Analysis of Woolworth’s Marketing Campaign for Summer Food Range

Running Head: MARKETING 1
Case Study: Analysis of Woolworth’s
Marketing Campaign

MARKETING 2
Introduction
Woolworths is a multinational Australian retail and supermarket store which was founded in
1924. The company is known as the largest supermarket in the Australian market and with its
huge product offering, company targets numerous customer segments and with regards to this,
organization has acquired leading position in the Australian retailing industry. Woolworths’
primary competitor is Coles, a subsidiary of Wesfarmers Limited and both these companies have
formed duopoly market conditions. Both the companies have acquired more than 80% market
share of the Australian market and in this market share, Coles’ share is one third of the total
market share while Woolworths has acquired rest. In order to maintain the acquired position,
organization regularly introduces new products and services for retaining its existing and
potential customers along with targeting other customer segments. In this manner, organization
has been able to manage their acquired position in the target market (Bailey, 2017).
Recently, organization comes up with a new idea of introducing summer food range for Aussies
as summers in Australia comes up with various diseases due to which Aussies adopts various
measures for preventing them with those diseases. In relation to this, Woolworths has recently
launches a digitally-led and multichannel marketing campaign to support their summer food
range (Media Update, 2017). This campaign has been designed to match up with the target
audience’s demands and wants. Advertisement and promotion is considered as one of the best
measure to spread awareness amongst the target audience and it is also helpful in enhancing the
demand for the promoted products. This creates positive impact over organizational market share
in the market and also helps to increase their brand image amongst the target audience (Bailey,
2016).
In this report, problems, opportunities and issues faced by the organization while promoting their
summer food range will be discussed along with discussing the mediums of promotion used by
the organization to promote their food range. In the last part of the report, merits and demerits of
the advertisement campaign will be discussed with the objective of determining its effectiveness
(Ryan, 2014).

MARKETING 3
Target Market
When any company launches its new products and services in the market, it needs to come with a
marketing campaign that assists the organization to attract its customers. The advertising
campaign targets a particular market segment. Target market is the group of customers with the
serviceable areas of business that it has determined to focus its promotional initiatives towards. It
includes the subset of a larger market population for specific product and service. In the chosen
contemporary advertising campaign, Woolworths is targeting a larger group of customers who
will be motivated to purchase its healthy summer food range. Before determining the customers,
it has conducted a market research to analyse the needs and demands of customers in the market.
Here, Woolworths is targeting different customers by considering different characteristics of
market segmentation like demographic characteristics, geographic characteristics, psychographic
characteristics and behavioral characteristics (Montaguti, Neslin and Valentini, 2015).
By using the theory of market segmentation, Targeted customers of chosen advertising campaign
are discussed below:
Demographic
Using demographic characteristics, Woolworths is targeting the customers on the basis of their
gender, age group and income level. It focuses on both males and females of the age group of 25
to 50 years. The campaign aims to deliver the message that “it is a call to action so that people
can live a healthier and better life. Considering this, it can be stated that company has designed
this campaign to meet the needs and demands of lower and middle income level people. It has
analyzed that youth generation and women are very much concerned towards healthy food. Thus,
this marketing campaign of summer healthy food is focused on students and women segment.
Moreover, the marketers consider that youth is the major group that is actively using internet and
social media networking sites (Dietrich, Rundle-Thiele and Kubacki, 2017). So, it has launched
multi-channel and digitally led marketing to support its healthy summer food products. It has
created the attractive content for different social media networking sites such as Twitter,
Facebook, Youtube and Instagram.