KMART SHIFTS MARKETING STRATEGY

Looks to Promotions to Boost Sales

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SAN FRANCISCO (AdAge.com) -- Kmart Corp., trying to fight its way out of bankruptcy, is shifting its marketing strategy to one based in promotions, company officials said today.

Kmart said it was

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successful in driving sales with a recent promotions for "customer appreciation" days. On Friday and Saturday, Kmart will bring back a storewide 10% off sale on general merchandise dubbed "Can't Thank You Enough." Kmart also will reduce apparel by 20%.

Kmart, currently in Chapter 11 bankruptcy, also plans to stick with its branding message, "The stuff of life," developed by agency of record Omnicom Group's TBWA/Chiat/Day, New York, said Dave Karroker, a Kmart spokesman.

News of the new promotional event hasn't allayed concerns among industry analysts that the troubled retailer will be able to succeed in the near future.

"I don't think Kmart is a viable company," said Howard Davidowitz, chairman, Davidowitz & Associates, New York, a national retail consulting firm.

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