IMC Campaign for Target

                                      

        IMC Campaign for Target

                                                    

Table of Contents                                               Page

Agency Description                                                               1

Executive Summary                                                                 2

Corporate Background                                                            3

Products          Figures 1-11                                                    4

Target Market                                                                          6

Top-of-the Mind Awareness Survey                                       6

Competitor Profile                                                                  7

SWOT Analysis                                                                      9

Positioning                                                                              14

Creative Brief                                                                         18

Creative Strategy                                                                     19

Media Plan                                                                              20

Advertising Pieces                                                                  1-5

Promotions                                                                              1

Public Relations                                                                      23

Measurement and Evaluation                                                  28

Conclusion                                                                              30

References                                                                             

Appendix   Competitors

                   Target Products

                   Top of Mind Survey

                   Focus Group Plan

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Tagline: Let Henry send your Messages into Cyberspace!

Services: Advertising, Media Selection, Car Wraps, Bill boards, Subway signs, Public Relations, Environmental Signage, Web Site Design, television and radio commercials, Direct Mail, Newspaper and magazine ads, text messages, air stunt messages, Internet messages, Banner ads, Pop-ups, Promotions, events, and pageants.

Mission: To connect our customers with their target audience-using Cyberspace, traditional and non-traditional media, advertising, and any vehicle appropriate for the message.

Specialty Interest: We love new media and want to help you reach your target electronically and digitally. We think outside the box to get your message to your target audience. We have youthful, cool kids on staff for messaging to the youth culture. We love Cyberspace. We will send your message electronically to your cool target audience using the Internet, car wraps, bus signs, concert flyers, school programs, land, air, sight, and sound. Let us launch your message!

 

Target Teen Executive Summary

     As a discount retailer since 1962, Target wants to capture the teen market. From their 1500 stores and 300,000 employees, they brought in revenues of $2,408 billion. On the NYSE, it trades as TGT. Target sells video games, electronics, cosmetics, clothing, sports apparel and equipment, shoes, and hats. Target will spend $100 million to reach teens.

     Expect more. Pay less. Customers expect quality goods at quality prices. Target embraces diversity, returns 5% to the community, and protects the environment.

     Competitors include Wal-Mart, K-Mart, Abercrombie and Fitch, Wet Seal, Old Navy, J.C. Penney’s, Macy’s, Kaughman’s, and Kohl’s.

     The campaign objective is to engage teens age 13-17 and encourage their adopting Target products relevant to them such as tees, cropped pants, iPods, and video games.

     The target market is teens age 13-17. Demographically, they are expressive, “in your face,” impatient, skeptical, and big on digital communication with peers. They text message, use the cell phone, watch television while doing homework Multitasking comes easy to them. To reach them we must use the Internet.

     The Strategies include television and radio ads, coupons, onpacks, point of purchase coupons, Internet ads, e-mails, direct mail, magazine ads, and in store signage.        

     Public Relations include Teen Target Toy Drive, Honor Teen Volunteers , Give blood to the American Red Cross, and Honor a Veteran.                     

     To measure advertising effectiveness, we will compare the numbers of iPods, Teen Target Credit Card and backpacks sold before the campaign started and after it commenced. We will do mall intercepts and online surveys.            Target wants teens.                 

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Target Corporate Background

     Target is an upscale discounter that sells trendy high quality products and services for home and office. Their stores are clean, spacious, and guest-friendly. CEO is Bob Ulrich, and President is Gregg Steinhafel. According to www.target.com, in 2006, Target Corporation earned $2,408 billion. It trades as TGT on the NYSE at 60.47. In 47 states, Target has 1500 stores and 300,000 employees. After building the first Super Target in Omaha, NE in 1995, they have opened 175 more Target Superstores. They follow the 1938 Fair Labor Standards. The median age of the guests is 41, and household income is $58,000. 43% completed college and have children at home.

     History: Target has it origins with the  Marshall Field Company founded in 1881 and with the Dayton Company, which was founded in 1903. The first Target store opened in Roseville, Minnesota in 1962 as a discount retail store selling trendy goods at affordable prices. The first Target Greatland opened in 1990. In 1995 Target introduced the REDcard, their store credit card and opened the doors to their first superstore in Omaha, NE. In 1968 the Dalton Company adopted the Bull’s Eye Logo. In 1975, Target became the number one producer of Dayton Corporation. It was renamed Target Corporation in 1995. Four years later the web site is developed as www.target.com, and online sales become successful, especially to younger, Internet savvy shoppers.

     Target core values are to provide discount, trendy goods at a fair price, embrace diversity, protect the environment, and give back to the community. Target returns 5% of its annual income to community organizations that make positive changes such as the American Red Cross, the United Way, and the Salvation Army.

     Target’s mission is to sell quality goods at a fair price. Expect more. Pay less.

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             Target sells trendy clothing, cosmetics, office supplies, meat, produce, and groceries. Super Targets have pharmacies, delis, photo processing, Food Avenue Restaurants, and banking. Expect more. Pay less.

Target Products.

1.     Play station 3. Play Station 3 sells for $499.99. There are many accessories and games available. Every teen surveyed listed this item as a source of entertainment. Figure 1.

2.     Ipod. MP3 Player for $249.99, IPOD Nano. There are a variety of cases and appurtenances for this product. Downloading music is a popular feature. They listen to the iPod in school, at athletic events, and while shopping. They can tune out unwanted messages while listening to the iPod. It helps them multi-task. Figure 2.

3.     Pro Spirit Cropped Pants for $14.99. The cropped pants are now very popular, especially as we enter spring. They are chic and trendy. It matches the hoodie to complete a spring outfit for a teen. Figure 3.

4.     Pro Spirit Hoodie for $14.99. The hoodie is very sporty and fashionable while it provides protection from wind and weather. Figure 4.

5.     Stranded Screen T-shirt for $12.99. This T-shirt was a popular and casual shirt chosen for it modern message and color. Figure 5.

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6.     Mossimo Boys Bootcut Jeans for $34.99. The teens love this style of Jeans and can  

wear them to school and social functions. It looks good with the T-shirt in figure 5. Figure 6.

7.     Xhilaration Swim Suit for $14.99. For girls, the swim season is just around the corner. This popular, colorful 2-piece swimsuit will be popular at the pool and at the beach. Figure 7

8.     REDcard. The popular credit card gives the teen experience with managing credit. There is less chance of wild spending by using a store specific card. There is 10% off the first purchase. A credit card is convenient. Figure 8.

9.      Summer flip flops. A trip to the beach needs bejeweled summer thongs to protect feet from hot sand and match the swimsuits. $7.99 Figure 9.

10.  Jansport Back Pack and acouterments such as cell phone and music attachments. Figure 10. Students carry their books and equipment to school, functions, and the mall. $24.99.

11.  Frisbee. Teens love to toss and catch. A Frisbee is easily transported to the beach and friends houses. It can be tucked into the back pack or gym bag. $7.99 Figure 11.

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Target Market Description

     The target market for this campaign is teens, age 13-17, which falls into Generation Y. They are highly expressive, individualistic, and impatient. According to Hatcher in JMIC,

they hear 3,000 advertising messages everyday, and filter most out. They are the first “online generation,” and watch television, e-mail, and text message at the same time. Not wanting to become sensory overloaded with too many messages, they pay attention to messages that affect them while ignoring the others.

     According to Wilson (www.Retailwire.com), they enjoy communicating with each other through podcasts, cellular phones, e-mail, and posting on MySpace. They respond to online messages, interactive campaigns, and pop-ups. Traditional advertising is less effective to this Generation Y. They listen to messages relevant to them.

    They enjoy protecting the environment, shopping concerts, and sports events. Many like trendy clothes and want to be “Cool.”

Top-of-Mind Awareness Survey and Competitor Profile

     From the local running club and women’s tennis club, 20 young men and women, age 13-20, volunteered to participate in the focus group to assess, analyze, and report consumer attitudes about Target brand. The results favored Target, Wal-Mart, and K-Mart. They also shopped at Kohl’s, Magic Mart, Macy’s, Abercrombie and Fitch, The Gap, J.C.Penney’s, and Kaufmann’s based on the survey.

     The top-of-mind awareness is high for Target. Customers favor Target.

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     All 20 participants rated Target as a favored trendy discount store where they will purchase clothes, cosmetics, electronics, and sports equipment. They rated Target above Wal-Mart, its closest competitor for a favored shopping experience. Only 2/ 20 preferred Wal-Mart over Target. The two liked Wal-Mart because it was closer by 70 miles. The name is well recognized, and all remembered the bull’s eye logo. All 20 used the web site for product evaluation and possible purchases. “It’s easy to place an order.” The ease of check out and product evaluation were reasons for liking the web site and online sales. All 20 liked the web site. All 20 liked Target brands such as Mossimo, Xhilaration, Apple, and PlayStation. Most were not entirely brand loyal. Most liked the layout of the stores and the openness. All enjoyed shopping at Target more than at Wal-Mart or K-Mart. Though they shopped at other stores, none shopped there very much.

