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Moriah M.

on 6 February 2013

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Transcript of Target

AESHM 377 Brand Strategy Case Project TARGET Jodi Varrelman, Madison Keller, Moriah McClurg, Scott Bohl, Xiaoyu Fan Thank you! 1.Company and Brand Profile 1.Company and Brand Profile 1.Company and Brand Profile 2.Target Market and Brand Positioning 2.Target Market and Brand Positioning 2.Target Market and Brand Positioning Supply Chain Management 3.Product/Brand Development 3.Promotional Development/Advertising 4.Planning and Implementation of Brand Marketing Key Brand Elements 5.Measuring and Interpreting Brand Performance and Brand Equity: 5.Measuring and Interpreting Brand Performance and Brand Equity: 5. Measuring and Interpreting Brand Performance and Brand Equity: Key Brand Elements
Primary and Secondary Brand Associations
IMC Activities Focus on being "cheap chic" Affordable w/ higher quality
Higher end brands and materials Advertising
Print and commercial Logo Red Primary Associations "cheap chic"
better quality of products Target Corporation is one of the nation’s largest retailers with three independent supply chains

Logistics is a large part of business when distributing to so many different product categories.

Target turned to e-transportation leader NTE which is a leading electronic components supplier. Balance at a low price with style and quality.

Deliver a shopping experience that is preferred by their customers, whom are referred to as ‘‘guests,’’ is supported by their strong supply chain and technology.

Target devotes 40% of shelf space to apparel and home items

Offer eliminated time assortment from high fashion designers and departments such as Neiman Marcus as well as other private labels. In 2012 Target collaborated with Neiman Marcus.

Well known for there holiday campain such as their "Big Dog" campain

For the past 10 years, the snowboarder and skateboarder champion Shaun White has partnered with Target Target Corporation has its headquarters on Nicollet Mall in Minneapolis, near the site of the original Goodfellows store.
George Dayton founded the company as the Dayton Dry Goods Company in 1902 in Minneapolis. The first Target store was opened in 1962 in Roseville, Minnesota.
Today, Target is the largest discount retailer in the United States, behind Wal-Mart. The Company has 189 Zellers sites. It operated 37 distribution centers at January 28, 2012. At January 28, 2012, it had 1,763 stores in 49 states and the District of Columbia. -The Company operates Target general merchandise stores, which offers an assortment of general merchandise and a more limited food assortment than traditional supermarkets.
-With its “Expect More, Pay Less” brand promise,
-The image of Target is a retail store that offers “more for less.”
-The culture of Target is largely based on the relationship between the corporation and its customers. Target customers, referred to as “The Guest” are on average younger, well-educated and affluent.
Target has driven to expand on customer help and convenience, by not only being the favorite one-stop shop but also enabling customers to access Target via mobile phone apps as well as a newly revamped Target.com and social media sites. Target and Geographic Market
Young, affluent, college graduates
Young, well-educated women with above average income and active lifestyle
Median age of customer is 42
Median household income is about $60,000
About 80% attended college
51% competed college
Located in 49 states
Also in Canada, India, and Latin America
Regular and Super Stores
Smaller stores for urban dwellers City Target Brand Positioning

Brand associated with high-end shopping
Humorously referred to as "Tarzhay"
"Bull's-eye" depicts a brand that aims straight for consumer
"Expect More, Pay Less" emphasizes improving simple everyday products
Renovation and remodeling to improve layout
P-fresh initiative adds more fresh food grocery items
Match competitors online prices (Amazon, Wal-Mart, Best Buy, and ToysRus)
Weekly ads and product information can be accessed via mobile devices Brand Positioning

Partnerships with well-known designers attract customers(Isaac Mizrahi, Michael Graves, Mossimo Giannulli, and Liz Lange)
Lower priced, short-term lines are offered by high-profile designers Depending on success, longer-term designer shops are set up in select stores
Produced a "shoppable" three-part movie with Hollywood actors
100 Target products were displayed during movie and made available for ordering after viewing
First company to launch ads in prestigious New Yorker magazine (August 22nd edition)
World renowned illustrators incorporated Target bull's-eye in every single ad Secondary Associations
Advertising IMC
Loyal customer base
Cohesive marketing Recent Accomplishments-
- 2011- $68.5 billion in sales
- 2011- 21 new stores with P Fresh
- 2012- 4 City Targets opened in L.A., Chicago, Seattle, and San Francisco
- Spring 2013- Expanding into Canada What sets Target apart from its Competitors?
-Internally customers are referred to as guests
-Partnering with Missoni and Isaac Mizrahi
-Sleek, clean and comfortable store environment Brand Equity
-Private label products are often around 30% cheaper than name brand products
- 2009 – Target released the “Up&Up” brand to replace the “Target” brand merchandise
- New packaging included a clean, sleek look with a low price point
-Other brand expansion strategies include renovations to stores to include grocery items and relevant merchandise trends as well as an increase in celebrity brand partnerships
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