1. Target is a large discount retailer founded in 1962 based in Minneapolis, with $65.4 billion in annual sales and ranked 28th in the Fortune 500. 2. Target uses both traditional advertising like print ads as well as social media and online marketing through their website and social media platforms to reach customers. 3. Target's marketing strategy focuses on young customers and women through trendy products at affordable prices, positioning it as a higher-quality option compared to Walmart, which focuses more on low prices.

1. Case Study

2. Lets start…

3. Founded 1962 headquartered at
Minneapolis
Second largest discount retailer
Ranks 28 in the Fortune500
Total sales $65.4 Billion

6. Traditional Advertising
Social
Media
Public communication
Promotions

7. Google Target!!

11. Print Ads

13. 3.Target had uses traditional advertisement to send message
to their hip young customers
2.Sponsor big events which allow them to gain a lot of recognition
1.Pinpoint specific consumer, interest, attitudes, demographics
What has Target done so well in
IMC

14. 1.Developed target.com
2.Social media encourage consumer to write their experience
What has Target done so well in
IMC
Online Marketing

15. The Corporate Tug of War

16. The Corporate Tug of War
Walmart products are
perceived as cheap
and low quality.
Target’s marketing
slogan is “Expect
More Pay Less”
establishes as a
brand that gives good
quality .
Target’s perceived as
a high fashion brand
selling at affordable
prices.
Walmart focusses
less on quality and
more on cheap
products attracting
the lower strata more.

17. The Corporate Tug of War
Walmart targets the
family as a whole with
a special focus on
lower income families
Target’s core
consumers are
youngsters also ¾
consumers are
females.
The result of the different marketing strategies makes Target
being perceived as a brand of high quality while Walmart as a
brand that sells cheap. This did help Walmart during
recession but overall I would say Target is better brand in the
market

19. Sales were hurt
Did Target do the right thing by tweaking its message to focus
more on value and less on trends?
Consumers cut their spending shopped necessities at Walmart
So target tweaked its marketing message
It added perishables to its inventory

20. Did Target do the right thing by tweaking its message to focus
more on value and less on trends?
It changed its marketing phrases to

21. What steps can Target take to Grow
They can give 5-6 dollar cashback for each fifty dollar you spent
Improving E-commerce
Expand to growing markets like India and China
Membership cards

24. Credits
Websites
• www.google.com
• www.target.com
• www.youtube.com
• https://www.exljbris.com/delicious.html
• https://www.facebook.com/target
• https://twitter.com/Target?ref_src=twsrc%5Egoogle%7Ctwcamp%
5Eserp%7Ctwgr%5Eauthor

25. Disclaimer
This presentation was made by Pranjal Dixit IIT Kanpur
during a marketing intern under Prof. Sameer Mathur
IIM Lucknow.
(See www.IIMInternship.com)