MKT201 Integrated Marketing: Redesigning Woolworths Meat Advertisement

This report focuses on redesigning an advertisement for meat products at Woolworths Supermarket to highlight the company's commitment to environmental consciousness, health, and product quality. The strategy involves showcasing ethically raised and sourced meat from small farms, emphasizing plastic-free packaging. The target audience is young, health-conscious consumers aged 18-30. The campaign aims to shift perceptions from poor quality, industrially farmed meat to high-quality, ethically sourced products. Communication strategies include public relations, marketing campaigns, and customer feedback mechanisms, with redesigned messages for Facebook, the website, and TV commercials. The report also presents a product portfolio analysis and a perceptual map illustrating the competitive positioning of Woolworths' meat products.

Running head: MARKETING
Marketing
-Woolworths Supermarket
Name of the Student
Name of the University
Author Note

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Summary:
Background of the task:
The aim of the study is to create and redesign advertisement for meat products at
Woolworths Supermarket to show its focus on environmental, health and quality
consciousness and develop a product portfolio.
Strategy statement:
The strategy is to show that the meat sold at Woolworths are ethically raised and
sourced from small farms instead of industrial farms to maintain better quality of the product
as well as show environmental consciousness in its plastic free packaging approach.
Products brand positioning
Given below is the perceptual map of meat products sold at Woolworth’s
supermarket:
Great Taste
High Nutritional ValueLow Nutritional Value
Poor Taste
Woolworth’s
Meat products

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(Figure 1: Perceptual map of meat products at Woolworths. Source self-work)
Objectives of the message
Objective of the campaign message is to show the target audience that Woolworths is
focused on providing high quality and healthy meat products procured from hand raised and
ethically slaughtered cattle from small ranches instead of industrial farms where people feel
the animals are raised in an unhealthy and unethical manner. Also, the the message would be
to show that the company is also environmentally conscious though it’s environmentally
friendly packaging process.
Target audience:
The target audience would mainly be the young customers between the age of 18 to
30 years of age, who are trendy and are very conscious, environmentally as well as health
wise and prefer meat from ethically raised and slaughtered cattle. Among them, customers
who are from middle and upper middle class economic background with moderate purchasing
capacity would be targeted, typical profiles would include: college/university students, young
professionals, businessmen and service people.
What does the target audience feel about the product
Currently many customers feel that the meat quality is poor and that it is procured
from industrial farms where the cattle is not raised and slaughtered ethically.
What does the company want the target audience to think and feel
The company wants the target audience to believe that the company procures the meat
from small farms where the cattle is raised and slaughtered ethically as well as safely without
using any harmful chemicals. The company also wants the audience to believe that the
quality of the meat is superior.

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What does the company want the target audience to do?
The company wants the target audience to try the new line of high quality meat
products. Moreover, the company also wants the audience to increase purchase of meat
products from the stores as well as make more purchases online.
How should the business speak to the target audience?
The company can develop effective communication with the target audience through
public relations, marketing campaigns, promotional campaigns and taking customer
feedbacks. The company can also use its website and advertisements as well as press
conferences and newsletters to communicate with the audiences.

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Product Portfolio
Competitive Position
Weak Strong
Market Attractiveness
High
Low Meat products
(Maintain/protect
operations)
Introduction Growth Maturity Decline
Sales Low sales Quickly
raising
Peak in sales Decline
Costs High Average Low Low
Profits Negative Increasing High and
declining
Decline
Marketing Objectives Increasing
awareness
Increased
market
share
Increase
profits,
maintaining
market share
Reducing
the costs
and
milking
brand
name
Price Strategy Penetration Penetration
or
persistence
Competitive
pricing
Reduce
price

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Promotion/Advertisements Heavy Awareness
and interest
Differences
and benefits
Customer
retention
Redesigned message for Facebook: #Healthyandsafemeat for you and your family for all
seasons and occasions. Check out our new line of arm fresh meat collected from small farms
all over the country in a safe, ethical and healthy way.
Redesigned message for website: “Procured from hand raised farm animals in a safe an
ethical fashion, out meat products are of high quality and healthy”
Redesigned message for TV Commercials: “Procured from hand raised farm animals in a safe
an ethical fashion, out meat products are of high quality and healthy”

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ABC News, 1.
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