RMS

KOHLS

Runa, Susheel, Jitendra D

*Owner-Maxwell Kohl*Started in 1946 at Wisconsin as Kohl Food Store*In 1983, the grocery stores were sold to A&P but operated under the name Kohl's Food Store*In 1992, the company went public and a period of expansion began*In February 2003, A&P put the Kohl's Food Stores up for sale, as part of an effort to reduce debt*In June 2003, A&P announced their plans to close*As of January 2011, Kohl's stores were in 49 of the 50 states (only excluding Hawaii.)

* Has offered online shopping since 2000

WHAT’S SPECIAL

INCREASE IN SALES (ENDORSERS)

GROWTH OF KOHL’S• QUICK GROWTH.

• Located in strip shopping centers

• Stores located in Convenient Malls.

• Q4 – 2012 Sales ($18.82 Bn) increased by 5.4%

• Online Presence

• Revenue - $18 Billion

• expansion strategy - 1146 Stores in 49 States

MARKETING STRATEGY OF KOHLS

Visual graphic elements in stores

 ADS for Exclusive Product Lines

Marketing Intelligence TEAM TO ANALYZE MARKET

Kohl's Builds on Exclusive Brand Strategy

Core Customers are MARRIED Women (ages 25 to 54)

SOCIAL MEDIA MARKETING

8%

10%

13%

19%19%

31%

merchandise mix

footwearaccessorieschildren'shomemen'swomen's

BRAND STRATEGY

50%50%

BRAND CATEGORY

NATIONAL BRAND PRIVATE & EXCLUSIVE BRAND

COMPETITIVE ADVANTAGE FOR KOHL’S

KOHL'S JC PENNEY DILLARDS SEARS MACY'S

CUSTOMER RELATIONSHIP SCORE

5.7 5.6 5.5 5.5 5.4

UNIQUE BENEFIT SCORE 5.4 5.1 4.9 4.9 4.8

4.34.54.74.95.15.35.55.7

SCOR

E

penetration across the store

successful business partnership

WIDE Prices ($9.99 to $149.99) savings

opportunities.

NEW Brands and marketing initiatives

Easy-to-Shop Layouts AND 3 distinct

Customer Styles

classic customer

updated Customer

contemporary customer.

Small Stores 

Discount and offers

Low cost of operations

36% OWN Stores and 64% on Lease. 

ROOM FOR IMPROVEMENT

Inventory Allocation

STRATEGY FOR INDIA• Tie up with Indian Conglomerate.

• Store should be small or mid size

• Wide range of product.

• Local and exclusive brand combination.

• Customer oriented approach

• Price oriented strategy

• Demographic store location

• Family and men oriented store

• Multiple usage of marketing tactics

• Festival day approach

THANK

YOU