fashion merchandising promotional plan
DESCRIPTION
Jaziel A. Salomon, Jorge L. Leyva -Garcia, Katie L. Gill. Fashion Merchandising Promotional Plan. Executive Summary. Kohl’s focuses on family, value, and convenience Married woman ages 25 - 50 in middle-income families Promotion is crucial Loyal customers are important Objectives: - PowerPoint PPT PresentationTRANSCRIPT
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Fashion Merchandising Promotional Plan
Jaziel A. Salomon , Jorge L. Leyva-Garcia, Katie L. Gill
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Executive Summary
Kohl’s focuses on family, value, and convenience
Married woman ages 25 - 50 in middle-income families
Promotion is crucial Loyal customers are important Objectives:
Increase sales by 10% in August “We not only offer the best merchandise at the best prices, but we’re always working to make your shopping experience enjoyable.”
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Description of Store Headquartered in Milwaukee, Wisconsin – Founded in
1962 Sells national brands at locally competitive prices. Feature apparel, shoes and accessories from small
electrics to luggage Employ 34,000 employees, with over 450 stores
nationwide. Usually located in suburban areas and average
about 90,000 square feet Online Every year, Kohl’s inserts over a billion circulars into
their customers’ newspapers as a part of their marketing strategy
There are 30 Kohl’s locations Target market is middle-income families
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Objectives
Increase sales 10% from August 2011 to the end of the year.
Main events: “Back-to-School” fashion show & Back to School Sweepstakes
New market niche – low-income families
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Schedule of Events
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6 different ways of advertising FIRST: kohls.com SECOND: Social Network THIRD: Radio Ads FORTH: Billboards FIFTH: In-Store ads SIXTH: WORD OF MOUTH
Promote fashion show, sweepstakes, & sales
Advertising
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WHAT: Fashion show WHEN: August 27,2011 at 5pm WHERE: Kohl’s located in the Galleria
Mall outside in parking lot 1300 W Sunset Rd # 1400, Henderson, NV
BACK TO SCHOOL FASHION SHOW
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Sweepstakes
Survey Coupons
15% OFF next purchase Prizes
10 Gift Cards Each for $800
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Roles
Employees will be trained on customer management Managers/employees are in charge of spreading the
word The managers should be organized with their surveys The employees should make the customer satisfied In the fashion show, parents will sign up their children
to walk on the catwalk Fashion show will be organized by one of the
managers
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Projected CostsPromotional Items Price/Item Quantity Total
Circulars $0.18 10000 $1800
Gift Card $800 10 $8000
Fashion Show $7000 1 $7000
Billboard $2000 2 $4000
Display Posters $85 8 $680
Radio Ad $110/week 3 $330
Miscellaneous $4500 N/A $4500
Total - - $26,310
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Projected Revenue Quarter Ending Sales 2009 (in millions) Sales 2010 (in millions) Projected Sales 2011 (in
millions)
Projected Sales 2011 with
Promotion
January 31 $336 $431 $486 $535
April 30 $137 $199 $244 $268
July 31 $229 $260 $285 $314
October 31 $193 $194 $196 $216
January 31, 2012 - - $506 $557
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Benefits of this Promotional Plan Kohl’s will:
reach target markets increase profits increase brand awareness improve customer service