Brand Management and Product Value: A Woolworths Market Analysis

This report examines the product value of various items sold at Woolworths, focusing on how marketing environment and consumer behavior influence their success. Five different products are analyzed: Alt Mixed Berry & Apple Soft Drink, Morning Fresh Dishwashing Liquid Lemon Fresh, Woolworths Full Cream Milk Powder, Woolworths Pasta Macaroni, and Nature’s Gift Adult Dog Food. The analysis covers aspects like target market, market positioning, social responsibility, and consumer preferences. The report concludes that effective marketing strategies and ethical considerations contribute to the sustainability of these products in the competitive market. Desklib provides students access to similar assignments and resources.

Running head: BRAND MANAGEMENT AND PRODUCTS VALUE IN MARKET
BRAND MANAGEMENT AND PRODUCTS VALUE IN MARKET
Name of the Student
Name of the University
Author Note

1BRAND MANAGEMENT AND PRODUCTS VALUE IN MARKET
Topic: Products value of different products in Woolworths
1. Introduction
Product value and the concept of product segmentation is the major issue that customer
has to choose and analyses the market and evaluate the product. The need of product is important
and that is the reason most of the product segmentation depends on the demographic perspective
of customers.
In this paper, five different products from Woolworths business market have been chosen
and these five products deliver the market positioning and consumer behavior also
(Woolworths.com.au, 2018).
2. Different products and their marketing environment and consumer behaviour
2.1 Alt Mixed Berry & Apple Soft Drink marketing environment
Alt Mixed Berry & Apple Soft Drink is flavoured and low sugar soft drink that contains
berry and apple. This is juice based drink family and children will love this drink. The drink is
made of 100% fruit and the sparkling manner of using the fruit ingredients is important in this
manner (Kapferer, 2012). The drink serves health and energy and provides an immune system in
the body and that is the reason most of the health conscious people will love this product.
The marketing environment of the product is strong as the monetary saving of $0.80 is
considered as a profit for customer. The issues of health and safety is the concern reason for that
people have an eye on that and a good proportion of people used that product for their balance
diet. The ethics of the food mentality is to provide fresh fruit lime for athletics or health concern
people. So the environment is quite fruitful for the product. The marketing environment also

2BRAND MANAGEMENT AND PRODUCTS VALUE IN MARKET
highlights the demographic need and people from different ages would love to have the product
and that is the reason market positioning of the product is raises quite high in manner.
2.2 Morning Fresh Dishwashing Liquid Lemon Fresh Social responsibility and ethics
Morning Fresh Dishwashing Liquid Lemon Fresh is one of the expertise brands of
cleaning and that is the reason the wide range of tidy thing are available in business, The
effectiveness of the product is good and the demand in public is thus high. There is three variant
of a product like Original Fresh, Zesty Lemon and Antibacterial and all these products are
available in different sizes (Leek & Christodoulides, 2012). The need of customer is the main
concern of this process and that is the reasonable value of the product needs to be evaluated by
customers.
The Social responsibilities are controlled by the product CSR team and the product is a
useful household product that has a good stipulation in public. These kinds of products are made
of chemical permutation and combinations, so diffusion of their internal material can harm
environment and that is a worst thing for the environment. The entire product is natural and that
is the good aspect of using the product and promoting the product. This is one of the PZ's
expertise products in Nigeria, so good market base already have in the nation and the situation
has come in that section is the acceptability of product in the Australian market (Li, Li
&Kambele, 2012). So a compact CSR is there with the product enhancement.
2.3 Woolworths Full Cream Milk Powder consumer and business behavior
This is one of the important products that important for every human being. The level of
energy gain through the drink in 738kJ and in case of taking the average per 100g it ensures
295kJ energy(Woolworths.com.au, 2018). The mixture of fat, carbohydrate and sodium also

