Kmart: Overview, History, And Target Audience
KMART
Overview, History, and Target Audience Cleo Z Garcia
IMC 610, West Virginia University
Author Note
Contact Information: czgarcia@mix.wvu.edu
Abstract
Developing an effective integrated marketing communications plan for Kmart requires an understanding of its history; goals, objectives and how it evolved through the years. Researching Kmart’s past can help provide insight to create the media and marketing plan for the future. The plan must be attuned to the needs and wants of their customers - their target audience. Kmart must relearn how to recapture the attention and fulfill the desires of their customer’s; from product quality, affordable pricing, to customer service and the customer experience. The marketing strategy needs to …show more content…
Kmart Retail Discount Store IMC Plan
Week Two Assignment:
Overview, History, and Target Audience
Kmart History – An Overview
“Kmart was the king of the hill.” Those words come from Sam Walton of Walmart fame and fortune, he admired Kmart and was envious of their success. (Schultz, 2012)
Today Kmart is struggling to survive in the discount retail environment it help create over 50 years ago. What transpired in that half century is a remarkable story of success that spiraled downward due to a series of unwise investments and a lack of focus.
In order to regain momentum, Kmart must first understand what happened. This will require a gut wrenching review of the company’s history, an understanding and willingness to accept why things went wrong and a revitalized look at the challenges they face today.
Background
Kmart was founded in 1899 by Sebastian S. Kresge as the S.S. Kresge Company. Kmart filed Chapter 11 in 2002, and was acquired by Sears in 2005.
Below is a chronological history from CNNMoney: (CNNMoney, …show more content…
(Kmart, 2013) Advertising age explains Kmart’s has made a huge move to focus on the Hispanic community by incorporating multicultural marketing strategies, even to go as far as partnering with Univision to host a live game show inside a Kmart. In addition the retailer also launched ad campaigns, in Spanish, featuring actress Sofia Vergara. (Schultz, 2012) The location of many of Kmart stores are located closer to low income Hispanic communities and, according to Schultz’s article, this might evolve into a niche target for Kmart. (Schultz,
Overview, History, and Target Audience Cleo Z Garcia
IMC 610, West Virginia University
Author Note
Contact Information: czgarcia@mix.wvu.edu
Abstract
Developing an effective integrated marketing communications plan for Kmart requires an understanding of its history; goals, objectives and how it evolved through the years. Researching Kmart’s past can help provide insight to create the media and marketing plan for the future. The plan must be attuned to the needs and wants of their customers - their target audience. Kmart must relearn how to recapture the attention and fulfill the desires of their customer’s; from product quality, affordable pricing, to customer service and the customer experience. The marketing strategy needs to …show more content…
Kmart Retail Discount Store IMC Plan
Week Two Assignment:
Overview, History, and Target Audience
Kmart History – An Overview
“Kmart was the king of the hill.” Those words come from Sam Walton of Walmart fame and fortune, he admired Kmart and was envious of their success. (Schultz, 2012)
Today Kmart is struggling to survive in the discount retail environment it help create over 50 years ago. What transpired in that half century is a remarkable story of success that spiraled downward due to a series of unwise investments and a lack of focus.
In order to regain momentum, Kmart must first understand what happened. This will require a gut wrenching review of the company’s history, an understanding and willingness to accept why things went wrong and a revitalized look at the challenges they face today.
Background
Kmart was founded in 1899 by Sebastian S. Kresge as the S.S. Kresge Company. Kmart filed Chapter 11 in 2002, and was acquired by Sears in 2005.
Below is a chronological history from CNNMoney: (CNNMoney, …show more content…
(Kmart, 2013) Advertising age explains Kmart’s has made a huge move to focus on the Hispanic community by incorporating multicultural marketing strategies, even to go as far as partnering with Univision to host a live game show inside a Kmart. In addition the retailer also launched ad campaigns, in Spanish, featuring actress Sofia Vergara. (Schultz, 2012) The location of many of Kmart stores are located closer to low income Hispanic communities and, according to Schultz’s article, this might evolve into a niche target for Kmart. (Schultz,