2018 Sears IMC Plan

2 0 1 8 I MC P L A N t Y N E S H AS P E I G H T S|d E ’ J U A NF E A G A N P r o f e s s o rk i mb e r l yk i n g T h eu n i v e r s i t yo f we s ta l a b a ma MK 4 3 0 : a d v e r t i s i n ga n dp r o mo t i o n n o v e mb e r0 6 , 2 0 1 8

T A B L EO F C O N T E N T S Execut i veSummar y|Pg.3 CompanyBac k gr ound|Pg.5 Si t uat i onAnal ys i s|Pg.6 Tar getAudi ence|Pg.8 Posi t i oni ngSt r at egy |Pg.8 Mes s ageSt r at egy |Pg.9 Medi aSt r at egy|Pg.10 Tac t i cs|Pg.11 Measur ement ,Rev i ew,Cont r ol|Pg.13 Budget|Pg.14 Sour c es|Pg.15

E X E C U T I V ES U MMA R Y Br and:Sear s Ti meFr ame:December2018t hr oughJune2019 Budget :$30, 000, 000 Mar ket i ngObj ect i ve:I ti sourmi ssi ont oi ncr easesal esbyatl east50% wi t hi n t henext15mont hs,bui l dbr andawar enesst ocust omer sbasedonpur chasesi nt hef i r stt womont hsofr ebr andi ngt hecompany.Weal somakei ti tour mot i vet ol aunchnewpr oduct sorser vi cessot hatwear eupt odat eont r nds andwi t hourcompet i t or s,t ar getnewcust omer swi t hr ewar dsandcoupouns f ort hosewhoj oi nourr ebr andedr ewar dspr ogr am.Last l y,i ti si mpor t antt ous t hatwehaveaconnect i onwi t hcust omer sr at heri ti st hr oughourwebsi t e, soci almedi a,and/ orst or et ost or ei nt er act i on.

Adver t i si ngObj ect i ves:Adver t i si ngwi l li ncr easeawar enesst oourt ar getaudi encet hatwhat everi sneededf ort hehousehol d,Sear shasi t .Wepl ant o makeourwebsi t et r ackcooki es,t her ef or ei facust omeri sr esear chi ngt he samepr oduct ( s)onmul t i pl ewebsi t eweadver t i set ot hem ont hei rweband soci almedi at opr ovi deal owerpr i cet hr oughdi scount s.

Tar getAudi ence:Thet ar getaudi encef ort hi smar ket i ngpl ani sadul t saged 2560.Sear s’t ar getmar keti ncl udesmi ddl ecl asswomen,homeowner s,and youngadul t svent ur i ngoutont hei rown( Sear sTar getMar ket ,n. d. ) .

E X E C U T I V ES U MMA R Y( C o n t i n u e d ) Medi aObj ect i ve:Thi smar ket i ngpl anwi l lf ocusonadver t i si ngonanat i onal l evelwhi chwi l lhel pwi t hsal esandt hei ncr easei ncust omer s.Wewi l lt el evi secommer i ci al sf ororseasonalpr omot i onst hatwi l lai rdur i ngpr i met i me.

Never t hel es,oursoci almedi awi l lbet hef aceofourcompany.Wewi l lcr eat e onevi deopermont ht ot el lst or i esaboutt hei mpactofourcompanyandi ncr easesoci almedi ai nt er act i onbyatl east35%.

Spendi ngSt r at egy:Thedi f f er entadver t i si ngpr omot i onswi l lr unf r om t hebegi nni ngofDecemberunt i lt heendJanuar y,mi dFebr uar yt hr ought hebegi nni ngofMay,endofMar cht hr oughJune,andMayt hr oughJune.

Medi aMi x:Usi ngt hesetbudgett hi smedi apl anwi l lbef ocusi ngonanat i onal t el evi si oncommer ci alandsoci almedi apost .Wi t ht hegi venbudget ,mostof t hemoneywi l lgot owar dst henat i onalpr i met i mecommer ci al .

