1. TARGET
Integrated Brand
Communication & Promotion
Brianca German
Haley Thomas
Pherin Gregory
Rebecca McAdams

2. Overview
I. Preliminary brand analysis & brand
communication and promotion audit
II. Results Research
III. Initiation of the Planning Process
IV. Finalize Advertising Plan
V. Integrated Brand Promotion Plan/Mix

3. The TARGET Market
• Demographics
– “Guests”
• Geographics
• Behaviors/lifestyles
• Psychographics
– “Cheap Chic”
• Identifiable TARGET market segment
• Market needs, wants, and demands
– “Expect more. Pay less.”

4. Strategic Position and Direction
• Brand Identity
– Logo/Trademark
– Mascot
– Slogan
• Brand Awareness
– Survey of 50 people
• 100% recognize logo and mascot
• 76% recognize slogan
• Brand Positioning
– Target vs. Wal-Mart

5. Recent Brand Communication and
Promotion Activities
• Target Short Stories
• Back-to-School
• Missoni for TARGET
campaign

6. Situation Analysis
• Historical Context
– Incorporated in 1902 in Minnesota
with Goodfellows
– Entered discount merchandising in
1962 with first Target stores

7. Situation Analysis
• Industry Analysis
– CityTarget
– SuperTarget
• Competitor Analysis
Retailing: Target Corp. Euromonitor International

8. Brand Element Assessment
• Red TARGET Logo
• “Bull’s-eye” Dog
• Slogan
• Up & Up

9. SWOT Analysis
Strengths Weakness
•Large retailer with established •Rising write-offs in cards business
presence •Higher prices compared to Wal-Mart
•Robust brand strength •High dependence on China
•Strong merchandise assortments
•Price positioning
Opportunities Threats
•Expansion of electronics and video •Low consumer confidence
games •Increased overlap in product
•Strong presence in e-commerce assortment
•Innovations in m-commerce •Increased regulations on cards
•Increased presence in the food and issued by retailers
grocery

10. Target Audience Definition
• Accessibility
– Television
– Print Advertisements
– Social Media
• Responsiveness
– 96% of Americans recognize the red bull's-eye
logo
– Consumers remember and recall Target slogan

11. Advertising Objectives
• To create or maintain brand awareness of the
Target brand
• To sustain or change consumer beliefs or
attitudes on
products, services, quality, value, and price.
• To influence purchase intent on all Target
brands
• To convert one-time users into repeat purchasers
• To encourage brand switching permanently

12. Measurement/Criteria for Success
• Ionic Bull’s-eye recognition percent of Americans
• Percentage of Brand switching amongst competitors
• Customer response to:
– customer service, product satisfaction, quality, price, and value
• Percentage of Target brands purchased / comparison
between brands
• Percentage of repeat customer
– shopping behaviors, average amount spent during each visit,
frequency of shopping.
• Percentage of customers with Target credit card (RED card)
• Percentage of customers who use pharmacy, food
commodities, and etc.

13. Message Strategy
• Objectives
– Promote Brand Recall
• Repetition Ads
• Slogan and Jingle Ads
– Persuade the consumer
– Affective Association
– Desired Social Meaning
– Transform consumption experience

14. Message Strategy
• Creative Brief
– Jason Wu

15. Message Strategy
• Media Planning
– Media Mix
• TARGET market: young and middle aged women
• Online advertising to cater to TARGET market
– Media Class: magazines, television and online
– Media Vehicles
• Top 10 Fashion Magazines
• National Channels and channels catered to the TARGET
market (MTV, Style, Bravo, Lifetime)
• Websites visited most by the TARGET market

16. Current IBP Plan/Mix
• Sales Promotion
– REDcard/coupons
• Point of Purchase
Advertising
• Support Media
– Twitter
• Event Sponsorship
– Children’s Museum of
Atlanta
• Branded Entertainment
– Exclusive partnerships