OshKosh BGosh, based in Oshkosh, Wisconsin, was founded in 1895 as a maker of hickory-striped overalls worn by railroad workers and farmers. The company name changed to Oshkosh Clothing Manufacturing in 1897. By 1911 its labels reflected OshKosh BGosh, the companys official name since 1937.

In the late 1960s OshKosh BGosh stumbled on a new product. For decades it had been producing heavy-duty work clothing with a few novelty small fry bibs. In 1968, the Miles-Kimball Company, a catalog company also based in Oshkosh, included a pair of kids bibs in its catalog resulting in 10,000 orders. OshKosh BGoshs big national break came in 1971 when upscale stores like Bloomingdales, Saks Fifth Avenue, and Nordstroms (to name a few) began carrying the OshKosh BGosh line for children.

By 1979, sales of work clothing were steadily decreasing while sales of childrens clothing were steadily increasing. In 1980, its advertising agency convinced the company to adopt the tagline The Genuine Article Since 1895.

In 1980, childrens wear accounted for 16% of company sales; by 1988 the percentages had flipped, with childrens wear accounting for nearly 85% of sales. In the 1990s the company expanded its product line and increased its penetration into foreign markets.

In 2005, OshKosh BGosh agreed to sell to Atlanta-based Carters Inc. for a reported $312 million.

Please take a look at the 2007 annual report for Carters Inc. Pay special attention to the letter to the shareholders beginning on page 2.

Level 1: Qualitative Questions

1. How would you define the target market segment for the OshKosh BGosh brand?

2. How would you define the market in terms of needs, demographics, and psychographics?

3. What would you suggest be added to the marketing plan next year pertaining to a specific web plan?

Level 2: Quantitative Questions

Refer to the 2007 revenues pie. Assuming that OshKosh BGosh plans to focus on the wholesale market and forecasts that retail revenues for next year will remain flat while the wholesale market will increase two percentage points.

1. What revenue in dollars will this represent for Carters?

2. What parts of the marketing plan will need to address the specific plans for achieving this target?