MBL 1: 913M – (2010) Marketing Management MBL 1 UNISA SBL COURSE CODE: MBL 913M GROUP: JHB0410A YEAR: 2010 Assignment Number: 2 Assignment Topic: Woolworths Marketing Mix Strategies Student Name Student Number Individual Contribution % RAMPERSADH S MRS 72536861 100% NZAMA L P MS 72406208 100% NKOSI B F MR 72538589 100% ELLAPPA D M MR 71464514 100% PILLAY P D MR 72547642 100% JULIUS N MR 71768521 100% THEKISO N M MR 72529164 100% NDLOVU L P MS 71007628 100% MBL 1 Peats Group 1
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MBL 1: 913M – (2010) Marketing Management
MBL 1
UNISA SBL
COURSE CODE: MBL 913M
GROUP: JHB0410A
YEAR: 2010
Assignment Number: 2
Assignment Topic:
Woolworths Marketing Mix Strategies
Student Name Student Number Individual Contribution %
RAMPERSADH S MRS 72536861 100%
NZAMA L P MS 72406208 100%
NKOSI B F MR 72538589 100%
ELLAPPA D M MR 71464514 100%
PILLAY P D MR 72547642 100%
JULIUS N MR 71768521 100%
THEKISO N M MR 72529164 100%
NDLOVU L P MS 71007628 100%
CHIRONDA I MR 72545534 100%
NTULI G I MS 72549955 100%
BULO M MS 72752726 100%
MBL 1 Peats Group 1
MBL 1: 913M – (2010) Marketing Management
Table of Contents
1. Introduction...............................................................................................................31.1 The History of Woolworths.........................................................................31.2 Woolworths Values......................................................................................31.3 Business Strategy.........................................................................................31.4 Retail Formats..............................................................................................4
2. Demographic Profile of Customers of the Woolies Food Format.............................52.1 Definition.....................................................................................................52.2 Demographic Profile....................................................................................5
3. Profile of Marketing Mix...........................................................................................63.1 Product.........................................................................................................63.2 Price..............................................................................................................73.3 Place.............................................................................................................83.4 Service..........................................................................................................93.5 Store Environment.....................................................................................103.5 Promotion...................................................................................................11
4. Positioning and Marketing Strategy.........................................................................135. Recommendations....................................................................................................17
Married SingleAfrican Coloured White African Indian Grand
Total
Figure 1: Woolworths Demographic Profile Table
MBL 1 Peats Group 20
MBL 1: 913M – (2010) Marketing Management
Figure 3: Marketing Mix (Source: Kotler and Armstrong, 2005: 57)
Gender 22 13 35
Data Female Male Grand Total Female % Male % Total %
Sum of Has what I want 0 0 0 0% 0% 0%Sum of Has what I want2 0 0 0 0% 0% 0%Sum of Has what I want3 2 1 3 9% 8% 9%Sum of Has what I want4 13 5 18 59% 38% 51%Sum of Has what I want5 7 7 14 32% 54% 40%Sum of Large merchandise selection 0 1 1 0% 8% 3%Sum of Large merchandise selection2 2 1 3 9% 8% 9%Sum of Large merchandise selection3 2 3 5 9% 23% 14%Sum of Large merchandise selection4 7 6 13 32% 46% 37%Sum of Large merchandise selection5 11 2 13 50% 15% 37%Sum of High quality merchandise 0 1 1 0% 8% 3%Sum of High quality merchandise2 0 0 0 0% 0% 0%Sum of High quality merchandise3 1 0 1 5% 0% 3%Sum of High quality merchandise4 2 6 8 9% 46% 23%Sum of High quality merchandise5 19 6 25 86% 46% 71%
