Mark DiMassimo Market Quotations

They basically focused on an icon for price, so your product has become either irrelevant or known as cheap, ... Now you're doing a campaign on cheapness while you have competitors who have cornered the market on cheapness.

There is no quick fix for Kmart, and that's a problem given their financial situation, ... They really have to go through the process to figure out who their customer is, or could be. They kind of just sat there and let everybody eat at their market from all sides. They have to find their new relevance. They may be dreaming of a mass market that doesn't exist for them anymore.