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- 1. Marketing Communication Plan Presented by : The ACTD Team Ava Mackey, Cameron Eaton, Tammy Naramore, Tiyana Jordan, Dana Dobbs
- 12. Product Analysis Cont’d In addition to private label and exclusive designer brands, TARGET stores carry almost all national brand items for households, pets, and health/beauty. TARGET offers high end brand health & beauty products not easily found at competing discount retailers, such as Biolage, CHI, and Redken. TARGET offers high quality, affordable clothing & apparel for the entire family. TARGET recently designed a new fit system for their women’s jeans & pants with a color-coded numbered system to make shopping by fit preference easy and straightforward. target.com offers an expanded selection of household goods and furniture.
- 13. Product Analysis Cont’d TARGET sales based on product category: Household essentials 23% Hardlines 22% Apparel/Accessories 20% Home Furnishing & Décor 19% Food & Pets 16%
- 20. Target Markets, Cont. • Target Market 1: Being that 93% of Target’s regular shoppers are women, it would make sense to market their stores to the male population. Men also have to shop and I am sure that they like to save money too. • Example: Target currently has a small automotive, hardware, and sporting good departments. They should air commercials, directed at men, showing these departments. Target Market 2: Target a lower income bracket. The average income for Target shoppers is $63K. Considering income levels are dropping and other economic woes, Target would be wise to market their “Expect More-Pay less” philosophy even further. • Example: Instead of trying to run head to head with Wal-Mart, I would suggest emphasizing the value you receive. Wal-Mart cannot compete with Target in respect to their designs. Apparel and home décor are areas that Target excels in. Market the quality you get for your money and that may appeal to the frugal shoppers that feel Target is an expensive place to shop. By stressing the pay less of their “Expect More-Pay less” tune they could win new shoppers looking for fresh merchandise.
- 21. Target Markets, Cont. • Target Market 3: The median age of the Target shopper is 41 years of age. Since Target is a trendy, hip place to shop they need to market themselves to the younger generations. While they have done this to some extent with their commercials, I feel more could be done in other area. • Example: Run commercials or print ads showing the current “hot” celebrities popular with the 13-21 age group. Run promotions on products and events with these celebrities to engage the younger generations. • Target Market 4: Target should target the new parents. Target currently has a baby registry for expecting parents. They should consider running promotions for the new parents once the baby is born. • Example: If you register for your baby shower at Target, the parents could receive a thank you gift in the form of a coupon to obtain a free welcome package for the baby. This could include Target brand merchandise suitable for baby i.e. baby wipes, diapers, a blanket, etc. It could also contain coupons for money off Target brand baby clothes, toys, baby furniture and more. This may encourage more people to register at Target and bring in more business.
- 28. Budget allocations for communications elements: 40% - Advertising – Creative visual advertising is essential to brand identity and to connect with and engage customers. 20% - In store & regional sales promotions- Exciting in store events are essential to connecting customers with community. 20%- Direct Marketing- A personal touch with a special thank you spiff included to let those we value know how important they are and what impact they make. 20%- Public Relations - To educate and raise awareness about the Target giving programs and the impact it makes on others.
- 59. Summary TARGET stores are known for their reputation to provide value and quality to all consumers. By offering an expanded selection of products, TARGET can please even the choosiest shopper. Focusing on lower traffic areas of the store, such as sporting goods and toys, TARGET can make any department in it’s stores comparable to specialized stores such as Academy or Toys R Us. Creative, innovative advertising methods that spotlight everyday household items as well as quality specialty merchandise will position TARGET as a reputable discount retailer. New and fresh advertising methods and promotions within the company will keep TARGET’s image upbeat. The seasonal/monthly marketing message strategies will focus on a variety of products throughout the year and will keep the vibe new and inspired. By enticing women to shop Target instead of competitors for daily household needs as well as for unique specialty items while simultaneously building loyalty by showing the direct link between their purchasing habits and the impact it makes in their communities. Increased usage of the internet, portable devices and social media are advertising opportunities for TARGET to utilize new methods while expanding reach and increasing market share.
Notas del editor
- Created by The Dayton Company, as an idea to form a discount store chain that would combine quality service, fashion, and a delightful shopping experience, Target was the vision of the Dayton’s already vast experience in the retail department sector. The name Target was chosen in 1962 by the former Dayton’s Director of Publicity, Stewart K Widdess.
- *May 1, 1962- Target has its grand opening in Roseville, Minnesota Target opens its doors and introduces customers to the luxury of department store shopping with retail store prices, never abandoning the idea of delightful customer service and quality products for consumers. * Three new locations are opened by the end of 1962. Stores are opened in St. Louis Park, Crystal, and Duluth Minnesota.
