emartin 615 final project

Emily Martin IMC 615 Kmart

Para Mi…

Emily C. MartinWest Virginia University

IMC 615Creative Strategy & Execution

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Emily Martin IMC 615 KmartTable of Contents

Brand Description………………………………………………...3-5

SWOT Analysis…………………………………………………..6-8

Situation Analysis………………………………………………...9-11

A Day In The Life………………………………………………...12-13

Creative Brief……………………………………………………..14-15

Strategy Statement………………………………………………...16-17

Print Ads…………………………………………………………..18-24 Radio Spots………………………………………………………..25-28

Television Ads………………………………………………….....29-33

Nontraditional Executions ………………………………………..34-37 Conclusion…………………………………………………………37

References & Inspiration…………………………………………..38-40

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Emily Martin IMC 615 KmartIn 1899, Sebastian Kresge opened his first five-and-dime store in down town Detroit, Michigan.

Over the next 100 years, his enterprise grew to include over 1,500 stores. Kresge intended his

stores to “offer quality products at low prices.” (searsholdings.com, 2010). In 1977, Kresge

stores assumed the Kmart name and continued to honor the mission of its founder by

concentrating on discount merchandising. During the 1990s, Kmart focused on updating its

brand image and increasing financial strength. By introducing a new logo and redesigning

aesthetics and store layouts, the company sought growth. While intentions were to create a more

profitable company, they were unsuccessful and Kmart filed for Chapter 11 Bankruptcy in 2002.

By May of 2003, the company emerged from bankruptcy reorganized and revitalized. Kmart is

“facing the future with new energy and enthusiasm -- and a renewed commitment to providing

customers with compelling promotional values, great private brands and excellent service.”

(searsholdings.com, 2010) Currently, the company is owned by Sears Holdings Corporation,

sharing many brands and services with parent store, Sears. Kmart operates over 1,320 stores and

accounts for 35% of the revenues for Sears Holdings Corp (Birchall, 2010).

S.S. Kresge’s initial intent was to make products available to people at the lowest cost possible.

Throughout its history, the company operated under the premise: “offer consumers products they

need at prices they can afford -- and they'll keep coming back.” (searsholdings.com, 2010).

Kmart offers a variety of brands including Coleman, Country Living, Craftsman, Crayola,

Disney, Fisher Price, Glo, Jaclyn Smith, Joe Boxer, Kenmore, Nickelodeon, Sony, and Wrangler-

to name a few. Martha Stewart recently ended her partnership with Kmart, taking Martha

Stewart Living products to Home Depot (Burritt, 2010). Bongo jeans just announced they signed

a direct-to-retail agreement with Sears Holding Corp. that allows the company to solely offer the

fashion line in Kmart and Sears stores. Dari Marder, chief marketing officer for Bongo’s parent

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Emily Martin IMC 615 Kmartcompany expressed excitement: “…it will now be easier for Bongo girls across the country to

have access to the hottest fashion at affordable prices" (Anonymous, 2010).

Kmart’s target market includes the average American family. With their focus on pricing,

consumers targeted include low to middle-income earners. The customer wants a quality product

at a reasonable price and will shop around for the best bargain. However, a recent survey

indicates “location” as the top reason for going to Kmart (Consumer Reports, 2010). This

indicates Kmart customers are more comfortable with a hometown feel and value the distance

they have to drive in order to shop. The product assortment including appliances, clothing, food,

home goods, and sporting goods enforces the company’s aim to serve a multi-faceted family

structure. Kmart is aiming to satisfy all family members with their product and brand lines.

Kmart uses a variety of marketing mediums. Currently, Kmart is the leader of promotional print

circulars, reaching “millions of households every week” (searsholdings.com, n.d.). The company

operates kmart.com, where promotional activity is communicated. Kmart is active in social

media, participating on facebook, twitter, myspace, linkedin, and youtube. Commercials and

radio have been used in the past and are less frequent in recent times.

Kmart’s commitment to the working class is evident in many of their services. In 2009, they

reintroduced the Christmas Club program to boost holiday traffic. Customers can add to their

account on-line or in-store and the company matches 3% of the deposits up to $100 (Brandweek,

2010). To help with the damaged economy, the Smart Assist program is a savings card for the

unemployed, offering 20% off of over 1,500 items during a six month period. Email alerts are

sent to promote discounts and bonus coupons through the Shop Your Way program, offering 1%

back on purchases. Layaway is available for customers to work toward their purchases over time.

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Emily Martin IMC 615 KmartA variety of ways to manage Sears credit cards is available on-line and in-stores. (kmart.com,

2010).

While Kmart is seemingly on track financially, success is yet to be discovered. The company has

shown increases in the past three consecutive quarters, but according to experts the company still

lacks identity (Consumer Reports, 2010). Kmart is shadowed by competitors in the marketplace

and lacks a clear vision to create consumer relationships. In the Consumer Reports study, Kmart

scored the lowest of all stores surveyed for a variety of reasons including poor customer service,

long checkout lines, uninformed sales associates, and ease of shopping (2010). All of these

issues stand to be a roadblock in the company’s success.

Kmart has two clear-cut competitors: Walmart and Target. Walmart is the leading discount

retailer in the US. Customers cite low prices as the reason they shop at the chain, while they also

received very low scores in customer service and shopping environment. Walmart continues to

dominate the marketplace due to its ability to cut prices lower than its competitors. Due to the

sheer power of the Walmart brand, marketing is not necessary on a consistent basis, but stores

will match competitor prices in circulars. Target shoppers cite location and low price as their

reasons for shopping. Target has established a more fashionable stance in the marketplace,

offering designer lines and co-branded products through innovative marketing campaigns.

The main priority for the Kmart campaign will be rebranding and creating an updated image that

relates to the core customer as well as those who shop the competition. While Kmart utilizes

many marketing tactics, there is certainly room for improvement. The focus of this campaign is

to give the Kmart brand a fashionable, customer-centric, service-oriented point of view that can

relate to consumers regardless of whether it is the closest store to home.

