1. Marketing Communications Plan
Target Company expansion into Europe
Kristen Adams
December 11, 2012

2. Overview Strategy & Environment Brief History of Company
Marketing Communications Efforts
Audience Demographics
Objectives
Messages
Channels
Budget
Measurement and Evaluation Methodology

3. Strategy & Environment: Focus of the MarCom plan
Product
Product line
Company image
Target Audience
Specific
Broader
Broadest
Messages
Detailed
Higher level
Conceptual
Channels
Very targeted
More general
Broad reach

4. 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

5. 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).

6. Marketing Communications Efforts: Consumer Expenditure
How do your customers prefer to buy? What communications best facilitate buying and selling?

7. Marketing Communications Efforts: Consumer Forecast

8. Audience Demographics: Purchasing Power
Control Spending
Replace only when needed
Do-it-yourself
Seek Value
Shop Smarter

9. 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

10. Objectives: Advertising Goals
Awareness
Comprehension
Conviction
Action

11. Objectives: Advertising Goals

12. 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
What do you want your customers to know?

13. Channels: Broadcast Media
State-owned France Televisions
Multi-channel satellite and cable services
Radio France
Radio France Internationale
Commercial FM stations

14. Channels: Social Media
Windows Live Profile
Skyrock
Twitter
Facebook
YouTube
YouTube, Facebook, Twitter, Skyrock, and Windows Live Profile.

15. Budget Year 1 Year 2 Year 3 Product Sales 20.5 65.5 112.3
Product Contribution
10.0
15.3
40.7
Advertising/Promotions
20.0
10.2
Profit (loss)
(9.5)
30.2
61.4
Cumulative profit (loss)
9.5
20.7

16. Measurement and Evaluation Methodology
Social networks attract 21.9 million users in France in 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.

17. Works Cited
"Europe: France." Central Intelligence Agency. CIA. Web. 11 Dec < world-factbook/geos/fr.html >.
"France." New Media Trend Watch. European Travel Commission, Web. 27 Nov < country/10-europe/52-france?start=2>.
"France Facts." Bojour La France. Bojour La France. Web. 11 Dec facts/france.htm.
“Mission & Values." Target. Target Brands, Inc.. Web. 11 Dec <