Brand Battles: Target vs. Walmart
Published April 8, 2014
The battle between Target and Walmart has been going on for years. While each attracts a certain type of shopper, both promise convenience and low prices. We compared some of the main elements that make up these two stores, including their background, audience, product offerings, and marketing efforts. Take a look and tell us which store you prefer to shop.
Background
Founded
Target – 1902, Minneapolis, Minnesota
Walmart – 1962, Rogers, Arkansas
Number of Locations
Target – Over 1,600
Walmart – Over 10,000
Audience
Audience Type
Target – “unique” shoppers, college graduates, women,
Walmart – middle-aged shoppers, parents, elderly
Average Customer Household Income
Target – $64,000
Walmart – $45,000
Major U.S. Market
Target – California, Texas, Florida, Washington, Michigan, Illinois, Missouri, Kansas
Walmart – Midwest, Northeast, South
Focused Product Offerings
Target – home decor, designer clothing
Walmart – grocery & produce, home goods
Marketing
Initial Marketing Aim
Target – The fashion, quality, and service of a retail store, with the low prices of a discounter.
Walmart – The lowest prices, anytime, anywhere.
Current Tagline
Target – “Expect more. Pay less.”
Walmart – “Save money. Live better.”
Social Media Presences
Target – Facebook, Twitter, YouTube, Instagram, Pinterest, Vine
Walmart – Facebook, Twitter, YouTube, Instagram, Pinterest
Social Media Posts
Target – artsy product photos, recipes, music, spotlights on partner people/brands
Walmart – product photos, product “surveys”, blogs, music
Marketing Mentions
Target – is currently expanding into Canada; has private label brands Archer Farms, Market Pantry, Simply Balanced, Sutton & Dodge, Threshold, up & up, and Trutech; recognized for its constant charitable donations; created coupon app Cartwheel for smartphones
Walmart – owns warehouse club Sam’s Club; operates over 6,300 international stores; acquired movie service company Vudu in 2010; has private label brands Great Value and Equate; introduced the Walmart Foundation charity; created Scan & Go app for checkout via smartphone
