Digital Marketing Communications Plan: Woolworths - Australia

This report presents a comprehensive digital marketing communications (DMC) plan for Woolworths Supermarkets in Australia. It begins with a company overview, followed by a competitive and SWOT analysis, examining the company's strengths, weaknesses, opportunities, and threats. The report then analyzes Woolworths' target marketing, positioning, and branding from a digital perspective, offering recommendations for improvement. Key elements include the definition of DMC objectives and the development of a DMC mix plan, encompassing strategies such as email marketing, search engine optimization, pay-per-click advertising, and social media marketing. The report concludes with recommendations for monitoring and control, emphasizing the importance of tracking key performance indicators to measure the effectiveness of the proposed strategies, ultimately aiming to enhance Woolworths' marketing efficiency and customer engagement.

Running head: DIGITAL MARKETING COMMUNICATIONS
Digital Marketing Communications
Name of student
Name of University
Author note

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Table of Contents
Introduction................................................................................................................................3
Company overview....................................................................................................................3
Competitive and SWOT analysis...............................................................................................3
Target marketing, positioning and branding from a digital perspective....................................4
Digital Marketing Communications or DMC objectives...........................................................5
DMC Mix plan...........................................................................................................................5
Recommendations:.................................................................................................................6
Monitoring and control..............................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................7

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Introduction
The Digital Marketing Communications, also referred to as the DMC is an effective
way to market the products and services of an organisation on the digital platforms and
ensure communicating with the various stakeholders in business to facilitate collaboration
and strengthen relationships with the industry partners too. The DMC has been aimed at
improving the level of business communication, furthermore, ensure tangible contribution to
the value creation to facilitate the marketing efficiency and target the right audiences in
different marker segments with ease and effectiveness (Royle & Laing, 2014). This kind of
marketing and communications technique allows for using the different media channels and
the business organisation chosen here as the case study is the Woolworths Supermarkets in
Australia (Woolworths.com.au, 2019).
Company overview
Woolworths Supermarkets is a major retail supermarket chain in Australia that has
prioritised on the delivery of grocery products as well as other electronic products and
services to cater the needs and requirements of the customers. The parent organisation is
Woolworths Group and the number of employees is more than 115000. The revenue
generated by the company is nearing 6000 crores AUD. The company is known for its
delivery of good quality grocery items including vegetables, fruit, meat, packaged food items,
etc.
Competitive and SWOT analysis
Strengths
 One of the largest retail supermarket
chain that has been a pioneer in
introducing retail trade model
Weaknesses
 The positioning of the brand and its
products has been quite confusing
due to the targeting of multiple

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 There are more than 900 + stores all
over, which allows for wider
distribution of products and services
in the marketplace
 More than 100000 employees
working for the organisation have
been skilled, knowledgeable and
expert in their respective areas
(Karjaluoto, Ulkuniemi &
Mustonen, 2015)
 Positive brand image, name and
identity
 More than 80 percent market share is
acquired by Woolworths
 A diverse group of people has
constituted the workforce of the
organisation
market segments consisting of
people from different income levels
 Price wars has competition within
the retail industry have also been
weaknesses that can contribute to the
poor management of business
functioning (Chaffey & Ellis-
Chadwick, 2019)
 Limited global presence of the brand
when compared to the competitors
Opportunities
 The self-checkout process and
personalised services integrated with
the artificial intelligence has
facilitated the brand experience
Threats
 The major threats are caused due to
the presence of competitors within
the industry
 The threats of new entrants in the
market and substitute products could

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among the customers (Killian &
McManus, 2015)
 The differentiation of products could
also make the company ain
sustenance within the competitive
business environment consisting of
rivalries
 The strategic acqusitions and
introducing new stores in new
geographies could also create
opportunity for the business to create
global presence
(Woolworths.com.au, 2019).
also cause major threats for the
company
 The rising cost of raw materials and
economic recession could also affect
the overall growth and development
of business (Yadav et al., 2015)
The major competitors of Woolworths in Australia are Coles Group, LIDL, Tesco,
Carrefour, Amazon, etc. Due to the presence of similar retail supermarket chains in the
industry, there have been new entrants and substitute products in the market, which often
hinder the successful management of competitiveness and survival within the competitive
business environment (Ryan, 2016).
Target marketing, positioning and branding from a digital perspective
From the digital perspectives, Woolworths has aimed at identifying the market
segments comprising of customers and made sure to meet the needs of clients in different
segments to achieve the goal of higher revenue generation in business. The target market is

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the household segment comprising of customers within the retail market and thus the
company is more specialised in the marketing of groceries and other household items
(Taiminen & Karjaluoto, 2015). The company introduced a new set of fashion accessories
and women wear for targeting the female consumers in the different market segments too.
Due to this, the market share has mostly been dominated by the company, which has helped
in gaining a good position within the retail market of Australia (Woolworths.com.au, 2019).
Considering the digital perspectives, the target positioning also should allow
positioning the products and services in different online and digital platforms to ensure that
these are distributed properly in the different market segments for influencing the consumer
buying behaviours. The use of social media platforms and other digital platforms could also
allow for enhancing the brand presence and ensure influencing the mind sets of customers
positively to encourage higher sales revenue and profit level to be achieved effectively too
(Chaffey & Smith, 2013). The Big Data analytics also favoured the positioning with the
analysis of behavioural analytics if the customers and drive the traffic on the company
website with accuracy.

