Shop local for the Greater Good
Target Breast Cancer Research Foundation Clothing Line Vogue Fabrics and Benchmark Merchandising
Kathleen McEntire Intro. to Sales Promotion
Kathleen McEntire 2
Cover Page The goal of the breast cancer promotion through Target, South Loop, is for acquisition and retention. The line will bring in new customers who are interested in purchasing a locally sourced (Vogue Fabrics) and manufactured (Benchmark Merchandising) product that gives back to The Breast Cancer Research Foundation and supports the South Loop’s economy. The collaboration with Vogue Fabrics and Benchmark Merchandising will benefit all parties. It is important for these two companies to gain awareness locally and this can be accomplished through presence in a nationally known retailer located nearby, Target. It is amazing how many women are impacted by breast cancer one way or another and are willing to support the cause through retailers. It is also important also to recognize the impact “shop local” and “buy local” has had on the consumer market within the last couple of years. This is a consumer behavior pattern change, for the better when referring back to the Target Breast Cancer line. Target will donate 25% of the full price item to The Breast Cancer Research Foundation. The nine items will be at full price for the 31 days of October. Benchmark Merchandising will pay for freight to Target from their location as well as provide Target with the appropriate signage to merchandise the collection as a shop in a shop. They will also provide Target with pink polo shirts for the employees to wear along with pink ribbons to show the companies support of the cause. This is an internal promotion that will benefit Target and in turn thank them for choosing them as their manufacturer. The clothing line will sell on average 60 units a day selling 1,860 units in October. This will greatly benefit all partners in the promotion as well as Target, increasing the value of their store and products through localization and charity. This will be such as success that in the future more Target stores can implement such programs for other beneficiaries as well.
Kathleen McEntire 3
Target 1154 S. Clark St. Chicago, Il, 60605 312-212-6300 The goal of the breast cancer promotion through Target, South Loop, is for acquisition and retention. The line will bring in new customers who are interested in purchasing a locally sourced and manufactured product that gives back to The Breast Cancer Research Foundation and supports the South Loop’s economy.. The collaboration with Vogue Fabrics and Benchmark Merchandising will benefit all stake holders. It is important for these two companies to gain awareness locally and this can be accomplished through presence in a nationally known retailer, Target. It is amazing how many women are impacted by breast cancer one way or another and are willing to support the cause through retailers. It is also important to recognize the impact “shop local” and “buy local” has had on the consumer market within the last couple of years. This is a consumer behavior pattern change, for the better when referring back to the Target Breast Cancer line. October 2013 Target will release a line of products containing 9 pieces that showcase the color pink in support of breast cancer awareness month. These items will be for sale in the Target located at 1154 S. Clark Street, Chicago, IL, 60605. 25% of full-price purchases of each item will be donated to The Breast Cancer Research Foundation. Target will sell the items at full price for one month and full price items cannot be combined with coupons or reductions. The line will be displayed in the front left corner of the store in the missy’s clothing section. The line will be merchandised and marketed sufficiently and accurately to educate the customer on the line. The signage will inform the customer on how much of the proceeds are going to The Breast Cancer Research Center as well as some quick facts on the severe impact this disease has on the
Kathleen McEntire 4
community.
All associates of the south loop target will be given a pink polo as their uniform
update for the month of October as well as breast cancer ribbon pins. It is important to show the companies support for breast cancer research as well as being knowledgeable about the line and The Breast Cancer Research Foundation. All of the visual items as well as the pink polos will be an internal promotion from the manufacturer to Target as a way of them receiving awareness in exchange. The clothing labels on all BCRF items will have, Benchmark Merchandising tags. Consumers will also have the option to even donate money at checkout via the pin pad whether they purchases a BCRF item or not. The clothing line will utilize Vogue Fabrics, located in the South Loop at 623 W. Roosevelt Road as the material source and the clothing will be manufactured at Benchmark Merchandising located at 329 W 18th Street. The two companies will work together to produce the entire apparel collection of 9 pieces. Benchmark Merchandising will provide free freight from their location to Target. They are also providing target with the employees pink polo shirts as well as the signage that will help create a shop in shop for the BCRF collection. Target market is women ages 25-40 who live in the South Loop and are current target customers. Target has an average of 22,500 visitors daily with more than half being women around 65% = 14,625 women daily. SOUTH LOOP DEMOGRAPHICS – 60605 Population: 12,423 % of population female: 48.3% Females: 6,000 Education: 91.3% high school or higher 58.3% Bachelors or higher Household income: Median $56,151 Occupation Mgt./Professional 63.7%
Kathleen McEntire 5
