Target Stores' Differentiation Strategies

To be able to offer the most up to date styles and trends to the customers Target focused on merchandising. Recognizing that just having the goods in the stores was not enough, Target also worked on conveying this image to the customer through its store layouts and displays, and through marketing and promotions.

It consistently used its famous Bullseye logo and tag line, 'Expect more. Pay less.'in its marketing and promotions. According to an article in Advertising Age in 2003, its logo was recognized by 96% of Americans. Unlike other discounters, Target itself had become a brand because of its successful merchandising strategies, marketing, and advertising.

Target developed an image and displayed products that matched its customers'lifestyles and created enhanced merchandise displays. It offered a mix of private labels and national brands in creative and innovative layouts and displays. In the early 1990s, Target had several private labels with merchandise at all price points.

'Favorites' was its opening price point label offering basics and its 'Honors'label was priced just above that. The label 'Sostanza' was a better quality, more European look for the younger customer, and was all predominantly ladies' ready-to-wear lines. Target also had 'Pro Spirit', which was an active wear label. Its 'Greatland'label was positioned as an outdoor wear label.