Kohl's Big and Tall Marketing Proposal
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BIG AND TALL CUSTOMER SEGMENT Rebekah Rueger | Alex Johnson | Carly Hathaway | Amanda Risius
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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 of Kohl's Big and Tall Marketing Proposal
BIG AND TALL CUSTOMER SEGMENT
Rebekah Rueger | Alex Johnson | Carly Hathaway | Amanda Risius
AGENDA
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
Objective
Survey Background
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?
2. What is your gender?
Male
Female
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
What is your gender?
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?
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?
5. What frustrates you most about shopping in the big and tall section?
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?
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
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?
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?
9. Who is the decision maker in your clothing choices?
53 respondents said myself (96%) 2 respondents said wife/girlfriend (4%)
Survey Conclusion
How Do Big and Tall Customers Behave Differently?
Big and tall Men as Apparel shoppers: Consumer Characteristics and Shopping Behavior
Windows User
Needs citation - Not sure where we found this...
Problem: Failing to Meet Big and Tall Needs
SOLUTIONS
Selection
Selection Problems
Sizing
Sizing Example
Clothes Shipping
80/20 Rule
Big and tall Men as Apparel shoppers: Consumer Characteristics and Shopping Behavior
Selection
Bekah
Do we have the source where we found this issue with stigma?
Selection Examples
Kohls.com
SOLUTIONS
Marketing
What message will they respond to?
Ad Age, Huffington Post
Marketing Objectives
Celebrity Endorsement
Direct Mailers
In- store Advertising
Big & Tall App
Celebrity Endorsement
Retired and notable athletes appeal to the middle aged generation
Reduces negative connotation
In-Store Advertising
Displays
In-store
Posters
Mannequins
Sizing Charts
Overhead hangings
In-Store Example
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
Seamless Shopping Experience
Accenture
Integrate shopping into their daily routine
Pew Research Center
Kohl’s Shopping Mobile App Extension
SHOPSIZING GUIDE CHECKOUT
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
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
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
More Mobile App Features
How is Kohl’s app different?
SOLUTIONS
Location
What’s wrong with the current location in-store?
Location Suggestions
Location Change of Big and Tall
Chen Li, Swanson School of Engineering, Pittsburgh School of Engineering; 2010.
Location Change of Big and TallCurrent layout example:
Chen Li, Swanson School of Engineering, Pittsburgh School of Engineering; 2010.
Location Change of Big and TallSuggested layout example:
Location Change of Big and Tall Rationale
Where can we test this layout? Suggestion 1: The ten heaviest states in the
U.S.
2013 Gallup-Healthways Well-Being Index
Suggestion 1: The top ten most obese states in the U.S. Rationale
Summary
Problem: Failing to Meet Big and Tall Needs
Questions?
