Report: Marketing Communication Analysis of Woolworths Advertisement

This report analyzes a Woolworths advertisement published in The Telegraph, focusing on its marketing communication techniques. The report examines the marketing communication process, highlighting how Woolworths communicates with its target audience through print and online media, em...Read More

Running head: MARKETING COMMUNICATION
Marketing Communication
Name of the Student
Name of the University
Author Notes

2MARKETING COMMUNICATION
Table of Contents
Introduction......................................................................................................................................3
Marketing Communication Process.................................................................................................3
Integrated marketing Communication.............................................................................................4
Critical analysis of Market Segmentation and Brand Positioning...................................................5
Conclusion.......................................................................................................................................6
Reference.........................................................................................................................................7
Appendix..........................................................................................................................................8

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Introduction
Woolworths Limited is one of the largest Supermarket retail supermarkets of Australia,
which uses various effective modes of marketing in order to communicate with target group of
customers. The purpose of this report is to analyse a piece of advertising of Woolworth’s
supermarket which was published in one of the popular newspaper in Australia, The Telegraph
on 1st February 2013. This piece of advertising is mainly in print media as it uses attractive
graphics and pictorial representation of product description. This piece of advertisement has also
been published in online. The report will highlight upon the communication technique processes
used in the chosen piece of advertisement. It will also critically analyse the market segmentation
and branding strategies used by Woolworths. The process of integrated communication
marketing techniques will be described in detail in context of the chosen advertisement piece.
Marketing Communication Process
Marketing communication process consists of various types of integrated activities,
which is aimed to send message to the target group of audience. Well-coordinated promotional
program can also be developed with the help of effective Marketing Communication which can
help to rise the and among the target group of customers (Chitty et al. 2015). It is important to
mention that in the context of the recent times, marketing communication is one of the Essential
elements that are used by all large scale company in order to build a healthy relationship with the
customers. In the given piece of advertisement, of Woolworths, this is about the Fresh fruits and
vegetables that are available in their Store, is aimed for all group of people. There are various
element related to the marketing communication process, which includes all groups of people
and the stakeholders (Moriaty et al. 2014).

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In the given case, of the chosen advertisement the target group of audience includes all
the people of Australia, who are cautious about their health and likes to have Fresh fruits and
vegetables at much lower rates. One of the important aspects of the messages that have been
used in this piece of advertisement is that the company has described the price of each product.
Along with that the company has also Delhi got a strong corporate social responsible message,
which aims to raise the awareness among the people about providing donation, to help the
socially backward classes in Australia. The message also contains detailed description of the
total amount that has been collected by Woolworths for recovering the social situation of various
backward class communities, who has suffered disaster.
With the help of this effective communication process, it is possible for the company to
reach out to the target group of customers and raise their awareness level above corporate social
responsibility. It is also increasing the customer to buy products from their stores in order to
contribute the backward classes of the society.
Integrated marketing Communication
In Integrated Marketing Communication techniques, business organisations use various
types of messages that are linked together. This help to promote the image of the organisation
and raise the level of brand awareness (Clow and Baack 2014). It is also possible to optimise
marketing strategies with the help of Integrated Marketing Communication techniques. In the
context of the chosen advertisement piece of Woolworths, it can be said that the prices of various
fruits and vegetables have been mentioned along with their nutritional value. This message has
been integrated with an important message related to the corporate social responsibility of the
company, which includes contributing to the socially backward class. The integrated message

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of social responsibility encourages the customers of Woolworths to make donation to the local
store that will be used for helping the community at various backward sections of Australian
society. The integrated communication process also helps the company to build a strong
relationship with people of various section of the Australian society, which even includes the
Australian farmers.
Hence, with the help of integrated communication technique, it is possible for the
company to reach out to a wider group of audience and increase the level of their awareness
related to the branding and corporate social responsibility.
Critical analysis of Market Segmentation and Brand Positioning
The help of brand positioning techniques, it is possible for business organisation to build
a sustainable position within the market and raise the level of awareness and when consciousness
within the target group of customers (O’Guinn et al. 2015). In the given piece of advertisement,
the company seeking return level of brand affinity by delivering the message of fresh fruits and
vegetables that are available in the Woolworths stores. This technique will help to elevate the
brand image, due to the fact that the company is offering fresh fruits and vegetables at low cost.
Advertisement can also be compared with various rival brands of Woolworths as they are using
aggressive pricing techniques in order to gain competitive advantage.
The message that is used in the piece of advertisement is also in for a definite segment of
the market. The advertisement is mainly aimed for the people, who are conscious about the
pricing and quality of food products they are purchasing. With the help of the corporate social
responsibility, which is also a part of this advertisement, the company can target a certain group
of people who are concerned about improving the social condition of backward Class Section.

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Hence, it can be said that, with the help of effective message and graphical
representation and attractive font writing, it is possible for Woolworths to elevate the level of
brand awareness among the target group of customers. Moreover it is important to mention that
the advertisement is name for a larger segment of the Australian consumer, as fruits and
vegetables are basic requirements for all groups of people.
Conclusion
Overall it can be concluded that, in the chosen piece of advertisement of Woolworths that
is published in print media it is possible for them to deliver and effective integrated message.
This message can ultimately help to deliver effectiveness and raise the level of brand
consciousness among the target group of customers.

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Reference
Chitty, W, Luck, E, Barker, N, Valos, M and Shimp, TA 2015, Integrated marketing
communications, 4th ed, Cengage Learning, Melbourne.
Clow, K and Baack, D 2014, Integrated advertising, promotion, and marketing communications,
6th ed, Pearson Education, London.
Moriaty, S, Mitchell, N, Wells, W and Brennan, L, 2014, Advertising: Principles and Practice,
Australasian 3rd ed, Pearson Education, Sydney.
O’Guinn, T, Allen, C, Semenik, R and Scheinbaum, A, 2015, Advertising and integrated brand
promotion, 7th ed, South Western Cengage, Mason, OH.

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Appendix
Chosen piece of advertisement