Final Project - Ross
Transcript of Final Project - Ross
ROSSBY: 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
ProductName
brands for the whole family and
home
PlaceSuburban centers Middle income
neighborhood
PromotionTV
commercialsInstagramFacebook
Price20-60% off department
prices
CompetitionMarshalls
▸ 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 Fleek Emojis
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 StarsRaise brand awareness
Dress like their favorite YouTubers
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Product placementRaise brand awareness
Perceive brand favorably with good movie experience
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Marketing Traditional Channels
Television
RadioMagazines
▸ Display possible styles
▸ Emphasize affordability
▸ Project image of youth, energy, and creativity
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TelevisionPopular programming among target market
High reach and retention
Shows are engaging, imaginative, and fun
RadioAttains high frequency from daily commute
Able to promote local locations
Succeeds well in reaching target market
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MagazinesNot ephemeral
Relates to Ross’s products
Attracts audience with other content
International opportunities
our office
5,000!Our new goal for locations
Thank you!