Woolworths: A Literature Review of Marketing and Advertising Processes

This report offers a comprehensive analysis of Woolworths' marketing and advertising processes, fulfilling the requirements of a literature review assignment. It begins with an introduction to the importance of business processes in the marketing and advertising functional area. The report then provides examples of five specific processes, including promotional advertising, and analyzes their purpose. It details the steps and activities involved in each process, utilizing diagrams, and identifies key stakeholders, such as customers, the company, and regulatory bodies, along with their respective roles. The report explores how technology and automation can improve these processes, such as through in-store advertising and email marketing. Furthermore, it discusses the measurement of general process maturity in the area, concluding with insights into the effectiveness of Woolworths' strategies. The analysis is supported by a literature review and a discussion of how the company can gain a competitive advantage.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author note

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Table of Contents
Introduction......................................................................................................................................2
Analysis of Use and Importance of Business process in Marketing and Advertising of
Woolworths......................................................................................................................................2
Analysis of Five Suitable Examples in the Marketing and Advertising Area and Purpose............3
Analysis of Activities or Steps in Each process With Diagram or Model.......................................4
Analysis of Key Stakeholders in Developing and Executing Process in the Respective Area and
Roles................................................................................................................................................6
Analysis of How Processes can be Improved with Usage of Technology Automation..................7
Discuss on Measurement of the general process maturity in the Area............................................8
Summary..........................................................................................................................................8
References........................................................................................................................................9

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Company- Woolworths
Functional Area- MARKETING AND ADVERTISING
Introduction
The assignment helps in the analysis of the marketing and advertising aspects in the
companies which plays a crucial role in the marketing of the different products and services to
the different customers in a suitable manner. With the help of the literature review along with
taking Woolworths as the example of an organization, the entire situation can be analyzed
effectively which will be providing brief insight on the different approaches of the advertising
that can be used in the market in a suitable manner. Woolworths is one of the largest
supermarkets in Australian economy which has been creating their presence in more than 200
places in the economy and they have been able to serve the customers in an appropriate manner
(Woolworths.com.au 2020).
Analysis of Use and Importance of Business process in Marketing and Advertising of
Woolworths
As commented by Zhang et al. (2019), the advertising effectiveness can be defined as the
extent to which the advertising generates the certain kind of desired effect. Measuring the
different effects of the advertising is highly essential in nature given the amount of investments
needed for the advertising. Moreover, as commented by Valaei et al. (2016), the businesses
process in the advertising field is the maintenance of the customer relationships in an appropriate
manner which will be suitable for the growth prospects of the company. For instance- In
Woolworths, the CEO of the company has been successful in using the diversified portfolio of

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the products and services and promoting them through their official site and other social media
channels which is effective for them in managing the strong customer base.
As opined by Turban et al. (2018), with the help of advertising, it helps in interacting
with the different business variables which include financial decisions, marketing policies along
with behavior as well as the external environmental variables such as competition or economic
scenario which are hard to be isolated. In addition, as commented by Onkvisit and Shaw (2017),
in the current 21st century, technologies are becoming of high importance for the different
companies and the information or the transfer of data has been faster through social media
advertising through the help of Facebook or Twitter. Moreover, as described by Murphy,
Laczniak and Harris (2016), with the help of Facebook or other social media advertising
techniques, it helps in strengthening the relationships with the different customers depending on
the various customers.
Analysis of Five Suitable Examples in the Marketing and Advertising Area and Purpose
As commented by Mogaji and Danbury (2017), marketing along with advertising is
considered to be the action of calling public attention to the idea, good along with service
through the paid announcements by the identified type of sponsor. Moreover, as defined by the
author, there are few suitable aspects or example in the area of the advertising or marketing
which are showcased as follows:
As described by Mogaji and Danbury (2017), promotional advertising is one such
process under the respective area wherein it involves the different samples distributed to the
different customers through the promotional events or advertisement campaigns successfully.
For instance- In Woolworths, the promotional advertising is the key element which is offered by

