Strategic Marketing, MKT 501
Module #4 - Case Assignment
Product Promotion: Kmart & Heineken
Product publicity and target marketing is clearly the approach taken by the two companies in this modules reading. Although Heineken and KMart are promoting two completely diametrical types of products they are targeting their promotions to specific markets.
For years, Kmart has struggled to find a niche surrounded by Wal-Marts low prices and Targets cheap chic. Kmarts biggest failure was last years price contend with Wal-Mart which helped land the company in bankruptcy court. Now, in its tender to survive, Kmart is latching on to the one advantage it has over its discount rivals: stores in heavily populated urban areas. That means catering much to multicultural consumers, who already make up nearly 40% of Kmarts sales. With 40% of Kmarts annual sales coming out of the pockets and purses of African-American, Asian, Latino and Native American shoppers, its no wonder that chairman Jim Adamson views multicultural urban markets as a key niche in which the seller can differentiate itself from the competition. No other retailer gets as high a percentage of its sales from multicultural customers, says Adamson, referring to Kmarts main competitors, Wal-Mart and Target.
KMart is currently trying to save as numerous urban market units as possible.
Despite its recent retail bankruptcy filing in January, Kmart has been quietly increasing its efforts to coax a more multicultural customer base for the erstwhile(prenominal) year. By creating a new ethnic merchandising position, hiring an government agency to handle advertising to ethnic communities, and debuting new Slice of spiritedness TV commercials directed by Spike Lee, Kmart recognizes it must disclose understand and meet the needs of a wildly various(a) customer base. Kmart is not alone among retailers trying to serve a nation of consumers that has changed dramatically in...
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