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TJ MAXX Brand Analysis
Shining Faces Krysten Muldoon Angela Tisone Julia Low Britni Diamond
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Spotlight on LLV ,[object Object],[object Object],[object Object],[object Object],[object Object]
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.
Light Extension Gut Instinct Unique Benefits Competitive Framework Industry Knowledge Future-oriented goals Consumer Insights Brand Light
Clients That Shine
Trends Affecting the Category (F)luxury:  bringing luxury to the masses Foreverism:  long-lasting brand relationships
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
Trends Affecting the Category Trust:  Regression back to “lifetime brands,” accountability Short & Sweet Talk:  making your message clear and concise
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SWOT Analysis S W O T ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Brand & The Category ,[object Object],[object Object],[object Object],[object Object]
Current Position in the Market High Price Low Price Basic Trendy
Positioning High Price Basic Trendy Low Price
Positioning High Price Basic Trendy Low Price
Positioning High Price Basic Trendy Low Price
Positioning High Price Basic Trendy Low Price
Methodologies ,[object Object],[object Object],[object Object],[object Object],[object Object]
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?
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.
Methodologies: Focus Group
Methodologies: Thought Bubble Exercise
Methodologies: Thought Bubble Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object]
In-Store Observations
Adjectives Associated with the Brand
Ways TJ Maxx Can Improve
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
Beliefs of TJ Maxx ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TJ Maxx’s Inner Light ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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.
Uncovering the Brand Light ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Bright Idea ,[object Object],[object Object],[object Object],Mixx & Maxx Tagline: “Mixx and Maxx it”
Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Radio (:30) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Television (:30)
Print ,[object Object]
Outdoor
Social Media: Facebook -incorporate the paperdolls and virtual dressing room theme on Facebook; users can showcase how they found their signature looks
Social Media: Twitter
Media Extension: Website Redesign Virtual Dressing Room MEET YOUR STYLIST Schedule a Stylist
Media Extension: iPhone App Virtual Dressing room: Use your avatar to try on the season’s latest trends.
Media Extension: Maxxinista Bar Mixx and Maxx style consultations -complementary service includes makeup application, expert advice in finding the latest trends at low prices
Media Extension: In-Store Layout -brand mini-stores and run by stylists -reflects shopping mall organization and customer service
Media Extension: Dressing Room Makeover ,[object Object],[object Object],[object Object]
Media Extension: Reversible Shopping Bags Mixx and Maxx these reversible, reusable bags with any outfit.
Media Extension: College Takeover ,[object Object],[object Object],[object Object]
Media Extension: DJ Mixx & Maxx Event ,[object Object],[object Object],[object Object],[object Object]
Media Extension: Celebrity Partnerships
Marketing Calendar
Budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Budget: Estimated Store Reconstructive Costs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Total: $6,813,000
Concluding Remarks ,[object Object],[object Object],[object Object],[object Object],[object Object]
Questions?

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