Strategic Marketing, MKT 501
Module #4 - Case Assignment
"Product Promotion: Kmart & Heineken"
Product promotion and target marketing is clearly the approach taken by the two companies in this modules reading. Although Heineken and KMart are promoting two completely different types of products they are "targeting" their promotions to specific markets.
For years, Kmart has struggled to find a niche between Wal-Mart's low prices and Target's cheap chic. Kmart's biggest failure was last year's price war with Wal-Mart which helped land the company in bankruptcy court. …
