University Marketing: Advertisement Design Canvas Analysis and Report

This assignment presents a detailed analysis of an advertisement design canvas, focusing on various aspects of marketing and consumer behavior. The analysis begins by identifying the target market characteristics, including lifestyle, age, income, interests, and motivations, followed by an assessment of the product or service's value proposition, examining the meanings the target market associates with the product and the benefits consumers gain from its use. The content of the advertisement is then evaluated, considering the factual information provided, the use of emotional or rational appeals, and the overall message strategy. The visual elements of the advertisement are also analyzed to determine how they communicate the product's meaning and enhance the message's effectiveness. The assignment further explores the product's points of difference compared to competitors, identifying determinant attributes and establishing points of parity to ensure the product is considered a legitimate competitor. The analysis is supported by references to relevant sources, providing a comprehensive understanding of the advertisement's design and its effectiveness in reaching the target market. The analysis is based on the provided assignment brief which requires a deep understanding of marketing principles.

Personas/Target market characteristics
What are characteristics (e.g. life style, age, level of income, interests, values, motivations,
needs, wants) of the target market?
 The image describes the routine grocery shopping by women for her family.
 For people who spends wisely, irrespective of the income group
 Regular discounts vouchers for groceries, fruits and vegetables
 Variety of things to cater to the needs of all age groups
 Biscuits for kids, fresh and nutritious vegetables and groceries for family
 Online and offline shopping, both available, depicts time saving aspect
Value of the product/service
What meaning do we want the target market associate with this product/service?
What type of value can consumers gain by using the product/service?
 Best quality with cheap prices
 Variety of things at one place, one stop solution for monthly eatable needs
 Convenient and comfort oriented, picking goods of your choice and keep it in cart
 Moreover, online shopping is also available at half price than market rates; getting things at
our home
 Environment friendly and reusable bags are promoted to avoid plastic usage
The of the message content
What factual information does the ad
provide about the product/service
attributes?
How detailed is the information?
What does the message include (e.g.
emotional or rational appeal or fear,
humor, or sexual references; art forms or
metaphors)?
 The appeal is rational appeal, attract
customers by giving 50% discount on
purchase of products (1/2 Price)
 20% save if payment done online
 Online coupons are given for motivating
customers for shopping online
 Happiness in eyes of ladies as given in
different images
 Overall market positioning as cost
effective shopping option of monthly
eatables
 Very cost-effective pricing across the
industry.
Visuals
What images can be used to communicate the meaning of the product/service to consumers?
The source
What factors enhance the effectiveness of the
message source?
What source credibility aspects are required
depending on the nature of the
product/service? What source attractiveness
aspects are required depending on the nature
of the product/service?
 Marketing Woolworths by giving 50%
discount from market rates
 Encourages feedback system and shopping
cards by giving 500 dollar bonuses
(woolworths.com.au, 2019)
 Lady is buying fresh vegetables for her
family and kids
 Store employees are promoting the store
 Promotion using environmental friendly
bags (Blake, 2018)
 High quality with low price
 Different variety of food.
 Source (wife and company employees
promoting)
Points of Difference
What are determinant attributes to differentiate the product/service as compared to the
product/service offered by competitors?
 Cost effective items and quality products as compared to Tesco and Wal-Mart, Carrefour
 It is one of the biggest store which provides fresh and nutritious eatable items
 Online and offline, both types of shopping can be done
 Promotes love and care for family given by a wife or mother
Point of parity
What elements are considered mandatory for the product/service to be considered a legitimate
competitor in its specific category? In other words, what attributes should the product/service
have so that consumers consider the product along with the competitors’ product?
 Lowest price across the stores
 Delivery of variety of products on time
 Covers all brands within grocery items
 Focus on loyalty programs (points of difference)
 Good relationship with customers and easy return mechanism (customer service)

References
Blake, D., 2018. Woolworths plastic bag ban starts. [Online] Available at: https://www.insideretail.com.au/news/woolworths-plastic-bag-ban-starts-201806 [Accessed 24 April 2019].
woolworths.com.au, 2019. Scam Alerts: Woolworths Group. [Online] Available at: https://www.woolworths.com.au/shop/discover/about-us/scam-alert [Accessed 28 April 2019].