Transcript File - stephanie.eckart

ing:
Sustainability
Stephanie Eckart, Kenson Chu, Weian Wang, Cindy Hsu
S.W.O.T.: pre plan
STRENGTHS
Brand image
Market share
Brand recall
Innovative marketing methods
Strong distribution channels
High customer level
Shopping environment
Giving back
WEAKNESS
Prices are higher than competitors
Continual litigation
Employees are not part of labor union
OPPORTUNITIES
Global expansion
Being more sustainable
Following societal trends
Cutting costs
Increase market share
Creating a labor union for employees
THREATS
Competition in the market
Increased taxes
National Economy Situation
Proposal
Create a 5- Step Program
Show
Teach
Recycle
Introduce
Private Label
Step 1: Show
Dedicated to showing customers preexisting sustainable items.
Is done by denoting sustainable items on the shelf by having the
shelf price tags being a brown or green color.
Database of Sustainable merchandise.
Step 2: Teach
Continues to teach customers by showing them
how making small changes can have a large
impact.
The tips and tricks can be taught to consumers in a
few ways:
1. Workshops can show customers how to make
small changes.
2. A board of easy tips to being more sustainable
can be posted in the Target store.
3. A looped video can show customers other
ways to make sustainable changes more
fashionable.
4. Tips can be published in weekly circular
Social Media
•Create and maintain
FaceBook page, twitter
account dedicated to
showing consumers “green”
merchandise and tips to live
more sustainably.
•These various social media
pages can be Bay area
focused and each store can
rotate managing and
updating them.
Step 3: Recycle
Creating and expanding recycling
program to help customers learn
how to dispose of the items they
purchase.
This is also the beginning of offering
more sustainable items in the
beauty department, by offering
online only items, this would allow
Target to try out new sustainable
items cost efficiently since it would
not require all stores to carry the
items, and would also cut down
on distribution costs.
Step 4: Introduce
Introduction of new
sustainable items.
Through the Go Green: Beauty
collection, Target can work
with high end and emerging
cosmetic and beauty
brands using sustainable
and recycled materials and
offer them in Target stores
for limited periods of time.
These brands can vary
depending on time of year,
trends, and emphasis.
Step 5: Private Label
Convert Target’s private label “Up and
Up” merchandise to be sustainable
and/or recycled. This can start by
introducing beauty line including hair,
skin, and cosmetics.
Positioning
“go-to” place for massproduced sustainable
products
A small change can have a
large impact
Step 1: recycled/eco friendly paper that is
used to exchange the shelf tag, research and
development of a sustainable database.
Step 2: maintenance of the social media
websites. printing and researching.
Step 3: sourcing a container to house cosmetic
container donations
Step 4/5: require the most time and financial
commitments.
Go Green campaign: contracts with high
cosmetic brands , production, and marketing
Converting the Up and Up label: sourcing,
production, packaging, transportation and
marketing costs
Budget
Timeline
• In the first year:
– Database/ Shelf labels
– Tips to save
– Recycling program
• In the next year and
beyond:
– Go Green: Beauty
– Up and Up conversion
to be “green”
S.W.O.T.: post plan
STRENGTHS
Brand image
Market share
Brand recall
Innovative marketing methods
Strong distribution channels
High customer level
Shopping environment
Giving back
Following Societal trends
Being more sustainable
WEAKNESS
Prices are higher than competitors
Continual litigation
Employees are not part of labor
union
OPPORTUNITIES
Global expansion
Cutting costs
Creating a labor union for employees
THREATS
Competition in the market
Increased taxes
National Economy Situation
Thank
You!