Devin Bradford::. the BIG Assigment

[Devin Bradford]

Devin B.pdf

Devin B.doc

Just in case:


Devin B. Bradford
Integrated Communications
Dr. Roy Busby
November 18, 2008


Case Study: Target


• Executive Summary

For the last five decades Target has been extremely successful in marketing itself as a company that focuses on service, innovated design, and quality. With the economy at an all time decreasing slope, many attribute Target’s survival to its devotion to the simple concept of “quality over quantity”. Wal-Mart, one of Targets largest competitors, has a well-recognized promise of “everyday low prices”. Target has chosen not to compromise its ethics and theories by making the “classic mistake” of emulating Wal-Mart’s tactics of price and mass quantities. Target should continue focus more on quality and store personality; maybe move in the direction of targeting a younger generation than it already does. The growing demographic and voice of the Generation Y (ages 18-35) is stronger than ever before; apparent in the 2008 elections. It is the second largest generation after “baby-boomers.” This Generation is strongly peer-oriented and is a market that has not yet been targeted. This younger market needs a store-personality that the can identify with. If Target could become more appealing to the younger middle working class/ college student, by having more compromising prices but still maintaining the value and exclusive designers, it could be more of a household name than it already is.
• Problem Statement
Target prides itself on quality and for the consumer to “Expect more and Pay less.” It also focuses on developing an image that is modern, innovative, and affordable. One of Target’s biggest problems is that it gives the illusion of high prices that are not as competitive with their competition’s “everyday low price.” Target had realized and witnessed that waging a price war on Wal-Mart is a mistake that other brands have committed. The brand struggles with keeping the new and exclusive designer brands and keeping the prices aggressive. In addition to competing for the same consumer market, Target’s money mostly comes from household products, but is out shined by Wal-Mart’s unbeatable pricing, which is more appealing to the price conscious and working middle class.
• Alternatives
As Target faces the economic struggle and competitive disadvantage it should focus more on who exactly it wants to target and continue investing in creating a brand personality geared toward that target market. A great example is Apple by Macintosh. Apple does a wonderful job of creating a character that identifies with its core target audience. Not only does Apple literally depict itself and its audience, but it also shows how it views its competition (i.e. the PC). Target should create a more tangible characteristic other than just the symbol or “Bullseye” the dog. Target should consider sponsoring more events, charities, and programs that its younger audiences attend. They should also focus on university campuses by hosting programs or providing scholarships or internships to students. This would provide a stronger brand loyalty and investment. If Target could adopt theses methods and theories, it would greatly impact them and allow them to tap into a large and vocal market that not many brands have concentrated on. This alternative will take additional research for the target consumer but will in the long-term attribute to the company success in the future.
• Conclusion
This newfound direction will lead Target into a modern and fresh realm of consumers who are eager for a great bargain and quality product. Focusing on this consumer target will allow for new possibilities and trends within the Target brand. It also allows for Target to explore in Generation Y’s specialty of technology. Technology is expanding in ten-folds, providing unlimited growth and opportunities for market and brand development. This idea will enable Target to obtain a strong market share and become a more competitive company in the market. In the long term, this idea would create brand loyalty and stronger hands-on awareness. This idea would emphasize the “Expect More, Pay Less” slogan and ad characteristics to the brand.

• Implementation
To accomplish these goals Target should first research Generation Y and find out more attributes made by this age group. Researchers should tap into resources and websites that follow the trends and growth of this group so they can accurately assess them. As Target becomes closer to its audience it should then create a couple tangible characteristics used to describe itself as a brand. Target would need to get this new character brand out by launching new campaigns, but still use the current motto so it will still be identifiable. By exploring a new demographic and creating a persona that reflex its audience, Target should float into the heart of many for years to come.


Branding Techniques

So now at the end of my lovely college career it is time for me to go out and be a part of the Real World. I have learned a lot about myself, and what I aspire to become. The most beneficial thing I have learned is to sell myself as a product to future employers. I, Devin Briana Bradford, am a brand.
Some product perks:
Charming, sociable, passionate, leader, determined, detailed, cooperative, competitive and crafty.
My captivating personality and fabulous appearance will support most of these characteristics. Also to further my branding, I have several integrated interactive tactics I rely on that also represent and showcase my brand.

Integrated Interactive Tactics:

•Twitter.com - http://twitter.com/D_Bradford
I use Twitter as an interactive media to network with other young professionals that share my same interest in the business world. Twitter allows me to give updates on my life and inform others of my current activities. It also allows me to know what my peers are doing in a simple and sufficient format. I use it as an informal opportunity to network and find out what people in similar lifestyles as my self are doing.

