Marketing Principles for Coles Liquor and Online - MyAssignmenthelp

Question: Discuss about theMarketing Principles for Coles Liquor and Online. Answer: Introduction The report shall research on Coles super market that is a western Australian based brand deals in grocer retailing. The company has a leading position in the Australian supermarket industry as it is one of the old and famous brands of grocery in Australia. The aim of this report is to research on the Coles supermarket and is operation to examine the same organization and to discuss about the marketing mix for the company. It is the fact that the competition is very high in the industry for the business organization that are dealing in grocery business (Piekkari, Plakoyiannaki, and Welch, 2010). Due to this, it becomes very relevant to have effective and prominent marketing strategies for the company. In order to have better understanding of the company, the report will deeply research on the topics related to the marketing and marketing strategies. The report discovers that the Coles super market is the leading band in grocery that belongs to Coles group (Moussa, and Touzani, 2010). The research includes the marketing mix for the company that includes product, price, place and promotion. The other parts are all about the basic concepts of the marketing, market analysis of Coles supermarket and other topics related to marketing. The report the short term and long term strategies for Coles super market that will help the company to manage the competition present in the industry and markets. Marketing Mix of Coles Supermarket Australia Marketing mix of Coles analyses the company and its bran that covers the marketing mix of the company that is price place, product and place related to the company. It also explains the marketing and business strategies of Coles. Product The company Coles that believes in delivery of fresh vegetables, fruits, liquor, food, fuel, financial services, general merchandise and other services related to grocery. The company offers various types of offerings to its customers expanding the product mix of their company and in order to have better management the company needs effective management and strategies. The product and business segments of Coles are- Coles super market, Coles liquor, Coles online, Coles express, the financial services of Coles, spirit hotels (Yoo, Lee, and Bai, 2011). The products that sold at the grocery shops of Coles are many products like dairy, berry, deli, fresh vegetables and fruits. The company also has its own brand products that are manufactured by Coles such as graze grass beef, bonsucro sugar, etc. they have also established good contacts with shell and offer fuel at the stores of Coles and express convenience stores. The liquor offered by Coles comprises of more than 100 brands of liquor (Myung, McClaren, and Li, 2012). The company has a huge variety of alcohol belong to national and international brands. They have imported wines, beer, spirits, beer, etc. The financial services at Coles offers services related to insurance on car, life, credit cards, and landlord insurance (Kumar, 2015). The financial serves of Coles has more 1 million customers. The company also deals in hotel industry and the brand name used by Coles is spirit hotels. They sell fashion products belong to the latest trend at its target stores. Price Coles super market are famous for the cost effective practices and because of this they are known as cots leader. They provide products and services to their customers at the lowest prices at the same time they provide high quality products (Gordon, 2011). The aim of the company is to lower down the prices of the product for the daily basket products. The benefit of doing this is that the cost of living in Australia is very high thereby it provides completive advantage to the company. The company starts this strategy before 6 years and now it has become one of the major strategies of the company (Mintz, and Currim, 2013). According to the annual report if the Australian purchase their household from Coles then they can save $ 640 per year just by shopping from Coles stores. Other than this, the company has invest a huge amount to simplify the store networks, process, training, best talent, retention of the employees, satisfaction of the customers, refurbishing and other activities. The purpose is to provide good experience in low cost. The liquor by Coles is also dedicated to the lower price policy and a better range of the same. They have a better store facility in which they have introduced which is managed by Coles express (alkan, and Callon, 2010). Coles express is famous for every day value pricing for the products and services of Coles. The Cole express use discount and loyalty programs on occasion like Christmas, New Year eve and other occasions so that the customers can save more. It provides benefits and cheap prices to the customers. One of the loyalty program by Coles is flybuy which is one featured program in which the customer can save $ 10 when 2000 points of flybuy are redeemed at the of purchase done by Coles insurance policy online (Ord anini, and Parasuraman, 2011). Place The marketing strategies and advertisement policies of Coles circulate around the lower down the policies of cost. It has more than 2300 outlets and they reached to millions of customers by using its effective, marketing mix and distribution strategy. The company is still starving to open better stores to target the super markets and its net space growth of 2-3 % per year. In the year 2015, the company has started a new concept of stores that is state-of- the- art Coles super markets that comprises of latest features of supermarkets (Abrahams, 2010). Coles supermarkets has adopted an open market style that has a fresh products section and a bakery that is in store bakery, butcher and deli. The company has opens 20 new supermarkets. They have their online stores where the customers have an option where they can view products and services offered by Coles and easily place the orders anytime anywhere. The orders for the fresh food are delivered in the prescribed time by the Coles online drivers and that too in temperature controlled vans. The online business of Coles achieved an average growth of 25 % per week. There are many stores of Coles express that were opened with aim improve range food and convenience to offer to the customers. The liquor of Coles has three brands that are 1st choice liquor superstore, the liquorland convenience offer and the specialist chain vintage cellars. The company also has many types of loyalty, discounts, promotion schemes, and other benefits to the customers that help to retain them for longer period of time (Thornton, Cameron, McNaughton, Worsley, and Crawford, 2012). The flybuy program of coles group, its rewards and loyalty provides the worlds targets that are 5.5 million Australia active customers and users. The reward is known as one of the most famous reward by the independent research agency in Australia and other countries. The customers can get up more than 