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Final presentation

  1. 1. TJ MAXX Brand Analysis
  2. 2. Shining Faces Krysten Muldoon Angela Tisone Julia Low Britni Diamond
  3. 3. <ul><li>Agenda </li></ul><ul><ul><li>LLV </li></ul></ul><ul><ul><li>The Brand & the Category </li></ul></ul><ul><ul><li>Competitive Analysis </li></ul></ul><ul><ul><li>Methodologies </li></ul></ul><ul><ul><li>Strategy/Positioning </li></ul></ul><ul><ul><li>The Bright Idea </li></ul></ul><ul><ul><li>Media Executions </li></ul></ul><ul><ul><li>Concluding Remarks </li></ul></ul>
  4. 4. Spotlight on LLV <ul><li>Born from the Latin term Luceat Lux Vestra (LLV) or </li></ul><ul><li>“ let your light shine,” LLV Worldwide is all about creating campaigns for our clients that let their brand essence shine through. </li></ul><ul><li>We cut through the clutter of today’s competitive consumer markets by producing great work that illuminates our brands above all others. </li></ul><ul><li>We are devoted to developing strategies that bring our brands to life in new and innovative ways across various media channels. </li></ul><ul><li>We offer services in account, consumer research, integrated analytics, production, brand experience, digital, and public relations. </li></ul>
  5. 5. LLV’s Brand Light LLV excels at uncovering a brand’s light and creating illuminating campaigns that build brand relationships with the consumer across all media platforms.
  6. 6. Light Extension Gut Instinct Unique Benefits Competitive Framework Industry Knowledge Future-oriented goals Consumer Insights Brand Light
  7. 7. Clients That Shine
  8. 8. Trends Affecting the Category (F)luxury: bringing luxury to the masses Foreverism: long-lasting brand relationships
  9. 9. Trends Affecting the Category Authenticity: A retreat back to quality and value; comfort in the familiar More bang for your buck: Coupons, contests, added value
  10. 10. Trends Affecting the Category Trust: Regression back to “lifetime brands,” accountability Short & Sweet Talk: making your message clear and concise
  11. 11. <ul><li>900 stores nationwide </li></ul><ul><li>Sells brand-name family apparel </li></ul><ul><ul><li>Women’s footwear and activewear </li></ul></ul><ul><ul><li>Home fashions </li></ul></ul><ul><ul><li>Beauty Products </li></ul></ul><ul><ul><li>Jewelry </li></ul></ul><ul><li>Brand emphasized through </li></ul><ul><ul><li>No sales. Products are always discounted </li></ul></ul><ul><ul><li>Buyers of TJ Maxx hunt for deals on clothing to supply consumers with ample savings </li></ul></ul><ul><ul><li>Offer variety </li></ul></ul><ul><ul><li>New social media developments such as facebook, and twitter </li></ul></ul><ul><li>What’s in alerts </li></ul>
  12. 12. SWOT Analysis S W O T <ul><li>Sales associates not trained for one-on-one customer service </li></ul><ul><li>Do not advertise the brands they carry </li></ul><ul><li>Unorganized layout </li></ul><ul><li>Sub-par advertising </li></ul><ul><li>Seen as last season </li></ul><ul><li>Online presence lacks its brand light </li></ul><ul><li>Negotiate deals all year long </li></ul><ul><li>Everything is always on sale </li></ul><ul><li>Significant buying power </li></ul><ul><li>Low overhead operation </li></ul><ul><li>Customer is at the focus </li></ul><ul><li>Tags are proof of a discount </li></ul><ul><li>Popular brand names </li></ul><ul><li>Capitalize on the boutique-like atmospshere </li></ul><ul><li>Create top-of-mind recognition in category </li></ul><ul><li>Emphasize quality, style, price </li></ul><ul><li>Drive to online shopping </li></ul><ul><li>Department stores (i.e. Target) seen as a “one-stop shop” </li></ul>
  13. 13. The Brand & The Category <ul><li>Business Challenge: </li></ul><ul><li>To become the leader in the discount fashion retailer industry. </li></ul><ul><li>Communication Objectives: </li></ul><ul><li>To motivate current non-shoppers to visit T.J Maxx for a trendy and affordable selection of fall clothing and accessories. </li></ul>
  14. 14. Current Position in the Market High Price Low Price Basic Trendy
  15. 15. Positioning High Price Basic Trendy Low Price
  16. 16. Positioning High Price Basic Trendy Low Price
  17. 17. Positioning High Price Basic Trendy Low Price
  18. 18. Positioning High Price Basic Trendy Low Price
  19. 19. Methodologies <ul><li>Survey: 59 respondents </li></ul><ul><li>Focus Groups: 3 </li></ul><ul><ul><li>Thought bubble exercise </li></ul></ul><ul><li>In-depth Interviews: 9 </li></ul><ul><li>In-store observation </li></ul>
  20. 20. Methodologies: Quantitative Results 46% of female shoppers between the ages of 17 and 22 shop 2-3 times per month. Only 7% are shopping at TJ Maxx. How often do you shop? How often do you shop at TJ Maxx?
