+8%
$4,948m
Australia
Grocery
Drawn into a price war with its closest competitor, Coles, the launch of “more savings every day” has Australia’s largest grocer working against the premium image it’s been crafting since its last rebrand. However, the introduction of more health-conscious fare and a new partnership with celebrity chef Jamie Oliver shows Woolworths living up to its “Australia’s Fresh Food People” positioning. With a focus on driving efficiencies, building new growth businesses, and online sales, which exceeded A$1 billion (USD $915 million) for the first time in 2013, it’s also in the midst of converting its liquor stores to its BWS (Beer Wine Spirits) format. Forays into selling insurance and mobile phone plans have been less successful, however, suggesting that the Woolworths brand may not be completely aligned with the business vision.
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