Mnm3038 Assignment 1

MNM 3048

Semester 1

Assignment 1

Natalie Patel

43863515

TABLE OF CONTENTS

INTRODUCTION 3

MAIN DISCUSSION 3

CONCLUSION 4

SOURCES CONSULTED

INTRODUCTION

In this assignment, I will discuss the tools aimed at sales people and intermediaries for the purposes of sales promotion, using examples relating to a case study.

MAIN DISCUSSION

Woolworths has built a formidable brand based on quality and a positive imprint through value for money and environmental consciousness. The company has elevated itself from the mass of retail chain-stores currently available in South Africa, by promoting their exclusivity through personal branding that spans across food, clothing, homeware and even financial services. Goods are produced, packaged and sold under the label unlike chain-stores who act as intermediaries between wholesalers and consumers, selling a multitude of brands. This distinguishing characteristic strengthens the Woolworths brand as one determined to make a unique impact on the consumer market.

One of the sales promotion tools that Woolworths utilises, is their partnership with intermediaries such as Country Road and Engen One-Stop. The Engen One-Stop partnership in particular, provides expanded access to exclusive Woolworths Food goods in more convenient locations and through 24-hour stores, giving customers the opportunity to remain loyal to the brand even outside of normal business hours and in more remote locations.

Country Road is an Australian fashion retail chain, in which Woolworths has a majority share. Woolworths ran a successful trial where 13 in-store chains were introduced. The introduction of Country Road to Woolworths’ customers as a sales promotion tool increased the demand for the label which led to the launch of a Country Road stand-alone store in 2009. This marketing strategy means that not only is Woolworths becoming a multi-national corporation, but also a multi-industry corporation by expanding its...