Standing at the Threshold of

Success

A Strategic Campaign

By: Chaitanya Bala, Gibaek Lee, Corey Litwiller, and Sandy

ON

TARG

ET

AgendaSituation Analysis

Threshold SWOT Analysis

Focus Group Results

Survey Results

Multichannel Strategy

New SWOT Analysis

Conclusion & Future Outlook

ON

TARG

ET

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

ON

TARG

ET

Key Question

How might Target leverage a comprehensive

omnichannel/multichannel strategy to support the

Threshold brand, beyond whats being used today?

ON

TARG

ET

YOUR SECTION TITLE HERE

Here is the Section Header

ON

TARG

ET

Primary Research

Survey Results & Analysis

ON

TARG

ET

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.

ON

TARG

ET

Respondent Suggestions

How can we get their attention?

ON

TARG

ET

Primary Research

Focus Group Results & Analysis

ON

TARG

ET

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.

ON

TARG

ET

Multichannel StrategyFor the Younger Consumers

Social Media

For the Older Consumers

T.V. Commercials

Elegant In-store Atmosphere

ON

TARG

ET

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

ON

TARG

ET

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

ON

TARG

ET

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

ON

TARG

ET

ON

TARG

ET

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

ON

TARG

ET

Thank You!