  21. 21. Methodologies: Quantitative Results What type of store layout do you prefer when shopping? The majority of shoppers prefer to shop by clothing type followed by brand name. TJMAXX is currently organized by type and size.
  22. 22. Methodologies: Focus Group
  23. 23. Methodologies: Thought Bubble Exercise
  24. 24. Methodologies: Thought Bubble Exercise <ul><li>Sam: “Oh no, not TJMaxx, that’s gross…” </li></ul><ul><li>Alice: “Sure…” </li></ul><ul><li>Angelica: “Yeah, let’s stop in!” </li></ul><ul><li>Steve: “Let’s not.” </li></ul><ul><li>Nicole: “Ehhhh, I don’t want to get a staff infection touching those clothes.” </li></ul>
  25. 25. In-Store Observations
  26. 26. Adjectives Associated with the Brand
  27. 27. Ways TJ Maxx Can Improve
  28. 28. Fashion-forward thrifty Bargain-hunters Self aware Women 17-22 urban Like to share Wallet-conscious Trend-followers Social butterflies fashionable TARGET AUDIENCE College students
  29. 29. Beliefs of TJ Maxx <ul><li>Current Belief: </li></ul><ul><li>TJ Maxx is disorganized, cheap, and impersonal. </li></ul><ul><li>Desired Belief: </li></ul><ul><li>TJ Maxx’s affordable, designer trends and personalized shopping experience helps you uncover your signature style. </li></ul><ul><li>Desired Behavior: </li></ul><ul><li>Bring in new customers, females age 17-22, to the store and retain current TJ Maxx customers. </li></ul>
  30. 30. TJ Maxx’s Inner Light <ul><li>TJ Maxx is more like a boutique than a large department store </li></ul><ul><li>More urban – less “suburban mom destination” </li></ul><ul><li>Affordable pricing – customers can see what the original price was </li></ul><ul><ul><li>TJ Maxx price is  visual proof of a deal </li></ul></ul><ul><li>Do not own “distinct designer lines” rather TJ Maxx carries designer items that can be found at BIG, designer stores and well-known department stores </li></ul><ul><ul><li>Nothing is “scaled-down” designer fashion, it is authentic </li></ul></ul>
  31. 31. Positioning Statement To college females ages 17-22, TJ Maxx is the bargain boutique that offers the discount prices of a department store with the exclusive styles and customer service of a boutique.
  32. 32. Uncovering the Brand Light <ul><li>Rational Proof: </li></ul><ul><ul><li>Recognizable brand names </li></ul></ul><ul><ul><li>Discounted tags and big reductions at check out </li></ul></ul><ul><ul><li>Current trends in apparel, shoes, and accessories </li></ul></ul><ul><li>Emotional Resonance: </li></ul><ul><ul><li>The excitement and pleasure of bargain hunting </li></ul></ul><ul><ul><li>Self-discovery through fashion </li></ul></ul>
  33. 33. The Bright Idea <ul><li>TJ Maxx offers trendy designer pieces in apparel, shoes, and accessories that allow you to mix and match in order to create personal, signature styles. </li></ul><ul><li>TJ Maxx’s affordable looks allow for great style at a variety of occasions. </li></ul><ul><li>TJ Maxx’s customized shopping experience will engage target audience. </li></ul>Mixx & Maxx Tagline: “Mixx and Maxx it”
  34. 34. Media <ul><li>Television </li></ul><ul><li>Radio </li></ul><ul><li>Print </li></ul><ul><li>Brand Experience </li></ul><ul><li>OOH </li></ul><ul><li>Mobile </li></ul><ul><li>Online </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Social Media </li></ul></ul>
  35. 35. Radio (:30) <ul><li>Two girls talking about their rough day </li></ul><ul><li>Mention they just want to relax and let off some steam </li></ul><ul><ul><li>“ Let’s Head to the Bar!” </li></ul></ul><ul><li>Sound of walk up to female bartender </li></ul><ul><ul><li>“ Hey girls, how are you today? What can I get for you?” </li></ul></ul><ul><li>Girl 1 in fast-paced tone: “I’ll have one pair skinny jeans- not too skinny but make my curves show, a party top- ruffle front, heeled booties- the higher the better…” </li></ul><ul><li>Bartender: “Would you like accessories on that?” </li></ul><ul><li>Girl 1: “Sure, surprise me!” </li></ul><ul><li>Girl 2: “I’ll have the same thing, but make my party top with a splash of color – easy on the ruffles.” </li></ul><ul><li>Bartender: “Coming right up!” </li></ul><ul><li>End VO: Come to the Maxxinista Bar at your local TJ Maxx store, where our style experts will help you to Mixx and Maxx your favorite brands to create your signature style.” </li></ul>
  36. 36. Television (:30)
  37. 37. Print <ul><li>Concept: Same LBD, different styles </li></ul>
  38. 38. Outdoor
  39. 39. Social Media: Facebook -incorporate the paperdolls and virtual dressing room theme on Facebook; users can showcase how they found their signature looks
  40. 40. Social Media: Twitter
  41. 41. Media Extension: Website Redesign Virtual Dressing Room MEET YOUR STYLIST Schedule a Stylist
  42. 42. Media Extension: iPhone App Virtual Dressing room: Use your avatar to try on the season’s latest trends.
