kohl's big and tall marketing proposal
DESCRIPTION
For a class project we researched and put together a marketing proposal to spread awareness of the Kohl's Big and Tall product line and increase sales. We were chosen as the overall winner and presented in front of Kohl's top executives.TRANSCRIPT
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BIG AND TALL CUSTOMER SEGMENT
Rebekah Rueger | Alex Johnson | Carly Hathaway | Amanda Risius
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AGENDA
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The Big and Tall Customer
http://dansbigtall.com/Big-tall-scale.htm; Big and Tall Men as Apparel Shoppers: Consumer Characteristics and Shopping Behavior, 1991
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Objective
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Survey Background
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Survey 1. What is your age?
45 to 54
35 to 44
25 to 34
18 to 24
0% 10% 20% 30% 40% 50% 60% 70% 80%
What is your age?
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2. What is your gender?
Male
Female
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
What is your gender?
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3. What is your height?
0'0" 6'0" 6'1" 6'2" 6'3" 6'4" 6'5" 6'6" 6'7" 6'8" 6'9" 6'10"6'11" 7'0" 7'1" 7'2"0
2
4
6
8
10
12
What is your height?
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4. Do you shop in the men’s big and tall section?
No
Yes
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Do you shop in the men's big and tall section at clothing stores?
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5. What frustrates you most about shopping in the big and tall section?
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6. Have you ever purchased clothing from the big and tall section at Kohl's department stores?
No
Yes
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Have you ever purchased clothing from the big and tall section at Kohl's de-
partment stores?
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Where They Shop Instead Casual Male Retail Group 12% JCPenney Corp. 11.2% The Men’s Wearhouse 9.2% 67.6% Other Stores
Source: IBISWorld
9.2%11.2
%12.0
%67.6
%
Major Players(Market Share)
The Men’s Wearhouse
JCPenney Corporation Inc.
Casual Male Retail Group Inc.
Other
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7. What is your preferred method of shopping for clothing?
Online
In-Store
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
What is your preferred method of shopping for clothing?
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8. How frequently do you shop for clothing?
Every 2 weeks
Once a month
Every 2-3 months
Every 4-6 months
Once a year Less than once a year
0
2
4
6
8
10
12
14
16
How frequently do you shop for clothing?
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9. Who is the decision maker in your clothing choices?
53 respondents said myself (96%) 2 respondents said wife/girlfriend (4%)
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Survey Conclusion
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How Do Big and Tall Customers Behave Differently?
Big and tall Men as Apparel shoppers: Consumer Characteristics and Shopping Behavior
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Problem: Failing to Meet Big and Tall Needs
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SOLUTIONS
Selection
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Selection Problems
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Sizing
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Sizing Example
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Clothes Shipping
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80/20 Rule
Big and tall Men as Apparel shoppers: Consumer Characteristics and Shopping Behavior
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Selection
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Selection Examples
Kohls.com
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SOLUTIONS
Marketing
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What message will they respond to?
Ad Age, Huffington Post
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Marketing Objectives
Celebrity Endorsement
Direct Mailers
In- store Advertising
Big & Tall App
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Celebrity Endorsement
Retired and notable athletes appeal to the middle aged generation
Reduces negative connotation
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In-Store Advertising
Displays
In-store
Posters
Mannequins
Sizing Charts
Overhead hangings
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In-Store Example
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Targeting Non-Customers
Direct Mailers
According to the CDC, Obesity is higher among
middle age adults, 40-59 years (39.5%)
Sending to this age group will be
more effective
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Seamless Shopping Experience
Accenture
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Integrate shopping into their daily routine
Pew Research Center
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Kohl’s Shopping Mobile App Extension
SHOPSIZING GUIDE CHECKOUT
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Kohl’s Mobile App New FeaturesFilter by price, size, type, and brand for a customized experience
Featured lets users shop bypopular outfits for suggested styling
Build a profile to save favoriteitems and sizes for speedy shopping next time
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Kohl’s Mobile App New Features
Enter sizing measurements for recommended sizing
Suggested brands, sizes, and styles for a customized fit
Check which type(s) of product your sizing
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Kohl’s Mobile App New Features
Click on store map for thelayout to quickly locate itemsin stores
Pre-determined barcode means you can checkout faster thanever in-store by simply scanning it and paying. Options to purchase through the app are also available
Enter zip code to identify nearest store for in-stocksolutions
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More Mobile App Features
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How is Kohl’s app different?
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SOLUTIONS
Location
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What’s wrong with the current location in-store?
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Location Suggestions
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Location Change of Big and Tall
Chen Li, Swanson School of Engineering, Pittsburgh School of Engineering; 2010.
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Location Change of Big and TallCurrent layout example:
Chen Li, Swanson School of Engineering, Pittsburgh School of Engineering; 2010.
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Location Change of Big and TallSuggested layout example:
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Location Change of Big and Tall Rationale
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Where can we test this layout? Suggestion 1: The ten heaviest states in the
U.S.
2013 Gallup-Healthways Well-Being Index
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Suggestion 1: The top ten most obese states in the U.S. Rationale
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Summary
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Problem: Failing to Meet Big and Tall Needs
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Questions?