Competitor Profile

K-Mart

     K-Mart merged with Sears March 24, 2005 to form Sears Holdings Corporation, which is SHLD on TNYSE at $5.59 per share. It has an annual net income of $1.5 billion from 3800 stores. It is the third largest discount retail store. Figure 1. The teens feel that K-Mart is for families and adults, not teens. They do not have chic, trendy teen clothes.

Wal-Mart

     The largest competitor is the discount store is Wal-Mart, which opened its first store in Rogers, Arkansas in 1962. According to www.walmart.com. the mission is to foster open

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and honest dialogue with elected officials, opinion makers, and community leaders that conveys the positive contributions of Wal-Mart to working families. “We believe that Wal-Mart provides value to customers, to its associates and to the communities it serves.” It trades on NYSE as WMT. There are 6500 Wal-Mart stores in 14 countries. In 2005, it made $312.4 billion in sales. Figure 2. Teens liked the lower prices at Wal-Mart, but liked the trendy nature of Target better. If the Wal-Mart is closer, teens will shop at Wal-Mart more than Target. Proximity matters.

Gap

     Since Gap opened it first store in San Francisco, it captured the attention of teens. Gap sells vibrant Tees, tanks, polos, jeans, and sportswear. Teens age 13-17 shop in the upbeat stores. Many order online at www.gap.com. Cool matters. Figure 3.

Abercrombie and Fitch

     The seductive ads and handsome models attract teens age 13-17 to Aberchrombie and Fitch. The stores sell branded clothing to teens and young adults. From www.abercrombie.com teens can preview clothing and merchandise. They can order online or in the stores. Sex sells clothes to young teens, too. Figure 4.

Old Navy

     For tees, jeans, tops, jackets, and jewelry, teens find Old Navy a good value. The rugged store sells jeans from large piles. Stacked in large tables are branded tees, tops, and jeans. Many order online at www.oldnavy.com. Price matters. Figure 5.

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Urbanoutfitters.com

     This online opportunity gives teens age 13-17 time to search for online products in the comfort of their own home.

Wet Seal

     Another up and coming competitor is Wet Seal. From fashionable tops and tees to trendy purses and bags, Wet Seal captures teens age 13-17. From www.wetseal.com, teens can peruse clothes and order online. Figure 6.

SWOT Analysis

Strengths

As a large retail, discount store, Target has much strength.

1. The company culture is based on discounted products at a fair price. Target is progressive, trendy, customer friendly, diverse, and concerned about the environment. They guarantee their products, will exchange, return, and refund unacceptable merchandise. The customer can view transactions and account information online and make corrections online.
2. Target’s company image is very positive in that it is trendy and customer friendly. Customers expect good customer service in large spacious stores. Expect more. Pay less. The stores are attractive, chic, and filled with many choices.

3. The key staff has many years of experience in retail. The CEO is Bob Ulrich, and the President is Gregg Steinhafel. The Board of Directors and regional managers

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have many years of retail experience. By keeping their key staff, they offer continuity and loyalty. They enjoy fringe benefits such as pension plan, sick leave, paid vacation and paid holidays, bonuses, family leave, health insurance, and disability insurance.

4. Their position on the experience curve is very high since they started 126 years ago. Target started as Marshall Field in retail in 1881 and has been growing as retail store called Target since 1962. For 45 years Target has grown as an experienced discount retail store.
5. They operate efficiently and show yearly profits. Each share grew by $1.29 in 2007. In 2006, Target enjoyed net earnings of $1.119 billion.
6. They have excess operational capacity. They employ realtors who constantly buy  and sell retail and whole sale buildings. They have vast array of buildings in which to expand. Target has the capacity to build Targets and Super Targets.
7. Target’s 2 ring red target has a highly visible brand awareness logo, according to Henderson and Cote in the Journal of Marketing.
8. Target enjoys 13% of the Market Share.
9. Target owns many financial resources such as real estate, products, and investments. They own 1502 stores in 47 states, many buildings and pieces of

land in all 50 states and in Washington D.C. Their online store is a source of financial strength.

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10. For their pensions and disability policies, they own many annuities, stocks, and bonds. They have warehouses and a web site.
11. Target operates with 708 exclusive brands, which include Spectrobes for Nintendo DS and CD Nashville Now: Red Mix. Target has 95024 exclusive Target brands.
12. The market trend acknowledges that this demographic purchases $13 billion in goods, and that amount is expected to increase.
13. Target partners with fashion designers like Rachel Ashwell and Victoria Hagan. Their electronic partnerships help sell quality computers and MP3’s. The targeted demographic likes these partnerships.
14. Target offers a wide range of services and products that include optical, pharmacy, photo shop, food service, department store, and groceries.

Weaknesses

1. Target’s customers are used to good service in the store and online. The average customer age is 41. They expect a baby and bridal registry. This campaign needs to reach a less polite, impatient, rebellious, and more demanding customer age 13-

17. Online is a great place to reach this customer.

2. The discount retail market is saturated with competitors such as Wal-Mart, K-Mart, Magic-Mart, Old Navy, and Tanger Outlets. The youthful demographic shops online at all these stores and in person. Department stores compete for the

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same target such as Kohl’s, Sears, Kohl’s, Wet Seal, J.C Penneys, Kaufmanns, Macy’s, and Albercrombie and Fitch. Specialty stores compete for cosmetics and baby wares such as Bath and Body, Evelyn Crabtree, Body Works, Baby and More, and Toys R Us. Movies, entertainment, food, sports, and events vie for this demographic’s time and money.

3. Supplies come from around the globe. The high cost of transportation increases the global purchases. Many consumer products are made in Asia where labor is inexpensive.

          Many soldiers and union workers will make “made in USA”

purchases. Clothes come from Bageldesh. Baby rattles come from China. Furniture comes from Canada. War, gas prices, disturbances abroad effect supply chain.

4. Society has changed. Teens aged 13 – 17 are impatient, rude, and very demanding. Unlike their parents who matured during civil rights and the Viet Nam War, this group knows more prosperity from their families. They grew up “online” and expect Target employees to have the same technical expertise. Their needs have been met, and they become used to instant answers and results. The usual advertising messages will not reach this group since they do not widely read newspapers or wade through endless television ads. The ad must stand out to reach this age group.

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5. The organizational structure is based on a public traded company. This is cumbersome and makes decision making out of the hands of creatives and into financial hands.There are local managers, a CEO, company president, board of directors, and regional managers. When a retail company reports to a public board, some retail decisions might not be made that permits Target’s growth, unless a profit is made in short time.  Some retail decisions do not yield an immediate profit in time for a board to see. The cumbersome nature of answering to a Board of Directors is a creative weakness.

Opportunities

1. Technology. Target has an opportunity to develop and maintain a strong online presence. Since the teens have technical savvy, Target needs a well-developed technical staff. Questions need answered quickly online, on the phone, and on text messages. Target.com can reach this demographic and personalize messages and shopping.
2. Target contributes $3 million per day to the communities. Target promotes organizations that seeks to improve the community like civic centers, the American Red Cross, and the Salvation Army. Because of hurricanes, tornadoes, floods, and natural disasters, Target has many opportunities to donate money for good causes.

Threats

1.     Political and Regulatory environment. Target Corporation answers to investors and a board of directors. They are interested in profits. Some retail decisions do not show

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immediate profits, and a board of directors might not share the same vision for the store. Target operates in the public arena, and their finances are transparent. They

must follow all country, state, national, and local laws. They must embrace diversity, avoid child labor, and protect the environment. They follow the 1938 Labor Standards.

      The pharmacy and optical shop must follow DEA, national, and professional standards. The Board of Opticians and Pharmacy Boards issue licenses that need close adherence. OSHA standards must be addressed.

2.     Economic Environment. The war drains billions of dollars from this country. It makes many people cautious about spending. Many children live in single parent homes with limited disposable income. There is a widening gap of the “haves and have nots”. Since 911 many people fear global war, and they save their money.

3.     Any teen activity, sport, concert, product, or event is a threat to Target because it competes for the same dollar. If teens continue to gain weight, the loose clothing and cover-ups will replace trendy mini skirts and bikinis.

Brand Positioning

     Category Positioning

     In the category of retail store, Target is the second largest retail discounter in America.

 

Wal-Mart leads the pack. Middle and upper class customers chose Target for its customer

 

friendly, clean stores and trendy merchandise.

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Image Positioning

     Since 1968, the red circles of the target have been the creative association with Target

Stores. When customers see the white dog with the target over his eye, they see another

creative image of Target. The target images are carried out on shopping bags, name tags,

flyers, direct mail, and advertising. Target is one of the most recognized brands in the

world.

     The Target Brand is positioned in the market place as a favorite store for trendy shoes, chic clothes, cosmetics, gifts, and jewelry. The CD's and DVD selection pleases teens.

     The electronic selection is good. According to the focus group, there are no computers sold at the nearby Target, which is why Wal-Mart is favored for computer selection. See trendy selections in appendix under products. Expect more. Pay less.

Brand Personality

     The human characteristics associated with Target are sincerity, excitement, competence, sophistication, and ruggedness. Teens want to be independent yet be part of the “in” group. They want acceptance.

     As a sincere brand, Target helps clean up the environment on Earth Day and ring the bells for The Salvation Army. They sell wholesome products like shoes and jeans. The stores are bright and cheerful.

