IMC Plan: Analysis of Woolworths' Marketing Communication Strategies

This report provides a comprehensive analysis of Woolworths' integrated marketing communication (IMC) plan. It begins with an executive summary outlining the benefits of IMC and the report's structure, focusing on the 'GREEN IS THE NEW IN' campaign. The report details IMC objectives like brand awareness, favorable attitudes, and brand loyalty, emphasizing the SMART criteria. It then explores segmentation and target market analysis, including demographic, psychographic, geographic, and generational segmentation, along with the benefits of market segmentation and the identification of Woolworths' primary and secondary target markets. The report further covers creative ideas, positioning strategies, communication and media mix strategies, budget considerations, and an evaluation matrix, concluding with recommendations. The report highlights how IMC can enhance brand image, customer relationships, and marketing efficiency for Woolworths within the Australian retail market, emphasizing the importance of integrated promotional tools and strategies.

Running Header: Integrated Marketing Communication
Integrated Marketing Communication
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Integrated Marketing Communication
Executive Summary
In the beneath exhibited report, it has been investigated that incorporated showcasing
correspondence has been one of the methodologies which can be embraced by the business
enterprise. The report has been majorly focused on integrated marketing communication plan
which has been developed and designed Woolworths. The IMC plan will aid the business entity
with the application and approaches which are linked to the communication strategies and offer
varied range of benefits. Moreover, the usage of this approach in the hierarchical structure will
make the business element to overcome any issues between the workers and will likewise help
the element in advancing the products and services. This model of communication moreover
helps in business promoting and besides by virtue of direct interchanges with the clients.
Affiliations will have the ability to propel their things and organizations in the target market and
besides will make trust among the buyers. Incorporated showcasing correspondence process is a
contemporary framework which scores over the standard parts. The report has been fragmented
in a different division and which involves different parts which are displayed as takes after. The
first is the IMC targets which involve the essential objectives of the substance for actualizing this
system. Promote the key targets of the IMC designs are additionally portrayed, for example,
mark mindfulness, great state of mind, mark faithfulness and so on. The following is the
investigation which has been done on the objective market and division approaches. Further, an
innovative thought with respect to the item crusade has been displayed and a situating technique
for building up the same has been portrayed. Moreover, mechanisms for communicating and
conveying the messages are utilized as devices for advancing the battle or occasion have been
portrayed. The last part of the report has been analyzed on the budget which comprises of the
particulars and the expenses which will be incurred during the IMC plan. And the last part is of
the evaluation matrix which offers more exposure as compared to the traditional marketing
campaign and also the concept can be considered as a great option for creative marketing events

Integrated Marketing Communication
Contents
Introduction......................................................................................................................................4
IMC objectives.................................................................................................................................5
Segmentation & target market analysis...........................................................................................5
Creative idea....................................................................................................................................8
Positioning strategy.......................................................................................................................10
Communication and media mix strategy.......................................................................................11
Communication strategies..........................................................................................................11
Media mix strategies..................................................................................................................12
Budget............................................................................................................................................12
Appendix 1.............................................................................................................................13
Evaluation matrix.......................................................................................................................13
Recommendations from employees...............................................................................................13
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

Integrated Marketing Communication
Introduction
A model or a theory which has been considered as liable and relevant for the accomplishment of
the objectives and goals of the marketing campaign and this is done through a well-coordinated
use of various promotional mechanisms and tools which are cavernous to strengthen each other.
On the basis of the research which has been executed by American Association of Advertising
Agencies about the concept of integrated marketing communication, and according to which the
term IMC values the comprehensive plan which will be evaluating the strategic roles of the
variety of communication disciplines (Spacechimp 2011). This is also involved in advertising,
public relations, personal selling, sales promotion which is then combined for providing a clarity
consistency and maximum communication impacts. IMC will be proven very much beneficial
for the business entity in varied senses. The biggest advantage of implementing this approach is
that it goes a long way for developing brand awareness among the market and that too at a
minimum expense. This model of communication also aids in business marketing and also in the
case of direct interactions with the clients. Organizations will be able to promote their products
and services in the target market and also will be developing trust among the consumers.
Integrated marketing communication process is a contemporary mechanism which scores over
the traditional mechanisms. This approach focuses on not only attaining the new consumers but
also development and maintaining long-term healthy relationships with them. This approach also
aids in saving time as it is wasted in figuring out for the best and the most appropriate marketing
tool. The below-executed analysis has been furnished after conducting a detailed research on
Woolworths Ltd which is Australian brand equity and is well renowned in the sector of
supermarkets. It was established on 5 December 1924 and its home office is situated in Bella
Vista, New South Wales, Australia, by F.W. Woolworth (Businessstudynotes 2015). Moreover,
the report has been made focused on the IMC campaign which is named as “GREEN IS THE
NEW IN”. The organization gives prizes and reliability reward to the clients in the event that
they purchase an item from the organization's stores. The facility of the rebate on the item is
additionally accessible as indicated by the regions. The rivals of the organization in Australia
incorporate, Coles, Aldi, etc. Woolworths serves around 18 million clients consistently and they
offer an incentive to every last one. Woolworths is an Australian markets organization which
operates in retail and general store items.

