Branding And Interactive Advertis Through †Myassignmenthelp.Com

Question: Discuss About The Branding And Interactive Advertising Through? Answer: Introducation Woolworths Supermarket is one of the leading brands in Australian retail industry that deals in providing the varied range of groceries as well as other products to different segment customers. The renowned grocery store chain own by Woolworths Limited which currently operates around 1000 provisions in the Australian market. Of which 968 are the supermarkets and 19 are the convenience store that carries the same name with the same logo. In addition to this, Woolworths relies on their 115,000 team members within stores, supply centers as well as support offices to offer superior or standard of services to customers along with varieties of product ranges and convenience(About Us, 2017). Along with Coles supermarket Woolworths directly creates duopoly market in which both the supermarkets are in the dominant position and have full control over the market. Both the supermarket chains together contribute around 80% of the Australian market. The leading supermarket also provides the range of fresh foods and groceries items to their Australian customers for this supermarket is closely working with the farmers and growers. That results in providing quality and best food items to the company. Therefore, sourcing around 96% of fresh vegetables and fruits compose the Woolworths Australia a Fresh Food People. Along with the groceries items, Woolworths also have their own privately labelled brand that accomplishes different needs of customers(Tripathi, 2017). For instance, Macro Wholefoods Market this personally labelled brand provides the range of goods for families such as vegetarian foods, gluten-free diet, etc. It also provides such products that are certified organic and assists biodiversity. With the increasing competition in the retail industry, Woolworths focuses on framing different marketing objectives that will support the cited firm to sustain in the market. The key marketing objective of Woolworths is to sell their maximum products and generate huge revenue as possible. Another marketing goal of the supermarket chain is to increase customer traffic towards their labeled products. Apart from this marketing objective of Woolworths also include building loyalty among their customers so that they may easily engage in repeat purchasing of their products. Target audience segment analysis Woolworths one of the largest growing supermarket chains in Australia mainly engages in segmenting their market so that they can accurately target the audiences. With the help of proper analysis of target audience management of the cited firm can easily segment their different range of products(Ashley Tuten, 2015). The supermarket chain mainly focuses their audiences by involving in demographic segmentation and psychological segmentation. With the effective target marketing company can easily engage in such practices where the offered products and services by Woolworths meet the desires and needs of the ultimate customers. The significance of targeting the segment is that company become aware regarding the requirement of individual and provide them required products that further results in increasing their sales. The cited supermarket indulges in providing privately own labelled food that is healthier and organic. Therefore, to supply their own labelled food, Woolworths use psychographic segment in which they will segment people by their lifestyle. The fundamental assumption related with psychographic segmentation is that choices of people play the significant role in purchasing the goods and services. In the present context of healthier lifestyle people focuses on consuming healthier and organic food items(Thorson Moore, 2013). Thus, with the psychographic segmentation, they would supply their labelled food to target audiences that ultimately benefit the supermarket in increasing their profit. Apart from this, for selling clothing apparels, Woolworths engage in segmenting their market by demographic factors such as age, gender, income, education, etc. The supermarket provides the different range of apparel that is for men, women as well as children. Communication (advertising) objectives To sustain in the competitive scenario, it is required by the leading supermarket chain to engage in developing communication (advertising) objectives. The principal purpose of setting goals is to inform influences and remind the customers regarding their products and service in which Woolworth's deals. There are different communications objectives of cited firm are as follows- The key communication (advertising) goal of Woolworths includes developing brand awareness as well as imparting education regarding the company to the mass of audiences. For the established business they must engage in providing the reward to their customers at no expense while purchasing their products(Bacile, Ye, Swilley, 2014). On the other hand, involving in sponsorship of the particular product it also benefits in reaching the mass of audiences that ultimately increase their brand awareness. Another communication objective includes promoting products and company knowledge within the Australian market. With the help of heavy promotional activities and practices company can effectively market their assorted range of goods. Thus it will support the company in informing customers regarding their products and services so that they may involve in purchasing activity. Apart from this, communication objective also includes positioning of Woolworths in the Australian retail industry(Slater, 2015). The supermarket chain has distinctive food products that make it different from their competitors. Thus, the objective is to communicate all these unique products to their target customers that result in effective positioning of supermarket among their competitors. Alternative styles of creative advertisement and select one In order to accomplish the above stated communication (advertising) objectives there are different styles of creative advertising that is used by Woolworths supermarket. With the help of creative advertising strategies company can easily market their products and goods in the Australian market(Baker, 2014). Along with this, implementing creative strategies also results in drawing attention of their customers and evokes them to purchase products. Alternative styles of creative advertisement mainly includes- Advertisement through using online platforms The foremost