INTERNATIONAL MARKETING & COMMUNICATION

Target(in)g France
GROUP 3

FRANCE
TARGET
 But first...
What will we be talking about ?

Key factors of Target's success

Global and local SWOT explanation

The competitive environment in France

Consumer Habits and Behavior analysis

Brand strategy global and locally

Focus on a clear communication plan

Key factors of
Target's success
A brief history

- Founded in 1902 in Minneapolis by George Dayton.

- Second discount retailer in United States and the fifth

in terms of retail.
KEY NUMBERS
- First Target store opened in 1962 near Minneapolis.

- In 1968, Target open his first store outside Minneapolis

More than 1800 stores

area, in St Louis, Missouri.

Employs around 359 000 people

- Target leaves the Canadian market in 2015 with the

disappearance of the Zellers chain. In 2019, generated a turnover of 75 B$

- In 2019, Disney and Target announce the creation of 25
Net profit of 2.9 B$
Disney Store sales areas in its supermaket.
SWOT Target's
global market

S
SWOT Target's
local market
COMPETITIVE ANALYSIS
The french retailer market

INTERNATIONAL MARKETING & COMMUNICATION

3 MAIN COMPETITORS
N THE FRENCH MARKET
> Offers high standards for french products

MONOPRIX STRATEGY : • Diversify Target's activity and try to adapt the products sell to the French market

• Keep agressive prices: do not implement higher prices than MONOPRIX

CARREFOUR > CARREFOUR offers a large products range: Large choices for customers

STRATEGY: • Maintain the deep product range strategy they have in the local market

• Maintain the concept of fan shops and adapting it to the French market

> 50% of Casino's turnover is due to their branded products and by delivering high quality they

CASINO easily gain customer loyalty

STRATEGY: • Maintain the deep product range strategy they have in the local market

• Develop the customers loyalty system and implement new attractive american products
 BRAND USING ADAPTATION

To respect local expectations

STRATEGY and able to have an excellent

local image

Allows flexibility and reactivity

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THE DILEMA BETWEEN STANDARDIZATION Advertizing is more effective

AND ADAPTATION

Customization and taking BUT ...

in account environmental

factors and constraints Higher costs + less economies

of scale
Alternate between Marketing MIX + Marketing STRATEGY
Slower set up time

Difficult to know exactly the

IMPORTANT to keep up a coherent brand image but still adapted customers

10
 Positioning
How ?
Considering the approach of an adaptation

strategy, the American image of Target will be

somewhat modified and have more similar

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aspects as its French competitors.

The differenciation will be mainly focused on

the product range for non essential goods,

the private brands and the store model .

A large product range with private brands

to keep the exclusivity aspect of Target

+ prices a bit higher than competitors but

who won't exceed french household

budgets
CONSUMER INSIGHTS SIMILARITIES IN CUSTOMERS
Big stores in city limits attract older
12

INTERNATIONAL MARKETING & COMMUNICATION

customers

≠ Smaller stores attract more urban

FRENCH CUSTOMERS ARE MORE
FOCUSED ON...
populations and yournger customers

Flight to Value

Health & wellness

Community
REALTIONSHIP &
Convenience
LOYALTY
Digital connectivity

CREATING
EXCLUSIVITY THEY VALUE ...
Formal language and longer explanations

= very important to have a fluent speaker

to create advertising content

 DEMOGRAPHIC PSYCHOGRAPHIC
Focus on the middle + upper

Mature households middle class

55yo and above customers Formal

2 or 4 person households Growing educated population

Rising purchasing power Growing concerns related to

sustainability and Origin

= Responsible consumption

BEHAVIOR GEOGRAPHICAL

TARGETING Growing concern for Health &

Wellness
Suburbs / Urban areas

All types of climates

Increasing spending on Metropoles with higher

electronics / online shopping incomes

Need for convenience Everywhere with the Online

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shopping service
 How

COMMUNICATIONS SMART!

PLAN
MEASURABLE
- To approximately 4,5M loyal customers

(with

a membership card) in the next decade

- By gaining consumer insights, doing market

studies and have local research studies

SPECIFIC focused on habits and competition.

ACHIEVABLE
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- Target stores and its E-commerce - Adapt and conquer

- To enter the french retail market - Conduct specific market studies to understand the

- To gain market shares and expand french consumers and attract them swiftly.

brand name around the world - Start off with one location then expanding and

keeping a constant possibility of ordering online for

anyone to compete with french competitors on a

large scale.

TIME-BOUND RELEVANT
- Within the next decade - Goal of expansion on the continent

- Trimestrial Studies for the first 2 years - Help to generate more sales and gain recognition

- Applicable in the current social-economic environment (growing

concerns we can answer to + strong digital presence).

 COMMUNICATIONS PLAN

OUR TARGETS OUR CHANNELS OUR METRICS

Search engine
Buzz & Viral Marketing

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traffic
Social Media

Unique visitors
Public relations

Page views

5K followers

OUR MESSAGES
• "Shopping that isn't a task"

• Exclusive private brands

• Appearences by american

celebrities
 interactive billboards
FINAL ADVERTISING

+ Celebrity endorsed television ads

"TARGET: VOUS ÊTES SÛRE DE
TAPER DANS LE MILLE"
FINAL ADVERTISING
Change your habits !

Celebrities ideas for TV ads :

Michelle Obama

Ellen Degeneres
 THANK YOU FOR LISTENING
Maêlys Goubelet - Matteo Masini - Hugo Dorotéo - Lucie Thivolle - Héloise Aubert