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Emily Martin IMC 615 KmartSWOT Analysis

Strengths:

Kmart is a company with a long history of serving the American family. Since its reach into

urban and highly concentrated populations, minorities such as African Americans and Latinos

have come to rely upon the retailer for their shopping needs due to the convenient locations near

their homes. The retailer carries over 100,000 Stock Keeping Units (SKUs) in their largest

stores, offering a wide variety of product categories and well-known brands. Since their merger

with Sears Holding Co., Kmart has picked up more trusted household brands including Kenmore

and Craftsman. Kmart has also forged strong relationships with designer brands and well-known

corporations including Coleman, Country Living, Craftsman, Crayola, Disney, Fisher Price,

Glo, Jaclyn Smith, Joe Boxer, Kenmore, Nickelodeon, Sony, and Wrangler. Since the merger

with Sears Holding Co., Kmart has emerged from Chapter 11 bankruptcy in a better financial

position, resulting from increased shareholder expectations, improved product offering, and more

efficient operating measures. Currently, Kmart operates over 1300 locations. This is wide-spread

distribution of stores creates a convenience for shoppers to visit frequently due to the fact stores

were placed in concentrated areas to drive traffic frequency.

Weaknesses:

Kmart has a vague image among the discount retail market. The company has lost its identity

and has not been able to assert a solid personality for customers to recognize, let alone harbor

loyalty. Kmart’s ambiguous personality can be attributed to their weak marketing history. The

company is known for their circulars in newspapers, but lacks a solid communication plan to

consistently keep contact with loyal customers and initiate contact with potential customers.

Among reasons Kmart has gained a dated image is the unattractive, dirty, cluttered stores. The

store environments are lacking modernity, shopability, continuity and organization. Store layouts 6

Emily Martin IMC 615 Kmartare similar to a maze and have no clear structure to follow when shopping. Employees contribute

to the unattractive brand image. They are dressed in ill-fitting, common clothes and their service

levels follow suit. According to Consumer Reports (2010), often times, primary complaints stem

from long register lines, unknowledgeable sales associates, and low levels of customer service.

While most of the service issues stem from the employees, technology is also a roadblock for the

company. Computer systems are antiquated, inventory management systems are dated compared

to WalMart, and the company lacks a solid customer relationship management program.

Opportunities:

Kmart is a company that has nothing to hold onto. They have lost every shred of identity in the

past 30 years and have continued to promote a negative brand image through unsuccessful

marketing and brand representation. Considering these factors, Kmart is a company that has

many opportunities. Primarily, the brand must be reintroduced as a likeable, desirable, updated

company. Opportunities surrounding this transformation will create a buzz in the retail and

financial communities, thus producing increased interest and awareness of the brand. Through

this reintroduction, Kmart has the opportunity to reconnect with minority groups, who are

projected to increase spending throughout 2010 and beyond due to their purchasing habits and

income trends. Latino spending power is expected to reach $2.2 trillion by 2020 (Progressive

Grocer, 2009). By focusing on the modern American minorities, Kmart can integrate a caring

image, an understanding of family values, and a convenience focus for those consumers who are

searching for a likeable shopping locale.

Threats:

Kmart is faced with extremely strong competitors. Target and WalMart have established solid

market identities through excellent communication, assortment, and pricing campaigns. Each has

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Emily Martin IMC 615 Kmartestablished a loyal and dedicated customer base due to their assertive business strategies. With

this superior following, Target and WalMart carry strategies that Kmart simply cannot compete

with. WalMart has strong pricing capabilities where they can undercut any competitor simply

due to the size of the organization and buying power. They have innovative inventory and

pricing controls and can adjust margins immediately. Target has a cult-like following of young

adults who appreciate the product range and quality. They carry a wide range of designer and

brand-name product lines that are relevant and appeal directly to their customers. Marketing has

always been one of Target’s strengths through innovative, eye-catching modern campaigns that

are relevant to their target market. Khols is also an emerging retailer that has been compared to

Kmart in its apparel and house-wares offerings. Khols employs aggressive markdown and

promotional pricing strategies and carries a wide variety of products. Khols stores do not carry

product categories like food, sporting goods, garden, and picture and pharmacy facilities.

However, their assortment in clothing, accessories, makeup, shoes, and house-wares are highly

competitive categories for Kmart.

Another threat for Kmart is the weakened economy. Customer purchasing power has decreased

significantly due to the wide-spread unemployment rates. Along those lines, Kmart closed 200

stores, which decreases their accessibility in certain locations. While the stores that were closed

were underperforming or overly expensive due to land and lease contracts, customers who

depended upon their local Kmart can visit a competitor within a closer radius than another

Kmart, resulting in lost sales for the company.

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Emily Martin IMC 615 KmartSituation Analysis:

Market Situation:

Kmart currently targets two distinct markets. The working American family was the original

target when Kresge opened his stores and Kmart continues to service this group in small, rural

and suburban markets. Kmart openly targets minorities, African Americans and Latinos

specifically in urban markets. Considering an expected increase in spending among the two in

supercenter retail locations, (Carpenter, 2006) Kmart should continue to focus on minorities as

targets consumers. Larger retailers appeal to consumers due to the large assortment, accessibility,

and their ability to offer lower prices in one location (Carpenter 2006). Recent trends indicate

consumers refrain from strolling through stores at a leisurely pace. Instead, they value the ability

to find all their needs in one place and making quick trips to only one location as opposed to

visiting multiple stores to complete their shopping lists (Griffith, & Krampf, 1997).

Product Situation:

Kmart was the original discount retailer. Unfortunately, the company cannot compete with the

likes of WalMart and Target. The buying power compared to pricing capabilities for Kmart

simply cannot take on WalMart when trying to compete for discounted consumer pricing.

Compared to Target, Kmart cannot compete in product selection. Consumers look to Target for

trendier, fashionable products, while they see Kmart as offering basic, uninspired goods. Kmart

has recently begun carrying more visible product lines such as Bongo and Kenmore. However,

they recently lost the Martha Stewart Living line to Home Depot (Burritt, 2010). Remaining

brands include: Coleman, Country Living, Craftsman, Crayola, Disney, Fisher Price, Glo, Jaclyn

Smith, Joe Boxer, Kenmore, Nickelodeon, Sony, and Wrangler

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Emily Martin IMC 615 KmartCompetitive Situation:

WalMart is the major competitor for Kmart. It has proven to be the retail behemoth that is

impossible to challenge in the pricing field. WalMart employs advanced technologies in pricing

and inventory management that are unmatched. The sheer strength in numbers of WalMart stores

overshadows competition in accessibility and selection. With basic marketing programs,

WalMart continues to focus on suburban and rural areas appealing with cost and convenience.

