Marketing Communications Management for Woolworths Australia: Report and Brand Analysis

Running head: MARKETING COMMUNICATIONS MANAGEMENT
Marketing Communications Management
-Woolworths Australia
Name of the Student
Name of the University
Author Note

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Contents
Part A: Report............................................................................................................................5
Brief Snapshot History of the Brand......................................................................................5
Brand Elements:.....................................................................................................................5
Logo:..................................................................................................................................5
Slogan:................................................................................................................................5
Mission:..............................................................................................................................6
Attitudes:............................................................................................................................6
Values:................................................................................................................................6
Brand Equity..........................................................................................................................6
Financial Values:................................................................................................................7
Trends in market value.......................................................................................................7
Value compared to main competitors:...............................................................................8
Market Positioning.................................................................................................................9
USP:...................................................................................................................................9
Competitive Advantage:.....................................................................................................9
Target Market:..................................................................................................................10
Brand Loyalty Activities......................................................................................................10
Brand Loyalty Programs:.................................................................................................10
Social Media Communities:.............................................................................................11
Potential Threats to the brand..............................................................................................11
Competition:.....................................................................................................................11

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Economic Threats:...........................................................................................................12
Technological Threats:.....................................................................................................13
Changing Market Needs:..................................................................................................13
Summary of the future outlook of the brand........................................................................13
Part B Media Plan....................................................................................................................15
Media Communication Objectives.......................................................................................15
Target Audience...............................................................................................................15
Frequency.........................................................................................................................15
Reach................................................................................................................................15
Coverage..........................................................................................................................15
Key Message Objectives:.................................................................................................15
Justification/Rationale for media selection..........................................................................15
Academic Articles:...........................................................................................................16
Customer Journey:...........................................................................................................16
Advertising Theory:.........................................................................................................16
Media Schedule....................................................................................................................16
Media Scheduling:...........................................................................................................16
Justification for schedule proposed..................................................................................17
Schedule for first year of launch......................................................................................17
Media measurement.............................................................................................................17
Evaluation Measures to determine Media Success..........................................................17

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Contingency Plan:............................................................................................................17
Indication of likely media costs...........................................................................................18
References:...........................................................................................................................22

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Part A: Report
Brief Snapshot History of the Brand
Woolworths Supermarket or Woolies is an Australian Supermarket giant that was
established on 1924 and is one of the oldest Supermarket stores in Australia along with Cole
and started as Woolworths Limited. In two years the company started increasing the number
of branches to about 20 and by 1940, they started expanding the range of groceries to include
a large range of food, fresh fruits and meat. By 1982, the company acquired two crockery
brands of Tasmania: Purity and Roelf Vos whoch by 2000 was converted to Woolworths
stores. By 2017 Woolworths designed a new logo to show its focus on environmental
sustenability (Woolworths.com.au. 2019).
Brand Elements:
Logo:
Figure 1: Woolworths Logo source: Woolworths.com.au. 2019
Slogan:
“Australia’s Fresh Food People”
The slogan aims to relay to the customers the company’s goal to provide fresh food
and thereby preserve its original quality. The slogan was changes from “Fresh Food People”