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Jcp rebranding
The document provides a summary of a rebranding plan for JCP. It analyzes JCP's current marketing strategy and weaknesses, including implementing changes too quickly, having too broad of a target audience, and lack of website engagement. It then proposes a new "Big Idea" to rebrand JCP as a membership-based store offering exclusive discounts to wealthier customers. Key aspects of the rebranding plan include developing exclusive private label brands, revamping the website and logo, ramping up social media and advertising, and legal processes like trademark registration.
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Jcp rebranding
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- 2. Market Research Implementingthe marketing strategy too fast Customers don’t understand the platform Target audience is too broad Total brand experience doesn’t define the distinctiveness of the brand a) Product b) Place c) Price
- 3. American flag &fair and square pricing
- 4. Direct Competitors Macy– the magic of Macy’s Kohl's – expect great things
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- 6. Marketing Weakness Website-well designed but lack of engagement Clothing brands- less choices Price – too low ( it positions itself as a cheap department store with less choices ), even worse than a outlet mall
- 7. Current Target Market Vision/mission: everyday saving, month long value Target audience: middle/working class households Income level: average household income = $30,000-$49,999 Key markets: private brand Key competitors: Macy’s and Kohl’s
- 8. Big Idea Vision/mission:Members save big 1. Everyday low price is only open to Members, who spend a certain amount of money each year. The more you spend, the bigger discount you can get. (discount focuses on midrange brand and luxury brands) Target audience: Wealthy fashion-forward working adults Income level: average household income = $50,000- $99,999 Key markets: Private brands, mid range brand clothing, Luxury brands. Key competitors: Macy’s and Kohl’s
- 9. Team Project manager Accountant Web designer Marketing specialist Advertising agency Social media specialist
- 10. Communication Protocols Email Fax communication Meeting summaries Teleconference summaries Contact sheets Sharing documents online
- 11. Marketing Tools Websites Advertising Social Media
- 12. Website Website has nodistinguishing characteristics (intentionally shows squares on its website) it doesn’t use social media well to increase consumer engagement and sales. having a poll for sharing pictures of clothing on Facebook Deals lack excitement having banner ads to let buyers know current deals Customer service: JC penny mentions about “ happy return”, which discourages sales. when a product has been returned, asking customers “tell us what you think “ with options of different reasons. Location: return @ store – registrar. Return by shipping – emails
- 13. Website Online games( button blizzard ) : it may increase website traffic, but has no direct relation to increasing brand awareness and promote sales. Fashion design game with choices of clothing provided by JC penny – a conversation window will be asking if customers want to purchasing the clothes they design. Ecards: increase brand awareness among public but don’t directly related to promotion of sale. Free gift card at check out with purchase of any JC penny products
- 14. Measurement Numbers ofVisitors to site Returning visitors Amount of time onsite Sales of visitors Call to customer service Page views
- 15. Advertising Display window TV commercial Direct mail Family oriented resorts - showing discount deals on hotel’s brochure Mobile National holiday performance align with charity, asking donation with a JC penny 10% reward points
- 16. Social Media Facebook(2,867,996 likes) – update events and deals ( success ) Twitter (71,549 followers) – news platform ( deals) Youtube ( 2465 subscribe) – special campaign – JCP 12 days of giving tour Printerest ( 3376 followers ) – icon should be added on the JC Penny webpage
- 17. A file namingsystem for the team Surname first name – Re branding JC Penny 2013 Correspondence Documents Notes Meeting Assets & paper Publicity- website, facebook, twitter, video Draft – sent to client --- signed documents
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- 19. JC Penny logothrough 1971
- 20. Redesign JCP Logo Look and feel - exclusive & modern Exclusive private brands (the brands you can only buy from JCP) Exclusive everyday discount – only available to JCP members Exclusive shopping experience – instant message sent to your phone, reminding you of the membership levels you have achieved. And the exclusive discounting section you can get right now if shop by phone.
- 21. Explore usage ofdesign Membership card Shopping bag Home page Brochure cover Clothing tag Billboard Category
- 22. Legal Issues Trademark(conflicting trademarks, processing time, description of trademark ) trademark search and obtain the trademark rights to your brand name before you launch it. Website copyright ( originality of web content)
- 27. Design standards andguidelines
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