The Australian grocery industry post-GFC

The two Australian supermarket chains Coles and Woolworths pursue almost identical marketing strategies. Their fresh food campaigns, price-wars and other marketing mix elements are so similar, that it is almost impossible to remember who had started it the first place. Coles and Woolworths have reported robust growth post-GFC, mainly because consumers have become more frugal and in order to feed their growing demand for value, are prepared to shop across multiple banners and channels, are heavily reliant on price discounting and promotions. In their latest attempt, the two chains are looking at hormone-free beef and barn laid eggs as part of their product differentiation strategies, thus adding value to the consumer. Read the article here.