Marketing and Management 13: Coles Supermarket Product Strategies

This report provides a detailed analysis of the marketing strategies employed by Coles Supermarket, focusing on five key product categories: Arnott's biscuits, no-added-wax apples, gluten-free products, comfy bots nappies, and Coles mobile plans. The report examines each product's unique selling proposition (USP), target segmentation, and positioning within the market. Furthermore, it conducts a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis for each product, evaluating factors such as market share, manufacturing processes, ingredient sourcing, competition, and pricing. The report also explores the target demographics for each product, including health-conscious consumers, families with young children, and tech-savvy youth. By analyzing these aspects, the report offers insights into Coles Supermarket's approach to product development, market positioning, and competitive advantage within the retail industry. The report concludes with a discussion of the pricing strategies and their impact on consumer behavior.

Running head: MARKETING AND MANAGEMENT
Marketing and Management
Name of the Student
Name of the University
Author Note

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Executive Summary
The following paper discusses about the various facts in the retail industry and its marketing
strategies. These marketing strategies are very interesting to discover the strengths and
weaknesses of the organization. The chosen organization for this assignment is Coles
Supermarket. The various aspects of the chosen organization have been discussed. Some of the
important aspects have been explained in this paper regarding the five products that have been
produced by this organization. The target segmentation and the strengths and weaknesses have
been discussed in this scenario as well.

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Table of Contents
Coles Products.................................................................................................................................3
Arnott’s Biscuits..............................................................................................................................3
SWOT Analysis...........................................................................................................................4
No Added Wax Apples....................................................................................................................5
SWOT analysis............................................................................................................................6
Coles gluten free products...............................................................................................................7
SWOT analysis............................................................................................................................8
Coles Comfy Bots Nappies..............................................................................................................9
SWOT Analysis...........................................................................................................................9
Coles mobile..................................................................................................................................10
SWOT Analysis.........................................................................................................................11
References......................................................................................................................................13

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Coles Products
This assignment focuses on the different products of the Coles Supermarket and
illustrates the marketing concepts and segmentations that are associated with it. Five products
that are sold under the name of Coles Supermarket have to be chosen here in order to establish
the marketing concepts of these products ("Coles Supermarkets", 2017). The first product is the
Arnott’s biscuits.
Arnott’s Biscuits
These biscuits are a very important brand in Australia and the war to sell this product
exclusively has a huge importance and thus makes the company an added advantage. The biscuit
falls in the segment of the food and beverages and thus attracts a lot of people. So, it is of utmost
importance to gain the proper target market for the product (Armstrong et al., 2015).
Tagline
The tagline that can be used for this product is the one that ‘There is no substitute for
quality’.
Unique Selling Proposition
The unique selling proposition or the USP for this product can be made such as the fact
that it is or primary importance for the retail market organizations is to make products for the
health and well being of the customers (Kiel, 2014).
Segmentation

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The target segmentation for this product will be the health conscious and the product
quality conscious people (Armstrong et al., 2014).
Target group
The target market for this product will be the people who belong to the middle and upper
class. The main focus will still be on the people who are the age of 12.
Positioning
This product will be solely dedicated to look after the good health of the Australians and
make them fit and healthy always (Slack, 2015).
SWOT Analysis
Strengths
 This product is shipped to over 40 countries and has a good market share.
 State-of-the –art manufacturing process makes its good operations (Grant, 2016).
Weaknesses
 The ingredients are locally purchased.
 Outside Australia, its market share is low.
Opportunities
 Another form is cookies that can be introduced.
 They can increase fortified products (Grant, 2016).
Threats

