3. M Analysis
arket
JCPenney
Overview:
• Current marketing slogan: New Look. New Day. Who Knew?
• Currently positioned as the “one-stop shop” for everything from appli-
ances to clothing
• Viewed by many as old fashioned
Past Efforts:
• Common themes expressed in their past advertisements:
• Hip
• In-style
• Smart
• Inexpensive
• Launched a marketing campaign in 2010 where teens could receive cou-
pons on their cell phones
• Introduced CustomerFIRST service in which JCPenney associates go
through intense service training to make every customer their immedi-
ate priority
Recommendations:
• Identify a more specific target audience: 25-34
• Re-brand as a relevant and “hip” store to appeal to new target audience
• Utilize modern media to reach new target audience
3
4. M Analysis
arket
General Market
• Department stores are in high competition with specialty retail-
ers and discounters
• Department store chains have been suffering since 2006
• Loss of sales to high-end and specialized stores
• Target,and Wal-Mart share a customer base with JCPenney
• Increased competition from these stores
• Revamped image
• Style-focused
Weaknesses (Market):
• Department stores require the consumer to extensively search for
what they need
• Specialty stores create a sense of comfort and ease for consumers
who know they will like what they find
• Competition from brands shared by JCPenney and specialty
stores
• Shift toward online shopping
Weaknesses (Economy):
• High unemployment
• Low consumer income and confidence levels
• Effects spending on discretionary items
4
5. Audience Analysis
Xoomers
Demographics
• Male and female
• Age: 25-34
• Combination of two “generations” - Generation X and Generation Y
• Annual incomes of $20,000 to $75,000 (majority on higher end of the scale)
• Professional in nature
• Primarily live in cities - New York City, Los Angeles, Chicago and Dallas
Psychographics
• Innovative, driven, and tech-savvy
• Independent and goal-oriented
• Fastest-growing group in the workplace
• Trendsetters and “Fashionistas”
• Very busy lifestyles
• Obsessed with change and adapting the newest and latest trends, products,
and services
• Spend money on products they need - physiologically or psychologically - to
“complete” their lifestyles
• Frequently purchased items: clothing and technology
• Delayed assimilation into adulthood
• Includes settling down, getting married, and starting a family
• Instead form “families” with their co-workers, roommates, and friends
5
6. M
arketing &
edia Objectives
Media Goals
• Increase “JCPBuzz”
• Process of diffusion to engage our audience in the
JCPenney message
• Use of new media:
• Expose Xoomers to new media, encouraging pas-
salongs and word of mouth
• Increases consumer involvement in the advertise-
ments
• Attractive to tech-savvy Xoomers
• Engaging media vehicles excite audience about
the JCPenney image
Media Recommendations
• New slogan: “It’s Your Life - Wear It Your Way”
• Increase customer satisfaction: better inform and equip employees
• Position it as a high quality and efficient one-stop shop
• Improve customer satisfaction and efficiency in overall shopping
experience.
• New methods of shopping to complement the Xoomers’ busy
lifestyles
• New floorplan of JCPenney to make it easier to categorically
shop:
• “Worklife”
• “Nightlife”
• “Homelife”
• “Activelife”
6
7. M Vehicles
edia
QR Codes
• Further connect consumers to the brand
• Allows for deeper interaction and familiarization with
the brand
• Appealing to Xoomers’ passion for technology
• Target audience uses Smartphones
• Increased convenience and ease in shopping
• Codes to be found on print ads that would link
customers to the store’s digital kiosk or online
“quick purchase button”
Online News Sources
• CNN, Wall Street Journal, New York Times
• Traditional newsprint index is extremely low for this audience and is declin-
ing
• Indices (MRI+) for online news sites are notably high
• Popularization of digital news
• Appealing to the Xoomer’s passion for technology and Smartphones
• Specifically promote our JCPenney scene of life entitled “Worklife” on these
websites
• A majority of viewers tend to be in the business profession
7
8. M Vehicles
edia
Magazines
• Print and online
• Xoomers look to magazines for lifestyle suggestions and fashion
tips
• Will receive high reach - easy to read during commutes
• Art Direction: illustrate Different scenes of life, reflecting the
occasion-focused shopping experience
• Technical Direction: QR codes on each advertisement
• Copy Direction: ““It’s Your Life - Wear It Your Way”
Male-Targeted Magazines
• Maxim Magazine and ESPN the Magazine
• Gender-specific to males
• Magazine encourages males to look and feel their best
• specifically in clothing
• High indices (MRI+) for the male Xoomers
• JCPenney’s presence in these magazines will help posi-
tion the brand as one that can help them achieve their
goals of looking and feeling great
Female-Targeted Magazines
• Brides and Elle Magazine
• Gender-specific to females
• Emphasizes a need to keep up with the fashion trends - specifically
those of celebrities
• Advertising in these magazines positions JCPenney as a brand on the
“A-List”
• encourages shopping to achieve this high-class mentality
• Will work in conjunction with our pulsing media schedule
• Increased marketing during wedding season, holiday season,
etc.
