Individual Report: Marketing of Coles Supermarkets - MKT601, 2019

This report provides a comprehensive analysis of the marketing strategies employed by Coles Supermarkets. It begins with an executive summary and table of contents, followed by an introduction that outlines the report's objectives. The core of the report examines the market segments targeted by Coles, including budget-conscious customers and health-conscious young people, and their corresponding positioning strategies. It then delves into the digital marketing tools utilized by Coles, such as Facebook analytics, YouTube, and Instagram, detailing the objectives and techniques associated with each. The report also evaluates the strengths and weaknesses of Coles' digital marketing strategy, encompassing aspects like brand awareness, customer relationships, and cost-effectiveness. Finally, it offers recommendations for enhancing their digital marketing efforts, providing valuable insights for the company's future strategies. The report concludes with a reference list.

Running head: MARKETING OF COLES SUPERMARKETS
Marketing of Coles Supermarkets
Name of the student
Name of the University
Author note

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Executive Summary
The primary purpose of this report is to elucidate on the market segments that are targeted by
Coles Supermarkets. This report elaborates on the digital marketing tools along with the
techniques that are used by the company. The report talks about the objectives for the usage
of the tools and the strengths and the weakness pertaining to the digital marketing strategy of
the company. The report recommends that Coles Supermarkets can optimize video on You
Tube channel that can work to the benefit of the company.

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Table of Contents
Introduction................................................................................................................................3
Market segments of Coles Supermarkets...................................................................................3
Digital marketing tools of Coles................................................................................................5
Strength and the weakness of the digital marketing strategy.....................................................7
Recommendations......................................................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

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Introduction
Marketing refers to process that helps a company in reaching the end customers that
helps a company in making profits. It is pivotal to the building of a brand and it convinces the
people that the brand is superior to the other companies in the market. Marketing helps in
educating and engaging customer and it helps in satisfying the needs of the people. Marketing
deals with the process of the outward communication and it aids in the promotion of
corporate goals of company. Marketing makes use of a unified approach that can help a
business in achieving the goals. Coles is the supermarket retailer which is instrumental in
operating more than that of 800 supermarkets (Coles.com.au., 2020). Coles Supermarkets
makes the life easier for the Australians and it helps in delivering value and the service to the
people who shop with the retailer. This report elaborates on the market segments who are
targeted by the retailer and the positioning strategy of the company. This report elucidates on
digital marketing tools along with the techniques that are employed by the company and the
objective for the usage of the digital marketing tools. This report talks about the strengths
along with the weakness pertaining to the digital marketing strategies which have been
adopted by the company. This report states the recommendations that can improve the digital
marketing strategies of the company.
Market segments of Coles Supermarkets
The market segment which is targeted by Coles Supermarkets are the budget
conscious customers who have a set budget pertaining to their shopping. There are customers
who are faithful to the lesser priced brands and they would act as the target market segment
of the company (Kotler et al., 2018). There are customers in Australia who are from the
lower income or the middle income group households and they are drawn to the products that
are offered by Coles Supermarkets. The stores of the company offer the huge discounts and it

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would attract the pensioners along with the middle class people who want to choose lower
priced product. These class of the people are not concerned with the ambience along with the
facilities and they want to opt for the products of the lower pricing. The positioning strategy
of Coles Supermarkets is that it offers the promotion codes that helps it in attracting people of
all the classes. The customers can find the special offers that have assured its position in the
market of Australia. Coles Supermarket have rolled out subscription service called the “fly
buys max” that have offered the fresh products to the people at a convenient pricing. The
company have provided the people the access to the unlimited video streaming on the website
that have garnered the attention of people (Keegan, 2017) The company provides the
discounts on the various kinds of bookings that are made with the help of the fly buy travel
portal of the company that have drawn a large number of people in Australia. The discounts
are provided in the cinema along with the theme park tickets that have appealed to the people
who are concerned about the budget.
The market segment which is targeted by Coles Supermarkets are the young people
who are concerned about their well-being and the health. The company offers the customers
the food along with the drink products of the greatest quality that proves to be convenient for
the people. The company pays attention on the reduction of the risk nutrients that helps in the
maintenance of health of the people. The company have removed the artificial colours along
with the flavours from the food and the drink products that have helped in appealing to the
millennials. The positioning strategy which have been taken recourse to by the company is
that it provides the facility of the home delivery that helps in catering to the needs of the
people who lead a hectic lifestyle in Australia. The personalised features of the products of
the company draws the young people that have ensured the popularity of the supermarket in
the country (Chaffey & Ellis-Chadwick, 2019). The company have been instrumental in the
creation of the food and the drink standard range products which are free from the artificial

