Recommendations to be followed 1. Following own way to do job rather than coping the competitors: - One of the most successful retailers in Britain, Charles Clore, was once asked the secret of good retailing. He said three things had to be considered — the site, the site and the site. In branding, the most important thing is to differentiate products — if your product is the same as everyone else's, why should anyone buy it? (Murphy, 1988). So Coles need to differentiate itself from the other competitors. In these days it is very hard to differentiate Woolworths and Coles from each other as both of them are assumed as a low price stores, so there is need to make the store “Coles” different from the competitor.
For this there is need to make the way to do the job in different way so that brand becomes more popular with the people instead of the competitor.

2. Target effectively: - The first need for any business is to find which sector of the consumer they want to sell their product i.e. to see what the target audience of the business is. If the business find the right target group then the business is able to find the right track where they need to differentiate themselves from others to target more and more number of consumers. Differing cultures, economic development stages, resources, politics, and consumption behaviours require multiple emphasis on different things in different markets (Melewar and Saunders, 1998).

There are so many places in the world which are divided into different communities and they have different perception so it is always duty of the business that they cater the need of each and every person. There is good example of target market. In India, Amritsar is considered as a religious place and any type of non veg food is not allowed there, so all the food companies like Mc Donald, Pizza Hut all serve there only veg food there only. So this is the way how to target the need of the user and try to provide the consumer what he likes.

3. Social media use: - Exploring the processes pertaining to knowledge acquired from social media and how it is used inside the organization improves our understanding of the way in which such knowledge may cause the firm to be more alert of market opportunities (Atuahene-Gima and Ko, 2001) and more market oriented, namely toward its customers and competitors from an outside-in perspective (Cai et al, 2014).

4. Awareness in general

5. Keep an eye on competitor

6. Following trends of marketing: - Innovative, differentiated brands, however, can offer potent advantages. Not only can they offer the consumer real benefits and thus give the consumer a reason to change, they can also serve to outmode existing brands (Murphy, 1988).

7. Consumer loyalty needs to be increased: - The main recommendation is to increase the good relationship with the consumer at all. The reason is that if there is a good relationship between the organisation and the consumer then the benefit will be to the organisation as good relationship sometimes helps to reduce expense on the other factors like huge expense that is done on the advertising of the brand of the organisation. In Asian markets, areas such as relationship building and a ‘benefit-the-country’ attitude are sometimes more important than investing enormous amounts on advertising (LaForet and Chen, 2012).

So in order to maintain the consumer loyalty with the brand it is necessary to make a good relationship with the consumer as it is the first key of building good image of brand in the mind of the consumer. If the consumer are more loyal towards the consumer then they are less effected by the strategies of the competitors. Flybuys cards are the good example that is already followed by the organisation as it is not only used in Coles only but also in the other retail sectors like K-Mart, Target etc.

8. Increase the rate of online users: - It has been noted that the online consumers are not as much interested in ordering from the online from the brands like Coles. The main consumer of the online market is to the sectors in which the requirements are not in bulk. So consumer order for the couple of the products only. The idea is to the sector so it will worth to Coles but if the same idea is used by the competitor then it will be hard for Coles to compete with the competitor.
The problem with the online ordering at coles is that in matter on perishable things like fruits, vegetables