Integrated Marketing Communication Plan for Woolworths: Report

This report develops an integrated marketing communication (IMC) plan for Woolworths, including a mini-audit of their existing IMC efforts. It highlights Woolworths' focus on high-quality products at competitive prices and analyzes their 'healthy living your way' campaign, targeting health-conscious consumers. The proposed plan involves a digitally-led, multi-channel marketing campaign to promote their summer food range, utilizing platforms like Instagram, Twitter, Facebook, and YouTube, as well as traditional media such as TV and radio. The report includes a situation analysis, SWOT analysis, marketing goals, market segmentation and targeting strategies, positioning, communication objectives, and a detailed IMC mix. It also addresses specific media objectives, methods for measuring IMC program effectiveness, and provides recommendations for enhancing Woolworths' marketing communication efforts to achieve increased sales volume, market share, and return on investment. The report emphasizes the importance of social and digital media marketing, alongside other IMC components, to effectively reach consumers and promote Woolworths' products and services.

Running head: MARKETING COMMUNICATION
Marketing Communication

MARKETING COMMUNICATION 2
Executive Summary
The main aim of this report is to develop an integrated marketing communication plan with
the mini audit of the IMC plan. This report evaluates that Woolworths emphasizes the finest
quality products ata low rate. It also discusses the campaign of Woolworths i.e. 'healthy
living your way'. Woolworths target health-conscious people for their campaign. It will
launch the digitally-led with a multi-channel marketing campaign to promote their summer
food range. This plan was designed by the internal agency with brand team to arrive at the
targeted audience. The content will be demonstrated through Instagram, Twitter, Facebooks
and YouTube and different media channels such as TV and Radio.

MARKETING COMMUNICATION 3
Table of Contents
Executive Summary...............................................................................................................................2
Introduction...........................................................................................................................................4
Business background.........................................................................................................................4
Industry overview..............................................................................................................................4
Theory - demonstrated understanding (Situation analysis)....................................................................5
Product review/Buyer Analysis..........................................................................................................5
Promotional programs...........................................................................................................................5
Competitive Review..............................................................................................................................6
SWOT analysis......................................................................................................................................6
Marketing goal..................................................................................................................................7
Theory - correct application..................................................................................................................7
Market segmentation and market targeting.....................................................................................7
Geographic....................................................................................................................................8
Demographics: Age........................................................................................................................8
Targeting........................................................................................................................................8
Positioning.....................................................................................................................................8
Communication objective......................................................................................................................9
Christian application (Integrated Marketing Communications Program).......................................9
IMC Mix........................................................................................................................................9
Specific Media Objectives/Mix.......................................................................................................10
Measuring IMC Program Effectiveness...............................................................................................11
Evaluation Program.........................................................................................................................11
Conclusion and recommendation........................................................................................................14
References...........................................................................................................................................15
Appendix: Mini Audit.........................................................................................................................18

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Introduction
Business background
Woolworths is the leading supermarket chain in the region of Australia. It has employed
about 115,000 employees in their stores; distribution centres that helps to provide wider
range, finest facilities, higher range, convenience and value to their consumers. It is engaged
with Australian farmers and products and ensures that premium product exists for customers.
The company acquires 96% of all fresh vegetables with fruits and ensures that superior
product exists for the customers. Moreover, 100% of fresh meat is acquired through farmers.
It produces fresh food for Australians in order to gain competitive benefits. Woolworths is an
innovative and creative retaileras it focuses on offering a simple and convenient mode of
selling the new products. It offers the opportunity to the customer to purchase according to
convenience like customers can use computer at home to buy through Woolworth’s
supermarket app. It also facilitates the opportunities to provide the groceries direct to the
bench of the kitchen (Ali, Shaban, and Al-Zubi, 2017).
Industry overview
The retail industry is continuing to expand, produce and widen their market and also
contributed to the development of economic and social sectors. The key components of
enhancing the retail industry arethe high development of the economy, increasing population
and increasing the purchasing power of consumers. Australian retail industry is elastic with
respect to launching the products and services. Moreover, the low-interest rate offered
support to the retail industry. In addition, the purchasing power of consumer has gained the
eventually impact on retail sector (Belch, Belch, Kerr, and Powell, 2014).

