Overview
Brand: Kohl's
Students will now conduct in-depth research and analyze their case study retailer's specific marketing strategy. Research and content should include brand awareness and marketing vehicles to include digital, social, print, signage, loyalty programs, etc. Images of promotions (use screen shots or photos) should be included. Students should consider additional data on marketing trends and personal observations based on our current retail environment. Some of these may be permanent or may be temporary.
In paragraph format, the following content should be researched and provided -
Retailer’s marketing strategy – identify overall key corporate strategies the retailer uses to interact with customers and comment on their effectiveness. Be sure to cover both traditional (TV, print, billboards, etc) and digital (email, text, website), social, print, signage, loyalty programs, etc. Quantifiable support, effectiveness, or customer response/reaction to the strategies should be included.
Promotions and screen shots – identify strategies used in terms of promotional activity, to include brick and mortar (if possible - perhaps there are photo images found online of current graphics being used) and digital. Include screen shots of e-commerce banners/website landing page, social media channels (don’t forget Tik Tok!), influencer marketing, screen shot a commercial, email or text messages, etc. Comment on the similarities/differences between digital and brick and mortar.
Data and Trends – include comments on any recent data provided and/or researched to substantiate your retailer’s marketing practices as well as the best practices of competitors or other applicable industry marketing strategies. Provide information where significant changes have taken place based on the current environment impacted by how consumers are shopping, i.e. BOPIS.
The written content should be presented in essay paragraph format. Make sure to in-text cite any images (screen shots, photos, etc) used to identify promotional strategies. These images will be included in the final project pitch deck as part of the final case study.