Target has become the retailer of choice for the younger generation who seeks a trendier,

fashionable product assortment. Target has focused its marketing on younger, college age and

slightly beyond consumers with modern music, artistic graphics, and youthful models. While

pricing is higher than WalMart, the company carries more designer lines and brand names.

Target stores are typically located in urban and inner suburban areas that service a city culture.

Distribution Situation:

Kmart operates three types of stores: Big Kmart, Kmart Super Centers, and Traditional Kmart

stores. Big Kmarts are designed to attract frequent repeat visits. It focuses on home goods,

childrens apparel, and “consumables” which are considered pantry items. Big Kmart stores

average 100,000 Stock Keeping Units (SKUs). Super Centers offer a full service grocery and

general merchandise. They are generally open 24 hours and offer special services like photo

shops and pharmacies. Super Centers carry 100,000 to 150,000 SKUs. Traditional Kmarts are

most recognizable. They carry a full service merchandise assortment and have a pharmacy. The

typical traditional store carries between 60,000 to 80,000 SKUs. (Searsholdings.com, 2010).

Macro-environment Situation:

Given the state of the economy, Kmart must acquire and maintain a loyal following of

customers. With rising unemployment rates in the US where more people are price-conscious,

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Emily Martin IMC 615 Kmartbrand loyalties rely upon price. The economic downturn in 2007 cut considerably into American

wallets and lasted longer compared to the recessions of 1990 and 2001 (Moore & Palumbo,

2010). While Kmart is unable to compete with pricing strategies of WalMart, the company must

find a point of entry into the discount retail market that is more appealing than price only.

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Emily Martin IMC 615 KmartA day in the life…

Rosa is a working mother of two, married to Jorge, a factory worker, in a suburban neighborhood

directly outside of Chicago, Illinois. Combined, she and her husband earn $50,000 per year. Rosa

depends upon her local stores to provide necessities for her family due to limited transportation

options. She utilizes public transportation when possible; otherwise she shares a vehicle with

Jorge.

Rosa wakes up at 6:00am. She takes a quick shower, using economy sized Suave shampoo and

body wash. She wakes her children and ensures they are ready for school. Rosa cooks breakfast

while her children brush their teeth and get dressed in Route 66 clothing form Kmart. The three

eat together before heading to the daycare center. When they leave, Jorge is arriving home from

the midnight shift at the factory. Rosa and the children catch the bus and ride to the daycare

center for before-school care. The children stay at daycare until school starts and then go directly

to the center after school until Rosa can pick them up.

From Daycare, Rosa catches the bus again and rides to her job. She works in a care facility and is

often late due to the unreliable public transit. She completes her time at work and catches the bus

again to pick up the children just before the daycare center closes. The three need to go to the

local Kmart on the way home to pick up some items. They purchase school supplies, dinner

ingredients, and some personal care items. The three cannot purchase a lot because they can only

carry so much on the bus. Consequently, they visit Kmart on the way home often. They catch the

bus back home.

Jorge is waking up just as the three arrive home at 7:00 pm. Rosa cooks dinner and the family

eats together before Jorge must leave to go to work. After dinner, Rosa ensures the children

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Emily Martin IMC 615 Kmartcomplete their homework and are ready for the next day. The children are in bed by 9:00pm and

Rosa begins housework. She starts laundry, picks up the living room and cleans the kitchen

before she goes to bed.

Since her husband works shift work, Rosa often is relied upon to keep the household together.

Her family is very tight-knit and shares free time together when possible. Her mother and father,

brothers and sisters all live near by and share similar needs as far as shopping and transportation.

Culturally and economically, Rosa’s family values price and location when choosing a retailer,

hence their dependence on Kmart.

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Emily Martin IMC 615 KmartCreative Brief (Original)

Agency: __ECM Brand Initiatives___

Client: Kmart___ Product:__General Product Assortment__

Why are we advertising?Kmart has acquired a dated, low-end, vague image. We must establish a modern brand identity that directly targets the Hispanic-American consumer in six key geographic locations.

Whom are we talking to?The campaign will focus on Progressive* and Mainstreamed* female Hispanic-Americans between the ages of 25 and 40 who are comfortable speaking English as their first language and hold a combined household income higher than Core Hispanics.* These shoppers prefer to shop with their children instead of alone or with other women. They shop frequently and chose stores based upon location before price. The target markets include six cities in the “Top 20 U.S. Hispanic Markets”: Los Angeles, California; New York City, New York; El Paso, Texas; Miami and Tampa, Florida; and Chicago, Illinois.

What do they currently think?The targeted customers currently see Kmart as a low-end store with below-average customer service where they can find fair prices for an adequate assortment. However, they have no true brand loyalty to a specific retail store (yet). No other retailer has been successful appealing to the Hispanic market. Shopping habits depend upon proximity to stores, so they shop the closest retail location to their home or work.

What would we like them to think?Kmart is a convenient, family-friendly, local store where they can feel comfortable to shop frequently among all channels in order to find all of their family’s needs.

What is the single most persuasive idea we can convey?Kmart is a company that can relate to the Hispanic culture in a way that integrates them in the mainstream American culture. Kmart is the company that understands the Latin culture and offers the close and convenient shopping experiences the target audience desires.

Why should they believe it?Each of the targeted cities holds 10 stores within a 15 mile radius. In the past, Kmart has focused on a diverse customer base and holds locations that allow for continued contribution to those cultures. Kmart can relate to their lifestyles.

What is the personality we want to convey?Kmart is current, family-oriented, and understands its diverse local customer

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Emily Martin IMC 615 Kmartbase.

Are there any Sacred Cows?Kmart is known for circulars in newspapers-We need to maintain the integrity of their familiar media, but update the visual layout. The Hispanic customer values family, respect, and loyalty. We must indicate Kmart shares these values as well.