C O MP A N YB A C K G R O U N D I n1886Ri char dW.Sear sf oundedt heR. W.Sear sWat chCompanyi n Mi nneapol i s,Mi nnesot a,t osel lwat chesbymai lor der .Her el ocat edhi sbusi nesst oChi cagoi n1887,hi r edAl vahC.Roebuckt or epai rwat ches,andest abl i shedamai l or derbusi nessf orwat chesandj ewel r y.Thecompany’ sf i r st cat al ogwasof f er edt hesameyear .I n1889Sear ssol dhi sbusi ness;af ew year sl at erhef ounded,wi t hRoebuck,whatweknowasSear s,Roebuckand Company.Thecompanygr ewbysel l i ngawi der angeofmer chandi seatl ow pr i cest of ar msandvi l l agest hathadnoot herconveni entaccesst or et ai lout l et s.Thei ni t i at i onoff r eer ur aldel i ver yandofpar celpostbyt heU. S.Post al Ser vi ceenabl edSear st osendi t smer chandi set oevent hemosti sol at ed cust omer s.

Thecompanypr esi dentnot edt hatt heaut omobi l ewasmaki ngr et ai lout l et si nur bancent er smor eaccessi bl et oconsumer si nout l yi ngsubur bsand r ur alar eas.Toexpl oi tt hi soppor t uni t y,heopenedt hef i r stSear sr et ai lst or e i nChi cagoi n1925,andt henumberofst or esi ncr easedr api dl yf r om t her e.I t di scont i nuedi t sgener alcat al ogi n1993andi n1995spunof fi t sl ar gestsubsi di ar y,t heAl l st at eCor por at i on,ani nsur ancecompanyf oundedbySear si n 1931.I naddi t i ont osel l i nghousehol dgoods,har dwar e,andcl ot hi ng,Sear s pr ovi desr epai rser vi cesf oraut omobi l esandf orhousehol di t emssuchasappl i ances,el ect r oni cequi pment ,andhomeheat i ngandcool i ngsyst ems.

Sear smer gedwi t hKmar ti n2005.

I nt hef i r stquar t erof2017,Sear ssuf f er edanetl ossof$17.

8mi l l i on-f i ve t i mest heamounti tl osti nt hesameper i odi n2016.I naddi t i on,compet i t i ve st or esal esdecr eased7.

3%,andi t sst ockpr i cehasst eadi l ydecl i ned,l osi ng mor et hanhal fi t sval uei nt hepast12mont hs.Busi nessI nsi der ,ci t i ngi nt er vi ewswi t hhal f adozenunnamedempl oyeesatt hest or es,r epor t st hatmai nt enancepr obl emsataSear sst or ei nLoui si anar esul t edi nar ati nf est at i on, aswel lasl eakycei l i ng.Sear sHol di ngshasbeenst r uggl i ngwi t hr evenuef or year s,l oosi ngover$10bi l l i onsi nce2010,despi t ecl osi nghundr edsofst or es.

s i t u a t i o na n a l y s i s STRENGTHS -Wear est i l lt het hi r dl ar gestmer chandi ser et ai l ercompanyi nt heUSaf t er Wal Mar tandTar get .( “ Si gFi g-TheEasi estWayt oManage&I mpr oveYour I nvest ment s, "2006) .

-Wewer enamedasoneoft heBestPl acest oWor kf orLGBTEqual i t yaccor di ngt ot heHumanRi ght sCampai gn -Overt i meSear shaspar t ner edwi t hcompani essuchasKenmor e,Di ehar d, andCr af t sman.

WEAKNESS -Si nce2015wehavegonedowni nr evenue.Eachyeart her ei sast eadydecl i nei nst or esal es.

-Weasacompanyar eof f er i ngbr andst hatt hecust omer snol ongercar et o own.

OPPORTUNI TI ES -Al t hough,ourpar t ner shi pwi t hot hercompani esar egr eat ,buti ti st i met o par t nerwi t hgr eatcl ot hi ngcompani est hatcat ert oourt ar getaudi ence.

-Resear ch -Ourwebsi t ehaswhati tshoul dof f er ,butwecoul daddsoci almedi af eat ur es andbet t err ewar dsyst em f oronl i neshopper s.

THREATS -Wedonotof f erourownl i neofpr oduct s.Youwal ki nt oWal mar tyouseet he br andequat e,buti fyouwal ki nSear ’ syouseeot hercompani espr oduct s.

-Thepr oduct sweof f ert oourcust omer sr et ai l er ssuchasWal mar t ,Tar get , Sam’ scl ub,andCost coof f ercompet i t i vepr oduct satl owerpr i ces.I ti snow ourpr i or i t yt odoadequat er esear cht ohavet hesamepr i cesorapr i ce mat chi ngsyst em t hatbeat sal l .

s i t u a t i o na n a l y s i s( c o n t i n u e d ) Wecompet ewi t havar i et yofr et ai l er s,i ncl udi ngot herdepar t mentst or es, onl i ner et ai l er s,andhomei mpr ovementst or es.Bel k,Amazon,andHome Depotar esomeoft henat i onalr et ai l er sandbusi nesseswi t hwhi chwecompet e.

