (Schivinski and Dabrowski 2016).
“Laurent Bread” is considered to be a major product of Coles that can satisfy the
customers of the organization who are a part of the various segments. The digital platforms
will also be helpful for Coles to provide the product to customers of the organization. Internet
and disruptive technologies have been able to play the most important role in the ways by
which Coles has maintained its customer base and developed effective relationships with
them. The adequate levels of visibility of “Laurent Bread” will be increased with the support
the proper implementation of IMC plan (Schultz and Malthouse 2017).
Conclusion
The integrated marketing communication or IMC plan of Coles can play a major role
in proper improvement of its revenues and increasing visibility levels of the product named
“Laurent Bread”. The business organizations in the modern and competitive environment
need to develop the IMC plans in such a manner that can help them to communicate and
develop a relationship with the customers as well. The effectiveness of digital marketing

9MARKETING COMMUNICATION OF COLES
based strategies is considered to be high in comparison to the traditional strategies that had
been used by Coles previously. Coles thereby needs to use the digital strategies and social
media platforms in an extensive manner for the purpose of proper improvement of awareness
of the product in the minds of consumers.

10MARKETING COMMUNICATION OF COLES
8. Bibliography and references
Bacik, R., Gavurova, B. and Fedorko, I., 2015. The analysis of the impact of selected
marketing communication factors on the online consumer behavior. Journal of Applied
Economic Sciences, 10(7), pp.999-1004.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Coles.com.au 2019. Coles Supermarkets. [online] Coles.com.au. Available at:
https://www.coles.com.au/ [Accessed 3 Oct. 2019].
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Harmeling, C.M., Moffett, J.W., Arnold, M.J. and Carlson, B.D., 2017. Toward a theory of
customer engagement marketing. Journal of the Academy of Marketing Science, 45(3),
pp.312-335.
Herman, H., 2015. Marketing communication model in social network
Facebook. Information Management and Business Review, 7(4), pp.42-45.
Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), pp.170-186.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.

11MARKETING COMMUNICATION OF COLES
Mihaela, O.O.E., 2015. The influence of the integrated marketing communication on the
consumer buying behaviour. Procedia economics and finance, 23, pp.1446-1450.
Schivinski, B. and Dabrowski, D., 2015. The impact of brand communication on brand equity
through Facebook. Journal of Research in Interactive Marketing, 9(1), pp.31-53.
Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on
consumer perceptions of brands. Journal of Marketing Communications, 22(2), pp.189-214.
Schultz, D.E. and Malthouse, E.C., 2017. Interactivity, marketing communication, and
emerging markets: A way forward. Journal of Current Issues & Research in
Advertising, 38(1), pp.17-30.
Shen, G.C.C., Chiou, J.S., Hsiao, C.H., Wang, C.H. and Li, H.N., 2016. Effective marketing
communication via social networking site: The moderating role of the social tie. Journal of
Business Research, 69(6), pp.2265-2270.
Todorova, G., 2015. Marketing communication mix. Trakia Journal of sciences, 13(1),
pp.368-374.
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.