Wal-Mart <ul><li>Group Nine </li></ul><ul><ul><li>Emma O’Brien </li></ul></ul><ul><ul><li>Jessica Strode   Phase III </li>...
Executive Summary <ul><li>This is what we found about the company: </li></ul><ul><ul><li>Wal-Mart currently is #1 in categ...
(New) Brand Audit <ul><li>Target </li></ul><ul><li>Women </li></ul><ul><li>30-55 years old </li></ul><ul><li>Family-orient...
Positioning Grid
The “Big Idea”
Media Pre-Plan <ul><li>- Making the shopping experience more accommodating by providing childcare, customer rewards card, ...
Media Pre-Plan <ul><li>- Making the shopping experience more accommodating by providing childcare, customer rewards card, ...
Media Pre-Plan <ul><li>- Making the shopping experience more accommodating by providing childcare, customer rewards card, ...
Media Plan 10% $60 Million Reach 50% of women 30-55 1+ times a week during the month allocated Billboards 20% $120 Million...
Media Plan Cont’d. 5% $30 Million Reach 95% that are in store In-Store Signage/ Merchandise 20% $120 Million reach 60% of ...
Media Plan Budget (%)
IMC Timeline Phase 1: Redo Store Layout June May Phase 2: RAK campaign billboards and tv spots  July Continue RAK, announc...
 
 
 
 
Are You Ready For March   Madness?
$9.99 $2.50 $12.99 $19.99 WAL  MART. Making your life easier.
Conclusion <ul><li>Repositioning Wal-Mart through in-store renovations & a national campaign as an accommodating community...
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Wal Mart[1] 1

