Concentrate on small segments too

Kmart unveiled a national radio campaign specifically targeting African-Americans and Hispanics as part of its multicultural marketing program who make up to 39% of its total customer base. Radio and television advertising are the initial stages of the campaign, which will feature original music by Chaka Khan, BeBe Winans and Jose Feliciano.

The commercials will be seen on network and cable outlets that directly reach the Hispanic and African-American consumer within the next several weeks.Currently, multicultural consumers make up nearly 12 million people who shop at Kmart each week. African-Americans and Hispanics alone account for 32 percent of the retailer's shoppers.So it is a good move to please them and woo them to walk in. Concentrating on smaller segments wasn't fashionable until now. Brands need to tap into every pocket to get over this bad spell. Kmart has taken a good step in this direction. Lets see if it pays out.