Does Target’s web site (www.target.com) include a value proposition? Is there one sentence that indicates to the visitor what makes them different from their competitor? The site does include a lot of possible sub propositions but it does lack a value proposition. Those include sub value propositions are “Save on the brand you crave” and “The brands you want, at the prices you crave.” The following are three ways that Target misses the bulls eye when it comes to value proposition:
· Target has not identified or clearly expressed its value proposition (Marketing Experiments, slide 2). There is no single sentence that provides a value proposition statement.
· Target is missing the mark when it comes to identifying the primary reason a product should be purchased by a consumer (Marketing Experiments, slide 6).
· Target does not differentiate their offer and distinguish a value the company excels at (Marketing Experiments, slide 12).
Recommendation: Target has many opportunities to distinguish itself with a value proposition. I think they are missing the fact that they sell to the trendy discount shopping crowd. Many of the products that are sold through Target.com are not available through their competitors, which might be the value that they perform best at.
Recommendation: Target has many opportunities to distinguish itself with a value proposition. I think they are missing the fact that they sell to the trendy discount shopping crowd. Many of the products that are sold through Target.com are not available through their competitors, which might be the value that they perform best at.
Reference:
Marketing Experiment (2008)
owerful value propositions: How to optimize this critical marketing element – and lift your results. Retrieved online September 19, 2010, from http://www.marketingexperiments.com/improving-website-conversion/powerful-value-propositions.html
I feel that Target is doing a fair job of a value proposition but I agree that they need a more direct and single posting of their core value proposition. They show and say in different phrases across the site about savings and brand selection but yes they do need one real value proposition posted on the first page. It could be the phrase "Save on Brands You Crave" because its there when you initially visit the page yet it is replaced with another phrase on the next slide. Which does lead to possible subliminal confusion as to what the actual real value proposition is.
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