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Have Woolworths lost the plot?
Marketing
What’s the positioning of Woolworths, a major Australian supermarket company, in their latest television commercials?
Their corporate image has previously been about fresh food and family values.
The first run of their new commercials had a male hippie character propositioning a family man in the organic vegetable section... “let’s go to a love in” the hippie guy says.
The next and latest run of these commercials has the hippie guy forcing himself on the family and jumping into their car...
Yikes!
Why would a family risk shopping at Woolworths based on what happens in these television commercials?
As I have previously posted...
What’s the one question you need to ask yourself before you spend a cent on advertising and marketing?
The answer is... What is my positioning?
This is your most important decision because it will determine your marketing message.
For example... Dove did not go to market as a really good soap.
Dove went to market as a product for dry skin.
Scheweppes did not go to market as a soft drink.
Scheweppes went to market as a mixer.
So can someone please tell me what is Woolworth’s current positioning with its family shoppers?
I wonder how much that marketing message cost?.... more importantly, what do you think will be its return on investment?
I’d love to know your thoughts...
Keep your powder dry,
Warren Cottis
PS. Have you signed up for my weekly marketing ezine?
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