Appl i ancesar eoneoft hef ewi t emst hatr eal l yshoul dnotbebought wi t houtseei ngt hem f i r st .Tot estt heseappl i ancesbef or epur chasi ng,one woul dneedt ogot oSear sorHomeDepot .HomeDepoti st hewor l d’ sl ar gesthomei mpr ovementchai nandconsi der edoneofSear ’ st opcompet i t or s.

HomeDepotst or escat ert odoi t your sel f er s,aswel lashomei mpr ovement , const r uct i onandbui l di ngmai nt enancepr of essi onal s.I n2016,t hei rsal es gr ewf r om $6.

1bi l l i ont o$94.

6bi l l i on.Thi swasani ncr easeof6.

9per cent f r om 2015,wi t hcompar abl est or esal esup5.

6per centf ort hecompanyand 6.

2per centi nt heU. S.I n2016,t heyal sor ecor dednetear ni ngsof$8bi l l i on, whi chwast hehi ghesti ncompanyhi st or y.

Ther et ai li ndust r yi shi ghl ycompet i t i ve.Compet i t i onmayi nt ensi f yas compet i t or sent eral l i anceswi t hot hercompani es.Weal soexper i encesi gni f i cantcompet i t i onf r om ourcompet i t or swi t hpr omot i onalact i vi t i es,andt hey maybeabl et odevot egr eat err esour cest opr omot i ng,sour ci ng,andsel l i ng t hei rpr oduct s.Oursuccessdependsonourabi l i t yt odi f f er ent i at eour sel ves f r om ourcompet i t or sbyof f er i ngser vi cesuni quet oourcompany.

t a r g e ta u d i e n c e Sear s’t ar getmar keti ncl udesmi ddl ecl asswomen,homeowner s,and youngadul t svent ur i ngoutont hei rown( Sear sTar getMar ket ,n. d. ) .The Sear sshopperi st ypi call ady,bet weent heage25and60,andmakesar ound $45, 000ayear .Thei rt ar getmar kett hr i vesonaf f or dabl eshoppi ngandl oves get t i ngmaj or i t yofherneedsi nonespot .

Thet ar getmar ket ershopsi nst or eandonl i ne.Mostoft heshopper st hat weser vear eonast r i ctbudgetandr anksi nt hel oweri ncomel evelofmi ddl e soci alcl ass.TheSear sshopperi sconcer nedaboutt hel at estt r endsatal ow pr i ce.Thet ar getmar keti ssi mpl yl ooki ngf orcommoni t emswi t hexcessi ve deal s.

P o s i t i o n i n gS t r a t e g y Sear spr ovi desmi ddl ecl asswomen,homeowner s,andyoungadul t svent ur i ngoutont hei rown( Sear sTar getMar ket ,n. d. )wi t hcheaperpr i ceson t r endycl ot hes,homei mpr ovementi t ems,andhousehol dappl i ancest hanany ot herr et ai landdepar t mentst or e.Wear eher et opr ovi deourcust omer swi t h adi f f er entvi bel i kenoot herasweadoptournewsl ogan" anewsceneanew ef f ect " .Thi sgi vesourcust omeranewl ookatSear sandhowwear eher et o maket hei rl i vesi nnovat i ng,costef f ect i ve,andsel f r egul at i ng.

Me s s a g eS t r a t e g y Tocat ert oourt ar getmar ketwepr oposet of ocusonani nnovat i ng,cost ef f ect i ve,andsel f r egul at i ngst or ef r ont .Wi t hournewobj ect i ves,wepl ant o showourcust omer st hatweof f eral lpr oduct si nst or eandonl i nesot hatno mat t ert hei rl ocat i onwear eal wayscl oset ot hem.Bei ngast or ef r ontwi t h webpr esenceandphysi calpr esenceweadver t i set hatnomat t erwhatwe ar eher et osat i sf yt hei rneedsandwant s.Thi swi l lgi veourcust omer saway t oseeusi nanewl i ght .

