Case Study

Lets start…

Founded 1962 headquartered at Minneapolis

Second largest discount retailer

Ranks 28 in the Fortune500

Total sales $65.4 Billion

Traditional Advertising

Social Media

Public communication

Promotions

Google Target!!

Social Media

Facebook

Twitter

Print Ads

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

1.Developed target.com 

2.Social media encourage consumer to write their experience

What has Target done so well in IMC Online Marketing 

The Corporate Tug of War

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.

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

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

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”

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

New schemes by Target

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

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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)