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Coles Supermarkets Marketing Concept Analytical Essay

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Coles Supermarkets Marketing Concept Analytical Essay essay
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Marketing Goal and Objective

Short-term Goal and Objective: To the extent the momentary objectives are concerned, the advertising division has intended to build the client base and traffic (Simmonds, 2012). Likewise, making the brand personality inside the market is another critical momentary showcasing target of Coles Marketing group.

Long-term Goal and Objective: In the meantime, the long-haul objectives are progressively crucial as those will add to set a manageable spot inside the Australian residential market. Coles Supermarket’s showcasing aptitude has focused to expand the deals and income. Expanding marketing projection is one of the essential long-run destinations for the retail evolved way of life business of Coles Supermarket (Coles and Erdman, 2015). The center business structure of Coles has additionally planned to improve its present business evaluations and the upper hand in the Australian market by giving effective administrations to the intended interest group. Moreover, the business showcasing a group of Coles Supermarket has tried to augment the objective market by situating brilliant items at a reasonable rate.

Coles The Strategic Planning Process

The Firm’s strategic planning process involves more than developing only the marketing strategy through strategic planning, a company responds to its environment, the processes of strategic planning establish the company mission and formulate goals, corporate strategy, marketing objective, marketing strategy and finally, a marketing plan. Coles marketing concept centers around pitching crisp sustenance to its clients through its all around kept up provider framework. It perceives the need of the clients which is an incredible quality item at a low cost. The client searches forward for an extraordinary administration at a marked down cost and needs a rearranged procedure of shopping with the goal that he can spare his time.

Coles has reliably improved its inventory network and embraced a less complex production network model through very much kept up dissemination focus and controlled transport framework. The stores are additionally structured in such a way to use the space productively and improve the profitability of the stores. Coles has in all respects cleverly put to utilize innovation in its grocery store stores to give an extraordinary encounter for the client however simplicity of shopping. Its stores support likewise has an extremely quick basic leadership procedure to determine client inquiries rapidly. It likewise gives snap and gathers administrations to give better administrations to its clients. Its portable application empowers clients to submit their requests on the web and get convenient conveyance (Coles, 2016). This promptly expanded clearance of the grocery store items and furthermore builds the client base of the organization.

Coles Marketing Mix Strategy


The item procedure and blend in Coles advertising methodology can be clarified as pursues: Coles offers new nourishment, staple goods, alcohol, general product, fuel, and budgetary administrations. The different contributions structure the advertising blend item procedure of the brand. The business fragments of Coles are Coles general store, Coles on the web, Coles alcohol, Coles express, Coles Financial Services, Spirit Hotels The items sold at the general store incorporate Baby items, Bakery, Dairy, Deli, Fresh organic product and veg, Coles Mobile, Gift cards, Heston, Liquor, Meat, sans gluten, Kosher Coles likewise offers its very own brands, for example, Graze Grass-Fed Beef and BonSucro sugar.

Coles has selective contracts with Shell and offers fuel at its Coles express comfort stores. Coles Liquor offers several alcohol brands. They have a wide assortment of nearby just as imported wine, brew, and spirits. Coles money related administrations offer protection which incorporates home, vehicle, life and proprietor protection and charge cards. Coles Financial Services more than 1 million clients. Coles works lodgings under the brand name Spirit inns. Coles sells in vogue on pattern clothing at its Target stores.


Coles is a cost chief. Coles offers clients lower costs while in the meantime giving amazing items. Coles means to persistently bring down the expense of the week after week container of products while the average cost for basic items in Australia stays high along these lines being an upper hand for Coles. Coles has been bringing down costs for a long time and Australian family units can spare a normal of $640 every year by shopping at Coles as indicated by their yearly report. Coles puts resources into store organize, rearranging forms, preparing, holding the best ability, revamping stores to keep up low costs and give an awesome client experience. Coles Liquor is committed to conveying lower costs, an improved range, and a superior store organize.

Coles express acquainted Everyday Value estimating with its comfort stores which incorporate lower-evaluated sustenance to-go and 80 penny espresso. Coles express likewise had with value topped limits for Christmas and new year empowering clients to spare more. There are numerous limits, faithfulness projects and advancements by Coles which clients can use to their advantage and show signs of improvement costs. Flybuy is one such unwaveringness program in which one element is to such an extent that a client spares $10 when 2,000 flybuys focuses are recovered while purchasing a Coles Insurance approach on the web.