     As an exciting brand, Target offers spirited make-up, nail polish, and music CD’s. The youth department is decorated in an imaginative way with very up-to-date furnishings, motifs, and products. Teens feel chic and daring when wearing new swim suits, jewelry, sandals, and crop pants.

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     Because Target is competent, it stands behind its products with a full guaranty. They have an easy return policy for in store products and online purchases. Online directions can be found for returning merchandise.

     Since Target offers suits, prom dresses, coordinated make-up, and jewelry, it is sophisticated. It avoids tacky displays of decoration on the person and within the store. The middle and upper class shop at Target, and the clerks can be charming. Target is an upscale discount store,

     Teen boys appreciated a full range of jackets, sports wear, jeans, and boots for Target’s rugged appeal. Teens can buy skateboards, inline skates, hiking boots, and baseball gloves that are tough and outdoorsy.

     Teens want to exercise independence. Dressing as an individual helps teens feel independent.

     Teens want acceptance. Target clothing helps them be accepted, trendy, individualistic, and cool.

 

Brand Perception Among Youth Audience

     A focus group revealed that teens regard Target an “in” place to shop. The products are trendy, and very “in.” Though they mentioned that their parents like Target, too, they found many products in electronics and clothing to their liking. They like stores that make them feel special. Many Target stores sell products just for teens such as  computer games, CD’s and DVD’s.

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They like to visit specialty stores such as Gap and Aberchrombie and Fitch. However, a better value is found at Target. Target, Wal-Mart, and K-Mart are where the family shops, not just teens. They prefer their own section and stores. They have positive impressions of all three discount stores, but really like Target.

     The focus group results are in the Appendix.

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Target Creative Brief

Why are we advertising?__________________________________________________

So that teens age 13-17 will chose Target for their first choice in shopping for their choices in clothes, cosmetics, shoes, school supplies, and electronics.

Who are we talking to?____________________________________________________

Teens age 13-17 who want an enjoyable shopping experience that caters to their needs, wants, preferences, and desires.

What do they currently think?_____________________________________________

Target is a trendy discount store that caters to their parents.

What do we want them to think?___________________________________________

Target is a trendy, edgy discount department store that caters to teens age 13-17. They have the coolest products in a gorgeous store where teens are made to feel important. All the “cool” kids shop at Target.

What is the single most pervasive idea we can convey?_________________________

No other store caters to teens age 13-17 who are welcome to shop for trendy clothes, chic jewelry, upbeat electronics, and cool shoes.

Why should they believe it?________________________________________________

Teens believe Target because Target understands teens. They sponsor Earth Day, ARC Blood Drive, and the Archery team. Target understands the teen culture. As a discount department store, Target employs 300,000 people who welcome teens age 13-17 to Target.

Are there creative guidelines?______________________________________________

Magazine ads, 30 second TV and radio ads, direct mail, fashion show, academic banquet, Cancer Walk, promotions, BOGOF, coupons, Internet ads, banner ads, pop-up ads, e-mail, Teen Target Cards, Toy Drive, Honor Veterans, Teen Contest

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Creative Strategy

Visual Similarity

1.     In ads the font style will be Times New Roman. The font will be 12 for the text portion of written ads in magazines, newspaper, promotions, coupons, and direct mail. The headlines will be font 18.

2.     The layout will have Target at the top, then text, then illustration in the middle, then Target logo at the bottom.

3.     Illustrations will be between 4 x 5 and 4 x 7 inches.

4.     Spokespeople will be young models and teens who enter the contest. Cool UK singer Lilly Allen will wear Target skirt and top.

5.     The letters will be black, background white, and target will be bright red.

Verbal Similarity

1.     Expect More. Pay Less.

2.     Trendy. Chic.

3.     Teen Target.

4.     Target talks to teens.

Aural Similarity

1.     Clap Clap Clap (3claps) Teen Target!  Like a cheer.

Attitudinal Similarity

Cool kids wear cool clothes, listen to CD’s and communicate.

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Media Planning and Placement

Media

Objective

          1.   Reach

            Reach the greatest number of teens age 13-17 to engage them in Target products.

There are 10 million in generation “Y”

Want to reach 50%

Will advertise online and in Seventeen Magazine and Family Circle.

2.               Frequency

During summer, back to school, and Christmas

Want frequency of 12 in newspapers and radio.

Six radio spots daily for 6 weeks.

3.               Target Audience

            Teens age 13-17 and second audience is made by those who buy for teens 13-17.

            Target teens age 13-17

They are media savvy, have disposable income

Used to immediate gratification

4.               Geography

School products, electronics, and summer products are used all over America at the same time.

5.        Pulse advertising will be used for back to school, summer, and Christmas.

6.          Seasonality

Promote school products in August – September.

Promote holidays in October, November and December. Promote lazy days of summer in May and June.

7.         Creative constraints

            Internet

            Email, news with promotion

            In store signage

            In store flyers in or packs

Billboards in Subway Stations and at athletic fields.

            Coupons in magazines and at the point of purchase

            A computer game is an on pack with the PlayStation 3. One needs the other.

Promotions for a bathing suit need to be in the area with beach towels, flip flops,    and beach chairs.

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Media Strategies

            We use a mix of television, billboards, radio, print, coupons, email to reach teens age 13-17

1.         For teens 13-17, they will purchase summer clothing May and June. They buy school clothes in August and September. The holiday season is November and December. Advertise in Seventeen Magazine, a magazine popular with teens age 13-17. 90% of all girls age 13-17 have read Seventeen Magazine. Target can buy has a wide circulation of 3 million. For the summer, Target will advertise swim suits, T-shirts, shorts, crop pants, and beach wear in Family Circle in May and

2.         Target teens ads for teens age 13-17 on radio and Cable Television.

4.     Ads for Teens aged 13-17 emphasize cool items like jeans, T-shirts and iPods  They do not trust media, national government, multi-nation companies, and parents. Their parents will respond to quality ads in magazines and television emphasizing value of clothes.

5.     Ads and coupons Promote immediate added value to Playstation.

6.     Increase back to school purchases with free onpacks to back packs.

7.     In store coupon at point of purchase give teens something free to increase swin suit purchase. Have summer sandals or flipflops free with purchase of swim suit.

8.     Use billboards in subway stations, athletic parks, or where teens congregate.

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Media Tactics

1.     The holiday season is November and December. Advertise in Seventeen Magazine, a magazine popular with teens age 13-17. 90% of all girls age 13-17 have read Seventeen Magazine.

2. Radio and televison ads.

3. Magazine ads. Flyers in front of store.

4.     PlayStation III games included with purchase.

5.     On pack cell or mobile holder or music holder to back pack.

6.     E-mail free flip flops with swimsuit purchase. Internet coupons. Point of Purchase coupons.

7.     Billboards in the Subway station for kids to see on the way to and from school.

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Media Costs

Seventeen Magazine ad and Family Circle ad

1.     The holiday season is November and December. Advertise in Seventeen Magazine, a magazine popular with teens age 13-17. 90% of all girls age 13-17 have read Seventeen Magazine. Target can buy 1/3 page ad for $39,490 in November and December issues. Circulation is 2 million, and 10 million teens read Seventeen Magazine. CPM is $39,000,000/ 2,000,000 = $19.50.

Mothers of teens read Family Circle. Mothers and teens decide what to wear in the summer, and that magazine has a wide circulation of 3 million. For the summer, Target will advertise swim suits, T-shirts, shorts, crop pants, and beach wear in

Family Circle in May and June. The circulation is 300,000. A 2 color full page ad costs $121,000. CPM = 121,000,000/ 3,000,000 = $70.

 In August and September, Target will advertise Tee Shirts, pants, and hoodies in   Seventeen Magazine. A 1/3 page ad is $$39,000.

2.     Six radio spots daily for 6 weeks is $24,000. Six Cable Television spots for 6 weeks is $30,000.

3.     In store flyers are $60 per thousand. There are 1500 stores. $90,000 for 1000 flyers per store.

4.     In store sign is $2 per sign. If each store uses 5 signs, 7500 signs cost $15,000.

5.     E-Mail is no added cost.

6.     Point of purchase coupons cost $10 per thousand. For 1500 stores to have 1000 coupons cost $15,000.

Monthly Subway Billboards cost $2400. 6 months cost $14,000.

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Public Relations

Title: Teens and the Salvation Army

Objective: To raise awareness that Target and teens can help disadvantaged families have a Merry Christmas. Teens can help raise money.

Execution: Contact the Salvation Army. Let them place a Christmas kettle in front of the store. Ask teens to arrange a schedule and ring the bells. Contact teen groups such as the Boys Scouts and the campfire Girls. Let them know that Target is counting on them to raise funds for Christmas. Let each teen volunteer to ring the bell. There will be ample opportunity to photograph teens and place articles in newspapers. They can be posted online. Teens and Targets will receive free publicity by ringing the bell for the Christmas Kettle.

E-Mail: Target wants you to help the Salvation Army raise money to help poor families. Please ring the bell for the Salvation Army Kette in front of Target Store. Each Target Store in you community will post the schedule online. Please sign up.

Budget$1,000 to send e-mails to the extensive Target Teen database and to set up the online schedules. The Salvation Army will supply the kettle and teen groups will supply the volunteers. The photographs and articles are part of Target's Public Relations Budget.

