MKT501: Whey Protein STP Analysis & Recommendations for Woolworths

This presentation offers a Segmentation, Targeting, and Positioning (STP) analysis of Woolworths' Whey protein product, evaluating its current marketing approach and providing recommendations for improvement. The analysis identifies the primary target audience as health-conscious youth, with a secondary focus on middle to upper-class individuals seeking fitness and weight management solutions. The presentation highlights Woolworths' positioning strategy based on product quality and research-backed benefits. Recommendations include increasing publicity through digital channels, emphasizing product ingredients and benefits, expanding into international markets, and employing a cost leadership strategy to enhance affordability and market reach. The overall goal is to optimize Woolworths' marketing efforts for Whey protein and achieve sustained growth in the competitive Australian market.

Running Head: WHEY PROTEIN 0
Marketing

WHEY PROTEIN 1
Contents
Introduction...........................................................................................................................................3
Segmentation of Whey protein :............................................................................................................3
Targeting...............................................................................................................................................3
Positioning.............................................................................................................................................3
Recommendations.................................................................................................................................3
Conclusion.............................................................................................................................................4
References.............................................................................................................................................5

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Introduction
Woolworths is the growing supermarket of Australia. It offers several products such
as grocery items, daily necessity products, and fashion accessories. Besides this, Whey
protein is also one such product of Woolworths that is growing well in the market (Gans &
King, 2014).
Segmentation of Whey protein :
Segmentation means dividing the market segment into various parts as per the
multiple criteria’s. The protein powder is mostly demanded by the youth as they are getting
more health conscious. It has also segmented the market based on the gender. However, it has
included male as well as female in its market segment. Besides this, the product is designed
for the customers who want to lose their weight. Based on the behavioural segmentation, it
has included those persons who want to be healthy (Dolnicar, Grün & Leisch, 2018).
Targeting
For the Whey protein, it mainly targeted the youth because they are more health
conscious. It does not charge low prices, so middle or higher-class people are targeted under
this. It has also targeted those customers who want to keep themselves fit. It has targeted
these people in order to become the largest market for the supplements and nutrition in
Australia.
Positioning
It plays an essential role, as it is significant to provide the unique selling point so that
customers get attracted to buy the product. It has founded that the shake comprises of the
high quality that attracts the most of the customers to purchase the same. The proper research
and development of such products has also led it to get the largest customer and market base.
In addition to this, it has properly stated the benefits of Whey protein that tends to make the
customer to avail its services. Due to this, it has no such other competitors that slow down its
growth (Venter, Wright & Dibb, 2015).
Recommendations
In recent time, it is essential to do the publicity of the product on several channels. It
is because customers are increasing moving toward the digital media in order to get the
information of any product. Therefore, it should increase its product availability through
various channels. Using different channels, it can also properly describe the ingredients as
well as benefits of the product. Besides this, it can also expand its wings in various other
countries that will help in achieving growth to a larger extent (MacKenzie-Shalders, Byrne,

WHEY PROTEIN 3
Slater & King, 2015). In addition, the use of cost leadership strategy will also help it in
lowering down the price of product and as a result will help in increasing the customers.
Conclusion
In the limelight of above discussion, it can be concluded that Woolworths is growing
well in the market. The discussion is carried on the Whey protein that is also growing well
among the youth of Australia. The unique features of its product help it in gaining the
competitive advantage.

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References
Dolnicar, S., Grün, B., & Leisch, F. (2018). Market Segmentation Analysis. In Market
Segmentation Analysis (pp. 11-22). Springer, Singapore.
Gans, J. S., & King, S. P. (2014). Supermarkets and shopper dockets: The Australian
experience. The Australian Economic Review, 37(3), 311-316.
MacKenzie-Shalders, K. L., Byrne, N. M., Slater, G. J., & King, N. A. (2015). The effect of a
whey protein supplement dose on satiety and food intake in resistance training
athletes. Appetite, 92, 178-184.
Venter, P., Wright, A., & Dibb, S. (2015). Performing market segmentation: a performative
perspective. Journal of Marketing Management, 31(1-2), 62-83.