Integrated Marketing Communication
IMC objectives
IMC (integrated marketing communications) remains for incorporated advertising interchanges.
The concept has been considered as a wide advertising idea that spotlights on staying with
showcasing and correspondence endeavors reliable and facilitated (Uwaterloo 2014). Thus, any
messages the organization conveys through any sort of media ought to fortify a steady brand
picture. Powerful IMC objectives are particular, quantifiable, evaluated and have an expressed
time period. The below mentioned are the IMC objectives:
Brand awareness: A standout amongst the most widely recognized and easy IMC objectives are
developing brand awareness. Prior to selling the particular items Woolworths, it needs to make
brand awareness among its target market, and this should be done for spreading awareness and
also its significance (Smartling 2017). For instance, a brand-awareness objective may state
"Increment brand awareness by 20 percent within three months."
Favorable attitude: After the business organization sets up brand awareness, its next real
advance is to influence clients to purchase its products and services. As an IMC objective,
influence may incorporate making a great brand attitude or a high expectation to purchase among
clients. The business entity may also evaluate general attitudes toward its image prior and then
afterward a promoting effort to check whether they moved forward (Entrepreneur 2017). It could
likewise think about the aim of clients to purchase after the marketing event.
Brand loyalty: The ultimate and the final objective of this approach can be considered as the
loyalty of the clients and the consumers which can be also termed as development and
maintaining the strong and loyal relations with the consumers (Garvey, 2014). Woolworths can
set brand loyalty as the IMC objective which can further comprise of increasing the customer
database by 25% overall and enhancing the existing customer base by 15% within the time
duration of 6 months.
S: The marketing objectives are required to be significant for the entity and the same should be
for the employees
M: The objectives should be so developed that they are easily measurable. For instance, the
promotions should increase the customer base by 25%.
A: Moreover, the objectives should be practically attainable.
R: The objectives should be based on some real facts and figures; no fake assumptions are
required to be developed.
T: There should be a fixed deadline for completion of the tasks or the determined goals.
Segmentation & target market analysis
Segmentation

Integrated Marketing Communication
The concept segmentation is concerned with analysis which has been executed on the division of
the market and the consumers (Grunig, 2013). This analysis is focused on the divisions of the
consumers which is done so as to plan the strategies so as to develop and design the products and
the services as per the requirements of the consumers. The below presented are the main
variables which will aid Woolworths in the segmentation process:
Demographic segmentation: - The economic condition of Australia is considered as very much
favorable for the development and growth of the supermarket. The region has also been rated
under the category of developed nations and on the basis of the survey it has also been observed
that income level and standard of living of the people is quite high (McQuail & Windahl, 2015).
Moreover, this segment also includes consumers of different age groups, family size income and
buying patterns etc.
Psychographic segmentation: - This is one of the most significant segments in the executed
analysis as it includes the traits, values, and lifestyles of consumers. Generally, Woolworths
should target the consumers from every income groups as the supermarkets have products range
from low cost to premium and which can be afforded by each income group. Moreover, it has
also been observed that purchasing power of the consumer in Australia is relatively high.
Geographic segmentation: This type of segmentation is based on the division which is executed
on the basis of the geographical variables (Arnold & Boggs, 2015). The needs and the
requirements of the consumers vary on the basis of their geographical conditions. And hence the
business entity is required to maintain the availability of the products on the basis of these
requirements.
Generations: The concept of generational marketing has been based on the segmentation of
population on the varied range of demographic and psychographic variables (Richards &
Schmidt, 2014). This strategy can be used by Woolworths for attaining competitive advantage
and also for digging up the clients.
Benefits: The main objective of the marketing segmentation is to analyze the marketing
conditions and also the consumers so as to divert the efforts of the workforce in a right direction.
This objective can also be considered as one of the biggest advantages of this process. This will
also benefit the Woolworths is bringing the reduction in a number of expense as there will be
minimization in the wastage due to the diversion of efforts in the right direction (Kraidy, 2017).
Moreover, this will also aid the business corporation in bringing enhancement in the satisfaction

