A set of 10 slides that basically talk about the digital strategy I planned for Wal-Mart.

1. Digital Strategy Campaign
Presented by Chendi Jia

2. About Wal-Mart
 Founded by Sam Walton in 1962
 Incorporated on October 31, 1969
 The largest retail store in the world.
 Annual revenues of over $100 billion,
more than 10,000 stores and more
than 750,000 employees worldwide.
 Wal-Mart had $473.1 billion net sales
totally in 2014.
 Ranked first on the 2014 Fortune 500
List by revenue.

3. Positioning
 Wal-Mart is an incredibly strong brand
 Focus on reducing costs and giving customers the most
valuable products with lowest prices
 Facing the challenges: one-stop shopping can be
completed by a few clicks on a tablet computer or
mobile phones, and low-price products can be reached
everywhere, customers no longer think Wal-Mart has the
lowest prices.
 This is a perception issue and it is vital.
 It is crucial to find some ways that help Wal-Mart stay at
the top.

4. Target Audience
 Families and individuals with modest incomes.
 These shoppers are typically interested in in the value
of the products offered
 Less interested in product branding.

5. Key Performance Indicator (KPI)
 1. Profit
2% Sales Growth ($9.53 billion)
 2. Brand Awareness
Wal-Mart stands for low prices
 3. Brand Loyalty
Maintain current brand loyalty

6. Big Idea
 Reach the housewives as the primary target group.
 They spend most time doing housework and make every effort to
reduce the cost of living.
 They are in favor of the products with high quality and low
price.
 The “Big Idea:” “Stay Close With The Customers.”
 Constantly remind the creative team: Do our target audiences
care? Does the idea entertain, uplift, or inform them? Does it
respect their efforts? Does it help our sales?
 Making the campaign simple and accessible.

7. Tools and Tactics
Tactics:
 Modern housewife are independent and empowered.
 Stick to messages about how the product or service further
empowers housewives.
 They care more about the benefits that they get from the
products.
 Focus on how the product or service benefits housewives, and
include visual depictions of women enjoying the product.
 Besides that, creating appealing messages to attract the kids
could also drive the housewives to shop at Wal-Mart.

8. Tools:
 The housewives seldom use computers and Internet.
 Use mobile marketing, digital billboards and e-mail marketing
as tools to reach them.
 Place billboard near popular supermarkets and schools.
 Use e-mail marketing which is low-cost and durable

9. Budget
• The total units of Wal-Mart within the United States
are 4,344.
• Place 2 billboards to promote each store, 8,688
totally.
• Each billboard in rural areas costs $140 monthly on
average, and the percentage of rural sites is 90%.
• Each billboard in big cities costs $1,700 on average.
• The total cost of the billboards:
$140* 8,688 *90%* 12 + s $1,700* 8,688* 10% *12=$30,859,776.
• The budget of mobile marketing and e-mail marketing would be $4,000,000
and $1,000,000.
• Total budget: $31,359,776

10. Summary
 Two parts of the strategy:
Essential process: Mobile Marketing and Digital Billboards
Back-up plan: E-mail marketing.
 Customized for the specific target audience. The digital tools
are simple but accessible.
Thank You!