Marketing E-Marketing Plan Structure for Woolworths Limited

This report provides a comprehensive e-marketing plan for Woolworths Limited, an Australian grocery retailer. It begins with an executive summary and an introduction outlining the company's mission, vision, and objectives. A situation analysis, including a SWOT analysis, identifies key issues and challenges. The report details the e-marketing schedule using a Gantt chart and outlines product, price, promotion, and distribution strategies. It includes an action plan, costing and budget projections, and addresses technical issues such as website content, customer registration security, coupon codes, multimedia, autoresponders, order forms, feedback forms, and access levels to online resources. The report concludes with a discussion of monitoring and evaluation methods, offering a complete overview of the e-marketing strategy.

Running head: MARKETING
E-MARKETING PLAN STRUCTURE

Marketing 2
Executive summary
Woolworths limited provides grocery items in New South Wales, Australia. It was established in
1924. It has employed approximately 205,000 team members who served more than 29 million
customers through their brands in each week. Electronic Marketing Manager will sell different
product and services through electronic channels such as clothing, groceries, beauty products,
accessories, footwear, homeware, and financial services (Woolworths group, 2017). The
electronic marketing manager will target the urban areas of Australia such as Queensland, New
South Wales, and Melbourne to deliver the products and services. The key objective of this e-
marketing plan is to increase brand awareness among customers by 25%, to gain demand of
customers by 20%, and to increase the return on investment by 25%.

Marketing 3
Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Situation analysis.........................................................................................................................................5
SWOT analysis........................................................................................................................................5
Issue identified........................................................................................................................................5
The e-Marketing Schedule - Gantt chart or Timeline for the e-Marketing Plan...........................................7
The e-Marketing Strategies & Action Plan..................................................................................................7
Costing and Budget...................................................................................................................................10
Technical Issues........................................................................................................................................11
Monitoring Strategy...................................................................................................................................14
E-Marketing Evaluation methods..............................................................................................................15
References.................................................................................................................................................16
Appendix...................................................................................................................................................18

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Introduction
For developing e-marketing plan, the electronic marketing manager will consult with different
stakeholders such as senior manager, direct supervisor, trainer and another assessor. Further, the
mission of Woolworths is to deliver the convenience, quality, and value to their customers. The
vision of this company is to bring the little good to everyone at every day and also working with
a clear strategy to put our customers 1st. The company makes different objectives with respect to
products and services such as to retain the customer and store-led environment and team, to
generate sustainable revenue derive in food and evolving brink business to deliver added value
and convenience to their customer (Woolworths group, 2017).
This report presents the situation analysis of company by using the SWOT analysis and
identifying different issues. It also demonstrates the e-Marketing Schedule through Gantt chart
and develops the effective marketing strategies and action plan. It also exhibits the costing and
budget, and different technical issues. Moreover, this report discusses the monitoring strategy
and e-Marketing Evaluation methods.
The electronic marketing manager will choose the Australian marketing environment to sell the
products and services of Woolworths limited. This marketing environment has selected by the
company due to political stability and higher demand of customers. This environment is also
effective for the company due to the low inflation rate and higher income of people as it can
increase the demand of customers towards the products and services. In Australia, a high number
of individual uses technology and e-channels to buy the products and services as it could be
beneficial for Woolworths to create the brand awareness through e-channels (Hollensen, 2015).
This e-marketing plan would be beneficial to generate more revenues by increasing the demand
of customers. It could be also beneficial to retain the existing customers and attract the potential

Marketing 5
customers towards the company. By implementing this plan, the company can get $5, 00,000
returns on investment.
Situation analysis
SWOT analysis
Strength
Initiating the e-marketing retail channels
among oldest companies
Recognised retail name in Australia which has
approximately 800 stores and 3000 workforces
Deals in different subsidiaries like grocery is
popular manufacturer
Efficient operation and strong brand name
Trendy, successful own-store brand like Chad
Valley and Lady Bird,
Weakness
Insignificant international existence as
compared to its rivalry
The brand has unsuccessful to get competitive
benefits
Penetrate into e-marketing is late which
consequences high competition leads to lower
price and high experience
Opportunity
Endorse the products and services via
advertisement, sponsorship and promotion
Identifying the growth via strategic acquisition
and franchise models in emerging nations
Threats
Increasing raw material expenses from both
non-food and food as it will impact the profit
margin
Economic recession can obstruct the whole
growth strategy of developing e-marketing
channels
High rivalry from global competitors
(See: Exhibit 1)
Issue identified
High capital is required to sacrifice a consumer
A large number of the consumer may believe to purchase the high amount of products and
services even in a tough situation to make long-term satisfaction. For affording the costly item,
these consumers have cut down the spending in other areas. Hence, Woolworths should focus on
how the item will benefit to customers and convenience them as it is valuable to observe the
sacrifice level of customers. It is analyzed that competitors use payment plan in which they do