Sales/office 24.6% Race: white 53.2% Black 31.5% Median age 35.2 years old According to the BCRF one in eight women will develop breast cancer. There is a population of 12,423 people in the zip code of 60605 and 48.3% are women. There are 6,000 females and 750 of them will develop breast cancer in the area based off of BCRF statistics. Breast cancer impacts not only the patient but their family and friends. Target has many corporate responsibilities including; education, environment, health & well-being, responsible sourcing and volunteerism. The addition of their breast cancer line would support their health & well-being initiative, “to be the first place you think of when you need something to reach your personal health goals�. Target has a huge variety of loyal customers who shop their stores and online daily. Target has their own credit card with benefits for frequent shoppers. Their product breath is complete and customers can make it their one stop shop from groceries to furniture and clothing. The South Loop location has a large parking lot and also houses a Starbucks. There are not many other clothing retailers in the South Loop who offer a line of clothing that benefits breast cancer research that are specifically sourced and manufactured locally as well. This is a niche in the market that Target can leverage this to everyone’s benefit, The Breast Cancer Research Foundation, Benchmark Merchandising and Vogue Fabrics. It is made locally for the greater good. In the past few years consumer and market trends have leaned towards shop local, buy local, fitness, wellness and incorporating current events into retailers. Many companies in one way or another participate in October for breast cancer awareness month and this is a huge
Kathleen McEntire 6
opportunity for Target to release their first locally sourced and manufactured BCRF line. Their main competition will be with Ann Taylor Loft who has been participating in breast cancer awareness month for four consecutive years launching about 9 new products every October. Loft sets their price point from $25-$89.50 ranging from accessories and clothes to one pair of shoes. Target’s line is more price conscious and higher exclusivity only selling it at one location. Now more than ever consumers are looking for more than just the product. They are interested in who else can benefit from the purchase of the item. Such as Ethos water consumers want products that give back which increases the product value. Launch of product October 1, 2013-October 31, 2013. Target will receive 9 products including; headbands, underwear, yoga pants and socks. Price range will be from $4.00-$45.00 and sold at full price throughout its appearance. On average the line can sell through 60 units daily. There are 31 days in October selling at an average of 60 units selling daily and 1,860 units total in October. Target has an average daily visitor rate of 22,500 people and over half are women coming in around 14,625. If 60 units sell daily with 14,625 people the conversion rate is 0.4%. Obviously regular Target traffic will not bring the highest conversion rate and there are better tactics to pursue to increase that number. September will but used to bring awareness about the breast cancer line through; Facebook, Twitter, Instagram, Pinterest and their pre-existing app. This will also be continued through October with in store images of the product as well as consumer interaction through Facebook fans. Benchmark Merchandising and Vogue Fabrics will participate be involved with this social media venture as it will only make the promotion stronger and more authentic with interaction between all stakeholders including BCRF as well.
Kathleen McEntire 7
The redline Roosevelt stop at street level will be a Target advertisement for the breast cancer line with Vogue Fabrics and Benchmark Merchandising logos at the bottom that will be previewing in late September for October product purchasing. This will increase anticipation of the line as well as the store traffic. Target will run a Facebook campaign starting October 1st. Share your love for Target and help find a cure! We're donating $1 to The Breast Cancer Research Foundation for every new fan we get during the month of October (up to $12,000). Share this post with your friends and ask them to "like" us to help find a cure. The Facebook page will also be displaying the full collection and options of purchasing. This will help increase Targets database of “friends.” A newsletter will be sent out the last week of September to current Target card holders within the zip codes of Chicago’s south loop (60605, 60607, 60608 & 60616) in conjunction to their billing statement either via direct mail or email. The newsletter will summarize and showcase the items coming to their local Target store. Current Chicago Target customers living in the zip codes of 60605 (12,423), 60607 (15,552), 60608(92,472) and 60616 (47,073) who receive Target’s weekly flier will get an extra insert about the launch of the breast cancer line at the south loop location the week the line debuts. There will be an insert every week starting the last week of September to bring excitement about the new line and to keep the consumer informed throughout October. The total population of the area is 167,520 one third of these people receive Target fliers; 50,256 people (one flier weekly = 201,024 monthly). Throughout October Target will sell 1,860 units from the breast cancer line. The conversion rate for the flier will be around 0.93% (1,860/201,024). The target app for locations will be transformed in October so that the south loop location is marked with a pink target logo instead of red, signifying the availability of their breast cancer
Kathleen McEntire 8
line. The product details page will be set up for the new products in the line discussing the 25% contribution to The Breast Cancer Research Foundation as well as the general product information including Vogue Fabrics and Benchmark Merchandising so consumers understand that the product was made local to the Target South Loop location.