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Post on 22-Jan-2018
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Introductions
Target in a Nutshell
Current Target SWOT
The Other Guys
My Pantry & Cartwheel 2.0
Post My Pantry SWOT
Next Steps
OVERVIEW
WHO ARE WE?A PRETTY SWEET BUNCH
Hometown: Chesterfield, MO
Marketing Major
Senior (WOOO!)
Target Addiction: Café Pretzels
EMILY KROKSTROM
Hometown: Kuala Lumpur, Malaysia
Marketing Major
Senior
Target Addiction: Dollar Spot
AMALINA ZAINAL
Hometown: St. Louis, MO
Marketing Major
Senior
Target Addiction: Socks!
KYLE FURLONG
Hometown: Moberly, MO
Marketing Major
Senior
Target Addiction: Athletic Apparel
KELSEY BOARDSEN
Hometown: Washington, MO
Marketing Major
Senior
Target Addiction: Mossimo
NICK EATON
TARGETIN A NUTSHELL
1795 Stores in the United States
38 Distribution Centers
347,000 Team Members
5th Most Visited Retail Site with 51 Million Visitors per Month
TARGET FACTS
“How can Target use E-Commerce and
their mobile platform as effective cross-
channel marketing tools to drive sales
and profitability at their in-store brick
and mortar locations?”
PROJECT ANALYSIS
November to January Online SalesIncrease of 36%
Fueled by Holiday Free Shipping
Time Spent Browsing/Shopping on MobileRose 251% in March
Nearly 100,00,000 Hours
Same-Store Sales in the U.S.Grew 3.8% in 4th Quarter
Higher Store Traffic
Higher Online Sales
SUPPORTING DATA
Groceries as Low-Margin Profit DriverWalmart generated $267 billion (56% of Profits)
85% of Grocery Shoppers Visit 2x Per Week
42% of Shoppers Visit More Than 2x Per Week
Cartwheel and the Target App76% of Mobile Shopping/Browsing Time
That’s 76,000,000 Hours on Target Apps
Cartwheel UsersSpend 30% More Per Trip
Visit More Often
SUPPORTING DATA
STRENGTHS WEAKNESSES
• High Brand Recognition
• Strong Online Presence
• Wide Variety & High Quality
Products
• Excellent Customer Service
• Limited Awareness Outside of U.S.
• Bad Lingering Effect of Credit Card
Scandal
• Fewer Locations Than Competitors
(Walmart)
SWOT
OPPORTUNITIES THREATS
• Expanding Stores Internationally
• Engaging Online Customers to
Drive In-Store Sales
• Improving Shipping Services
• Walmart
• Online Retailers
• Retailers Who Provide Free
Shipping
THE OTHER
GUYS
COMPETITIVE ANALYSIS
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Strong Retail Brand
Values Money for Customer
Low Prices
Target’s Biggest Competitor
WALMART
Family Owned Grocery CompanyHeadquartered in St. Louis, MO
100 Supermarkets in:Missouri
Illinois
Indiana
Iowa
Wisconsin
Sales of $2.6 Billion
Schnucks CooksRecipes
How-To Videos
Cooking Classes
Magazine
SCHNUCKS
Online Retailer
14 Million Mobile-Only Visitors in USAge 25-34
AmazonFreshTest Market
Potential Threat
Subscription ServiceOffers Discount
Scheduled Monthly Orders
No Fresh Produce Online
AMAZON
Popular Brands at Low Prices
Dollar General Nation’s Largest Discount Retailer
Increased Emphasis on Grocery
DOLLAR STORES
MY PANTRY
& CARTWHEEL 2.0
Improve Grocery Sales
From 21% of Sales ($15 Billion) to 25%
Improve Target House Brand Grocery Sales
By 3% Compared to Non-House Brands
More attention to Existing Target Recipes Page
Partnership with Cooking.com
Gain 1 million New Users to Cartwheel
OBJECTIVES
Millennials
Age 21-30
Health-Conscious
Young Professionals
Career-Oriented
Busy
Tech Savvy
Urban & Suburban Areas
Lower-Middle Income
TARGET MARKET
Newly Employed with Entry-Level Job
Lives with a Roommate in
an Apartment or Small Home
Interests Include:
Being Outdoors
Spending Time with Friends
Online Shopping
Travel
Yoga
Prepares Dinners at Home &
Packs Lunches for Work
MEET CHLOE
TARGET RECIPES
CARTWHEEL
MY PANTRY TAB
MY PANTRY TAB
Provide Recipe Cards in Grocery
Encourage House Brand Purchases
Advertise Cartwheel Offers on Shelves
Provide Related Info on Shelf Tags
Scan with Cartwheel for Recipe Ideas
IN STORE
Recipes for Grocery Section
Coordinate with Promotions
Scan with Cartwheel for Recipe
WEEKLY ADS
POST MY PANTRY SWOT
STRENGTHS WEAKNESSES
• Increased Target Recipe Awareness
• Increased In-Store Foot Traffic
• Increased Average Basket Size
• Added Awareness of Cartwheel
• Focus on Risky Target Market
• Focus on Low Profit Margin Dept
• Grocery Weaker Than Competition
• Increased Spending on Developers
OPPORTUNITIES THREATS
• Engaging New Target Market
• Potential Increased Sales for Other
Product Categories
• Increase in Grocery Profits
• Possible Decreased Sales in Other
Product Categories
• Competitor Recipe Strategies
• Food Expert Criticisms
1. Begin Development of My Pantry Tab
2. Run Focus Groups to Increase Usability
3. Develop Multi-Channel Marketing Campaign
4. Release Cartwheel 2.0 in App Store
5. Make Millions. No. Billions.
NEXT STEPS
http://pressroom.target.com/corporate
http://www.statista.com/statistics/271450/monthly-unique-visitors-to-us-retail-websites/
http://www.startribune.com/business/294015961.html
http://seekingalpha.com/article/2297975-targets-traffic-issues
http://fortune.com/2014/06/05/target-cartwheel/
http://www.statista.com/topics/846/amazon/
http://www.mobilecommercedaily.com/targets-cartwheel-on-a-roll-with-7m-plus-users-new-features
http://www.wsj.com/articles/target-revamps-groceries-for-millennials-1425350121
http://www.target.com/r/recipes?ref=sr_shorturl_recipes
WORKS CITED
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