wal mart[1] 1
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Wal-Mart
Group Nine– Emma O’Brien– Jessica Strode Phase III– Shivani Parikh– Sherri Davis April 30, 2007– Marcella Fridman
Executive Summary
• This is what we found about the company:• Wal-Mart currently is #1 in category, all about price with lack
of brand image and criticized for being a corporate giant
• This is what we decided to do:• Maintain awareness and increase market share• Create brand image and increase loyalty• Make Wal-Mart a part of the community
• This is how we are going to do it using an IMC Campaign:• Create incentives to increase contact points with customers• Develop a strong brand personality by using advertisement
with the same campaign of “Wal-Mart. Making your life easier.”• Renovate stores to create a more conducive shopping
environment
(New) Brand AuditTarget
-Women
-30-55 years old
-Family-oriented: wives, mothers
-Low to middle income
-More specific target than before
Positioning
-Making customers’lives easier through:
-Wally World-Gifts-New store layout-Customer
rewards
-More focus on consumer experience than before
-Becoming a communitymember over a corporation
Image
-Accommodating
-Welcoming
-Warm
--Friendly
-Clean/organized
-Accessible
Positioning Grid
The “Big Idea”
Media Pre-PlanSituation AnalysisDefine Problem or
Opportunity
Marketing StrategyIdentify solutions or means
Creative StrategyIdentify Message
World’s #1 retailer in discount and groceries
Sales in 2006 were at $344.992 billion, increasing 11.7% from 2005
Costs $75.565 billion
Distribution in Wal-Mart stores: discount, super centers, neighborhood, Sam’s Club
Recent advertising has attempted to update their image through print (Vogue) and TV spots
Wal-Mart relies on price to elicit shoppers
Opportunity: increase experience
-Objectives: To reposition Wal-Mart in the mind of the consumers to be an accommodating place that makes the consumer’s life easier.
-To increase brand loyalty by 18% in the first six months, to increase brand sympathy at year’s end by 40%
-Spending: $600 million on a year-long IMC campaign in addition to in-store renovations
-Same distribution - freeze on new stores until IMC has been in effect for 1 year.
-Promotions: all intended to create happy customers with increased loyalty
-Family-oriented women 30-55 years old; mothers, wives, low-to-middle income
-Old target was unclear with no specific focus
-Making the shopping experience more accommodating by providing childcare, customer rewards card, sample gifts, community events, etc. to have shopping be a successful venture and show Wal-Mart’s care and loyalty to the community
-Move Wal-Mart from simply price-driven to appeal to price-driven consumers that also value experience. Also, move away from a global giant to a resourceful community member.
-Copy themes: “Random Act of Kindness # __” illustrating Wal-Mart’s new services. “Making your life easier” with variations on the theme to go with seasonal changes.
-Mass - TV spots, Billboards, Radio Targeted - Direct mail, in-store signage, in-store giveaways, community events, in-store services.
Situation AnalysisDefine Problem or
Opportunity
Marketing StrategyIdentify solutions or means
Creative StrategyIdentify Message
World’s #1 retailer in discount and groceries
Sales in 2006 were at $344.992 billion, increasing 11.7% from 2005
Costs $75.565 billion
Distribution in Wal-Mart stores: discount, super centers, neighborhood, Sam’s Club
Recent advertising has attempted to update their image through print (Vogue) and TV spots
Wal-Mart relies on price to elicit shoppers
Opportunity: increase experience
-Objectives: To reposition Wal-Mart in the mind of the consumers to be an accommodating place that makes the consumer’s life easier.
-To increase brand loyalty by 18% in the first six months, to increase brand sympathy at year’s end by 40%
-Spending: $600 million on a year-long IMC campaign in addition to in-store renovations
-Same distribution - freeze on new stores until IMC has been in effect for 1 year.