Title: Target and Safety Preparation

Objective: To raise awareness that Target is committed to the importance of being prepared for an emergency. Having an American Red Cross First Aid kit at home will help prepare the family face an emergency.

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Execution: Put large in store signs "American Red Cross First Aid Kits are available here." Have First Aid signs in the front of the store. Include newspaper articles and radio stories about the importance of First Aid kits. Ask the American Red Cross to give weekly First Aid classes at Target Stores in March, American Red Cross Month. Photograph First Aid classes and write articles for inclusion in newspapers

Budget: $1,000 to prepare e-mails. The signs, photographs, and newspaper articles are already part of the store's budget. The American Red Cross provides instructors. Target provides the space and photographers.

Title: Teen Target Reach Out and Read

Objective: To raise awareness that Target helps teach many people who do not know how to read. Teens can help teach people to read.

Execution: Through e-mails invite teens to volunteer for Reach out and Read, an organization that teaches people to read. Let them meet at Target Store. Provide tables and chairs. Ask teens to sign up on line. Invite teens that belong to teen groups such as the Youth fellowship of The First Presbyterian Church or The Teen Community Center. Teens make wonderful volunteers to teach others to read. Take photographs of the youth group at Target and explain the organization, Reach Out and Read in newspapers, church newsletters, Target Teen newsletters.

Budget: $1,000 to set up the e-mails that invite teens to volunteer to teach reading. Send monthly e-mails. Showcase one teen or teen group per month. The organization will supply the books. Target Teens will supply the volunteer.

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Title: World's Best Teen Gift Card

Objective: To recognize the contribution teens make to a community, school, or family.

Execution: Ask teens to nominate themselves or another teen who is a good teen. They can nominate in store, by e-mail, phone, or mail. Print off a nomination form from www.worldsbestteentarget.com. One hundred teens will be chosen to receive $200 gift card.

E-mail: Are you the world's best teen? Is your best friend the world's best teen? We want to know. Please complete the online form and send it to www.worldgreatestteentarget.com. You can also mail it to us or apply in store.

Budget: $15,000. $10,000 in gift cards, $5,000 for computer work and selection processes. Photographs and news articles are part of the store's PR budget.

Title: Honor a Veteran on Veteran's Day.
Objective: To create teen awareness that Veterans Day was designed to honor veterans who sacrificed to keep us free. By honoring veterans, we show our appreciation and understanding for those who served in the military. Teen Target honors veterans
Execution: In this online campaign, Target will send e-mails to teens that invite them to write e-mail letters to Target thanking veterans for keeping us free. The first e-mail invitation will briefly state that Veteran's Day is in

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November, and that we remain free because soldiers fought wars to keep us free. Please write a letter to a Veteran to thank him or her. Explain how you enjoy your freedoms. Appeal to the generous nature of a teen. In a follow-up e-mail include several letters as an example and to stimulate other letters. Thank the teens for writing to Veterans. Send the e-mails to VA Hospitals, Department of Veteran Affairs, the VFW, and the American Legion. Chose several letters for inclusion in newspapers and newsletters. Ten letters will be chosen to win a $1000 Target Teen Gift Card.
E-mail: Veteran's Day is November 2007. Do you know that we honor veterans who fight so that we can be free? Please help us honor veterans by writing a letter to a veteran thanking him or her for keeping us free. Start the letters, "Dear Veteran," Include your name, address, and e-mail. Tell the veteran how you enjoy your freedoms. Then e-mail it to www.targetveteran.com. The Veterans will enjoy hearing form you. Ten letters will be chosen to receive $1000 Teen Target Gift Cards.
Budget: $12,000. This will cost $1,000 to set up the e-mail letters to send to teens, collect, organize. It will cost $1,000 to send to VA Hospitals, and veteran organizations,

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take photographs, and write articles. To honor ten teens who wrote letters, $10,000 in gift cards will be awarded. The ten letters will be chosen at random.

 

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 Measurement

Qualitative

Store Intercept Survey

Objective: To test the recall on the swimsuit ad.

Method: Conduct store intercepts in ten coastal cities across America. Ask interviewers to show three different swimsuit ads to 100 teens in each city, half boys, half girls. Ask which ad is most memorable.

1.     Swimsuit ad with girls in swimsuits in show rooms

2.     Swimsuit ads with girls playing volleyball.

3.     Swimsuit ads offering thongs, totes, and towels.

Results: The most memorable ad will be chosen for inclusion in flyers and magazines.

Costs: To interview 1000 teens and evaluate results will cost $20,000.

Online Survey

Objective: To test online ad.

Method: From the Teen Target data base send e-mail survey to 100,000 teens to evaluate the hoodie and cropped pants ad. They will see three ads in the e-mail and are asked to submit the ad they like best.

E-mail: Teens which ad do you like best? Chose one

________On the rack?

________At the Cook-out?

________On the boat?

Submit

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Cost: It will cost $1000 to draft the ad, send the e-mails, and tally the results.

Quantitative

Teen Target Card Sales

Objective: To know how many teens have signed up for the Teen Target Gift Card.

Method: Each Teen Target Card will have a number and a bar code. There will be a running total online available by knowing the last number issued.

Cost: $100. Cost is minimal. A computer keeps track of the number of cards issued. The researcher searches the number sold on the computer. The information is readily available.

PlayStation 3 sales

Objective: To find out how effective the advertising is. How many PlayStation 3 have been sold before and after the campaign.

Method: For three months prior to the Teen Target Campaign, calculate the number of PlayStation 3 sold. This information comes from the barcode of the sales. Three months after the inception of the new campaign, compare the number of games sold. This information comes from the barcode. This information is available instantaneously on Target computers . In less than one hour a report can be made that compares the number of PlayStation 3 sold as a result of the advertising.

Cost is minimal, $100, to have a computer search and report compiled.

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Conclusion

            Target is an upscale discounter that sells trendy high quality products and services for home and office.  The median age of the guests is 41. Target will target teens age 13-17 in this campaign.

            Target core values are to provide discount, trendy goods at a fair price, embrace diversity, protect the environment, and give back to the community.

            Target’s mission is to sell quality goods at a fair price. Expect more. Pay less.

Target competes with Wal-Mart, K-Mart, Kohl’s Magic Mart, Abercrombie and Fitch, The Gap, J.C. Penney’s and Kaufmanns. Target distinguishes itself with clean stores that are trendy and customer friendly.  Wal-Mart is the biggest competitor because of low prices.

            The human characteristics associated with Target are sincerity, excitement, competence, sophistication, and ruggedness. Teens want to be independent yet be apart of the “in” group.  They want acceptance.

            All participants of the top-of-mind awareness survey and competitor profile rated Target as a favored trendy discount store where they will purchase clothes, cosmetics, electronics, and sports equipment. They like on-line shopping because of convenience.

            Through on-line promotions, magazine ads, newspaper advertisements, and radio spots, Target reaches teens 13-17.  Through public relations, Target further engages teens in the Target Teen Toy Drive, Best Teen Award, and Honor A Veteran.

            Objective: This one year, $100 million dollar national IMC plan targets teens age 13-17 to by and share in Targets youth products. It will be successful.

 

References

Henderson, Pamela W. and Cote, Joseph, (April 1998), Guidelines for Selecting or Modifying Logos, Journal of Marketing, 14-30.

www.kmart.com/ Retrieved 4-1-07.

www.forwalmart.com/about Retrieved 4-4-07

Wilson, M. (March 2007), Chain Store Age: Gen Y – Wake-Up Call for Retailers retrieved 2-28-07 from: http://www.retailwire.com/Discussions/Sigl_Discussion.cfm/12024.

Aaker, D. (1991). Managing brand equity. New York: The Free Press, 17; 64.

Aaker, J. (August 1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347-356.

Austin, J., Siguaw, J., & Mattila, A. (2003). A re-examination of the generalizability of the Aaker brand personality measurement framework. Journal of Strategic Marketing, 11, 77-92.

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Childers, T., & Jass, J. (2002). All dressed up with something to say: Effects of typeface semantic associations on brand perceptions and consumer memory. Journal of Consumer Psychology, 12, 93-106.

Hogan, S., Almquist, E., & Glyn, S. (2005). Brand-building: Finding the touchpoints that count. Journal of Business Strategy, 26, 11-17.

Schultz, D. (2004). Understanding total brand value. Marketing Management, 13, 10-11.

Richards, S. (n.d.). Creative Brief. The Richards Group. Dallas, Texas.

Iezzi, T. (2004). The new creativity. Creativity, 12, 4-5.

Kern, R. (1999). SURE fire creative strategies. Direct Marketing, 62, 40-42.

Lamons, B. (2005). Sales pitch often gets lost in ads' creativity. Marketing News, 39, 8-9.

