Staying on Target, Case Study Example

In the recent years, Target has performed highly with respect to the firm’s integrated marketing communications strategy. In the physical stores, Target utilizes shelves that are strategically placed little with halogen track lighting. The shops havecleaner fixtures with wider aisles allowing increased visual. The signage features include contemporary imagery on lessexpensive plaques. Target attracts consumers through painting the official signature on its stores’ roofs located next to airports. Mark works on building up-market cachets for the existing brands without having to lose relevance among theprice-sensitive clients (Steverman, 2009). The firm has positioned itself in the fashion industry as a brand for high-end customers that have merchandise and trendy styles quality sold at affordable prices. While seeking to achieve the brandgoals, the marketing teams travel globally to look for trendy items. Further, Target narrows the trends within the shelvesat a faster rate as compared to its competitors (Zimmerman, 2007).

In future, the firm should strengthen its online presence. Target should broaden online presence while using social mediaas its major component in retailing and communicating to prospective shareholders. The firm will be in a position of gaining ideal insight into the shopping preferences of consumers. This will ultimately allow for increased and targeted efforts in direct marketing. The available websites will feature in-store elements coupled with virtual marketing strategiesaimed at influencing increased traffic to the store’s products (Schlosser, 2004). The social Web sites that the firm can useinclude Facebook and Twitter. Target should build on its customer loyalty through increasing young consumer bases to narrate their experiences, and access discounts.

Target has a strategic approach to competing against major retail outlets such as Wal-Mart. The firm’s marketingmessages are communicated through promissory of high-end service without sustaining the existing merchandise andperceived quality. Target also emulates gaps within the entire markets for separating retail from distinguished marketingand distribution channels (Steverman, 2009). Target also reinforces the positive brand image through significantcontribution to the surrounding communities. The firm is keen to donate 5 % of all annual revenue to social programsfocusing on social service, arts, volunteerism, and education. Target aims at building up-market environments for thebrand without losing relevance on price-conscious customers (Schlosser, 2004).

One of the distinct differences in IMC strategies includes fundamental comparative of marketing. The firm is positionedas one of the providers of premium fashion brands with the quality merchandise and trendy styles across the globe. Thecompany achieves its targets through addressing sales teams and marketing channels. As a result, Target continues to reaffirm its merchandise profile and marketing message. The company has added perishable products for sale in its inventory during the necessity also shows tough economic times involved in cutting back discretionary items of home andclothing accessories (Zimmerman, 2007).

Target did the right thing through tweaking its message and focused on value and minimally on trends. Target’s marketingmessage is strategically aimed at offering consumers unique brand and high style names. The top management alsoemphasizes on value through phrases such as “new way to save” and “fresh for less”. In the end, integrated marketingplans allow Target to attract different shoppers who lack the variety of shopping areas at discount retailing (Zimmerman, 2007). Customers are more affluent, younger, and more educated as compared to competitor attractions. Target utilizesbroad scopes of traditional advertising including radio, television ads, print ads, circulars, and direct mailers. Themessages also feature young customers with various name-brand products increasing the help made for Target’s logo(Schlosser, 2004). Target aligns itself with different athletes, sports, museums, and events through participation in corporate sponsorships. The designer line collections are some of the unique parts of the entire mix of integratedmarketing communications. Target sells a broad variety of products such as jewelry, clothing, household supplies, sporting goods, electronics, toys, and beauty and health products (Steverman, 2009).

References

Schlosser, J. (October 18, 2004). How Target Does It. Fortune, p.100

Zimmerman, A. (May 7, 2007). Staying on Target. Wall Street Journal

Steverman, B. (August 18, 2009). Target vs. Wal-Mart: The Next Phase. BusinessWeek