Marketing Communications PlanTarget Company expansion into Europe

Kristen Adams

December 11, 2012

Overview1. Strategy & Environment2. Brief History of Company 3. Marketing Communications Efforts4. Audience Demographics5. Objectives6. Messages7. Channels8. Budget9. Measurement and Evaluation Methodology

Strategy & Environment:Focus of the MarCom plan

Product Product line Company image

Target Audience

Specific Broader Broadest

Messages Detailed Higher level ConceptualChannels Very targeted More general Broad reach

Brief History of Target

1902 – Founded by George Dayton 1911- Dayton’s Department store 1916 – Associated merchandise corporation 1946 – Gove 5 % to communities 1962 – The birth of Target 1968 – Updating the bulls eye

Brief History of Target:Mission

“Our mission is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our Expect More. Pay Less.® brand promise” (Target).

Marketing Communications Efforts:Consumer Expenditure

Consumer Expenditures (per capita)

HousingTransportFood & Non-Alcoholic BeveragesMiscellaneous Goods & ServicesLeisure Hotels & CateringHousehold Goods & ServicesClothing & FootwearHealth Goods & Medical ServicesAlcoholic Beverages & TobaccoCommunicationsEducation

Marketing Communications Efforts:Consumer Forecast

Hot Drin

ks

Consu

mer Ele

ctroni

cs

Packa

ged Fo

od

Consu

mer App

liance

s

Appar

el

DIY & Gard

ening

Tobacc

o

Housew

are & Hom

e Furn

ishing

s

Beau

ty & Pe

rsona

l Care

Fresh

Food

Consu

mer Hea

lth0

200

400

600

800

1000

1200

1400

Per capita value 2010Per capita value 2015

Audience Demographics:Purchasing Power

Audience Demographics:Key Consumer Trends

• Consumer morale low – purchasing power No.2 preoccupation of the French population, after unemployment

• Hard Discount and Private label benefiting from downturn

Objectives:Advertising Goals

Objectives:Advertising Goals

Messages

We want our customers to know about…

Our company image: address overall branding.

Our product lines: highlighting similarities, differences, and relative positioning among products.

Our individual products: specific features and benefits

Channels:Broadcast Media

Channels:Social Media

Budget

Year 1 Year 2 Year 3Product Sales 20.5 65.5 112.3Product Contribution

10.0 15.3 40.7

Advertising/Promotions

20.0 20.0 10.2

Profit (loss) (9.5) 30.2 61.4Cumulative profit (loss)

9.5 20.7 40.7

Measurement and Evaluation Methodology

Social networks attract 21.9 million users in France in 2012. With the number of mobile social network users in France expected to increase from 7.5 million to 11.3 million in 2013, Target’s media plan will increase awareness, build loyalty, and improve sales.

Works Cited

"Europe: France." Central Intelligence Agency. CIA. Web. 11 Dec 2012. <https://www.cia.gov/library/publications/the-world-factbook/geos/fr.html >.

"France." New Media Trend Watch. European Travel Commission, 6 2012. Web. 27 Nov 2012. <http://www.newmediatrendwatch.com/markets-by-country/10-europe/52-france?start=2>.

"France Facts." Bojour La France. Bojour La France. Web. 11 Dec 2012. http://www.bonjourlafrance.com/france-facts/france.htm.

“Mission & Values." Target. Target Brands, Inc.. Web. 11 Dec 2012. <https://corporate.target.com/about/mission-values>.