A Detailed Analysis of Marketing Strategies at Coles Supermarket

This essay provides a comprehensive analysis of Coles Supermarket's marketing strategies, focusing on its target market, market segmentation, pricing strategies, and promotional mix. It examines Coles' approach to product offerings, including groceries, liquor, and private-label brands, as well as its distribution channels through a network of over 2300 outlets and online platforms. The essay also delves into Coles' promotional activities, such as discount vouchers, the Flybuys loyalty program, and advertising campaigns, highlighting the company's efforts to deliver value and enhance customer experience. Furthermore, it evaluates the various factors influencing demand in the supermarket industry and assesses Coles' overall marketing objectives, including revenue growth, customer base expansion, and competitive advantage.

RUNNING HEAD: MARKETING STRATEGIES
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Marketing Strategies: Coles Supermarket

MARKETING STRATEGIES 1
This essay will be going to reflect on the marketing criteria of the Coles Company. This will
be also going to focus on the primary and secondary market, how the company segments their
market, how they set their price of the product, type of the promotional mix.
The company owned by the Wesfarmers and was founded in 1914 as well as completed 104
years in 2018. This company is operating at approx. 2300 outlets and employed 100,000
employees. Coles had total income in the year 2014-15 of $38 billion. Coles provides a
various varities of goods such as groceries, liquor, and meat. Coles also market its individual
branded products (Keith, 2012).
The company uses various techniques and various strategies to deal with the suppliers and
customers which faced various difficulties by the supplier. There have been number of
advertisement strategies & policies as well as connect with another concept.
They also remuneration courtesy over upgrades of certain important structures which can
invite an enormous consumer immoral. The illustrations were discount vouchers, flybuys
loyalty program opinions. The goal of the company is to deliver the best shopping skill to the
Australian people by whom they have trusted for its superiority, activities, and standards.
Cole’s strategy for Victory is 6 point circle to be capable for support Coles to move on in way
for their operation to give a perfect goal around significances as framed by Coles (Dwivedi,
2012).
Various initiatives have been taken by the Coles to overcome the requirements of the
consumers. It comprises of expansion of products, development of on-shelf obtainability of
produces.

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Decreased price with increasing cost immersion was an innovative industry combination to
deliver price to the consumers. The keys to the advertising plans are people, stores, produces,
care, and financial statements.
Target customers of the Coles are the individuals of Australia who has various cookery ways
that are fulfilled by the facilities by the Coles. It is recommended to the company that
children should be target children and the youth generation age with the help of providing
their convenience requirements. It is advisable to keep in mind to have produces in the
segments of new fresh fruits, dairy, and various goods. They must be delivered with unique
offers over some superior goods matching up in terms of their character. In recent years, the
company has profoundly specialized in price ranges. The main Coles “Down Down”. Coles
comprises approximated connected to valuing while on a child finger and Curtis Natural
stone $10 house snacks. Cole’s market’s relationship featuring its individuals is very much
having a trending up style for, which databases often the consumer’s loyalty understood that
at the low costs (Ball, 2011).
Marketing Mix of Coles examines the supermarket that cover 4Ps (Product, Price, Place, and
Promotion).
Product- The product plans and mix in Coles marketing plans can be explained as follows:
Cole’s deals in various forms, which make the marketing mix, plan of the product such as,
basic merchandise, groceries, liquor, bio diesel, and economic facilities, fresh food. Whereas
the commerce sectors of Coles are:
Cole’s online, Coles Financial facility, Coles liquor, Spirit Hotels, etc. The goods in which
the company deals are: Baby products, Bakery, Dairy, Deli, Fresh fruit & veg, Coles Mobile,
Present cards, Heston, Liquor, Meat, Gluten-free, Kosher. Coals deals in it are their brand

MARKETING STRATEGIES 3
products such as Graze Grass-Fed Beef and BonSucro sugar. This company have a various
agreement with cover and facility bio diesel at its Coles express suitability shops.
The Coles who include home, life and property owner assurance and credit cards, also offer
financial services. Their monetary service is offered and is taken by 1 million consumers and
more. Coles also deals in restaurants in their brand name of Spirit hotels.
Coles Liquor serves thousands of liquor products. Various kinds of local as well as trade in
plum, beer, and spirits by them. Coles retails fashionable attire at its Target shops.
Coles is known as a price frontrunner. Their main aim is to serve the lowest price to the
customers and provide the best quality to the customers. Cole’s aims to incessantly minimize
the price of the daily bag of products while the rate of life in Australia leftovers costly
thereby being a good benefit for Coles. It have been shown for the annual report of the
company that, Coles have been lowering it cost from the 6 years by which an Australian
household can do saving an average of $640 per year if they shopped from the Coles
supermarket. Coles capitalizes in-store system, make simpler processes, teaching, retaining
the finest ability, renovating shops to keep low cost & deliver a precisely good consumer’s
skill.
Coles express familiar Everyday Value measuring with its supermarket stores that
consolidate lower assessed nourishment to-go and 80-penny chocolate. Coles rapid in like
manner had with esteem topped opinions of confinement for Christmas Eve and New Year
eve allowing consumers to protect more. There are numerous cut-off points, steadfastness
ventures, and movements by Coles where consumers can usage to additional their potential
benefit & hint at progress costs. Flybuy is one devotion program in which one section is with
the true aim that a customer saves $10 when 2,000 flybuys midpoints are recouped while
obtaining a Coles Insurance approach on the network (Olstad, 2017).

