The document outlines a brand analysis and proposed marketing campaign for TJ Maxx to target female college students ages 17-22. It identifies trends in the discount retail industry, analyzes TJ Maxx's strengths and weaknesses, and proposes a "Mixx & Maxx" positioning to modernize stores and promote TJ Maxx as a trendy boutique offering affordable designer brands through reinvented shopping experiences both in-store and online. The campaign aims to change perceptions of TJ Maxx and drive more younger customers to stores to find their signature styles at discounted prices.

1. TJ MAXX Brand Analysis

2. Shining Faces Krysten Muldoon Angela Tisone Julia Low Britni Diamond

3. Agenda LLV The Brand & the Category Competitive Analysis Methodologies Strategy/Positioning The Bright Idea Media Executions Concluding Remarks

4. Spotlight on LLV Born from the Latin term Luceat Lux Vestra (LLV) or “ let your light shine,” LLV Worldwide is all about creating campaigns for our clients that let their brand essence shine through. We cut through the clutter of today’s competitive consumer markets by producing great work that illuminates our brands above all others. We are devoted to developing strategies that bring our brands to life in new and innovative ways across various media channels. We offer services in account, consumer research, integrated analytics, production, brand experience, digital, and public relations.

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. Light Extension Gut Instinct Unique Benefits Competitive Framework Industry Knowledge Future-oriented goals Consumer Insights Brand Light

7. Clients That Shine

8. Trends Affecting the Category (F)luxury: bringing luxury to the masses Foreverism: long-lasting brand relationships

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. Trends Affecting the Category Trust: Regression back to “lifetime brands,” accountability Short & Sweet Talk: making your message clear and concise

11. 900 stores nationwide Sells brand-name family apparel Women’s footwear and activewear Home fashions Beauty Products Jewelry Brand emphasized through No sales. Products are always discounted Buyers of TJ Maxx hunt for deals on clothing to supply consumers with ample savings Offer variety New social media developments such as facebook, and twitter What’s in alerts

12. SWOT Analysis S W O T Sales associates not trained for one-on-one customer service Do not advertise the brands they carry Unorganized layout Sub-par advertising Seen as last season Online presence lacks its brand light Negotiate deals all year long Everything is always on sale Significant buying power Low overhead operation Customer is at the focus Tags are proof of a discount Popular brand names Capitalize on the boutique-like atmospshere Create top-of-mind recognition in category Emphasize quality, style, price Drive to online shopping Department stores (i.e. Target) seen as a “one-stop shop”

13. The Brand & The Category Business Challenge: To become the leader in the discount fashion retailer industry. Communication Objectives: To motivate current non-shoppers to visit T.J Maxx for a trendy and affordable selection of fall clothing and accessories.

14. Current Position in the Market High Price Low Price Basic Trendy

15. Positioning High Price Basic Trendy Low Price

16. Positioning High Price Basic Trendy Low Price

17. Positioning High Price Basic Trendy Low Price

18. Positioning High Price Basic Trendy Low Price

19. Methodologies Survey: 59 respondents Focus Groups: 3 Thought bubble exercise In-depth Interviews: 9 In-store observation

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. 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. Methodologies: Focus Group

23. Methodologies: Thought Bubble Exercise

24. Methodologies: Thought Bubble Exercise Sam: “Oh no, not TJMaxx, that’s gross…” Alice: “Sure…” Angelica: “Yeah, let’s stop in!” Steve: “Let’s not.” Nicole: “Ehhhh, I don’t want to get a staff infection touching those clothes.”

25. In-Store Observations

26. Adjectives Associated with the Brand

27. Ways TJ Maxx Can Improve

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. Beliefs of TJ Maxx Current Belief: TJ Maxx is disorganized, cheap, and impersonal. Desired Belief: TJ Maxx’s affordable, designer trends and personalized shopping experience helps you uncover your signature style. Desired Behavior: Bring in new customers, females age 17-22, to the store and retain current TJ Maxx customers.

