Target TV Commercial - I want to be Walmart

I just saw a Target TV commercial where the whole commercial focused on low prices and ended with the slogan, "Expect more, play less."

My view of this commercial is that its positioning is nearly identical to Walmart, which is a huge no-no in positioning. You never want to take the same position as your top competitor, especially when your competitor already owns that position among consumers. Walmart is the "low cost leader", and people have low cost and Walmart burned into their brains--not Target. This will be a losing advertising campaign as it basically reinforces Walmart's positioning.

What Target should have done is tried to position themselves as differing than Walmart. Maybe better quality goods, or shorter wait time in checkout lines, or something - but not "low price." You are not going to beat Walmart on price so you have to focus on something different as a reason to get shoppers to shop at Target.

For more on the importance of positioning, check out the fantastic book "Positioning: The Battle For Your Mind" by Al Ries and Jack Trout.

To Your Success!

Peter Geisheker, CEO
The Geisheker Group Marketing Company
(920) 471-1638
"We don't help you compete, we help you dominate!"

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To your business success!

Peter Geisheker, CEO
The Geisheker Group advertising agency
"We don't help you compete, we help you dominate"
http://www.geisheker.com
(920) 471-1638