McKee, S. (2004). Creativity closes the deal. Business Week Online. Retrieved May 11, 2005, from:

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http://www.businessweek.com/smallbiz/content/nov2004/sb20041112_6967_sb037.htm

Conestoga. (n.d.). The media value checklist. Retrieved January 20, 2005, from: http://www.conestogac.on.ca/~sfinlay/supplemental/ValueofMedia.htm

Public Relations Society of America. (2005). The public relations profession. Retrieved March 1, 2005, from: http://www.prsa.org/_Resources/Profession/index.asp?ident=prof1

Guidelines for setting measurable public relations objectives. (1999). Retrieved October 18, 2006, from http://www.quorum-pr.com/Risorse/prmeasurement.pdf

Belch, G., & Belch, M. (2004). Career profile: John Hallward. Advertising and promotion: An integrated marketing communications perspective (6th ed). Boston: McGraw Hill.

Duncan, T. (2005), "Research is the Infrastructure Behind Creative Ideas," Advertising & IMC, 2nd edition, Boston: McGraw Hill, 708.

Duncan, T. (2005), "Measurement and Evaluation Methods," Advertising & IMC, 2nd edition, Boston: McGraw Hill, 707.

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Buckner, S. (2004). "Eastern States Lead in Graduate Degrees; Colorado and New Mexico Stand Out in West," U.S. Census Bureau News, obtained at: http://www.census.gov.

*Flaherty, T. "Integrated Marketing Communication Resources," obtained at: http://cob.jmu.edu/flahertb/merlot/imcresources.htm.

U.S. Census Bureau (2002). "Graduate and Professional Degrees Population; 25 Years and Over; State Rankings," obtained at: http://www.census.gov.

Bartos, B. (1986), “Qualitative Research: What It Is and Where It Came From,” Journal of Advertising Research, 26(3), 2-6.

Malhotra, Naresh K., Marketing Research, Pearson Prentice Hall, Upper Saddle River, NJ, (2004). pp. 134-165

Wilkerson, K (2003), Focus Group Discussion Guide.

Belamingo, C. (1989/1980) “Designing the Qualitative Research Project: Addressing the Process Issues” Journal of Advertising Research, 29 (6), 7-13.

www.target.com Privacy Notice p. 1-4

                  Target

              Competitors

                                           Target

                                        Advertising

                                       Promotions

                             

                     Measurement and Evaluation

  

                                      

        IMC Campaign for Target

                                                    

Table of Contents                                               Page

Agency Description                                                               1

Executive Summary                                                                 2

Corporate Background                                                            3

Products          Figures 1-11                                                    4

Target Market                                                                          6

Top-of-the Mind Awareness Survey                                       6

Competitor Profile                                                                  7

SWOT Analysis                                                                      9

Positioning                                                                              14

Creative Brief                                                                         18

Creative Strategy                                                                     19

Media Plan                                                                              20

Advertising Pieces                                                                  1-5

Promotions                                                                              1

Public Relations                                                                      23

Measurement and Evaluation                                                  28

Conclusion                                                                              30

References                                                                             

Appendix   Competitors

                   Target Products

                   Top of Mind Survey

                   Focus Group Plan

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Tagline: Let Henry send your Messages into Cyberspace!

Services: Advertising, Media Selection, Car Wraps, Bill boards, Subway signs, Public Relations, Environmental Signage, Web Site Design, television and radio commercials, Direct Mail, Newspaper and magazine ads, text messages, air stunt messages, Internet messages, Banner ads, Pop-ups, Promotions, events, and pageants.

Mission: To connect our customers with their target audience-using Cyberspace, traditional and non-traditional media, advertising, and any vehicle appropriate for the message.

Specialty Interest: We love new media and want to help you reach your target electronically and digitally. We think outside the box to get your message to your target audience. We have youthful, cool kids on staff for messaging to the youth culture. We love Cyberspace. We will send your message electronically to your cool target audience using the Internet, car wraps, bus signs, concert flyers, school programs, land, air, sight, and sound. Let us launch your message!

 

Target Teen Executive Summary

     As a discount retailer since 1962, Target wants to capture the teen market. From their 1500 stores and 300,000 employees, they brought in revenues of $2,408 billion. On the NYSE, it trades as TGT. Target sells video games, electronics, cosmetics, clothing, sports apparel and equipment, shoes, and hats. Target will spend $100 million to reach teens.

     Expect more. Pay less. Customers expect quality goods at quality prices. Target embraces diversity, returns 5% to the community, and protects the environment.

     Competitors include Wal-Mart, K-Mart, Abercrombie and Fitch, Wet Seal, Old Navy, J.C. Penney’s, Macy’s, Kaughman’s, and Kohl’s.

     The campaign objective is to engage teens age 13-17 and encourage their adopting Target products relevant to them such as tees, cropped pants, iPods, and video games.

     The target market is teens age 13-17. Demographically, they are expressive, “in your face,” impatient, skeptical, and big on digital communication with peers. They text message, use the cell phone, watch television while doing homework Multitasking comes easy to them. To reach them we must use the Internet.

     The Strategies include television and radio ads, coupons, onpacks, point of purchase coupons, Internet ads, e-mails, direct mail, magazine ads, and in store signage.        

     Public Relations include Teen Target Toy Drive, Honor Teen Volunteers , Give blood to the American Red Cross, and Honor a Veteran.                     

     To measure advertising effectiveness, we will compare the numbers of iPods, Teen Target Credit Card and backpacks sold before the campaign started and after it commenced. We will do mall intercepts and online surveys.            Target wants teens.                 

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Target Corporate Background

     Target is an upscale discounter that sells trendy high quality products and services for home and office. Their stores are clean, spacious, and guest-friendly. CEO is Bob Ulrich, and President is Gregg Steinhafel. According to www.target.com, in 2006, Target Corporation earned $2,408 billion. It trades as TGT on the NYSE at 60.47. In 47 states, Target has 1500 stores and 300,000 employees. After building the first Super Target in Omaha, NE in 1995, they have opened 175 more Target Superstores. They follow the 1938 Fair Labor Standards. The median age of the guests is 41, and household income is $58,000. 43% completed college and have children at home.

     History: Target has it origins with the  Marshall Field Company founded in 1881 and with the Dayton Company, which was founded in 1903. The first Target store opened in Roseville, Minnesota in 1962 as a discount retail store selling trendy goods at affordable prices. The first Target Greatland opened in 1990. In 1995 Target introduced the REDcard, their store credit card and opened the doors to their first superstore in Omaha, NE. In 1968 the Dalton Company adopted the Bull’s Eye Logo. In 1975, Target became the number one producer of Dayton Corporation. It was renamed Target Corporation in 1995. Four years later the web site is developed as www.target.com, and online sales become successful, especially to younger, Internet savvy shoppers.

     Target core values are to provide discount, trendy goods at a fair price, embrace diversity, protect the environment, and give back to the community. Target returns 5% of its annual income to community organizations that make positive changes such as the American Red Cross, the United Way, and the Salvation Army.

     Target’s mission is to sell quality goods at a fair price. Expect more. Pay less.

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             Target sells trendy clothing, cosmetics, office supplies, meat, produce, and groceries. Super Targets have pharmacies, delis, photo processing, Food Avenue Restaurants, and banking. Expect more. Pay less.

Target Products.

1.     Play station 3. Play Station 3 sells for $499.99. There are many accessories and games available. Every teen surveyed listed this item as a source of entertainment. Figure 1.

2.     Ipod. MP3 Player for $249.99, IPOD Nano. There are a variety of cases and appurtenances for this product. Downloading music is a popular feature. They listen to the iPod in school, at athletic events, and while shopping. They can tune out unwanted messages while listening to the iPod. It helps them multi-task. Figure 2.

3.     Pro Spirit Cropped Pants for $14.99. The cropped pants are now very popular, especially as we enter spring. They are chic and trendy. It matches the hoodie to complete a spring outfit for a teen. Figure 3.

4.     Pro Spirit Hoodie for $14.99. The hoodie is very sporty and fashionable while it provides protection from wind and weather. Figure 4.

5.     Stranded Screen T-shirt for $12.99. This T-shirt was a popular and casual shirt chosen for it modern message and color. Figure 5.

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6.     Mossimo Boys Bootcut Jeans for $34.99. The teens love this style of Jeans and can  

wear them to school and social functions. It looks good with the T-shirt in figure 5. Figure 6.

7.     Xhilaration Swim Suit for $14.99. For girls, the swim season is just around the corner. This popular, colorful 2-piece swimsuit will be popular at the pool and at the beach. Figure 7

8.     REDcard. The popular credit card gives the teen experience with managing credit. There is less chance of wild spending by using a store specific card. There is 10% off the first purchase. A credit card is convenient. Figure 8.

9.      Summer flip flops. A trip to the beach needs bejeweled summer thongs to protect feet from hot sand and match the swimsuits. $7.99 Figure 9.

10.  Jansport Back Pack and acouterments such as cell phone and music attachments. Figure 10. Students carry their books and equipment to school, functions, and the mall. $24.99.

11.  Frisbee. Teens love to toss and catch. A Frisbee is easily transported to the beach and friends houses. It can be tucked into the back pack or gym bag. $7.99 Figure 11.

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Target Market Description

     The target market for this campaign is teens, age 13-17, which falls into Generation Y. They are highly expressive, individualistic, and impatient. According to Hatcher in JMIC,

they hear 3,000 advertising messages everyday, and filter most out. They are the first “online generation,” and watch television, e-mail, and text message at the same time. Not wanting to become sensory overloaded with too many messages, they pay attention to messages that affect them while ignoring the others.