Coles is present across Australia from as far west as Geraldton in Western Australia to as far east as Ocean Shores in the Northern Rivers region of New South Wales. Its workforce of 102,879 is spread across every state throughout Australia. The brand undertakes more than 21 million customer transactions at an average each week through its national store network and online platforms. The brand has a store network of 787 supermarkets, 865 liquor stores, 89 hotels, and 690 convenience outlets across the country. In this way, Coles has a footprint all over the nation. The brand continues to deliver fresh and good quality products to its customers throughout Australia.

Coles has a total of 2,300+ outlets and reaches out to millions of users as a part of its marketing mix distribution strategy. Coles strives to build a better store network and has an objective to target supermarket net space growth of 2-3% per year. In 2015 Coles opened a new state-of-the-art Coles supermarket which offers the latest supermarket features. The supermarket has an open market-style fresh produce section and an in-store bakery, butcher, and deli. Coles opened 20 new supermarkets in 2015. Coles online is an online supermarket where customers can view the products offered by Cole and place an order anytime. Orders of fresh food are delivered within a specified time by Coles Online drivers in temperature-controlled vans. Coles Online achieved on a weekly average of more than 25 percent growth.

The Marketing Environment Coles Strategy

Gathering essential information is a lengthier, more perplexing procedure than social event auxiliary information thus it is typically showcasing has been recognized as a basic undertaking for the achievement of a business element. A promoting review is directed to watch and investigate the advertising system of an association and distinguish the issues looked by the organization to create key changes in the present approach. The paper has been created to direct a promoting review of Coles which is a 102-year-old organization and a market chief in the Australian retail industry (Coles Supermarket, 2016). Coles has been distinguished to control 31% of the Australian retail showcase that made it the subject of advertising review consider. As indicated by the organization report, it is a $22 billion organization with an income of $31 billion in the year 2015 (Coles Supermarket, 2016). Consequently, the goliath hold in the market with more than 100,000 representatives settles on it the decision for the exploration. progressively costly

Strategy Recommendation

Coles Supermarket Value Proposition: The suggested vital review of Coles Supermarket must advance new preparing and vocation improvement programs. Along these lines, the association can convey extraordinary administration quality to the objective socioeconomics. As the association is one of the quickest developing nourishment retail business chains, extra help must be given to the representatives with the goal that the client’s interest can be met in a proficient manner.

Target Market: The advertising the board of Coles Supermarket ought to present new improvement techniques, for example, new retails stores, promoting and item advancement to get to the biggest segment of the Australian market. Constantly, the choice of the new target market and further market infiltration can improve the deals and income of the association (Alon, 2003).

Marketing Positioning: Situating is another most prescribed system for Coles Supermarket’s business point of view. The situating methodology must recognize the business objectives and goals to create incorporated battles and center business messages through advertising. In Appendix 1, the center procedure of situating has been introduced that must incorporate interest age, occasions, open connection improvement, e-showcasing, marking and worker and social effort.

Marketing Positioning: Promoting opportunity means the brand ubiquity and foundation in a specific market. As one of the quickest retail business, Coles Supermarket must dissect the current market just as advertising chances to add a new arrangement of purchasers to the business. In the interim, noteworthy statistical surveying will be compelling to discover the and extraordinary open doors for Coles Supermarket’s business suggestion.

Reference List

  1. Coles Supermarket. (2016). [online] Available at: https://www.coles.com.au/about-coles [Accessed 9 Jul. 2016].
  2. Alon, I. (2013). Chinese economic transition and international marketing strategy. Westport, Conn.: Praeger.
  3. Simmonds, K. (2012). Strategy & marketing. Oxford [Oxfordshire]: P. Allan.
  4. Coles, J. and Erdman, H. (2015). Some Aspects of the Arguments against Grade Labeling. Journal of Marketing, 9(3), p.256.

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What is Coles business model?
Business model and strategy Coles is an omnichannel retailer selling products including fresh food, groceries and liquor through its supermarkets, liquor stores and eCommerce platforms.
What is the target market for Coles?
Target Customers It should be kept in mind that in addition to having products in the field of fresh fruits, dairy and other products, Coles should target children and youth between the age of 10 to 25 years by providing products of their convenience, choice and requirements.
What marketing strategies are used by supermarkets?
Common grocery store marketing strategies include some or all of the following techniques: Promotional Pricing. Everybody loves a bargain. Social Media Outreach. Offer Tastings. Personalized In-Store Advertisements. Offer Delivery. Online Print Marketing Materials. Charity Work. Build an Email List.
What type of market is Coles?
In Australia, we have an oligopoly retail market , with Woolworths and Coles (owned by Wesfarmers) as the two major players in our retail space. Australia's Retail Oligopoly. Woolworths Wesfarmers (Coles) Plants Plus Vintage Cellars Thrifty Link Warehouse First Choice Liquor BWS Thomas Dux 7 more rows
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