Creative Brief and Strategy --Target Company

Company: TARGET

Founded 1902 in Minneapolis MN, Target is the sixth largest retailer in the United States (Schulz, 2005), 27^th on the 2005 Fortune 500, third largest seller of music in the US (NPD, 2005), and holds the identity as the retailer who sells more gift cards than any other store in the whole country. Target operates more than 1,300 stores in 47 states with its wide variety of products ranges from retail goods and grocery such as clothing and garments, office supplies, foods and beverages, consumer electronics, house wares and the like.

Background

The outstanding performance in e-retailing of the company needs effective maintenance of the medium it utilizes. Thus, using the marketing strategy of Target, this project aims to redesign the existing website into something simple and thematic yet inclusive in terms of consumers’ needs (such as searching for SEASONAL items and goods to be purchased). With the given importance to the events existing in their daily lives, there is a need for the company to attract more people to patronize Target’s products rather than their competitors by using a unique and thematic webpage design. This is also another means of catering to the demands of the technologically dependent global enterprise. This is also an experimental attempt to build new marketing “culture” among American online shoppers in particular the Target’s clientele.

Objectives

To attract consumers and increase online marketing sales by using a thematic website design within one month after its application.

Target Audience

Target is a one-stop retail store for all ages and needs. All online shoppers are attracted not only to the services/products offered but to the accessibility of the purchasing establishment. With the presence of electronic commerce, Target must build a competitive advantage against the other online retailing outlets. Thus, online marketers are the main priority of the project.

Creative Strategy

With the presence of the essential information needed in the existing site, the redesigning will focus on the suggested theme of the website. Themes may range from seasons, events and holidays. There are also changes on the manner of relating the message to the audience. Conversational interaction will be used. Simple yet inclusive process in searching items is also perfected. Categorical arrangement of products according to season, event or holiday is recommended. The partnership of company with other servers must also be updated. Meanwhile, the financial needs of this product are dependent to the vastness of the changes and improvements to be done.

Single-minded Message

Maximum customer service satisfaction through creative communication

References

NPD Group (2005 November 21) iTunes Music Store Cracks Top 10 List of

Leading U.S. Music Retailers in Q3 2005 – Press Release. Retrieved March 30, 2006 from http://www.npd.com/dynamic/releases/press_051121a.html.

Schulz, D. (2005 July). The Nation’s Retail Power Players 2005 – a Special

Report Sponsored by Triversity. Stores. Retrieved March 30, 2006 from http://www.stores.org/pdf/05JULYTOP100.pdf.

Target.com (2006) Fast Facts. Retrieved March 30, 2006 from

http://sites.target.com/site/en/corporate/page.jsp?contentId=PRD03-001085