Assignment : Marketing of Coles Bakery

Running head: MARKETING OF COLES BAKERY
Marketing of Coles Bakery
Name of the student
Name of the University
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1MARKETING OF COLES BAKERY
Executive Summary
The primary purpose of this report is to discuss about the marketing mix concept in relation
to Coles Bakery. It analyzes about the product, pricing, promotion, distribution, partnership,
people, process and physical processes in relation to the bakery sector of Coles. It evaluates
the 8 P’s of marketing and elaborates in length about the recommendations for each of the 8-
P’s of marketing. It also discusses about the contemporary issues that affect the organisation.

2MARKETING OF COLES BAKERY
Table of Contents
Marketing Mix concept of Coles Bakery...................................................................................3
Evaluation of the 8 P’s of marketing..........................................................................................6
Recommendations for each of the 8P’s......................................................................................7
Contemporary Issues affecting Coles Bakery............................................................................9
Bibliography.............................................................................................................................13

3MARKETING OF COLES BAKERY
Marketing Mix concept of Coles Bakery
Product
Coles Bakery has been the proud winner of around 30 awards in the year 2014
according to the Royal Melbourne and Royal Hobart Fine Food Award. They have products
ranging from stone baked Turkish bread to that of Light Rye Sourdough. Coles supermarket
also sells Quinoa Pane Di Casa Rolls that is made out of 100 % flour. The products have no
artificial additives or that of preservatives (Coles.com.au, 2018). They can be found at
various stores that makes them easily available to the customers.
Price
The pricing of Coles Bakery Loaves (600 g-680 g) has been dropped from that of
$1.90 to the price of $ 1.80 so that they can easily be bought by people belonging to the lower
strata of population. The pricing of banana bread along with that of cake loaves will be
reduced by around 10 % to that of $ 5 each (Grimmer, 2017). The prices of branded products
will also be decreased and Tip Top Raisin Toast Bread; price will be dropped to $ 3.50. The
price of 500 gram Tip Top Café Brioche Fruit Toast will be dropped to $4 and it will help the
customers in saving around 30 percent.
Promotion
The marketing strategy of Coles Bakery revolves around that of lowering prices. It
makes use of taglines like “why pay more” and “Extra Value for you and me” in order to
cater to a wide range of consumers and increase the value that the customers get after
shopping for the Coles Bakery. Coles Bakery made use of an interactive campaign in which
the customers were asked about the reason for shopping at Coles and the responses of the
customers were recorded. Coles also makes use of discount and various promotion schemes