3. Mission & Values
Mission:
“To bring you home fashions you’ll love, at prices you’ll
LOVE even more! That’s what we call HomeGoods
Happy. ”
Values:
Inspiration-Feed your inner decorator
Value- Up to 20-60% off department/specialty store prices
Fresh and diverse inventory- Supports individuality
Fashion forward- Trend tracking
Quality- Top Brands
4. Situation Overview
Home Fashions Retailer since 1992
TJX parent company ( TJ Maxx, Marshalls)
374 national stores (standalone and superstores)
Business objectives:
Grow chain to 750 stores nationally (long-term)
Upgrade stores to attract/retain customers
Marketing objectives:
Increase brand awareness of HomeGoods as a place for fashion
and value seekers
Increase store traffic and sales
Target Market:
Primarily female, 25-54, middle-upper income shopper, suburban
Fashion/Value conscious, savvy shopper
5. Company Differentiation
Top marketing strategies on how it goes to or
is in the marketplace:
Price: Providing unbeatable values (up to 60% off)
on top names in home fashions
Product: Providing “freshness” of inventory for
every style and part of your home “under one roof”
Place/Promotion: Using its online/social media
presence to drive store traffic vs serve as e-
commerce site
6. Company Communications
Strategies
Top communications strategies:
Leverage website as an inspiration board /blog with fresh ideas
using current inventory to drive traffic into store
Foster customer engagement through content sharing to spread
brand awareness via idea blog/FB page
Keep in-store, online and tv messaging fresh and relative to time
of year to spark inspiration and keep customer coming back
Reinforce value and “HomeGoods Happy” theme through
digital, print, tv, and in-store signage/displays:
Price tags showing retail comparison, “Don’t Miss Out”
“Amazing Value for Every Room,” “Fab Finds, Fab Price”
“Top Brands. Just your-style savings!” “Love the Luxury,
Savor the Savings”
“Spread HomeGoods Happiness” with gift cards
7.
8.
9.
10.
11. Competitor Comparison
Life Cycle (Intro-build- Build, player for 20 yrs, 336 Mature, player for 40 yrs, Mature, player for 50 yrs, 258
mature-decline) stores 1,000 stores stores
Positioning Off-price, value based, fresh “Largest specialty retailer of “Unique, authentic,
inventory imported home affordable” “Bringing beauty
Focuses on: goods/furnishings” and excitement of global
Focuses on: baazar with great finds at
the deal, fashion/trends
“Unique and original finds” great prices” “from more than
“Up to 60% off dept/specialty 50 countries, individual,
store prices” from around the world, global regional artisans”
artisan feel, hippie roots
-including wine and beer
selection
Media Used Website/blogs, mobile Catalogs, eCatalogs, website for e-
marketing, social media, Social media, website with commerce, featuring weekly
Email newsletter ,tv ads and idea room and Pier 1 2Go circular ad to browse, “As
PR, print mag virtual basket for in-store seen In” print magazine
pick- up, references and décor ideas,
Email newsletter, social
Email newsletter, tv ads
media (FB, Twitter, Pinterest)
12. Integrated Communications
Approach (add dup slide if need, fill in to best of your ability,
media shown are for example only, add what is really used by company)
Types of Media Target Message/s Other Comments
Used Audience
Web site Females Focusing on Clever use to drive
25-50 “customer finds” brand engagement
and inspiration to and sales through
drive you to their idea sharing vs
store traditional e-
commerce
TV Young, stylish Find value/great Not much spent on
professionals, deals, even during tv ads, focus on
Moms, lunch break, to fit placement on news
your style, better and HGTV
Holiday shoppers
way to shop for segments, very
gifts successful Share-
A-Carol integrated
campaign
13. Integrated Communications
Approach
Types of Target Message/s Other
Media Used Audience Comments
Print Females 35-50, Stylish finds, great Mailed circular,
moms value, Mom caves, articles in print
inspire your inner mag alongside
decorator professional
advice (Family
Circle, Woman’s
Day,Traditional
Home, Country
Living)
Blogs Females 30-50 Inspiration Using professional
everywhere, interior designers
budget-friendly for content
ideas
14. Integrated Communications
Approach
Media Used Target Message/s Comments
Mobile 25-35 tech savvy Value, Locating Share-A-Carol
Marketing shoppers nearest store,
convenience,
holiday cheer
Email Discount seekers Focus on fresh Fuels repeat
inventory and purchases, retains
savings customers
Social Media: 20-40 tech savvy Spreading good Very engaged FB
Facebook aspiring decorators deal happiness, (197,648 fans,
inspiration, 3,812 talking)
Twitter
style,excitement Twitter (16,665
YouTube with fresh followers), not
Pinterest inventory, store YouTube (701,235
openings views, 572
subscribers)
15. Evaluation
Assess:
Is the company delivering it’s mission and living its values based
on your review?
Are the company’s messages tied to it’s mission?
Is the company’s positioning/key message consistently deployed
across media?
Is the company’s message and product/service delivery linked up
and aligned?
Is the company spending it’s marketing dollars wisely?
Do you think they have an ROI for their marketing investment?
Based on where the company is in it’s life cycle, how does that
affect it’s choices for IMC right now?
Does the marketing approach make sense, or would you adjust it
and how?
Are customers happy?
16. Evaluation
What’s working well?
Strong, competitive positioning with off-price concept
Value/off-price messaging- universal appeal during
current economic times and beyond
Customer engagement through social media to spread
brand awareness and build customer in-store traffic
What’s not working?
Need fresher, more integrated content on YouTube
channel
Oct. 2011 was last posting
Not in sync with current Spring themed messaging and
media buzz spots
17. Recommendations
Continue use of integrated social media to boost brand
awareness, customer loyalty and engagement
Freshen up YouTube content
Continue seeking opportunities for corporate
partnerships/sweepstakes/publicity in fashion circles
to further brand awareness
Guiliana and Bill shopping in HomeGoods
HGTV mentions and other media buzz is buried on
website and not integrated into social media
channels