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The target market positioning should enable identifying the proposition for each
segments and prioritise on the use of digital online channels for the purpose of improving the
online value proposition, furthermore, facilitate the lifecycle brand development for
Woolworths, Australia.
Digital Marketing Communications or DMC objectives
The main Digital Marketing Communications objectives for Woolworths in Australia are
as follows:
 Enhance the sales generation and increase the leads to ensure smooth flow of cash and
revenue generation too
 Improve the appropriateness of the rate of conversion
 Enhance the organic traffic volumes to the website managed by the company
 Increase the percentage of repeated visitors on the website of the company

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 Generate more sales leads by the end of every month at Woolworths, Australia
DMC Mix plan
The Digital marketing and communications mix plan is to be developed for the
purpose of enhancing the marketing efficiency and ensure proper targeting, positioning and
segmentation of different marker segments for higher revenue generation. The email
marketing has been one of the most effective forms of digital marketing, which has helped
the company to use the database marketing and ensure segmenting the customer data and
information and at the same time, ensure that the targeted messages get delivered to the
customers within quick time and accurately (Järvinen & Karjaluoto, 2015). The email
marketing has facilitated personalised services and ensured that the relationship between the
business and its customers strengthen as well. This could be managed with the help of
database analysis and also by managing the Customer relationship management or CRM
system and also by designing the emails in the form of HTML (Andrews & Shimp, 2017).
The search engine optimisation is also recommended sometimes for the company to
increase the use of a specific keyword and also multiple keywords associated with the brand
products and services. This could also include on-site technical analysis and creation of
content for managing greater outreach to the clients, furthermore, facilitate the marketing
approaches with the help of blogging and development of links (Tiago & Veríssimo, 2014).
The pay per click could also be effective for the company to improving the marketing
effectiveness through management of paid advertisements in the search results. The organic
search results allow for managing the promotions of products and services of the company
and when clicked upon, a significant amount of money is obtained (Woolworths.com.au,
2019).

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Lastly, the most effective and quite popular form of marketing could be the use of
social media platforms, which is recommended, because Woolworths would be able to send
messages and information about the products and services through multiple social media
channels, i.e., Facebook, Twitter, LinkdIn and combine the proactive business development
procedures to fill the sales funnel (Fill & Turnbull, 2016). The use of social networks as part
of the marketing should create better awareness among the clients, furthermore, enhance the
customers’ services and enable innovation and creativity all throughout by reflecting upon the
marketing metrics too. The management of company website should also improve the level of
creativity and boost the traffic level to the website and make people know more about the
products and services (Rakić & Rakić, 2014). The customers would be able to provide their
views and opinions along with the queries, based on which, certain changes could be done to
ensure that the products and services are marketed perfectly and to ensure that the content
created, capture the imagination of customers in the marketplace (Woolworths.com.au,
2019).
Recommendations:
 It is recommended to use the social media platforms for the purpose of improving the
marketing efficiency and gain greater outreach to different market segments for
enhancing the level of awareness among the customers
 The promotions via social networks and management of company website could
further create enhancement of brand image, identity and awareness, furthermore
influence consumer buying behaviours and create loyalty and trust among them
 Investments on research and development has been recommended as well for
Woolworths, Australia to facilitate innovation, creativity and management of
innovative marketing techniques too

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Monitoring and control
The monitoring and control aspects are managed by the company through
measurement of performances of the strategies implemented by the organisation to improving
the digital marketing and communications. The performance of the strategies such as the
social media marketing strategy could be measured when there would be increase in
comments and posts along with higher traffic level on the website (Manser Payne et al.,
2017). The key performance indicators including the cost per acqusitions or CPA metric is
monitored to analyse the performance while on the social media platforms and company
managed website, the website traffic is monitored along with the comments of the clients to
understand how much awareness has been created. The tracking of online sales could be done
with the use of Google Analytics and also by using the Web Analytics platform while the
tracking of leads and sales based on the phone calls managed with the customers should
allow for better monitoring and control too (Stone & Woodcock, 2014). The measurement of
traffic from Organic search engine optimisation, reviewing the page views per visit and
tracking the bounce rates and make necessary changes to the marketing for improving the
effectiveness of marketing campaigns (Holliman & Rowley, 2014).
Conclusion
The report was prepared to manage the Digital Marketing and communications
strategy considering the business organization named Woolworths in Australia. The SWOT
analysis represented the major strengths of the organisation and the weaknesses along with
the opportunities and threats, based on which, the marketing, positioning and segmentation
were done to ensure the right digital communications and marketing strategy too. The DMC
mix plan also enabled various digital and online marketing strategies such as management of
social media marketing, search engine optimisation and pay per click strategy to ensure
facilitation of marketing strategies and strengthened relationship between the business and its

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customers too. The monitoring and control enabled measurement of website traffic, page
review, cost per acqusitions and tracking bounce rates too, among which, the social media
marketing had been the most effective marketing approach to ensure consistent
communications and marketing too for Woolworths, Australia.

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References
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of
integrated marketing communications. Nelson Education.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
https://books.google.co.in/books?hl=en&lr=&id=-1yGDwAAQBAJ&oi=fnd&pg=PT20&dq=Chaffey,
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Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your
digital marketing. Routledge.
https://www.taylorfrancis.com/books/9780203082812
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and
participation. Pearson.
https://researchportal.port.ac.uk/portal/en/publications/marketing-communications(eaa636e3-
aa3a-48c0-90a5-200f3d3f3b34).html
Holliman, G., & Rowley, J. (2014). Business to business digital content marketing:
marketers’ perceptions of best practice. Journal of research in interactive
marketing, 8(4), 269-293.
https://www.emerald.com/insight/content/doi/10.1108/JRIM-02-2014-0013/full/html