Maternity Clothes At

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Maternity Clothes At
NORDSTROM
Brooke McGuire Elizabeth Dwyer Andy Chow Gabriel
Kim
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Presentation Overview

• Andy Chow- Marketing strategy
• Gabriel Kim- Human Resource plan
• Elizabeth Dwyer- Projected finances

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Maternity Customer Base Growing
1994
1996
1998
1999
2000
SourceUS government health trends report
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Customer Profile

• Mothers to be
• Ages 25 -35
• Household income 60,000

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Maternity Competition

• A Pea in the Pod
• Mimi Maternity
• The Bon Marche

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A Pea in the Pod Offering Best
Three dot
Tahari
Seven jeans

• Others include
• Sharagano
• Juicy Jeans

• Joie
• Marc Jacobs

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Marketing Strategy
4 Ps of Marketing Product Price Placement
Promotion
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Product/Price

• High fashion maternity clothing
• Relative pricing
• Nordstrom brand name - Halogen

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Placement

• 137 stores in 26 states
• Distribution channels on every coast
• Internet

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Promotion

• Keep it simple
• Keep current vendor marketing schemes
• The Nordstrom name

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Marketing Expense Decreases
Source Nordstrom 2002 Financial Prospectus
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Implementation of the Maternity Line

• Increase Current Selection
• Strengthen Vendor Relationships
• Highlight Product Placement
• Expand HR Operations

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Current Selection

• Few Maternity Products
• Low Maternity Selection
• Not Our Philosophy

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Vendor Relationships

• Current Specialty Stores
• - Seven Jeans
• - Three Dot
• - Marc Jacobs
• Other Potential Vendors
• - Juicy Jeans
• - Sharagano
• - Liz Lange

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Product Placement

• Current Specialty Sections
• Encore
• Petite Focus
• T.B.D.
• Location A Plus

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HR Operations

• Increase Department Staffing
• Commit To Employee Training
• Raise Compensation for Sales

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Department Staffing Structure
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Exploring Nordstroms Finances

• Analyze Past Performance
• Determine the Bottom Line
• Increase our Revenue

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Performance On The Rise
Source Nordstrom Annual Financial Reports
(1997-2001)
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Determining the Bottom Line

• Comparing Costs
• Initiating Implementation
• Measuring Revenue

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Increasing Our Revenue
Source Nordstrom Maternity Department Financial
Prospect Report
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Brightening Nordstroms Future

• Satisfy our customers needs
• Create awareness
• Execute smooth implementation
• Generate fiscal growth