jcp rebranding: imc
Post on 05-Dec-2014
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MKT 305 (IMC) Anh Tran (Anh)Fall 2012 Chantrapa Khuhaprema (DeeDee)
Patricia de la Paz (Trisha)Piyanuch Kangwankijwanich (Tu)
Professor Michael Savod Soo-Lan Tan (Jacqueline)
Theresia Triswanto (Theresia)Ting Tseng (Apri)l
Agenda
-- Company Overview -- Product, Price, Place•- Markets •- Mission •- Message •- Method
COMPANY OVERVIEWPRODUCT, PRICE, PLACE
Company Overview & 3P
Found in 1902, Wyoming, by James Cash PennyCurrent CEO, Ron Johnson
Product: apparel, home furnishings, fine jewelry, footwear, accessories, beautyServices: salon, optician, wedding
Price: Fair & Square pricing strategy3 types: Everyday, Month-long, & Best Friday
Place• One of the largest retail stores chain in the U.S.• Extensive network of physical stores• Online store & catalog order
Sources: jcp.com, http://myuberlife.com
MARKETS TARGET MARKET
Housewives who •- are family-oriented
- want convenience, one stop shop- are price sensitive
Young adults who - are hip and fashion-conscious
- are occasional shoppers
Single Mom who -is practical and loyal shopper
-is family-oriented-is budget-conscious
Primary Target Market:
Moms who want convenience, one stop shop
Target Markets
MISSION
Benchmark
To change jcp image from consumer
12 months Kick start on JAN 2013
Goal
Time
MESSAGE - BLUEPRINT
MESSAGE
•Moms who worry about house chores
•Moms who look for comfortable and hassle-free shopping experience
•Moms who need one stop service
List 1Psychographics
Perception vs. Reality
- "The truth is ..."
- "You may think, but ..."
•Perception vs Reality
•"The truth is ..."
•"You may think, but ..."
List 2Image
MESSAGE
METHODS - ADVERTISING
Advertising
TVC spot 30 sec+Tie in-TV Show: Ellen, E!, Tonight -Series: How I met your mother-Reality show:America’s Got TalentAmerican Idol
Radio spot 30 sec+ Sponsorship-Local channels
Print + Advertorial MagazinePeople, US Weekly, OK!Cosmopolitan, Marie Claire
Media for moms
Online advertising-Google AdWords-Google AdSense-Google AdMob-YouTube
Current feeling Expected feeling
1.Outdated vibrant, comfortable,
good shopping experience
2. Nothing I need a variety of brands, products,
one stop service
“Change jcp image in consumer’s perception”
Advertising
1 2
3 4
Advertising
5 6
7 8
Advertising
9 10
What you think you know …
… may not be so
Advertising
www.jcp.com
METHODS – SALES PROMOTION
Goal: Improve jcp image
Pull Strategies: “Tell us what u feel and win lots of prizes!”
• Any participants joining our VDO booth, immediately get $10 gift card
• Top 50 who get most like on jcp’s Facebook page will receive gift card
• The winner will get $1,000 gift card
• The rest will get $100 gift card
• Participants who comment on the Facebook page will get a chance to
win the sweepstake for a $10 gift card, 50 prizes
Sales Promotions
Sales Promotions
METHODS – PERSONAL SELLING
• Present and promote jcp store
• Help customers to create a “homey” video
• Encourage customers to register for free membership
• Give information about:
• Cause Marketing
• Sponsorship
• Sales Promotions
• Benefits of shopping at jcp
Our spokeswoman will also be a jcp endorser, as she would wear many items from several brands from head to toe.
Personal Selling
METHODS – SPONSORSHIP
Sponsorship
"The View" show on ABC:
- Appropriate event opportunities: CEO to have an interview (talking about the new jcp), & having
the interview clip on the website Giving vouchers or other gifts to the audience during the show
- Use of appropriate opportunities: Use the show name/logo in PR, ads, and supporting materials Having jcp logo on the show's tickets
METHODS – PUBLIC RELATION
PR
Media Day at jcp (Manhattan Mall)
• Invite writers (women's & moms' magazines) and Mommy bloggers to shop at jcp
• Limited edition jcp shopping bag to be giveno jcp Booklet (with map of store) with cash vouchers for
products and brands within JCPo jcp Tour Guide
• Activities & Events (launched on Media Day; to run for at least 2 weeks) o examples: cooking demo, make-over sessions, etc.
• Event to be documented by photographers and videographers
Post-event Follow Up
• Ask writers & bloggers about their shopping experience and their thoughts + comments
Take down quotes from them
• Answer and inquiries they may have
• Monitor publicity and publish press clippings to all jcp media channels (e.g. official website, Facebook, Twitter, etc.)
PR
Writers from these magazines will be invited:
PR
These Mommy Bloggers will be invited:
Five of My Own (fiveofmyown.blogspot.com) Alice Bradley (alicebradley.net) Hot Mess Mom (hotmessmom.com) Diary of a Mad Woman (seriouslythisreallyhappened.blogspot.com) Thrifty Nifty Mommy (thriftyniftymommy.com) Scary Mommy (scarymommy.com) Dooce (dooce.com) Mommy Adventures (mommyadventures.net) These Four No More (thesefour.com) Me Plus You and Two (meplusyouandtwo.com)
PR
Press Conference
• Invite mass media (newspaper, TV, radio, etc.) to cover the event
• Any inquiries will be answered by jcp
• Writers & Bloggers can also be interviewed by the mass media regarding their experience
PR
METHODS – CAUSE MARKETING
jcp to work with organizations or foundations who support unemployed single moms
(e.g. WeHelpWomen.com, SPAOA, etc.)
• Provide job opportunities at jcp stores to unemployed moms
• jcp to provide job/skill training
• Internal child care for single parent employees
• Part of the profit from every customer purchase from jcp goes to job training for single moms in need.
• Moms for Moms campaign
Cause marketing
Sample Organizations:
Cause marketing
Cause marketing
Reasons for this cause:
• One of the main markets for jcp is women
• Supporting these women’s and moms organizations is related to jcp's main target markets
• > 40% of single-mother families are poor
• 83% of poverty-stricken families are headed by single mothers
• The rise in single motherhood is ill-adapted for the economic shifts of the late 20th century
Awareness:
• Posters/displays at jcp cashiers, stores, and website
• Announcements in jcp's social media siteso Open to other eligible associations & foundations who'd like to
register with jcp for sponsorship
Publicity:
• Press release
• Advertisements (both print & digital)
• Recruitment Ad
• Newsletter on jcp website
• Announcement on social media sites
Cause marketing
METHODS – DIRECT MARKETING
Postcard
QR code
SeasonalCatalog
• Getting back in touch with customers and offering update information of products
• Redirect to jcp website and provide direction to the nearest jcp store
• Show the front content of jcp website and redirect customer to the site
• Promote sales and enhance customers' awarenesses of upcoming events
Direct marketing
Direct marketingExample of post card
METHODS – eCOMMUNICATIONS
E-Communications
Official Website Facebook Twitter Blog
• Sponsorship• Cause
marketing• Advertising• Sales
promotion• PR• Direct
marketing
• Sponsorship• Cause
marketing• Advertising• Sales
promotion• PR• Customer's
feedback
• Sponsorship• Cause
marketing• Advertising• Sales
promotion• PR
• Sponsorship• Cause
marketing• Advertising• Sales
promotion• PR
E-Communications
THANK YOU
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