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The distribution strategy of the company also helps in enhancing the growth of the products.
There are various plans which have been used by the company to monitor and control the
marketing plan is to check the sales analysis, check to see if the changes are working or not,
and whether the marketing objectives are met or not.
The company reaches to millions as a part of its overall marketing plans. Coles has 2300+
outlets. Coles aims to shape the best store network and as a goal to get the supermarket.
In the year 2015, Coles launch an innovative state-of-the-art Cole’s superstore which deals
the newest market types. Coles has achieved a target of 20 new supermarkets in year 2015.
The company is providing the best facilities to its customers in the context of products
offered to them and made available to the customers. The best quality is one of the main
components which are measured by the company at its first priority. With the help of
temperature controlled vans and online drivers, the order of the fresh foods is delivered to the
customers with the specified time. Coles Online attained on a seven days normal of more than
25-precent development. With the help of various agencies, Coles achieved the trust of the
customers in terms of their quality product. The help in opening the numerous new Coles
expressed supermarkets with better ranges of comfort and foodstuff to go proposals. Coles
Liquor functions in 3 brands first Choice Liquor Superstore, the Liquorland suitability
proposal and the expert chain, Vintage Cellars.
The promotional and advertising plans for Coles marketing plans is as follows:
The main aim of the Coles marketing plans develop the lower process of the products
compared to the other organization offers.
They used slogans like “why to pay more” “Extra Value for You — and me" & "Cheap
Groceries" emphasizing lesser values and the worth consumers by spending at Coles. Coles

MARKETING STRATEGIES 5
has also taken part in many campaigns where the customers or the consumers of the company
were asked to tell their response and why, what is the reso behind shopping from the Coles.
Their response answer was documented (Wu, 2015).
Coles has correctness, rebate and development plans. Its flybuy faithfulness & awards
database is one of Australia's major with over 5.5 million Australian energetic consumers. It
has made a plan around Australia's most familiar prizes & dedication package by an
independent investigation association. Consumers can get up to 6x more emphases on all
Cole’s stores when they undertake up a Coles supermarkets Card and Coles Assurance
articles. Coles likewise has innovative ideas, Christmas Eve, and New Year eve. Various
factors are influencing the demand of the supermarket such as social class, culture, family
roes, peer groups, government influence, psychological influence.
From the above analysis, it can be concluded that Coles supermarket uses the best techniques
and strategies to develop its products. Coles logo is always is in the eyes of the customers. It
deals with a generic brand to keeps the customers coming back. Various innovative ideas are
been taken by the company, and fixed persona ate targeted for their products. This essay also
emphasis on the current marketing strategy with future market strategy. The company
produces segmentation has been explained in the above paragraphs. Their marketing
objectives are to increase the revenue, increase the customer base, and increase the rating and
competitive advantage.
Bibliography

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and beverage consumption through price reduction and skill-building strategies. BMC public
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Dwivedi, A. M. B. M. D. a. H. C., 2012. Brand, value and relationship equities and loyalty-
intentions in the Australian supermarket industry.. Journal of Retailing and Consumer
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Keith, S., 2012. Coles, Woolworths and the local.. The Australasian-Pacific Journal of
Regional Food Studies, pp. 47-81.
Olstad, D. C. D. A. G. M. S. L. H. M. C. P. C. a. B. K., 2017. The impact of financial
incentives on participants’ food purchasing patterns in a supermarket-based randomized
controlled trial.. International journal of behavioral nutrition and physical activity, 14(1), p.
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Wu, J. N. B. T. H. C. M. S.-S. W. F.-H. K. L. J. a. D. E., 2015. Are gluten-free foods
healthier than non-gluten-free foods? An evaluation of supermarket products in Australia..
British Journal of Nutrition, 114(3), pp. 448-454.

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