Digital Marketing Communication Plan for Woolworths (MKG203)

This report presents a comprehensive digital marketing communication (DMC) plan for Woolworths Limited. It begins with an executive summary and introduction, followed by a detailed company introduction. A competitive analysis is conducted using Porter's Five Forces, and a SWOT analysis assesses Woolworths' internal and external environments. The report identifies the target market and relevant branding and positioning strategies. It then outlines a social media campaign strategy, including paid, owned, and earned media approaches. The DMC objectives and mix plan, encompassing content marketing, social media management, and email marketing, are discussed. Finally, monitoring and control strategies are presented, concluding with a summary of the findings. The report aims to enhance Woolworths' digital marketing performance and achieve competitive advantages in the retail sector.

Running head: MARKETING AND MANAGEMENT
Marketing and Management

MARKETING AND MANAGEMENT 2
Executive summary
The main purpose of conducting this research is to develop digital marketing communication to
accomplish the competitive advantages in the context of Woolworths limited. Moreover, this
report evaluated the competitive assessment that is implemented for identifying the competitive
position related to Woolworths. Porter five force models are executed to identify the real rivalry
condition related to the retail field. Furthermore, SWOT evaluation is applied to assess the
internal and external condition with respect to Woolworths.
The company will target urban people for selling the goods and services. In addition, there are
certain approaches for endorsing the campaign regarding social media like paid media, owned
media design, placement and earned media. It would be effective for achieving competitive
benefits. It is evaluated that some tools of digital marketing communication could be
implemented via Woolworths limited like e-mail marketing; content marketing, social media
management as well as, search engine marketing. It is demonstrated that monitoring and a
controlling tool is executed for effectively deal within a company.

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Table of Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................4
Company introduction.....................................................................................................................4
Competitive analysis........................................................................................................................4
SWOT analysis................................................................................................................................6
Identification of Target market (s) and relevant Branding and positioning strategies....................7
The strategy of a social media campaign.........................................................................................7
Digital marketing communication objectives..................................................................................9
Digital marketing communication Mix plan....................................................................................9
Monitoring and control..................................................................................................................11
Conclusion.....................................................................................................................................11
Appendices....................................................................................................................................13
References......................................................................................................................................13

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Introduction
This report evaluates the brief assessment of Woolworths. It also assesses the competitive
condition and SWOT assessment. It assesses the objectives of digital marketing. It also identifies
the branding, targeting with positioning strategies. It also assesses strategies regarding DMC
related to Woolworths. In the last, it evaluates the controlling and monitoring strategies for the
company.
Company introduction
Woolworths is the biggest supermarket chain in Australia. It also deals in approximate 995 stores
across Australia. It also recruited 115,000 team members within the distribution centres, stores
and facilitating offices to deliver the value, range, convenience, distribution centres with better
services. Along with this, Woolworth pride itself to work nearly to growers and farmers of
Australia in order to make sure a high-quality product that is existed to customers. In addition, it
sources 96% of all fresh fruits with vegetables and 100% of fresh meat via Australian farmers
and growers. It also facilitates fresh food to the customers of Australia (Woolworths, 2019).
Competitive analysis
Threats of New Entrants
In the context of the Australian retail industry, threats related to new entrants are high. Since new
entrants develop the innovation and implement the new technique to deal in an organization.
Therefore, it could create complexities for Woolworths. In addition, new entrants can use lower-
cost strategy and providing a new value proposition and reduces the expenses to persuade the
bulk of consumers. There is a requirement that Woolworths reduces obstacles and creating
strategies to protect the edge of rivalry (Haag, Sallnäs, & Sandberg, 2019).
Bargaining Power of Suppliers

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In the context of the retail industry, the company can acquire data via several suppliers. In
addition to this, suppliers can reduce their margin in a leading position. However, there is a
requirement to practice effective approach. Those goods that these suppliers provide fairly
standardized as well as, less differentiated and have low switching costs (Fernie & Sparks,
2018).
Bargaining Power of Buyers
It creates it easier for buyers like Woolworths limited to switch the suppliers. It also creates
weaker forces regarding the bargaining power of suppliers. In addition to this, suppliers do not
provide realistic threat for forwarding incorporation within the industry in which, Woolworths
limited deals (Pederzoli & Kuppelwieser, 2015). In the retail industry, it demonstrates the weaker
forces of the bargaining power of suppliers. It is identified that income of buyers within retain
sector is low and that indicates the higher demand related to purchasing at low cost as well as,
developing buyers more responsive in the context of rates. It also creates weaker forces to the
purchasing power of buyer within the retail industry (Harris & Piercy, 2015).
Threats of Substitute Products or Services
There are certain substitutes that are accessible for products that are manufactured within the
industry in which, Woolworth’s limited deals. There are some available substitutes that are
produced via low profit-earning sectors. It shows that there is no ceiling about the maximum
profit that a company could earn without the industry in which, Woolworths limited operates. All
of these factors develop threats about the substitution products that weaker forces within retail
sectors (Anselmsson, Bondesson, & Melin, 2016).
Rivalry among the Existing Competitors