Figure 4: Product statistics deduced from the survey
Gender 22 13 35
Data Female Male Grand Total Female % Male % Total %
MBL 1 Peats Group 21
MBL 1: 913M – (2010) Marketing Management
Sum of Prices are well marked 0 1 1 0% 8% 3%Sum of Prices are well marked2 1 2 3 5% 15% 9%Sum of Prices are well marked3 3 1 4 14% 8% 11%Sum of Prices are well marked4 7 7 14 32% 54% 40%Sum of Prices are well marked5 11 2 13 50% 15% 37%Sum of Everyday low prices 1 1 2 5% 8% 6%Sum of Everyday low prices2 2 2 4 9% 15% 11%Sum of Everyday low prices3 7 6 13 32% 46% 37%Sum of Everyday low prices4 8 2 10 36% 15% 29%Sum of Everyday low prices5 4 2 6 18% 15% 17%Sum of Sales are real bargains 1 1 2 5% 8% 6%Sum of Sales are real bargains2 6 4 10 27% 31% 29%Sum of Sales are real bargains3 4 6 10 18% 46% 29%Sum of Sales are real bargains4 4 1 5 18% 8% 14%Sum of Sales are real bargains5 7 1 8 32% 8% 23%
Figure 5: Price statistics deduced from the survey
Gender 22 13 35
Data Female Male Grand Total Female % Male % Total %
Sum of Has what I want 0 0 0 0% 0% 0%Sum of Has what I want2 0 0 0 0% 0% 0%Sum of Has what I want3 2 1 3 9% 8% 9%Sum of Has what I want4 13 5 18 59% 38% 51%Sum of Has what I want5 7 7 14 32% 54% 40%Sum of Location is convenient 0 0 0 0% 0% 0%Sum of Location is convenient2 1 2 3 5% 15% 9%Sum of Location is convenient3 1 0 1 5% 0% 3%Sum of Location is convenient4 9 6 15 41% 46% 43%Sum of Location is convenient5 11 5 16 50% 38% 46%Sum of Advertised items are in-stock 2 3 5 9% 23% 14%Sum of Advertised items are in-stock2 1 0 1 5% 0% 3%Sum of Advertised items are in-stock3 3 3 6 14% 23% 17%Sum of Advertised items are in-stock4 5 5 10 23% 38% 29%Sum of Advertised items are in-stock5 11 2 13 50% 15% 37%Sum of Find what I want on sale 0 4 4 0% 31% 11%Sum of Find what I want on sale2 3 0 3 14% 0% 9%Sum of Find what I want on sale3 10 5 15 45% 38% 43%Sum of Find what I want on sale4 6 3 9 27% 23% 26%Sum of Find what I want on sale5 3 1 4 14% 8% 11%
Figure 6: Place statistics deduced from the survey
Gender 22 13 35
Data Female Male Grand Total Female % Male % Total %
Sum of Fast check-out, even when busy 0 1 1 0% 8% 3%
MBL 1 Peats Group 22
MBL 1: 913M – (2010) Marketing Management
Sum of Fast check-out, even when busy2 0 1 1 0% 8% 3%Sum of Fast check-out, even when busy3 5 3 8 23% 23% 23%Sum of Fast check-out, even when busy4 6 2 8 27% 15% 23%Sum of Fast check-out, even when busy5 11 6 17 50% 46% 49%Sum of Excellent return policy 0 3 3 0% 23% 9%Sum of Excellent return policy2 0 0 0 0% 0% 0%Sum of Excellent return policy3 4 5 9 18% 38% 26%Sum of Excellent return policy4 8 3 11 36% 23% 31%Sum of Excellent return policy5 10 2 12 45% 15% 34%Sum of Available and helpful staff members 0 3 3 0% 23% 9%Sum of Available and helpful staff members2 0 0 0 0% 0% 0%Sum of Available and helpful staff members3 2 1 3 9% 8% 9%Sum of Available and helpful staff members4 10 6 16 45% 46% 46%Sum of Available and helpful staff members5 10 3 13 45% 23% 37%Sum of Friendly staff members 0 1 1 0% 8% 3%Sum of Friendly staff members2 0 0 0 0% 0% 0%Sum of Friendly staff members3 2 0 2 9% 0% 6%Sum of Friendly staff members4 9 8 17 41% 62% 49%Sum of Friendly staff members5 11 4 15 50% 31% 43%
Figure 7: Service statistics deduced from the survey
Gender 22 13 35
Data Female Male Grand Total Female % Male % Total %
Sum of Easy to find merchandise 0 1 1 0% 8% 3%Sum of Easy to find merchandise2 1 1 2 5% 8% 6%
