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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 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 • Measurement and Evaluation Methodology
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).
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
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
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>.