Digital Marketing Communications Plan for Woolworths (MKG203 Report)

This report offers a comprehensive digital marketing communications (DMC) plan tailored for Woolworths, Australia's largest supermarket chain. It begins with an executive summary highlighting the key objectives: achieving competitive advantages through digital marketing. The report conducts a thorough competitive analysis using Porter's Five Forces and a SWOT analysis to assess Woolworths' internal and external environments. It identifies the target market and outlines branding and positioning strategies. Furthermore, the report details a social media campaign strategy encompassing paid, owned, and earned media. It then discusses specific DMC objectives and presents a detailed DMC mix plan, including content marketing, social media management, email marketing, and SEO strategies, along with monitoring and control mechanisms. The plan aims to enhance brand awareness, increase customer demand, and boost revenue. The report is well-supported by references and appendices, providing a structured and insightful approach to digital marketing for the retail giant.

Running head: MARKETING
Marketing

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Executive summary
The key aim of this investigation is to create digital marketing communication for achieving
competitive benefits in Woolworths limited. In addition, this report assesses the competitive
evaluation, which is used for addressing the competitive position about Woolworth limited.
Porter five force models are implemented for addressing the actual competitive situation of the
retail sector. SWOT assessment is implemented for analyzing the internal position associated
with Woolworths. The company would target urban individual to sell products and services.
There are some strategies to endorse campaign about social media such as owned media design,
paid media design, earned med as well as, placement. It will lead to obtaining competitive
advantages. It is addressed that there are some techniques of digital marketing communication
that could be executed through Woolworths limited such as search engine marketing, e-mail
marketing, content marketing as well as, social media management. It is evaluated that
controlling and monitoring technique is applied to significantly operate within the firm.

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Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Company introduction.................................................................................................................................4
Competitive analysis...................................................................................................................................4
Threats of New Entrants..........................................................................................................................4
Bargaining Power of Suppliers................................................................................................................4
Bargaining Power of Buyers....................................................................................................................5
Threats of Substitute Products or Services...............................................................................................5
Rivalry among the Existing Competitors.................................................................................................5
SWOT analysis............................................................................................................................................6
Identification of Target market (s) and relevant Branding and positioning strategies..................................7
The strategy of a social media campaign.....................................................................................................8
Paid Media Design & Placement.............................................................................................................8
Owned Media Design & Placement.........................................................................................................8
Earned Media & Social Listening Plan....................................................................................................9
Digital marketing communication objectives..............................................................................................9
Digital marketing communication Mix plan..............................................................................................10
Content Marketing.................................................................................................................................10
Social media management.....................................................................................................................10
Email Marketing....................................................................................................................................11
SEO (search engine optimization).........................................................................................................11
Monitoring and control..............................................................................................................................11
Conclusion.................................................................................................................................................12
References.................................................................................................................................................13
Appendices................................................................................................................................................16

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Introduction
This report presents a brief evaluation of Woolworths. It also illustrates the competitive position
as well as, SWOT analysis. Moreover, it depicts digital marketing objectives. It evaluates the
targeting, branding as well as, positioning approaches. This report evaluates the objectives of
digital marketing communication as well as, strategies of DMC for Woolworths. It also
illustrates the monitoring as well as, controlling strategies for the firm.
Company introduction
Woolworths is the largest supermarket chain in Australia. It deals in about 995 stores across
Australia and employed 115,000 team members within the stores, distribution centres as well as,
supporting offices for offering consumers with range, value, convenience as well as, superior
facilities. In addition, Woolworth's pride itself for working nearly to farmers and growers of
Australia for making sure the best products that are available to consumers. Moreover, it sources
96% of all fresh vegetables and fruits as well as, 100% of fresh meat through Australian growers
and farmers. It provides fresh food to Australians (Woolworths, 2019).
Competitive analysis
Threats of New Entrants
Under Australian retail industry, threat of new entrants is high. Since, new entrants create
innovation as well as, execute the new tool for dealing within the business. Hence, it can develop
difficulties for Woolworths. New entrants could practice lower pricing approach as well as,
offering new value proposition as well as, declines the expenses for influencing the high amount
of customers. There is a need for Woolworths for declining the hurdles as well as, developing
approaches for securing the rivalry edge (Mathooko & Ogutu, 2015).
Bargaining Power of Suppliers