MBL 1 Peats Group 23
MBL 1: 913M – (2010) Marketing Management
Sum of Easy to find merchandise3 2 3 5 9% 23% 14%Sum of Easy to find merchandise4 11 7 18 50% 54% 51%Sum of Easy to find merchandise5 8 1 9 36% 8% 26%Sum of Neat and clean environment 0 0 0 0% 0% 0%Sum of Neat and clean environment2 0 0 0 0% 0% 0%Sum of Neat and clean environment3 1 1 2 5% 8% 6%Sum of Neat and clean environment4 5 5 10 23% 38% 29%Sum of Neat and clean environment5 16 7 23 73% 54% 66%Sum of Store is aesthetically pleasing 0 0 0 0% 0% 0%Sum of Store is aesthetically pleasing2 1 1 2 5% 8% 6%Sum of Store is aesthetically pleasing3 1 2 3 5% 15% 9%Sum of Store is aesthetically pleasing4 9 7 16 41% 54% 46%Sum of Store is aesthetically pleasing5 11 3 14 50% 23% 40%
Figure 8: Store Environment statistics deduced from the survey
Gender 22 13 35
Data FemaleMale
Grand Total Female % Male % Total %
Sum of Sales are real bargains 1 1 2 5% 8% 6%Sum of Sales are real bargains2 6 4 10 27% 31% 29%Sum of Sales are real bargains3 4 6 10 18% 46% 29%Sum of Sales are real bargains4 4 1 5 18% 8% 14%Sum of Sales are real bargains5 7 1 8 32% 8% 23%Sum of Advertisements offer good Savings 1 3 4 5% 23% 11%Sum of Advertisements offer good savings2 1 2 3 5% 15% 9%Sum of Advertisements offer good savings3 6 6 12 27% 46% 34%Sum of Advertisements offer good savings4 8 1 9 36% 8% 26%Sum of Advertisements offer good savings5 6 1 7 27% 8% 20%Sum of Has frequent advertising 2 3 5 9% 23% 14%Sum of Has frequent advertising2 3 3 6 14% 23% 17%Sum of Has frequent advertising3 8 4 12 36% 31% 34%Sum of Has frequent advertising4 6 1 7 27% 8% 20%Sum of Has frequent advertising5 3 2 5 14% 15% 14%Sum of Advertised items are in-stock 2 3 5 9% 23% 14%Sum of Advertised items are in-stock2 1 0 1 5% 0% 3%Sum of Advertised items are in-stock3 3 3 6 14% 23% 17%Sum of Advertised items are in-stock4 5 5 10 23% 38% 29%Sum of Advertised items are in-stock5 11 2 13 50% 15% 37%
Figure 9: Promotion statistics deduced from the survey
MBL 1 Peats Group 24
MBL 1: 913M – (2010) Marketing Management
Gender 22 13 35Question
s Strategy deduction
Data Female Male Grand Total Female % Male % Total %
Doing well Moderate Poor
Sum of Has what I want 0 0 0 0% 0% 0% 1 Sum of Has what I want2 0 0 0 0% 0% 0% Sum of Has what I want3 2 1 3 9% 8% 9% xSum of Has what I want4 13 5 18 59% 38% 51% x Sum of Has what I want5 7 7 14 32% 54% 40% x Sum of Location is convenient 0 0 0 0% 0% 0% 2 Sum of Location is convenient2 1 2 3 5% 15% 9% xSum of Location is convenient3 1 0 1 5% 0% 3% xSum of Location is convenient4 9 6 15 41% 46% 43% x Sum of Location is convenient5 11 5 16 50% 38% 46% x Sum of Prices are well marked 0 1 1 0% 8% 3% 3 Sum of Prices are well marked2 1 2 3 5% 15% 9% xSum of Prices are well marked3 3 1 4 14% 8% 11% x Sum of Prices are well marked4 7 7 14 32% 54% 40% x Sum of Prices are well marked5 11 2 13 50% 15% 37% x Sum of Fast check-out, even when busy 0 1 1 0% 8% 3% 4 Sum of Fast check-out, even when busy2 0 1 1 0% 8% 3% Sum of Fast check-out, even when busy3 5 3 8 23% 23% 23% x Sum of Fast check-out, even when busy4 6 2 8 27% 15% 23% x Sum of Fast check-out, even when busy5 11 6 17 50% 46% 49% x Sum of Everyday low prices 1 1 2 5% 8% 6% 5 Sum of Everyday low prices2 2 2 4 9% 15% 11% xSum of Everyday low prices3 7 6 13 32% 46% 37% x Sum of Everyday low prices4 8 2 10 36% 15% 29% x Sum of Everyday low prices5 4 2 6 18% 15% 17% xSum of Easy to find merchandise 0 1 1 0% 8% 3% 6 Sum of Easy to find merchandise2 1 1 2 5% 8% 6% xSum of Easy to find merchandise3 2 3 5 9% 23% 14% x
MBL 1 Peats Group 25
MBL 1: 913M – (2010) Marketing Management
