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Kmart

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by

Jessica Broadbent

on 30 September 2016

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Transcript of Kmart

Kmart
Catherine Brabazon, Jessica Broadbent, Emma Perazzo, Ashley Small
Demographics cont.
Geographic
Demographics cont.
Psychographic
AGENDA
Kmart is among the many large retail stores competing against popular companies such as Target and Wal-Mart, and has gradually lost market-share. While at one time Kmart was the fastest growing of the three discount stores, they have since been "squeezed out" by 'sexier' (Target) and 'more affordable' (Wal-Mart) competitors.


However, can K-Mart make a turn-around and regain their presence in the industry?
SWOT Analysis
&
Competitors
Kmart's Kreative
Solution
Target Audience
&
Business Segmentation
Advertising Objectives
&
IMC
Financials
SWOT
"250 Tuesdays"
Business Segmentation
Business/Marketing Objectives
#250Tuesdays
For every dollar over $50, you get a point towards your Kmart rewards card.
250pts = 25 % off total purchase
Points can be used at and/or on
Tuesdays
Rationale behind new promotion:
Unmet customer needs
Competitive response
Trying to serve new market segment
Demographics
Age
Household Income
Retail/discount shoppers
"Biggest bang for their buck"
Behavioral
Busy schedules
With kids
Benefits sought
Usage rate
Media Campaign
Development
Advertising Objectives:
Educate customers on current sales promotions via numerous social media platforms
Forms of media:
Projected Budget
Using in-house agency to cut back on spending
Estimated Budget = $500,000
Social Media Budget = $50,000-125,000
Reach & ROI
"Ship My Pants" reached over 20million views on YouTube
We estimate the "250 Tuesday" commercial to reach approx. 25million
15% of 25million will make in-store purchases
Cost of investment = $625,000
Kmart App
Twitter:

@kmart_krew
https://twitter.com/kmart_krew

Tumblr:
http://hello-kmart-krew-universe.tumblr.com/tagged/businesscasual

Instagram:

@kmart_krew
https://instagram.com/kmart_krew/
Media Elements
Commercial
Get in get more !
Questions or Comments?
Marketing Objective
Full transcript