kids and target corporation 1000 nicollet mall minneapolis, mn 55403 dear mr. gregg steinhafel:...

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Presented to:

Gregg Steinhafel

Prepared by Zenith Consulting

Presented by:

Kathryn Ferrell

Sashwat Garg

Max Hand

Allison Phillips

Hollis Ring

Ashlyn Smorch

Kids and Dairy: A New Approach to

Packing Lunch

April 2011

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Zenith Consulting Wells Library, Fifth Floor 1320 East Tenth Street Bloomington, IN 47406 April 20, 2011 Gregg Steinhafel Target Corporation 1000 Nicollet Mall Minneapolis, MN 55403 Dear Mr. Gregg Steinhafel: Attached for your approval is a proposal from Zenith Consulting which presents a new program that will provide a solution to the issue presented to us. We foresee this program differentiating Target’s dairy section and increasing Target’s overall dairy market share. This proposal offers a way to simplify the shopping experience for the Target guest while satisfying their dairy needs. The research we have done has led us to find that the typical Target guest is a busy mother of two who values convenience, nutrition, taste, and making a positive impact on her community. Due to these findings, Zenith Consulting has comprised a program titled “Snacks to Pack” that addresses these needs by drawing guests towards Target’s existing dairy section. The items selected for “Snacks to Pack” are kid-friendly and can easily be packed in school lunches. Furthermore, purchasing the featured items will directly support Feeding America, offering Target guests a hassle-free way to give back to their communities. The implementation of “Snacks to Pack” is relatively simple and takes advantage of Target’s existing marketing outlets to make it a successful campaign. We at Zenith Consulting appreciate the opportunity to recommend our unique program and look forward to working with you on future projects. If any questions arise, please do not hesitate to contact us. Sincerely, Kathryn Ferrell Zenith Consulting

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Table of Contents List of Figures ......................................................................................................................................... iii

Executive Summary ............................................................................................................................... iv

Introduction ............................................................................................................................................ 1

Problem............................................................................................................................................... 1

Purpose ............................................................................................................................................... 1

Solution ............................................................................................................................................... 1

Assumptions ........................................................................................................................................ 1

Typical Target Family .............................................................................................................................. 2

Background Information ......................................................................................................................... 3

Shopper’s Problems ................................................................................................................................ 4

Convenience ........................................................................................................................................ 4

Nutrition.............................................................................................................................................. 4

Taste ................................................................................................................................................... 5

Making a Difference ............................................................................................................................ 5

“Snacks to Pack” ..................................................................................................................................... 6

Shopper’s Solutions ................................................................................................................................ 8

Convenience ........................................................................................................................................ 8

Nutrition.............................................................................................................................................. 8

Taste ................................................................................................................................................. 10

Making a Difference .......................................................................................................................... 10

Promotion............................................................................................................................................. 12

Costs ..................................................................................................................................................... 13

Sunday Circular Costs ........................................................................................................................ 13

Label Costs ........................................................................................................................................ 13

Philanthropy Costs ............................................................................................................................. 13

Children’s Buying Power .................................................................................................................... 14

Financial Outlook ............................................................................................................................... 14

Smith Family Conclusion ....................................................................................................................... 16

Pre-Implementation SWOT Analysis................................................................................................... 17

Post-Implementation SWOT Analysis ................................................................................................. 17

Work Cited ............................................................................................................................................ 18

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List of Figures

Figure 1: 2007 Supermarket Sales ...............................................................................................3

Figure 2 .......................................................................................................................................6

Figure 3 .......................................................................................................................................6

Figure 4 .......................................................................................................................................9

Figure 5 .......................................................................................................................................9

Figure 6: Benefits of Including Dairy in Diet .................................................................................9

Figure 7: Charitable Donations by Gender .................................................................................11

Figure 8: Sunday Circular Featuring "Snacks to Pack" ................................................................12

Figure 9: Meals for Minds Costs ................................................................................................13

Figure 10: Projected Revenue and Costs....................................................................................15

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Executive Summary

Now more than ever, it is vital that Target takes advantage of growing market trends,

specifically in the dairy industry. Target has excelled in promoting the “Expect More, Pay Less”

slogan by offering a large variety of high-quality household and apparel items, as well as other

every day necessities, at surprisingly low prices. Target has also made a name for itself through

supporting charitable causes nationwide, donating a total of 5% of their overall proceeds to

nation-wide charities.

However, while Target has maintained a positive brand image and reputation, there is still

room for improvement in Target’s dairy department. Dairy products are simply not bringing in

a substantial amount of revenue for Target.