Integrated Marketing Communication
level of consumers as requirements and needs of the consumers are considered on priority due to
segmentation.
Usage: Minimization of the wastage of the efforts of the employees which was earlier was done
in analyzing the market and consumer trends (Jensen, 2013). This approach also aids the
business corporation in developing and designing of better and improved goods which will
enhance the customer satisfaction.
Target market
The target market is the segments of the consumers which are developed by the business
corporation on the basis of some the variable which is considered as an integral part of the
process of sales (Zillmann, 2013). As this segmentation will offer Woolworths with the data
about the consumers and their behaviors, needs, requirements, and demands. This will aid the
business entity in developing and designing the products and services as per the requirements of
the consumers. Moreover, the essential target advertises is where the organization trusts that they
will be to give their most obvious opportunity. Woolworth likewise has an essential target
advertise that incorporates clients having high-wage chunks. The organization goes for social
advancement and focus on the natural needs of the client. That is the reason the product is
offered to the constrained scope of the general population. However, store items are accessible
for all age assemble individuals. The expectation for everyday comforts or lifestyle of the
Australians is very high when contrasted with alternate nations. On the basis of the survey, it has
been observed that over 76% of the general population purchase goods from stores and
supermarkets. This demonstrates the expectation for everyday comforts of the Australians
(Kasper & Kellerman, 2014). So it without a doubt demonstrates that the organization can easily
gain a benefit subsequent to focusing on the essential market. The next concept is the secondary
target market which has been considered as the second most imperative for the organization. The
general populations who purchase the item as per their inclination are the second most empirical
clients. The clients of the specific item just create a deal for one item. Henceforth, organization
concentrates on this market on the auxiliary premise. The disposition of the client towards a
result of the Woolworth goes under the conduct of the client for that item. Eventually,
organization chose at whatever point client inclination is for a solitary item then it goes ahead the
auxiliary market. Moreover, the business corporation can also make adoption of target market

Integrated Marketing Communication
strategy which will enhance the quality of the process and will also aid the business entity in a
number of other aspects (Richards & Schmidt, 2014). The business corporation can make use of
differentiated marketing strategy for targeting the segmented consumers:
Differentiated strategy: A differentiated marketing system is a point at which an organization
makes crusades that interest to no less than two market sections or target gatherings. For
instance, Woolworths can advance for a sale that interests to individuals in two different cities
and regions, or the organization can advertise an item that interests to ladies in no less than two
age gatherings. Differentiated marketing techniques can target numerous portions; shoe
organizations regularly make crusades that interest to the two men and ladies in an assortment of
age gatherings. Differentiated marketing techniques can likewise utilize distinctive messages in a
similar battle for various portions. For instance, a retailer may showcase ease to a financial plan
cognizant section and item quality to a princely market portion.
This strategy can be proven beneficial for Woolworths as it will develop differentiation among
the products and which will attain the competitive advantage among the competitors.
Creative idea
The below mentioned is the marketing campaign which has been launched by
Woolworths and the mentioned are the core components of the advertising campaign.
Campaign name: “GREEN IS THE NEW IN”
Message theme: The theme of the message is creating awareness for environment safety and
going green (Ginsburg, Kinsman & American Academy of Pediatrics. 2017).
Core message: The main aim of the marketing campaign is to develop and creating awareness
regarding the environment and significance of the same. Moreover, as Woolworths is dealing in
supermarkets the entity wants to sell the products without harming the environment (Lawrie,
2014).
Creative effective advertisements involve significantly more than just having an incredible item
or a sharp motto. The innovative procedure of promoting requires watchful arranging with
respect to the imperative aspects of ads and ads. Every promotion comprises of different

