Standing at the Threshold of Success A Strategic Campaign By: Chaitanya Bala, Gibaek Lee, Corey Litwiller, and Sandy
Standing at the Threshold of
Success
A Strategic Campaign
By: Chaitanya Bala, Gibaek Lee, Corey Litwiller, and Sandy
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AgendaSituation Analysis
Threshold SWOT Analysis
Focus Group Results
Survey Results
Multichannel Strategy
New SWOT Analysis
Conclusion & Future Outlook
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Target rebranded and released Target Home as Threshold in the fall 2012.
From towels to decor, Threshold offers all types of products.
Quality and Design are the two most important attributes of the brand.
Thus far, Target has been utilizing website, TV, the in-store experience,
sponsored events, and social media to promote its Threshold brand.
Nonetheless brand awareness about the Threshold is very minimal, for Target
shoppers and non-Target shoppers alike.
Relevant Facts
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Key Question
How might Target leverage a comprehensive
omnichannel/multichannel strategy to support the
Threshold brand, beyond whats being used today?
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Primary Research
Survey Results & Analysis
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Summarized Results About 22% of our respondents shop at Target for their home dcor needs.
Out of all of our respondents that shop at Target for their home dcor needs, only about 15.8% of shoppers are aware that theyre buying Threshold products.
The majority of the respondents that are aware of the Threshold brand heard about it while shopping at the store.
The factors that consumers care most about when shopping for home dcor is affordability, quality, and the availability of options.
About 52% of the respondents that shop at Target for their home dcor needs do so because the products are affordable.
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Respondent Suggestions
How can we get their attention?
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Primary Research
Focus Group Results & Analysis
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Summarized Results
Our focus group consisted of an equal number of young consumers, ranging from age 16-26, as well as middle aged consumers.
Upon seeing a sample Threshold product, many participants commented that the packaging was not appealing and rather dull.
The middle aged participants didnt feel social media would have much an affect on their brand awareness, as they barely use social media to learn about products.
The younger participants said they would like to see Target utilizing social media more efficiently.
The older participants value convenience in home dcor items, such as furniture and bedding, more than the younger participants. They see furniture as a duty for the house,
and would like to access it easily.
The younger participants feel that home dcor is more of an exciting project and would like to see how it can be used innovatively.
Participants felts Threshold offers a little something for everyone.
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Multichannel StrategyFor the Younger Consumers
Social Media
For the Older Consumers
T.V. Commercials
Elegant In-store Atmosphere
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Social Media Suggestions Pinterest links to Threshold
products
Instagram for Threshold products
Facebook page exclusively for Threshold products
More Twitter hashtag links to Threshold products
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T.V. Commercials Primetime exposure on big 4
Networks
Among adults, aged 18-49, there are 9.971 million viewers
of primetime T.V. Airing ads in
these stations during primetime
would substantially increase
exposure to the message.
Ads on channels like HGTV
High viewership among adults
Around 7 million Americans
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Make colors more attractive around the Threshold products
Add in-store models like beds and patio pieces around the store
Heavily promote seasonal home decor in the stores.
Add T.V. Displays to demonstrate how to use innovative products.
Elegant In-store Atmosphere
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ConclusionEarlier, we wanted to figure out how Target can use a multichannel strategy to
leverage the Threshold brand.
We will use a differentiated strategy for the two main age groups; young adults and
middle aged ones, and implement the following strategies.
Social Media Integration- Facebook, Instagram, Pinterest, Twitter. T.V. Commercials where appropriate More attractive In-store Models.
This will accomplish the following goals:
Increase Threshold brand awareness for potential customers Maintain current consumers with improved marketing strategies
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Thank You!