Embed Size (px)
Citation preview
Connecting Target with Wellness: Target’s Initiative to Capture the Wellness Market
SpotOn [email protected] December 9, 2009
Agenda
• Target’s Wellness Market Opportunity• A Plan of Action• Recommendation 1• Recommendation 2• Questions• Conclusion
Target Should Take Advantage of the Wellness Movement
Strengths Weaknesses TargetÕs product offering incorporates
wellness items.
Target has strong brand value.
Wellness products not highlighted on Target sales floor.
Exercise equipment is disorganized.
Sports equipment lacks a good, better, best pricing strategy.
Heavy congestion in pharmacy areas
Opportunities Threats
Wellness trend increasing in breadth and depth.
Wellness trend presents opportunity to capture new consumer base.
Wal-mart has implemented a wellness initiative.
Multiple small retailers are established in the ÒwellnessÓ market.
Establish Target as a Wellness Provider to Capture a New Demographic
o Being healthy
o Making good choices
o Exercising and eating well
o Television advertisements
o Wellness Fair
o Wellness Wednesday
Define Wellness Create Awareness
We want People to Know Target=Wellness
HOW PEOPLE WILL KNOW:o Television Ado Wellness Fairo Wellness Wednesday
WHY IT’S EFFECTIVE:o The advertisement is an introductiono The fair generates excitemento Wellness Wednesday Creates
constant interest and association
WHAT WILL BE ACHIEVED:o People think Target when they hear
wellnesso People will begin to associate certain
items with wellness, and know where they get those items: Target
We want People to Know Target=Wellness
HOW PEOPLE WILL KNOW:o Television Ado Wellness Fairo Wellness Wednesday
WHY IT’S EFFECTIVE:o The advertisement is an introductiono The fair generates excitemento Wellness Wednesday Creates
constant interest and association
WHAT WILL BE ACHIEVED:o People think Target when they hear
wellnesso People will begin to associate certain
items with wellness, and know where they get those items: Target
Wellness Fair- The Kickoff
WHAT IT IS:o Involves Children With Wellness gameso Prizes/Promotions/Info given
throughout the entire Store and Parking Lot
RESULTS:o Offers a fun environment and
generates hypeo Introduces key wellness products to
potential guestso Gives Target’s wellness partners an
opportunity for promotiono Announces the coming wellness sale-
Wellness Wednesday
Why not Simply Start the Sale?
WELLNESS FAIR:o Defines Wellness for the guesto The only event with free samples
People will Associate Target with Wellness
THE SALE TARGET NEEDS:o Rotating Sale Mixo For all guests
THE SALE TARGET WANTS:o Easy to Implemento The Name is Catchy
The Draw of the Water Cup-Coupon
Potential Water Cooler Locations
Potential Sale Areas
Create a Flow to and from Wellness Products
REVITALIZE ITEM DISPLAYS:o Shelvingo Wellness Identification Strip
RENOVATE PHARMACY:o On-Floor Pharmacisto Waiting Area
REVAMP FITNESS SECTION:o Reorganizationo Seasonal Stocko Good, Better Best Pricing
Product Displays
NEW SHELVING:o Cleanliness = Wellnesso Update material to thick, white
wood from thin, beige metalo Futuristic design is appealing
NEW SIGNAGE:o Place wellness products on shelves
with red background and white logos
o Noticeable to those looking for wellness products
o Wellness products are on shelves at eye-level
“Expect More…”
Pharmacy Renovation
o Location of Pharmacy already entices guests to shop
o Waiting area eases congestion
o May increase book sales
o Assists guest with questions and concerns
o Helps guest choose right product for their lifestyle
o Shows guest Target’s commitment to personal wellness
Go Shopping
Pick up Next Day
Read a Magazine or Book
Talk to Pharmacist
54.2
22.0
20.4
3.4
Revamp Fitness Section to Ease Wellness Purchases For Guests
oReorganize Fitness SectionoSeasonal IsleoGood, Better, Best Pricing
Implementation of Wellness Recommendations Guarantee Results
o Pharmacists will aid guests in purchases
o Wellness Destinationo Wal-Mart initiativeo Small Retailers o Wellness megatrendo Opportunity to be Wellness
“discount retailer’