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Theory - demonstrated understanding (Situation analysis)
Product review/Buyer Analysis
It is evaluated that purchasers are more encouraging and influential as compared to the
retailer of the company. The key intention of buyer assessment is to assess the ideas of
consumers with regards to particular products and services of the company. It can improve
the productivity of Woolworths limited. It can alsoretain the consumers through the club
cards and loyalty cards and would be beneficial for improving the profitability of an
organisation. Woolworths emphasizes on different elements such as better quality, low rate
and customer-oriented products. Moreover, another factor is better services and best
promotion because of retaining the current customers and influencing the more consumers
with regards to products and services of the Woolworths (Bernardes de Queiroz, et al., 2018).
Along with this, a complex transformation in food retailing has created becausethe large
demand of consumers intended to purchase the product via the supermarket. It targetedlarger
demand of consumers who areintended to purchase the products via Woolworths. In
Australia, there is also a demandfor non-food products and services. In the current business
scenario, customers are more well-informed as compared to suppliers with regards to fair
trade. Hence, the organisation should more emphasize on influencing consumersthrough
marketing communication (Blakeman, 2018).
Promotional programs
Woolworths focuses on retaining current customers and creates a long-time association with
them. Moreover, it has developed different principles and approaches to their products and
services such as sales and distribution strategy, cost strategy and marketing and publicity
approach. The cost approach entails different factors such as psychological expenses, product
development expenses, marketing cost, volume discount, and cost of final goods. Along with
this, Woolworths highly emphasizes on developing an associationbetweencurrent and other

MARKETING COMMUNICATION 6
customers of Woolworths via effective utilisation of sales and distribution marketing
approaches (Bruhn and Schnebelen, 2017). In opposed to this, publicity and marketing
strategies entails certain types of components such as personal selling, loyalty cards, and e-
mail confirmation. It would be beneficial for gaining profitability and increasing the demand
of customers towards Woolworth’s products.
Competitive Review
Woolworths has different competitors such as Wesfarmers, Aldi and Coles supermarket. The
market share of supermarket demonstrates the actual growth position of the company in the
market. From the assessment, it is evaluated that Woolworths has a high market share as
compared to its key market participants. It also demonstrates the optimistic situation of the
company (Camilleri, 2017).
SWOT analysis
Strength
 The higher market expansion of
Woolworth
 Growth strategies of the company
 Online stores
 Renowned brand value
Weakness
 Increase debt burden
 Delay facilities
 Lack of offering customer-oriented
products
 Inadequate comprehension regarding
the local languages
 Lack of international brand(Camilleri,
2017).
Opportunities
 Maximum growth of the market
 Opportunity to penetrate into the non-
food sector (Vernuccio and Ceccotti,
Threats
 Existing rivalry
 Maximum competition for acquiring
resources and clients

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2015).
Marketing goal
Marketing program supports to achieve the marketing goals of Woolworths. Organisation’s
performance is analysed by the marketing goals and it also impactson the situation analysis.
There are many factors that are considered by the firm to get higher competitive benefits like
market share, Sales revenue, profit, Sales Volume, and investment return (Zabkar, Mumel,
and Vanita, 2015).
 To increase AUD $8000 sales volume by using an advertising campaign
 To increase the market share of Woolworths by 8% by considering competitors
evaluation
 To increase AUD $280000 sales revenue by considering advertising
 To increase AUD $400000 income by considering new IMC component
 To enhance AUD $500000 return on investment in upcoming 3 months.
Theory - correct application
Market segmentation and market targeting
Woolworths selects a specified marketplace to enhance the opportunities of benefits from the
Australian market. The marketplace has classified into certain similar subgroup by market
segmentation. Group of the specified marketplace is chosen which have the same
requirements, desire and features. It could be achieved by practising the diverse strategy of
the marketing mix. Classification of main segmentation could be psychographic, geographic,
behaviouristic and demographics. For this campaign, Woolworths aimed supermarket that is
divided as demographic, behaviouristic and geographic market segmentation (Valos, et al.,
2016).

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Geographic
Woolworths can deal in the Australian marketplace and with some other areas sincethe
demand of customers is high these regions for Woolworths products.
Demographics: Age
Woolworths would concentrate three categories of customer’s age group that are 10-15 years,
15-20 years and 20-25 years and also focuses on the 25-30 years old customers. Customers
that belong to above-mentioned age group of categories want to purchase more frequently as
compared to any other customer in the world. In addition, the customer would compare the
price and quality of the food products as every consumer wants to get a quality product ata
low price. After the comparison of price and quality, the consumer would select to purchase
more items by that supermarket which provides food products with premium quality in
minimum price. Woolworths would get the information about premium quality in low price
products by this marketing campaign due to gain understanding about the desires and
requirements of consumers (Andrews andShimp, 2017).
Targeting
This marketing campaign enhances the interest of consumers with respect to Woolworths
because it would provide superior quality products ata minimum price and also offers
affordable products to the consumers. Consequently, it is analysed that young customers are
targeted to provide a market for Woolworths by this marketing campaign. From this
campaign, the organization would be capable to get many opportunities that could lead the
firm to get higher competitive benefits in the existing marketplace (Baker, 2014).
Positioning
Woolworths will emphasize on the customers who want to live a healthy lifestyle in Australia
by offering the quality and fresh products as it has a higher demand in the marketplace in the
current scenario. It will create the positive image amid the customers by improving the extent
of services and providing the benefit to consumers because they are willing to pay a higher

