Findings and Implications Concerning Reputation.pptVIP

Findings and Implications Concerning Reputation AGENDA AND OBJECTIVES PROJECT APPROACH EXECUTIVE SUMMARY . . .HOWEVER CONSUMERS ARE CONCERNED WITH WAL-MART’S APPROACH PERCEPTIONS OF AGGRESSIVENESS ARE STRONG CONCERNS RELATED TO ASSOCIATE TREATMENT ARE PARAMOUNT SIX ATTITUDINAL SEGMENTS EMERGED FROM RESEARCH PERCEPTION OF WAL-MART VARY ACROSS SEGMENTS THERE ARE TWO PRIMARY BUSINESS OBJECTIVES FOR REPUTATION MANAGEMENT TWO PRIMARY TARGET SEGMENTS IDENTIFIED BASED ON BUSINESS OBJECTIVES GREATEST IMPACT ON IMPROVING REPUTATION FOR TARGET SEGMENTS WILL BE BY FOCUSING ON BEING A GOOD NEIGHBOR BACKUP DATA – (ELEMENTS BEHIND KEY REPUTATION DRIVERS) MANY OF WAL-MART’S EXISTING MESSAGES ON BEING A GOOD NEIGHBOR HAVE LOW CREDIBILITY BUT HIGH POTENTIAL IMPACT TRULY BECOMING EFFECTIVE LOCALLY HAS MANY COMPONENTS WITH REGARDS TO COMMUNICATION, CONSUMERS CITED TELEVISION AS THEIR PRIMARY NEWS SOURCE… DESPITE SLIPPING CREDIBILTY RATINGS, LOCAL TV HAS BEEN CONSISTENTLY MORE TRUSTED THAN NEWSPAPERS OR NETWORK NEWS SOURCES THERE IS A CLEAR BUSINESS CASE TO EXCEED EXPECTATIONS AND BE A ROLE MODEL EXAMPLES OF MAJOR COMPANIES TAKING LEADERSHIP ROLES THE NEXT STEP FOR THE CORPORATE AFFAIRS TEAM IS TURNING THE STRATEGY INTO A SPECIFIC ACTION PLAN Unit of measure * Footnote Source: Source Working Draft - Last Modified 8/26/2004 3:19:05 PM Printed 7/26/2004 6:03:08 PM CONFIDENTIAL Document Date This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey Company. This material was used by McKinsey Company during an oral presentation; it is not a complete record of the discussion. Working Draft Last Modified 8/26/2004 3:19:05 PM Pacific Standard Time Printed 7/26/2004 6:03:08 PM Central Standard Time Exceprts from Meeting with Corporate Relations Team August 24, 2004 This report is solely for the use of client personnel. No part of