Marketing 6
not charge any interest for certain duration (Hair and Lukas, 2014). This could be an effective
way to make perceive the added value to customers.
Limited Merchandise to manage the operation
Woolworths have inadequate merchandise to manage the operation. The company faces a
challenge to make the positive image in the customer’s mind through e-marketing channels. For
the e-marketing plan, graphic designer, professional marketers, online advertiser and print media
maker is essential (Perreault et. al., 2013). The issue can be created to make advertisement of the
brand such as offers and convenience.
Expensive Trendy Stores
Trends show the success of a retail store. In the current scenario, the customer wants to a healthy
lifestyle as they focus on organic foods that could be costly for the company. Along with this, it
is also analyzed that different people have a different requirement as per their choices. Further,
trendy consumers want higher price tags products and services (Babin, and Zikmund, 2015).
Hence, marketing of this higher-end product is a complex.

Marketing 7
The e-Marketing Schedule - Gantt chart or Timeline for the e-Marketing Plan
e-Marketing Activities Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
Developing an Instagram
account
Launching the Instagram
Creating goggle Pre Roll
Advertisment for YouTube
Creating social media
contest and Launching
social media contest
Virtual Socialmatic
customization development
Launch of Virtual
Socialmatic customization
development
E-mail campaign
YouTube Ad maintenance
Virtual Socialmatic
customization development
Website refresh
Launch of mobile site
Monthly review on activities
(See: Exhibit 2)
The e-Marketing Strategies & Action Plan
Product strategies
Woolworths is a recognized Australian retailer. It facilitates a different kind of grocery products
which is an essential element of marketing mix. For delivering the product through e-marketing
channels, Woolworths will include the meat, vegetables, fruits, and packaged products. It will
also sell the other products such as DVDs, magazines, and stationery items. Along with this, it
will consider the wide choice of local and international brands. In this way, it cannot dissatisfy
the customers due to brand choice (Armstrong, et. al., 2015). The products of Woolworths is
approved and tested by Woolworth’s experts to maintain the quality of products and services. It
will also contain diverse product range from jewelry, bedding, bags, furniture, housewares, to
accessories and clothing. This wide category will enable the company to meet the customer’s

Marketing 8
need as compared to its competitors. The company will also use Australian e-Marketing Code of
Practice such as it will eliminate the high amount of unsolicited commercial electronic messages
that are received by the consumer (Mullin, et. al., 2014).
Price strategies
Woolworths will focus on the similar or slightly higher price as compared to its competitors due
to unique products and services. It will also deliver the premium brands in its food chain as it
will make the competitive price in the retail industry. It will also facilitate the Woolworths
shopping card that can be automatically traced the purchases and provides the applicable fuel
discount as there will be no need to keep paper receipt (Sheth, and Sisodia, 2015).
Promotion strategies
Promotion is a key component of the marketing mix for Woolworths. It makes continue
innovation in this element. In this way, it will facilitate the loyalty scheme for its customers such
as petrol pump discount. It has launched fresh food people campaign in 1987 that is also used in
the current scenario. It will also use different e-channels to endorse their products such as Google
ad words, emails, Facebook, Instagram, Twitter, SEO, SMO, websites and mobile applications
(Menon, et. al., 2015). These channels provide easy accessibility and high choice for customers
as it could increase the customer loyalty. Through these channels, it facilitates a wide range of
deals and sales offer for their shoppers. It also provides gift cards and discounts to reach the
target market and get projected ROI. Woolworths will also entail the Australian eMarketing
Code of Practice in which it will implement best practices of the commercial electronic message
in compliance (Lusch, and Vargo, 2014).
Distribution strategies

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Woolworths deals in approximately 1000 stores in the Australia. There are over 950
supermarkets and other are convenience stores. There is a certain store which deals at Safeway
stores in Victoria, Melbourne. It will also sell their products and services through e-marketing
channels. It will also focus on dealing with a mobile app. It will entail different private labels
such as Woolworths Fresh, Woolworth’s gold, Woolworth Select, and Woolworth Home brand.
It will also build different outlets in a different region of Australia (Strauss, 2016).
Action Plan
Action/Tool Objective Target Responsibi
lity
Detail /
Integration
Progress
Google
Adwords
To gain the
amount of
viewer who
seeing the
ads of
company
To endorse
the
products or
services to
targeted
customers
Marketing
executives
This tool is
used
to change the
consumer
buying
behavior
towards
company
ongoing
E-mails To improve
the
Strengthene
d brand on
website
To gain the
knowledge
of customers
regrading
specific
products and
services of
Woolworths
To gain
amount of
visitors for
obtaining
position
To gain
revenue of
products
and
services
Marketing
Executives
Testimonial
regarding
how much
customers
love the
products and
services
Further,
customer
gets holiday
greetings
messages
from
company
that can send
out via
email.
ongoing
Search
engine
optimisation
To
endorsing
the page of
company
To obtain
high ranking
transparency
in search
engines
To gain the
customer’s
demand
with
regards to
products
and
services of
company
Marketing
executives
It is
implemented
to build
happiness
among
customers.
It requires no
actions and
financial
transactions
Sprout social
Facebook &
Instagram
To increase
the number
of ‘like’,
to audit
existing
Platform of
Facebook
Facebook
news feed
Wordpress
Marketing
executives
Consider
detail of
corporation,
ensure the
stability in
45 %
favourable
feedbacks
(See: Exhibit 3)

