Marketing And Management Of The Organization Essay

Question:

Discuss about the Marketing and Management of the organization.

Answer:

Coles Products

This assignment focuses on the different products of the Coles Supermarket and illustrates the marketing concepts and segmentations that are associated with it. Five products that are sold under the name of Coles Supermarket have to be chosen here in order to establish the marketing concepts of these products ("Coles Supermarkets", 2017). The first product is the Arnott’s biscuits.

Arnott’s Biscuits

These biscuits are a very important brand in Australia and the war to sell this product exclusively has a huge importance and thus makes the company an added advantage. The biscuit falls in the segment of the food and beverages and thus attracts a lot of people. So, it is of utmost importance to gain the proper target market for the product (Armstrong et al., 2015).

Tagline

The tagline that can be used for this product is the one that ‘There is no substitute for quality’.

Unique Selling Proposition

The unique selling proposition or the USP for this product can be made such as the fact that it is or primary importance for the retail market organizations is to make products for the health and well being of the customers (Kiel, 2014).

Segmentation

The target segmentation for this product will be the health conscious and the product quality conscious people (Armstrong et al., 2014).

Target group

The target market for this product will be the people who belong to the middle and upper class. The main focus will still be on the people who are the age of 12.

Positioning

This product will be solely dedicated to look after the good health of the Australians and make them fit and healthy always (Slack, 2015).

SWOT Analysis

Strengths

  • This product is shipped to over 40 countries and has a good market share.
  • State-of-the –art manufacturing process makes its good operations (Grant, 2016).

Weaknesses

  • The ingredients are locally purchased.
  • Outside Australia, its market share is low.

Opportunities

  • Another form is cookies that can be introduced.
  • They can increase fortified products (Grant, 2016).

Threats

  • The competitive market is very strong.
  • This product can be seemingly be substituted by less costly products.

Prices of the products

The Arnott’s biscuits had been priced at $10 last week. However, the prices have increased because of its popularity and being the most favorite brand of the customers, the price has been increased to $12.

No Added Wax Apples

These products are one of the most attractive food products launched by Coles supermarket. There are several types of apples under this category and these kinds of apples are Royal Gala, Fuji, Red Delicious, Golden Delicious, Jazz, Granny Smith, Jonathan, Pink Lady and some others ("Coles Supermarkets", 2017).

Unique selling proposition

The unique selling proposition or the USP for these apple products can be the organizations first and foremost interest should be on ensuring the healthy and safety of the customers. Only this way they will be able to set a proper target market.

Segmentation

Mainly the people of the middle classes and the upper classes will thrive to buy these healthy products (Anaza & Rutherford, 2012). If they want all the people to buy these products, they must have to reduce the price of the products.

Target group

The target group for these apples should be the people of all ages with special focus on the children under 10 and adults over 60. Their health seems more vulnerable at these age groups so fruits will cater for their health and safety (Riefler, Diamantopoulos & Siguaw, 2012).

Positioning

As Coles is a trusted brand in Australia, these apples will dominate the market as these help to keep the health of the customers fit and healthy.

SWOT analysis

Strengths

  • These products cater for the good health of the customers.
  • Apples of different shapes and names bear energy and important vitamins and minerals needed for the body to grow.

Weaknesses

  • The cost range of these apples is not properly affordable by the lower middle class families.
  • The chemical laboratory test is yet to be done.

Opportunities

  • Apart from apples, they can launch other fruits also as most of the fruits are health friendly.
  • They can make these things to be available in both online and offline methods (Erdo?mu?, & Cicek, 2012).

Threats

  • The competitors are looming over them in this competitive environment.
  • Too much price will prevent the customers to buy these products.

Price of the products

The price of the apples was fixed at $2 per piece on Wednesday. However, on Saturday, the prices had been increased as it was a weekend and more people came to buy those apples. The price was $5.

Coles gluten free products

The gluten free products that are sold by gluten free products tend to serve a wide range of people in the Australian market (Miranda et al., 2014). The gluten free products includes the products such as Justin’s Maple Almond butter, Rxbar Protein bars, Wild Berry fruit strips, Libby’s 100% pure pumpkin, Rxbar Peanut Butter granola Bar and other ones. These are very important products since they help to control the cholesterol limits and keep other harmful internal diseases away. Other products include the Coles butcher Sausages, Coles Finest sausages, Smart Buy sausage mince are also important products of this organization ("Coles Supermarkets", 2017). These food products are good and delicious in taste and cater to the well-being of the people as well.

Unique selling proposition

The unique selling proposition for these products is to make the Australians live healthy through the intake of these products with less calories.

Segmentation

The health conscious people amd the people who prefer a gluten free lifestyle in Australia will be the target audience of these products.

Target market

Almost all ages of people will be benefitted if they consume these products. They will be able to taste delicious foods that will ensure their healthiness as well.

Positioning

As in modern times the number of health conscious people is increasing in random, these gluten free products are highly positioned in the market. These are very tasty, convenient to buy and incur great value to health.

