Digital Strategy Campaign

Presented by Chendi Jia

About Wal-Mart

Founded by Sam Walton in 1962

Incorporated on October 31, 1969

The largest retail store in the world.

Annual revenues of over $100 billion,

more than 10,000 stores and more

than 750,000 employees worldwide.

Wal-Mart had $473.1 billion net sales

totally in 2014.

Ranked first on the 2014 Fortune 500

List by revenue.

Positioning

Wal-Mart is an incredibly strong brand

Focus on reducing costs and giving customers the most valuable products with lowest prices

Facing the challenges: one-stop shopping can be completed by a few clicks on a tablet computer or mobile phones, and low-price products can be reached everywhere, customers no longer think Wal-Mart has the lowest prices.

This is a perception issue and it is vital.

It is crucial to find some ways that help Wal-Mart stay at the top.

Target Audience

Families and individuals with modest incomes.

These shoppers are typically interested in in the value

of the products offered

Less interested in product branding.

Key Performance Indicator (KPI)

1. Profit

2% Sales Growth ($9.53 billion)

2. Brand Awareness

Wal-Mart stands for low prices

3. Brand Loyalty

Maintain current brand loyalty

Big Idea

Reach the housewives as the primary target group.

They spend most time doing housework and make every effort to

reduce the cost of living.

They are in favor of the products with high quality and low

price.

The “Big Idea:” “Stay Close With The Customers.”

Constantly remind the creative team: Do our target audiences

care? Does the idea entertain, uplift, or inform them? Does it

respect their efforts? Does it help our sales?

Making the campaign simple and accessible.

Tools and Tactics

Tactics:

Modern housewife are independent and empowered.

Stick to messages about how the product or service further empowers housewives.

They care more about the benefits that they get from the products.

Focus on how the product or service benefits housewives, and include visual depictions of women enjoying the product.

Besides that, creating appealing messages to attract the kids could also drive the housewives to shop at Wal-Mart.

Tools:

The housewives seldom use computers and Internet.

Use mobile marketing, digital billboards and e-mail marketing

as tools to reach them.

Place billboard near popular supermarkets and schools.

Use e-mail marketing which is low-cost and durable

Budget

• Each billboard in big cities costs $1,700 on average.

• The total cost of the billboards:

$140* 8,688 *90%* 12 + s $1,700* 8,688* 10% *12=$30,859,776.

• The budget of mobile marketing and e-mail marketing would be $4,000,000

and $1,000,000.

• Total budget: $31,359,776

• The total units of Wal-Mart within the United States

are 4,344.

• Place 2 billboards to promote each store, 8,688

totally.

• Each billboard in rural areas costs $140 monthly on

average, and the percentage of rural sites is 90%.

Summary

Two parts of the strategy:

Essential process: Mobile Marketing and Digital Billboards

Back-up plan: E-mail marketing.

Customized for the specific target audience. The digital tools are simple but accessible.

Thank You!