Coles Sales Promotion Essay

Pacific managing music director of Nielsen Consumer Group, tellIts no surprise that consumers argon increasingly bear on ab go forth their house clutches budgets in response to such fluctuating sparing teachs, and the cost-saving strategies currently universe employed by consumers argon likely to embrace well into the year. (Jessica Kennedy,2011)Due to the rising charge of the current unstable economic condition in Australia, the stack keep developed a tendency to restrain or spend simply what is necessary.There is excessively a concern for the rising food and fuel prices and more and more mint are looking for good deals and bargains for the basic necessities required to run a household. If this holds align to the working population then this forget hold true until now more to the student population in Australia who perhaps only have a part time job and live on a fixed budget. Market analysis The student population contributes a plentitude to the economy of Austral ia. In 2008, the total tertiary student community in Melbourne was around 208,800 people and international tertiary student population total was at least 28,150 (Melbourne City Research, 2010).These human bodys have steadily move up in the past years and depart continue to do so. From this government agency analysis, it can be derived that it would be a successful venture if angelic and frozen fruits and vegetables were offered at a discounted price by Coles to students in Melbourne for a limited utmost of time. And if the response is successful in Melbourne it can be an option to expand to separate cities as well. Sales progression sea dog Offering a 15% discount to students from the 1s of July to the 31st of July on whole of Coles fresh and frozen fruits and vegetable line.SWOT analysis StrengthsThe current economic condition will help the response to a sale if it is held. It will attract the nodes and increase revenue. It is overly a healthy campaign as fruits and v egetables are being offered at a discount to students to encourage them to decimate healthier and will boost the image of Coles. WeaknessesThe risk that the response may not be as enthusiastic as predicted from the soft touch audience. also that it is targeting a very specific segment of the foodstuff and that can be risky to the campaign if the response is not as predicted.OpportunitiesThe option to hold this sale every half year or more a great deal if response is good and also in a larger number of cities. Threats Competitors like Woolworths and Aldi may also put their items on sale to contend with Coles. Target Segment Demographics Treating the market as heterogeneous, as all the people of Melbourne are not being targeted and they tire outt have sympathetic wants, the target profile for the campaign would look like the pursuit * bestride* Late teens and above * Gender* Male and femaleGeographic bailiwick* Melbourne * Occupation* Students * Household size* Living al 1 or with housemates * modus vivendi and Habits* Lives on a budget, tends to look forthe most originable prices, prioritizes saving andhas a slightly more healthy lifestyle. The typical profile of the segment being targeted would be a College student who Lives alone or with housemates or in a dorm and who purchases their own groceries. Within the target audience at that place will be different views and attitudes about fruits and vegetables.The types of opinions are usually quaternity in kind. They are * The appreciators will be the region of the target market that like eating healthy and enjoy eating lots of fruits and vegetables. These people may be more health conscious and aware of the position that fruits and vegetables are a very important part of the diet. I bash fruits and vegetables They are a part of almost all of my meals for the day* The acceptors are the segment of students that eat a moderate amount of fruits and vegetables but also prefer marrow squashs and some new(prenominal) food items.I like fruits and vegetables but I dont like including them in all my meals, I prefer meat* The resistorsthis segment is not very fond of fruits and vegetables but eat them on occasion. fruits and vegetables are ok but I would rather eat something else* The rejecters This portion of students is strongly against adding fruits or vegetables to their daily meals and would most definitely eat other foods instead. Insert refrence pg. 206 One of the purposes of the campaign is to try and get the percentage of the resistors and the rejecters to veer to either the acceptors or the appreciators.Time frame The promotion will expire for one month. Starting July 1st and ending July 31st. The duration chosen is during the offseason period where there are no big sales held otherwise. This will grow it easier to persuade the target market to purchase their groceries at Coles as it will be cheaper to do so. It gives them an incentive to buy. 20 specimen subjects from Chisholm College that fit the target profile completed a survey about why they picked a particular farm animal over another. Four fixed options were asked and the results were as followsto a greater extent than half, i. e 11 people out of 20, verbalize that the main reason they choose a store was because of its low prices. 6 people said they choose a store according to how conveniently its located, 2 said it was because of loyalty to the store and 1 said because of good customer service. This further emphasizes the fact that if a sales promotion was held, the response would be enthusiastic and the campaign would be successful. Main Objective * Increasing the sales of fresh, frozen and can fruits and vegetables by 5 to 10 percent in the month of July.Initially only in Melbourne with an option to expand to other cities if the response is positive. Additional objectives * Enhance customer loyalty * Create peeled customers * To reinforce brand advertising * Encouraging student s to eat healthier apprehension achieve at least a 65% increase in awareness of the sales promotion in the firstweek Cognition Achieve back away of discount period at Coles by at least 80% of the students in Melbourne Persuasion Make the target audience want to go to Coles for their groceries rather than its competitors Emotion Induce humor and fun through the advertisingAssociation Associate Coles with the most reasonable prices and quality goods Behavior persuade at least 3% of the customers that shop at Woolworths, Aldi and other competitors to flip over to Coles Approach The type of approach to be used for this promotion is the emotional approach and a soft sell system. Humor will be used a medium in the advertisement to abide students to relate to the campaign easily and for retention of the message to create the learn to buy fruits and vegetables at Coles. An anonymous survey was conducted using 20 students in Chisholm College that fit the target audience.They we re asked to state what kinds of advertisements they remembered the easiest out of a given three choices. Out of 20 students, 15 said humorous advertisements were the easiest to remember, 2 said informative and 3 said shock advertising. Pull promotional strategy In a pull strategy, the manufacturer directs the majority of its promotional exploit towards the last consumer in an attempt to get them to pull the point of intersections through the merchandising channel. (McColl Kennedy, JR, 1994) A pull promotional strategy creates a high stop of awareness amongst consumers and implants a desire and an interest for the product.This makes the customers to go to the retail store with the determination to find the product to purchase it and if it is not available they pulsation the retailer to stock up on it. This is the strategy that Coles is aiming at following as the message will be sent directly to the ultimate consumers who are in this case the students, urging them to purchase frozen, fresh and canned fruits and vegetables. And when the demand exceeds the supply, it will cause the Coles retail stores to urge the wholesalers and other colligate in the product chain to acquire the product causing a pulling effect through the marketing channel.Communication In effectuate to inform the potential customers about the promotion, effective and efficient advertising must be carried out. The use of Television, the internet, newspapers and magazines help in doing so. Since the target market is only students, it would also be productive to display the advertisements on social networking sites on the internet. To further reach students fliers can be put up on the notice boards and in the college magazines. Point of purchase displays also helps as it improves in store branding and keeps the customer informed. Having sales signs near the product also can lead to impulse buying.The key message sent out here would be that it is cheaper to buy your groceries at Coles t han at any other supermarket. Eliciting the desired response The main reason for fierce advertising and promotions is referable to the reason that the sales promotion will be carried out for one month only. During this time period, Coles seeks to attract as many customers as executable to their stores in Melbourne. It is true that the potential customers go through a behavioral or psychological process before purchasing a product called a response hierarchy. The Coles advertisements and promotions seek to fulfill all the steps in this hierarchy chain.