Target Health and Wellness Proposal
Right on Target Consulting
Agenda
Introduction:
Background
Information and
Audience
Recommendation
1: Target
Wellness Center
Recommendation
2: “Ask Us”
Recommendation
3: Target
Wellness Points
Program
Recommendation
4: Connecting
with the
Community
Key Takeaways
and Next Steps
Background Information
14
12
10
8
Series 3
Series 2
Series 1
6
4
2
0
Category 1
Category 2
Category 3
Category 4
Target Market
Typical Guest
Women
Ages 35-50
Children
Young Adults
Ages 3-12
Ages 20-29
Pre-Proposal SWOT Analysis
Strengths
Weaknesses
• Excellent brand image and
reputation-loyalty
• Superior service
• Strong partnership
• Differentiated "good, better, best"
strategy
• Many different stores and layouts
• Not a specialized pharmacy
• Wellness is not naturally associated
with the Target image
Opportunities
Threats
• Large market for healthcare
• Further promote brand image
• Greater differentiation
• More focused community
involvement
• Specialized competitors already
have strong wellness industry
positions
• Intense rivalry with competitors
• Economic status of the nation
Recommendation1: Target Wellness Center

Wellness Center Signage



Colored signs that clearly segment the Wellness Center
Gives shoppers feel as though they are in a specialized health and
wellness area while maintaining Target’s environment.
Poster Display
Endcaps—Current Situation



Chanhassen Target
Slightly disorganized
Lacks cohesion
No specific focus on
health and wellness
Endcaps—Proposed Solution
Recommendation 1: Health and Wellness
Books
Eat, Drink & Weigh Less by Molly
Katzen and Walter Willett MD
Pilates: Body in Motion by
Alycea Ungaro and Russell
Sadur
The Pocket Food and Exercise
Diary
15 Minute Total Body Workout
[With DVD]
Master Your Metabolism: The 3
Diet Secrets to Naturally
Balancing Your Hormones for a
Hot and Healthy Body! by Jillian
Michaels
The 150 Most Effective Ways to
Boost Your Energy: The
Surprising, Unbiased Truth about
Using Nutrition, Exercise,
Supplements, and Stress Relief
Recommendation 2

Objective: To rejuvenate the “Ask Us” program by
emphasizing Target’s core values through improved
service, convenience, and savings!
Recommendation 2
Create an “Ask
Us” lane
Staff an “Ask
Us”
pharmacist
from 11 am to
7 pm
Facilitate
promotion
“Ask
Us”
Recommendation 2: Cost/Benefit
Costs
• Extra staff in
pharmacy
• ???LIST OTHER
COSTS????
Benefits
• Improved service
image
• More experienced
staff
• Improved “wellness
center”
The largest cost came from the initial investment in the
creation of the original “Ask Us” Program
Recommendation 3: Wellness Points Program
Recommendation 3: Wellness Points Program
Objective: To
increase awareness
and sales of
wellness products
(especially up &
up™ products)
while emphasizing
Target’s focus on
convenience and
savings.
Target Wellness Points Program
Easy-to-use
card to
save!
Earn double
the points on
Target up &
up™
Can register
under the
same
REDcard
CONVENIENCE
and
SAVINGS
Post-Proposal SWOT Analysis
Strengths
Weaknesses
•
•
•
•
Outstanding brand image and guest loyalty
Improved community involvement
Improved service
Positive differentiation in the wellness
industry
• Alignment of the Target brand and wellness
• More resources utilized in Wellness Center
• More staff is required
• Increased training
Opportunities
Threats
• Creating an even greater relationship
between Target's brand and wellness
• More involvement with the community
• New partnerships within the wellness industry
• Governmental Regulation
• It is difficult to sustain points of
differentiation
• Program imitators
Recommendation 4: Connecting with the Community
Objective:
• Connect Target with surrounding community
• 100 existing museums
2 Exhibits
• Wellness orientated
• Target Sponsored
Goodie Bags
• Wellness Products
• Target Products
Next Steps
March 31
2010
January 31
2010
June 1
2010
Selected all
products for
implementation
of the Wellness
Points Program.
Create plan for
endcaps and
Wellness Center
restructuring.
January 31
2011
Full
implementation of
the Wellness
Center at all
Target locations.
Full roll-out of
the Wellness
Points Program.
February 1
2010
May 1
2010
Staff each
Target with an
extra pharmacist
for the “Ask Us”
program and
create the
additional “Ask
Us” lane.
Select Wellness
exhibit designs
for the Museum
Program.
August 1
2010 Museum
Program
exhibits
implemented in
selected cities.
Key Take Aways
Question & Answer
Target Health and Wellness Proposal
Conclusion
Cost/Benefit
Relationship
Promotes Current
Core Values
Improved Brand
Image
• Most costs already
incurred
• Immediate Benefits
• New Outstanding
Opportunities
• Service
• Differentiation
• Convenience/Quickness
• Alignment of Target
Brand with Wellness
• Continued Growth in
Providing Innovative
Service
Bibliography
Amazon.com: Online Shopping for Electronics, Apparel, Computers, Books, DVDs & more. Web. 04 Dec. 2009. <http://www.amazon.com>.
Association of Children's Museums. Web. Nov. & Dec. 2009.
<http://www.childrensmuseums.org/>.
"Customer Retention: Keeping Your Best Customers for the Long Term." Incentive Central. Performance Improvement Council of the Incentive Marketing Association, 2008. Web. 6 Dec. 2009. <http://www.incentivecentral.org/
“CVS Pharmacy Health and Wellness Interview" Interview and Observation by Right on Target
Consulting. 29 Nov. 2009. Target, Eagan, MN.
Hill, Charles W. and Jones, Gareth R. Essentials of Strategic Management: Special Edition. Boston: Houghton Mifflin Harcourt, 2008.
Science Daily: News & Articles in Science, Health, Environment & Technology. Web. 06 Dec. 2009.
<http://www.sciencedaily.com>.
Target.com: Furniture, Baby, Electronics, Toys, Women’s Clothing & more. Web. 07 Nov. 2009. <http://www.target.com>.
"Target Health and Wellness Interview 1" Interview and Observation by Right on Target Consulting.
Super Target, Rosedale, MN.
"Target Health and Wellness Interview 2" Interview and Observation by Right on Target Consulting. 05
Dec. 2009. Target, Chanhassen, MN.
"Target Health and Wellness Interview 3" Interview and Observation by Right on Target Consulting. 05
Dec. 2009. Super Target, Minnetonka, MN.
"Target Health and Wellness Interview 4" Interview and Observation by Right on Target Consulting. 29
Nov. 2009. Target, Eagan, MN.