Company Case Target from “Expect More” to “Pay Less” Essay
I do believe that Target focusing on the “Pay less” part of its slogan they have pursued its best strategy. Today, shoppers are looking for great deals but also products that are of good value. I believe consumers knew that target had quality products but did not believe they were getting a good deal, I know that is exactly what I thought. By focusing on the “Pay Less” portion of the slogan, and portraying the low prices in its commercials and advertising, consumers began to see what low prices the company really had to offer.
Target knew that with all of its performance issues they had to refocus their marketing strategy.
They had reassured customers that they would not compromise the “expect more” part of its brand and changed their in-store marketing and although their “Pay Less’ strategy was aggressive; their financials were slow to respond (Kotler and Armstrong, p. 94). An alternative strategy that they might have followed in responding to the first signs of declining revenues and profits could have been to create a marketing control. This would allow them to evaluate the results of marketing strategies and