Paper 1

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Introduction – Elaine In this paper we will be discussing our marketing plan for Kohl’s Family Café. We will show the organizational overview, new product description, SWOTT analysis, marketing research, segmentation, differentiation and positioning, stage of the product life cycle, marketing mix, promotion, budget, and control/monitor. Also the appropriate place and the promotional marketing strategy will be explained in the development of the strategic marketing mix. A sales promotion schedule as well as a marketing plan will be incorporated. The public relation opportunities for the service will be shown. The importance of channel management decisions on the marketing of our service, distributive channels, and the costs in terms of placement, shipping and middlemen will be explained. A budget will be developed for the Family Café. Quantifiable elements will be identified which will be used to evaluate, monitor, and control effectiveness of the marketing plan Organizational Overview Kohl’s is a department store chain that has been operating since March 23, 1993; Kohl’s department store focuses on the family and their needs and wants. They sell apparel, footwear, and accessories for women, men, and children, home products such as sheets, pillows, and housewares (Kohl’s Corp KSS, n.d.). They carry clothing line like Rock & Republic, Jennifer Lopez, and Marc Anthony, just to mention a few. They also have online shopping and distribute Kohl’s cash that can be redeemed towards any product in the store. Kohl’s logo is “Kohl’s Cares” followed by a pink heart, their mission and vision is to see healthy children, plentiful resources, and diseases that affect women and their families eradicated (Kohl’s, 2013). They give back to the community in many ways with donations, resources, talent, and time. They support Kids Health,

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