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flavours that have proved to be a successful strategy for the company. The products of the
company contains the natural colour alternatives that have enhanced the image of the
company in the market. The natural flavouring is used by the company that have increased
the prestige of the company before the people. The company have the rigorous supplier
requirements along with the inspection program that have helped in meeting the product
certification standard (Wilson et al., 2016). The food safety program helps in covering the
manufacturing along with the warehousing in relation to the frozen and the grocery products
that have helped the company in adhering to the food safety laws.
Digital marketing tools of Coles
Coles Supermarkets uses the digital marketing tools and the techniques that have
helped them in augmenting the consumer base. Australia have 13 million active users on the
platform of Face Book and the company makes use of the social media platform that have
helped it in reaching out to the people. The company takes recourse to the marketing tool of
Facebook Analytics that have helped it in tracking the engagement of the people. It have
aided the company in its growth and it have helped the company in getting the conversion
rate that can be utilised by the company for understanding the efficacy of the marketing
strategies which have been adopted by the company. It have helped the company in gaining
the essential metrics that have help them in understanding important aspects in relation to the
behaviour of the customers. It have helped the company in the arena of data visualization that
have proved to be a boon for the company. The company receives the alerts in the event of
any kind of significant changes in the metrics that can make the company gauge the changing
preferences of the customer. The technique of using Facebook Audience Insights have
provided aggregate information to company regarding the people who are connected to the
Facebook page of the company (Deepak & Jeyakumar, 2019). The company have produced
the content with the help of Facebook Audience Insights which resonates with the existing

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along with the prospective followers. The audience insights helps in combining the
relationship status along with the location of the people that aids company in knowing
regarding the kind of the people who are interested in the business. The objective of the usage
of Face Book analytics is that it can prove to be helpful for Coles Supermarkets in gaining
insight into the behaviour of the customers that can increase its profits (Tuten & Solomon,
2017).
Coles Supermarkets makes use of the You tube channel that have helped the company
in getting more than 370,000 subscribers. The company produces the informative videos
which are watched and shared by the people. The company organizes the videos into various
channels that are updated regularly that draws a large number of people. The tool of the
Hootsuite is used by the company that assists the company in the area of managing the
Youtube workflow. The company schedules the videos and shares them on the platform of
the social media that gets the attention of the people (Armstrong et al., 2018). It helps the
company in the management of the multiple You tube accounts that saves the time of the
company. The company can schedule the posts in the advance that have strengthened the
social media strategy of the company. The company takes recourse to the unique analytics
feature of Hootsuite that have provided the company with the in-depth information regarding
the right social media strategy for the company (Tuten & Solomon, 2017). The aim of using
this tool is to facilitate the sharing of the information in an easy manner that can be
instrumental in increasing the popularity of the company.
Coles Supermarkets uses the social media platform of the Instagram that have
increased number of followers of the company. The company takes recourse to the software
platform of the Grum that helps the company in scheduling the posts in a seamless manner. It
helps the organization in the creation of the editorial strategy that have improved the
convincing power of the ability of the company (Felix, Rauschnabel & Hinsch, 2017). The

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company publishes the photos on the multiple accounts in the same time that have served the
interests of the company. It provides the facility in the area of the tag management along with
the bulk uploads that facilitates the marketing of the company. The primary aim of this tool is
to pre-schedule the posts on the platform of the Instagram that can get the attention of people.
Strength and the weakness of the digital marketing strategy
Coles Supermarkets takes recourse to the social media marketing strategy that have its
strengths along with the weakness. The strength of the social media marketing lies in the fact
that it helps in increasing the brand awareness of a company. It improves the process of the
product recognition and helps it in interacting with the broad audience. It creates the
awareness pertaining to the products and the services of a company which can drive the
popularity of a company in the market. It aids in the process of maintenance of the customer
relationships that can help a company in getting the potential leads. Secondly, the
establishment of the social media marketing strategy helps the company in responding to the
demands of the specific customer that helps the customers in getting the satisfaction (Sajid,
2016). The customers feel satisfied in the event of getting the personalized responses that
makes them feel that the company is attentive to the demands of the people. It aids in
attracting the customers and it puts a company on a superior position when compared to the
other companies in the market. It helps in answering to the queries of the customer that helps
a company in solving the problems of the people. It helps a company in being proactive to the
needs of the people that makes them create a positive impression in front of the people. It can
create the way for the new purchases of a company and it can turn the negative experiences
of the people into the positive ones. Thirdly, the digital marketing strategy can be said to be
cost-effective mode of the advertising that can help the company in getting the greater returns
(Stephen, 2016). It can help a company in earning a greater amount of the revenue that
increases profits that are earned by a company. It proves to be helpful in the area of continual

