HI5004 Marketing Management: Coles Group Marketing Plan Project Report

This report analyzes the marketing management of the Coles Group, a major Australian retailer. It begins with an introduction to marketing management and its importance in identifying customer needs and market trends. The analysis covers the context and environments in which Coles operates, including political, economic, social, and technological factors. The report then delves into Coles' marketing strategies and plans, focusing on market segmentation, targeting, and positioning. Brand positioning and brand equity are examined, highlighting Coles' focus on packaged food to cater to busy consumers. The report also discusses Coles' marketing communication strategies, including its use of e-commerce and social media, and its integrated marketing channels and distribution system, such as the redevelopment of supermarket outlets to include ready-to-eat food items. The conclusion emphasizes the essential role of marketing management in identifying requirements and strategies for business success. References from relevant academic sources are included to support the analysis.

MARKETING MANAGEMENT

INTRODUCTION
MARKETING MANAGEMENT IS A VERY
IMPORTANT PROCESS THAT HELPS IN
IDENTIFYING CUSTOMERS’ NEEDS AND
MARKET TRENDS THAT FURTHER HELPS
IN IMPROVISING THE PRODUCTS AND
SERVICES OF THE ORGANIZATIONS.

ANALYSE THE CONTEXT AND ENVIRONMENTS IN WHICH THIS ORGANISATION OPERATES
• POLITICAL FACTOR
• ECONOMIC FACTOR
• SOCIAL FACTOR
• TECHNOLOGICAL FACTOR

MARKETING STRATEGIES AND PLANS
• MARKETING STRATEGIES ARE
EFFECTIVE FOR RETAILERS TO
UNDERSTAND THE MARKET
TRENDS AND ACCORDINGLY
SATISFY ITS CUSTOMERS (BAKER,
2016).

IDENTIFYING MARKET SEGMENTS AND TARGETS
• SEGMENTATION-THE MARKETING TEAM OF THE
COLES GROUP HAS BEEN TRYING TO SEGMENT THE
MARKET OF AUSTRALIA ACCORDING TO THE
DIFFERENT CHARACTERISTIC (GUMMESSON, 2017)
• TARGETING-THE SECOND STEP THAT FOLLOWS
AFTER PROPER MARKET SEGMENTATION IS
DEVELOPING THE TARGET GROUP OF PEOPLE WHO
CAN BE MOST INFLUENCED BY THE PRODUCTS AND
SERVICES OF THE CONCERNED COMPANY
• POSITIONING-IN ORDER TO HAVE A SIGNIFICANT
IMPACT ON THE TARGET GROUP THE CONCERNED
COMPANY HAS BEEN DEVELOPING A RANGE OF
PRODUCTS

BRAND POSITIONING AND BRAND EQUITY
• COLES GROUP HAS BEEN TRYING TO ADD NEW
RANGE OF PRODUCTS BUT THEIR EMPHASIS HAS
BEEN ON THE PACKAGED FOOD. IT IS TO BE
BELIEVED THAT THE 50% TARGET GROUP OF
CUSTOMERS THAT ARE THE YOUNG PEOPLE WHO
ARE OFFICE GOERS AND DO NOT HAVE TIME TO
COOK THEIR FOOD. THEREFORE, PACKAGED AND
READY TO EAT FOOD CAN HELP THEM TO NOT TO
WORRY ABOUT THEIR DINNERS AS PROVIDED BY
THE CONCERNED ORGANISATION. THIS
PROPOSITION HAS HELPED THE COMPANY TO
RAISE THEIR SALES BY 10% WHICH HAS BEEN
FORECASTED TO RISE BY 12% IN THE COMING
FUTURE (COLESGROUP.COM.AU, 2019).

HANDLING MARKETING COMMUNICATION
• COLES GROUP IN ORDER TO PROMOTE THEIR
NEWLY DEVELOPED PRODUCTS AND
SERVICES HAS BEEN GOING ALL IN WITH
THEIR E-COMMERCE. COLES GROUP HAS
BEEN TRYING TO DEVELOP A SERIES OF
ACTIVITIES IN THEIR ALL SIX SOCIAL
NETWORKS THAT CAN HELP TO PROVIDE
GUIDANCE TO ALL THE CONSUMERS AND
TARGETED GROUP ON THE POTENTIAL OF
DELIVERING VALUE ON THE PRODUCTS AND
SERVICES PROVIDED BY THE CONCERNED
ORGANISATION (HUTCHINSON ET AL., 2015).

INTEGRATED MARKETING CHANNELS AND DISTRIBUTION SYSTEM
• COLES GROUP HAS BEEN TRYING TO
CAPITALIZE ON THEIR CONVENIENCE
STRATEGY BY REDEVELOPING 100
SUPERMARKET OUTLETS ON LAST SIX
MONTHS TO ADD MORE READY TO EAT AND
SEMI PREPARED FOOD ITEMS. THE
ORGANISATION HAS BEEN ALSO INCLUDING
75 NEW PRODUCTS IN THEIR EXISTING
PRODUCTS RANGE FOR STRENGTHENING THE
IDEA OF READY TO EAT
MEALS(COLESGROUP.COM.AU, 2019).

COLES GROUP NET REVENUE

CONCLUSION
• IN CONCLUSION IT CAN BE SAID THAT
THE MARKETING MANAGEMENT IS A N
ESSENTIAL PROCESS THAT NEEDS TO
BE TAKEN FOR THE COMPANY TO
IDENTIFY ALL THE BASIC
REQUIREMENTS AND STRATEGIES TO
BE FOLLOWED.

REFERENCES
• HAIDER, A. A., ZAFAR, A., KHALID, A., MAJID, A., ABDULLAH, M. A., & SARWAR, M.
B. (2019). MARKETING MANAGEMENT.
• CHERNEV, A., (2018). STRATEGIC MARKETING MANAGEMENT. CEREBELLUM PRESS.
• BAKER, M. J. (2016). WHAT IS MARKETING?. IN THE MARKETING BOOK (PP. 25-42).
ROUTLEDGE.