Target is re-branding to “Real MOMS”…..Bye-Bye Bullseye!
Is that bull’s-eye logo going bye-bye to survive the Wal-Mart effect? What does Wal-Mart know that may save business everywhere?
Is it true- is Target steering away from their famous Bullseye logo? Since March of 2009, they have been pulling it to implement an ARROW; that is being targeted right to “Real MOMs” and how they are saving real money at Target.
The MOM demographic just happens to be the largest growing consumer base, next to the Hispanic market, which both carry allot of weight behind their dollar buyer power.
Target has been under pressure from its largest majority stock holders to be more competitive with its rival Wal-Mart for some time now. With Wal-Mart’s branding shifting to target the female buyers; Target is feeling the pressure to jump on the band wagon. Target wants their shoppers to know that they are just as affordable as the next discounter….and if they are looking for deals, no need to look past Target. Kathee Tesija, executive vice president of merchandising, says Target is relaunching its Target branded products under the name “Up & Up.”
The Target brand of private label goods are the fastest growing in store brand with a 25% growth in the last five years. Is Target trying to be like Wal-Mart? Can they afford to? Target is even offering to do price matching…like you know who.
Target and Wal-Mart are both interested in being number one, in maybe the same market. That may not work for Target when things get better in the economy; they may have a tough time distinguishing themselves out of it. Morphing to survive is a tricky, tough proposition.
If Target and Wal-Mart have had to change up their philosophy to tap into another market to make it, should your business consider another path through rough times? Can you reevaluate your business and semi-morph to survive? It should make you feel good, as a small business owner, that the big guys have to change to make it also.
If things are tough for your business right now, reevaluate your offering, Pay attenmtion the growing segment of the population, and see how you can service them.
Mom’s are HOT right now, and will be staying around for a long, long time……
Always Dream BIG!
Kim
October 31st, 2009 at 5:49 pm
hello
whats the point
November 1st, 2009 at 12:26 am
Perhaps Target should read up on Tropicana’s logo change if they’re thinking about changing the bullseye that EVERYONE associates them with.
(hint - it backfired tremendously)
November 1st, 2009 at 4:24 pm
I don’t think they’re changing their logo based on on demographic or persona type. I think they are evolving a sub-brand similar to Best Buy’s “Geek Squad”.
It makes sense that during a tough market that a company focus a “cost saving brand” since the parent brand is well established. Target’s Up & Up sub-brand is a cost savings version of the already popular parent.
The timing of the financial crisis to it’s launch is all about timing and keeping an eye on the competition: Walmart.
How else do guarantee a continuous flow of revenue during tough financial times?
November 3rd, 2009 at 4:02 pm
Target was certainly a late bloomer with moms. It was a hot topic on Twitter when Walmart engaged the mom market with their “Eleven Moms” campaign. Moms continually commented that they wished Target would do the same so it’s nice to see that they finally listened.
As for Target updating their logo, I agree with mimojito. I don’t think they are changing their logo either just promoting their cost saving brand to compete with Walmart.
Great article Kim!