cost plus world market
Post on 29-Nov-2014
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is a brand with deep ties to heritage and culture but no one knows it
WHAT DO PEOPLETHINK ABOUTYOUR BRAND?
INTERVIEW VIDEO
INTERVIEW VIDEO
STRENGTHSSo, what are its
right now?
Isn’s perceived NEGATIVELY.
Cost Plus World Market
Cost Plus World Market
Opportunity for GROWTH
UNIQUE selections
Cost Plus World Market
PROBLEM? Stand for nothing
So, what’s the
In the MIDDLE of no man’s land
Product doesn’t quite deliver on PROMISE.
NO MINDSET
Lost emotional connection
OVERALL
Cost Plus is a great brand, with good brand values who has
lost relevancy in an ever changing market place where perception of value and customer demands have evolved.
ENEMIESMeet our competitors?
WHAT WE FOUND?
Insights
PERSONA
HUNGER
for
CULTURE
• Live in big city, 28-45 years old.
• Speak more than one language.
• They live in another country/ or want to.
• Prefer local coffee shop rather than Starbucks
• Yoga passionate
• Discovery Channel, DIY books.
L I F E STYLE
PERSONA DISSECTED
BIGthe
idea
WHERE TO GO FROM HERE
The goalWe are going to reposition Cost Plus, from a stagnant retailer that people visit out of need into an iconic cultural retailer with deep ties to community and culture.
• Face lift of corporate website• Emergence into the community• Expansion of product ?HOW
are you doing to make this new strategy come alive
WEBSITE
Face lift of corporate website
COMMUNITY
Emergence into the community
PRODUCTEXPANSION
Expansion of product
SUMMARY
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