Integrated Marketing Communication Campaign for Target Corporation in Canada
Communication Plan for Target Canada
Key Objectives
The primary objective associated with the communication plan is to create brand awareness for Target Corporation in Canadian market. With the implementation of this communication plan, Target Corporation aims to attract the most potential customers from the market and promote its products in order to boost up its sales performance and become the strongest retail brand in Canada. Thus, the key objectives of the plan include:
Create brand awareness among general customers
Promote quality, price-cuts, and superior customer services that are the core strengths of Target Corporation.
Boost up the sales performance in urban areas of the country
Maintain a steady flow of customers throughout the year
Running an effective communication campaign on different marketing and promotional mediums
Fulfilling the needs of the customers by offering a wide range of products for 24-hour requirements.
2. Communication Strategy
i. Target Audience:
Being a large scale retailer, Target Corporation offers a huge variety of grocery, clothing, personal care, home appliances, and professional products at discounted prices. Therefore, it mainly targets mothers who shop for their home and family and want variety, convenience, and savings in a single store. Since Target Corporation offers all types of grocery and consumer products, its target audience consists of all age groups, i.e. children, teenagers, youngsters, adults, and old age citizens. Moreover, Target purchases its products directly from the manufacturers which enable it to charge very competitive prices from the final customers. With the help...
The Integrated Marketing Communication system takes these P's and turns them into C's - similar aspects, but looked at from the stand point of the consumer. In this order of ideas, Product turns into Customer; Price turns into Cost; Place turns into Convenience and Promotion turns into Communication (Wirth, 2001). The first 'P' is product, but really this is all about the customers' needs and wants. Which goods and services customers
" The Live to Win competition is based on the enormously popular sport of badminton in China and participants who answer a series of questions posted online each month are eligible for various prizes. According to a corporate press release, "Each month, 300 winners will receive a limited edition set of 'Lucky Q. Wah Dolls' designed in the likeness of the actual badminton stars. Each doll comes complete with a
Corporate communications involves not just the message, but the idea that communications are managed, and are connected to corporate objectives (Cornelissen, 2004). Therefore, when communication possibilities were limited, corporate options were limited, and one did not see communications management perspectives that advocated the type of intimate connection between communications and corporate strategy that one sees in a modern context (Cornelissen, 2004). What this makes clear is that CC is
Integrated Corporate Communication (ICC) and Corporate Communication (CC) The established limitations are severely customized by globalization: the size of the company (where there is not a major link with the area of the performance, delocalization and outsourcing and being dependent on the network), design of the product and sales (where the relation with the competitors may be competitive cooperative) somewhat similar to the frequency of motor industry), competitive relations of space-time,
A collaborative communication strategy is pursued in relational, supportive, symmetrical channel conditions; and, 2. An autonomous communication strategy is pursued in transactional, unsupportive, asymmetrical channel conditions (Varney 2002, p. 139). Therefore, marketers at Smith & Nephew can fine-tune their marketing communications with business partners and customers depending on the existing relationship in order to maximize the return on their investment of resources in the marketing campaign (Varney 2002). These respective communication
3.5. Communications Strategy The company has developed and implemented an innovative communications strategy in order to attract more customers. Therefore, the company sells its tickets through cash machines, mobile phone networks, convenience stores, and movie rental shops (Sobie, 2006). The company has also organized a series of parties where customers are invited to learn about the company's products and services and to participate in a series of games and other activities. 4.
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