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them to their loyal customers and it has helped them in gaining high competitive advantage in the
market as well.
According to Kemp, Cowart and Bui (2020), the Facts and Statistics are the other aspect
which is being adopted by different companies wherein the facts or statistics related to
sustainability of the products are being provided with full guarantee. In case of Woolworths, the
company guarantees that the different products offered by them are highly nutritious and worth
for money and highly sustainable in nature.
In addition, as commented by Jones, Comfort and Hillier (2018), Weasel Words is the
other effective kind of advertising which is used wherein the companies does not say that they
are best from the rest, however, they do not deny the respective fact as well. As commented by
Ikonen, Luoma-aho and Bowen (2017), Endorsements are the other kind of process in
advertising and marketing aspect wherein the companies use celebrities in advertising the
product. In such scenario, the brand value of the company increases and the profitability rises to
a great extent.
Lastly, questioning the customer’s process is helpful for understanding the post purchase
experience of the customers which provides the customers with the scope to make alterations and
changes in the products which are being liked by the customers and gain competitiveness in the
competitive business environment (Chonko and Hunt 2018).
Analysis of Activities or Steps in Each process With Diagram or Model
While advertising a product or service in the market to the different customers, there are
few aspects or steps which are required to be followed are:

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Briefing- According to Ikonen, Luoma-aho and Bowen (2017), the advertiser needs to
understand the needs for briefing the products to the customers present in the market. The same
can be done with the help of SWOT analysis of the company and products in a successful
manner.
Knowing the Objective and Research- It is the second most important step which will be
suitable for finding out the message which needs to be delivered to the customers. Moreover, the
research regarding the number of competitors present is needed to be analyzed which will be
helpful in analyzing the most appropriate kind of advertising.
Analysis of the target audience- As commented by Ikonen, Luoma-aho and Bowen
(2017), the target audience is needed to be identified who will be likely to buy the product. They
should be identified without any kind of confusion which will be helping in making the
advertising process successful.
Selection of Media and Budget- After selection of the appropriate target audiences, the
media related to advertising needs to be analyzed which will be defining which is the appropriate
one. The budget needs to be planned in an appropriate manner as there can be constraints
regarding the same among the company officials.
Execution and Performance- It is the last step wherein advertisement will be released
finally with the perfect timing in the market along with gaining the response from customers
through the respective advertising which will be helpful in understanding the scenario
successfully.

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Figure 1: Steps in the Marketing and Advertising process
(Source: Created by author)
Analysis of Key Stakeholders in Developing and Executing Process in the Respective Area
and Roles
As commented by Ikonen, Luoma-aho and Bowen (2017), the key stakeholders who are
involved in the development along with executing the entire process includes customers, the
company, the intermediaries as well as the regulatory bodies who are responsible in making the
advertisement successful and it helps in marketing the products successfully in the market for the
customers. As commented by Mogaji and Danbury (2017), the responsibilities in the advertising

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requires that the different stakeholders need to honor the different obligations to one another.
These are the different activities which will be affecting advertisers as well as customers
negatively, in such scenario, the different advertisers need to analyze the different kinds of
aspects which can be damaging the publicity and it will be threatening the long-term viability of
the company towards such advertisers. The trust is considered to be the key element that is
needed to be considered as the top priority while advertisement is done for a particular product or
service. In such scenarios, as commented by Murphy et al. (2016), the corporate social
responsibility is the key element that is needed to be implemented by the companies and the
other stakeholders for engaging in the ethical decision-making prospects and bring out the
positive results. For instance- In case of Woolworths, they have been hiring much ethical
advertisers who are working with them and they have the potential in making the ads ethical
which helped them in long-term suitability of the company against the competitors.
Analysis of How Processes can be Improved with Usage of Technology Automation
As commented by Murphy et al. (2016), the different automated technologies makes it
much easier for optimizing the online advertisements for creating the positive kind of impact on
the different ad campaigns through increasing the CTR or reducing the CPC. With the usage of
the relevant advertisement content will be helping in successfully converting the respective
prospects and increase the conversions of advertising regardless of the advertising platform or
the type of the ads (Armstrong et al. 2018).
In addition, in-store advertising is the other technique which is highly popular in the
current scenario wherein the company tries to showcase their different new launches and services
while the different customers are inside the supermarket for purchasing the different products