Sum of Easy to find merchandise4 11 7 18 50% 54% 51% x Sum of Easy to find merchandise5 8 1 9 36% 8% 26% x Sum of Large merchandise selection 0 1 1 0% 8% 3% 7 Sum of Large merchandise selection2 2 1 3 9% 8% 9% xSum of Large merchandise selection3 2 3 5 9% 23% 14% x Sum of Large merchandise selection4 7 6 13 32% 46% 37% x Sum of Large merchandise selection5 11 2 13 50% 15% 37% x Sum of Sales are real bargains 1 1 2 5% 8% 6% 8 Sum of Sales are real bargains2 6 4 10 27% 31% 29% x Sum of Sales are real bargains3 4 6 10 18% 46% 29% x Sum of Sales are real bargains4 4 1 5 18% 8% 14% xSum of Sales are real bargains5 7 1 8 32% 8% 23% x Sum of Merchandise breadth in all Departments 0 2 2 0% 15% 6% 9 Sum of Merchandise breadth in all departments2 1 3 4 5% 23% 11% xSum of Merchandise breadth in all departments3 8 3 11 36% 23% 31% x Sum of Merchandise breadth in all departments4 8 3 11 36% 23% 31% x Sum of Merchandise breadth in all departments5 5 2 7 23% 15% 20% xSum of High quality merchandise 0 1 1 0% 8% 3% 10 Sum of High quality merchandise2 0 0 0 0% 0% 0% Sum of High quality merchandise3 1 0 1 5% 0% 3% xSum of High quality merchandise4 2 6 8 9% 46% 23% x Sum of High quality merchandise5 19 6 25 86% 46% 71% x Sum of Advertised items are in-stock 2 3 5 9% 23% 14% 11 xSum of Advertised items are in-stock2 1 0 1 5% 0% 3% Sum of Advertised items are in-stock3 3 3 6 14% 23% 17% x Sum of Advertised items are in-stock4 5 5 10 23% 38% 29% x Sum of Advertised items are in-stock5 11 2 13 50% 15% 37% x Sum of Excellent return policy 0 3 3 0% 23% 9% 12 x
MBL 1 Peats Group 26
MBL 1: 913M – (2010) Marketing Management
Sum of Excellent return policy2 0 0 0 0% 0% 0% Sum of Excellent return policy3 4 5 9 18% 38% 26% x Sum of Excellent return policy4 8 3 11 36% 23% 31% x Sum of Excellent return policy5 10 2 12 45% 15% 34% x Sum of Neat and clean environment 0 0 0 0% 0% 0% 13 Sum of Neat and clean environment2 0 0 0 0% 0% 0% Sum of Neat and clean environment3 1 1 2 5% 8% 6% xSum of Neat and clean environment4 5 5 10 23% 38% 29% x Sum of Neat and clean environment5 16 7 23 73% 54% 66% x Sum of Advertisements offer good savings 1 3 4 5% 23% 11% 14 x Sum of Advertisements offer good savings2 1 2 3 5% 15% 9% xSum of Advertisements offer good savings3 6 6 12 27% 46% 34% x Sum of Advertisements offer good savings4 8 1 9 36% 8% 26% x Sum of Advertisements offer good savings5 6 1 7 27% 8% 20% x Sum of Available and helpful staff members 0 3 3 0% 23% 9% 15 xSum of Available and helpful staff members2 0 0 0 0% 0% 0% Sum of Available and helpful staff members3 2 1 3 9% 8% 9% xSum of Available and helpful staff members4 10 6 16 45% 46% 46% x Sum of Available and helpful staff members5 10 3 13 45% 23% 37% x Sum of Friendly staff members 0 1 1 0% 8% 3% 16 xSum of Friendly staff members2 0 0 0 0% 0% 0% Sum of Friendly staff members3 2 0 2 9% 0% 6% xSum of Friendly staff members4 9 8 17 41% 62% 49% x Sum of Friendly staff members5 11 4 15 50% 31% 43% x Sum of Store is aesthetically pleasing 0 0 0 0% 0% 0% 17 Sum of Store is aesthetically pleasing2 1 1 2 5% 8% 6% xSum of Store is aesthetically pleasing3 1 2 3 5% 15% 9% xSum of Store is aesthetically pleasing4 9 7 16 41% 54% 46% x Sum of Store is aesthetically pleasing5 11 3 14 50% 23% 40% x Sum of Find what I want on sale 0 4 4 0% 31% 11% 18 xSum of Find what I want on sale2 3 0 3 14% 0% 9% xSum of Find what I want on sale3 10 5 15 45% 38% 43% x
MBL 1 Peats Group 27
MBL 1: 913M – (2010) Marketing Management
