is a brand with deep ties to heritage
and culture but no one knows it
WHAT
DO PEOPLE
THINK ABOUT
YOUR BRAND?
INTERVIEW VIDEO
INTERVIEW VIDEO
So, what are its


STRENGTHS          right now?
Cost Plus World Market
Isn’s perceived NEGATIVELY.
Cost Plus World Market
Opportunity for GROWTH
Cost Plus World Market
UNIQUE selections
So, what’s the

PROBLEM?
            Stand
            for
            nothing
In the MIDDLE of no man’s land
Product doesn’t quite deliver on PROMISE.
Lost
emotional connection




NO MINDSET
OVER
  Cost Plus is a great brand, with




ALL
  good brand values who has
  lost relevancy in an
  ever changing market ...
ENEMIES
   Meet our competitors?
WHAT
WE       Insights




FOUND?
PERSONA
HUNGER
  for
CULTURE
LIFE
  STYLE
• Live in big city, 28-45 years old.
• Speak more than one language.
• They live in another country/ or want ...
PERSONA
DISSECTED
the


BIG   idea
WHERE TO GO
 FROM HERE
                 The goal
     We are going to reposition Cost
     Plus, from a stagnant retailer ...
HOW
                                ?
are you doing to make this new strategy come alive


 • Face lift of corporate websi...
WEB
Face lift of corporate website




       SITE
Emergence into the community




COMM
UNITY
Expansion of product




PRODUCT
EXPANSION
SUMMARY
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
Cost Plus World Market
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Cost Plus World Market

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Cost Plus World Market

  1. 1. is a brand with deep ties to heritage and culture but no one knows it
  2. 2. WHAT DO PEOPLE THINK ABOUT YOUR BRAND?
  3. 3. INTERVIEW VIDEO
  4. 4. INTERVIEW VIDEO
  5. 5. So, what are its STRENGTHS right now?
  6. 6. Cost Plus World Market Isn’s perceived NEGATIVELY.
  7. 7. Cost Plus World Market Opportunity for GROWTH
  8. 8. Cost Plus World Market UNIQUE selections
  9. 9. So, what’s the PROBLEM? Stand for nothing
  10. 10. In the MIDDLE of no man’s land
  11. 11. Product doesn’t quite deliver on PROMISE.
  12. 12. Lost emotional connection NO MINDSET
  13. 13. OVER Cost Plus is a great brand, with ALL good brand values who has lost relevancy in an ever changing market place where perception of value and customer demands have evolved.
  14. 14. ENEMIES Meet our competitors?
  15. 15. WHAT WE Insights FOUND?
  16. 16. PERSONA
  17. 17. HUNGER for CULTURE
  18. 18. LIFE STYLE • Live in big city, 28-45 years old. • Speak more than one language. • They live in another country/ or want to. • Prefer local coffee shop rather than Starbucks • Yoga passionate • Discovery Channel, DIY books.
  19. 19. PERSONA DISSECTED
  20. 20. the BIG idea
  21. 21. WHERE TO GO FROM HERE The goal We are going to reposition Cost Plus, from a stagnant retailer that people visit out of need into an iconic cultural retailer with deep ties to community and culture.
  22. 22. HOW ? are you doing to make this new strategy come alive • Face lift of corporate website • Emergence into the community • Expansion of product
  23. 23. WEB Face lift of corporate website SITE
  24. 24. Emergence into the community COMM UNITY
  25. 25. Expansion of product PRODUCT EXPANSION
  26. 26. SUMMARY
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