What are the specific media needs?Circular ads in Sunday newspapers, one-page magazine advertisements, targeted television advertising network brand placement during those programs, 60 second radio spots and a major internet push featuring kmart.com in 10 second pop-up audio tags.

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Emily Martin IMC 615 KmartStrategy Statement

Agency: _ECM Brand Initiatives______

Client: _Kmart_____ Product:_ General Product Assortment_

The Advertising will convince female Hispanic-American shoppers aged 25 to 40 who speak fluent English and earn an annual household combined income between $50,000 and $75,000 that Kmart is the company that values their heritage, shopping habits, and frequent visits.

That Kmart is a family-friendly, convenient store where they can feel comfortable bringing their children and shopping frequently in-store and at kmart.com. Shopping at Kmart will be a cultural norm for the Hispanic markets, where they find a sense of pride shopping at a retailer that understands their specific needs and wants while maintaining a current stance.

Is/Will/Provides a clean, friendly, easy to shop environment where the target customer can consistently find an assortment of products that serve all of her family’s needs either in brick and mortar stores or on-line. Specific product line pushes in clothing, cosmetics, house wares, toys, and electronics will focus attention to products and brands relevant to the Hispanic community throughout the campaign. The Support will be focused in six major cities across the US. Primarily through newspaper circulars; 60 second radio spots; as well as television interaction with consumers through 30 and 15 second commercial spots. A push promoting kmart.com during 20 second pop-up ads will also be included to appeal to a cross-channel shopping experience. A high focus on re-branding the company will start with the communications and be implemented through stores efforts in maintaining the promised environment including store aesthetics and training programs to improve personal interactions with Kmart employees.

The Tone will be inspirational, inclusive, fashionable, and family-oriented. A modern look at the “new” American family where Hispanics are featured as the main-stream, resulting in increased brand affinity toward Kmart and its loyalty toward modernized and traditional family values. The entire organization will be consistent in offering the same feeling for the customer whether they are shopping in the stores or on-line. The targeted customers will change their perspective from shopping based upon convenience and location to choosing Kmart due to the inclusive, modern, familial feel they get when interacting with all Kmart channels.

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* “Progressive Hispanic: The Progressive Hispanic lives in both worlds: Anglo and Hispanic. For example, during the day, at work, he/she blends easily with the Anglo culture in dress, mannerisms, attitudes, and behaviors. During the evening while socializing with friends he/she blends well with other Hispanics also in dress, mannerisms, attitudes, and behaviors. At home he/she talks to parents and grandparents in Spanish, and talks in English with siblings and friends. Will use Spanish-language media on occasion, although he/she is more comfortable speaking English. This group consists mainly of middle, upper-middle and high class, highly educated professionals or business owners. Household incomes tend to be higher than Core Hispanics’. It is considered the most important Hispanic segment today as consumer, and speculations about the size of this segment vary and solid numbers are not yet available. They are the focus of intense study.” (Soruco, & Moreno, n.d.).

* “Mainstreamed Hispanic: The mainstreamed Hispanic “feels” Hispanic. He/she has adopted many if not all the cultural traits of the host population. They are second and later generation of Hispanics, are English-language dependent, and as such they use only English-language media. Due to an increasing popularity and awareness of the Hispanic market, many mainstreamed Hispanics are re-assuming many cultural traits, including learning Spanish. We have seen this noticeably in the entertainment industry, where mainstreamed Hispanics, such as Christina Aguilera and Jennifer Lopez, are focusing on reaching the Spanish-speaking consumer. This segment may be as large as 20 percent of the total U.S. Hispanic population.” (Soruco, & Moreno, n.d.).

* “Core Hispanic: The Core Hispanic “thinks,” “feels,” and “acts” Hispanic in and out of the home. He/she is Spanish-language dependent. Uses Spanish-language media, especially TV. An estimated 20 percent of the Hispanic population of the United States may belong to this segment. Some “transitional” Hispanics are also included in this category; these are Hispanics migrating from other countries that have been in the States for less than two years. Many of these will soon adapt to the next category.” (Soruco, & Moreno, n.d.).

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Emily Martin IMC 615 KmartPrint Advertisements

“Para Mi…” (Translated: “For my…”) focuses on the importance of the family dynamic to

the Hispanic consumer. Throughout the campaign, Kmart is relevant to each family member and

will be communicated through the aspect of their lives that Kmart appeals to. The following two

advertisements will be found in magazines Real Simple, People and In Style. These venues will

appeal to the Progressive and Mainstreamed female Hispanics who know Spanish but do not

speak it on a daily basis. The mix of elementary Spanish and prominent English language in the

ads will speak directly to those cited groups of Latin Americans, but also will reach a secondary

audience of the growing number of Americans who have become fluent in Spanish.

The primary advertisement will feature the entire family. Copy will cite each family member and

the brands that appeal to them. It is an introduction to the “Para mi…” series of advertisements.

The second advertisement will feature the mother-figure who purchases items for the household.

She is making her bed with Kmart’s newest attempt to appeal to the Hispanic audience, Cristina

Saralegui’s Casa Cristina home décor line.

Subsequent advertisements in the campaign will include other family members: Father will have

a picture of him working with Craftsman tools and opening a Kenmore refrigerator. Daughter

will be wearing Bongo jeans and Dream Out Loud by Selena Gomez. Sons will be playing with

toy and entertainment brands Sony, Lego, and Nerf. With the vast amount of products available

at Kmart, there is a never-ending wealth of advertising story options. By keeping the layout, tag

line, and text continuous, the ads will ring a familiarity among readers throughout the changing

images and copy. Prominent use of white space for backgrounds, red for framing and gray will

be used in the text and aesthetics to continue with Kmart’s historic use of the colors and create

brand recognition among the advertisements.

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Emily Martin IMC 615 KmartKmart“Para Mi Familia”

One-page Magazine Ad in Real Simple, People, and In Style

Visual:Middle-class Hispanic family wearing clothing found in Kmart stores enjoying family time. Family includes a mother, father, daughter and two sons.

Headline:Para Mi FamiliaKmart has everything my family needs.

