Strategy Development

Objective
Develop a 3-year Event Marketing strategy for Marshalls and TJ-Maxx to reach Hispanic consumers and:

• Increase Brand Awareness and Improve Brand Equity
• Drive retail traffic and therefore sales
• Create community goodwill

Process

• Conducted a business assessment to understand existing Hispanic marketing and identify gaps
• Conducted focus groups to understand current perceptions of Marshalls among the target
• Identified key consumer insights, both with respect to Marshalls and the overall apparel category
• Developed a Hispanic Creative Strategy to act as the foundation of all future marketing efforts
• Developed a 3-year plan, including tactical recommendations

Result

• Final recommendation presented to Senior Management and received very favorably
• Currently in the process of 2006 implementation