DSO103 Design Studio 2 Assessment

Part A- Brand Research Report

Brand name and identity

The name of the brand is Woolworths Supermarkets but in casual language it is called "Woolies" in Australia. It is well known for being the most powerful market chain of supermarkets in Australia with a reputation for huge aisle and shelves loaded with food and house bundles among other things.

Brand story

Woolworths can be traced back to the year 1924 when its founders, the five Australian entrepreneurs, decided to open their first store in Sydney's Imperial Arcade. The original name of this store was the "Woolworth Stupendous Bargain Basements," but it did not stay for too long, after which the company kept expanding all over the country and introducing some of the innovations like the introduction of receipt printing cash machines in 1926 (Woolworths Group, 2024). The market had changed over the years, and in response, Woolworths shifted their focus towards grocery and even included more top-shelf items like health and beauty, household goods and trophies.

Brand audience

The Woolworths target market is very wide, encompassing quite a homogenous group of Australian consumers, these being those aged around 30 to 55 years and wanting easy access to esteemed foods and daily necessities. However, despite Woolworths being an all-inclusive retailer that caters to all age groups between young families to retirees, services and offerings with higher appeal to professionals again are emphasized (Vista., 2024). Woolworths flexibility in meeting current consumer trends and lifestyles of millennials who are able to get everything with just a click as well as older generations who uphold tradition and reliability enables it to stay relevant.

Brand competitors

Woolworth’s major competitors are supermarket retailers that operate in Australia, including Coles and Aldi, as well (Van Kampen & Kirkham, 2020). In regard to competition, Woolworths manages the threat posed by IGA (Independent Grocers of Australia) which is a network of grocery stores that operate independently. Additionally, Costco Wholesale, utilising the bulk-buying model and wide range of products, embodies another powerful alternative in the Australian supermarkets sector.

Brand positioning

Woolworths with the highest market share among the Australian supermarkets is the largest of them all. It believes itself is a one-stop shop for day-to-day requirements which is stocked with a plethora of products ranging from low to middle price range. This way, the supermarket giant connects the majority of the market aspects and reaches out to different groups of consumers, and all of this is done through their network of stores and online delivery service.

Brand culture & values

Woolworths has its origins in a tradition of delivering ripened products of best quality and consummate customer service excellence dating since the establishment of the business. Its three essential principles include honesty, novelty and the agency dedicated to the community (Sarisa, 2021). Woolworths differentiates itself from the competitors by its firm and unshakable commitment to sustainability which is evidenced by examples such as cutting down on plastic and participation of the local suppliers.

Brand personality

Assuming Woolworths as an individual's identity, its character would be someone approachable, dependable, and community-focused (Wang, 2022). The approach to its communication with the audience is informal, instructive and inclusive in an effort to achieve a strong connection with the customers' tribe.

Brand promise

Woolworths promises to provide top quality products, beneficent service, and convenience both in the stores and the online deliveries to the customers.

Brand experience

The first time when I heard about Woolworths was via the recommendation from my mates and proof of marketing. Its stores are very user-friendly, with wide repose full stock. Helpful staff always available and the most efficient online order and delivery services. Woolworths brings a feeling of reliability and credibility thus my first choice for grocery shopping always is Woolworths.

Issues affecting the brand strategy

The company will be facing several social and environmental issues while driving its future strategy. Such factors include the growth of consumers expecting sustainable operations and ethically sourced products, the upsurge in online shopping, and the ongoing competitiveness both from the traditional rivals and groups that are threatening market structures (Maganja et al., 2023). Further, the firm will continue to be under the spotlight over the matters of environmental impact and its measures like reducing the greenhouse effect and minimizing wastages.

Part 2- Personal brand, an expression of interest

For assessments 2 and 3, the idea for the project is to create, develop and initiate a personal brand dedicated to sustainable fashion. As a rising fashion designer poised on environmental conservation and sustainable practices, the offering will materialize these values by providing ethical clothing made from organic and recycled fabrics. With this knowledge, through design innovation and craftsmanship, the objective of designedly approach is to redefine the sense of sustainability fashion where aesthetics and sustainability perfectly fit together. 

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