In this course, students analyzed an entertainment company to explore the various departments and operations of a business. This includes an analysis of the organization’s strengths, weaknesses, opportunities, and threats (SWOT); competitor research; and financial information. By understanding the fundamentals of what makes a business successful, students are better positioned to make informed decisions in their careers.

1. Page 1
A Market Analysis for
Roundel Media
April Tonchuk
Full Sail University
Project & Portfolio II: Business and Marketing
27th September 2020

2. Page 2
EXECUTIVE SUMMARY
This a market analysis report which provides details about the company Roundel Media,
a subsidiary of Target Corporation. It provides an overview of Roundel and explores the benefits
of its first-party data which includes demographics and psychographic insights into Consumer-
Packaged Goods (CPG) manufacturers while evaluating its role during the COVID-19 pandemic.
In addition, it addresses the impact of COVID-19 on CPG brands and the shift in consumer
purchases. Concluded are the recommendations for Roundel to provide a partnership and
valuable information to help CPG brands navigate and forecast its future strategic planning of its
brand in an effort to boost revenue.

3. Page 3
OBJECTIVE
The purpose of this report is to evaluate the shifts within buyer behaviors that may have
impacted companies of “Consumer Packaged Goods” (CPG) now that these behaviors have
shifted due to COVID-19 and the importance to determine how best to cater new insights for
future strategic planning for CPG brands and products.
RESEARCH METHODOLOGY
The information for this report was gathered using secondary research on the Internet and
databases with the use of qualitative and quantitative research. The data was gathered during the
month of September 2020. Some of the data was based on data collected at the start of the
COVID-19 pandemic and when Roundel was announced in 2019. Challenges presented are the
limited information that Roundel Media provides publicly about its clients and brands whom
partner with Roundel for insights and ad services. True results of the impact of COVID and
CPGs retail won’t be finalized until the end of the pandemic, but current information can project
new strategies and outcomes.
RESEARCH AND KEY FINDINGS
Roundel is a division of Target Corporation as a “modern media company”. As parent company
Target uses the idea of “disruptive marketing”, this media company also redefines and changes
the perception of marketing. Roundel uses a balance of empathy and analytics to provide insight
into the relationships between consumer demographics, preferences and behaviors. As for media
and ad services Round expresses the idea of “move media forward” making it meaningful for its
consumers. (Roundel, 2020).

4. Page 4
With the use of Targets
database, Roundel can use its first
party data information to have a
better understanding of a buyer’s
purchase journey of CPG brands
from start to finish. This also
allows insight into buyer loyalty.
This produces audience segments that can be used for product campaigns based on product
demographics and psychographics.
CPG brands and products will have an advantage if they can determine their current market
in an attempt to strategize future outlooks. What may have been true fourth quarter last year for
brands and products, may have drastically changed since the pandemic kicked in full swing in
February 2020. McKinsey & Company’s article “Perspectives on retail and consumer goods” from
August 2020, uses collected a “Consumer Pulse” survey data to show the impact and shifts of
CPGs in the new retail market today during the pandemic. They state businesses now are “thinking
about long-term strategic moves” to determine the “next normal” which looks drastically different
than the original plans for 2020 (McKinley & Company, 2020).
Consumer sentiment has changed when it comes to buyer behavior due to economic
changes. There has been a shift to values and essentials due to financial uncertainty, income
changes, and economic outlooks. This shift has focused to spending on essentials like groceries,
household supplies and reducing spending on elective items. The valuable data Roundel currently
has access to will assist to recalibrate and reset strategies to determine consumers purchases,

5. Page 5
consumption, rationale
and spending habits
(Covid-19: Tracking
the Impact on FMCG,
Retail and Media,
2020). According to
this questionnaire
survey collected June
15 to June 21 of 2020,
40% of respondents in the US became more mindful of where they spend their money and 31%
have changed to less expensive products in an attempt to save more money (McKinley &
Company, 2020).
Below you will see a bar chart provided by Bizvibe.com which shows the top 10 largest
CPG companies by revenue in the world. The top US companies include Procter & Gamble,
PepsiCo, The Coca-Cola Company, Mondelez International and Kraft Heinz. Considering Proctor
& Gamble is known for manufacturing laundry and cleaning supplies, they may not have a huge
impact to their
products due to
COVID-19. But they can
gain insight into how
well they may have
been doing during
COVID-19 with the

