Download - Target case study
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Case Study
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Lets start…
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Founded 1962 headquartered at Minneapolis
Second largest discount retailer
Ranks 28 in the Fortune500
Total sales $65.4 Billion
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Traditional Advertising
Social Media
Public communication
Promotions
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Google Target!!
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Social Media
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Print Ads
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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
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1.Developed target.com
2.Social media encourage consumer to write their experience
What has Target done so well in IMC Online Marketing
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The Corporate Tug of War
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The Corporate Tug of WarWalmart 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.
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The Corporate Tug of WarWalmart 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
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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
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Did Target do the right thing by tweaking its message to focus more on value and less on trends?
“new way to
save”
It changed its marketing phrases to
“fresh for
less”
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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
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New schemes by Target
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CreditsWebsites• 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
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DisclaimerThis presentation was made by Pranjal Dixit IIT Kanpur during a marketing intern under
Prof. Sameer Mathur IIM Lucknow.(See www.IIMInternship.com)