CORE Marketing has picked up a major client following the acquisition by Foodland Associated Limited of 40 Franklins Super-markets in Queensland and northern NSW.
CORE Marketing has picked up a major client following the acquisition by Foodland Associated Limited of 40 Franklins Super-markets in Queensland and northern NSW.
The account, estimated to be worth about $5 million a year, will be managed out of Perth despite the city’s geographical isolation and the fact that three different time zones are involved.
When Wesfarmers acquired Howard Smith and the Hardware House retail network earlier this year, a similar decision was made to employ Bunnings’ advertising agency, The Brand, to look after the marketing requirements of the expanded hardware retail chain.
Core Marketing has worked with FAL for a number of years and developed a strong relation-ship and a good understanding of the business.
A strategic approach to business put Core in a strong position when FAL was considering its marketing options for the new outlets, according to Action Qld general manager Arthur Trindall.
“One of the major reasons we’ve come back to Core is their outsourcing. This gives us the flexibility and speed to market,” Mr Trindall said.
“And we didn’t have to reinvent the wheel, we could leverage work previously done.”
To begin with, Core Marketing and FAL are undertaking significant research into Franklins’ operation in Qld and deciding which aspects of the business need to be realigned to fit the Action strategy.
“In WA it’s different to where we currently are in Qld … so we are on different paths because Action is further advanced in WA than we are here,” Mr Trindall said.
“Ultimately it (Franklins) will disappear.
“We are currently working on a refurbishment program and until we do that we won’t launch as Action.”
Core Marketing’s relationship with FAL provided an opportunity for Core Marketing managing director Yvonne Renshaw to meet the Franklins team and present some ideas for the future direction of Action in Qld and northern NSW.
“I approached them and said I thought they needed some market research done, and from that we developed a strategy,” Ms Renshaw said.
The long-term plan is to develop a national strategy for Action, which represents an interesting creative opportunity for the agency.
“We’ve got a $150,000 television budget, and they don’t happen every day,” Ms Renshaw said.
“For now I’m just waiting for the market research to come out.”
There are a total of 29 Action Supermarkets operating in WA.
The first quarter sales for 2002 reveal a 49.7 per cent outright increase in sales for Action following the addition of the 40 Franklins stores.
It’s expected that these stores will commence trading under the Action banner in the first half of 2002.
The account, estimated to be worth about $5 million a year, will be managed out of Perth despite the city’s geographical isolation and the fact that three different time zones are involved.
When Wesfarmers acquired Howard Smith and the Hardware House retail network earlier this year, a similar decision was made to employ Bunnings’ advertising agency, The Brand, to look after the marketing requirements of the expanded hardware retail chain.
Core Marketing has worked with FAL for a number of years and developed a strong relation-ship and a good understanding of the business.
A strategic approach to business put Core in a strong position when FAL was considering its marketing options for the new outlets, according to Action Qld general manager Arthur Trindall.
“One of the major reasons we’ve come back to Core is their outsourcing. This gives us the flexibility and speed to market,” Mr Trindall said.
“And we didn’t have to reinvent the wheel, we could leverage work previously done.”
To begin with, Core Marketing and FAL are undertaking significant research into Franklins’ operation in Qld and deciding which aspects of the business need to be realigned to fit the Action strategy.
“In WA it’s different to where we currently are in Qld … so we are on different paths because Action is further advanced in WA than we are here,” Mr Trindall said.
“Ultimately it (Franklins) will disappear.
“We are currently working on a refurbishment program and until we do that we won’t launch as Action.”
Core Marketing’s relationship with FAL provided an opportunity for Core Marketing managing director Yvonne Renshaw to meet the Franklins team and present some ideas for the future direction of Action in Qld and northern NSW.
“I approached them and said I thought they needed some market research done, and from that we developed a strategy,” Ms Renshaw said.
The long-term plan is to develop a national strategy for Action, which represents an interesting creative opportunity for the agency.
“We’ve got a $150,000 television budget, and they don’t happen every day,” Ms Renshaw said.
“For now I’m just waiting for the market research to come out.”
There are a total of 29 Action Supermarkets operating in WA.
The first quarter sales for 2002 reveal a 49.7 per cent outright increase in sales for Action following the addition of the 40 Franklins stores.
It’s expected that these stores will commence trading under the Action banner in the first half of 2002.
