Brand Strategy and Positioning of Woolworths in Australia

MRKT20042022T2
Marketing Communications

TABLE OF CONTENT
MAIN BODY...................................................................................................................................3
Background..................................................................................................................................3
Effectiveness of brand strategy....................................................................................................3
Discussing how the brand equity has been leveraged for the brand............................................3
Choosing one of the target markets for the brand........................................................................4
Discussing the strategy organization has used for brand.............................................................4
REFERENCES................................................................................................................................6

MAIN BODY
Background
Woolworths is the best and well-known grocery shopping website in Australia and it
aims in providing the fresh produce and home-made products to large number of customers in
quick and easier manner. Also, company is offering best of services through keeping the
experienced staff members so that grater customer loyalty might be maintained. Moreover, they
claim to be responsible member of Australian community and thus ensures that all the products
are made in environmental friendly and sustainable manner (Woolworth group, 2022). Also, the
company is known as the trusted business partners to most of the local farmers and
manufactures. Furthermore, company had diverted 24 million meals in Australia and New
Zealand and in 2021 it is known for having the largest share in the grocery market with about
37.4% according to certain reports
Effectiveness of brand strategy
The types of positioning strategies that are applied in Woolworths consist of quality
based brand positioning where it claims to provide the best quality food products that are not
only fresh but also available in reasonable prices to be consumed by large masses online. Also,
through establishing such type of strategies the firm is able to reach to target markets easily and
develop greater customer loyalty as consumers are ready to consume those varieties of products
that are high in quality and are ready to pay even little higher prices for the same ( Bahcecik,
Akay and Akdemir, 2019). In context of brand identity it can be said that it truly supports current
brand positioning of the firm as the cited firm has sets its clear purpose in terms of long term
goals and methods of positioning in the market that is one of element in brand identity.
Discussing how the brand equity has been leveraged for the brand
The brand equity is been leveraged to the brand through the brand position in the target
market through which the firm would be able to easily introduce new product in the market or
introduce the new product line in the grocery such as freshly packed minim meals so that more
customers might be attracted towards the business for the purpose of earning higher revenues.
Moreover, the company keeps check on marketing mix so that proper brand awareness might be