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Marketing Communications Plan

Marketing Communications Plan. Target Company expansion into Europe Kristen Adams December 11, 2012. Overview. Strategy & Environment Brief History of Company Marketing Communications Efforts Audience Demographics Objectives Messages Channels Budget

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Marketing Communications Plan

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  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

  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

  7. Marketing Communications Efforts:Consumer Forecast

  8. Audience Demographics:Purchasing Power

  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

  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

  13. Channels:Broadcast Media

  14. Channels:Social Media

  15. Budget

  16. 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.

  17. 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>.

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