This is a group repot. writer only need to do Recommendations of the attached files (3.

2 OUR
MARKETING MESSAGE and 3.3 OUR MARKETING TARGET, POSITIONING AND
SEGMENTATION 

Project Topic
The Supermarkets and Grocery Stores industry is one of the most fiercely competitive industries in
Australia. The rapid expansion of ALDI over the past five years has significantly altered the industry's
operating landscape. The rise of ALDI (market share = 9.9%) has forced the two established industry
giants, Woolworths (market share = 37.5%) and Coles (29.6%), to cut prices and expand their
private-label product ranges in response1. Smaller supermarket chains, such as FoodWorks, have
struggled to compete in an increasingly price-intense industry. Moreover, there is a looming threat of
US online giant AmazonFresh and the European chain Kaufland soon entering the market and
capturing market share.
Coles’ performance in 2016-17 was one of its weakest in several years, with the company facing
pressure from a more buoyant Woolworths and an expanding ALDI. These pressures continued into
2017-18, with Coles recording sales growth of only 0.3% for Q1 2017-18. As a result, Wesfarmers –
the owner of Coles – recently demerged and turned the Coles supermarket into a separate
company.
For additional background information, visit the following:
• https://www.news.com.au/finance/business/retail/coles-might-not-be-around-in-10- years/news-
story/4ddfdac929ee98c80933f722c4fe919d
Project Objectives
For the purposes of this assignment, you should consider your group to be a new marketing
consultancy firm. Your first client is Coles. Considering the marketing-related issues faced by Coles,
your primary objective in this project is to propose a marketing campaign that can help boost Coles’
sales and increase their market share in the Australian Supermarkets and Grocery Stores industry.
In order to do this, you will need to interview consumers, research academic articles, figure out the
marketing problem, and propose creative solutions.

The Marketing Handbook

(20% of the assessment weighting for this subject; due Week 10)
The handbook is the culmination of your individual and group effort. A marketing handbook is a
guide that can be referred to by a marketing manager when determining how to ensure that their
marketing decisions and activities are successful.
In writing this marketing handbook, be sure to provide recommendations in regards to:
• What is the actual marketing problem and the causes of the problem?
• What will be the objectives of your marketing campaign?
• Who will be your target market?
24202 Consumer Behaviour 4 Autumn 2019
• What will be the key message/idea of the marketing campaign?
• Why will this key message/idea change your target audience’s behaviour?
• How are you going to communicate this key message to your target audience?
Here is the required structure of the handbook:
• Title page:
o This page should include the title of the handbook, and full names and student
ID numbers for all team members.
o This page should also state the number of words (excluding cover page, table
of contents, references, and appendices).
• Table of contents.
• The marketing problem:
o You should briefly outline the key marketing problem(s). Identifying
examples of the problem may help you focus on your problem (e.g., recent media
articles/promotions/campaigns). Please do not simply repeat the problem on the assignment brief.
An in-depth understanding of the problem should be briefly discussed in this part.
• Consumer behaviour issues and analysis:
o You should identify specific consumer behaviour issues that are relevant to the
marketing problem. It is important to be quite specific in your problem definition (e.g., are the issues
related to internal factors such as consumer attitudes or perception, decision making, or external
factors such as social influences?).
o You should apply concepts, models, and theories have been discussed during the semester. Use
these concepts to study, understand, and explain the issues.
• Recommendations:
o Be sure to clearly describe and link the marketing recommendations that you
would make based on your analysis of relevant consumer behaviour theories. For example, how
would you communicate your key message given what you know about your target audience’s
motivation and current attitudes? What methods of communication/engagement do you propose?
How would you promote your product/brand/store chain given the level of involvement your target
market has in the decision‐making process?
o Your recommendations might include, but are not limited to:  Positioning, targeting,
segmentation.
 Message: should the message be educational in focus, should the
communications be very abstract and novel, perhaps super technical, or
something else?
 Provide suggestions for your creative ideas (e.g. television, print
media, social media network activities), including argumentation
supporting your suggestions.
o Remember, groups will differ in their recommendations. Your
recommendations should naturally be based on your consumer analysis. Thus, it is better to be
specific and focus on addressing your marketing problem, than simply describing many creative but
irrelevant or off‐topic solutions.
• Conclusions.