Me d i aS t r a t e g y HappySpouse,HappyHouse-Thi spr omot i onwi l lai rvi at el evi si oncommer ci aldur i ngt hehour soft r adi t i onalpr i met i met el evi si on.Never t hel ess,dur i ng t heseasonoft hi spr omot i on,i t emswi l lbef ul l yheadl i nedonourwebsi t eand soci almedi aaccount s.Themai nsoci almedi apl at f or msf ort hi spr omot i on woul dbePi nt er estandI nst agr am.OurFacebookwoul dal sohaveheavy cont entr el at i ngt ot hi spr omot i on,butnotasheavyast heot hert wo.

I nt er vi ewReady-Thi spr omot i onwi l lai rvi asoci almedi aduet ot hewi devar i et yofsoci almedi at hi sagegr ouphas.Themai nmedi apl at f or m wi l lbe Snapchatandsecondl yI nst agr am.Reasonbei ngt hatwear eusi ngt het wo pl at f or msst at edi sbecausewear epr i mar i l yt ar get i ngt ocol l egegr adsi n whi cht heyheavi l yuset hepl at f or msabovebef or et ar get i ngt oanyt ypi cal adul tl ooki ngf oraj ob.

Let ’ sSpr i ngFor war d-Thi spr omot i onwi l lai rvi asoci almedi amai nl ybei nga Facebookpr omot i on.Let ’ sSpr i ngFor war di sapr omot i ont ar get i ngourol der cust omer swhoar el ooki ngf oraf r eshst ar tandsomet hi ngnew.Theki dsar e gone,andpar ent sar ehomescr ol l i ngdownt hei rFacebookt i mel i nenonst op orpl ayi ngt hei rFacebookgameswhi chgi vesust heper f ectoppor t uni t yt o t hr owhomei mpr ovementadsont hei rt i mel i nes.

T a c t i c s HappySpouse,HappyHouse– Hasht ags:Wewi l luseahasht agt opr omot eourcampai gnandgi veaway.

Thehasht agt hati sconsi der edt ogowi t ht hi si s#Sear sMakesUsHappy.

Whenwepushoutanyt hi ngonsoci almedi at hi shasht agmustbeat t ached sot hatt hecoupl esf ol l owi ngcaneasi l yaccesspostr el at i vet ot hecampai gn.

Gi veaways:Wewi l lgi veawayappl i ancest ot hr eel ovel ycoupl es.Thi scoupl e coul dbeanewl ywedcoupl eoracoupl et hathasbeenmar r i edf orvar i es year s.Toent ert hegi veawayt hepar t i ci pant sar er equi r edt owr i t et hei rl ove st or yonFacebook,t agus,anduset hehasht agabovet obeconsi der ed.

I nt er vi ewReady – Gi veaways:Wewi l lgi veawayonei nt er vi ewout f i tcompl et ewi t hshoesand j ewel r yt of i ver ecentgr aduat es.Toent ert hegi veawayt hepar t i ci pant sar e r equi r edt owr i t eonFacebookunderapar t i cul arpostt hei rf avor i t ecol l ege memor y.Al ongwi t ht hat ,par t i ci pant sar er equi r edt of ol l owourI nst agr am.

Coupons:Dur i ngt het i meoft hi spr omot i onwewi l lsendoutdi gi t alcoupons andcouponsvi aemai l .Thedi scount swi l lbef orvar i ouscompani est hatof f er dr essycasualanddr essyf or malappeal .

Li veVi deos:Wewi l lgol i veonI nst agr am onceaweekt opostdi f f er entout f i t mashups.Thi swi l lbemodelbyast udentt hatwer andoml ysel ectaswego onaUSAcol l eger oadt r i p.Aspeci alt eam wi l lt r avelt hewor l dst yl i ngst udent sandget t i ngt hem dr essf orsuccess.

t a c t i c s( C o n t i n u e d ) St udentDi scount&OneYearAl umniDi scount s:Ever yt r i pacol l egest udent orr ecentgr aduat ecomesi nourst or e,benef i t st hem.Theyhavet heoppor t uni t yt ocomei nandsave20% onal li t emsi nst or eandonl i ne.Thi sdi scount notonl yhel pswi t hnewcl ot hes,butal sogi vest hem di scount sonappl i ances, aut omot i ve,orevensomet hi ngsi mpl ysuchaspaj amas.

