Introduction

Coles' integrated marketing communications, "Down down prices are down" campaign started in 2011 and has become an integral part of the supermarket's message. The basic idea behind this campaign is to communicate that many of the products will become available for a cheaper price. By using several media channels, Coles is able to reach many segments of the market and achieve success (1.16 B profit for the 2010-2011 financial year). These channels are reinforced by each other, resulting in an integrated campaign in which no single form of marketing by Coles act alone. Despite the organisation as a whole recording decent profits during the years of the IMC campaign's existance, the means of determining it's success is based on  how effective the campaign was in convincing consumers to shop at Coles. What can be recognised immediately is that Coles has invested a lot of time and capital to fund this campaign from 2011 to 2014 where it has evolved in to the "deeper down" campaign. From this evolution the previous campaign must be analysed and a decision must be made for whether the "Down down prices are down" campaign was successful or not.




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