     According to Wilson (www.Retailwire.com), they enjoy communicating with each other through podcasts, cellular phones, e-mail, and posting on MySpace. They respond to online messages, interactive campaigns, and pop-ups. Traditional advertising is less effective to this Generation Y. They listen to messages relevant to them.

    They enjoy protecting the environment, shopping concerts, and sports events. Many like trendy clothes and want to be “Cool.”

Top-of-Mind Awareness Survey and Competitor Profile

     From the local running club and women’s tennis club, 20 young men and women, age 13-20, volunteered to participate in the focus group to assess, analyze, and report consumer attitudes about Target brand. The results favored Target, Wal-Mart, and K-Mart. They also shopped at Kohl’s, Magic Mart, Macy’s, Abercrombie and Fitch, The Gap, J.C.Penney’s, and Kaufmann’s based on the survey.

     The top-of-mind awareness is high for Target. Customers favor Target.

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     All 20 participants rated Target as a favored trendy discount store where they will purchase clothes, cosmetics, electronics, and sports equipment. They rated Target above Wal-Mart, its closest competitor for a favored shopping experience. Only 2/ 20 preferred Wal-Mart over Target. The two liked Wal-Mart because it was closer by 70 miles. The name is well recognized, and all remembered the bull’s eye logo. All 20 used the web site for product evaluation and possible purchases. “It’s easy to place an order.” The ease of check out and product evaluation were reasons for liking the web site and online sales. All 20 liked the web site. All 20 liked Target brands such as Mossimo, Xhilaration, Apple, and PlayStation. Most were not entirely brand loyal. Most liked the layout of the stores and the openness. All enjoyed shopping at Target more than at Wal-Mart or K-Mart. Though they shopped at other stores, none shopped there very much.

Competitor Profile

K-Mart

     K-Mart merged with Sears March 24, 2005 to form Sears Holdings Corporation, which is SHLD on TNYSE at $5.59 per share. It has an annual net income of $1.5 billion from 3800 stores. It is the third largest discount retail store. Figure 1. The teens feel that K-Mart is for families and adults, not teens. They do not have chic, trendy teen clothes.

Wal-Mart

     The largest competitor is the discount store is Wal-Mart, which opened its first store in Rogers, Arkansas in 1962. According to www.walmart.com. the mission is to foster open

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and honest dialogue with elected officials, opinion makers, and community leaders that conveys the positive contributions of Wal-Mart to working families. “We believe that Wal-Mart provides value to customers, to its associates and to the communities it serves.” It trades on NYSE as WMT. There are 6500 Wal-Mart stores in 14 countries. In 2005, it made $312.4 billion in sales. Figure 2. Teens liked the lower prices at Wal-Mart, but liked the trendy nature of Target better. If the Wal-Mart is closer, teens will shop at Wal-Mart more than Target. Proximity matters.

Gap

     Since Gap opened it first store in San Francisco, it captured the attention of teens. Gap sells vibrant Tees, tanks, polos, jeans, and sportswear. Teens age 13-17 shop in the upbeat stores. Many order online at www.gap.com. Cool matters. Figure 3.

Abercrombie and Fitch

     The seductive ads and handsome models attract teens age 13-17 to Aberchrombie and Fitch. The stores sell branded clothing to teens and young adults. From www.abercrombie.com teens can preview clothing and merchandise. They can order online or in the stores. Sex sells clothes to young teens, too. Figure 4.

Old Navy

     For tees, jeans, tops, jackets, and jewelry, teens find Old Navy a good value. The rugged store sells jeans from large piles. Stacked in large tables are branded tees, tops, and jeans. Many order online at www.oldnavy.com. Price matters. Figure 5.

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Urbanoutfitters.com

     This online opportunity gives teens age 13-17 time to search for online products in the comfort of their own home.

Wet Seal

     Another up and coming competitor is Wet Seal. From fashionable tops and tees to trendy purses and bags, Wet Seal captures teens age 13-17. From www.wetseal.com, teens can peruse clothes and order online. Figure 6.

SWOT Analysis

Strengths

As a large retail, discount store, Target has much strength.

1. The company culture is based on discounted products at a fair price. Target is progressive, trendy, customer friendly, diverse, and concerned about the environment. They guarantee their products, will exchange, return, and refund unacceptable merchandise. The customer can view transactions and account information online and make corrections online.
2. Target’s company image is very positive in that it is trendy and customer friendly. Customers expect good customer service in large spacious stores. Expect more. Pay less. The stores are attractive, chic, and filled with many choices.

3. The key staff has many years of experience in retail. The CEO is Bob Ulrich, and the President is Gregg Steinhafel. The Board of Directors and regional managers

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have many years of retail experience. By keeping their key staff, they offer continuity and loyalty. They enjoy fringe benefits such as pension plan, sick leave, paid vacation and paid holidays, bonuses, family leave, health insurance, and disability insurance.

4. Their position on the experience curve is very high since they started 126 years ago. Target started as Marshall Field in retail in 1881 and has been growing as retail store called Target since 1962. For 45 years Target has grown as an experienced discount retail store.
5. They operate efficiently and show yearly profits. Each share grew by $1.29 in 2007. In 2006, Target enjoyed net earnings of $1.119 billion.
6. They have excess operational capacity. They employ realtors who constantly buy  and sell retail and whole sale buildings. They have vast array of buildings in which to expand. Target has the capacity to build Targets and Super Targets.
7. Target’s 2 ring red target has a highly visible brand awareness logo, according to Henderson and Cote in the Journal of Marketing.
8. Target enjoys 13% of the Market Share.
9. Target owns many financial resources such as real estate, products, and investments. They own 1502 stores in 47 states, many buildings and pieces of

land in all 50 states and in Washington D.C. Their online store is a source of financial strength.

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10. For their pensions and disability policies, they own many annuities, stocks, and bonds. They have warehouses and a web site.
11. Target operates with 708 exclusive brands, which include Spectrobes for Nintendo DS and CD Nashville Now: Red Mix. Target has 95024 exclusive Target brands.
12. The market trend acknowledges that this demographic purchases $13 billion in goods, and that amount is expected to increase.
13. Target partners with fashion designers like Rachel Ashwell and Victoria Hagan. Their electronic partnerships help sell quality computers and MP3’s. The targeted demographic likes these partnerships.
14. Target offers a wide range of services and products that include optical, pharmacy, photo shop, food service, department store, and groceries.

Weaknesses

1. Target’s customers are used to good service in the store and online. The average customer age is 41. They expect a baby and bridal registry. This campaign needs to reach a less polite, impatient, rebellious, and more demanding customer age 13-

17. Online is a great place to reach this customer.

2. The discount retail market is saturated with competitors such as Wal-Mart, K-Mart, Magic-Mart, Old Navy, and Tanger Outlets. The youthful demographic shops online at all these stores and in person. Department stores compete for the

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same target such as Kohl’s, Sears, Kohl’s, Wet Seal, J.C Penneys, Kaufmanns, Macy’s, and Albercrombie and Fitch. Specialty stores compete for cosmetics and baby wares such as Bath and Body, Evelyn Crabtree, Body Works, Baby and More, and Toys R Us. Movies, entertainment, food, sports, and events vie for this demographic’s time and money.

3. Supplies come from around the globe. The high cost of transportation increases the global purchases. Many consumer products are made in Asia where labor is inexpensive.

          Many soldiers and union workers will make “made in USA”

purchases. Clothes come from Bageldesh. Baby rattles come from China. Furniture comes from Canada. War, gas prices, disturbances abroad effect supply chain.

4. Society has changed. Teens aged 13 – 17 are impatient, rude, and very demanding. Unlike their parents who matured during civil rights and the Viet Nam War, this group knows more prosperity from their families. They grew up “online” and expect Target employees to have the same technical expertise. Their needs have been met, and they become used to instant answers and results. The usual advertising messages will not reach this group since they do not widely read newspapers or wade through endless television ads. The ad must stand out to reach this age group.

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5. The organizational structure is based on a public traded company. This is cumbersome and makes decision making out of the hands of creatives and into financial hands.There are local managers, a CEO, company president, board of directors, and regional managers. When a retail company reports to a public board, some retail decisions might not be made that permits Target’s growth, unless a profit is made in short time.  Some retail decisions do not yield an immediate profit in time for a board to see. The cumbersome nature of answering to a Board of Directors is a creative weakness.

Opportunities

1. Technology. Target has an opportunity to develop and maintain a strong online presence. Since the teens have technical savvy, Target needs a well-developed technical staff. Questions need answered quickly online, on the phone, and on text messages. Target.com can reach this demographic and personalize messages and shopping.
2. Target contributes $3 million per day to the communities. Target promotes organizations that seeks to improve the community like civic centers, the American Red Cross, and the Salvation Army. Because of hurricanes, tornadoes, floods, and natural disasters, Target has many opportunities to donate money for good causes.

Threats

1.     Political and Regulatory environment. Target Corporation answers to investors and a board of directors. They are interested in profits. Some retail decisions do not show

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immediate profits, and a board of directors might not share the same vision for the store. Target operates in the public arena, and their finances are transparent. They

must follow all country, state, national, and local laws. They must embrace diversity, avoid child labor, and protect the environment. They follow the 1938 Labor Standards.

