IMAGE

In 2002, the Minneapolis– based Target Corporation leapfrogged over all other competitors to become the number two discounter – just a few steps behind the colossal giant – Wal-Mart. Today, its giving Wal-Mart a few lessons in retailing. Target realized there was no point in taking Wal-Mart headon. It needed to make its own position. So while Wal-Mart had got the price advantage and was perceived as the ‘Everyday Low Prices’ outlet, Target had to build a new image for itself. Target very cautiously started to build an image of ‘Cheapchic’. Clever partnerships with designers, and creative advertising made it sure that young, better educated and more affluent customers started frequenting Target. The supermarket soon made a name for itself as a happening and fun-place to be.

So much so, it made Wal-Mart look old and frumpy. Target became hip and cool. The image people have about your retail outlet is very important in ensuring customer loyalty. So Big Bazaar is known as a no-frills-discount store. If you are looking for a great buy, then this is the place. Shopper’s Stop, on the other hand, is for the upwardly mobile and trendy. And the fact is that you need to weave your advertising strategy around this image too. Years ago, Bloomingdale’s did this by using the tag line, ‘Like no other store in the world’. It immediately cast an aura around the store and set it apartso much so that when Queen Elizabeth visited USA, she stopped at Bloomingdale’s!

For Complete IIPM - Article, Click on IIPM-Editorial Link

Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006

More IIPM-Sites:-
http://iipmpublication.blog.co.uk/

http://iipmeditorial.blog.co.uk/

http://iipmpublicationeditorial.blog.co.uk/

http://iipmmanagement.blog.co.uk/

http://iipmeditorialandpublication.blog.co.uk/

http://spaces.msn.com/iipm-best-edition/

http://spaces.msn.com/iipm-bestarticle-iipm/

http://spaces.msn.com/iipm-best-publication/

http://spaces.msn.com/iipmedi-iipm/

http://spaces.msn.com/iipm-article-pub-iipm/

http://iipmbestarticle.blogspot.com/

http://iipm-best.blogspot.com/

http://iipmnewsarticles.blogspot.com/

http://iipmarticleiipmeditorial.blogspot.com/

http://iipm-bestfaculty.blogspot.com/

http://iipmpublicationedu.blog.co.uk/

http://iipmbestfaculty.blog.co.uk/

http://iipmnewdelhi.blog.co.uk/

http://iipmdelhi.blog.co.uk/

http://iipmeditorialiipm.blog.co.uk/

http://spaces.msn.com/iipm-publicationiipm/

http://spaces.msn.com/iipm-art-pub-iipm/

http://spaces.msn.com/iipm-editorial/

http://spaces.msn.com/iipm-publication/

http://spaces.msn.com/iipm-edi-publication/

http://iipmarticlepublicationiipm.blogspot.com/

http://iipm-newsarticle.blogspot.com/

http://iipmeditorial-iipm.blogspot.com/

http://iipmpressarticle.blogspot.com/

http://iipm-press.blogspot.com/

Rashmi Bansal Publisher Of JAMMAG Magazine Caught Red-Handed, for details click on the following links:-

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)