Kohl a multi-brand retailer has worked on its marketing strategy by clearly defining its target market. This has helped the company position itself and brand itself amongst the customers and the competition I the industry. The company targets middle market segments for its products.
This is reflected on not only the advertisements that are rolled out by the company that have the tagline of ‘that’s more like it’ as well as in the store and its image (Henderson & Mihas, 2000). The Kohl stores have parquet floors, lights that are recessed and elegant yet comfortable fixtures and fittings. The products that are housed in the store include both house brands as well as well know private label brands that are often sold through promotion schemes to the customers (Henderson & Mihas, 2000).