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

MARKETING COMMUNICATION OF COLES1
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

MARKETING COMMUNICATION OF COLES2
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

MARKETING COMMUNICATION OF COLES3
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).