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evaluation that assists the process of functioning of a company. It puts the resources of the
company in the right projects which proves to be conducive for the growth of the company
within the framework of the competitive environment.
The disadvantages of the social media marketing lies in the fact that it can expose a
company to the competitors that can be disadvantageous for a company. The competitors can
study the business methods of the company that can damage the reputation of a company. It
can risk the prospect of business of a company that can increase the chances of being outdone
with the competitors. Secondly, the weakness of digital marketing lies in the fact that it needs
the qualified personnel who can manage the account of the company and keep traffic of the
company under the control (Dahl, 2018). The company have to make the investment in the
apparatus that can create the way for the quality outcome for the company. Thirdly, the
process of the social media marketing can prove to be time consuming as the company have
to devote a great deal of time for the frequent publishing of the posts that can get the attention
of the people. The posts on the platform of the social media are ignored by the people owing
to the overflowing newsfeeds that can prove to be disadvantageous for a company (Wang &
Kim, 2017).
Recommendations
There are certain recommendations that can be taken recourse to by Coles
Supermarkets that can be instrumental in increasing the prospects of the company. Coles
Supermarkets can take recourse to the Face Book photo posts that can help the company in
showing off the products. It can create the higher engagement when compared to the text
posts that can strengthen the position of the company. It can increase the visual appeal of the
products of the company that can increase the popularity of the company (Ismail, 2017). The
usage of the info graphic can increase the chances of success of the company and it can create
a dominant position of the company within the market of Australia. Coles Supermarkets can

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optimize the video on the platform of the You Tube with the help of the keyword research
that can prove to be profitable for the company. The company take recourse to Bulk Suggest
Tool that can help the company in performing the keyword research in relation to the videos.
It can aid company in understanding interests of the target audience that can be helpful for the
development of the company. It can be used for the generation of the keyword ideas that can
be helpful for company in getting maximum returns from the people.
Conclusion
Coles Supermarkets targets budget conscious people who wants to buy the products of
the lower pricing. The millennials who are careful about their health are targeted by the
company as the company produces the high quality products at the affordable pricing. The
organization makes use of Facebook Analytics that engages the people and helps the people
in its growth. Coles Supermarkets uses You tube channel which helps company in getting
large number of subscribers. Informative videos are produced by the company which are
shared by people that facilitates marketing of company. Instagram is used by the organization
and the software of Grum is used by company for scheduling of posts seamlessly. It can help
the company in the area of pre-scheduling of the posts that can enable it to reach out to a
large number of people. It is recommended that Coles Supermarkets can make use of Face
Book photo posts which can enable company in showing the products. It can pave the path
for higher engagement that can improve prestige of company in the market.

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References
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introduction. Pearson UK.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Coles.com.au. (2020). Coles Supermarkets. Retrieved 3 February 2020, from
https://www.coles.com.au/
Dahl, S. (2018). Social media marketing: Theories and applications. Sage.
Deepak, R. K. A., & Jeyakumar, S. (2019). Marketing management. Educreation Publishing.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand
loyalty. Asia Pacific Journal of Marketing and Logistics.
Keegan, W. J. (2017). Global marketing management. Pearson India.
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing
management: an Asian perspective. Pearson.
Sajid, S. I. (2016). Social media and its role in marketing.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, 17-21.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.

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Wang, Z., & Kim, H. G. (2017). Can social media marketing improve customer relationship
capabilities and firm performance? Dynamic capability perspective. Journal of
Interactive Marketing, 39, 15-26.
Wilson, A., Zeithaml, V., Bitner, M. J., & Gremler, D. (2016). Services marketing:
Integrating customer focus across the firm.