Kohl's Marketing Strategy
Unit 1 Assignment
Germaine Bridges
Kaplan University
As stated by Shrimp (2010), “targeting allows marketing communicators to deliver their messages precisely and prevent wasted coverage on people falling outside the targeted market” (p. 98). Kohl’s is one of my favorite retailers. Their positioning statement is to be the leading family focused, value oriented, and specialty department store offering quality exclusive and national brand merchandise to the customer in an environment that is convenient, friendly and exciting (Kohl 's Factbook, 2011). Kohl’s target market is a two-income family with kids at home that don 't have a lot of time, and they are looking for value. Kohl’s is center in a mix market niche, …show more content…
One of the truest clichés heard around the world is that “actions speak louder than words.” Kohl’s encourage their customers to visit their website, which offers merchandise and saving available in store, plus tens of thousands of online exclusives. When a customer visit Kohl’s.com they will find brand new offers throughout the holiday season, and convenient new navigation features showcasing, What’s New, Best Sellers, and Customers ' Top Rated, this help customers plan and purchase holiday gifts easily (Kohl 's Factbook, 2011). At Kohls.com, customers will enjoy Kohl 's seasonal promotions found in store, including the option to redeem Kohl 's Cash online. They will also receive additional value through online exclusive discounts and promotions on popular shopping days in November and December and compelling free shipping offers with a minimum purchase every day throughout the holiday season (Kohl 's Factbook, …show more content…
As a result, everyone is concerned that the consumer will fall down a cliff, and the retail market has been under a lot of pressure. . According to Paul Swinand an equity analyst, Kohl’s narrow economic moat stems from its low-cost structure and merchandising efficiency (Swinand, 2015). Kohl’s products is a selection of private, exclusive, and national brands, which are not offered anywhere else. In addition, national brands that have minimum price requirements from vendors can be used toward Kohl 's loyalty and cash-back programs. Kohl 's has newer store base with more stores in strip centers, which can lower costs and increase flexibility (Swinand, 2015). Kohl’s store format has centralized checkout area, which allows more efficient staffing levels than mall-based peers. Additionally, Kohl 's has a centralized buying, advertising, and distribution model while using buying agents overseas, that results in a very cost-efficient operation (Swinand, 2015). Kohl’s is a company that has the ability to maintain competitive advantages. Providing a wider selection of national brands than competitors such as Target, Kohl’s has an outstanding prices and more convenient off-mall locations than some
Germaine Bridges
Kaplan University
As stated by Shrimp (2010), “targeting allows marketing communicators to deliver their messages precisely and prevent wasted coverage on people falling outside the targeted market” (p. 98). Kohl’s is one of my favorite retailers. Their positioning statement is to be the leading family focused, value oriented, and specialty department store offering quality exclusive and national brand merchandise to the customer in an environment that is convenient, friendly and exciting (Kohl 's Factbook, 2011). Kohl’s target market is a two-income family with kids at home that don 't have a lot of time, and they are looking for value. Kohl’s is center in a mix market niche, …show more content…
One of the truest clichés heard around the world is that “actions speak louder than words.” Kohl’s encourage their customers to visit their website, which offers merchandise and saving available in store, plus tens of thousands of online exclusives. When a customer visit Kohl’s.com they will find brand new offers throughout the holiday season, and convenient new navigation features showcasing, What’s New, Best Sellers, and Customers ' Top Rated, this help customers plan and purchase holiday gifts easily (Kohl 's Factbook, 2011). At Kohls.com, customers will enjoy Kohl 's seasonal promotions found in store, including the option to redeem Kohl 's Cash online. They will also receive additional value through online exclusive discounts and promotions on popular shopping days in November and December and compelling free shipping offers with a minimum purchase every day throughout the holiday season (Kohl 's Factbook, …show more content…
As a result, everyone is concerned that the consumer will fall down a cliff, and the retail market has been under a lot of pressure. . According to Paul Swinand an equity analyst, Kohl’s narrow economic moat stems from its low-cost structure and merchandising efficiency (Swinand, 2015). Kohl’s products is a selection of private, exclusive, and national brands, which are not offered anywhere else. In addition, national brands that have minimum price requirements from vendors can be used toward Kohl 's loyalty and cash-back programs. Kohl 's has newer store base with more stores in strip centers, which can lower costs and increase flexibility (Swinand, 2015). Kohl’s store format has centralized checkout area, which allows more efficient staffing levels than mall-based peers. Additionally, Kohl 's has a centralized buying, advertising, and distribution model while using buying agents overseas, that results in a very cost-efficient operation (Swinand, 2015). Kohl’s is a company that has the ability to maintain competitive advantages. Providing a wider selection of national brands than competitors such as Target, Kohl’s has an outstanding prices and more convenient off-mall locations than some