Woolworths: Exploring the 4 Ps of Marketing in the Australian Market

This presentation provides an analysis of the marketing mix (4 Ps) of Woolworths, the largest supermarket chain in Australia. It examines the product offerings, including edibles, magazines, and household items, and discusses Woolworths' pricing strategies, which are often higher due to premium brands and loyalty programs. The presentation details the extensive store network across Australia and online platforms, as well as Woolworths' international presence. Finally, it covers the promotional activities, including loyalty schemes, the Fresh Food campaign, and the use of social media and magazines. The analysis is supported by several academic references.

Introduction
Woolworths is the largest supermarket chain of Australia.
They currently operate through over 1000 stores and have
a workforce of over 115,000 employees across the county.
They also have distribution centers and support offices to
provide their customers with high value and quality
products for daily use. One of the factors that separate
Woolworth from other chains of Supermarkets is that they
work closely with Australian famers and growers to provide
the best quality products available. It has been reported
that ninety six percent of all fresh fruits and vegetables and
hundred percent of the fresh meat are from Australia.

About the Presentation
Being one of the most innovative retails of
Australia, Woolworths understand that the
customers always look for new and simple
ways to buy products. They have a innovative
and efficient management system that keeps
the customers satisfied. In the following
presentation the 4 P’s of marketing is being
discussed in relation to the supermarket chain
retailers, Woolworths.

Product
• Woolworths provide edibles products like vegetable,
fruits, meat, packaged products like beverages and
chocolates (Arli et al. 2013).
• They also provide common products magazines, DVDs,
stationary items.
• They also provide expensive products like jewelry,
furniture, beddings and clothes.
• They also provide household products like
dishwashing and cleaning products like cleansers and
toilet paper.

Price
• Price in Woolworth is expensive compared to most
supermarkets in Australia.
• They offer different types of premium brands in their
chains which keeps the price balanced in the market
(Wu et al. 2015).
• To keep it balanced, they offer 20$ AUD vouchers for
every 200 points from purchase.
• They also provide shopping cards which automatically
track purchase and even discounted offers.

Place
• Woolworths operates in over 1000 different stores
throughout Australia.
• More than 950 stores are supermarkets and the rest are
convenience stores.
• All of them have online platforms such as mobile apps.
• They also have private labeled brands like Woolworth
Homebrand, Woolworth Select, Woolworths Gold and
Woolworths Fresh (Cameron et al. 2013).
• They are also located internationally in Mexico, New
Zealand, United Kingdom, South Africa and many more
countries.

Promotion
• Woolworths offer many sorts of promotional offers.
• They offer loyalty schemes for customers that include
petrol pump discounts (Methner, Hamann and Nilsson,
2015).
• From 1987-2012 they offered Fresh Food campaign.
• They use social media and magazines for promotion.
• They offer extensive deals and offers from the
customers like gift cards from their online stores.

References
• Arli, V., Dylke, S., Burgess, R., Campus, R. and Soldo, E., 2013. Woolworths Australia and
Walmart US: Best practices in supply chain collaboration. Journal of Economics,
Business & Accountancy Ventura, 16(1).
• Cameron, A.J., Thornton, L.E., McNaughton, S.A. and Crawford, D., 2013. Variation in
supermarket exposure to energy-dense snack foods by socio-economic position. Public
health nutrition, 16(7), pp.1178-1185.
• Methner, N., Hamann, R. and Nilsson, W., 2015. The Evolution of a Sustainability Leader:
The Development of Strategic and Boundary Spanning Organizational Innovation
Capabilities in Woolworths. In The Business of Social and Environmental Innovation (pp.
87-104). Springer, Cham.
• Wu, J.H., Neal, B., Trevena, H., Crino, M., Stuart-Smith, W., Faulkner-Hogg, K., Louie,
J.C.Y. and Dunford, E., 2015. Are gluten-free foods healthier than non-gluten-free foods?
An evaluation of supermarket products in Australia. British Journal of Nutrition, 114(3),
pp.448-454.

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