8
9. M Vehicles
edia
Television
• Reaches the portion of our audience who does not habitually follow social me-
dia
• Will maximize reach as television is a popular medium for our audience
• Used to receive:
• Up-to-date news
• Entertainment
• Social tips and topics
• Will increase frequency for Xoomers who use both social media and television
• Adds to consistency of the campaign
• Commercials keep in theme with the print advertisements
TBS
JCPenney will have a full sponsorship of TBS
• High index with Xoomers - prime channel to best reach tar-
get audience
• Allows for placement of advertisements during shows
deemed most appropriate for Xoomers
• Air commercials during the hours of 6 PM (after work/gym
hours) to 1 AM (after the popular late-night shows - Conan
and Lopez Tonight)
• Variety of shows
• King of Queens, Seinfeld, The Office, Conan, Lopez
Tonight
9
10. M Vehicles
edia
In-Store Kiosks
• Located at the front of JCPenney stores located in major cities - New
York, Los Angeles, Dallas, and Chicago
• Goal: an easy-access catalog for increased enjoyment, convenience,
and ease
• Search items by code, product, or category
• Geared toward satisfying the needs of our busiest customers
• Lessens the need to search through racks or find sales associate
• Locations consistent with interactive storefront (see below)
• Interact with QR Codes to easily upload outfits and direct to loca-
tions within store
Interactive Storefront
• Engages all potential customers - from tech-savvy Xoomers to less
modern late adopters
• Placed in high-trafficked locations in New York City, Los Angeles,
Dallas, and Chicago
• Simulate a very realistic experience as a virtual dressing room for
our consumers
• Help create the JCPBuzz showcasing new technology and trends in a
revolutionary, entertaining manner
• High potentials for interaction and involvement with the medium
• Xoomers enjoy remaining on the cusp of the latest technologies
• This “digital dressing room” would expedite purchasing intent
• Ideal medium to showcase the latest trends and newest arrivals in
the fashion world
• Emphasizes JCPenney’s new modern image
10
11. M Vehicles
edia
Guerilla Marketing
Bus Stop Shelters and Subway Cars
• Decals will be placed on the windows of the shelters and subway cars to dis-
play an “outfit” for consumers to view and “wear”
• Encourages active interaction with the brand, new trends, and new lines
• Increases reach as passer-byers can view the interaction between the
brand and their consumers
• Consistent with the print ads (in terms of art and copy direction)
• Entice people to take pictures of their friends wearing the JCPenney
clothes
• Creates an emotional attachment to the brand as consumers would as-
sociate a positive, fun, or enjoy able memory with this experience
11
12. Consumer Interactivity
“Search for the Perfect JCPenney
Family” Competition
• Further develop JCPenney’s current position as a family store
• Xoomers submit a photograph and video of their “family” -
which tend to be co-workers, friends, and roommates
• Research shows Xoomers are not starting nuclear families until
later in life due to careers and fear of the increasing divorce rate
• Purpose: winning family will be used in select JCPenney advertise-
ments for six months and will be awarded a $1,000 shopping spree
per person at JCPenney
• Increase level of interactivity on both Facebook and Twitter
• Fans of the JCPenney page can go on and vote for their favorite
“family”
• Widening the definition of family will de-stigmatize JCPenney as a
store that is only for family discount shopping
• Competition will drive consumers to the company’s sites and in-
crease consumers’ knowledge about what JCPenney has to offer
12
13. Consumer Interactivity
Foursquare Competition
• Duration of competition: Labor Day (September) - Black Friday (No-
vember)
• Purpose: the winner - the official “mayor” during that time - will re-
ceive a $500 JCPenney gift card and a JCPenney personal shopper