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Wal Mart[1] 1

  1. 2. Wal-Mart <ul><li>Group Nine </li></ul><ul><ul><li>Emma O’Brien </li></ul></ul><ul><ul><li>Jessica Strode Phase III </li></ul></ul><ul><ul><li>Shivani Parikh </li></ul></ul><ul><ul><li>Sherri Davis April 30, 2007 </li></ul></ul><ul><ul><li>Marcella Fridman </li></ul></ul>
  2. 3. Executive Summary <ul><li>This is what we found about the company: </li></ul><ul><ul><li>Wal-Mart currently is #1 in category, all about price with lack of brand image and criticized for being a corporate giant </li></ul></ul><ul><li>This is what we decided to do: </li></ul><ul><ul><li>Maintain awareness and increase market share </li></ul></ul><ul><ul><li>Create brand image and increase loyalty </li></ul></ul><ul><ul><li>Make Wal-Mart a part of the community </li></ul></ul><ul><li>This is how we are going to do it using an IMC Campaign: </li></ul><ul><ul><li>Create incentives to increase contact points with customers </li></ul></ul><ul><ul><li>Develop a strong brand personality by using advertisement with the same campaign of “Wal-Mart. Making your life easier.” </li></ul></ul><ul><ul><li>Renovate stores to create a more conducive shopping environment </li></ul></ul>
  3. 4. (New) Brand Audit <ul><li>Target </li></ul><ul><li>Women </li></ul><ul><li>30-55 years old </li></ul><ul><li>Family-oriented: wives, mothers </li></ul><ul><li>Low to middle income </li></ul><ul><li>More specific target than before </li></ul><ul><li>Positioning </li></ul><ul><li>Making customers’ </li></ul><ul><li>lives easier through: </li></ul><ul><li>-Wally World </li></ul><ul><li>-Gifts </li></ul><ul><li>-New store layout </li></ul><ul><li>-Customer rewards </li></ul><ul><li>More focus on consumer </li></ul><ul><li>experience than before </li></ul><ul><li>Becoming a community </li></ul><ul><li>member over a corporation </li></ul><ul><li>Image </li></ul><ul><li>Accommodating </li></ul><ul><li>-Welcoming </li></ul><ul><li>-Warm </li></ul><ul><li>-Friendly </li></ul><ul><li>-Clean/organized </li></ul><ul><li>Accessible </li></ul>
  4. 5. Positioning Grid
  5. 6. The “Big Idea”
  6. 7. Media Pre-Plan <ul><li>- 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 </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Mass - TV spots, Billboards, Radio Targeted - Direct mail, in-store signage, in-store giveaways, community events, in-store services. </li></ul><ul><li>Objectives: To reposition Wal-Mart in the mind of the consumers to be an accommodating place that makes the consumer’s life easier. </li></ul><ul><li>To increase brand loyalty by 18% in the first six months, to increase brand sympathy at year’s end by 40% </li></ul><ul><li>Spending: $600 million on a year-long IMC campaign in addition to in-store renovations </li></ul><ul><li>Same distribution - freeze on new stores until IMC has been in effect for 1 year. </li></ul><ul><li>Promotions: all intended to create happy customers with increased loyalty </li></ul><ul><li>Family-oriented women 30-55 years old; mothers, wives, low-to-middle income </li></ul><ul><li>Old target was unclear with no specific focus </li></ul> 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 Creative Strategy Identify Message Marketing Strategy Identify solutions or means Situation Analysis Define Problem or Opportunity
  7. 8. Media Pre-Plan <ul><li>- 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 </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Mass - TV spots, Billboards, Radio Targeted - Direct mail, in-store signage, in-store giveaways, community events, in-store services. </li></ul><ul><li>Objectives: To reposition Wal-Mart in the mind of the consumers to be an accommodating place that makes the consumer’s life easier. </li></ul><ul><li>To increase brand loyalty by 18% in the first six months, to increase brand sympathy at year’s end by 40% </li></ul><ul><li>Spending: $600 million on a year-long IMC campaign in addition to in-store renovations </li></ul><ul><li>Same distribution - freeze on new stores until IMC has been in effect for 1 year. </li></ul><ul><li>Promotions: all intended to create happy customers with increased loyalty </li></ul><ul><li>Family-oriented women 30-55 years old; mothers, wives, low-to-middle income </li></ul><ul><li>Old target was unclear with no specific focus </li></ul> 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 Creative Strategy Identify Message Marketing Strategy Identify solutions or means Situation Analysis Define Problem or Opportunity
  8. 9. Media Pre-Plan <ul><li>- 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 </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Mass - TV spots, Billboards, Radio Targeted - Direct mail, in-store signage, in-store giveaways, community events, in-store services. </li></ul><ul><li>Objectives: To reposition Wal-Mart in the mind of the consumers to be an accommodating place that makes the consumer’s life easier. </li></ul><ul><li>To increase brand loyalty by 18% in the first six months, to increase brand sympathy at year’s end by 40% </li></ul><ul><li>Spending: $600 million on a year-long IMC campaign in addition to in-store renovations </li></ul><ul><li>Same distribution - freeze on new stores until IMC has been in effect for 1 year. </li></ul><ul><li>Promotions: all intended to create happy customers with increased loyalty </li></ul><ul><li>Family-oriented women 30-55 years old; mothers, wives, low-to-middle income </li></ul><ul><li>Old target was unclear with no specific focus </li></ul> 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 Creative Strategy Identify Message Marketing Strategy Identify solutions or means Situation Analysis Define Problem or Opportunity
  9. 10. Media Plan 10% $60 Million Reach 50% of women 30-55 1+ times a week during the month allocated Billboards 20% $120 Million Reach 75% of all households once during the month/s allocated Direct Mail 45% $270 Million Each TV spot should reach 80% of women ages 30-55, 3+ a week during the month/s allocated National/ Cable TV Percent of Total Budget Reach/ Frequency Media Vehicle
  10. 11. Media Plan Cont’d. 5% $30 Million Reach 95% that are in store In-Store Signage/ Merchandise 20% $120 Million reach 60% of women ages 30-55, 5+ a week during the month/s allocated in each local region Radio Percent of Total Budget Reach/ Frequency Media Vehicle
  11. 12. Media Plan Budget (%)
  12. 13. 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 August All stores open, grand opening event, start Wally World, Making your life easier (back to school) September Start Rewards program, back to school cont’d October Making your life easier: Halloween November Making your life easier: Thanksgiving December Making your holidays easier January Making it easier to keep your resolution February Making your life easier: Valentine’s Day March Making your life easier: March Madness April Making your life easier: Easter
  13. 18. Are You Ready For March Madness?
  14. 19. $9.99 $2.50 $12.99 $19.99 WAL MART. Making your life easier.
  15. 20. Conclusion <ul><li>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. </li></ul>{ }

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