Embed Size (px)
DESCRIPTION
Connecting Target with Wellness: Target’s Initiative to Capture the Wellness Market. Health • Happiness. • Wellness •. SpotOn Consulting [email protected] December 9, 2009. Agenda. Health • Happiness. • Wellness •. Target’s Wellness Market Opportunity - PowerPoint PPT Presentation
Citation preview
SpotOn [email protected] December 9, 2009
Connecting Target with Wellness:Target’s Initiative to Capture the Wellness Market
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
o Television Ado Wellness Fairo Wellness Wednesday
o People think Target when they hear wellnesso People will begin to associate certain items with wellness, and know where to get those items: Target
What will be achieved
How people will know
We want People to Know Target = Wellness
Why it will work o The advertisement is an introductiono The fair generates excitemento Wellness Wednesday creates constant interest and association
Wellness Fair- The Kickoff
o Involves Children With Wellness gamesoPrizes/Promotions/Info given
throughout the entire Store and Parking Lot oOffers a fun environment and
generates hypeo Introduces key wellness products to
potential guestsoGives Target’s wellness partners an
opportunity for promotionoAnnounces the coming wellness sale:
Wellness Wednesday
What it is
Results
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
o Easy to Implemento The Name is Catchy
o Rotating Sale Mixo For all guests
The sale Target needs
The sale Target wants
The Draw of the Water Cup-Coupon
Potential Water Cooler Locations
Potential Sale Areas
Create a Flow to and from Wellness Products
o On-Floor Pharmacisto Waiting Area
o Reorganizationo Seasonal Stocko Good, Better Best Pricing
o Shelvingo Wellness Identification Strip
Renovate Pharmacy
Revitalize Item Displays
Revamp Fitness Section
Product Displays
o Cleanliness = Wellnesso Update material to thick, white wood from thin, beige metalo Futuristic design is appealing
“Expect More…”
o Place wellness products on shelves with red background and white logoso Noticeable to those looking for wellness productso Wellness products are on shelves
at eye-level
New Signage
New Shelving
Pharmacy Renovation
Go Shopping
Pick up Next Day
Read a Magazine or Book
Talk to Pharmacist
54.2
22.0
20.4
3.4
o Location of Pharmacy already entices guests to shopo Waiting area eases congestiono May increase book sales
Pharmacy Renovation
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
Revamp Fitness Section to Ease Wellness Purchases For Guests
o Reorganize Fitness Sectiono Seasonal Isleo Good, Better, Best Pricing
Implementation of Wellness Recommendations Guarantees Results
o Pharmacists will aid guests in purchases
o Wellness Destination
o Wal-Mart initiative
o Small Retailers
o Wellness megatrend
o Opportunity to be Wellness “discount retailer’
