Integrated Marketing Communication: A Report on Woolworths Strategies

This report provides an in-depth analysis of Woolworths' integrated marketing communication (IMC) strategies. It begins with an executive summary and introduction, followed by a discussion of theoretical communication models, including those proposed by Belch et al., emphasizing the increasing use of modern tools and techniques in information sharing. The report then delves into the importance of communication in IMC, evaluating Woolworths' approach, which encompasses advertising, social media marketing, direct marketing, and email campaigns. The analysis highlights the effectiveness of these strategies in attracting customers, building brand awareness, and fostering customer engagement. The report concludes with recommendations for Woolworths to further enhance its IMC efforts, focusing on leveraging its unique selling proposition and effectively communicating with its target audience to maintain a competitive edge in the market. The research draws on various sources to provide a comprehensive understanding of Woolworths' marketing communication practices and their impact on business performance.

INTEGRATED
MARKETING
COMMMUNICATIONS

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................1
1. INTRODUCTION.......................................................................................................................2
2. FINDINGS AND DISCUSSION................................................................................................2
Theoretical communication model..............................................................................................2
3. ANALYSIS AND EVALUATION.............................................................................................5
Importance of understanding communication in IMC.................................................................5
Woolworth Limited approach to IMC.........................................................................................6
4. RECOMMENDATION...............................................................................................................7
5. CONCLUSION............................................................................................................................9
6. REFERENCES..........................................................................................................................10

EXECUTIVE SUMMARY
The theory presented by Belch et al. in the year 2014 explains that the use of modern
tools and techniques are increasing at a faster rate which also aids in sharing and communicating
information. Advertising is crucial in attracting more customers, and it is also useful in
generating awareness among customers regarding the availability of products and services. At
the same time, it also includes the importance of direct marketing which immediately changes
the purchase decision of clients.
It can be stated that Woolworths has adopted effective practices of IMC and it has
contributed a lot to the development of the enterprise. It can be suggested that Woolworths
Limited should focus on highlighting its unique selling proposition while communicating with
the target audience.
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1. INTRODUCTION
Marketing communication is the process in which company adopts different
communication tools and techniques to spread information from one place to another place. In
contemporary scenario, all the business entities are focusing on diverse methodologies
(Armstrong, Kotler, Harker, & Brennan, 2015). Hence, it can be said that marketing
communication is a complex procedure that aids the business entity to communicate a message
with the customers regarding the availability of products and services.
The present research study has been made on Woolworths which operates business as a
retail entity in Australia. Further, in the study discussion has been included regarding the
importance of marketing communication in IMC. Along with this, theoretical communication
model is also discussed which helps the business entity in managing suitable communication
among business and customers. Along with this, the researcher has the also discussed several
strategies that can enhance communication capability of Woolworths. Lastly, in the study,
recommendations are being stated to meet contemporary needs of the customers.
2. FINDINGS AND DISCUSSION
Theoretical communication model
Communication strategy holds huge value in transferring information from one person
to another; hence to specify the attributes, theoretical a model is being stated which is being
proposed by Belch et al. in the year 2014. The theory states that use of modern tools and
techniques are increasing at a faster rate which also aids in sharing and communicating
information (Belch & Belch, 2014). The Internet is considered as the primary source that aids
that the business entities to grab the attention of a larger number of customers towards existing
products and services. Several external agencies are working in this domain wherein they play a
crucial role in formulating effective strategies for the business in the area of communication.
Along with this, use of external tools is also amending to transfer information to
different customers at a time. This also showcases the importance of elements of promotional
mix (Blakeman, 2014). Strategies such as direct marketing, personal selling, sales promotions
and development of public relations aids the organizations to sustain in competitive market for
longer span. Proper sharing of information helps the business entity to acquire greater market
share and alongside it also contributes in meeting defined aim and objectives.
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Advertising is essential in attracting larger number of customers and it is also useful in
generating awareness among customers regarding the availability of products and services. At
the same time, it also includes the importance of direct marketing which immediately changes
the purchase decision of customers (Belch G. E., Belch, Kerr, & Powell, 2014). According to
positive perception, purchase of product takes place. Moreover, sales promotion is yet another
technique that is used to promote the products and also to encourage the customers to buy the
product. Company also provides discounts and schemes to the customers so that to amend the
ratio of sales and also to enhance the profitability ratio. In emerging market, organizations are
focusing on building effective relations with the customers for the purpose of becoming highly
customer oriented.
Thus, considering the same, companies are emphasizing on developing strong public
relations to satisfy the customers and also to retain them for longer time period. This not only
facilitates repeat purchase, but also it leads to create competitive edge over the rivalries.
Therefore, summing up it is evident that communication strategy of every business entity is
different; however the tools are quite similar to use (Blakeman, 2014). Communication strategy
states that advertising and promotional mediums are useful in terms of sharing information
among customers in the best possible manner.