Sum of Find what I want on sale4 6 3 9 27% 23% 26% x Sum of Find what I want on sale5 3 1 4 14% 8% 11% xSum of Has clothing styles I like 0 2 2 0% 15% 6% 19 n/a Sum of Has clothing styles I like2 1 2 3 5% 15% 9% Sum of Has clothing styles I like3 2 3 5 9% 23% 14% Sum of Has clothing styles I like4 10 5 15 45% 38% 43% Sum of Has clothing styles I like5 9 1 10 41% 8% 29% Sum of Has high quality clothing 0 1 1 0% 8% 3% 20 n/a Sum of Has high quality clothing2 0 1 1 0% 8% 3% Sum of Has high quality clothing3 2 2 4 9% 15% 11% Sum of Has high quality clothing4 4 8 12 18% 62% 34% Sum of Has high quality clothing5 16 1 17 73% 8% 49% Sum of Has frequent advertising 2 3 5 9% 23% 14% 21 xSum of Has frequent advertising2 3 3 6 14% 23% 17% xSum of Has frequent advertising3 8 4 12 36% 31% 34% x Sum of Has frequent advertising4 6 1 7 27% 8% 20% x Sum of Has frequent advertising5 3 2 5 14% 15% 14% xSum of Has latest style clothing 1 2 3 5% 0% 9% 22n/a Sum of Has latest style clothing2 0 0 0 0% 38% 0% Sum of Has latest style clothing3 5 5 10 23% 38% 29% Sum of Has latest style clothing4 7 5 12 32% 8% 34% Sum of Has latest style clothing5 9 1 10 41% 15% 29%
Figure 10: Data summary for all questions
MBL 1 Peats Group 28
MBL 1: 913M – (2010) Marketing Management
Annexure B(I don’t think this is correct, my name is not allocated to the right ppl, also not clear -
shabs)
Name B. Nkosi D. Ellapp I. Chironda I. Ntuli L. Bulo L. Ndlovu L. Nzama N. Julius N. Thekiso P. Pillay S. Rampersadh Grand TotalAnnet Gouws 1 1Darren Levine 1 1Deli Khambule 1 1Elena Williams 1 1Kassy Govender 1 1Kathleen 1 1Kerry Vandrali 1 1Krishanta Naidoo 1 1Lerato Serobatse 1 1Leroi Raputsoane 1 1Liesl Belelie 1 1Lisa Mpulu 1 1Lucia Smith 1 1Lungile Xulu 1 1Lydia Mdaka 1 1Mandie Dalton 1 1Marufu Dhakwa 1 1Memory Changachirere 1 1Mukondi Sikhwivhilu 1 1Nombuso Nkosi 1 1Nomsa Luthuli 1 1Nthabiseng Mthimkhulu 1 1Shame Sadindi 1 1Stella Carter 1 1Sudashini Gounden 1 1Tetanda Sangare 1 1Wellington Kanokanga 1 1William Jacques Smith 1 1Yvonne van Zyl 1 1Zakhele Mbatha 1 1Pooven Govender 1 1Andrew Smith 1 1Jobe Zulu 1 1Anthonio Fritz 1 1Ntombi Dlomo 1 1Grand Total 4 4 3 3 3 3 3 3 3 3 3 35
Name of customer Leroi RaputsoanePlace of interaction with customer Menlyn mallDate of interaction with customer Latest – 2010/06/01Age 35Gender MaleEducation PostgraduateRace AfricanOccupation Financial servicesMarital status SingleIncome (gross income)
R1 - 5000pm R15 – 25000pmX
R25 - 35000pm Plus R35000pm
Housing status (own/renting) OwnHousehold size 1Do you often purchase from Woolworths or other retailer? If other, please specify
Edgars,- how does impact the fact that we chose foods? -shabs
How many times a month do you purchase from Woolworths?
1
What the company does well relative to competition?
Practicality
What the company does poorly relative to competition?
Overly basic quality
How do you gather information about Woolworths and its competitors? Research Word of mouth
XObservation Promotions/ Adverts
Which of the following attributes influence your decision for selecting Woolworths?
Not at all important
Least Important
Neutral Very Important
Extremely Important
1 2 3 4 5
1. Has what I want X2. Location is convenient X3. Prices are well marked X4. Fast check-out, even when busy X5. Everyday low prices X6. Easy to find merchandise X7. Large merchandise selection X8. Sales are real bargains X9. Merchandise breadth in all departments X10. High quality merchandise X11. Advertised items are in-stock X12. Excellent return policy X13. Neat and clean environment X14. Advertisements offer good savings X15. Available and helpful staff members X16. Friendly staff members X17. Store is aesthetically pleasing X18. Find what I want on sale X19. Has clothing styles I like X20. Has high quality clothing X21. Has frequent advertising X22. Has latest style clothing X23. Woolworths brand X
MBL 1 Peats Group 30
MBL 1: 913M – (2010) Marketing Management
24. Competitive prices X25. More frequent sales promotion X26. Aisles are well marked and spaced X27. Merchandise is correctly grouped X28. Merchandise is easily accessible X