-Promotions: all intended to create happy customers with increased loyalty
-Family-oriented women 30-55 years old; mothers, wives, low-to-middle income
-Old target was unclear with no specific focus
-Making the shopping experience more accommodating by providing childcare, customer rewards card, sample gifts, community events, etc. to have shopping be a successful venture and show Wal-Mart’s care and loyalty to the community
-Move Wal-Mart from simply price-driven to appeal to price-driven consumers that also value experience. Also, move away from a global giant to a resourceful community member.
-Copy themes: “Random Act of Kindness # __” illustrating Wal-Mart’s new services. “Making your life easier” with variations on the theme to go with seasonal changes.
-Mass - TV spots, Billboards, Radio Targeted - Direct mail, in-store signage, in-store giveaways, community events, in-store services.
Media Pre-Plan
Situation AnalysisDefine Problem or
Opportunity
Marketing StrategyIdentify solutions or means
Creative StrategyIdentify Message
World’s #1 retailer in discount and groceries
Sales in 2006 were at $344.992 billion, increasing 11.7% from 2005
Costs $75.565 billion
Distribution in Wal-Mart stores: discount, super centers, neighborhood, Sam’s Club
Recent advertising has attempted to update their image through print (Vogue) and TV spots
Wal-Mart relies on price to elicit shoppers
Opportunity: increase experience
-Objectives: To reposition Wal-Mart in the mind of the consumers to be an accommodating place that makes the consumer’s life easier.
-To increase brand loyalty by 18% in the first six months, to increase brand sympathy at year’s end by 40%
-Spending: $600 million on a year-long IMC campaign in addition to in-store renovations
-Same distribution - freeze on new stores until IMC has been in effect for 1 year.
-Promotions: all intended to create happy customers with increased loyalty
-Family-oriented women 30-55 years old; mothers, wives, low-to-middle income
-Old target was unclear with no specific focus
-Making the shopping experience more accommodating by providing childcare, customer rewards card, sample gifts, community events, etc. to have shopping be a successful venture and show Wal-Mart’s care and loyalty to the community
-Move Wal-Mart from simply price-driven to appeal to price-driven consumers that also value experience. Also, move away from a global giant to a resourceful community member.
-Copy themes: “Random Act of Kindness # __” illustrating Wal-Mart’s new services. “Making your life easier” with variations on the theme to go with seasonal changes.
-Mass - TV spots, Billboards, Radio Targeted - Direct mail, in-store signage, in-store giveaways, community events, in-store services.
Media Pre-Plan
Media PlanMedia Vehicle Reach/
FrequencyPercent of Total Budget
National/ Cable TV
Each TV spot should reach 80% of women ages 30-55, 3+ a week during the month/s allocated
45%$270 Million
Direct Mail Reach 75% of all households once during the month/s allocated
20%$120 Million
Billboards Reach 50% of women 30-55 1+ times a week during the month allocated
10%$60 Million
Media Plan Cont’d.
Media Vehicle Reach/ Frequency
Percent of Total Budget
Radio reach 60% of women ages 30-55, 5+ a week during the month/s allocated in each local region
20%$120 Million
In-Store Signage/Merchandise
Reach 95% that are in store
5%$30 Million
Media Plan Budget (%)
IMC Timeline
Phase 1: Redo Store Layout
June
May
Phase 2: RAK campaign billboards and tv spots
July
Continue RAK, announce Wal-Mart July 4th
Aug
ust
All stores open, grand opening event, start Wally World, Making your life easier (back to school)
Sept
embe
r
Start Rewards program, back to school cont’d
Oct
ober
Making your life easier: Halloween
Nov
embe
r
Making your life easier: Thanksgiving
Dec
embe
r
Making your holidays easier
Janu
ary
Making it easier to keep your resolution
Feb
ruar
y
Making your life easier: Valentine’s Day
Mar
ch
Making your life easier: March Madness
Apri
l
Making your life easier: Easter
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Are You Ready For
March Madness?
$9.99
$2.50
$12.9
9
$19.99
Making your life easier.
Conclusion
Repositioning Wal-Mart through in-store renovations & a national campaign as an accommodating community member can help enhance their overall image and build a loyal customer base.
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