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The fixed costs are higher within high within the industry in which, Woolworth Limited
operates. It creates corporations within the sector for pushing the full capacity. It also shows
these firms may reduce their prices in case of reducing demand. It creates competition among
existing corporations that has a stronger force in the context of the retail industry. There are
some competitions that have larger market share hence it shows that Woolworths needs to
engage in performing competitive activities. As a result, it aids to get the competitive positive as
well as, become a market leader. It also creates competition among existing corporations
stronger forces in the context of the retail sector (Kaul, 2017).
SWOT analysis
Strength
1. Woolworths is a leading company among
competitors due to initiating advance retail
trading techniques.
2. Recognized retail name in the nation of
Australia that has over 900 stores
3. The firm has more than 100,000
employees
4. It organizes distinct brand loyalty
initiatives for its regular customers.
5. Strong brand name due to proficient
operations.
6. There are several private label brands
where, Woolworths are renowned among
consumers (Angulo-Ruiz, Donthu, Prior, &
Rialp, 2018).
Weakness
1. Woolworths has sufficient international
availability rather than another rivalry.
2. The gaining availability related to the
online brand has constrained growth (Kumar,
2018).
Opportunities
1. Woolworths can encourage the brand
through advertising, promotion, and
sponsorships.
2. It also emphasizes on growth though
strategically acquisition and
franchise techniques in emerging
nations.
3. It also starts the stores within newer
geography because it can improve
the organizations for Woolworths
(Mitchell, et. al., 2015).
Threats
1. Increasing raw material costs from
both food and non-food will influence
the whole margin of profit.
2. Recession within economic can hinder
overall growth strategy regarding
starting a large number of stores.
3. High competition between key market
participants can affect the business
performance of Woolworths
(Gornostaeva, et. al., 2019).

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Identification of Target market (s) and relevant Branding and positioning strategies
The purpose of endorsing purchasing attitude of customers in targeted money and time is a
significant strategy of marketing will be executed by Woolworths. Since, this marketing
approach emphasizes on marketing mix strategy that can be beneficial for a company to focus on
a high amount of consumers to attain competitive advantageous (Gornostaeva, et. al., 2019).
Positioning
Woolworths can emphasize on urban customers for obtaining higher profit. The key intention of
selecting these customers is that urban customers are highly engaged to take services of retail
sectors more repeatedly rather than another field. It can be advantageous to obtain reliable results
(Dias & Braga Junior, 2016).
The strategy of a social media campaign
Several strategies can be implemented by Woolworth's firm for reducing the concern of company
within minimum time as well as, costs. These tools could be a social listening plan, earned
media, paid media design as well as, placement (Reimer & Becker, 2015). It is discussed as
follow:
Paid Media Design & Placement
(Sources: Bilińska-Reformat, Kucharska, Twardzik, & Dolega, 2019).
Woolworths can create depth knowledge in the context of the retail industry as well as, different
benefits provide through practicing placement as well as, paid media design tools. It can utilize

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several sources for operating the business as well as, makes a secure transaction. These sources
are paid social, LinkedIn, display, YouTube, as well as, pay per click. Hence, this tool is more
vital to grow the business and also practiced in creating a significant plan for the company (Oh &
Polidan, 2018).
Owned Media Design & Placement
(Sources: Yu, 2019).
Woolworths Company can implement owned media design as well as, placement tool to endorse
their products and services within a different region of the country. The company can use several
components for developing their distinguish goodwill in the environment as well as, more
advantageous. These components could be mobile site, company blog as well as, websites of the
company (Ziliani & Ieva, 2015).
Earned Media & Social Listening Plan
With the purpose of persuading specific and potential consumers and creates a positive
association with them within minimum time. It can use earned media and social listening plan
tool. The key intention of this approach is that it is supportive for the company to create the
healthy as well as, two-way communication among Woolworths Company and its consumers
(Kasemsap, 2018).