6 x points that can be redeemed by the coles supermarkets shops (Leonidou, and Leonidou, 2011). Promotion Coles marketing strategy and promotion policies have the same motive that is to lower the price of the production and cost of production. The tagline used by this company are why may more, extra value for you and me, cheap groceries, etc, that highlights Market Strategies of Coles The main motive of coles supermarket is to provide the individuals of Australia an experience of shopping for which they trust the company (Battini, Boysen, and Emde, 2013). The customer believes that Coles is one of the trusts worthy, delivered premium quality products and services at lowest process, its values and morals. The strategic planning for coles revolves around 6 major points that helps the Coles Company to be the leader in the supermarkets of Australia is The best customer experience Truly better value Stunning quality fresh food Working as a smarter stores Excellent availability Sold and served with personality The company has taken many initiatives so that the meet of the customers can be fulfilled (Gummesson, Lusch, and Vargo, 2010). The initiative are related to the diversification in the products, launching new range of products, improvements in the availability of the products in the stores and online selling, removal in the service duplication and removal of product duplication and many other changes to attract the customers and to retain them for a longer period of time. The company has also framed new strategies to enhance the shopping experience of the customers. The company has launched a unique and innovative business combination and decreases the price and increases the cost absorption so that they can concentrate on delivery of value to the customers. The stores of coles try to match up with the requirements of the customers and provide all the required products and services to the customers. They enhance the services by providing training to the employees so that they can perf orm better for their customers (Moussa, and Touzani, 2010). The trend in Australia is to cook scratch food istead of pre packaged food. The coles adopted this strategy and bring diversification in the packaged food. The main motive of coles supermarket is to provide the individuals of Australia an experience. The main motive of coles supermarket is to provide the individuals of Australia an experience of shopping for which they trust the company (Borden, Coles, and Shaw, 2017). The customer believes that Coles is one of the trustworthy, delivered premium quality products and services at lowest process, its values and morals to the customers related to the shopping for which they trust the company. The customer believes that Coles is one of the trustworthy, delivered premium quality products and services at lowest process, its values and morals. The company promise to be the best provider of products, options in the food items, services that are finest in nature, etc. coles company also involved themselves in to the retail leaders program that help the company to adopt innovative approach for the purpose of training ( Fillis, 2011). There are various keys for the marketing strategies of the coles supermarkets that are people, stores, products, care, financial returns, services, etc. Conclusion The marketing mix of the company will let know about the price, place, product and promotion but the entire management of the marketing strategies is in the hand of the business organization. It is one of the uncomfortable factors that need to be managed by the managers. In order to achieve the same, the need is to adapt effective practices in the company. Though, the company coles supermarket has very effective marketing strategies that help the company to have competitive advantage. The problems, issues and challenges with coles is that they analyze the marketing environmental and marketing mix of the company but do not make any changes and do not bring any innovation in the company so that improvements can be bring inside. They perform further activities like analysis of the external and internal environment and designing and framing of strategies accordingly. References Abrahams, C. (2010). Transforming the region: supermarkets and the local food economy.African Affairs,109(434), 115-134. Battini, D., Boysen, N. and Emde, S., 2013. Just-in-Time supermarkets for part supply in the automobile industry.Journal of Management Control,24(2), pp.209-217. Borden, D.S., Coles, T. and Shaw, G., 2017. Social marketing, sustainable tourism, and small/medium size tourism enterprises: challenges and opportunities for changing guest behaviour.Journal of Sustainable Tourism, pp.1-18. alkan, K. and Callon, M., 2010. Economization, part 2: a research programme for the study of markets.Economy and Society,39(1), pp.1-32. Fillis, I., 2011. The evolution and development of arts marketing research.Arts Marketing: An International Journal,1(1), pp.11-25. Gordon, R., 2011. Critical social marketing: definition, application and domain.Journal of Social Marketing,1(2), pp.82-99. Gummesson, E., Lusch, R.F. and Vargo, S.L., 2010. Transitioning from service management to service-dominant logic: Observations and recommendations.International Journal of Quality and Service Sciences,2(1), pp.8-22. Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look out for.Journal of Marketing,79(1), pp.1-9. Leonidou, C.N. and Leonidou, L.C., 2011. Research into environmental marketing/management: a bibliographic analysis.European Journal of Marketing,45(1/2), pp.68-103. Mintz, O. and Currim, I.S., 2013. What drives managerial use of marketing and financial metrics and does metric use affect performance of marketing-mix activities?.Journal of Marketing,77(2), pp.17-40. Moussa, S. and Touzani, M., 2010. Ranking marketing journals using the Google Scholar-based hg-index.Journal of Informetrics,4(1), pp.107-117. Moussa, S. and Touzani, M., 2010. Ranking marketing journals using the Google Scholar-based hg-index.Journal of Informetrics,4(1), pp.107-117. Myung, E., McClaren, A. and Li, L., 2012. Environmentally related research in scholarly hospitality journals: Current status and future opportunities.International Journal of Hospitality Management,31(4), pp.1264-1275. Ordanini, A. and Parasuraman, A., 2011. Service innovation viewed through a service-dominant logic lens: a conceptual framework and empirical analysis.Journal of Service Research,14(1), pp.3-23. Piekkari, R., Plakoyiannaki, E. and Welch, C., 2010. Goodcase research in industrial marketing: Insights from research practice.Industrial Marketing Management,39(1), pp.109-117. Thornton, L.E., Cameron, A.J., McNaughton, S.A., Worsley, A. and Crawford, D.A., 2012. The availability of snack food displays that may trigger impulse purchases in Melbourne supermarkets.BMC Public Health,12(1), p.194. Yoo, M., Lee, S. and Bai, B., 2011. Hospitality marketing research from 2000 to 2009: topics, methods, and trends.International Journal of Contemporary Hospitality Management,23(4), pp.517-532.

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