1. Searching For A Home Run
Target Team:
Searching For A Home Run
Alex Sivo
Matt Commander
Yoav Monjack

2. Overview Project Problem and Objectives
Research and Identifying Root Cause
Solution
Expected Cost
Expected Benefits

3. Project Problem and Objectives
Initial Problem:
Over the past five years, Target’s Home Department has experienced a constant decline in revenue of 1.2% each year.
Objectives
Market research to identify root cause for decline
Year 1: revenue plateau
Year 2 and beyond: increase in revenue

4. Research and Identifying Root Cause
Looking back in order to move forward
Two methods of research:
Executive Team Leaders survey
Customer survey
Problem alone then follow with objective

5. Research and Identifying Root Cause
Results
Executive Team Leader survey:
Rise of Home Department specialty stores
“I believe the sales decrease that we have seen is largely due to home specialty competitors…The perception is that the quality of products at Target is not as high as at our competitors”
Executive Team Leader
Customer survey
Add result later

6. Research and Identifying Root Cause
Customer Survey
Problem alone then follow with objective

7. Solution Affordable Dreams
Expect More, Pay Less
Affordable Dreams
Talk about the slogen expect more comes first then affordable

8. Solution – Affordable Dreams
Stage 1
Product Book
Concept
Layout
Backer Paper
Concept
Layout
Talk about the slogen expect more comes first then affordable

9. Solution – Affordable Dreams
Talk about the slogen expect more comes first then affordable

10. Solution – Affordable Dreams
Stage 1
Talk about the slogen expect more comes first then affordable

11. Solution – Affordable Dreams
Stage 1
Talk about the slogen expect more comes first then affordable

12. Solution – Affordable Dreams
Stage 1
Product Book
Concept
Layout
Backer Paper
Concept
Layout
Talk about the slogen expect more comes first then affordable

13. Solution – Affordable Dreams
Actual
Proposed
Affordable Dreams
Talk about the slogen expect more comes first then affordable

14. Solution – Affordable Dreams
Stage 2
“My Affordable Dreams”
Concept
Layout

15. Solution – Affordable Dreams
Stage 2

16. Expected Cost Book Production $46,000 - 102,000
Backer Paper Production
About $102,000
Station Fixture
About $5,000,000
Additional Strategy and Processing
Merchandising Team
Marketing Team
Store Level
“My Affordable Dream”

17. Expected Benefits Higher Perception of Quality
Increase Revenue Through…
Complementary item sales
Customer time spent in the Home Department
Sales ability of Target Staff
Target’s Community

18. Affordable Dreams
Q&A
Talk about the slogen expect more comes first then affordable

19. Appendix
Talk about the slogen expect more comes first then affordable

20. Guidelines For Submitting A Photo
A photo must be submitted according to room type
Kitchen
Dining Room
Living Room
Bedroom
A photo must:
Be at least 4 megapixels
Contain at least 5 items from Target Home Department

21. Winner Criteria Category 1 Category 2
Book presentation winner – 10 winners for each edition of the book.
Smaller category winners – the best of the best photos
Total winners per year = 40
Winner will receive a $500 gift certificate to Target
Total cost $20,000
Category 2
Online presentation winner – 10 winners each month
Bigger category winners – good photos
Total winners per year = 120
Winner will receive a $100 gift certificate to Target
Total cost $12,000

22. Looking To The Future Leveraging Technology Guest Designer
Cross Department Marketing

23. Expected Cost There are 1,700 Target Stores Book Production
3 Books per store
Book cost $9-20
$46, ,000
Backer Paper Production
3 Backer paper per store
Backer paper cost $20
$102,000
Station Fixture
3 stations per store
Production cost $500
Shipping and installation $500
$5,100,000