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ROSS
BY: Ashley CHang, Gary Hua,
Elizabeth Nemeth
what is ross?
-Started in 1950 in Pacifica, CA-Morris “Morrie” Ross
-Off price retailer in 1982-Started dd’s Discounts in 2004
Background
$11 billion fiscal revenue in 2014
87%equally Mixed Merchandise
1,242locations in 33 states
“Since 1982, our focus has been on bringing our customers a constant stream of high quality
department and specialty store brands at extraordinary savings aka bargains, while providing
an easy, fun and organized shopping experience.
Strengths
▸ Many locations
▸ Large variety of clothes and brands
▸ 20%-60% off department store prices
▸ internships and training program for college graduates
Weaknesses
▸ Disorganized stores and website
▸ Little differentiation from competitors
▸ Little control of inventory
▸ Low brand loyalty
Opportunities
▸ Current trend of bargain hunting
▸ America has a lot of holidays/ reasons to do events
▸ Social media: Youtube, Twitter, Tumblr, Blogs
Threats
▸ Off price retail competition from Marshalls and TJ Maxx
▸ Price competition from Wal-Mart
▸ May receive out of season inventory
The 4 P’s
The 4 P’s
Product
Name brands for the whole family
and home
Place
Suburban centers
Middle income neighborhood
Promotion
TV commercialsInstagramFacebook
Price
20-60% off department
prices
Competition
Marshalls
▸ Family oriented
▸ The CUBE- boutique for juniors
TJ Maxx
▸ Fine jewelry and accessories
▸ The Runway- European, contemporary & couture boutique
A New and
Improved Ross
Inspiration!
▸ Artfully displayed, not overbearing or underwhelming
▸ Exploring comfortably and easily
▸ Do not have to compromise budget, can buy other things
By offering a variety of chic merchandise at
affordable prices, we empower our
customers to invent their own unique style.
Before
75-80% femaleWide range of household incomes
Target audience
after
Women and MenAges 15-30Budget customer
Psychographics
iPhone On FleekEmojis
EDM Selfie Stick. App
Re-Designed Logo
Layout
▸ Modern and sleeker
▸ Organized and clean
▸ Brand storytelling through artistic visual displays
Social Media
TwitterTumblr
Pandora Spotify
FacebookInstagram
Youtube Stars
Raise brand awareness
Dress like their favorite YouTubers
Place your screenshot here
Product placement
Raise brand awareness
Perceive brand favorably with good movie experience
Place your screenshot here
Marketing Traditional Channels
TelevisionRadioMagazines
▸ Display possible styles
▸ Emphasize affordability
▸ Project image of youth, energy, and creativity
Place your screenshot here
Television
Popular programming among target market
High reach and retention
Shows are engaging, imaginative, and fun
Radio
Attains high frequency from daily commute
Able to promote local locations
Succeeds well in reaching target market
Place your screenshot here
Magazines
Not ephemeral
Relates to Ross’s products
Attracts audience with other content
International opportunities
our office
5,000!Our new goal for locations
Thank you!