6. Page 6
help of Roundel and determine their strategic planning for the future marketing. By understanding
what consumers are spending more or less on, can greatly determine the direction that CPG brands
can look to for future strategies. Appendix A provides insight based on the “Consumer Pulse”
survey conducted by McKinley & Company as to what consumers are expected to spend less and
more on in the next two weeks compared to what they are usually spending.
CONCLUSIONS
Roundel Media Group has certainly taken a different approach to how it delivers media to
consumers. They try to anticipate the consumers next buying behavior through its first party
database. Roundels goal is to build relationships and loyalty for brands and companies. Not only
does Roundel take a different approach to how it delivers media it also has a different approach
to collecting first part data. Roundel leverages parent company Target’s consumer information to
gain insights to products. This is a trend that retailers are using, building in-house media groups,
to help brands shape products and measure a campaigns success with the use of analytics
(Pasquarelli, 2020). With COVID-19 changing the way consumers are purchasing products due
to economic factors, CPGs brands are having to re-evaluate and redefine consumer segments and
behaviors through the latest insights. Roundel offers this real-time information for its clients to
determine the possibilities and strategic outlook. It’s possible that with this newfound data, that
while consumers have shifted, so can marketing for CPG brands.
RECOMMENDATIONS
Looking ahead, Roundel’s collected data can change instantly, while creating a need for
brands to anticipate a consumers next steps and trends among CPGs. While retail media

7. Page 7
platforms are relatively new, they certainly are shaping consumer insights marketing. With the
use of CPGs being purchased more frequently than other goods at most retailers, Roundel has an
advantage of data to pave the way for brands and agencies alike.
These strategic goals to use first-party data to identify the shift in consumer behaviors
and purchasing throughout the buyer’s journey for CPG brands helps by gaining this newfound
insight. It can allow Roundel clients to increase return on investments and revenue for future
quarters and pivot its strategic planning. Based on data collected since the pandemic it can help
CPG brands greatly understand the direction consumer trends and will be easier for brands to
forecast short term and long-term effects. It would be best for Roundel to proactively dig into the
data and provide this information to its clients as soon as possible.
There remains an uncertainty of how the consumer trends will shift as the pandemic
continues but as ordinances are lifted and consumers become more adjusted it’s possible that
trends could shift again or a new normal will have developed. Roundel can certainly be on the
forefront of analytical discovery and become a pivotal partner for CPG brands in the next year.

8. Page 8
REFERENCES
Roundel. Media, re-imagined by Target. (2020). Retrieved September 05, 2020, from
https://roundel.com/index.html
These aren't just great brands. They're believers. (2020). Retrieved September 05, 2020, from
https://roundel.com/case-studies.html
Nielsen. (2020). COVID-19: Tracking the Impact on FMCG, Retail and Media. Retrieved
September 12, 2020, from https://www.nielsen.com/us/en/insights/article/2020/covid-19-
tracking-the-impact-on-fmcg-and-retail/
BizVibe.com. (2020, August 21). Top 10 Largest CPG Companies by Revenue in the World
2020: CPG Industry. Retrieved September 25, 2020, from
https://www.bizvibe.com/blog/largest-cpg-companies/
Accenture. (2020, August 13). Know Your Consumers? COVID-19's Impact on CPGs. Retrieved
September 29, 2020, from https://www.accenture.com/us-en/insights/consumer-goods-
services/coronavirus-cpg-consumer-needs
Pasquarelli, A. (2020). BUILDING THEIR OWN MEDIA NETWORKS: Retailers are
leveraging first-party customer data and brand relationships to get a larger piece of the
advertising pie. Advertising Age, 91(5), 12.
Images:
Target Corporation. (2019, May 02). Meet Roundel, Target's Reimagined Media Company.
Retrieved September 25, 2020, from https://corporate.target.com/article/2019/05/roundel
BizVibe.com. (2020, August 21). Top 10 Largest CPG Companies by Revenue in the World
2020: CPG Industry. Retrieved September 25, 2020, from
https://www.bizvibe.com/blog/largest-cpg-companies/
Roundel. Media re-imagined by Target. (2020). Retrieved September 05, 2020, from
https://roundel.com/index.html

9. Page 9
Appendix
Survey Questionnaire
Q: “Over the next two weeks, do you expect that you will spend more, about the same, or
less money on these categories than usual?”
Source: McKinsey & Company COVID19 Consumer Pulse surveys, conducted globally
between March 15 and June 21, 2020.