fashion merchandising promotional plan

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Jaziel A. Salomon, Jorge L. Leyva -Garcia, Katie L. Gill. Fashion Merchandising Promotional Plan. Executive Summary. Kohl’s focuses on family, value, and convenience Married woman ages 25 - 50 in middle-income families Promotion is crucial Loyal customers are important Objectives: - PowerPoint PPT Presentation


Fashion Merchandising Promotion Plan

Fashion Merchandising Promotional PlanJaziel A. Salomon, Jorge L. Leyva-Garcia, Katie L. Gill

JORGE1Executive SummaryKohls focuses on family, value, and convenienceMarried woman ages 25 - 50 in middle-income familiesPromotion is crucialLoyal customers are importantObjectives: Increase sales by 10% in August We not only offer the best merchandise at the best prices, but were always working to make your shopping experience enjoyable.JORGE2Description of StoreHeadquartered in Milwaukee, Wisconsin Founded in 1962Sells national brands at locally competitive prices.Feature apparel, shoes and accessories from small electrics to luggageEmploy 34,000 employees, with over 450 stores nationwide.Usually located in suburban areas and average about 90,000 square feet OnlineEvery year, Kohls inserts over a billion circulars into their customers newspapers as a part of their marketing strategyThere are 30 Kohls locationsTarget market is middle-income familiesKATIE3ObjectivesIncrease sales 10% from August 2011 to the end of the year. Main events: Back-to-School fashion show & Back to School SweepstakesNew market niche low-income familiesKATIE4Schedule of Events

JORGE56 different ways of advertisingFIRST: kohls.comSECOND: Social NetworkTHIRD: Radio AdsFORTH: BillboardsFIFTH: In-Store adsSIXTH: WORD OF MOUTHPromote fashion show, sweepstakes, & salesAdvertising

KATIE6WHAT: Fashion showWHEN: August 27,2011 at 5pmWHERE: Kohls located in the Galleria Mall outside in parking lot1300 W Sunset Rd # 1400, Henderson, NVBACK TO SCHOOL FASHION SHOW

KATIE7SweepstakesSurveyCoupons15% OFF next purchasePrizes10 Gift Cards Each for $800

JORGE8RolesEmployees will be trained on customer managementManagers/employees are in charge of spreading the wordThe managers should be organized with their surveysThe employees should make the customer satisfiedIn the fashion show, parents will sign up their children to walk on the catwalkFashion show will be organized by one of the managersJAZIEL9Projected CostsPromotional ItemsPrice/ItemQuantityTotalCirculars$0.1810000$1800Gift Card$80010$8000Fashion Show$70001$7000Billboard$20002$4000Display Posters$858$680Radio Ad$110/week3$330Miscellaneous$4500N/A$4500Total--$26,310JAZIEL10Projected Revenue Quarter EndingSales 2009 (in millions)Sales 2010 (in millions)Projected Sales 2011 (in millions)Projected Sales 2011 with PromotionJanuary 31$336$431$486$535April 30$137$199$244$268July 31$229$260$285$314October 31$193$194$196$216January 31, 2012--$506$557JAZIEL

11Benefits of this Promotional PlanKohls will:reach target marketsincrease profits increase brand awarenessimprove customer service