Marketing 10
Costing and Budget
e-
Marketing
Activities
Wee
k 1
Wee
k 2
Wee
k 3
Wee
k 4
Wee
k 5
Wee
k 6
Wee
k 7
Wee
k 8
Wee
k 9
Wee
k 10
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
(in
$)
Creating an
Instagram
account
2500 2500 2500 2500
Launch
Instagram
4000 4000 4000
Creating
goggle Pre
Roll Ad for
YouTube
3800 3800 3800 3800 3800
Creating
and
launching
social
media
contest
1500 1500 1500 1000
4000 4000 4000 4000 4000 4000 4000
Virtual
Socialmatic
customizati
on
developme
nt
1500 1500 1500 1500 1500 1500 1500 1500 1500 1500
Launch of
Virtual
Socialmatic
customizati
on
developme
nt
1205
0
1205
0
1205
0
1205
0
1205
0
E-mail
campaign
2000
0
2000
0
2000
0
2000
0
YouTube
Ad
maintenanc
e
2500
0
2500
0
2500
0
2500
0
2500
0
2500
0
Virtual
Socialmatic
1000
0
1000
0
1000
0
1000
0
8000 8000 8000 8000 8000 8000
(See: Exhibit 4)
For delivering the product and services through e-marketing channels, Woolworths has projected
the budget. It relies on initial investment outlay as well as pre-determined objectives. The entire
endorsement budget related with e-marketing would be approximately $500,000 as it would be
beneficial to attain the estimated Return on investment i.e. $5,000,000 within the 10 weeks.

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Technical Issues
Website content & search-ability
It is analyzed that company may confront issues regarding delaying search engines due to lack of
skill to understand and index the page and develop content for their websites. Therefore, the
company should resolve the issue and link the websites with Google’s webmaster guidelines. It
could be beneficial for the company to get growth, high ranking and engaging the more users
towards their company (McDonald, and Wilson, 2016).
Customer registration & logging security (for customers and staff)
The company can confront the issue to use the private or restricted email account for registration
of its domain name and keep the detail of registration. Training to staff with respect to online
safety is essential however the company has needed to generate awareness about computer rights
and responsibilities. Along with this, it provides the network access usage. Another issue can be
faced by the company in logging security hence it should make aware to their staff and
customers to keep strong passwords and avoid the fraudulent emails (De Mooij, 2013). It can
aware the staff and customers regarding reporting on suspicious online activity as it will make
sure the effective IT security practices.
Coupon codes, rewards for old clients, discounts
Coupon codes are an effective way to transform the visitors into shoppers. It could help the
company to reward the customers who have signed up for your newsletter and left the comment
on the contact page. Coupon discount could be applied in any prepaid and monthly plan, prepaid
passes, merchandise, registration fees and single-visit in Woolworths. Further, a coupon discount
does not apply to invoice total as it applies only to the eligible item up to the limit of redemption
(Scott, 2015). The company can also set the timeframe for redeeming the coupon. In case,

Marketing 12
customer redeems the coupon then the coupon will discount the original and manual adjusted
price of an item.
Multimedia
Multimedia is a key technical issue that could be faced by Woolworths. There are different
elements of multimedia like live casting, mobile marketing, photos, videos, podcasting and file
sharing. By using the multimedia, Woolworths needs to make effective content regarding itself
because it can increase the brand awareness in a unique manner. The ability to use multimedia
technology enables the business to communicate with the customers, potential customers and
their employees (Czinkota, and Ronkainen, 2013). There are different online communities are
available with the intention of sharing and uploading the photos on webpage hence company can
take advantages of these to expand their market and products.
Autoresponders
An autoresponder is a program of a computer that transfers the automatic response on sent e-
mails. It could be simple or quite complex for Woolworths. This tool is exercised as e-mail
marketing to immediately deliver the responses to targeted customers and then record of them at
a current time interval. Autoresponders are entailed into electronic mailing list software which
confirms the unsubscriptions, subscriptions, list activities and posts (Sheth, and Sisodia, 2015).
Order forms and feedback forms
Woolworths relied on the feedback, whether it comes from customers or own employees. The
company can appreciate the customers to fill the feedback forms as it could be beneficial to
collect reliable data about products and services. The company can also use it build an effective
working environment. It may also increase the company’s efficiency and offer the valuable
facilities. It can also use it for getting new ways to improve and appreciate the time (Mullin, et.