3BRAND MANAGEMENT AND PRODUCTS VALUE IN MARKET
helps for children. This is one of such products that always available in Woolworths. It was at
the low price in a regular manner and that is a huge benefit that people can make the product.
Consumer behaviour is another most important segment in that case and consumer will
buy the product as the product has its necessary value in daily life (Beneke et al., 2013). The
chance of segmentation is quite less as the product uses by every genre of people and has a
sustainable market at the entire time. The Price of the product in case of a 1kg pack is $5.70,
which amounted $0.57 for 100grams (Woolworths.com.au, 2018). This is one of the most
important consumers attracting part as the low price of the product make it crucial and affordable
for people. The need of people changes the momentum of preferences and that is the reason, this
product is one of the best market selling products in Australia.
2.4 Woolworths Pasta Macaroni’s target market and positioning
This is one of the ‘four health star grading’ food that introduced by Woolworths. The
products made up of 100% Australian durum wheat semolina and no use of artificial
preservatives and flavours are used with these products. This is one of the energize food people
love to have. In case of office goer, people work for nights and in the daily food section, this
food item can be used. The energy gained by the process is 1530kJ for average per serving and
100g food intake(Woolworths.com.au, 2018). This is made up of protein, saturated fat,
carbohydrate, sugar and sodium. So people will love the food for the health maintenance.
The target market of the product is the family, children and office goers. The reason
behind the target market is the amount of components that product have is good for the health
making scenario and also gain some extra protein and carbohydrate that encourages better
product mentality as well. The price of the product is $1.00 for 500gm and that signifies the low-

4BRAND MANAGEMENT AND PRODUCTS VALUE IN MARKET
cost category (Woolworths.com.au, 2018) and that is the reason people can easily buy that
product and nature of the product sustainability is quite high. The behavior from customers is
quite impressive as the ages between 5- 10 years children, a good amount of product have
consumed by them. The age groups between 11-20 years the ratio has just a little below curved,
but the maximum percentage of people like office employees between 24- 36 years, they used to
take most of the product and that is the reason good target market segmentation centralize on that
product.
2.5 Nature’s Gift Adult Dog Food Chicken Rice and Vegetable
This is the best food for the pet as all the things contain are hygienic and natural
ingredients. 100% Australian meat is used in this food that provides high
protein(Woolworths.com.au, 2018). A complete and balanced diet is there in the food. The
product is for dogs and that is the reason a general segmentation of people having the dog as
their pet will buy the products but others are not.
The digital marketing and social media marketing is quite strong for this product as the
price drops of $1.60 for 700grams is the best time to have this product. People understand that
importance and want to have most of it. Those people who have dog at their home are the only
one to have this kind of food so hygienic maintenance is also indulged with the product. In case
of promoting area, newspaper promotion, social media like Facebook promotion or in different
websites Woolworths promotes these products as the low price and hygiene flow of the product
is the most important and significant part of the promotion and selling (Shukla, 2012).
3. Conclusion

5BRAND MANAGEMENT AND PRODUCTS VALUE IN MARKET
Therefore it can be concluded that all the products are best in their aspect and that is the
reason these are the successful products of Woolworths. The marketing environment is
depending on the situation and the social responsibility and ethics in business are also important
that segments the product culture and make it sustainable in this globalized product market.

6BRAND MANAGEMENT AND PRODUCTS VALUE IN MARKET
References
Beneke, J., Flynn, R., Greig, T., &Mukaiwa, M. (2013). The influence of perceived product
quality, relative price and risk on customer value and willingness to buy: a study of
private label merchandise. Journal of Product & Brand Management, 22(3), 218-228.
Huang, R., &Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer, New York, NY.
Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic
thinking. Kogan page publishers.
Leek, S., &Christodoulides, G. (2012). A framework of brand value in B2B markets: The
contributing role of functional and emotional components. Industrial Marketing
Management, 41(1), 106-114.
Li, G., Li, G., &Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived value,
fashion lifestyle, and willingness to pay. Journal of Business Research, 65(10), 1516-
1522.
Shukla, P. (2012). The influence of value perceptions on luxury purchase intentions in developed
and emerging markets. International Marketing Review, 29(6), 574-596.
Wang, Y. L., &Tzeng, G. H. (2012). Brand marketing for creating brand value based on a
MCDM model combining DEMATEL with ANP and VIKOR methods. Expert Systems
with Applications, 39(5), 5600-5615.

7BRAND MANAGEMENT AND PRODUCTS VALUE IN MARKET
Woolworths.com.au (2018) Woolworths retrieved from: https://www.woolworths.com.au/
[Accessed on 29th May, 2018]