Marketing Strategy Analysis: Staples Inc. by Jade Gomez

1. Marketing Strategy Analysis:Marketing Strategy Analysis:Marketing Strategy Analysis:Marketing Strategy Analysis:
Jade GomezJade GomezJade GomezJade Gomez
MKTG 6000: Prof. KohlerMKTG 6000: Prof. KohlerMKTG 6000: Prof. KohlerMKTG 6000: Prof. Kohler

2. • opened in 1986opened in 1986opened in 1986opened in 1986
• $23 billion in sales$23 billion in sales$23 billion in sales$23 billion in sales
• largest office products company, globallylargest office products company, globallylargest office products company, globallylargest office products company, globally
• Serves over 27 countries in over 2,000 storesServes over 27 countries in over 2,000 storesServes over 27 countries in over 2,000 storesServes over 27 countries in over 2,000 stores

3. Promotional Campaign:
- making it easy for everyone to buy
all office needs at a reasonable price
“ ”

4. “That was easy” Campaign
• Emphasizes the “ease” in purchasing
office supplies from Staples
• Offers an ‘easy trigger,’ implying the• Offers an ‘easy trigger,’ implying the
convenience offered by Staples’ stores
• Sells an actual “easy” button that
donates funds to the community

5. Top Competitor CampaignsTop Competitor CampaignsTop Competitor CampaignsTop Competitor Campaigns
----aims to help customersaims to help customersaims to help customersaims to help customers
do their “best work”do their “best work”do their “best work”do their “best work”
---- “unwavering commitment to“unwavering commitment to“unwavering commitment to“unwavering commitment to
business customers”business customers”business customers”business customers”
---- aims toward low prices for theaims toward low prices for theaims toward low prices for theaims toward low prices for the
everyday consumereveryday consumereveryday consumereveryday consumer

6. Top Competitor CampaignsTop Competitor CampaignsTop Competitor CampaignsTop Competitor Campaigns
----aims to help customersaims to help customersaims to help customersaims to help customers
do their “best work”do their “best work”do their “best work”do their “best work”
----not as large and convenientlynot as large and convenientlynot as large and convenientlynot as large and conveniently
located as Staples (globally)located as Staples (globally)located as Staples (globally)located as Staples (globally)
Competitors’ DisadvantagesCompetitors’ DisadvantagesCompetitors’ DisadvantagesCompetitors’ Disadvantages
---- “unwavering commitment to“unwavering commitment to“unwavering commitment to“unwavering commitment to
business customers”business customers”business customers”business customers”
---- aims toward low prices for theaims toward low prices for theaims toward low prices for theaims toward low prices for the
everyday consumereveryday consumereveryday consumereveryday consumer
----not focused on specializing in officenot focused on specializing in officenot focused on specializing in officenot focused on specializing in office
products and therefore does not offer theproducts and therefore does not offer theproducts and therefore does not offer theproducts and therefore does not offer the
greatest product differentiationgreatest product differentiationgreatest product differentiationgreatest product differentiation
----target market is business corporationstarget market is business corporationstarget market is business corporationstarget market is business corporations
who need a large quantity of supplies.who need a large quantity of supplies.who need a large quantity of supplies.who need a large quantity of supplies.

7. Measures of success
- Leader in market share
Earnings per share
after the “easy”
campaign went fromcampaign went from
the already high 15-
20% to 33%

8. ---- establishedestablishedestablishedestablished product differentiationproduct differentiationproduct differentiationproduct differentiation with the “yeah,with the “yeah,with the “yeah,with the “yeah,
we’ve got that” and “that was easy” campaign.we’ve got that” and “that was easy” campaign.we’ve got that” and “that was easy” campaign.we’ve got that” and “that was easy” campaign.
---- involvement in the community with theinvolvement in the community with theinvolvement in the community with theinvolvement in the community with the
Staples Foundation for LearningStaples Foundation for LearningStaples Foundation for LearningStaples Foundation for Learning

9. 4 P’s of Marketing:
ProductProductProductProduct - variety of products to meet the needs
of the everyday consumer AND the
corporationcorporation
PromotionPromotionPromotionPromotion - Staples offers the “Staples
Rewards” program and the “That was easy”
campaign

10. <<continued>>
4 P’s of Marketing:
PricePricePricePrice - reasonable prices to accommodate the
majority of consumers in need of office
suppliessupplies
PlacePlacePlacePlace - located globally, and still growing
-also heavily located in densely
populated areas

11. Marketing Principles
to remember:

12. • Offer convenience:
– Marketing automation: ease of repetitious
purchases
– Location: available globally
– Product differentiation: large variety and selection
– Personalized offers: accommodate the needs of the
consumers

13. • Gain loyalty:
– Rewards Program: deals and discounts for coming
back
– Staples Soul Program: donates funds to the
community and to educating the youthcommunity and to educating the youth

14. • Practice the 4 P’s of Marketing:
– Product – large variety
– Price – reasonable relative to the market
– Promotion – easy and convenient
– Placement: globally– Placement: globally