Integrated Marketing Communication
components that are coordinated to shape a cognizant message that will achieve the objective
group of viewers and influence the consumer to settle on a choice to buy the item. Woolworths
can make utilization of innovative techniques to create powerful promoting messages. Each
component of the publicizing message is painstakingly arranged and executed (Beach, 2014).
Sponsors utilize distinctive execution systems and publicizing advances to achieve the intended
interest group with an enticing message that contains both verbal and visual viewpoints. The
main objective of the message strategy is communicating the brand and the products to the target
market and that too in a creative and influential manner. This concept can also be considered as
the plan for the generation and development of the advertisement. The business entity can
develop and utilize a combination of rational and emotional appeals in the message strategy. The
following is the creative message strategy .i.e. Cognitive strategy. This strategy can be adapted
by Woolworths LTD.
Cognitive Strategy
The prime objective of the cognitive message strategy is to outline an advertising which will
affect the trust or knowledge of customers (Hatziargyriou, 2014). For instance, in case of
PepsiCo Vietnam, the latest business technique of Pepsi in 2012 is discharged in the USA and
after that all-inclusive. With the trademark “Live for the time being", Pepsi conveyed the
message to clients particularly youthful eras, Pepsi has been turning into the second well-known
brand on the planet and saw profoundly as the basic drink which helps individuals to invigorate
and recuperation vitality after occupied day.
Designing an ad which will impose impacts on the audience beliefs and also on the data structure
has been considered as the prime goals of the cognitive message strategy approach. Woolworths
can be attained by suggesting benefits from anyone (Percy, 2014). The food items from the
supermarkets of Woolworths can be considered as a relevant example in this case. Food can be
presented as healthful, enjoyable tasting, or low calorie. Moreover, another example could be a
tool of any type, and this product can be described as being durable, convenient, or easy to use.
Hence it has been observed that the main goal of this approach is to make clear and also create
awareness of the benefits to the consumer. This strategy has also been sub-divided into five
major forms which are as follows.

Integrated Marketing Communication
Generic messages
Preemptive messages
Unique selling proposition
Hyperbole
Comparative advertisements
From the above-presented description, it has analyzed that the cognitive message strategy has
been proven beneficial for the business corporation in terms of a number of aspects. By
developing awareness about the products and their particular features the business entity will be
enhancing and bringing an increase in the sales and demand for the products and services
(Blakeman, 2014). Moreover, the products will be having a distinct image among the
competitors and this will aid them in attaining a competitive advantage.
Positioning strategy
The idea of situating methodology has been considered as a mindful arrangement or system
which has been working on the emblematic levels of the shoppers' awareness. Likewise, the
situating technique has been produced on business data and seeks after to make the point by
point chain of words which will build up the adjust ideas of separation, refinement, and likeness
in a brought together brand-account. This has been considered for the long haul exertion and
which is executed for setting the brand value and furthermore of its items or administrations.
This will likewise build up a novel space in the psyches of the focused on purchasers and which
will be demonstrated especially helpful for the business substance (Thorson & Moore, 2013).
This can also be considered as the attempt which has been executed by the business corporation
so as to set the brand apart from the audience and also stimulate the way in which the target
market observes them. On the basis of the research which had been conducted in the sector of the
supermarkets of Australia, it has been observed that Woolworth in Australian regions have a
relatively high demand as compared to its competitors. And the same can be analyzed by
measuring the expenses incurred by the governing bodies on the concerning sector. On the basis
of the further study which has been executed on the marketing trends, it has been observed that
Australia spends $32.6 billion at Woolworths which is high as compared to the other
supermarkets in the sector of the region. And all these variables have been dictating the
popularity of the brand and the position of the business corporation. Moreover, it has been
analyzed that the business entity has been ranked on 1st position in Australia.