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and services. In the Brick and Mortar Model, it helps in actively promoting products as well as
services at point of purchase when the different customers are highly interested as well as
engaged. For instance- In Woolworths, while the different customers come for shopping, they
come to know regarding different offers and it helps them in becoming highly interested and
engaged.
Email marketing is the other approach which helps in providing and sharing the
promotional messages to the different customers from a brand. In the respective form, the
different marketers try to seek and gain permission from the respective customer by providing
them with option to opt in before sending mails. For instance- In case of Woolworths, they have
been able to provide notifications through email to their loyal customers who have been
purchasing different products from Woolworths and it helped them in achieving high revenue
and profitability.
Discuss on Measurement of the general process maturity in the Area
In case of Woolworths, the company has been in the final stage of the general process
maturity in the advertising and marketing the different products and services to the customers.
The company has been highly involved in the different aspects such as the social media
marketing along with print media which are beneficial in improving the effectiveness of the
company in comparison to other competitors.
Summary
Therefore, from the analysis of the business process in the marketing and advertising
process, it can be seen that it is one of the major tools which is needed to be implemented by the

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different companies to gain competitive advantage and it will be beneficial in improving their
effectiveness in the market as well.

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References
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an introduction.
Pearson UK.
Chonko, L.B. and Hunt, S.D., 2018. Reflections on ethical issues in marketing management: An
empirical examination. Journal of Global Scholars of Marketing Science, 28(1), pp.86-95.
Ikonen, P., Luoma-aho, V. and Bowen, S.A., 2017. Transparency for sponsored content:
Analysing codes of ethics in public relations, marketing, advertising and
journalism. International Journal of Strategic Communication, 11(2), pp.165-178.
Jones, P., Comfort, D. and Hillier, D., 2018. Common ground: The sustainable development
goals and the marketing and advertising industry. Journal of Public Affairs, 18(2), p.e1619.
Jones, P., Comfort, D. and Hillier, D., 2018. Common ground: The sustainable development
goals and the marketing and advertising industry. Journal of Public Affairs, 18(2), p.e1619.
Kemp, E., Cowart, K. and Bui, M.M., 2020. Promoting consumer well-being: Examining
emotion regulation strategies in social advertising messages. Journal of Business Research, 112,
pp.200-209.
Mogaji, E. and Danbury, A., 2017. Making the brand appealing: advertising strategies and
consumers’ attitude towards UK retail bank brands. Journal of Product & Brand Management.
Murphy, P.E., Laczniak, G.R. and Harris, F., 2016. Ethics in marketing: International cases and
perspectives. Taylor & Francis.

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Onkvisit, S. and Shaw, J.J., 2017. The ‘glocalization’of product and advertising
strategies. Strategic International Marketing: An Advanced Perspective, p.23.
Turban, E., Outland, J., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2018. Marketing and
advertising in e-commerce. In Electronic Commerce 2018 (pp. 361-401). Springer, Cham.
Valaei, N., Rezaei, S., Ismail, W.K.W. and Oh, Y.M., 2016. The effect of culture on attitude
towards online advertising and online brands: applying Hofstede's cultural factors to internet
marketing. International Journal of Internet Marketing and Advertising, 10(4), pp.270-301.
Woolworths.com.au 2020 Woolworths Supermarket (online) Retrieved from
https://www.woolworths.com.au [Accessed on 30th March 2020]
Zhang, B., Hu, R., Wei, Y., Yang, J. and Han, W., 2019, July. Research of Beverage Advertising
Strategies: Taking Nongfu Spring as an Example. In 2019 16th International Conference on
Service Systems and Service Management (ICSSSM) (pp. 1-5). IEEE.