Copy:On the way home, we can get everything on our shopping list. Everyone in the family is happy to go to Kmart: The boys love the Nerf, Sony, and Lego toys. My daughter must have the Bongo and Dream Out Loud by Selena Gomez clothes-so fashionable and affordable! My husband can find Craftsman tools and Kenmore appliances for the house. I can’t wait for Casa Cristina, Cristina Saralegui’s new home collection - she understands our Latin flair with such luxury!

Logo: Kmart

Baseline:Kmart, para mi familia.

Mandatories:For details on these products and other lines Kmart carries, visit kmart.com

Layout:

*Inspiration images and copy follow.

Para Mi FamiliaKmart has everything my family needs

Photo of Hispanic family Copy

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BaselineMandatories

Kmart logo


Para Mi Familia

Kmart has everything my family needs in one place.

On the way home, we get everything on our shopping list.Everyone in the family is happy to go to Kmart:

The boys love the Nerf, Sony, and Lego toys.My daughter must have Bongo and Dream Out Loud by Selena Gomez

clothes-so fashionable and affordable!My husband can find Craftsman tools and Kenmore appliances for the

house.I can’t wait for Casa Cristina, Cristina Saralegui’s new home collection, -

she understands our Latin flair with such luxury!

Kmart, para mi familia!

For details on these products and other lines Kmart carries, visit kmart.com

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Emily Martin IMC 615 KmartKmart “Para Mi Casa”One-page Magazine Ad in Real Simple, People, and In Style

Visual:Hispanic woman making a bed with the Mantilla bed dressings.

Headline:Para Mi CasaComing this fall to Kmart, Casa Cristina home collection by Cristina Saralegui.

Copy:Kmart, because I can find home décor that makes me feel comfortable and inspiredFor my bedroom, I chose Mantilla, a romantic interpretation of classic Spanish lace.

Logo: Kmart

Baseline:Kmart, para mi casa.

Mandatories:For details on Casa Cristina products and other lines Kmart carries, visit kmart.com

Layout:

*Inspiration images and copy follow.

Para Mi CasaComing this fall to Kmart, Casa Cristina home collection by Cristina Saralegui.

Photo if Hispanic woman making a bed with the Mantilla line of bedding from Kmart in a perfectly decorated bedroom.

Copy

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Kmart Logo Baseline Mandatories


Para Mi Casa

Coming this fall to Kmart, Casa Cristina home collection by Cristina Saralegui

Kmart, because I can find home décor that makes me feel comfortable and inspired. For my bedroom, I chose Mantilla, a

romantic interpretation of classic Spanish lace.

Kmart, para mi casa!

For details on Casa Cristina products and other lines Kmart carries, visit kmart.com

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Emily Martin IMC 615 KmartCreative Brief (Revised for Print Ads)


Client: Kmart___ Product:__General Product Assortment__

Why are we advertising?Kmart has acquired a dated, low-end, vague image. We must establish a modern brand identity that directly targets the Hispanic-American consumer in six key geographic locations.

Whom are we talking to?The campaign will focus on Progressive* and Mainstreamed* female Hispanic-Americans between the ages of 25 and 40 who are comfortable speaking English as their first language and hold a combined household income higher than Core Hispanics.* These shoppers prefer to shop with their children instead of alone or with other women. They shop frequently and chose stores based upon location before price. The target markets include six cities in the “Top 20 U.S. Hispanic Markets”: Los Angeles, California; New York City, New York; El Paso, Texas; Miami and Tampa, Florida; and Chicago, Illinois (Advertising Age, 2010).

What do they currently think?The targeted customers currently see Kmart as a low-end store with below-average customer service where they can find fair prices for an adequate assortment. However, they have no true brand loyalty to a specific retail store (yet). No other retailer has been successful at appealing to the Hispanic market. Shopping habits depend upon proximity to stores, so they shop the closest retail location to their home or work.



Why should they believe it?Each of the targeted cities holds 10 stores within a 15 mile radius (kmart.com, n.d.). In the past, Kmart has focused on a diverse customer base and holds locations that allow for continued contribution to those cultures. Kmart can relate to their lifestyles.


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Are there any Sacred Cows?Kmart is known for circulars in newspapers-We need to maintain the integrity of their familiar media, but update the visual layout. The Hispanic customer values family, respect, and loyalty (ResearchWikis.com, n.d.). We must indicate Kmart shares these values as well.

What are the specific media needs?Circular ads in Sunday newspapers, one-page magazine advertisements, targeted television advertising during English-speaking network television, and a major internet push featuring kmart.com.

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Emily Martin IMC 615 KmartRadio Advertisements

Kmart “Para Mi Pasatiempo” (For my hobby) :60 Radio

SFX: A HAMMER BANGING NAILS. AFTER THE THIRD NAIL, THE HAMMER BANGS CROOKED-THE LAST BANG IS A DULL

“THWAP”

DAD: (FRUSTRATED): UGH! These tools are as old as you are…we need that Craftsman set in the Kmart

circular.

SON: (UNSURE): Dad, are you SURE you know how to build a tree house? I mean, it’s fun family time, but

wouldn’t it just be easier to BUY a playhouse at Kmart?

DAD: (POMPOUSLY): I know how to build things-it’s these tools. Sure, it would be easier and quicker just to

run up the street and find a play set. But, I enjoy this time -sharing my hobby…don’t you feel the same?

SON: (Sarcastically) Uhhh. Sure, Dad.

DAD: Put it on the Kmart list… we’ll pick up a drill set and the rest of the tools to finish this tree house.

SON: (SHOUTS): MOM!!! Dad needs more Craftsman tools! (QUIETER): If that doesn’t work, we’ll just buy

one.

SFX: THE SOUND OF TOOLS FALLING TO THE GROUND AND HEELS WALKING CLOSER

MOM: (EXASPERATED) More tools?!?

DAD: Kmart, Para (Pa-rah) Mi (me) pasatiempo (pa-sah-tee-

impo).

SFX: QUICK POWER DRILL “ZZHHIRRR”

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Kmart

“Para Mi Moda”(For My Style) :20 internet pop-up

SFX: LOCKER SWINGS OPEN, BANGS METAL

TEEN GIRL: (EXCITEDLY): How ‘bout that military jacket, fashion queen?

SFX: BOOKS BANGING IN LOCKER

FRIEND: I know…love it! Dream Out Loud by Selena(Sa-lee-nah) Gomez (Go-mehz).