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Prior communicating information among the customers, it is essential for the business
entity to show greater consideration towards the use of marketing channel. This will aid in
communicating the message abruptly among the customers. At the same time, it can also work in
enhancing customer base. To operate the business successfully in the market place, it is crucial
for the organization to define communication objectives (Luxton, Reid, & Mavondo, 2015). This
can also aid in adopting suitable standards to attain organizational goals. In addition to this, the
budget is vital to be developed so that resource allocation process can be managed in an optimum
manner. Integrated marketing communication shows a link between promotional strategies and
elements of the marketing mix; hence appropriate strategies should be utilized in the form of
advertising the products and services (Thorson & Moore, 2013). Hence, this can also enhance the
performance of the business entity in external competitive market place.
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3. ANALYSIS AND EVALUATION
Importance of understanding communication in IMC
Communication plays most important role in the organization as it is direct influences the
purchase behavior of the target market and in turn, allows business to accomplish desired goals
and objectives (Carroll, 2015). Further, it is one of the ultimate purposes of every company to
communicate business information with its target market in an efficient manner with the motive
to strengthen customer base. In short, without communication, the concept of Integrated
Marketing Communication is of no use, and it directly acts as the challenge in accomplishing the
desired objectives.
It allows in building the positive perception of the firm in the mind of the target market
and serves as the development tool (Schlinke & Crain, 2013). Further, it is a well-known fact
that every consumer may not perceive products of the enterprise positively and due to this
reason, it is mandatory for the business to build the positive image with the help of effective
communication strategy. The primary mode of communication takes into consideration
advertising, social media, print media, etc. through which it becomes easy to share information
with the customers (Ewing & Ramaseshan, 2015).
Selection of appropriate communication method through the selection of right channel
allows the company in gaining the competitive edge, and in turn, all the challenges present in the
external environment can be tackled quickly. In short, communication is considered as the key to
success that enhances business performance in the market. In case if any organization does not
focus on communication with its target market then customers will not be aware of the products
and services offered in the market (Florès, 2014). In the modern era, the concept of social media
as a communication tool has gained popularity where large numbers of businesses have adopted
this tool so that customer base can be enhanced and along with this the most crucial information
linked with products, services can be shared.
Considering the case of Woolworths Ltd where organization believes the concept of
Integrated marketing communication as most important. Further, business has employed a large
number of strategies for sharing information linked with products with its valued customers. The
central communication platform is the physical stores of the company which directly acts as the
primary source of attraction. All sort of convenience and comfort are provided to the customers
so that they are brand loyal towards the products. Moreover, direct marketing and customer
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email strategy concept have been undertaken through which proper communication with the
target market takes place (Nirjar, Acharya, & Ojha, 2014). Apart from this, social media
channels are also conducted where products are promoted through the assistance of sales
promotion strategies such as offering discount and another form of offers on the products. It
allows in attracting a large number of customers and in turn sales revenue of the company
increases through this (Saenko, Akhmetov, Mamatelashvili, & Pismennaya, 2016).
The market where Woolworths Ltd operates is highly challenging where significant
challenges such as competition, political barriers, etc. have adversely affected the operations of
the company. Therefore, this is the main reason for undertaking effective communication
strategy for building the relationship with the customers and rendering high-quality products to
the target market (Manser Payne, Peltier, & Barger, 2017).
Woolworth Limited approach to IMC
The selected business enterprise is making use of various integrated marketing
communication channels and tools. For example, it has adopted advertisement as a tool for
carrying out marketing and promotion of its products and services. In simpler term, the
advertisement can be described as a paid formed of non-personal communication. Woolworth
Limited advertises its products and services on newspaper, television and online mediums.
Furthermore, Woolworth limited is also considered as the top spenders in Australia in terms
spending resources in the advertisement (Patti, Hartley, van Dessel, & Baack, 2017).
The rationale behind using advertisement as an integrated marketing communication tool
is that it helps in communicating, interacting with people in the market and at the same time it
results in enhancing the brand image and brand equity of Woolworth Limited. The retailer is also
making use of communication tools such as social media to promote its different services and
products. In last few years, social media has emerged as one of the biggest and most potential
platforms for businesses regarding marketing products and services. The use of social media
channels is carried out with a purpose to interact with customers and seek inputs from clients
about the process of new product development (Percy, 2014).
Other than this, the use of social media as a marketing communication tool support
Woolworths limited in improving customer service and maintain a strong brand image in the
marketplace. The increasing users of social media have helped Woolworths limited in finding out
new customers and enhance the figure of sales and profitability. The marketing and promotion of
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product/services offered by Woolworths limited are carried out on social media platforms such
as Instagram, Facebook, and Twitter. Social media is very cost effective regarding marketing
communication tool, and therefore, it is contributing a lot to the overall success of the Australian
retailer (Parente & Strausbaugh-Hutchinson, 2014).
Another form of internet marketing communication tool which has been used by the
selected business enterprise is email. The brand has maintained an excellent strategy of emailing
its customers at regular intervals. These emails help Woolworths limited to pass information to
customers about new products, services, modification in existing products and arrival of new
offers. Thus, emails play a crucial role in increasing the demand for the company’s products and
services among people in the market.