- Target has defined itself as a retail that brings about fresh ideas to the retail sector. With their uncompromising value, for nearly 50 years, Target has created itself to be the one-stop shopping experience to loyal shoppers. (provided is a link to Target’s 2009 Annual Report)
- Target continues to ease the strain of the economy by keeping their prices low and quality stores.
- Target offers a unique niche above their competitors by offering fashion-conscious, budget friendly merchandise for the entire family. TARGET is currently the 2 nd largest discount chain retailer, making TARGET successful, but also leaves more room for growth and opportunity.
- Recently, TARGET has remodeled stores and expanded the grocery departments. TARGET will be entering the Canadian market in the next few years, starting TARGET’s global expansion outside of the US. TARGET offers amenities and special departments such as TARGET Café, pharmacy, photo processing, optical, and Starbucks. TARGET actively contributes to communities and offers ‘green’ options that are natural, healthy and organic.
- Consumers expect value, quality and a pleasant shopping experience at Target. Consumers look for a wide range of product, variety of products, a range of price points, and customer service.
- By offering a variety of the basic items and a variety of items normally purchased on impulse or that a consumer will purchase not just because they need it, but because they want it. Displays and product placement on shelves can fit this need. Adequate staffing, clean & stocked stores, clean parking lot, and knowledgeable, friendly and empowered employees enhance the customer experience and will motivate them to continue shopping at TARGET.
- TARGET stores serves to a wide variety of consumers, with young to old ages, male and females, different education and income levels shop at TARGET. By offering variety in price, product and selection, TARGET can please the wide variety of consumers. Women and families are TARGET’s largest type of consumer. With 1,745 TARGET stores nationwide, in metropolitan, urban, and rural areas, TARGET is accessible to a large population. TARGET offers products to specifically meet the geographic needs of each area, so TARGET stores relate to the communities to by offering product to fit their needs, and thus increasing customer loyalty.
- Variety, brand, and quality are major factors for consumers to purchase at TARGET. TARGET offers private label, exclusive and national brands to fit the needs of the consumer. TARGET carries Up&Up, Archer Farms, Market Pantry, Merona, Xhiliration and Kitchen Essentials to name a few that offer quality and value. Exclusive labels carried by TARGET to meet the needs of brand name shoppers include: Mossimo, OshKosh, Converse and Eddie Bauer.
- TARGET stores offer high-end brand labels for shoppers who prefer brand name at a reduced cost. CHI, Biolage, and Redken hair products can be found at TARGET for less than a salon. TARGET’s newly launched fit numbering system for women’s jeans make finding the right fit easier. TARGET.com offers an expanded selection of household goods and furniture.
- TARGET’s sales are mostly household items, hardlines, and apparel. TARGET could re-vamp and focus on lower sales departments, such as pets and sports. Toys and electronics could be remodeled to give those departments an esthetic appeal that feels like they are at a toy store or Best Buy.
- *Walmart, currently the #1 discount retailer chain boasts over 8,000 stores and 2.1 million employees, expanded internationally into Canada, Mexico, and Asia. *Walmart is currently the #1 retailer in Canada and Mexico. Walmart is currently boasting $408 million in sales in 2009, compared to TARGET at $63 million. *Kmart, operating 1,300 stores and targets the low income market, has an average of $16 million in sales in 2009 is the #3 discount retailer.
- TARGET’s strengths in the company are offering exclusive brands that their largest competitor, Walmart, does not. Participation in community programs, such as TARGET Grants, Meals for Minds, and sponsoring art & culture programs keeps TARGET positively connected with communities. TARGET’s recent remodels and expansion of grocery selection have increased the shopping experience.
- WalMart has almost 8 times more stores than TARGET and is a global retailer. TARGET can use this weakness to become a global retailer and open new stores.
- TARGET’s reputation as a one-stop shop retailer offering low prices and quality is an advantage for TARGET. TARGET can continue to expand, grow and offer a pleasant shopping experience to their customers. TARGET’s innovation and creativity can be used to offer additional services and products to expand their consumer base. Acquiring more exclusive designer labels are also an opportunity for TARGET.
- TARGET’s leading competition, Walmart offers a full grocery and has almost 8 times more stores. Consumers have been less likely to purchase due to a slow economy, resulting in lower sales.