Integrated Marketing Communication
Unique selling proposition: The concept can be defined as the factor of consideration which has
been presented by the seller. This concept has also been considered as the key to effective selling
and this can only be done after pinpointing the business in a unique manner in the world of the
homogenous products and competitors. This will require the business corporation to pinpoint
some hard soul searching and creativity.
Communication and media mix strategy
Communication strategies
A communication strategy has been considered as a critical piece which is bridging the gaps
between the situational analysis and the adoption of the societal and the behavioral change
communication program (Belch et al., 2014). Moreover, it can also be termed as the transmission
of the information and data between the individuals within the business organization. The below
mentioned are the most integral factors of the concept:
Elements needed
Goals
Important self-checks
The below presented are the communication strategies which can be implemented by
Woolworths Pvt Ltd:
The business entity and the team should focus on the issues and the problems, not on the person.
The seniors and the superiors are required to be genuine, not manipulative.
Flexibility should be maintained by the team leaders and the authorities.
A sense of equality should be maintained by the team leads and the superior authorities.
The below mentioned are some of the main communication strategies which can be adopted by
Woolworths:
Advertising: The business entity can make use of a number of advertising tools and mechanisms
which will aid the corporation in attaining the new customers and will also enhance the
awareness about the products and the services of the company.
Sales promotion: The concept is concerned with the promotions which are made by the business
entity by adopting some offers and schemes or also by offering free cost services and products as
samples.

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Direct marketing: This strategy can be considered as one of the most effective mechanisms
which can be utilized in the company is expecting to launch a new product or while entering the
new market or region (Edsa 2017).
Personal selling: This strategy has also been considered as one of the most effective
mechanisms or tool to communicate and develop relations with the consumers and target market
(Knowthis 2017). The biggest advantage of personal selling is that it offers immediate results
and which make the team and the entity about the effectiveness of the strategies and plans which
are implemented.
Personal relations: This strategy will enable the business entity to develop a distinct image in
the market and also in the minds of the consumers. This will also bring an increase in the market
share as the consumers will think to perceive the promoted products and also a hike in the
goodwill will be observed.
Media mix strategies
Digital media: This concept has been considered one of the contemporary means of the
medium or a platform which communicates the message the messages which are required to
be conveyed by the business entity till the targeted segments. This mix involves utilization of
the tools such as blogs, cell phone applications, email etc.
Print media: This involves pamphlets, business magazines, newspapers, billboards etc. are
some of the main tools which are considered as relevant for communicating the messages.
Social media: This is another tool or mechanism which has been considered as one of the
fastest in the list of the communication strategies. This mechanism is very much effective
and is widely used a tool.
Earned media: This concept can be considered as the online word of mouth which is
generally determined and presented in the form of viral tendencies, mentions, shares, reports,
reviews, recommendations.
Owned media: This form of media mix is any web property which can be controlled and is
unique for the brand of the business corporation (titangrowth 2017).
Paid media: This media can be considered as a good medium and also a good way to
promote the product or service for driving earned media.
Budget
The concept of budgeting can be considered as the plan or the strategies which are required
to be developed by the business corporation so as to plan for the expenses done. Budgets are
considered as an integral part and which is also liable in operating the business in a successful
manner (Mymoneycoach 2017). This concept has also been nominated as the key to the

Integrated Marketing Communication
successful business organization. The concept of budgetary control can also be considered
as a mechanism whereby actual results are compared with budgets. The term budget can
be termed as a quantitative plan which can be utilized as a mechanism for deciding which
operations and functionalities will be selected in the long run ( business and
finance.expertscolumn 2015). For instance, in case of Woolworths, the budgeting for
operations comprises of the following:
Predicting the future sales
Developing estimates for long-run cash collections and payments
Appendix 1
Evaluation matrix
The below mentioned are the advantages and disadvantages of the matrix .i.e. the IMC matrix:
Advantages
This mechanism can be considered as the best way to guarantee success with the integrated
marketing communication plan.
This matrix offers more exposure as compared to the traditional marketing campaign.
Ensures your messaging stays consistent across the web
This concept can be considered as a great option for creative marketing events.
Disadvantages
A concept is an expensive option as compared to the traditional marketing campaign.
Sometimes the matrix accidentally overkills for some marketing goals.
The concept requires a large number of resources for managing the communication con multiple
marketing channels.
Recommendations from employees
The business entity is required to adopt the most contemporary approaches and models for
managing the communication within the organization and IMC is the most preferred option.
Effective communication strategies will enhance the organizational operations and
functionalities which will in-turn will lead to success and growth of the business corporations.
Open and informal communication procedures should be implemented so as to increase the
involvement of employees within the operations within the organizational structure.
Appropriate and advanced training sessions and crash courses which are related or should be
organized so as to bring enhancement in the selling and communicating skills and capabilities.
This will offer them an ease while interacting with the consumers and the clients.

