MKT/571
rholmes123
traditional_media_option.pptxLearning Team D: Andrew Hilston, Alisha Goodbeer, Regina Snedecor, Vincent Cisneros
MKT/571 – Marketing
April 17, 2017
Professor heidi Kelley
Traditional Media Option: Walmart
Walmart Background Info
Walmart started as a single discount store 50 years ago.
Currently, they have 11,695 stores in 28 countries.
Walmart employ 2.3 million people.
In 2017, revenue will be $485.9 billion.
Walmart is the largest retailer in the world.
All info obtained from Walmart.com
Brand Strategy – Positioning
“Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market” (Kotler and Keller, 2016).
We will emphasize Walmart’s position in the market as the largest and cheapest retailer.
Positioning will involve comparing to competitors to show superiority.
We feel this strategy is best because Walmart really does have lower prices, and more locations, so usually will be more convenient than any competitors.
Competitors
Primary competitors: Costco, Target, and Dollar General, (Morningstar, 2017).
We will position as superior to Costco because Walmart does not require membership or focus on only bulk items.
We will position as superior to Target based on cheaper overall prices for equivalent products.
Positioning as superior to Dollar General will be based on having a much greater variety of product offerings.
Media Option – Television
Traditional media includes TV, print, radio, billboards
Walmart utilizing all of these currently in its marketing communications.
We will use television advertising to deliver our positioning brand strategy for Walmart.
“Watching TV is the nation’s most common leisure activity” (Rush, 2017).
Television gives us the greatest reach of traditional media forms.
Ads will highlight Walmart’s superiority over competitors.
There will be a TV for each competitor. We think it will be too jumbled to compare to each competitor in the same commercial.
Television Commercial Strategy - Target
Commercial positioning against Target will air on channels watched by Target’s target audience.
According to Target Corporate (2017) their guests:
Median age of 40
Median household income of approx. $64K
Approximately 43% have children at home
About 57% have completed college
We will place our ads on A&E Network, who average viewing age is 25-54 (PG Media, 2017), right in line with Target’s median age of 40.
Commercials will emphasize Walmart’s cheaper prices with similar product offerings.
Television Commercial Strategy - Costco
Ads against Costco will target the senior crowd.
InfoScout (2017) states “A Costco shopper is generally very high income, Asian, and senior age. Costco shoppers tend to make mid to large sized trips. The sample shopper insights data below comes from receipts of real Costco shoppers.”
We will place ads on the history channel, who has a higher than average viewership age of 25-64 (PG Media, 2017).
Ads will position Walmart as similar to Costco, but without the requirement of membership fees and the ability to buy almost any item without having to buy in bulk.
Television Commercial Strategy – Dollar General
The commercials against Dollar General will be placed on channels against Dollar General’s target market.
InfoScout (2017) tells us “a Dollar General shopper is generally very low income, African American, and upper middle age. Dollar General shoppers tend to make small to mid sized trips. The sample shopper insights data below comes from receipts of real Dollar General shoppers.”
We will advertise on the channel TV One as their subscriber base is primarily African American (PG Media, 2017).
We will emphasize Walmart’s significant larger diversity of product offerings to persuade the target audience.
Conclusion
Walmart is the world’s largest retailer with various competitors.
We are choosing television as the traditional form of media to display the brand strategy.
Television has greatest reach of any traditional form of media.
Brand strategy is positioning as a superior retailer against primary competitors.
TV commercials will be made to position against Target, Costco, and Dollar General.
TV channels are chosen based on the target market of the competitor focused on in each commercial to maximize resonance with the audience.
References
InfoScout. (2017). Costco Shopper Insights. Retrieved from http://infoscout.co/retailer/costco
InfoScout. (2017). Dollar General Shopper Insights. Retrieved from http://infoscout.co/retailer/dollar_general
Kotler, P. T., & Keller, K. L. (2016). Marketing Management (15th ed.) Pearson.
Morningstar. (2017). Wal-Mart Stores Inc. Retrieved from http://financials.morningstar.com/competitors/industry- peer.action?t=WMT
PG Media. (2017). Cable Network Profiles. Retrieved from http://www.pgmedia.tv/news_profiles.html
Rush, M. (2017). Chron. Retrieved from http://smallbusiness.chron.com/benefits-advertising-tv-ahead-other- medium-3585.html
Target. (2017). About Target. Retrieved from https://corporate.target.com/press/corporate
Walmart. (2017). About Us. Retrieved from http://corporate.walmart.com/our- story