- They market to the consumer that may not shop at Wal-Mart or K-Mart. Target markets themselves as a department or specialty store that has discount prices. With energy, food and other day to day living expenses on the rise consumers of all income brackets are looking to save money where they can. Target can most certainly gain some of the market share from the moderately priced department stores. Target also is selling more consumables in their normal retail establishments. This may sway the customer who needs to pick up a few groceries to make one stop at Target. Target is also offering Target Red and Target Visa cards to its customers. This delivers a convenience to the consumer that desires that type of credit card. They also offer Target Rewards and Target Pharmacy Rewards programs to entice consumers into shopping there. Target also contributes 5% or $3 million to the communities they serve. By marketing themselves as a caring and contributing member of society customers may want to support a store that supports the area in which they live. Target offers products that offer quality, value, and an innovative design. They are constantly reinventing their brand, designs, and partnerships to offer newer products more frequently so the consumer does not get a stale and boring product selection.
- TARGET stores have 4 target markets: First, 93% of shoppers are women, being the largest market for the company. TARGET could advertise small automotive, hardware and sporting goods towards men. Second, TARGET’s average shopper’s income is 63k and promotes ‘Expect more, pay less’. TARGET could focus on this philosophy even further by promoting the brand, quality and value that a shopper should expect to receive from TARGET and that it’s lead competitor Walmart, cannot compete with. Walmart offers a low price, but often lacking quality. TARGET can focus on the quality of merchandise.
- Third, the median age for TARGET is 41 years of age. While TARGET has aimed at younger generations, TARGET could increase their advertisements to younger shoppers with celebrities, pop culture and new products. Fourth, TARGET can target new parents with promotions once the baby has arrived. Currently, TARGET offers baby registry, but could also offer a welcoming package with coupons to encourage shopping.
- Grocery- The Target brand food not only has a great line of products but also has a great eye catching packaging and great pricing that attracts customers. Target also has a grocery selection that concentrates on "Fresh" and healthy produce for customers Pharmacy- This tells me that they care about their customer’s health. Target provides you with what are best and what will keep you healthy. With healthcare in the spotlight of current issues, Target can market their inexpensive prescription drugs as well as the efficiency of their pharmacy. They can ensure consumers that they will provide a knowledgeable staff within the pharmacy as well as a shorter wait time to fill prescriptions.
- Target Corporation operates as a successful discount retailer, an online e-commerce store, and also a financial services entity. One in Five products purchased in retail establishments are private label products. Target thus far has an excellent reputation with their brands at this point and would be wise to continue improving and expanding them. By carrying more consumables, this could eliminate a portion of the outside vendors currently providing food items to the stores. They could market their own brands as comparisons with the national names and give out coupons in order for people to have an incentive to try their products. Another example would be to market their private label brand of electronics. Target could develop their brands of MP3 players, televisions, DVD players, etc. There is no end in sight for the products they could develop and market.
- Target continues to promote innovative marketing in order to gain more of the market
- .> Target currently has bright banners and nice photos over the grocery area they also put a "sale" flyer in the grocery store. Perhaps a POS ad would be an advantage. If they are expanding the grocery in some stores, certainly inviting customers to the "new" PFresh market with some cents or dollars off would bring more traffic in. >. Target can become a major competitor in the sale of sporting goods and apparel. Target's sporting good section doesn't seem to be very big, but they do offer a small, but nice selection of camping & sporting goods, and they are quality brands, like Coleman and Kelty. >Many customers may be under the impression that switching to Target pharmacy might be a hassle, reassuring customers of our efficient system should ease all worries.
- Each of these marketing pieces will stand as individual pieces, however when combined will build the brand by telling a story, reinforcing the identity of Target and the consumers who are committed to showing they care by shopping there.
- It’s Target’s goal to creatively and consistently reach women, especially middle-age mothers who make the buying decisions for the entire family.
- This four part campaign message strategy is designed around the daily narrative of the Target shopper. Creating an engaging campaign our shoppers will want to personally identify with. Our messages will contain consistently vibrant and engaging visual graphic design elements with striking color use and upbeat music.
- This ad coincides with Easter, Earth day, Arbor day, Daylight savings time, spring cleaning & planting season.
- This ad promotes summer free time and fun which includes volunteering with Target.
- This ad promotes backyard cookouts and patriotic parties while paying homage and supporting to those who serve us.
- This ad promotes back to school sales and excitement as well as Targets outstanding education programs.
- This ad shows people in red shirts helping others, sharing smiles. It shows shopper purchasing items and leaving them in a drop box, shows relief kits being boxed up with items purchased.
- This ad features Halloween shopping, fun and trick or treating, kids with flashlights and a community patrol officer close by.
- This ad features holiday themes of thankfulness, family, celebrations and gifting to community organizations and those in need.
- Research shows that women engage in charitable activities far more than men regardless of income level and age. Combined with the fact that more women do the shopping in family households, it is only natural to combine the two in order to increase sales and build loyalty.