• The personal shopper will offer guidance in the buying process
• Additionally, this will illustrate the expertise of the
JCPenney staff
• First 25 people who “check in” at each participating JCPenney receive
a 10% off coupon
• Encourages participation and competition among shoppers
• Increased interest in JCPenney
• Increased customer frequnecy in JCPenney stores
• Creates a deeper level of interaction, inevitably leading to a more per-
sonalized relationship between the store and its consumers
• Modernizes JCPenney’s image through the use of technology and
• Use of technology assures consumers that JCPenney is fully capable
of serving their needs
13
14. M Schedule
edia
Pulsing
Holidays
• Increase marketing around holiday seasons throughout the year
• This could be the first holiday Xoomers are on their own
• Need new decorations for the new house
• An opportunity to create a new personal look
Seasons
• Increase during times for seasonal cleanouts of clothing and decorations
Annual Cycles
• Increase during “interview season” and “wedding season”
14
15. Budget Breakdown
Television
Magazine
Internet
Bus Stops
Subways
In-Store Kiosk
Interactive Storefront
15
17. Budget Extentions
Interactive Storefronts
• Adaptable Layout
• 1 storefront in each of 4 cities, each with 5 receptor screens
• To appeal to the eco-conscious sector of our target audience JCPenney
will control the power to the storefront’s receptor screens
• The power to the screens will increase during peak traffic hours (lunch
hours and evening commutes)
• Decrease power during morning rush hours and late evening hours
when Xoomers are unwilling to break their routines as they are already
home or socializing
• 7:00 a.m.-11:00 a.m.- 3 receptors
• 11:00 a.m.-9:00 p.m.- 5 receptors
• 9:00 p.m.- 1:00 p.m.- 3 receptors
• 1:00 a.m.- 7:00 a.m.- 2 receptors
Magazine
• JCPenney advertisements will have increased frequency during summer
months
• Many special occasions occur – graduations, weddings, beginning
summer festivities (BBQs), and the Fourth of July.
• Many look to magazines for ideas and inspirations to prepare for
these events
• This ensures that JCPenney will receive high impressions throughout
these months
Television
• Increased frequency of television commercials during the summer
months will compliment and reinforce print ad campaign
• Allows JCPenney to reach consumers during peak summer buying
seasons when they are already in a purchasing mindset and pre-
pared to replenish their wardrobes for both the summer and fall
• Commercials will run at the conclusion of our TBS “Search for The Per-
fect Family,” campaign, which runs through the spring
• Will run when JCPenney is at the consumers top of mind
17
18. References
Best Advertising Promos. Decals. Retrieved December 5, 2010, from
http://www.bestadvertisingpromos.com/promo/decal.html?gclid=C
KLD0PWF1qUCFQo75Qodl3qSyg
Blue Line Media. Transportation Advertising. In Reach Your Target
Audience With Outdoor Ads. Retrieved December 6, 2010, from
http://www.bluelinemedia.com/transit-advertising-media_4.html
Brides. 2011 General Rates. Retrieved December 6, 2010, from
http://www.condenastmediakit.com/bri/genrates.cfm
Buyer Zone. Interactive Kiosks Buyer’s Guide. Retrieved December 5,
2010, from http://www.buyerzone.com/marketing/interactive-ki
osks/bg-kiosk-prices/
CNN.com. CNN Advertise. In High-Impact Ads. Retrieved December
6, 2010, from http://www.cnn.com/services/advertise/opps/opps_
content_vertical_sec.html
Craigslist. Chicago Storefront Rental. Retrieved December 4, 2010,
from http://chicago.craigslist.org/off/index100.html
Elle. Magazine Media Kit. In Advertising Rates. Retrieved December
6, 2010, from http://www.hfmus.com/hfmus/media_kits/fashion_
beauty_design/elle/magazine_advertising/rates
ESPN Magazine. Advertising on ESPN. Retrieved December 7, 2010,
from http://espn.go.com/mediakit/advertising_espn/submission_
form.html
Facebook. Facebook Ads. Retrieved December 7, 2010, from http:// www.
