2. Target reimagines shopping for 2017! Come to Target, your all-in-one
destination for fresh groceries, pharmaceuticals, beer, wine, clothing, home
improvement, electronics, and more! Target will open these Superstores in eight
markets in 2017 and then continue to open them throughout 2018-2020 until they are
national in 2021.
Launch Markets
North East:
• New York
• Philadelphia
West:
• Los Angeles
• San Fransisco
• Denver
South:
• Dallas
• Washington DC
Midwest:
• Chicago
Marketing Objectives
Create National and local awareness of Target’s new Superstores.
• National Awareness: 60%
• Launch Market Awareness: 90%
• Superstore Traffic should be 15% higher than existing store traffic in standard Target
stores.
3. Who shops at Target?
Target prides itself in recognizing who
their target audience is and who it could be.
We have typically targeted wealthy, young
suburban mothers because they are the
most prevalent shoppers in our stores. They
feel that shopping at target is a luxe
experience and our low prices make them
feel the thrill of a deal. Since the economic
downturn, our focus had shifted slightly
more so to our prices which, in turn,
attracted a new type of customer.
We plan to shift our focus back to
what sets us apart with both our online
and brick-and-mortar retailer
competitors- the experience.
To do this, our target is:
• Male or Female adults
• Around 40 years old
• A parent
• Income of $60k+
• Interested in a better shopping
experience
4. Target Supermarkets will be introduced to our launch cities August 2017.
2015
2016
2017
2018
2019
2020
2021
An August 2018 announcement will be made of our plans to open more
Supermarkets across the US, we will expand our campaign nationally. TV and
Magazine ads will be used to grow awareness more rapidly.
3 months before the launch date, we will run ads on nearby billboards, in local
newspapers and spots on local television. Social Media campaign kick-off.
3 months before each launch date, we will run ads on nearby billboards, in local
newspapers and spots on local television. We will, more conservatively follow the
template of the launch market campaign.
Social media campaigns focusing on engagement will target millennial
consumers in our launch cities to gain market share from Walmart.
A consistent element between all of our ads will be our social media presence
and consumer engagement can be found using the hashtag #MyTarget.
5. 2017 Launch - Sample City: New York City
To achieve 90% awareness in our launch markets, we plan to have
advertisements on nearby billboards, local newspapers and local television stations.
New York City was chosen as the sample city because it was average in terms of sales
per capita and has a diverse customer base. When we measure the effectiveness of
the campaign we are able to determine how it can be applied to stores performing at
all levels from the perspective of individuals from many different cultures.
We would like for our target audience to be exposed to the message three
times, therefore we would like our plan to obtain 270 Gross Rating Points.
2016 Q4 2017 Q1
Launch
2017 Q2 2017 Q3 2017 Q4
Billboard
Online
Newspaper
TV
Radio
Social Media
6. 2018 National Launch
To achieve 60% awareness nationally we plan to have advertisements in national
newspapers, TV programs, and magazines in addition to local billboards, newspapers,
and television spots. Radio will accompany our launch date to provide customers with
coupons and other incentives to visit our store.
We would like these ads to be seen three times per person to ensure that they
are aware of our new offering which equates to a GRP of 180. In terms of the newer
element, magazines, this means we would like to have 3,400,000 impressions.
2017 Q4 2018 Q1
Launch
2018 Q2 2018 Q3 2018 Q4 2019 Q1
Billboard
Online
Newspaper
Magazine
TV
Radio
Social Media
7. Target’s new stores
make family errands fun
Family Fun Magazine is a magazine
for mothers and fathers around age
42 who make an average of $65,000.
Readers per copy: 2
Circulation: 2,100,000
4,400,000 impressions per ad
$40,000
