Marketing Strategy of Coles Supermarket

This assignment delves into the marketing strategies implemented by Coles supermarket in Australia. It examines how Coles aims to increase revenue through strategic location, diverse product offerings, and customer-centric approaches. The analysis explores Cole's emphasis on market research to understand customer preferences and competitor actions. Furthermore, it highlights the importance of technology integration in maintaining data and optimizing store operations.

RUNNNG HEAD: COLES MARKETING RESEARCH PLAN
market research on Cole’s PRODUCT (Cole’s finest coffee capsules)

COLES BRAND MARKETING RESEARCH 1
Contents
Cole’s Finest Coffee Capsules Nespresso Marketing Plan..........................................................................2
Market targeting and positioning of Coffee Capsules Nespresso:................................................................2
Approaching of marketing mix strategy by Cole’s......................................................................................3
Marketing Objectives of Cole’s Finest Product Coffee Capsules Nespresso:..............................................4
The role of the market research planning:...................................................................................................5
References:..................................................................................................................................................7

COLES BRAND MARKETING RESEARCH 2
Marketing Research in Cole’s Supermarket Product:
Cole’s Finest Coffee Capsules Nespresso Marketing Plan
The brand of Cole’s Finest present its product Coffee Capsules. Australian people are very fond
of coffee. So Cole’s introduce its new brand product which is a coffee capsules. Cole’s is the
supermarket and store in Australia. To the nation’s economy company is contributing
expressively. As per the research the company has picked up shares of the supermarket more
than 30 percent in Australia. The company’s product are basically related to grocery, daily use
products, meat, deli, bake house, chocolates, milk products, fat burn products, liquor, baby food
etc. Cole has the low price and good quality strategy which attracts more customers and they
force to buy their needy things from the cols store. This supermarket also provide the fresh and
healthy products to the customers.
Present report of marketing research of Cole’s shows that this company are focusing more on the
liquor, food and fuel consumers. The promotion strategy of this company are also good they are
promoting their products via social sites, newspaper, internet, and television. They select the
crowded area of the city so that they can easily promote their products and people can easily
about the products of Cole’s. For the establishment in supermarket of city the company made
some strategies. Which we will discuss further here.
Marketing strategy of Nescafe espresso coffee. This is a drink product of Cole’s with a different
variety of epicurean foods. This food product promoted as good quality product but bit expensive
and also known as branded products (Gans and King, 2004). Cole’s also providing diversity in
its products so customers can easily buy their different category products as such food, grocery,
liquor, clothing at same place so that they don’t need to go buy this things to different- different
stores.
Market targeting and positioning of Coffee Capsules Nespresso:
Being an excellent brand of Cole’s in the food, the promoting Strategy of Cole’s concentrates on
the higher section of its individual customers.

COLES BRAND MARKETING RESEARCH 3
The biggest question was in front of while establishing market in the city that which is the target
market for this exclusive food brand? Cole’s has very less competitors in the Australia market,
and this was a very good opportunity for Cole’s to penetrate easily in Australia market and
establish their product in this market. According to planned strategy they targeted the
voluptuousness segment of market to identify that which would be most suitable and preferable
target audience for it (Gans & King., 2004). The only challenge in front of Cole’s in Australia
market was Woolworth. There are increasing demand in market of Australia people are very
fond of good quality of food there. So to give competition to Woolworth brand they follow their
own Strategy that customers is first priority for them and according to the demand and feedback
of customers they made some changes in the Cole’s brand Super finest , and after the survey they
found the places where the accessibility of people are more and they started a policy of selling
the product to their own supermarket
Approaching of marketing mix strategy by Cole’s
The mix marketing strategy of Cole’s in super market chain is the create trust and make some
good, trust worthy customers. Marketing mix strategy of the Cole’s brand follows the 4p’s rule.
Which is:
 Product of Cole’s Brand
 Pricing strategy of Coffee Capsules Nespresso
 Promotional strategy Coffee Capsules Nespresso
 Place or Location
Product of Cole’s or Branding of Cole’s: Cole’s supermarket offer many variety of products as
such baby food, liquor, grocery etc. Cole’s has also its private branding label products as such
Cole’s Smart Buy, Cole’s Finest, Cole’s Green Choice, Cole’s Organic, Cole’s Simply Less,
Cole’s Simply Gluten Free, and Mix Clothing. Every product of Cole’s has unique quality which
is famous in all supermarkets in city.
Pricing strategy of Coffee Capsules Nespresso: These coffee beans are in form of capsules which
are easy to intake. As discusses about the strategies of Cole’s they made some changes in
pricing, schemes, and offers so that middle class people will not hesitate to buy this. After the
survey we found that this Cole’s product was in demand .After that Cole’s becomes a largest