  43. 43. Media Extension: Maxxinista Bar Mixx and Maxx style consultations -complementary service includes makeup application, expert advice in finding the latest trends at low prices
  44. 44. Media Extension: In-Store Layout -brand mini-stores and run by stylists -reflects shopping mall organization and customer service
  45. 45. Media Extension: Dressing Room Makeover <ul><li>Creative spaces where woman can socialize, listen to music, watch television. </li></ul><ul><li>Shopping becomes a form of entertainment. </li></ul><ul><li>Furniture is on wheels so you can mixx and maxx your shopping experience. </li></ul>
  46. 46. Media Extension: Reversible Shopping Bags Mixx and Maxx these reversible, reusable bags with any outfit.
  47. 47. Media Extension: College Takeover <ul><li>Maxxinista Bar set up across college campuses during September orientation and Fall campus events. </li></ul><ul><li>Stylists will offer free style consultations and Mixx and Maxx makeovers. </li></ul><ul><li>Enter to win the Mixx and Maxx $1000 Makeover Competition </li></ul>
  48. 48. Media Extension: DJ Mixx & Maxx Event <ul><li>Special event at TJ Maxx where a DJ comes in for the release of new fall clothing. </li></ul><ul><li>The boutique turns into more of an edgy, dance-club type atmosphere </li></ul><ul><li>DJ plays modern songs and in between announces new brands and styles that have been released. </li></ul><ul><li>Brands that are predicted to be the most successful are on a POP display right in front of him as he announces </li></ul>
  49. 49. Media Extension: Celebrity Partnerships
  50. 50. Marketing Calendar
  51. 51. Budget <ul><li>Agency Fee: 10% - $1.5 million </li></ul><ul><li>Production Costs: 20% - $3 million </li></ul><ul><li>Advertising Mediums: 11.5 (Percentage based out of 100%) </li></ul><ul><ul><li>TV: 50% </li></ul></ul><ul><ul><li>Radio: 15% </li></ul></ul><ul><ul><li>Print: 20% </li></ul></ul><ul><ul><li>Brand Experience: 15% </li></ul></ul>
  52. 52. Budget: Estimated Store Reconstructive Costs <ul><li>Estimated Costs for TJ Maxx to execute campaign plans. </li></ul><ul><ul><li>TJ Maxx has 900 stores nation wide - How much it would cost to implement ideas through out the 900 stores. </li></ul></ul><ul><li>Maxxinista Bar: $4,000 per store to build = $360,000 </li></ul><ul><ul><li>Includes 6 ft counter + appropriate signage. </li></ul></ul><ul><li>Dressing Room Lounge: 150 square ft - $35 per square foot =$4,725,000 </li></ul><ul><ul><li>Cost per square foot includes wall treatment, floor treatment, decorations, furniture, lighting, Flat Screen TV’s </li></ul></ul><ul><li>In Store Lay out: $600 per store for signage = $600,000. </li></ul><ul><li>Reversible Bags: 1 months supply - cost $1 per bag. Lay out $108,000 </li></ul><ul><ul><li>Sell bags for $4.99 - eventual profit. </li></ul></ul><ul><li>Website: $20,000 </li></ul><ul><li>Celebrity Affiliation: $250,000 to $1million. </li></ul>Total: $6,813,000
  53. 53. Concluding Remarks <ul><li>Although TJ Maxx has some flaws, it has notable good qualities and our aim is to bring out the brand’s inner light through the Mixx & Maxx Campaign. </li></ul><ul><li>Emphasis includes </li></ul><ul><ul><li>Reach target across all media channels </li></ul></ul><ul><ul><li>Redo store layout </li></ul></ul><ul><ul><li>Increase brand experience </li></ul></ul>
  54. 54. Questions?