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Under the retail industry, company should acquire information through different suppliers.
Moreover, in a dominant position, suppliers could decline margin. But, there is a need for using a
significant strategy. Those products that these suppliers offer moderately standardized and less
differentiated as well as, have low switching expenses. It makes it easier for purchasers such as
Woolworths limited for switching the suppliers. It makes weaker force about the bargaining
power of suppliers. Suppliers do not offer credible threat to forwarding incorporation in an
industry where Woolworths limited deals. It makes weaker forces to bargaining power of
suppliers within retail industry (Mathooko, & Ogutu, 2015).
Bargaining Power of Buyers
Product differentiation within retail industry is high that indicates buyers are not competent for
addressing the alternative companies that produce a specific product. This complexity about
switching makes a weaker force to bargaining power of buyers within retail industry. Income of
purchaser s within industry is low that shows there are demands about buying at lower rates,
creating purchaser more responsive regarding price. It makes purchasing power of purchaser
weaker force within industry (Harding, 2017).
Threats of Substitute Products or Services
There are some substitutes that are accessible for products that are produced within industry
where Woolworths limited deals. Some substitutes are available as well as, produced through the
low profit-earning industries. It indicates that there is no ceiling regarding maximum profit that a
company can earn within industry where Woolworths limited deals. All of these factors create
threat regarding substitution products that weaker force within retail industry (Toro-Jarrín, et. al.,
2016).
Rivalry among the Existing Competitors

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The fixed expenses are high within industry where Woolworths limited deals. It makes
corporations within industry to push to full capacity. It indicates these corporations for declining
their rates while demand declining. It makes rivalry between current companies that a stronger
force within industry. There is some rivalry that has a larger market share. It indicates that these
would engage within competitive action for gaining the position as well as, becoming market
leaders. It makes competition between current companies stronger force within retail industry
(Zhao, et. al., 2016).
SWOT analysis
Strength
1. Woolworths is a pioneer as well as,
between the oldest firms for initiating
modern retail trade model.
2. Renowned retail name within Australia
with over 900 stores
3. The company has over 100,000
workforces
4. Woolworths has different brand loyalty
initiates for its regular consumers
5. Strong brand name as well as, efficient
operations.
6. There are different private label brands
through Woolworths that are renowned
among consumers (Spiller, & Tuten, 2015).
Weakness
1. Woolworths has adequate global
availability as compared to its key market
participants.
2. The increasing availability of the online
brand has restricted growths (Samran, et. al.,
2019).

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Opportunities
1. Woolworths could endorse brand via
advertising, sponsorship as well as,
promotion.
It also focuses on growth via strategic
acquisition as well as, franchise models
within emerging economies.
It opens up stores within newer geographies
as it could enhance the business for
Woolworths (Nikunen, et. al., 2017).
Threats
1. Increasing raw material expenses from both
non-food and food would affect the overall
profit margin
2. Recession in economic may hinder the
overall growth approach about the opening
more stores.
3. More rivalry through global players could
influence the business of Woolworths
(Patrutiu-Baltes, 2016).
Identification of Target market (s) and relevant Branding and positioning strategies
With the intention of promoting buying behaviour of consumers in predefined time and money,
an imperative approach of marketing would be implemented by Woolworth Company. Since,
this marketing strategy focuses on only marketing mix approach that could be advantageous for
the organization to concentrate on a large number of customers for achieving more amount of
benefit (Key, & Czaplewski, 2017).
Positioning
In order to attain more profits from urban consumers, Woolworth Company could focus on these
customers. The main purpose of choosing these consumers is that urban consumers use facilities
of the retail industry more frequently as compared to another sector. It could also be beneficial
for getting an authentic outcome (Kannan, 2017).
The strategy of a social media campaign

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Various strategies could be used by the Woolworth company to decline the issues of organization
in the least time duration and at minimum cost (Jackson, & Ahuja, 2016). These techniques are
paid media design, social listening plan with placement and earned media, which are described
as below:
Paid Media Design & Placement
(Sources: Fill & Turnbull, 2016).
Woolworths could obtain detailed information with respect to the retail industry and many
advantageous offers by utilizing various placement techniques and paid media design.
Woolworth could practice different sources to operate their business and make their transaction
more secure that is named as pay per click, paid social, LinkedIn, display and YouTube.
Therefore, this technique could be more prominent for growing the business effective plans of
the organization (Fill & Turnbull, 2016).
Owned Media Design & Placement

