Presentation on Case Analysis of Target.

3. TARGET: ”CHEAP CHICK” RETAIL
Acquired many names since its foundation in
1962.
Different from Kmart and Walmart.
Focused on Price-Conscious Consumers.

4. BRAND IMAGE
• High fashion brand with trendy styles and quality
merchandise.
• Affordable price.
• FASTER in bringing the LATEST TRENDS and
FASHION.

5. MORE TARGETED AUDIENCES
BY PARTNERSHIPS

6. ATTRACTING CUSTOMERS

7. MARCOM
“EXPECT MORE, PAY LESS”
• Signature red bull’s eye on stores near the
airport.
• Low shelves, halogen and track lighting,
cleaner fixtures.
• Signage on less expensive materials.

9. TARGET IN SPORTS, EVENTS
AND SPONSORSHIPS

10. TARGET ONLINE
• Target.com
• In store items and Web-only items.
• Insight into consumer's shopping
preferences.
• Consumers using social media for sharing
experiences, discounts and findings.

11. SOCIAL INITIATIVES: POSITIVE
BRAND IMAGE
Donates more than $5 million a week for education and social service.
Donated 16 million pounds of food in 2008.
Sponsors discounted or free days at art museums.

12. TARGETED MARKET SEGMENT OF
TARGET
Young and more educated than its
competitors.
Result of Integrated Marketing Plan of
Target.
97% of US consumers recognize the Target
BULL’s EYE.

13. TARGET’s MCM DURING 2008-09
RECESSION
Sales were hurt.
Consumers shopped at low cost Walmart.
3/5th of average Sales at Target.

14. TARGET’s MEASURE AFTER
RECESSION
• Added perishables to the inventory.
• Cut back on discretionary items such as
clothing and home accessories.
• Emphasizes value more, “fresh for less”.
‘’new way to save.’’

15. What has TARGET done well over the years?
• Exclusive partnerships with many brands.
• Uses variety of tactics to communicate its cheap chick
positioning.
• “Expect more, Pay less”.

16. How does TARGET compete against WALMART?
• WalMart perceived as cheap and low quality.
• Target’s marketing message focused on offering consumers
high style and unique brand names
• Emphasizes value more, using phrases such as “fresh for less”
and “new way to save”.

17. Did TARGET do the right thing by tweaking its
message to focus more on value and less on
trends?
Yes, it distinguishes Target from other big-box retailers.
Offers consumers high style and unique brand names yet
at affordable prices and without losing its name.

18. TARGET TODAY
• Second largest discount retailer in US.
• $65.4 billions in sales in 2009.
• Ranks 28 on Fortune 500 list.

20. TARGET
PRODUCTS
PARTNERSHIPS
MARKETING
ONLINE

21. DISCLAIMER
• Created by Mayank Tanwar, IIT Delhi, during
Marketing Management Internship 2016
under Prof. Sameer Mathur, IIM Lucknow.