Target Integrated Marketing Communications Analysis

Target Integrated Marketing Communications Analysis

From Target's unique value proposition (Anderson, Narus, van Rossum, 2006) of "Expect More, Pay Less" serves as the foundation of its differentiation and marketing strategies to the operational efficiencies the company has fine-tuned through its supply chains and store operations (Bowers, 2006), Target consistently exceeds its customers' expectations. Having combined the strengths of providing an attractive, comfortable, and slightly upscale shopping experience with vibrantly decorated displays and the use of the Target bull's eye logo, the company has successfully differentiated its brand vs. other discounters including Wal-Mart (Moon, 2005). A recent study by Fortune Magazine in fact put the Target logo in first place as the most recognizable as well (Cendrowski, 2008).

Creating an Integrated Marketing Strategy based on Solid Segmentation

Target has an extensive series of market research efforts in place that provide insights into their primary customer segment of young, well-educated families with median incomes of $57,000 (Moon, 2005), many of which are well-educated (44%), with a median age of 45, with 39% having children at home and 90% are female, often homemakers helping to keep their families on budget (Heller, 2006). As a result of the solid median income of Target's customer base, the branding messaging of giving consumers more than they expect works because the company has enlisted several leading-edge brands to substantiate their commitment to value. These brands include Cherokee, Eddie Bauer, Fieldcrest, Isaac, Mossimo, Sean Conway, Smith & Hawken and many others. Target's branding mix further reinforces the brand and solidifies its value proposition by exceeding the expectation of style available at discount prices for its customers (Carpenter, Moore, Fairhurst, 2005).

Target has successfully capitalized on the need of consumers to feel fashionable and in step with current trends while at the same time being fiscally responsible. This has been accomplished through the continual attention and intensity of effort to streamline the sourcing of popular yet affordable clothing and retail product lines while at the same time concentrating on keeping the branding fresh, vibrant and relevant, exemplifying retailing strategies proven to further align a brand with a consumers' self-concept (Ibrahim, Najjar, 2008).

Target's Strength in Branding Strategies Continue