•Facebook.com - Devin Bradford
I love facebook. This is my biggest and best way of interacting with my peers. I can find out what old friends and new friends are doing. Facebook helps me stay in touch because you’ll never when you’ll need someone. I can network with people nation wide. It also allows my to display my lovely personality because my pictures, quotes, and favorites are customized. Facebook could be classified as a resume. You can find out almost anything about me you would ever want to know. I can tactfully express my likes, dislikes, friends and where I want to be.

•Myspace.com - http:// www.myspace.com/85031196
On Myspace, I can also network with my peers. I can blog and read about other people’s blogs. This site allows me to be even more creative and detailed about the layout and design of my page. Myspace is a great networking tool to display who I really am and the brand I present to my peers and future employers.
•Ning.com - http://untadvertising.ning.com/
Ning is a social network I joined to share the similarities of my peers more focused on advertising at UNT. Here we can discuss assignments and share stories about coursework. Since the Journalism family at UNT is pretty close Ning gives us an opportunity to discuss amounts ourselves certain issues and topics that we all face.

•Yahoo Email- [e-mail]
This past semester I have been using this interactive very much to get in contact with future employers and shadowing possibilities. I’ve sent about seven professional emails a week just to network and get my name familiar with department chairs at surrounding advertising agencies. This allows me to put both my creative resume and fundamental resume in circulation amongst some of the busiest men and women in advertising.

•Delta Sigma Theta Sorority Inc., - http://orgs.unt.edu/dst/members.html
This interactive is my local chapter of my sorority’s website. This allows anyone to find out what my sorority and I stand for. This site allows me to get emails, comments or posts from people inquiring about certain events, programs or forums we are holding. This also shows that I can work in a team or group. Being a past president of my sorority also shows that I can be a productive leader and organize my time.


Shadowing Experience

Cheryl Morgan, President and Founder of Denise Company Design in Austin, Texas.

Most Important things I learned to be successful:
1. Personality: so people can remember you
2. Organization
3. Passion
4. Optimism
5. Dedication
Most important things Morgan does to be successful:
1. Puts a piece of herself in every assignment
2. Always is professional
3. Detailed and organized in her work
4. Makes every customer feel special
5. Keeps sticky notes of everything so she won’t forget anything
Most important skills to have to do well:
1. Passionate about what you do
2. Endurance
3. Punctual
4. Basic skills: people expect you to do a little of everything
5. Creativity
Parts of planning, IMC, and branding used:
1. With Denise Company Design, Morgan uses her self and style to make her product stand out. She adds a touch of herself to every adbook, business, card and design she produces.
2. Since Denise Company is a small business, Morgan finds herself doing a little of everything. She has learned to master IMC and us a different media to her benefit.

Ashley Hyder, Programs Manager, Student Programs of
Volunteer Center of North Texas in Dallas, Texas.

Most Important things I learned to be successful:
1. Passion helps you stay focused
2. Think on your feet, problem solving
3. Confidence in your decisions
4. Be ok with making mistakes, learn from them
5. Overall professionalism
Most important things Hyder does to be successful:
1. Communication skills, not just verbal
2. Get better at what she doesn’t do well
3. Organization, have a system
4. Technically inclined
5. Know how to research, she doesn’t know everything
Most important skills to have to do well:
1. Technological
2. Must be able to sell yourself and your ideas
3. Must be on time; you’ll be more focused
4. Verbal and non-verbal communication
5. Open to new ides
Parts of planning, IMC, and branding used:
1. Hyder uses planning in her everyday job. She plans programs for the Volunteer Center with out a committee to bounce a lot of things off of. The most important thing she has learned is to never second-guess herself. She says to “sell your idea like it’s the only one that will work. Never let some one doubt your good idea.”


Terence Reynolds, Brand Creative with the Richards Group of Dallas, Texas.

Most Important things I learned to be successful:
1. Professional skills
2. Creativity
3. Understanding what’s possible
4. Staying up to date on programs
5. Balance of business and creativity
Most important things Reynolds does to be successful:
1. Communication
2. Personality that’s reeks of creativity
3. Determination
4. Confidence, so people don’t walk over you
5. Knowing surrounds, what’s current and what’s been done before
Most important skills to have to do well:
1. Personality must show
2. Must be unique and creative
3. Diversity, able to adapt
4. Business minded
5. Use resources
Parts of planning, IMC, and branding used:
1. Reynolds, does branding for a living. He builds brands and advertisements for some of the most well known companies and products in the nation. He strongly believes in quality branding. A brand can make or break a product. He states that a product can be whatever the brand wants it to be. “A good product+ a great ad (should) = results.”