TEEN GIRL: Where’d you find it?

FRIEND: (SMUGLY): I shop Kmart and Kmart dot com. …Para mi moda.

SFX: LOCKER SLAMS. GIGGLES.

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Emily Martin IMC 615 KmartCreative Brief (Revised for Radio Ads)


Client: Kmart___ Product:_General Product Assortment__

Why are we advertising?Kmart has acquired a dated, low-end image. We must establish a modern brand identity that directly targets the Hispanic-American consumer in six key geographic locations.







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Are there any Sacred Cows?Kmart is known for circulars in newspapers-We need to maintain the integrity of familiar media and update the visual layout. The Hispanic customer values family, respect, and loyalty. We must indicate Kmart shares these values as well.

What are the specific media needs?Circular ads in Sunday newspapers, one-page magazine advertisements, targeted television advertising, 60 second radio spots and a major internet push featuring kmart.com in 20 second pop-up audio tags.

Television Advertisements

Kmart “Para Mi Familia” (For my family) :30 TV

1. (HOME MOVIE / SLIDE SHOW FORMAT OF FAMILY PICTURES GOING INTO A FAMILY PHOTO ALBUM)

SFX: SANTANA “OYE COMO VA” (INSTRUMENTAL)

2. TITLE (RED ON WHITE): “K”

3. LS SHOT OF TWO YOUNG SONS PLAYING WITH LEGOS,

4. FADE TO A FRAMED PHOTO OF THE TWO PROUDLY STANDING BESIDE A LEGO CASTLE

5. TITLE: (Castle drawn on screen like a boy drew them)“Para Mi” (Veranda) (RED ON WHITE)“…DIVERTIDO” (handwriting of a child)

6. LS SHOT OF DAUGHTER WEARING DREAM BY SELENA GOMEZ CLOTHES WALKING DOWN A HIGH SCHOOL HALL WAY WITH FRIENDS

7. FADE TO A FRAMED PHOTO OF THEM STANDING IN FRONT OF A LOCKER

8. TITLE:(Doodles on screen like a teen girl drew them) “Para Mi” (Veranda) (RED ON WHITE)“… MODA” (flowery handwriting of a teen)

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9. LS SHOT OF FATHER REACHING INTO CRAFTSMAN TOOL BOX, THEN DRILLING INTO A PIECE OF WOOD,

10. FADE TO A FRAMED PHOTO OF HIM LIFTING HIS SON INTO THE TREE HOUSE HE JUST BUILT

ANNCR (VO): Kmart, Para Mi

11. TITLE”(Sketch of a tree house drawn on screen)“PARA MI” (Veranda) (RED ON WHITE)“… PASATIEMPO” (manly handwriting)

12. LS SHOT OF MOTHER MAKING A BED WITH CASA CRISTINA BEDDING SET.

13. FADE TO FRAMED PHOTO OF HER CUDDLING ON THE BED WITH ALL THREE KIDS

14. TITLE:Sketch of floral arrangement drawn on screen“PARA MI” (Veranda) (RED ON WHITE)“… AGRADE” (feminine handwriting)

15. LS SHOT OF FEMININE HANDS CLOSING A LEATHER BOUND FAMILY PHOTO BOOK

16. TITLE (RED ON TOP OF PHOTO BOOK):“Kmart” IMPOSED ABOVE “MI FAMILIA” (INSCRIBED ON THE PHOTO BOOK)

17. TITLE (BLACK ON RED)VISIT WWW.KMART.COM/PARAMI FOR MORE INFORMATION ON THESE AND OTHER QUALITY KMART PRODUCTS AND SERVICES.

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ANNCR (VO): Familia

Kmart “Para Mi Divertido” (For my enjoyment) :15 TV

1. (HOME MOVIE / SLIDE SHOW FORMAT OF CHILDRENS PICTURES GOING INTO A FAMILY PHOTO ALBUM)

2. TITLE (RED ON WHITE): “K”

3. LS SHOT OF TWO YOUNG SONS COLORING WITH CRAYOLA CRAYONS

4. FADE TO A FRAMED PHOTO OF THE TWO STANDING IN FRONT OF A KENMORE REFRIGERATOR

5. LS SHOT OF THE BOYS PLAYING NERF DART TAG

6. FADE TO A FRAMED PHOTO OF THE TWO SNACKING WITH THE DART TAG GEAR STILL ON 7. LS SHOT OF CHILDREN’S HANDS CLOSING A COLORFUL BOUND PHOTO BOOK

8. TITLE (RED ON TOP OF PHOTO BOOK):“Kmart” IMPOSED ABOVE “DIVERTIDO” (INSCRIBED ON THE PHOTO BOOK)

9. TITLE (BLACK ON RED)VISIT WWW.KMART.COM/PARAMI FOR MORE INFORMATION ON THESE AND OTHER QUALITY KMART PRODUCTS AND SERVICES.

SFX: RICHIE VALENS “LA BAMBA” INSTRUMENTAL

ANNCR (VO): Kmart, Para Mi.

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ANNCR (VO): Divertido

31

Emily Martin IMC 615 KmartCreative Brief (Revised for Television Ads)


Client: Kmart___ Product:_General Product Assortment__

Why are we advertising?Kmart has acquired a dated, low-end image. We must establish a modern brand identity that directly targets the Hispanic-American consumer in six key geographic locations.







32


Are there any Sacred Cows?Kmart is known for circulars in newspapers-We need to maintain the integrity of familiar media and update the visual layout. The Hispanic customer values family, respect, and loyalty. We must indicate Kmart shares these values as well.

What are the specific media needs?Circular ads in Sunday newspapers, one-page magazine advertisements, targeted television advertising in 15 and 30 second spots, 60 second radio spots and a major internet push featuring kmart.com in 20 second pop-up audio tags. Throughout the media, a cohesive visual and audio presence will continue. It is based upon a family photo theme where the images are framed in the print ads, the stories from the images are told through the radio spots, and television ads feature stories for each member of the family going into photo albums. An interactive website, and experiential event marketing will promote key brands that will continue to elevate Kmart’s image.