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Digital marketing communication objectives
 To assess the awareness associated with retail sectors as well as, their significant plans
among the high amount of consumers through 35% within 4 months of next period.
 To attain about 40% of the demand of customers within the next 12 months.
 To gain the revenue of the company by 35% within the next 6 months.
Digital marketing communication Mix plan
A prominent tool related to digital marketing communication mix plan can be executed through
Woolworth because it makes competent the company for creating direct communication with
consumers as well as, supportive for creating attractive feedback. The company can use this
approach at a wider category to enlarge its retail business in an authentic manner as well as,
attain maximum success rates (Nagendra, 2015).
Content Marketing
It is addressed that content marketing tool is significant with the purpose of Woolworth as a
company can practice this technique for acquiring trustworthy and valid information as well as,
could use storytelling technique to spread the awareness regarding the brand. Moreover, this tool
will be supportive of a firm to focus on targeted customers in order to achieve competitive
benefits. It is also addressed that this tool of marketing is facilitating for creating a relationship
with targeted consumers for longer time (Ziliani & Ieva, 2015).
Social media management
Social media management can be an essential element in the context of Woolworth limited in
current business circumstance as it enhances the image of the firm. In this way, the organization
can spread their information related to retail services and plan between targeted customers via
implementing social media (Kumar, 2018).

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There are some sources like Facebook, Twitter, Snapchat and Pinterest that would be effective
for the firm in order to achieve the goals. It is addressed that social media management is a tool
that can be effective to endorse the products and services regarding Woolworths. It is stated that
social media management is a tool for persuading a large amount of consumer via one platform
such as social media websites (Angulo-Ruiz, Donthu, Prior, & Rialp, 2018).
Moreover, social media could create the capabilities for companies in terms of sharing the facts
and also facilitates the method to improve direct communication with customers, rivalry, partners
and, followers. It can be a significant component to increase the knowledge about services as
well as, provides the offers among the bulk of consumers in a feasible way (Mitchell, et. al.,
2015).
Social media marketing can avoid the challenge to perform direct communication with a specific
consumer. In such a manner, the company needs to provide effective customer services along
with reacting effectively via feedback on social media. In addition to this, positive feedback
about social media can be beneficial for pulling the attention of potential consumers.
Unfavourable feedback focuses on sectors in which, Woolworths can enhance their business
performance (Gornostaeva, et. al., 2019).
Email Marketing
Under current times, e-mail marketing could be a beneficial tool for companies to create an
effective relationship with their consumers via continually update regarding email. Moreover,
Woolworths limited can increase the awareness regarding retail facilities and can be helpful to
increase the knowledge associated with the demand of consumers and needs for goods and
services (Dias & Braga Junior, 2016).
SEO (search engine optimization)

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It is an essential tactic that demonstrates content on websites, therefore, a search engine can
demonstrate it on top-level while some keywords are assessed by the user. There are some search
engines that can be implemented via consumers to increase the responsiveness of customers.
These strategies are Yahoo, Bing, and Google. Search engine optimization demonstrates the
keywords that can be typed via consumers to enhance the knowledge in the context of goods and
services of Woolworths (Reimer & Becker, 2015).
Monitoring and control
Feedback
Woolworths can implement feedback techniques and collects the views about consumers for
increasing the knowledge of the real situation of the company. Along with this, the feedback
technique can be effective for Woolworth with respect to gaining the awareness of brands
(Gornostaeva, et. al., 2019).
Return on investment
Under the digital marketing plan, return on investment can be an effective strategy as it will
assess the overall inflow and outflow regarding cash. This technique can direct the overall inflow
and outflow of cash. This technique can direct the company to spend money on specific areas
about the attainment of goals (Mitchell, et. al., 2015).
Conclusion
As per the above discussion, it can be summarised that Woolworth’s company could execute the
competitive evaluation tool to assess the condition of the industry. In addition, SWOT
assessment is executed through assessing the condition with regards to external with the internal
atmosphere at the workplace.

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It could be concluded that Woolworth can create digital marketing objectives as well as,
facilitates support to develop digital marketing approach for the corporation. It can be illustrated
that Woolworth can consider positioning, branding with targeting strategy. It can implement
some strategies in the context of digital marketing communication like content marketing, social
media, SEO as well as, e-mail marketing. It can be concluded that Woolworths can use some
approaches to control and monitor like feedbacks and ROI.