- >Television is the most expensive form of advertising and requires the largest percentage >Interactive-More people are gaining information and seeking entertainment via web. Interactive advertising an essential necessity in the modern age. Television ads can be converted for multi media web ads relatively inexpensively and we can reach far more customers with less cost than with any other media. >Inserts-This is not your typical newspaper sales insert, while there will be some featured items relating to regular weekly household needs and a small % of featured seasonal items,
- The most common and popular of sales promotions are customer marketing directed sales promotions. Customers are exposed to sales promotions nearly every day. Studies have shown that sales promos do play a conscious role in the buying decision process of customers. Promotions can offer discounts on products from home décor to groceries which will influence customers purchasing habits.
- Trading sales promotion marketing targets other business entities. It is a sales promotion that may propose a certain level of distributorship and other trade functions to companies. The objective often includes obtaining or improving shelf space and position, building inventories for our brand, gaining trade support through display and advertising help and generating enthusiasm for new product introduction. Often formal and less creative than a Customer Market Directed Sales Promo, it works well in business-to-business dealings. This type of sales promo can also be limiting due to the marketer’s personal network.
- An effective and relatively expensive way to achieve a trial of a product. The expense comes from manufacturing, inventory, and distribution of special trial sizes of a product. Product trial, therefore, has become a more urgent objective to new product introductions than before. If you cannot get people to try your product, you can never achieve repeat purchase behavior. Take for instance our own brand of baby formula (Up & Up), clothing (Dwell Studio), groceries (Archer Farms), and home décor (Target Home). Product trials have become a more urgent objective to new product introductions than ever before.
- Couponing is a great promotional tool that we can use. There are several advantages that make using coupons worth considering a brand. They allow you to offer a reduced price on a product, assures the manufacturer that the savings are going to the customer and coupons offer a temporary price reduction. The disadvantages of coupons are that established customers tend to use them instead of new customers. Another disadvantage of coupons is Coupon fraud with customers making fake coupons or reuse of the same coupon several times.
- Merchandise incentives, offering products & services for free or reduced price can be used as an incentive reward for shoppers. Discount bins offering simple, quick impulse buys for a low cost promote purchasing.
- A refund or rebate obtained by a customer is typically required to send in proof of purchase to the manufacturer. Many customers are willing to do so but majority of new customer want them instantly.
- TARGET communicates to their consumers multiple ways to reach consumers. Advertising weekly deals on TARGET online, which can be personalized to the types of product the consumer is interested in can be found on TARGET.com, called ‘My Target Weekly”. TARGET’s circulars are in the Sunday paper, television ads, and social media such as Twitter and Facebook.
- TARGET maintains a positive image to consumers, by dispeling negative opinions and information about our brand. By keeping a positive image, speaking well of the brand, treating every customer right, and caring for employees and the community are a part of TARGET’s goal to keep a positive public image. While negativity is inevitable, by focusing on the positive, TARGET will continue to succeed.
- Our direct marketing campaign is an inexpensive way to communicate with our customers and engage them to participate with a call to action. These actions will be tracked and provide us with a valuable measure of our efforts. Our goal is to strengthen relationships and build loyalty with our customers on a personal level. Some of the methods used are: online surveys, postcard invites to preferred customers, and credit card inserts are effective methods TARGET can use to directly market.
- TARGET stores are known for their reputation to provide value and quality to all consumers. By offering an expanded selection of products, TARGET can please even the choosiest shopper. Focusing on lower traffic areas of the store, such as sporting goods and toys, TARGET can make any department in it’s stores comparable to specialized stores such as Academy or Toys R Us. Creative, innovative methods to advertise to consumers and keeping the message to customers fresh and creative will keep TARGET as a reputable discount retailer. New and fresh advertising methods and promotions within the company will keep TARGET’s image upbeat. The seasonal/monthly marketing message strategies will focus on a variety of products throughout the year and will keep the vibe new and inspired. Increased usage of the internet and social media are advertising opportunities for TARGET to utilize new methods of advertisements.
- General Inquiries Members of the media are invited to call the ACTD at (800) 865-5500 or email [email_address] . The Hotline is generally staffed between 8:00 a.m. and 5:00 p.m. Central Monday through Friday. Media may leave a message during other times. The Hotline voicemail system is checked periodically. We strive to return all calls within one business day. Shooting Footage Inside a Target Store If you are interested in shooting footage inside a Target store, select “ Find a Store ” on Target.com to locate and contact your nearest store. Ask to speak with the Leader on Duty to request a visit or interview. Please note we cannot accommodate all requests.