Final Project-Group 8
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Transcript of Final Project-Group 8
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ROSS
BY: Ashley CHang, Gary Hua,
Elizabeth Nemeth
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what is ross?
-Started in 1950 in Pacifica, CA-Morris “Morrie” Ross
-Off price retailer in 1982-Started dd’s Discounts in 2004
Background
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$11 billion fiscal revenue in 2014
87%equally Mixed Merchandise
1,242locations in 33 states
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“Since 1982, our focus has been on bringing our customers a constant stream of high quality
department and specialty store brands at extraordinary savings aka bargains, while providing
an easy, fun and organized shopping experience.
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Strengths
▸ Many locations
▸ Large variety of clothes and brands
▸ 20%-60% off department store prices
▸ internships and training program for college graduates
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Weaknesses
▸ Disorganized stores and website
▸ Little differentiation from competitors
▸ Little control of inventory
▸ Low brand loyalty
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Opportunities
▸ Current trend of bargain hunting
▸ America has a lot of holidays/ reasons to do events
▸ Social media: Youtube, Twitter, Tumblr, Blogs
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Threats
▸ Off price retail competition from Marshalls and TJ Maxx
▸ Price competition from Wal-Mart
▸ May receive out of season inventory
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The 4 P’s
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The 4 P’s
Product
Name brands for the whole family
and home
Place
Suburban centers
Middle income neighborhood
Promotion
TV commercialsInstagramFacebook
Price
20-60% off department
prices
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Competition
Marshalls
▸ Family oriented
▸ The CUBE- boutique for juniors
TJ Maxx
▸ Fine jewelry and accessories
▸ The Runway- European, contemporary & couture boutique
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A New and
Improved Ross
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Inspiration!
▸ Artfully displayed, not overbearing or underwhelming
▸ Exploring comfortably and easily
▸ Do not have to compromise budget, can buy other things
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By offering a variety of chic merchandise at
affordable prices, we empower our
customers to invent their own unique style.
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Before
75-80% femaleWide range of household incomes
Target audience
after
Women and MenAges 15-30Budget customer
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Psychographics
iPhone On FleekEmojis
EDM Selfie Stick. App
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Re-Designed Logo
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Layout
▸ Modern and sleeker
▸ Organized and clean
▸ Brand storytelling through artistic visual displays
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Social Media
TwitterTumblr
Pandora Spotify
FacebookInstagram
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Youtube Stars
Raise brand awareness
Dress like their favorite YouTubers
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Product placement
Raise brand awareness
Perceive brand favorably with good movie experience
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Marketing Traditional Channels
TelevisionRadioMagazines
▸ Display possible styles
▸ Emphasize affordability
▸ Project image of youth, energy, and creativity
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Television
Popular programming among target market
High reach and retention
Shows are engaging, imaginative, and fun
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Radio
Attains high frequency from daily commute
Able to promote local locations
Succeeds well in reaching target market
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Magazines
Not ephemeral
Relates to Ross’s products
Attracts audience with other content
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International opportunities
our office
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5,000!Our new goal for locations
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Thank you!