Post on 13-Feb-2017
transcript
EXPRESS
2014
WALMART: 2014STORES
SUPERCENTERSAM’S CLUB
DISCOUNT STORES
SMALL FORMAT
NEIGHBORHOOD MKT
6323288
346
508
61
05.09.1205.09.12
SMALL FORMAT
LOW PRICES
CONVENIENCE
WALMART EXPRESSGOALS
MARKETINGOBJECTIVES
MARKETINGOBJECTIVES
BY 2016in
60610, 60642, 60654
25% ($10M) of
convenience store
market
increase awareness 3X from 5%
to 15%
increase operations from 2 to 3
stores
TARGETCUSTOMER
CUSTOMERSMARKET SEGMENT
Price-sensitive affluents: wealthier
consumers who love deals
Brand aspirational: low-income consumers
interested in purchasing brand name products
Value-price shoppers: low-
income consumers who could only afford
low prices
60610
60654
60642
Seward Park
A STORYSAMMY + WALT
Time is limited, convenience is keyWe both work FTWe don’t have a car We are on a budget and love bargainsWe like fresh produce Least # of stores to
visit is better
BEHAVIORAL OBJECTIVES
BEHAVIORAL OBJECTIVES
BY 2015in
60610, 60642, 60654
increase 1st visit or trial
by 35%
increase retention by
35%
increase current shopper
purchases by 35%
MENTAL OBJECTIVES
MENTAL OBJECTIVES
BY JAN 2016
in60610, 60642,
60654
Considered low price
leader among
competition
Be perceived
as the best one-stop-
shop
POSITIONINGSTATEMENT
POSITIONINGSTATEMENT
To low-income urban families and individuals,
Walmart Express is the one-stop-shop convenience storethat offers the most affordable pricesbecause we are committed to saving you money and helping you live better
CREATIVEIDEA
5 BOX POSITIONING
Current belief:Low-prices, but
larger store not in city.
Desired do:Aware of Walmart Express and low prices through
Advertising
Current do:Little to no
Walmart Express advertising
Desired belief:Offers low prices in
their community
Customer Prop:one-stop-shop
convenience store that offers low
prices
WALMART EXPRESSCREATIVE IDEA EXPLAINED
Linking to history of low-prices
Logo, brand recognition
show proximityArticulate offerings
Link to FB to create personalized coupon
url and QR code
STRATEGICMETRICS
STRATEGICMETRICS
Repeat customers 50% Increase
35%
Social media impact
FB w/1,704 likes
+5,000 likes by 2015
New customers
w/FB coupons
Non existent
35% of FB likes
(1750)
MEASURE CURRENT GOAL
EXPRESS