SWOT analysis

Strengths

  • These products are beneficial for health.
  • The online shopping of these products have reached to the customer faster as well.

Weaknesses

  • These products are not available in all the market outlets.
  • The price is not convenient for lower middle class customers.

Opportunities

  • Apart from food products, healthy drink products can be introduced as well.
  • New products should be launched at regular intervals.

Threats

  • The rising rivalry between Coles and Woolworths may hamper the sales of these products.

Price of the products

The gluten free products are very much in demand. Coles had to decrease the prices because it should be available to everyone. The price was reduced to $15.

Coles Comfy Bots Nappies

Coles comfy bots nappies are important baby products that are introduced. These are very significant for the new mothers and it helps them in keeping their babies clean and safe from germs as well ("Coles Supermarkets", 2017).

Unique selling proposition

The babies are the future of the country so Coles has introduced products that will keep the babies safe.

Segmentation

As this is a baby product, the new mothers are the target segmentations for this product (Schor, 2014).

Target Group

As the new mothers are the segmented audience so the target audience, the target group are between 20-35 years of age.

SWOT Analysis

Strengths

  • The babies will be protected.
  • As the design is unisex, both the boy and girl babies can be benefitted.

It will keep them away from the germs.

Weaknesses

  • The publicity of this product is not done properly.
  • The range of products is not so wide.
  • The quality issue can be considered as a concern for this product.

Opportunities

  • Apart from the babies, Coles can introduce some things for the older people as well.

Prices of the products

The baby nappies were sold at $10 per piece on Wednesday but it was increased to $15 because more people came to the shop for buying it.

Coles mobile

Coles mobile is another lucrative product that they have introduced for the customers. The customers will be greatly benefitted by their mobile data plans if they use them. They have introduced several new plans for the customers from weekly to monthly plans (Mostafa, 2013). The data benefits are very good and they will be highly benefitted if they use these plans. The fact is that the Coles mobile facilities are directed for all the citizen of the country.

These mobile plans include 2 GB data, unlimited talk time and unlimited text messaging facilities for 28 days at just $ 20. This is an extremely lucrative process for the people. They will be able to get huge benefits at a very small amount of money (Mostafa, 2013). Their other prepaid plans include unlimited talk, unlimited texts and 1 GB data at just $ 10. Their new prepaid plan includes unlimited talk, unlimited texts and 7 GB mobile data at just $ 40. It includes 250 interrnational minutes across countries like Hong Kong, China, India, South Korea and others.

Segmentation

These plans are mainly the youth because they are very much tech savvy and love to use the internet all the day. They are the primary focus because the modern young people spend most of the times on social media and playing online games (Kuss, Louws & Wiers, 2012).

Target group

As per the basis for segmentation, the age of the target group would be between 15 to 25 years. Both boys and girls will be counted here.

Positioning

The prepaid mobile plans are very much popular and as it is much helpful, it holds a strong market position. It has a sustainable future.

SWOT Analysis

Strengths

  • The target audience would be able to make faster communication.
  • The amount of the prepaid plans would be very effective for the economically weaker sections.

Weaknesses

  • If the students and young people indulge in too much social media activities, it might affect their studies.
  • The internet speed may decrease if too many people use the high speed internet at the same time.

Opportunities

  • New effective plans can be introduced.
  • New mobile phones can be gifted to customers by holding competitions.

Threats

  • The telecommunication organizations will feel the urge to launch new plans to compete with Coles.
  • They might introduce data plans in a lesser amount.

Price of the products

The mobile data plans had been increased to $25 because the costs went high and they had to manage the costs.

References

Anaza, N. A., & Rutherford, B. (2012). How organizational and employee-customer identification, and customer orientation affect job engagement. Journal of Service Management, 23(5), 616-639.

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education.

Coles Supermarkets. (2017). Coles.com.au. Retrieved 11 September 2017, from

Erdo?mu?, ?. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360.

Grant, R. M. (2016). Contemporary Strategy Analysis Text Only. John Wiley & Sons.

Kiel, I. H. (2014). Entrepreneurial marketing.

Kuss, D. J., Louws, J., & Wiers, R. W. (2012). Online gaming addiction? Motives predict addictive play behavior in massively multiplayer online role-playing games. Cyberpsychology, Behavior, and Social Networking, 15(9), 480-485.

Miranda, J., Lasa, A., Bustamante, M. A., Churruca, I., & Simon, E. (2014). Nutritional differences between a gluten-free diet and a diet containing equivalent products with gluten. Plant foods for human nutrition, 69(2), 182-187.

Mostafa, M. M. (2013). More than words: Social networks’ text mining for consumer brand sentiments. Expert Systems with Applications, 40(10), 4241-4251.

Riefler, P., Diamantopoulos, A., & Siguaw, J. A. (2012). Cosmopolitan consumers as a target group for segmentation. Journal of International Business Studies, 43(3), 285-305.

Schor, J. B. (2014). Born to buy: the commercialized child and the new consumer cult. Simon and Schuster.

Slack, N. (2015). Operations strategy. John Wiley & Sons, Ltd.

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