An analysis of big box discount retailer "Target" based on the textbook "Marketing Management" by Philip Kotler.

1. TARGET
A Big Box Retailer like no other!!

2. May , 1962

3. “Cheap Chic” positioning

4. Today…
$74 billion
sales
1793 stores
#38
on
Fortune 500
350,000
employees
Today..

5. Subsidiaries

8. In-store strategies
Low Shelves Halogen
Lighting
Wider Aisles
Contemporary
imagery

9. Traditional Advertising

10. Targeted
direct marketing efforts
Strong Online Presence

11. Upscale Designer Collection

12. Sponsorships

13. Corporate Social Responsibility

15. Today…
75%
consumers
are female
97%
recognize logo
Median
age is 41
Median
income is
$63,000

16. Strategy Failure
during
RECESSION

17. Tweaked marketing
message
Added perishables
to inventory
Cut back
on
discretionary items
Damage Control

20. Target’s Brand Differentiation and Consumer
Positioning
Integrated Marketing Communications Mix
• In-Store Strategies
• Traditional Advertising
• Online Presence
• Upscale Designer Collection
• Sponsorships and CSR
Results
Strategy during Recession
Challenges Ahead

21. Disclaimer
Created by Chirag Gupta, ISM Dhanbad during
an internship on Marketing Management under
Prof. Sameer Mathur, IIM Lucknow