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

Place your screenshot here

Product placementRaise brand awareness

Perceive brand favorably with good movie experience

Place your screenshot here

Marketing Traditional Channels

Television

RadioMagazines

▸ Display possible styles

▸ Emphasize affordability

▸ Project image of youth, energy, and creativity

Place your screenshot here

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

Place your screenshot here

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!