Wal-Mart Marketing

1054 Words Aug 10th, 2012 5 Pages
Wal-Mart Marketing

Bradley Shelburg

BUS620 (NAC1202A)

Prof. David Kalicharan

January 30, 2012

Wal-mart Marketing

“Wal-Mart Stores Inc, the world’s largest retailer, wants to be your local neighborhood store” (Kumar, 2011). Wal-Mart has launched “My Local Wal-Mart” pages on Facebook for more than three thousand five hundred of its stores. This is one of many current marketing strategies that Wal-Mart currently has in place. This strategy is both a generic and segmented marketing strategy. This strategy is generic by appealing to a mass-market and is segmented by appealing to the psychographic segmentation. By using the internet and social networking sites to connect with customers, they can keep customers informed
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Thus, one way to segment retail markets is by distance or driving time from a particular location. The area included within such a geographically defined region is called a trade area” (Mullins, p. 208). “Wal-Mart Stores Inc. is using a marketing website, WalMartNYC.com, as well as video-sharing website YouTube and social media platforms Facebook and Twitter, to promote its efforts to get Wal-Mart stores into New York City” (Kanable, 2011). Psychographic segmentation has to do with the consumers themselves. One way Wal-Mart sets itself apart from its competitors is by marketing specific items to better suit their needs. “Wal-Mart, for instance, is expected to launch a new anti-aging cosmetics line this month called Geogirl, consisting of some sixty nine beauty products. Ravi Jariwala, Wal-Mart spokesman, said the line was developed in partnership with the chain’s customers to give parents a healthier, age-appropriate option for their tween girls who ask about wearing makeup. The line will be marketed to parents and targets a certain life stage as opposed to a certain age of girl so parents can make informed decisions” (Staples, 2011). This is one of many product lines that Wal-Mart develops specialized marketing techniques. Wal-Mart, overall, has a

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