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PowerPoint presentation used by TCU account planners during the AAF National Student Advertising Competition

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  1. 1. Account Planning Elisabeth Garvin, Morgan Hopson, Lauren Silver, Cody Simmonds and Kara Webster
  2. 2. Objectives <ul><li>Finding which life stages are most important to women 25-34 years old in order to determine their shopping habits </li></ul><ul><li>Find what 25-34-year-old women want and need from JCP in order to have a positive shopping experience. </li></ul><ul><li>Insights regarding brand perceptions that target audience members have about JCP to find the best way to modify its name, logo and website to produce the best marketing results. </li></ul>
  3. 3. Research <ul><li>Primary Research </li></ul><ul><ul><li>Survey </li></ul></ul><ul><ul><li>Focus Group </li></ul></ul><ul><ul><li>Ethnographies </li></ul></ul><ul><li>Secondary Research </li></ul><ul><ul><li>Reading material about female consumer demographics and psychographics </li></ul></ul>
  4. 4. Facts about the Female Consumer
  5. 5. Facts about the Female Consumer
  6. 6. Survey <ul><li>Currently 91 survey participants </li></ul><ul><li>Objectives </li></ul><ul><ul><li>Shoppers’ motives </li></ul></ul><ul><ul><li>Brand perception </li></ul></ul><ul><ul><li>Brand recall and familiarity </li></ul></ul><ul><ul><li>JCP position within competition </li></ul></ul>
  7. 7. How often do you shop at department stores?
  8. 8. Rate on a scale of 1-5, 1 being least likely, what you are likely to purchase in a department store:
  9. 9. Which of the following most influences your department store of choice?
  10. 10. Please rate the following department stores in order of preference. (1 being most preferred)
  11. 11. Have you ever shopped at JCPenney? If so, how often?
  12. 12. Which of the following do you shop for on a regular basis? (Check all that apply)
  13. 13. How would you rate your experience with the following at JCPenney?
  14. 14. How would you describe your overall experience with JCPenney?
  15. 15. Are you aware of JCPenney's following partnerships?
  16. 16. Have you ever purchased anything from JCPenney's website?
  17. 17. Are you familiar with JCPenney's &quot;new look. new day. who knew!&quot; campaign?
  18. 18. Rate on a scale of 1-5 what you are likely to purchase from JCPenney.
  19. 19. Would you be more inclined to shop at JCPenney if they carried designer brand names?
  20. 20. How likely are you to purchase products from JCPenney's private labels? (MNG by Mango, Allen B., Irreverent, Studio, etc?
  21. 21. Please describe any unique experiences you've had with JCPenney. <ul><li>“ A very unsystematic layout.. I couldn't keep track of what I had already looked at!” </li></ul><ul><li>“ I used to work for JCPenney. It was a good job. I enjoyed my time there.” </li></ul><ul><li>“ Christmas shopping and found the exact items needed in the exact sizes and colors needed. Huge relief!” </li></ul><ul><li>“ Their (phone) customer service is very unhelpful and unwilling to please the customer. I had a complaint about the shipping & handling charges that I was charged.” </li></ul><ul><li>“ When I first met my husband, he did ALL his shopping at JCPenney, except for groceries and fuel! I've never met someone who thinks of JCPenney as their one-stop shop!” </li></ul>
  22. 22. Please describe any unique experiences you've had with JCPenney. <ul><li>“ JCP customer service dealing with returns and questions was outstanding. Thank You JCP for having sincere people who actually made me happy. I purchased additional product after talking with your customer service people and will be a returning customer JUST BECAUSE of the patience, sincere, English speaking, nice, respectful customer service I received.” </li></ul><ul><li>“ The store felt cluttered and wouldn't be a place I would go if I was in a hurry or looking for something specific.” </li></ul><ul><li>“ Very limited business apparel and shoe options. Business apparel referring to business casual (not a suit, but not low cut/short skirts). A lot of the apparel is also geared towards older women. Shoe selection is not ideal either. I never buy shoes there. We use JCPenney the most for the photo studio.” </li></ul>
  23. 23. Survey Conclusions
  24. 24. Focus Group 1.0 <ul><li>Nine participants </li></ul><ul><li>Projective techniques </li></ul><ul><li>Discussion </li></ul><ul><li>Objectives </li></ul><ul><ul><ul><li>Defining power and experiential shoppers </li></ul></ul></ul><ul><ul><ul><li>Perception of JCP name, logo and campaign slogan </li></ul></ul></ul><ul><ul><ul><li>How JCP is perceived compared to competition </li></ul></ul></ul><ul><ul><ul><li>Insights about JCP shopping experiences </li></ul></ul></ul>
  25. 25. Projection Technique Mad-Lib
  26. 26. Projection Technique Mad-Lib
  27. 27. Projection Technique Consumer Thoughts
  28. 28. Projection Techniques Consumer Thoughts
  29. 29. Projection Techniques What’s in the JCP bag?