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 The competitive market is very strong.
 This product can be seemingly be substituted by less costly products.
Prices of the products
The Arnott’s biscuits had been priced at $10 last week. However, the prices have
increased because of its popularity and being the most favorite brand of the customers, the price
has been increased to $12.
No Added Wax Apples
These products are one of the most attractive food products launched by Coles
supermarket. There are several types of apples under this category and these kinds of apples are
Royal Gala, Fuji, Red Delicious, Golden Delicious, Jazz, Granny Smith, Jonathan, Pink Lady
and some others ("Coles Supermarkets", 2017).
Unique selling proposition
The unique selling proposition or the USP for these apple products can be the
organizations first and foremost interest should be on ensuring the healthy and safety of the
customers. Only this way they will be able to set a proper target market.
Segmentation
Mainly the people of the middle classes and the upper classes will thrive to buy these
healthy products (Anaza & Rutherford, 2012). If they want all the people to buy these products,
they must have to reduce the price of the products.
Target group

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The target group for these apples should be the people of all ages with special focus on
the children under 10 and adults over 60. Their health seems more vulnerable at these age groups
so fruits will cater for their health and safety (Riefler, Diamantopoulos & Siguaw, 2012).
Positioning
As Coles is a trusted brand in Australia, these apples will dominate the market as these
help to keep the health of the customers fit and healthy.
SWOT analysis
Strengths
 These products cater for the good health of the customers.
 Apples of different shapes and names bear energy and important vitamins and minerals
needed for the body to grow.
Weaknesses
 The cost range of these apples is not properly affordable by the lower middle class
families.
 The chemical laboratory test is yet to be done.
Opportunities
 Apart from apples, they can launch other fruits also as most of the fruits are health
friendly.
 They can make these things to be available in both online and offline methods
(Erdoğmuş, & Cicek, 2012).

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Threats
 The competitors are looming over them in this competitive environment.
 Too much price will prevent the customers to buy these products.
Price of the products
The price of the apples was fixed at $2 per piece on Wednesday. However, on Saturday,
the prices had been increased as it was a weekend and more people came to buy those apples.
The price was $5.
Coles gluten free products
The gluten free products that are sold by gluten free products tend to serve a wide range
of people in the Australian market (Miranda et al., 2014). The gluten free products includes the
products such as Justin’s Maple Almond butter, Rxbar Protein bars, Wild Berry fruit strips,
Libby’s 100% pure pumpkin, Rxbar Peanut Butter granola Bar and other ones. These are very
important products since they help to control the cholesterol limits and keep other harmful
internal diseases away. Other products include the Coles butcher Sausages, Coles Finest
sausages, Smart Buy sausage mince are also important products of this organization ("Coles
Supermarkets", 2017). These food products are good and delicious in taste and cater to the well-
being of the people as well.
Unique selling proposition
The unique selling proposition for these products is to make the Australians live healthy
through the intake of these products with less calories.

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Segmentation
The health conscious people amd the people who prefer a gluten free lifestyle in Australia
will be the target audience of these products.
Target market
Almost all ages of people will be benefitted if they consume these products. They will be
able to taste delicious foods that will ensure their healthiness as well.
Positioning
As in modern times the number of health conscious people is increasing in random, these
gluten free products are highly positioned in the market. These are very tasty, convenient to buy
and incur great value to health.
SWOT analysis
Strengths
 These products are beneficial for health.
 The online shopping of these products have reached to the customer faster as well.
Weaknesses
 These products are not available in all the market outlets.
 The price is not convenient for lower middle class customers.
Opportunities
 Apart from food products, healthy drink products can be introduced as well.

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 New products should be launched at regular intervals.
Threats
 The rising rivalry between Coles and Woolworths may hamper the sales of these
products.
Price of the products
The gluten free products are very much in demand. Coles had to decrease the prices
because it should be available to everyone. The price was reduced to $15.
Coles Comfy Bots Nappies
Coles comfy bots nappies are important baby products that are introduced. These are very
significant for the new mothers and it helps them in keeping their babies clean and safe from
germs as well ("Coles Supermarkets", 2017).
Unique selling proposition
The babies are the future of the country so Coles has introduced products that will keep
the babies safe.
Segmentation
As this is a baby product, the new mothers are the target segmentations for this product
(Schor, 2014).
Target Group