Let ’ sSpr i ngFor war d– DI YVi deos:Eachweekwewi l lpostadoi tyour sel fvi deoonFacebook.The vi deoscoul dr el at et ot opi cssuchasr ebui l di ngabenchorevencr eat i nga bi r dhouse.Twovi deoswi l lbepost edeachweek.

Di scount s:Dur i ngt het i meoft hi spr omot i onwewi l lsendoutcouponsand couponsvi aemai l .Thedi scount swi l lbef orvar i ouscompani est hatof f er dr essycasualanddr essyf or malappeal .

Me a s u r e me n t , R e v i e w, a n dC o n t r o l Measur ement– Whenl ooki ngbackatt hepr omot i onwer an,i ti si mpor t antt hatwemeasur eoursuccessandmeasur eourf ai l ur es.I nor dert omeasur esuccess,we asacompanymadesur eweconst r uct edgoal st of ol l owwhi l er ebr andi ng.

Never t hel ess,i ti sr el at i vel yeasyt osetagoalt ogai nmor ef ol l ower sandi ncr easeourpostl i kes,butatSear st hati snotourpr i mar ygoal .Thegoali st o getourt ar getaudi encet or eal i zet hatwear eher et ochanget hei ni t i alvi beof Sear si nt oapl acet hati sont her i set omakeaposi t i vecomeback.Wewi l l measur ei nt hef i r stt hr eemont hst hei nt er act i oni nst or e.Howmanycust omer shavecomebackt or egai nourt r ust ,howmanynewcust omer shavebeen r epor t ed,r ewar dsi gnupwi l ldet er mi net hosemeasur esofsuccess.

Revi ewWewi l lr evi ewournewt act i csbef or eever ynewpr omot i on,mi dpr omot i on,andatt heendofeachpr omot i on.Wewi l lgobackandl ookhowengagedourcust omer swer ewi t ht hedi f f er entsoci almedi apl at f or ms.Wewi l l al sol ookathowmanyr ewar dsandcouponswer er edeemed.Never t hel ess, ourgi veawaysar esi mpl et opar t i ci pat ei n;t her ef or ewewi l lr evi ewhowmany peopl econsi derpar t i ci pat i ngandhowmanyact ual l ypar t i ci pat ed.

Cont r ol– Al lcompani esdonotr unsmoot hl yasi tmayseem t oappearandweknow di r ect l yt her ear edownf al l st ohavi ngabusi ness.Whi l er ebr andi ngSear s,we mayhavel oyalcust omer st hatf eelasi ft heol dwayi sf i ne.Wemayeven havecust omer st hator i gi nal l ygoal ongwi t ht her ebr andi ngpr oj ect ,butevent ual l ybackawaybecauseofsi mpl emi st akemadebyus.Togai nt hesuppor t oft hi sver yf ewcust omer si ti sourpl ant oof f ert hem ast or edi scountor ei t herf r eepr omot i onali t ems.

B u d g e t

s o u r c e s Deber dt ,D.( 2018) .Mar ket i ngPl an-BUS100ml emper l e.[ onl i ne] . . . . .

Si t es. googl e. com.Avai l abl eat : . . . . . ht t ps: / / si t es. googl e. com/ a/ emai l . vccs. edu/ bus100ml emper l e/ home/ mar ket i . . . . . ngpl an[ Accessed. . . . .

9Nov.2018] .

Mar ket wat ch. com.( 2018) .St ockTi ckerSymbolLookup-Mar ket Wat ch. . . . . . [ onl i ne]Avai l abl eat : . . . . . ht t ps: / / www. mar ket wat ch. com/ i nvest i ng/ st ock/ shl d/ f i nanci al s[ Accessed9 . . . . .

Nov.2018] .

Unknown( 2014) .ThePer f ectKi t chenf orEnt er t ai ni ngandEver yDay . . . . .

ConsumerRepor t s.[ onl i ne]Consumer r epor t s. or g.Avai l abl eat : . . . . . ht t ps: / / www. consumer r epor t s. or g/ cr o/ magazi ne/ 2014/ 07/ t he. . . . . per f ect ki t chenf or ent er t ai ni ngandever yday/ i ndex. ht m[ Accessed9Nov. . . . . .

2018] .

Unknown,Unknown.“ Si gFi g-TheEasi estWayt oManage&I mpr oveYour . . . . .

I nvest ment s.. . . . .

Si gf i g. com,www. si gf i g. com/ si t e/ #/ wi ki nvest mi gr at i on.