Retailing The “ Target” Way

Targeting The Bull's Eye

In the year 1962 Minnesota retailing firm named Dayton opened 1st
Target store in Roseville.

Wall- K-Mart = Same Year

Mixture of each and Every thing
1970 Target had Nearly 17 stores - $200 Million.
Expanded its stores upto 46

Competitors:- K. Mart, and Mid Tier Dept Stores like Sears,

J.C.Penney, Norman McMillan

Laid the foundations to focus on fashion and to increase the scale

of image
IN THE YEAR 1975

 1975. Circulation of Sundays News papers. Target

also expanded its efforts by giving the donations for
charities such as United Way and Habitat for
Humanity.

 1979
 1Billion. Top Revenue Maker of Dayton Hudson

 1980

 Target acquired Ary-Way. Gap of 3 Years acquired

Fedmart{ California Based}
 But in Mid 1980 only California had target Stores.
1987- Robert Ulrich became the president of Target
stores.
 Before this in the year 1984 Dayton and Hudson
Decided to form Dayton Hudson Dept Store
Company
George Jones, Former Executive vice President of
Operations and Vice President of Apparels at Target.
Recalled Late 1980s.

Cont…
Cont…..
Wal-Mart. One off the Effective player in the Market.
Target Realized very early, We are not going to win on
price. But we are going to give the competition. No
future in predatory Pricing.
 Differentiating Growth Strategies.
In the Year 1990. K-Mart was one off the
leading Discount Retail Chain
Kmart $24.2 Billion

Wal-Mart $21Billion

Target $7.5Billion 1st Initiatives taken by Target Management towards this end was
setting up Trend Merchandising Team
Early 1990s
TrendMerchandising Team
3H Design Theory

Head The need that Drives a

Purchase

Handbag Value and Price of Item

Heart The Emotional Magnet

created by Good Design
 Cont…..
Target built its own brands like Cherokee range of apparels
and accessories which's completely different from ones
found at Kmart and Wall-Mart.

In the Year 1995

Target Launched proprietary card for its guests.
Named’ Guest Card”

In the Year 1996

Target Hired Manhattan-Based advertising agency called
Kirshenbaum Bond & Partners
 Cont…
• Target Designed a series of campaigns of
company to open a new store in the area of
New York.
• Ads- Featured a Bull Eye
• Call- 888-100-1235
• Over Whelming Response and all phone
lines were Jammed in few hours