Non-Traditional Executions

Parami.com

Kmart.com will feature a link to parami.com where the family can register as a whole and the

site will become an interactive family activity. Each member will personalize the page and the

site will appeal to each consumer’s interests. As they log-on, the site will pop-up audio clips,

video commercials, tips and information relevant to that particular family member.

Parami.com will feature interactive on-line circulars. Through the user-entered preferences and

interests, the site will tailor a circular to their wants and needs. It will also offer an option to

33

Emily Martin IMC 615 Kmartcheck for availability in local stores. When a customer clicks on an item, the site will suggest

complimentary items or alternatives if the initial item of interest is no longer available. The

feature will alert the customer when their favorites are on promotion. This will be an alternative

to the traditional newspaper circulars for which Kmart is known. With decreased newspaper and

print subscriptions, this will be a more immediate and interactive form of connection with the

customer.

Para Mi pages will be started for each family member where they can individualize sections of

the site with their own interests. This is something each family member can do individually or as

a complete family. For each page, there will be different features such as “Para Mi Casa” where

the customer will be able to pick out products for each room of the house, appliances, interactive

decorating and furniture placement. “Para Mi Ropa” will allow the user to coordinate items and

complete outfits from jewelry, clothing, shoes, and handbags. “Para Mi Divertido” will allow

users to make wish lists for toys, birthday parties, will feature party themes, recipes, and

activities for children to have fun. “Para Mi Pasatiempo” will feature hobby checklists, blue

prints for projects, tools to use, and family plans to complete together.

This site will allow for an interactive experience with the customer. It will create a lasting

relationship where Kmart can cater to the needs of the individual family member while

promoting togetherness and bonding. Parami.com will allow family members to stay updated on

new products, new product uses, sales and promotions while continuing interaction by enforcing

the cost-efficient, convenient, family-friendly image of the campaign.

Experiential (Event) Marketing:

34

Emily Martin IMC 615 KmartThough the experiential marketing efforts, Kmart will enforce the familial presence and speak to

the family members on a personal level through appealing to their personal interests. Customers

will be able to track and register for events through the Parami.com website. Kmart will exploit

the main presence of their most known assets: their available brands. Each event will allow for

an individual interest to be met and fostered through the special interactions. Each of the six

featured cities will host each event at specific times throughout the year.

Casa Cristina Home Events will feature a talk show format where Cristina ___ attends and hosts.

She will discuss home decorating trends, her personal style, and have guests discussing the same.

In each city, attendees will register to win a home make-over where

Cristina will decorate their home at the end of the tour. Each event will feature a question and

answer period, a sample room, and opportunities to interact in kiosks to register for Parami.com

and continue to interaction with Kmart. The event will be relevant to established fans and attract

attention to the brand and to the new line.

The Dream Out Loud tour will feature Selena Gomez and her line of clothing which shares the

same name. She will promote the brand and Kmart through a string of mini-concerts and fan

interactions. Parami.com will promote the events and will offer a registration for a make-over

wardrobe sweepstakes. The events will feature stylist tents, other clothing brands carried by

Kmart, and activities for the target audiences.

The Play Time Lego events will be directed toward the young members of the family. Events

will host Lego displays, play tents, and a Lego contest for the best structure in each city. The

events will also host an inspiration tent where parents can go to collect party and play-time ideas.

35

Emily Martin IMC 615 KmartThey will be able to collect wish lists, shopping lists, recipes, craft directions and other play

ideas.

The Craftsman home improvement tour will promote the use of the tools through offering hands-

on lessons for various projects. Professionals will be on hand to provide instruction and answer

questions about tool use. Lessons will be provided for common household issues, and work-

with-me family activities will be covered. A sweepstakes will be held through parami.com to

sign up for a new tool set and at the end of the six-city tour, a winner will be drawn.

Corporate Retraining and Appearance Initiative:

Kmart will focus on a training program for employees. In conjunction with the Human

Resources department, a new initiative will be set forth to restructure customer service standards.

All aspects of the customer interaction will be expected to adhere to strict service principles in

order to focus on fulfilling the needs of the customer. An initial new-hire training program will

be instated as well as a current employee re-training program to integrate the standards of service

throughout the organization. This will reinforce the image of being customer-friendly and

family-oriented through the highest of interpersonal communications.

In conjunction with the service initiative, an image renovation program will take place to update

the images of the company stores. Initially, a new uniform will be instated, enforcing the use of

company-approved attire, including a consistent appropriate dress-code. This code will include a

company-issued red oxford-cloth shirt and associate purchased black pants and shoes. Next,

Kmart will focus on refreshing stores with a clean, uncluttered merchandise layout and white re-

painted fixtures. As this will be a significant cost to the company, it will need to be done over

36

Emily Martin IMC 615 Kmarttime, primarily focusing on the most unkempt stores and filtering to the newest stores last. The

renovated and re-vamped stores will uphold the modern, clean image Kmart will portray through

the advertising and interactive mediums of the “Para Mi” campaign. A strict brand image visual

standard should be upheld by each store in order to maintain a cohesive image throughout all

company initiatives-this will include all aspects of the aesthetics of stores from uniforms to

fixtures, to signage, and merchandising.

Conclusion:

“Para Mi…” is a highly interactive, personalized integrated marketing communications

campaign. It features opportunities for Kmart to reinvent its brand image as well as reach a

valuable consumer target market, the Hispanic-American female, age 25-40, who is the decision-

maker in every-day family shopping matters. This campaign will establish Kmart’s position as a

family-friendly, convenient company who is invested in its customer. Through the use of print,

radio, television, and non-traditional advertising and communications mediums, Kmart will re-

establish itself as the original discount store presence Sebastian Kresge intended. The “Para

Mi…” campaign is an outlet for Kmart to appeal to minorities in a personal manner while

attending to cultural and personal preferences.

References:

Advertising Age. (2010, July 26). Hispanic fact pack, 2010 edition. A supplement to Advertising Age.

Birchall, J. (2010, May 21). Sears suffers as Gap mends its bottom line. Financial Times, vol. 3, 21.

Burritt, C. (2010, July 8). Martha Stewart’s carpet coup. Bloomberg Businessweek.