      The pharmacy and optical shop must follow DEA, national, and professional standards. The Board of Opticians and Pharmacy Boards issue licenses that need close adherence. OSHA standards must be addressed.

2.     Economic Environment. The war drains billions of dollars from this country. It makes many people cautious about spending. Many children live in single parent homes with limited disposable income. There is a widening gap of the “haves and have nots”. Since 911 many people fear global war, and they save their money.

3.     Any teen activity, sport, concert, product, or event is a threat to Target because it competes for the same dollar. If teens continue to gain weight, the loose clothing and cover-ups will replace trendy mini skirts and bikinis.

Brand Positioning

     Category Positioning

     In the category of retail store, Target is the second largest retail discounter in America.

 

Wal-Mart leads the pack. Middle and upper class customers chose Target for its customer

 

friendly, clean stores and trendy merchandise.

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Image Positioning

     Since 1968, the red circles of the target have been the creative association with Target

Stores. When customers see the white dog with the target over his eye, they see another

creative image of Target. The target images are carried out on shopping bags, name tags,

flyers, direct mail, and advertising. Target is one of the most recognized brands in the

world.

     The Target Brand is positioned in the market place as a favorite store for trendy shoes, chic clothes, cosmetics, gifts, and jewelry. The CD's and DVD selection pleases teens.

     The electronic selection is good. According to the focus group, there are no computers sold at the nearby Target, which is why Wal-Mart is favored for computer selection. See trendy selections in appendix under products. Expect more. Pay less.

Brand Personality

     The human characteristics associated with Target are sincerity, excitement, competence, sophistication, and ruggedness. Teens want to be independent yet be part of the “in” group. They want acceptance.

     As a sincere brand, Target helps clean up the environment on Earth Day and ring the bells for The Salvation Army. They sell wholesome products like shoes and jeans. The stores are bright and cheerful.

     As an exciting brand, Target offers spirited make-up, nail polish, and music CD’s. The youth department is decorated in an imaginative way with very up-to-date furnishings, motifs, and products. Teens feel chic and daring when wearing new swim suits, jewelry, sandals, and crop pants.

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     Because Target is competent, it stands behind its products with a full guaranty. They have an easy return policy for in store products and online purchases. Online directions can be found for returning merchandise.

     Since Target offers suits, prom dresses, coordinated make-up, and jewelry, it is sophisticated. It avoids tacky displays of decoration on the person and within the store. The middle and upper class shop at Target, and the clerks can be charming. Target is an upscale discount store,

     Teen boys appreciated a full range of jackets, sports wear, jeans, and boots for Target’s rugged appeal. Teens can buy skateboards, inline skates, hiking boots, and baseball gloves that are tough and outdoorsy.

     Teens want to exercise independence. Dressing as an individual helps teens feel independent.

     Teens want acceptance. Target clothing helps them be accepted, trendy, individualistic, and cool.

 

Brand Perception Among Youth Audience

     A focus group revealed that teens regard Target an “in” place to shop. The products are trendy, and very “in.” Though they mentioned that their parents like Target, too, they found many products in electronics and clothing to their liking. They like stores that make them feel special. Many Target stores sell products just for teens such as  computer games, CD’s and DVD’s.

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They like to visit specialty stores such as Gap and Aberchrombie and Fitch. However, a better value is found at Target. Target, Wal-Mart, and K-Mart are where the family shops, not just teens. They prefer their own section and stores. They have positive impressions of all three discount stores, but really like Target.

     The focus group results are in the Appendix.

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Target Creative Brief

Why are we advertising?__________________________________________________

So that teens age 13-17 will chose Target for their first choice in shopping for their choices in clothes, cosmetics, shoes, school supplies, and electronics.

Who are we talking to?____________________________________________________

Teens age 13-17 who want an enjoyable shopping experience that caters to their needs, wants, preferences, and desires.

What do they currently think?_____________________________________________

Target is a trendy discount store that caters to their parents.

What do we want them to think?___________________________________________

Target is a trendy, edgy discount department store that caters to teens age 13-17. They have the coolest products in a gorgeous store where teens are made to feel important. All the “cool” kids shop at Target.

What is the single most pervasive idea we can convey?_________________________

No other store caters to teens age 13-17 who are welcome to shop for trendy clothes, chic jewelry, upbeat electronics, and cool shoes.

Why should they believe it?________________________________________________

Teens believe Target because Target understands teens. They sponsor Earth Day, ARC Blood Drive, and the Archery team. Target understands the teen culture. As a discount department store, Target employs 300,000 people who welcome teens age 13-17 to Target.

Are there creative guidelines?______________________________________________

Magazine ads, 30 second TV and radio ads, direct mail, fashion show, academic banquet, Cancer Walk, promotions, BOGOF, coupons, Internet ads, banner ads, pop-up ads, e-mail, Teen Target Cards, Toy Drive, Honor Veterans, Teen Contest

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Creative Strategy

Visual Similarity

1.     In ads the font style will be Times New Roman. The font will be 12 for the text portion of written ads in magazines, newspaper, promotions, coupons, and direct mail. The headlines will be font 18.

2.     The layout will have Target at the top, then text, then illustration in the middle, then Target logo at the bottom.

3.     Illustrations will be between 4 x 5 and 4 x 7 inches.

4.     Spokespeople will be young models and teens who enter the contest. Cool UK singer Lilly Allen will wear Target skirt and top.

5.     The letters will be black, background white, and target will be bright red.

Verbal Similarity

1.     Expect More. Pay Less.

2.     Trendy. Chic.

3.     Teen Target.

4.     Target talks to teens.

Aural Similarity

1.     Clap Clap Clap (3claps) Teen Target!  Like a cheer.

Attitudinal Similarity

Cool kids wear cool clothes, listen to CD’s and communicate.

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Media Planning and Placement

Media

Objective

          1.   Reach

            Reach the greatest number of teens age 13-17 to engage them in Target products.

There are 10 million in generation “Y”

Want to reach 50%

Will advertise online and in Seventeen Magazine and Family Circle.

2.               Frequency

During summer, back to school, and Christmas

Want frequency of 12 in newspapers and radio.

Six radio spots daily for 6 weeks.

3.               Target Audience

            Teens age 13-17 and second audience is made by those who buy for teens 13-17.

            Target teens age 13-17

They are media savvy, have disposable income

Used to immediate gratification

4.               Geography

School products, electronics, and summer products are used all over America at the same time.

5.        Pulse advertising will be used for back to school, summer, and Christmas.

6.          Seasonality

Promote school products in August – September.

Promote holidays in October, November and December. Promote lazy days of summer in May and June.

7.         Creative constraints

            Internet

            Email, news with promotion

            In store signage

            In store flyers in or packs

Billboards in Subway Stations and at athletic fields.

            Coupons in magazines and at the point of purchase

            A computer game is an on pack with the PlayStation 3. One needs the other.

Promotions for a bathing suit need to be in the area with beach towels, flip flops,    and beach chairs.

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Media Strategies

            We use a mix of television, billboards, radio, print, coupons, email to reach teens age 13-17

1.         For teens 13-17, they will purchase summer clothing May and June. They buy school clothes in August and September. The holiday season is November and December. Advertise in Seventeen Magazine, a magazine popular with teens age 13-17. 90% of all girls age 13-17 have read Seventeen Magazine. Target can buy has a wide circulation of 3 million. For the summer, Target will advertise swim suits, T-shirts, shorts, crop pants, and beach wear in Family Circle in May and

2.         Target teens ads for teens age 13-17 on radio and Cable Television.

4.     Ads for Teens aged 13-17 emphasize cool items like jeans, T-shirts and iPods  They do not trust media, national government, multi-nation companies, and parents. Their parents will respond to quality ads in magazines and television emphasizing value of clothes.

5.     Ads and coupons Promote immediate added value to Playstation.

6.     Increase back to school purchases with free onpacks to back packs.

7.     In store coupon at point of purchase give teens something free to increase swin suit purchase. Have summer sandals or flipflops free with purchase of swim suit.

8.     Use billboards in subway stations, athletic parks, or where teens congregate.

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Media Tactics

1.     The holiday season is November and December. Advertise in Seventeen Magazine, a magazine popular with teens age 13-17. 90% of all girls age 13-17 have read Seventeen Magazine.

2. Radio and televison ads.

3. Magazine ads. Flyers in front of store.

4.     PlayStation III games included with purchase.

5.     On pack cell or mobile holder or music holder to back pack.

6.     E-mail free flip flops with swimsuit purchase. Internet coupons. Point of Purchase coupons.

7.     Billboards in the Subway station for kids to see on the way to and from school.

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Media Costs

Seventeen Magazine ad and Family Circle ad

1.     The holiday season is November and December. Advertise in Seventeen Magazine, a magazine popular with teens age 13-17. 90% of all girls age 13-17 have read Seventeen Magazine. Target can buy 1/3 page ad for $39,490 in November and December issues. Circulation is 2 million, and 10 million teens read Seventeen Magazine. CPM is $39,000,000/ 2,000,000 = $19.50.