facebook.com/advertising/?campaign_id=194417723019&plac
ement=exact&creative=novcontrol&keyword=advertising+on+faceb
ook&extra_1=30d481ed-ed3a-f208-daa2-00007f2037ac
18
19. References
LoopNet. Los Angeles Retail Space for Lease. Retrieved December 6,
2010, from http://www.loopnet.com/California/Los-Angeles_Retail-
Properties-For-Lease/2/
Maxim. Maxim Print Media Kit. Retrieved December 5, 2010, from
http://www.maximmediakit.com/print/
MRI+. (2009). Retrieved from http:www.mriplus.com/site/index.aspx
New York Times. New York Times Media Kit. In Ad Rates. Retrieved
December 6, 2010, from http://www.nytimes.whsites.net/mediakit/
online/rates/ad_rates.php
Prime 7th Avenue Park Slope Storefront. (2010, September 22). New York
Times, real estate . Retrieved from http://realestate.nytimes.com/
rentals/detail/319-92220102083/Prime-7th-Avenue-Park-Slope-
Storefront-Brooklyn-NY-11215
RetailSpaces.us. Dallas Retail Spaces. Retrieved December 4, 2010, from
http://www.retailspaces.us/space-for-lease/listing.cgi?ID=331
TBS. Media Kit. In Advertise With Us. Retrieved December 5, 2010,
from http://www.tbs.com/stories/story/0,,119904,00.html
Twitter. Online Advertising. Retrieved December 7, 2010, from
http://twitter.com/advertising
Wall Street Journal. Digital Media Kit. In Ad Specs. Retrieved
December 4, 2010, from http://wsjmediakit.com/digital/specs/
19
20. Appendix
Calculations
• Television:
• The King of Queens - 17 total executions x $30,000 per execution =
$510,000
• Seinfeld - 15 total executions x $30,000 per execution = $450,000
• The Office - 15 total executions x $30,000 per execution = $450,000
• Conan - 13 total executions x $30,000 per execution = $390,000
• Lopez Tonight - 15 total executions x $30,000 per execution = $450,000
• Magazine:
• Maxim - 12 total executions x $234,550 per execution = $2,814,600
• ESPN The Magazine - 3 total executions x $236,000 per execution =
$708,000
• Brides - 3 total executions x $32,885 per execution = $98,653
• Elle - 12 total executions x $130,985 per execution = $1,571,820
• Internet:
• CNN - 4 total executions x $150,000 per execution = $600,000
• New York Times - 4 total executions x $150,000 per execution = $600,000
• Wall Street Journal - 4 total executions x $150,000 per execution =
$600,000
• Facebook - 4 total executions x $1,000 per 1,000 = $4,000
• Twitter - 4 total executions x $1,000 per 1,000 = $4,000
• Brand Activation:
• Bus Stops - 45 total executions x $600 per unit = $27,000
• Subways - 25 total executions x $150 per unit = $3,750
• In-Store Kiosks -
• Quick Response Codes - Price is determined based on production
• Foursquare - Price is determined based on production
• Interactive Storefront
• New York City - 12 total executions x $7,000 per storefront = $84,000
• Los Angeles - 12 total executions x $14,400 per storefront =
$1,728,000
• Chicago - 10 total executions x $7,000 per storefront = $70,000
• Dallas - 8 total executions x $6,200 per storefront = $6,200
20
21. Appendix
TAI = Frequency x Reach
• CNN: 12 x 5,544,000 = 66,528,000
• New York Times: 12 x 1,824,000 = 21,888,000
• Wall Street Journal: 12 x 28,000 = 336,000
• TBS: 75 x 1,002,000 = 75,150,000
• Brides: 3 x 1,844,000 = 5,532,000
• Elle: 12 x 1,374,000 = 16,488,000
• ESPN: 3 x 3,782,000 = 11,346,000
• Maxim: 12 x 2,536,000 = 30,432,000
21
