"Product Promotion: Kmart & Heineken" - how each company targets their campaign to specific target audiences

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 …

…to music for their campaigns. They also sponsor - The Montreux, Puerto Rico and Umbria Jazz Festivals. In conclusion, while both of these companies are promoting completely different products however they have placed their customer in the forefront of their minds and realize they must: *Learn who their customers are and identify what they want *Learn how to reach their customers and continue to communicate with them because without them, these companies would not survive!