  30. 30. Projective Techniques What’s in the JCP bag?
  31. 31. Projective Techniques Word Association
  32. 32. Projective Techniques Word Association JCPenney Outdated (8) Cluttered (6) Low-grade (5) Cheap (5) Affordable (3) Dirty (5) Generic (5) Slow (4) Disappointing (3) Convenient (3) Negative (2) Trendy Value Reliable Trustworthy Innovative Efficient Moderate Traditional Macy’s Classic (3) Traditional (3) Cluttered (3) Pricey (3) Trendy (2) Positive (2) Organized (2) Functional (2) Approachable (2) Unique (2) Affordable (2) Slow (2) Dirty (2) Generic (2) Moderate (2) Value (2) Sophisticated Elegant Reliable High-quality Fun Outdated Kohl’s Functional (5) Affordable (5) Convenient (5) Cluttered (4) Value (4) Clean (3) Cheap (3) Classic (2) Generic ( (2) Low-grade (2) Unique (2) Outdated Surprising Organized Modern Approachable Positive Efficient Reliable Chic Exclusive Good deals Nice People Wide Variety Dillard’s Expensive (5) Reliable (5) Style (3) Functional (3) Positive (3) Pricey (3) Chic (2) Classic (2) Sophisticated (2) Fun (2) High quality (2) Clean (2) Traditional (2) Value (2) Trustworthy (2) Approachable (2) Organized (2) Affordable
  33. 33. Discussion of Projection Techniques and Questions
  34. 34. Focus Group Insights
  35. 35. Ethnographies <ul><li>Meg, 21, Single, Student, Tall </li></ul><ul><li>Robin, 23, In a relationship, Employed, Plus size </li></ul><ul><li>Jamie, 25, Married, Employed, No children </li></ul><ul><li>Objectives </li></ul><ul><ul><li>Observing a personal shopping experience at JCP and another competitive store </li></ul></ul><ul><ul><li>Perceptions of store layout and product quality </li></ul></ul>
  36. 36. Ethnography Video
  37. 37. Ethnography Insights
  38. 38. Life Stages <ul><li>Women 25-34 years old experience several life stages. They may experience one or more of the following roles: </li></ul><ul><ul><li>Careers: “ The Young Professional” </li></ul></ul><ul><ul><li>Marriage: “The Newlywed” </li></ul></ul><ul><ul><li>Motherhood: “The Real Mom” </li></ul></ul><ul><li>Each stage requires a certain wardrobe </li></ul><ul><li>Video </li></ul>
  39. 39. The Young Professional <ul><li>Tanya, 26, single, Black Accountant, Brooklyn, NY Annual Income: $55,000 Power shopper </li></ul><ul><li>Tanya lives in an apartment with a roommate and takes the subway everyday to work at an accounting firm in New York City. Her job requires her to travel often since she is a younger member on her team. She is new to the city and is just starting to make friends. She currently is not looking for a serious relationship. She is into health food and prefers an organized schedule and environment. She loves dancing, Indian food and hopes to move back home to St. Louis in a few years as a more experienced professional. </li></ul><ul><li>Guilty shopping pleasures: has expensive taste in clothing and loves new shoes </li></ul>
  40. 40. The Newlywed <ul><li>Kate, 28, married, “Tall” Dental Hygienist, Chicago, IL Annual Income: $70,000 Experiential shopper </li></ul><ul><li>Kate and her husband, Dave, 28, just bought a small house outside Chicago. However, Dave is currently out of a job due to budget cuts at his company. Kate is currently paying the bills and tries to find the best values and deals at stores. She wants somewhere to shop for her husband and a place that will allow her to furnish her new home on a budget. Kate enjoys bike riding and experimenting with new recipes in the kitchen. She and Dave are also very active in their church and volunteer for community fundraisers. </li></ul><ul><li>Guilty shopping pleasure: Stuck in scrubs all day, Kate loves splurging on a flattering outfit for a weekend date night. </li></ul>
  41. 41. The Real Mom <ul><li>Page, 34, married with kids, “Plus Size” Part-time Nurse, Richmond, VA Household Income: 90,000 Power shopper </li></ul><ul><li>Paige is married to Scott, 36, who works in pharmaceutical sales. They have three kids: Kyle, 7, Lucy 4, and Tyler, 2. Paige works the 12-hour night shift three times a weeks so she can be with the kids in the daytime. Kyle is in karate and Lucy does ballet, so there is always a busy schedule. Paige is concerned about nutrition, but doesn’t mind making a cheap, quick mac n’ cheese dinner as long as it means the night goes more smoothly. Paige has an entire family to look out for and can’t be bothered with the frills. She needs a place to buy her family’s clothes, as well as that new bedspread after Kyle got sick, as well as the present for her sister’s bachelorette party. </li></ul><ul><li>Guilty shopping pleasure: loves kitchen appliances and will never say no to a good deal. </li></ul>
  42. 42. Our Recommendations
  43. 43. Questions or Comments?