alternative styles of creative advertisement include promoting Woolworths products through using different online sites and platforms. With the advancement in technology company are shifting their supply chain towards online platform so that they can easily target the mass of audiences(Shen, Chiou, Hsiao, Wang, Li, 2016). The social media tools mainly include advertising through Facebook, creating their own professional websites etc. With the help of using Facebook social media platform, company can easily form their page on site that is visible by all the individuals those who are active on Facebook. Along with this, through using Facebook Woolworths can directly provide information regarding their range of products additionally with the image and price information. Apart from this, Woolworths Company can also engage in creating their authorized website through which customers can easily purchase the product(Belch, Belch, Kerr, Powell, 2014). Advertising through their website also provide additional discounts and offers to customers those who engage in online purchase of their products. Therefore, it is stated that with this creative advertising strategy cited supermarket can easily develop brand awareness. Launching new products of Woolworths through organizing event Alternative styles of creative advertisement include launching their new products through organizing the event. With the organizing successful event Woolworths can easily market and inform people regarding the products so that they may persuade them towards purchasing the products(Percy Elliott, 2016). With the help of this creative advertisement cited company ultimately promote the information regarding products and services to mass of audiences. It is stated that Woolworths has engaged in launching an event with government to educate Aussies regarding the food labelling of their own brands in order to ensure quality. Display advertiser in newspaper Along with this, another style of creative advertisement include indulging in displaying advertise of different products and their price in the newspaper so that customers may come to know regarding the products serving by supermarket(Danaher Rossiter, 2011). Print ads are consider as most significant aspect that benefit the overall organization in promoting and marketing their products so that it might directly results in increasing their sales as well as profit ratio(Fernandes, 2014). Along with this, display advertisement also benefit the company in showcasing their premium and regular food items that outcome in positioning the company in the competitive environment. From the above alternative styles of creative advertisement it has been recommended that Woolworths must involve in advertising through using online platforms so that they can easily accomplishes their integrated marketing communication objectives(Blakeman, 2014). With the help of using online platforms company can easily enhance their brand awareness as well as promoting information regarding products and services so that it may directly results in increasing sales volume and profit ratio. Develop a media plan It can be stated that social media marketing will be used by the selected business enterprise to accomplish its marketing objectives and goals(Percy Elliott, 2016). The rationale behind using social media marketing is that it will help Woolworth to enhance its overall brand image and reach target customers in more cost-effective manner. The social media plan for Woolworth is developed and mentioned below as: Auditing the existing social presence Auditing is considered as the first and foremost step in the development of a social media marketing plan. Further, auditing help businesses to identify its existing presence over the platform and the degree to which it can influence customer decision making. Through the analysis carried out, it has been examined that at present Woolworths is not so active on social media platforms such as Facebook and Instagram. The result of this is that the selected business enterprise is not able to achieve higher sales and profits(Frow, Nenonen, Payne, Storbacka, 2015). However, it can be critically argued that Woolworths has developed its official page on Facebook and account on Instagram, but it is not actively involved on these platforms. Defining target customers It is considered as the second stage in social media marketing plan where organizations define their target customers. This stage is very crucial to defining target customers help companies to develop more effective and result from oriented marketing strategies. The company will be targeting men, women, and kids to increase the sale of apparel. On the other hand, people who prefer to consume healthier products will be targeted by Woolworths to sell its organic food product(Parente Strausbaugh-Hutchinson, 2014). It can be asserted that Woolworths will be mainly targeting people who fall under the age group of 25 to 45 years with an objective to increase sales of its products and services. Social media mission statement The development of mission statement is essential for long-term success of social media plan. The rationale behind this is that mission statement provides direction to employees by providing them with the future course of action(Karjaluoto, Mustonen, Ulkuniemi, 2015). Here, the social media mission statement of Woolworths will be to offer quality and healthier food products to the people living in Australia. Furthermore, the brand will also emphasize on creating more and more awareness among people in the country regarding buying quality products and services. Identification of the key success metrics - It can be expressed that only implementation of the developed social media plan will not offer the company with desired outcomes or results. The business will be required to select certain tools and metrics through which it can evaluate the success of its social media marketing plan. The evaluation will also provide Woolworths with direction and guidelines for future improvement(Owen Humphrey, 2009). The key metrics which the retail supermarket chain will be using are conversion rate and total share metrics. The rationale behind using these parameters is that it will help Woolworths to identify the loopholes and areas for improvement in the existing social media plan. Creating engaging content This stage can be considered as the most important stage in the entire social media marketing plan. The reason behind this is that irrelevant and boring content will fail the organization