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Selling supermarket brand in Australia this effect was because of its pricing strategy (Kumar,
(2008). In production process of Cole’s they used innovative technologies.
Promotional Strategy of Coffee Capsules Nespresso: the promotion strategy as such magazines,
newspaper, televisions, by use of mouth, social sites, and internet. In this they were able to know
that what product are in more demand by the customers. They also provide some kind schemes
and offers on the specials occasions to attract their customers more
Place or Location: As per the initial strategy of Cole’s they were focusing only on luxury
segments which can only affordable by the rich class people. After this they made some changes
in their strategy they started expanding their business in different places of city so that people
can buy easily Cole’s product to nearby Cole’s supermarket. And the result of this strategy was
very effective.
Marketing Objectives of Cole’s Finest Product Coffee Capsules Nespresso:
Analysis some of the objective for Cole super market is increasing the revenue, building the
customer trust, increasing the customer base, and the competitive advantage.
 Increasing revenue: The core of Cole’s business objective is increasing sales. In
the first year of establishment its sales to more than $150,000. And then
management said that it will increase by 50% in second year and 40% in third
year. After its operation in second year company would have increase their super
market or stores in varies places of city for good selling. This company faces
tough competition in some its brands from mass merchandise and restaurants.
Cole’s strategy has more focused on those customers who are more interested in
one step shopping.
 Increasing the base of customers and traffic: To attain customer base most of
organizations work very hard. The marketing research of Cole’s supermarket tells
that the total revenue of Cole’s supermarket is $33.00 billion in 2016 and the
managing director is John Durkan. The strategic location of company is situated
in high crowded area of city or town. The main target of these strategy is to focus
cultural habits of the people. Also they concentrate on the variety of the product
as well quality.

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Researching about costumers to know the potential of the customers. It was also the researching
strategy of Cole’s Brand. What the customer want from brand and what kind of changes they
want in the Cole’s brand? And what kind of offers the competitors are offering to their
customers? Know the feedbacks of customers regarding the product price, quality, and quantity.
So the organization can improve or change some element in their brand products according to the
customer demand. For the good marketing strategy always customer should be the first priority
for every organization.
The role of the market research planning:
In an organization mission, objectives and goals are the one of the main contribution. This
marketing plan and strategies will help to organization to achieve the targets and revenue. This
marketing plan and strategies will also assist Cole’s chain of supermarket to achieve their
objectives, more investment in the organization, and expansion of stores or supermarkets in the
city. In addition, the marketing plan of company make the special relations with their each
customers and workers. And company also reward the workers for their work time to time, in
this way workers will be more responsible, sincere towards their work. It was found that on the
development of Cole’s super market the external environment is the main factor (Kumar, 2008).
As discussed that Cole’s supermarket is an Australian supermarket. This Brand is founded by
George Cole’s in 1914 in Collingwood, Melbourne city. It has over 100,000 employees. There
are many brands of Cole’s including clothing, food, liquor, toys, baby products etc. We
discussed here about the “Marketing Research on Cole’s Finest Nespresso Coffee Capsules”.
These the private label brand product of Cole’s super market. The strategy was using by the
Cole’s was very effective and also help to established a good position the Australia market. The
principles of Cole’s using or accepting the new technologies were very helpful to marinating the
store and the data as well. In this order Cole’s keep a good affection one to each other whether it
is individuals, business owners, husband and wife, volunteers this will help to make some good
relations. This concept of Cole’s makes its the most selling product supermarket in Australia.
References:

COLES BRAND MARKETING RESEARCH 6
Gans, J. S., & King, S. P. (2004). Supermarkets and shopper dockets: The Australian experience.
Australian Economic Review, 37(3), 311-316.
Kumar, S. (2008). A study of the supermarket industry and its growing logistics capabilities.
International Journal of Retail & Distribution Management, 36(3), 192-211.