Fashion Merchandising Promotional Plan

Jaziel A. Salomon , Jorge L. Leyva-Garcia, Katie L. Gill

Executive Summary

Kohl’s focuses on family, value, and convenience

Married woman ages 25 - 50 in middle-income families

Promotion is crucial Loyal customers are important Objectives:

Increase sales by 10% in August “We not only offer the best merchandise at the best prices, but we’re always working to make your shopping experience enjoyable.”

Description of Store Headquartered in Milwaukee, Wisconsin – Founded in

1962 Sells national brands at locally competitive prices. Feature apparel, shoes and accessories from small

electrics to luggage Employ 34,000 employees, with over 450 stores

nationwide. Usually located in suburban areas and average

about 90,000 square feet Online Every year, Kohl’s inserts over a billion circulars into

their customers’ newspapers as a part of their marketing strategy

There are 30 Kohl’s locations Target market is middle-income families

Objectives

Increase sales 10% from August 2011 to the end of the year.

Main events: “Back-to-School” fashion show & Back to School Sweepstakes

New market niche – low-income families

Schedule of Events

6 different ways of advertising FIRST: kohls.com SECOND: Social Network THIRD: Radio Ads FORTH: Billboards FIFTH: In-Store ads SIXTH: WORD OF MOUTH

Promote fashion show, sweepstakes, & sales

Advertising

WHAT: Fashion show WHEN: August 27,2011 at 5pm WHERE: Kohl’s located in the Galleria

Mall outside in parking lot 1300 W Sunset Rd # 1400, Henderson, NV

BACK TO SCHOOL FASHION SHOW

Sweepstakes

Survey Coupons

15% OFF next purchase Prizes

10 Gift Cards Each for $800

Roles

Employees will be trained on customer management Managers/employees are in charge of spreading the

word The managers should be organized with their surveys The employees should make the customer satisfied In the fashion show, parents will sign up their children

to walk on the catwalk Fashion show will be organized by one of the

managers

Projected CostsPromotional Items Price/Item Quantity Total

Circulars $0.18 10000 $1800

Gift Card $800 10 $8000

Fashion Show $7000 1 $7000

Billboard $2000 2 $4000

Display Posters $85 8 $680

Radio Ad $110/week 3 $330

Miscellaneous $4500 N/A $4500

Total - - $26,310

Projected Revenue Quarter Ending Sales 2009 (in millions) Sales 2010 (in millions) Projected Sales 2011 (in

millions)

Projected Sales 2011 with

Promotion

January 31 $336 $431 $486 $535

April 30 $137 $199 $244 $268

July 31 $229 $260 $285 $314

October 31 $193 $194 $196 $216

January 31, 2012 - - $506 $557

Benefits of this Promotional Plan Kohl’s will:

reach target markets increase profits increase brand awareness improve customer service