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(Sources: Confos & Davis, 2016).
Woolworths Company could execute owned media design and placement technique for
promoting their goods and services in the various region of the nation. The company could
utilize many elements in order to make their unique image in the marketplace and more benefits
and these elements are the websites of the organization, company blog and mobile site (Confos,
& Davis, 2016).
Earned Media & Social Listening Plan
With the intention of influencing particular and potential customers and make a favourable
relationship with them in the least time, Woolworths Company could utilize Earned media along
with social listening plan technique. The main purpose of this strategy is that it supports the
organization to develop a healthy and two-way conversation between Woolworths Company and
its customers (Ashley & Tuten, 2015).
Digital marketing communication objectives
 To explore the awareness related to retail industries and their effective plans amid a large
number of customers by 35% within the 4 months of the upcoming period.
 To achieve at least 40% of the customer’s demand within the upcoming 12 months.
 To increase the company’s revenue by 30% within the next 8 months.
Digital marketing communication Mix plan
A prominent technique of digital marketing communication mix plan could be implemented by
the Woolworth Company as it would enable the organization to make a direct conversation with
the customers and also supports to develop desirable feedback. The organization could practice
this strategy at a broad range for expanding its retail business in an authentic way and achieve
maximum success rate (Fill & Turnbull, 2016).

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Content Marketing
A content marketing technique is very useful for Woolworths Company as a company can utilize
this tool to get valid and trustworthy data and could also use storytelling method for spreading
the awareness about the brand. Further, this technique would also assist the company to target
the potential consumers for attaining a large amount of profit. It is also analysed that this
technique of marketing aids the organization to make an effective association with its specified
customers for an extensive period (Jackson & Ahuja, 2016).
Social media management
Social media management could be an effective factor for Woolworth limited in the existing
business condition as it improves the goodwill of the business. The company can enlarge the data
regarding retail facilities and plan among targeted consumers through executing social media. There
are different sources such as Twitter, Facebook, Snapchat as well as, Pinterest, which will be
supportive of the company for attaining the goals. It is evaluated that social media management is a
technique that could be supportive for promoting the products as well as, services about Woolworths
(Key & Czaplewski, 2017).
It is evaluated that social media management is a technique to influence the bulk of customers
through one platform like social media websites. Furthermore, social media can develop the
competencies for firms for sharing the information as well as, provides the mode for enhancing
direct interaction with the competitors, customers, followers as well as partners. It could be effective
elements for gaining the understanding regarding services and offers of Woolworth limited among
customers within an appropriate manner (Patrutiu Baltes, 2015).
Social media marketing could eliminate the challenges of performing direct communication with
particular customers. Woolworths can provide significant customer services as well as, reacting

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effectively through feedback on social media. Favourable feedback regarding social media could be
advantageous to influence prospected customers. Negative feedback emphasizes on sectors where,
Woolworths limited could enhance (Jackson & Ahuja, 2016).
Email Marketing
In the existing scenario, e-mail marketing could be an advantageous technique for the firm for
developing a significant association with their customers through constantly updating about
email. In addition, Woolworths limited could enhance the awareness about the retail services as
well as, could be supportive for gaining the understanding related to customer demand as well as,
requirements for products as well as, services (Kannan, 2017).
SEO (search engine optimization)
It is a significance tactic, which depicts content on websites hence search engine could depict it
on top-level whereas some keywords are evaluated through the user. There are several search
engines that could be applied through customers for gaining the customer responsiveness. These
strategies are Bing, Google as well as, Yahoo. Moreover, search engine optimization depicts
keywords that could be typed through customers for improving the understanding regarding
products and services of Woolworths limited (Confos, & Davis, 2016).
Monitoring and control
Feedback
Woolworths could execute feedback tools as well as, gathers the views regarding customers for
gaining the understanding of the real condition of the business. Feedback tool could be
supportive of the firm for increasing brand awareness (Kannan, 2017).
Return on investment

