Analysis and recommendation for the new JCP. Concentrations: Analysis, Strategy

1. The New JCP
STRATEGIC BRAND SOLUTIONS – 10/14/2012
PRESENTED BY:
YAO CUE
JIRIJON
AARON KESSELI
MIKE PATRICK

2. Presentation Agenda
 JCP Overview
 Background & catagory overview
 The competition & JCP‘s position
 Current advertising/messaging
 Strategic Recomendations & Findings
 Identifying the proper target markets
 Lack of stores representing JCP evolved image
 Savings destination vs. Shopping experience
 Perception of saving
 Creative Strategy
 Ad story board / concept
 Conclusion

3. Background
 An original “big-box“ retailer founded in 1902
 Market Overview
 Long History
 Values – “TheGolden Rule“

4. Competition

5. Promotion
 Ellen DeGeneres Oscar campaign
 “Noooo“ campaign
 Months-tailored campaign
 A bold new look

6. Primary research

7. SWOT Analysis
Strengths Weaknesses
- Customer oriented company - Technology – usage of iPads,
- Wealthy enough to innovate RFIDs…
- Long history - The economy is bouncing back
- Retailer of trendy brands – i.e. - Position against competitors
Levi’s
- Fair and Square pricing
- 1,100 stores nationwide
Opportunities Threats
- Technology – usage of iPads, - People are confused because of -
RFIDs… the new pricing
- The economy is bouncing back - Big competition, including
- Position against competitors online
- Many variables in rebranding

8. Theproblems
 People don‘t understand the new pricing policy
 JCP is losing money on sales, because people see no deals and
coupons
 The perception of the brand isn‘t very trendy
 The company is not seen as modern or cool
 The target audience of JCP is not very young
 JCP needs new customers, hopefully for the lifetime
 Not every store is changed according to the new
layout
 This might cause bad experience resulting in never coming
back

9. TheSolution
 Advertising explaining the price strategy
 MSRP on price tags
 Promotion of the JCP shopping experience
 Use the 100 stores
 Location-targetedadvertising
 Segmentation of the advertising

10. Brand Essence

11. TwoCreativeStrategies
 Educational
 Current JCP consumers
 Middle income, sub-urban, middle age
 To show howthenewpricingstrategyworks
 Persuasive
 New consumers
 18-24-year-olds
 To promote JCP’s shopping experience

12. Creativeexecutions
 Highly Targeted advertising for 18-24 based on
location about the shopping experience
 YouTube spot, Facebook Ads, Google Ads
 Various websites (MRI+ indexes):
 For males: cnet.com (140), wsj.com(140), foxsports.com(138)
 For females:
Coupons.com(157), overstock.com(139), cheaptickets.com(136)
 Nationwide TV spot about the new pricing policy
 Current channels

13. Expected Results
 Less confusion
 Continual rise of customers
 The younger audience will get younger
 Rise in sales of 7%
 the price of the share rise to $32/share by the end of
2012 and $45/share by the end of 2013

14. Thankyou