Carpenter, Jason M. (2006, July 28). Demographics and patronage motives of supercenter shoppers in the United States. Retrieved September 12, 2010 from

37

Emily Martin IMC 615 Kmarthttp://scholar.google.com.www.libproxy.wvu.edu/scholar?start=30&q=hispanic+s hoppin g,+Kmart&hl=en&as_sdt=200000000000000

Griffith, David A, & Krampf, Robert F. (1997, December). Emerging trends in US retailing. Long Range Planning, 30. Retrieved September 12, 2010 from http://www.sciencedirect.com.www.libproxy.wvu.edu/science?_ob=MImg&_imagekey=

B6V6K3SX2J6M1&_cdi=5817&_user=768492&_pii=S0024630197000708&_origin=se arch&_coverDate=12%2F31%2F1997&_sk=999699993&view=c&wchp=dGLzVtbzSkz S&md5=679a5809ddcd259738e3e86a4bbb5081&ie=/sdarticle.pdf

Kmart.com. (2010). Kmart deals. Retrieved August 29, 2010 from http://www.kmart.com/.

Kmart.com. (n.d.) Store locator. Retrieved September 11, 2010 from http://www.kmart.com/shc/s/StoreLocator

Moore, Kevin & Palumbo, Michael. (2010) The finances of American households in the past three recessions: evidence from the Survey of Consumer Finances. Finance and discussion series: 2010 – 06. Retrieved September 12, 2010 from http://web.ebscohost.com.www.libproxy.wvu.edu/ehost/detail?vid=4&hid=110&sid=a88

d7ddf-278b-4138 95dd1095d7a1135e%40sessionmgr4&bdata=JnNpdGU9ZWhvc3 QtbGl2ZQ%3d%3d#db=ecn&AN=1089028

No Author. (2010, July). America’s top stores: 30,000 readers reveal the best places to shop for practically anything. Consumer Reports, vol. 75, 16.

No Author. (2009, December 13). Hispanics buying more private brands: study. Progressive Grocer. Retrieved September 12, 2010 from http://www.lexisnexis.com.www.libproxy.wvu.edu/hottopics/lnacademic/

No Author. (2010, July 31). Iconix brand group, inc.; iconix brand group announces Bongo will launch exclusively at sears and kmart stores for fall 2010. Marketing Weekly News, 309.

No Author. (2010, July 26-Aug. 2). Sears, Kmart bringing back Xmas Club Cards. Brandweek, 5.

Researchwikis.com. (n.d.). Hispanics marketing research. Retrieved September 11, 2010 from http://www.researchwikis.com/Hispanics_Marketing_Research

Searsholdings.com. (2010) Kmart Corporate History. Retrieved August 29, 2010 from http://www.searsholdings.com/about/kmart/history.htm.

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http://www.searsholdings.com/about/kmart/history.htm

http://www.researchwikis.com/Hispanics_Marketing_Research

http://www.lexisnexis.com.www.libproxy.wvu.edu/hottopics/lnacademic/

http://web.ebscohost.com.www.libproxy.wvu.edu/ehost/detail?vid=4&hid=110&sid=a88%09d7ddf-278b-4138

http://web.ebscohost.com.www.libproxy.wvu.edu/ehost/detail?vid=4&hid=110&sid=a88%09d7ddf-278b-4138

http://www.kmart.com/shc/s/StoreLocator

http://www.kmart.com/

http://www.sciencedirect.com.www.libproxy.wvu.edu/science?_ob=MImg&_imagekey=%09B6V6K3SX2J6M1&_cdi=5817&_user=768492&_pii=S0024630197000708&_origin=se%09arch&_coverDate=12%2F31%2F1997&_sk=999699993&view=c&wchp=dGLzVtbzSkz%09S&md5=679a5809ddcd259738e3e86a4bbb5081&ie=/sdarticle.pdf



http://scholar.google.com.www.libproxy.wvu.edu/scholar?start=30&q=hispanic+s%09hoppin%09g,+Kmart&hl=en&as_sdt=200000000000000

http://scholar.google.com.www.libproxy.wvu.edu/scholar?start=30&q=hispanic+s%09hoppin%09g,+Kmart&hl=en&as_sdt=200000000000000

Emily Martin IMC 615 KmartSoruco, Gonzalo & Moreno, Tony. (n.d.). A new perspective on Hispanics in the US. Hispanic

Marketing & Communication Association. Retrieved September 11, 2010 from http://www.hmca.org/ia003002.htm

39

http://www.hmca.org/ia003002.htm

Emily Martin IMC 615 KmartInspirations:

http://www.hispanicbusiness.com/news/newsbyid.asp?idx=194483&page=2&cat=&more=



http://frontpage.wiu.edu/~mfjtd/hispanic-american_subculture.htm

http://www.brandweek.com/bw/content_display/news-and-features/hispanic- marketing/e3i367bfce562b7ee6214905d688d1f53df

Alvarez, Lizette. (n.d.) It’s the talk of Nueva York: the hybrid called Spanglish. Retrieved September 12, 2010 from http://wolfweb.unr.edu/homepage/calabj/pdf/spanglish.pdf

Carpenter, Jason M. (2006, July 28). Demographics and patronage motives of supercenter shoppers in the United States. Retrieved September 12, 2010 from http://scholar.google.com.www.libproxy.wvu.edu/scholar?start=30&q=hispanic+shoppin

g,+Kmart&hl= en&as_sdt=200000000000000

40

http://scholar.google.com.www.libproxy.wvu.edu/scholar?start=30&q=hispanic+shoppin%09g,+Kmart&hl=%09en&as_sdt=200000000000000

http://scholar.google.com.www.libproxy.wvu.edu/scholar?start=30&q=hispanic+shoppin%09g,+Kmart&hl=%09en&as_sdt=200000000000000

http://wolfweb.unr.edu/homepage/calabj/pdf/spanglish.pdf

http://www.brandweek.com/bw/content_display/news-and-features/hispanic-%09marketing/e3i367bfce562b7ee6214905d688d1f53df

http://www.brandweek.com/bw/content_display/news-and-features/hispanic-%09marketing/e3i367bfce562b7ee6214905d688d1f53df

http://frontpage.wiu.edu/~mfjtd/hispanic-american_subculture.htm



http://www.hispanicbusiness.com/news/newsbyid.asp?idx=194483&page=2&cat=&more

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