Marketing Management

Running head: MARKETING MANAGEMENT
Marketing management
Name of the student
Name of the university
Author note

1MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................2
Market positioning analysis.............................................................................................................2
Market analysis................................................................................................................................4
Identification of the niche features..................................................................................................4
Evaluation of the customer adoption process..................................................................................5
Product pricing analysis...................................................................................................................6
Product distribution analysis............................................................................................................7
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................8

2MARKETING MANAGEMENT
Introduction
Determination of the market positioning and each of the marketing elements is important
for the contemporary business entities because it will help in having the most effective forms of
strategies for tapping the market opportunities. In addition, it is also important to have the
understanding about the customer adoption process because the steps involved in it should be
satisfied (Camilleri 2018). In the case of Coles, determination of these elements is further
important because of their competitive market segment. Coles are having the major marketing
operations in the Australian region and are having number of competitors same level of value
propositions. Hence, they are having the need of effective and efficient marketing elements to
stay ahead in the competition.
Each of these marketing elements relevant for Coles will be discussed from the
perspectives of the private label products of Coles and required recommendations will be
discussed. Furthermore, the steps of the customer adoption process will also be discussed and the
degree to which Coles are meeting their expectations and requirements.
Market positioning analysis
It is identified that currently, Coles’ private label brand is positioned on the basis of
premium pricing and quality assurance, which is creating distance with their major competitors
because majority of the competing brands are following cost leadership with their respective
private label brands.