regarding attracting more and more customers. The effective market research will be carried out to understand the key factors which influence customers over social media platforms such as Facebook and Twitter(Kitchen Burgmann, 2015). Furthermore, the business will be using different types of videos, images, info graphic and blog post to maintain the interest of target customers in its products and services offered. Apart from this, digital marketing personnels will be hired to ensure that content is changed on a regular basis and response is provided to the doubts and concerns of the target audience. At the same time, Woolworths will be making use of the content calendar to define in advance that what content it is going to post on which social media platform in the futur e. Tracking analysing and optimizing- Woolworths will also emphasize on making use of different monitoring tools to identify the effectiveness of social media marketing strategy. For example tools such as Streamview will be used to carry out monitoring of its practices on Instagram(Milichovsky Simberova, 2015). On the other side of this, Tweetreach and Social mention are the key tools which will be used to monitor and track the progress on Facebook. Based on the information collected, effective measures will be taken by the brand to ensure effectiveness of its social media marketing plan in the long run. Detail of its evaluations/how will you measure IMC plan effectiveness Tweetreach and Social mention are the two most important tools which will be taken into consideration by Woolworths to evaluate and measure effectiveness of the integrated marketing communication plan(McDonald Wilson, 2016). The use of Tweetreach will help the company to identify how far its tweets have travelled till now. At the same time, this monitoring tool will also help in analysing the practical impact and implications of the discussions which are carried out on social media platforms such as Facebook and Twitter. The below mentioned image represent how the company will be carrying out monitoring of its IMC plan through Tweetreach On the other side of this, tools such as social mention will be also taken into consideration to ensure that the implemented IMC plan will be able to provide desired and best possible outcomes(Luxton, Reid, Mavondo, 2015). It can be expressed that the use of social mention will also provide Woolworths with an opportunity to determine the overall brand strength on social media channels. Effective monitoring of the entire IMC plan will be carried out through the mentioned above tools and the company will be taken corrective measures to overcome the issues and loop holes in the plan. Furthermore, the monitoring will help in getting the best possible outcome of the implemented plan. Conclusion From the above report it can be inferred that to succeed in the competitive marketplace company must indulge in using integrated marketing communication for promoting and advertising their products. Along with this, report also summarizes the different communication (advertising) objectives such as enhancing brand awareness as well as promoting information regarding products and services of Woolworths etc. Apart from this, it also results in devising media strategy that is used by the cited firm for accomplishing the stated goals and objectives. References About Us. (2017, january 22). About Us. Retrieved September 22, 2017, from Woolworths: https://www.woolworths.com.au/shop/discover/about-us Ashley, C., Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. . Psychology Marketing , 15-27. Bacile, T. J., Ye, C., Swilley, E. (2014). From firm-controlled to consumer-contributed: Consumer co-production of personal media marketing communication. . Journal of Interactive Marketing , 117-133. Baker, M. J. (2014). Marketing strategy and management. Basingstoke: Palgrave Macmillan. Belch, G. E., Belch, M. A., Kerr, G. F., Powell, I. (2014). Advertising: An integrated marketing communication perspective. New York City: McGraw-Hill Education. Blakeman, R. (2014). Integrated marketing communication: creative strategy from idea to implementation. Lanham: Rowman Littlefield. Danaher, P. J., Rossiter, J. R. (2011). Comparing perceptions of marketing communication channels. . European Journal of Marketing , 6-42. Fernandes, A. (2014, June 2). Woolworths Coles lead the way in retail advertising. Retrieved September 22, 2017, from Newsmedia works: https://www.newsmediaworks.com.au/woolworths-coles-lead-the-way-in-retail-advertising/ Frow, P., Nenonen, S., Payne, A., Storbacka, K. (2015). Managing co?creation design: A strategic approach to innovation. British Journal of Management , 463-483. Karjaluoto, H., Mustonen, N., Ulkuniemi, P. (2015). The role of digital channels in industrial marketing communications. Journal of Business Industrial Marketing , 703-710. Kitchen, P. J., Burgmann, I. (2015). Integrated marketing communication: Making it work at a strategic level. Journal of Business Strategy , 34-39. Khler, C., Mantrala, M. K., Albers, S., Kanuri, V. K. (2016). A meta-analysis of marketing communication carryover effects. Journal of Marketing Research. , 12-22. Luxton, S., Reid, M., Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising , 37-46. McDonald, M., Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from them. Ner Jersey: John Wiley Sons. Milichovsky, F., Simberova, I. (2015). Marketing effectiveness: Metrics for effective strategic marketing. Engineering Economics , 211-219. Owen, R., Humphrey, P. (2009). The structure of online marketing communication channels. Journal of Management and Marketing Research , 10-13. Parente, D., Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to marketing communication plans. Boston: Cengage Learning. Percy, L., Elliott, R. H. (2016). Strategic advertising management. Oxford: Oxford University Press. Shen, G. C., Chiou, J. S., Hsiao, C. H., Wang, C. H., Li, H. N. (2016). Effective marketing communication via social networking site: The moderating role of the social tie. Journal of Business Research, , 2265-2270. Slater, S. P. (2015). The Tasks of Strategic Market Management: The Role of Marketing. In Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference . Cham: Springer, Cham. Thorson, E., Moore, J. (2013). Integrated communication: Synergy of persuasive voices. Hove: Psychology Press. Tripathi, D. (2017). Marketing Strategies for Branding and Interactive Advertising through Telecommunication. Journal of Accounting, Finance Marketing Technology , 1 (2), 6-17.