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As the new mothers are the segmented audience so the target audience, the target group
are between 20-35 years of age.
SWOT Analysis
Strengths
 The babies will be protected.
 As the design is unisex, both the boy and girl babies can be benefitted.
It will keep them away from the germs.
Weaknesses
 The publicity of this product is not done properly.
 The range of products is not so wide.
 The quality issue can be considered as a concern for this product.
Opportunities
 Apart from the babies, Coles can introduce some things for the older people as well.
Prices of the products
The baby nappies were sold at $10 per piece on Wednesday but it was increased to $15
because more people came to the shop for buying it.
Coles mobile
Coles mobile is another lucrative product that they have introduced for the customers.
The customers will be greatly benefitted by their mobile data plans if they use them. They have

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introduced several new plans for the customers from weekly to monthly plans (Mostafa, 2013).
The data benefits are very good and they will be highly benefitted if they use these plans. The
fact is that the Coles mobile facilities are directed for all the citizen of the country.
These mobile plans include 2 GB data, unlimited talk time and unlimited text messaging
facilities for 28 days at just $ 20. This is an extremely lucrative process for the people. They will
be able to get huge benefits at a very small amount of money (Mostafa, 2013). Their other
prepaid plans include unlimited talk, unlimited texts and 1 GB data at just $ 10. Their new
prepaid plan includes unlimited talk, unlimited texts and 7 GB mobile data at just $ 40. It
includes 250 interrnational minutes across countries like Hong Kong, China, India, South Korea
and others.
Segmentation
These plans are mainly the youth because they are very much tech savvy and love to use
the internet all the day. They are the primary focus because the modern young people spend most
of the times on social media and playing online games (Kuss, Louws & Wiers, 2012).
Target group
As per the basis for segmentation, the age of the target group would be between 15 to 25
years. Both boys and girls will be counted here.
Positioning
The prepaid mobile plans are very much popular and as it is much helpful, it holds a
strong market position. It has a sustainable future.

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SWOT Analysis
Strengths
 The target audience would be able to make faster communication.
 The amount of the prepaid plans would be very effective for the economically weaker
sections.
Weaknesses
 If the students and young people indulge in too much social media activities, it might
affect their studies.
 The internet speed may decrease if too many people use the high speed internet at the
same time.
Opportunities
 New effective plans can be introduced.
 New mobile phones can be gifted to customers by holding competitions.
Threats
 The telecommunication organizations will feel the urge to launch new plans to compete
with Coles.
 They might introduce data plans in a lesser amount.
Price of the products
The mobile data plans had been increased to $25 because the costs went high and they
had to manage the costs.

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References
Anaza, N. A., & Rutherford, B. (2012). How organizational and employee-customer
identification, and customer orientation affect job engagement. Journal of Service
Management, 23(5), 616-639.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson
Australia.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Coles Supermarkets. (2017). Coles.com.au. Retrieved 11 September 2017, from
https://www.coles.com.au/
Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand
loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360.
Grant, R. M. (2016). Contemporary Strategy Analysis Text Only. John Wiley & Sons.
Kiel, I. H. (2014). Entrepreneurial marketing.
Kuss, D. J., Louws, J., & Wiers, R. W. (2012). Online gaming addiction? Motives predict
addictive play behavior in massively multiplayer online role-playing
games. Cyberpsychology, Behavior, and Social Networking, 15(9), 480-485.
Miranda, J., Lasa, A., Bustamante, M. A., Churruca, I., & Simon, E. (2014). Nutritional
differences between a gluten-free diet and a diet containing equivalent products with
gluten. Plant foods for human nutrition, 69(2), 182-187.

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Mostafa, M. M. (2013). More than words: Social networks’ text mining for consumer brand
sentiments. Expert Systems with Applications, 40(10), 4241-4251.
Riefler, P., Diamantopoulos, A., & Siguaw, J. A. (2012). Cosmopolitan consumers as a target
group for segmentation. Journal of International Business Studies, 43(3), 285-305.
Schor, J. B. (2014). Born to buy: the commercialized child and the new consumer cult. Simon
and Schuster.
Slack, N. (2015). Operations strategy. John Wiley & Sons, Ltd.