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The employees expect to be involved in the marketing campaigns and events as volunteers so as
to enhance their potential and expertise on the same grounds.
Training sessions over the use of equipment’s and tools which are utilized in the manufacturing
processes and operations.
An open form of communication process should be developed which will aid the middle and
lower level employees to have interaction with management level staff. This will enhance their
expertise to another level.
The executives have recommended to authorize them to offer the additional services and offers
for building the relations with the consumers which in-turn will enhance their credibility and
goodwill.
The managerial staff should be provided with some advanced training sessions and programs
which will aid them in developing their interpersonal skills. And enhancement in the capabilities
and skills will help them in developing the connections and bonds with the lower and middle
level employees.
Open and informal communication approaches should be adopted so as to increase the
involvement of the middle and lower level employees in the managerial activities and
functionalities. This will also increase the dedication and interest of the employees which will in-
turn will offer a hike in the efficiency, effectiveness and productivity.
The engagement of the employees and lower level staff should also be increased in the decision
making process which will also increase their dedication and the same will be proven beneficial
for the business entity.
Additional incentives and rewards system can be adopted so as to praise the employees on their
performance.
Conclusion
In the limelight of the above-executed analysis, it has been concluded that Woolworths
has been planning for integrated marketing communication and the same should be implemented
for maintaining and developing an efficient and effective communication throughout the
organizational structure. Moreover, the business entity has been making use of a number of a
matrix and contemporary approaches for enhancing the efficiency and effectiveness of the
concept.

Integrated Marketing Communication
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sociolinguistic perspectives. Routledge.
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Appendix 1
CAMPAIGN TYPE QTY
PROJECTE
D COST PER
UNIT
PROJECTED
SUBTOTAL COMMENTS
National
Marketing
SUBTOTA
L
$
2,800.00
Banner Ads 4 $
700.00
$
2,800.00
$
-
$
-
Local Marketing SUBTOTA
L
$
6,800.00
Newspaper 6 $
600.00
$
3,600.00
In-Store Marketing 4 $
500.00
$
2,000.00
POP 2 $
600.00
$
1,200.00
$
-
Public Relations SUBTOTA
L
$
800.00
Public Events $
-
Sponsorships $
-
Press Releases 8 $
100.00
$
800.00
Webinars $
-
Conferences $
-
Client Events $
-
$
-
Content Marketing SUBTOTA
L
$
14,400.00
Sponsored Content $
-
Landing Page 12 $
1,200.00
$
14,400.00

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White Papers /
ebooks
$
-
$
-
Social Media SUBTOTA
L
$
10,200.00
Twitter 20 $
150.00
$
3,000.00
Facebook 20 $
150.00
$
3,000.00
Pinterest 10 $
150.00
$
1,500.00
Instagram 10 $
150.00
$
1,500.00
Google+ 4 $
150.00
$
600.00
LinkedIn 4 $
150.00
$
600.00
Online SUBTOTA
L
$
3,000.00
Blog 4 $
750.00
$
3,000.00
Website $
-
Mobile App $
-
Mobile Alerts $
-
Email Newsletter $
-
$
-
Advertising SUBTOTA
L
$
9,500.00
Online 4 $
2,000.00
$
8,000.00
Print 2 $
750.00
$
1,500.00
Outdoor $
-
Radio $
-
Television $
-
$
-

Integrated Marketing Communication
$
-
Web SUBTOTA
L
$
6,000.00
Development 1 $
6,000.00
$
6,000.00
Pay-Per-Click
Marketing
$
-
SEO $
-
$
-
$
-
Market Research SUBTOTA
L
$
4,800.00
Surveys 6 $
800.00
$
4,800.00
Impact Studies $
-
$
-
Sales Campaigns SUBTOTA
L
$
5,900.00
Campaign A 1 $
5,900.00
$
5,900.00
Campaign B $
-
Campaign C $
-
Campaign D $
-
Campaign E $
-
$
-
Other SUBTOTA
L
$
3,165.00
Premiums 3 $
780.00
$
2,340.00
Corporate Branding $
-
Business Cards 15 $
55.00
$
825.00
Signage $
-

Integrated Marketing Communication
$
-
$
-