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In a digital marketing plan, ROI could be significant approach because it would evaluate the
overall outflow and inflow of cash. This method could lead the company to spend money on
particular areas regarding the achievement of objectives (Jackson & Ahuja, 2016).
Conclusion
According to the above interpretation, it can be concluded that the Woolworth Company can
implement the competitive evaluation technique for evaluating the situation of the industry.
Moreover, SWOT evaluation is implemented for determining the situation with respect to the
internal and external environment within an organization. It can be summarised that Woolworths
may develop digital marketing goals and provides assistance in developing digital marketing
strategies for the company. It can be evaluated the Woolworths limited can focus on targeting,
positioning as well as, branding approach. It could execute the several approaches associated
with digital marketing communication such as e-mail marketing, content marketing, and social
media as well as, SEO. It can be summarised that Woolworths could several strategies for
controlling and monitoring such as ROI as well as, feedbacks.

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References
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Confos, N., & Davis, T. (2016). Young consumer-brand relationship-building potential using
digital marketing. European Journal of Marketing, 50(11), 1993-2017.
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences, and
participation. Pearson.
Harding, S. (2017). MBA management models. Routledge.
Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), 170-186.
Kannan, P. K. (2017). Digital marketing: A framework, review, and research
agenda. International Journal of Research in Marketing, 34(1), 22-45.
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), 325-333.
Lüttgens, D., & Diener, K. (2016). Business model patterns used as a tool for creating (new)
innovative business models. Journal of Business Models, 4(3).
Mathooko, F. M., & Ogutu, M. (2015). Porter’s five competitive forces framework and other
factors that influence the choice of response strategies adopted by public universities in
Kenya. International Journal of Educational Management, 29(3), 334-354.
Nikunen, T., Saarela, M., Oikarinen, E. L., Muhos, M., & Isohella, L. (2017). Micro-Enterprise's
Digital Marketing Tools for Building Customer Relationships. Management
(18544223), 12(2).

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Patrutiu Baltes, L. (2015). A content marketing-the fundamental tool of digital
marketing. Bulletin of the Transilvania University of Brasov. Series V: Economic
Sciences, 8(2).
Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V, 9(2), 61.
Samran, Z., Wahyuni, S., Misril, M., Nabila, R., & Putri, A. (2019). Determination of Digital
Marketing Strategies As Effective Communication Techniques For GoOntravel Brand
Awareness. Journal of Research in Marketing, 9(3), 752-757.
Spiller, L., & Tuten, T. (2015). Integrating metrics across the marketing curriculum: The digital
and social media opportunity. Journal of Marketing Education, 37(2), 114-126.
Toro-Jarrín, M. A., Ponce-Jaramillo, I. E., & Güemes-Castorena, D. (2016). Methodology for the
building process integration of Business Model Canvas and Technological
Roadmap. Technological Forecasting and Social Change, 110, 213-225.
Woolworths. (2019). About us. Retrieved from:
https://www.woolworthsgroup.com.au/page/about-us#targetText=A%20BUSINESS
%20BUILT%20ON%20INTEGRITY&targetText=We%20are%20on%20a
%20mission,and%20quality%20for%20our%20customers.&targetText=We%20employ
%20201%2C000%20team%20members,across%20our%20brands%20every
%20week.&targetText=We%20are%20a%20trusted%20business,of%20local%20farmers
%20and%20manufacturers.

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Zhao, Z. Y., Zuo, J., Wu, P. H., Yan, H., & Zillante, G. (2016). Competitiveness assessment of
the biomass power generation industry in China: A five forces model study. Renewable
Energy, 89, 144-153.

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Appendices
Appendix1: Website redesign
It can be created through executing mock design associated with homepage and transformations
in hierarchy outline on websites. The given shortcut demonstrates current web page as well as,
transformation on main page is illustrated. It is evaluated that Woolworths can create required
transformation within websites into specified time for influencing high amount of customers. It
can entail some components at the time of redesign of websites like feedback column, retail
services as well as, ease services.
Woolworths could put more inclusive image on websites because it will be significant for
persuading large number of customers. It can also focus on some points such as range of retail
products and services, convenience websites, as well as, column feedback.

½ Price
SWAP DAY THIS SUNDAY
On sale Sunday 25th August 2019
25th August 10 am-7pm
At your local Woolworths
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Appendix 2: Design and present a monthly company email newsletter