30. TJ Maxx’s Inner Light TJ Maxx is more like a boutique than a large department store More urban – less “suburban mom destination” Affordable pricing – customers can see what the original price was TJ Maxx price is  visual proof of a deal 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 Nothing is “scaled-down” designer fashion, it is authentic

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. Uncovering the Brand Light Rational Proof: Recognizable brand names Discounted tags and big reductions at check out Current trends in apparel, shoes, and accessories Emotional Resonance: The excitement and pleasure of bargain hunting Self-discovery through fashion

33. The Bright Idea 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. TJ Maxx’s affordable looks allow for great style at a variety of occasions. TJ Maxx’s customized shopping experience will engage target audience. Mixx & Maxx Tagline: “Mixx and Maxx it”

34. Media Television Radio Print Brand Experience OOH Mobile Online Website Social Media

35. Radio (:30) Two girls talking about their rough day Mention they just want to relax and let off some steam “ Let’s Head to the Bar!” Sound of walk up to female bartender “ Hey girls, how are you today? What can I get for you?” 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…” Bartender: “Would you like accessories on that?” Girl 1: “Sure, surprise me!” Girl 2: “I’ll have the same thing, but make my party top with a splash of color – easy on the ruffles.” Bartender: “Coming right up!” 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.”

36. Television (:30)

37. Print Concept: Same LBD, different styles

38. Outdoor

39. Social Media: Facebook -incorporate the paperdolls and virtual dressing room theme on Facebook; users can showcase how they found their signature looks

40. Social Media: Twitter

41. Media Extension: Website Redesign Virtual Dressing Room MEET YOUR STYLIST Schedule a Stylist

42. Media Extension: iPhone App Virtual Dressing room: Use your avatar to try on the season’s latest trends.

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. Media Extension: In-Store Layout -brand mini-stores and run by stylists -reflects shopping mall organization and customer service

45. Media Extension: Dressing Room Makeover Creative spaces where woman can socialize, listen to music, watch television. Shopping becomes a form of entertainment. Furniture is on wheels so you can mixx and maxx your shopping experience.

46. Media Extension: Reversible Shopping Bags Mixx and Maxx these reversible, reusable bags with any outfit.

47. Media Extension: College Takeover Maxxinista Bar set up across college campuses during September orientation and Fall campus events. Stylists will offer free style consultations and Mixx and Maxx makeovers. Enter to win the Mixx and Maxx $1000 Makeover Competition

48. Media Extension: DJ Mixx & Maxx Event Special event at TJ Maxx where a DJ comes in for the release of new fall clothing. The boutique turns into more of an edgy, dance-club type atmosphere DJ plays modern songs and in between announces new brands and styles that have been released. Brands that are predicted to be the most successful are on a POP display right in front of him as he announces

49. Media Extension: Celebrity Partnerships

50. Marketing Calendar

51. Budget Agency Fee: 10% - $1.5 million Production Costs: 20% - $3 million Advertising Mediums: 11.5 (Percentage based out of 100%) TV: 50% Radio: 15% Print: 20% Brand Experience: 15%

52. Budget: Estimated Store Reconstructive Costs Estimated Costs for TJ Maxx to execute campaign plans. TJ Maxx has 900 stores nation wide - How much it would cost to implement ideas through out the 900 stores. Maxxinista Bar: $4,000 per store to build = $360,000 Includes 6 ft counter + appropriate signage. Dressing Room Lounge: 150 square ft - $35 per square foot =$4,725,000 Cost per square foot includes wall treatment, floor treatment, decorations, furniture, lighting, Flat Screen TV’s In Store Lay out: $600 per store for signage = $600,000. Reversible Bags: 1 months supply - cost $1 per bag. Lay out $108,000 Sell bags for $4.99 - eventual profit. Website: $20,000 Celebrity Affiliation: $250,000 to $1million. Total: $6,813,000

53. Concluding Remarks 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. Emphasis includes Reach target across all media channels Redo store layout Increase brand experience

54. Questions?