Mothers of teens read Family Circle. Mothers and teens decide what to wear in the summer, and that magazine has a wide circulation of 3 million. For the summer, Target will advertise swim suits, T-shirts, shorts, crop pants, and beach wear in

Family Circle in May and June. The circulation is 300,000. A 2 color full page ad costs $121,000. CPM = 121,000,000/ 3,000,000 = $70.

 In August and September, Target will advertise Tee Shirts, pants, and hoodies in   Seventeen Magazine. A 1/3 page ad is $$39,000.

2.     Six radio spots daily for 6 weeks is $24,000. Six Cable Television spots for 6 weeks is $30,000.

3.     In store flyers are $60 per thousand. There are 1500 stores. $90,000 for 1000 flyers per store.

4.     In store sign is $2 per sign. If each store uses 5 signs, 7500 signs cost $15,000.

5.     E-Mail is no added cost.

6.     Point of purchase coupons cost $10 per thousand. For 1500 stores to have 1000 coupons cost $15,000.

Monthly Subway Billboards cost $2400. 6 months cost $14,000.

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Public Relations

Title: Teens and the Salvation Army

Objective: To raise awareness that Target and teens can help disadvantaged families have a Merry Christmas. Teens can help raise money.

Execution: Contact the Salvation Army. Let them place a Christmas kettle in front of the store. Ask teens to arrange a schedule and ring the bells. Contact teen groups such as the Boys Scouts and the campfire Girls. Let them know that Target is counting on them to raise funds for Christmas. Let each teen volunteer to ring the bell. There will be ample opportunity to photograph teens and place articles in newspapers. They can be posted online. Teens and Targets will receive free publicity by ringing the bell for the Christmas Kettle.

E-Mail: Target wants you to help the Salvation Army raise money to help poor families. Please ring the bell for the Salvation Army Kette in front of Target Store. Each Target Store in you community will post the schedule online. Please sign up.

Budget$1,000 to send e-mails to the extensive Target Teen database and to set up the online schedules. The Salvation Army will supply the kettle and teen groups will supply the volunteers. The photographs and articles are part of Target's Public Relations Budget.

Title: Target and Safety Preparation

Objective: To raise awareness that Target is committed to the importance of being prepared for an emergency. Having an American Red Cross First Aid kit at home will help prepare the family face an emergency.

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Execution: Put large in store signs "American Red Cross First Aid Kits are available here." Have First Aid signs in the front of the store. Include newspaper articles and radio stories about the importance of First Aid kits. Ask the American Red Cross to give weekly First Aid classes at Target Stores in March, American Red Cross Month. Photograph First Aid classes and write articles for inclusion in newspapers

Budget: $1,000 to prepare e-mails. The signs, photographs, and newspaper articles are already part of the store's budget. The American Red Cross provides instructors. Target provides the space and photographers.

Title: Teen Target Reach Out and Read

Objective: To raise awareness that Target helps teach many people who do not know how to read. Teens can help teach people to read.

Execution: Through e-mails invite teens to volunteer for Reach out and Read, an organization that teaches people to read. Let them meet at Target Store. Provide tables and chairs. Ask teens to sign up on line. Invite teens that belong to teen groups such as the Youth fellowship of The First Presbyterian Church or The Teen Community Center. Teens make wonderful volunteers to teach others to read. Take photographs of the youth group at Target and explain the organization, Reach Out and Read in newspapers, church newsletters, Target Teen newsletters.

Budget: $1,000 to set up the e-mails that invite teens to volunteer to teach reading. Send monthly e-mails. Showcase one teen or teen group per month. The organization will supply the books. Target Teens will supply the volunteer.

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Title: World's Best Teen Gift Card

Objective: To recognize the contribution teens make to a community, school, or family.

Execution: Ask teens to nominate themselves or another teen who is a good teen. They can nominate in store, by e-mail, phone, or mail. Print off a nomination form from www.worldsbestteentarget.com. One hundred teens will be chosen to receive $200 gift card.

E-mail: Are you the world's best teen? Is your best friend the world's best teen? We want to know. Please complete the online form and send it to www.worldgreatestteentarget.com. You can also mail it to us or apply in store.

Budget: $15,000. $10,000 in gift cards, $5,000 for computer work and selection processes. Photographs and news articles are part of the store's PR budget.

Title: Honor a Veteran on Veteran's Day.
Objective: To create teen awareness that Veterans Day was designed to honor veterans who sacrificed to keep us free. By honoring veterans, we show our appreciation and understanding for those who served in the military. Teen Target honors veterans
Execution: In this online campaign, Target will send e-mails to teens that invite them to write e-mail letters to Target thanking veterans for keeping us free. The first e-mail invitation will briefly state that Veteran's Day is in

p.26

November, and that we remain free because soldiers fought wars to keep us free. Please write a letter to a Veteran to thank him or her. Explain how you enjoy your freedoms. Appeal to the generous nature of a teen. In a follow-up e-mail include several letters as an example and to stimulate other letters. Thank the teens for writing to Veterans. Send the e-mails to VA Hospitals, Department of Veteran Affairs, the VFW, and the American Legion. Chose several letters for inclusion in newspapers and newsletters. Ten letters will be chosen to win a $1000 Target Teen Gift Card.
E-mail: Veteran's Day is November 2007. Do you know that we honor veterans who fight so that we can be free? Please help us honor veterans by writing a letter to a veteran thanking him or her for keeping us free. Start the letters, "Dear Veteran," Include your name, address, and e-mail. Tell the veteran how you enjoy your freedoms. Then e-mail it to www.targetveteran.com. The Veterans will enjoy hearing form you. Ten letters will be chosen to receive $1000 Teen Target Gift Cards.
Budget: $12,000. This will cost $1,000 to set up the e-mail letters to send to teens, collect, organize. It will cost $1,000 to send to VA Hospitals, and veteran organizations,

p.27

take photographs, and write articles. To honor ten teens who wrote letters, $10,000 in gift cards will be awarded. The ten letters will be chosen at random.

 

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 Measurement

Qualitative

Store Intercept Survey

Objective: To test the recall on the swimsuit ad.

Method: Conduct store intercepts in ten coastal cities across America. Ask interviewers to show three different swimsuit ads to 100 teens in each city, half boys, half girls. Ask which ad is most memorable.

1.     Swimsuit ad with girls in swimsuits in show rooms

2.     Swimsuit ads with girls playing volleyball.

3.     Swimsuit ads offering thongs, totes, and towels.

Results: The most memorable ad will be chosen for inclusion in flyers and magazines.

Costs: To interview 1000 teens and evaluate results will cost $20,000.

Online Survey

Objective: To test online ad.

Method: From the Teen Target data base send e-mail survey to 100,000 teens to evaluate the hoodie and cropped pants ad. They will see three ads in the e-mail and are asked to submit the ad they like best.

E-mail: Teens which ad do you like best? Chose one

________On the rack?

________At the Cook-out?

________On the boat?

Submit

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Cost: It will cost $1000 to draft the ad, send the e-mails, and tally the results.

Quantitative

Teen Target Card Sales

Objective: To know how many teens have signed up for the Teen Target Gift Card.

Method: Each Teen Target Card will have a number and a bar code. There will be a running total online available by knowing the last number issued.

Cost: $100. Cost is minimal. A computer keeps track of the number of cards issued. The researcher searches the number sold on the computer. The information is readily available.

PlayStation 3 sales

Objective: To find out how effective the advertising is. How many PlayStation 3 have been sold before and after the campaign.

Method: For three months prior to the Teen Target Campaign, calculate the number of PlayStation 3 sold. This information comes from the barcode of the sales. Three months after the inception of the new campaign, compare the number of games sold. This information comes from the barcode. This information is available instantaneously on Target computers . In less than one hour a report can be made that compares the number of PlayStation 3 sold as a result of the advertising.

Cost is minimal, $100, to have a computer search and report compiled.

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Conclusion

            Target is an upscale discounter that sells trendy high quality products and services for home and office.  The median age of the guests is 41. Target will target teens age 13-17 in this campaign.

            Target core values are to provide discount, trendy goods at a fair price, embrace diversity, protect the environment, and give back to the community.

            Target’s mission is to sell quality goods at a fair price. Expect more. Pay less.

Target competes with Wal-Mart, K-Mart, Kohl’s Magic Mart, Abercrombie and Fitch, The Gap, J.C. Penney’s and Kaufmanns. Target distinguishes itself with clean stores that are trendy and customer friendly.  Wal-Mart is the biggest competitor because of low prices.

            The human characteristics associated with Target are sincerity, excitement, competence, sophistication, and ruggedness. Teens want to be independent yet be apart of the “in” group.  They want acceptance.

            All participants of the top-of-mind awareness survey and competitor profile rated Target as a favored trendy discount store where they will purchase clothes, cosmetics, electronics, and sports equipment. They like on-line shopping because of convenience.

            Through on-line promotions, magazine ads, newspaper advertisements, and radio spots, Target reaches teens 13-17.  Through public relations, Target further engages teens in the Target Teen Toy Drive, Best Teen Award, and Honor A Veteran.

            Objective: This one year, $100 million dollar national IMC plan targets teens age 13-17 to by and share in Targets youth products. It will be successful.

 

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