TARGET CORP MARKETING STRATEGY WITH INTEGRATED MARKETING COMMUNICATIONS.

2. BUSINESS OBJECTIVE STATEMENT
OWNER SHIP & MANAGEMENT
ALTERNATIVES
GOODS AND SERVICES CATEGORY
TARGET’S SWOT
OVERALL STRATEGY & SPECIFIC ACTIVITIES
DISTINCT DIFFERENCES OF TARGET AND WALLMARTS IMC STRATEGIES
WHY TARGET MORE FOCUSED ON VALUE

3. BUSINESS
STATEMENT
Target corporation is the second largest American
retailer and mass merchandiser. It offers both
everyday essentials and fashionable, differentiated
merchandise at discounted prices.

4. OWNERSHIP & MANAGEMENT
ALTERNATIVES
Publicly traded company founded in 1902 at $66.38 per share.
Retail locations are managed by the headquarters.
Within target stores there are licensed departments .
Target segments include U.S Retail and U.S creditcard.

5. GOODS CATEGORY
House hold essentials
Hard lines
Apparel and accessories
Home furnishing and decor
Pet supplies
Groceries

6. SERVICES CATEGORY
Pharmacy
Walk in clinic
Target optical
Photo centre
Portrait studio
Target RED card
In store Pickup

7. TARGET’S SWOT
STRENGHTS
WEAKNSSES
1.Not as many locations as walmart.
2.High stock out rate.
3.Limited visibility .
4.No store in alaska, hawaii..
1.Higher quality and innovative products
2.Exclusive partnerships with designers.
3.Target RED card, Target visa and Target card.
3.Appearance of their stores.
4.Price matching of online retailers.

8. OVERALL STRATEGY &
SPECIFIC ACTIVITIES
TARGET

9. PRICING
STRATEGY
1.Target corp. is overhauling its pricing
strategies as it tries to win price wars with
wal mart and Amazon .
2.Target announced it year round price
matching policy with the aim of offering
its patrons the facility to match the prices
being offered by online retail giants.

10. DISTRIBUTION
Distribution strategy
Brick
and
mortar
stores
Online Catalog
Target distributes its merchandise through a network of
distribution centers, as well as third parties and direct shipping
from vendors. Further , it provides general merchandise through its
website, Target.com ; and branded proprietary Target debit card..

11. PROMOTION
Advertising and promotional plan including social media
efforts :
Twitter
Facebook
Youtube
Instagram
Pinterest
Linkedin
Tumblr

12. SOME OF THE PAPER ADS BY TARGET COMPANY

13. OTHER PROMOTIONAL INITIATIVES
1. In 2008, Target introduces its official m as cot : “BULLSEYE”
the dog.
2. Target further promotes a positive brand image through its
social responsibity initiatives

14. TYPES OF ADVERTISING MEDIA USED
1.Features large amount of user content , such as reviews and
product image through social media.
2.Offers exclusive deals ; and quickly respond to user comments
and needs.
3. Television , print , email , direct mail , billboards , in store ,
newspaper , billboard , magazine , tv , catalog and interest ads are
the ways to reach the target audience….

15. CONSUMER PERSPECTIVE 1
PREDICTING CUSTOMER NEEDS
LARGE INVENTORY :
Target is seen as an upscale discount
store, because it has many major designers
that design a line of products just for target
HIGH END ATMOSPHERE :
Customer prefer to shop in an atmosphere where
they are treated well and feel good about the store , this
results in a willingness to pay more for items …

16. CONSUMER PERSPECTIVE 2
CUSTOMER SERVICE
Online customer service:
This hits mare of the tech savvy buyers that like to
use the internet to search , review and buy products
online than going to the store .

17. BUSINESS STRATEGY
Business strategy
model
Lowest cost Distinctiveness
Cost leader
ship
DifferentiationBroad market
Narrow
market
segments
Focused cost leader
ship
Focused
differenti
ation
INTEGRATED COST
LEADERSHIP &
DIFFERENTATION

18. INTEGRATED COST LEADERSHIP/DIFFERENTATION STRATEGY
Target uses an integrated cost differentiation strategy with
“EXPECT MORE PAY LESS” . It has helped the store deliver
greater convenience. Increased savings and
more Personalized shopping experience.
Target looks to provide the consumer
with new ways of convenient retail shopping.
Target offers price matching to its competitors and incentives
to its consumers with things such as RED CARD REWARDS . The
target crop is always looking to bring value to its guests by
finding new ways to shop with innovative products. Providing a
unique experience foe each consumer.

19. DISTINCT DIFFERENCES OF TARGET AND
WALLMARTS IMC STRATEGIES

21. IMC STRATEGIES OF
TARGET
Over the years Target has retailed a large variety of
products but has differentiated itself by marketing as
“CHEAP CHIC”. This communication strategy targeted an up
market cachet with quality merchandise at affordable
prices. They bring new trends to shelves faster than other
discount retailers and integrated “FAST FASHION” to result
in more frequent shoppers visit. Advertising campaigns such
as “EXPECT MORE PAY LESS” work to communicate their
target audience of younger, more affluent ,and brand
purchase intention with its IMC strategies..

22. IMC STRATEGIES OF
WALMART
Walmart has conveyed a brand as a discount superstore . Which
consumer perceive as cheap and low quality. Target enforces a strong
trust in its consumer of quality and high end products. Through their
integrated marketing communication strategies the brand has
become perceived as high end affordability. This differentiation is how
target has wedged itself a niche in the discount real market.

23. WHY TARGET MORE FOCUSED ON VALUE

24. VALUES ?
When the recession beginning in 2008 hit, target sales fell as
consumer migrated towards low cost necessities provided by7
discount such as walmart. With this startle in sales and revenue ,
which measured the company success , target proceeded to alter
its marketing message to address the slow economic times. They
combatted the recession with altering the products and
availability but maintained a high standard of quality at and
emphasized value more. Phrases such as “FRESH FOR LESS” and
“NEW WAY TO SAVE” helped communicate this new marketing
focus.

25. OWNER SHIP & MANAGEMENT
ALTERNATIVES
GOODS AND SERVICES CATEGORY
TARGET’S SWOT
OVERALL STRATEGY & SPECIFIC ACTIVITIES
DISTINCT DIFFERENCES OF TARGET AND WALLMARTS IMC STRATEGIES
WHY TARGET MORE FOCUSED ON VALUE
BUSINESS OBJECTIVE STATEMENT

26. CREATED BY :
K.HARSHA VARDHANA
ELECTRICAL DEPARTMENT
N I T JAMSHEDPUR.
UNDER :
PROF. SAMEER MATHUR
IIM LUCKNOW