Always met the customers needs at the time Hence as mentioned in the case study

Always met the customers needs at the time hence as

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“Always low prices. Always” met the customers needs at the time. Hence, as mentioned in the case study, “Walmart was the new focus” with Target making sure that prices were comparable with Walmart’s. “Future promotions would communicate the ‘pay less’ message to consumers, while also highlighting the fact that Target is every bit the convenient one-stop shopping destination that its larger rival is.” Target knew that its higher-class image was not working, whereas Walmart’s simple, convenient image worked, and Target was mirroring everything Walmart was doing to generate successful results. “Store visitors were greeted with large signs boasting price points and value messages”, which showed Target making moves like those of Walmart. Target also made similar ads to those of Walmart and Kmart as it realised that the consumers were leaning more towards thriftiness and “Target increased the emphasis on its own store brands of food and home goods.” Most unambiguously Target made “two significant operational changes”. One it began converting a corner of its department stores have 90 percent of food categories from regular grocery stores. This move was clearly in response to Walmart being a one-stop shopping mart. Second, it changed its brand image from the bull’s eye to “big, colourful, upward pointing arrows on a white background, wit the new brand name, ‘up & up.’” This emphasized low prices just like Walmart’s image was.
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6. Value proposition is the full positioning of a brand-the full mix of benefits on which it is positioned and differentiated. Target’s new emphasis on the “Pay Less” while keeping the existing tag line is described best by the value proposition of ‘More for Less.’ From the case study, we can see that after the economic downturn Target had to bring about a change in its position to better appeal to its target consumers. The Tag line was “Expect More. Pay Less.” Keeping the same tagline the emphasis was now more on the ‘Pay Less’ side of things. Target made sure that they did whatever possible to convey this message to its customers. They brought about changes in their stores to make Target a one-stop convenience store. Commercials and advertisements were launched to emphasize good quality for lesser prices like “The new salon trip.” Moreover, operational changes were made like the in-store changes and the brand name change, which all show that Target focused on the ‘Pay less’ side of things and had a value proposition of ‘More for Less’ after the economic downturn. The value proposition before the economic downturn was of ‘More for More.’ This is evidenced, when one shopper said “Target is a nice place to go. Walmart may have good prices, but I would rather tell my friends that I came back from shopping at Target.” The tagline as mentioned earlier was the same, but Target was a high-end store, with better quality products for slightly higher prices in comparison to Walmart, which emphasized on its low prices.
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