Expect More, Pay Less

Business Strategy “Expect More, Pay Less” Focused on quality goods at low prices special focus on design (with clothes, accessories, houseware, and home décor) Allows for more wealthy customer base than standard discount retailers Keeps Target away from direct competition with Wal-Mart

Ad Campaign The red-bullseye-said to be one of the most recognized brand symbols (with McD.’s arches and Nike’s swoosh)- recognized by 96% of American consumers 1997- ran a 12-month national campaign in unusual spots NY Times, LA Times, Chicago Tribune, building walls in NY, and bus shelters from Miami to Philadelphia

Ad Campaign Spends 2.3% of revenue on advertising Wal-Mart only spends 0.3% on advertising Design partnerships create an advertising theme and synergy for design and advertising

Sponsorships and Partnerships Sponsored Washington Monument restoration Take Care of Education program Partnership w/ Coca-Cola Color My World red line campaign Sponsorship of CBS Survivor

Facts about Target Founded in Roseville, MN, 1962 Headquarters is in Minneapolis Currently-1,684 Targets in 48 states Employs 360,000+ people 2007-made $63.4 billion

Why is Target better than Wal-Mart? The average Wal-Mart has 450% more police calls than the average Target About ½ of all Wal-Mart employees leave the company each year Wal-Mart was sued 4,851 times in 2000-or about once every 2 hours