'Woolworths: The Fresh Food People' 10 Years of Consistency in Message and Sales Growth
Paul Joffe
introduction
The story of the revitalisation of Woolworths Supermarkets in Australia is a classic marketing case history. Every element of the marketing mix has contributed to the success. The Fresh Food People strategy and its implementation involved store refurbishment, relocation of departments within the store, changes in merchandising policy, promotional policy, advertising strategy and execution, staff training, product sourcing and a management team who were the champions of the strategy.
That same management team has been an excellent client who, by working with...