MARKETING COMMUNICATION 9
rate to get the healthy products (Bowie, et al., 2016). This campaign will create a unique
image between the consumers by launching the new products with the finest quality and
distributing in the area where the demandfor healthy products are high.
Communication objective
 To increase the demand of consumers in particular time framework by offering them
added value and advantageous in brand
 To gain new customers and retain the current customer who gives preference to their
brand rather than other competitors
 To influence the consumers who have never buy a brand of Woolworths
 To evaluate the impact of advertisement on the progress of consumers from
responsiveness to act
Christian application (Integrated Marketing Communications Program)
IMC Mix
The integrated marketing communication programme could be imperative for getting a
reliable outcome. The IMC could consider many components such as social and digital media
marketing, word of mouth marketing, personal selling, direct marketing, event and
experience. For promoting the campaign, social and digital marketing could be the most
important element of the IMC. Moreover, it is also evaluated that online marketing tool is
imperative for the attainment of objectives of the campaign. It also leads the firm to
effectively introduce goods and services in the marketplace (Calder, Malthouse, and
Maslowska, 2016). In addition, it is also examined that Woolworths will reach at the huge
amount of consumers in the least time. It also leads the firm to
Purchase goods and services of Woolworths and retain them for long-term. In addition to this,
Along with this, it is the key element of integrated marketing communication to create sales
via online as the planned campaign will need to drive the distinct traffic to websites. It will

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support to increase the understanding of goods and services among the huge amount of
consumers as it would be effective for getting higher competitive benefits. There are many
sources that are considered by the organization such as Google, Instagram, Facebook,
Snapchat, and YouTube. It also supports the firm to make their unique image in the
marketplace (Villeneuve andPasquier, 2017).
Specific Media Objectives/Mix
Media Objectives for this campaign
 To create a visual image towards Tesco supermarket among the huge amount of
consumers.
 To develop a positive image as compared to their market players
 To inspire consumers in the context of a specified brand
The IMC will be imperative for easily promote the campaign and get a favourable result. The
social media marketing mix is an imperative method to directly converse with the consumers
and reach a valid conclusion. This facilitates the firm to attract a huge amount of the
consumers as it would be effective for easily promoting the campaign and get a valid and
reliable result. This campaign could also support the firm to meet the aim and objectives of
the organizationin the least time and cost. For promoting this campaign, the organization will
make a plan to consider creation sources of social media to get reliable outcome named
YouTube, media display, social media Ads, and demand advertisement video (West, Ford,
and Ibrahim, 2015). The organization will also use the email marketing method by which
organization will be capable to directly converse with consumers and increase the demand for
products and services. In addition, it is also examined that there are many methods that are
considered by the company to promote a marketing campaign like the internet, press release,
billboards, TV, radio, and PR. For promoting this campaign, Woolworths will imply online
media marketing method as it would lead the firm to spread the awareness of products and

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services among a huge number of consumers. The organization could make their own
websites and make facilitates the consumers to understand the features of products and
services before making the purchasing decision. It would also be effective for
differentiatingthe product and services of the firm from their market player. Consequently,
the organization would be capable to influence the consumers to make the purchasing
decision in the context of their products and services (Šerić, Gil-Saura, and Ruiz-Molina,
2014).
Measuring IMC Program Effectiveness
Evaluation Program
The assessment of the IMC campaign could consider all factors of the promotion mix. There
are many key areas that are considered by the organization to evaluate and measure integrated
marketing communication plans like message content, sales effect, and media evaluation.
Another approach that could be practised by the organization to examine the IMC culture is
Ogilvy theory of communication. This theory enables the organization to make the position
of the brand in the marketplace. Moreover, it is also evaluated that consumer decision making
procedure could be effective for increasing brand preference in the marketplace. It could also
be imperative to determine the campaign success (Smith, et al., 2015).
Media Evaluation
Tool Objectives Key Performance
Indicators
Commercial Ad Consciousness  To influence a huge
amount of the
consumer by different
channels.
 Enhances of

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advertisements
detection and
memories
 Positive impact on the
consumer's decision
(Bolton,
Bhattacharjee, and
Reed, 2015).
Out of Home Awareness  Enhances in the
numbers of consumers
by considering
different tools and
techniques
Direct and Digital
Marketing
Consciousness and Action  It could lead to collect
different views and
feedbacks of
consumers
 Speed click
 Enhancement in the
sales of the
organization by
considering social
media
 Collect a hugenumber
of positive and