Walmart has become a retail monster in the “big box” marketplace. But one company that has…

Walmart has become a retail monster in the “big box” marketplace. But one company that has competed and found a sizable niche is Target. Its “Expect More, Pay Less” positioning statement allows the retailer to deliver good value in pricing, but also tout a higher-scale shopping experience. Target uses product positioning and floor space to create a unique store environment, while “owning” the color red throughout. Target promotes a softer side that has resonated with customers. Although the recession of 2009 hit Target and other retailers hard, Target weathered the storm by sticking to its core advertising message. As the economy recovered, Target experienced increased revenues. Target has prospered by offering consumers an alternative to Walmart and by communicating that difference in advertising. Visit Target’s website (www.target.com – opens in new tab) and TV ads posted in Target’s YouTube channel (http://www.youtube.com/user/Target – opens in new tab). Review three of Target’s current advertisements. Discuss how Target’s creativity and positioning help to set it apart.

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