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Outdated vibrant, comfortable,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

Email

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