With the launch of a nationwide radio campaign this morning, Kmart Corporation unveiled its new multicultural marketing program. The campaign will be rolled out in several stages, starting with radio
and television advertising, that targets African-American and Hispanic shoppers. Commercials will feature original music performed by legendary Grammy®-award winners Chaka Khan, BeBe Winans and Jose
Feliciano. Kmart's new marketing efforts focus on leveraging one of the company's key points of differentiation -- its vast multicultural shopping population. Currently, multicultural consumers make
up 39 percent of the nearly 30 million people who shop at Kmart each week. African Americans and Hispanics alone account for 32% of Kmart's shoppers. Nationwide, multicultural consumers possess $1.2
trillion in joint purchasing power at a market segment growth rate seven times faster than the general population.
Created by Kmart's multicultural agency of record, Don Coleman Advertising (DCA),
the first stage of Kmart's multicultural marketing campaign will be local radio advertising in markets where African-American Kmart consumers have a strong presence. The second stage in Kmart's
multicultural advertising campaign -- television commercials -- will be seen on network and cable outlets that directly reach the Hispanic and African-American consumer within the next several weeks.