Sometimes, the business also makes use of integrated marketing communication channels
such as direct marketing to increase the existing figures of its sales and profitability. It can be
stated that Woolworth’s limited approach towards IMC is quite efficient and it has supported the
brand in accomplishing its short and long term business objectives (Provost, 2014).
Communication tools such as direct marketing have helped Woolworths limited in finding out
new customers and enhance its existing market share.
The use of direct marketing has provided the organization with an opportunity to develop
a list of new and potential prospects who can become future customers of the brand. Apart from
this, the use of direct marketing has resulted in increasing the rate of up sell or repeat purchase
(Royle & Laing, 2014). It has supported the selected company in retaining its old customers in
the best possible manner. On the contrary of this, it can be expressed that the best thing about
Woolworth's limited approach to IMC is that it has developed the effective system of monitoring
and the company carries out changes in its IMC strategy at regular intervals.
4. RECOMMENDATION
 It can be recommended that Woolworths limited should focus on identifying its target
audience before formulating marketing communication mix. The rationale behind this is
that selection of target audience will support the retailer in the selection of appropriate
and more practical tools and techniques of communication. Along with this, selection of
target audience is also essential in defining factors such as what to communicate and
when to communicate.
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 It is suggested that the business enterprise should emphasize more on formulating the
objectives and aim of communication. The reason behind this is that goals and aim will
provide a clear cut direction to a company regarding where it should place its efforts and
resources linked with communication.
 It can also be recommended that Woolworths limited should uncover its unique selling
propositions and should display the same through marketing communication tools. It can
be expressed that the use of unique selling proposition will support the organization in
differentiating itself from the other players operating in the retail industry of Australia. In
addition to this, it will give the clear reason to customers in terms of why they should
prefer and purchase products offered by Woolworths limited.
 At the time of selecting and implementing the tools of marketing communication, it is
required by Woolworths limited to ensure that the way in which messages are delivered
to target audience remains consistent. It can be expressed that consistency in messaging
will support in the development of Woolworths limited as a strong brand in the
marketplace.
 From the overall analysis, it has been found that Woolworths Ltd more relies on
advertising and another form of promotional tools. So it is recommended to an enterprise
to focus on sales promotion strategies where offering discount on the continuous basis
can allow in enhancing sales volume and can act as the main tool for the customer
attraction. Therefore, sales promotion strategies must be integrated into the marketing
plan.
 The overall survey must be carried out in the market with the motive to know whether the
present communication strategies of a company are capable enough in sharing
information linked with the products or not. Through this, it is possible to modify the
current advertising modes.
 Time to time new information must be updated on the social media platform such as
facebook where the different type of events can be organized through which customer
involvement is possible. Highlighting the main advantages associated with purchasing
the products of a company can surely be beneficial for the organization and in turn can
act as the major source of competitive advantage.
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 The concept of microblogging must be undertaken by the business through which short
sentences that can be framed from a promotional point of view where short videos can be
shared with the target market that can influence the purchase behavior of the target
market.
5. CONCLUSION
From the above study, it can be inferred that integrated marketing communication
provides businesses with a potential platform to interact with customers and identify their
changing demand. In addition to this, the tools linked with IMC have supported Woolworths
limited in creating awareness about its products and services in the market. The tools have also
contributed a lot in creating demand among people in the marketplace. Integrated marketing
communication is important because it helps business to gain the competitive advantage over the
other market players operating in the industry. It can be inferred that the approach of
Woolworths limited towards IMC is competent enough to accomplish its long term goals and
objectives.
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6. REFERENCES
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
London: Pearson Education.
Belch, E. G., & Belch, A. M. (2014, February 10). Advertising and promotion: An integrated
marketing communication perspective. Retrieved August 25, 2017, from Advertising and
promotion: http://hfs1.duytan.edu.vn/upload/ebooks/5183.pdf
Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated
marketing communication perspective. New York: McGraw-Hill Education.
Blakeman, R. (2014). Integrated marketing communication: creative strategy from idea to
implementation. Maryland: Rowman & Littlefield.
Carroll, C. E. (2015). The handbook of communication and corporate reputation . New Jersey:
John Wiley & Sons.
Ewing, M. T., & Ramaseshan, B. (2015). Integrated marketing communications: Conflicts of
interest, politics and performance. Switzerland: Springer, Cham.
Florès, L. (2014). From 360° communication to integrated marketing communication. In How to
Measure Digital Marketing. London: Palgrave Macmillan UK.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising , 37-46.
Manser Payne, E., Peltier, J., & Barger, V. A. (2017). Omni-channel marketing, integrated
marketing communications, and consumer engagement: a research agenda. Journal of Research
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Nirjar, A., Acharya, M., & Ojha, D. (2014). Integrated Marketing Communication in
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Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to
marketing communication plans. Massachusetts: Cengage Learning.
Patti, C. H., Hartley, S. W., van Dessel, M. M., & Baack, D. W. (2017). Improving integrated
marketing communications practices: a comparison of objectives and results. Journal of
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Percy, L. (2014). Strategic integrated marketing communications. Abingdon: Routledge.
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