jcpenney repositioning
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1
Media Plan
It’s Your Life, Wear it Your Way
Rachel Hardke
Kirsten Quinn
Amanda Riggio
Brian Rosenberg
Jonathan San
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Table of Contents
Market Analysis
Audience Analysis
Media Vehicles
Consumer Interactivity
Media Schedule
Budget Breakdown
Budget
Budget Extentions
References
Appendix
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Market Analysis
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:
• Identifyamorespecifictargetaudience:25-34• Re-brand as a relevant and “hip” store to appeal to new target audience• Utilize modern media to reach new target audience
JCPenney
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• 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 whoknowtheywilllikewhattheyfind
• Competition from brands shared by JCPenney and specialty stores
• Shift toward online shopping
Weaknesses (Economy):
• High unemployment• Lowconsumerincomeandconfidencelevels
• Effects spending on discretionary items
Market Analysis
General Market
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Audience Analysis
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
Xoomers
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Marketing &edia Objectives
• New slogan: “It’s Your Life - Wear It Your Way”• Increase customer satisfaction: better inform and equip employees• Positionitasahighqualityandefficientone-stopshop• Improvecustomersatisfactionandefficiencyinoverallshopping
experience.• New methods of shopping to complement the Xoomers’ busy
lifestyles• NewfloorplanofJCPenneytomakeiteasiertocategorically
shop:• “Worklife”• “Nightlife”• “Homelife”• “Activelife”
• 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
Media Goals
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Media Vehicles
• 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”
• 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• SpecificallypromoteourJCPenneysceneoflifeentitled“Worklife”onthese
websites• A majority of viewers tend to be in the business profession
QR Codes
Online News Sources
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Media Vehicles
• Print and online• Xoomers look to magazines for lifestyle suggestions and fashion
tips• Will receive high reach - easy to read during commutes• ArtDirection:illustrateDifferentscenesoflife,reflectingthe
occasion-focused shopping experience• Technical Direction: QR codes on each advertisement• Copy Direction: ““It’s Your Life - Wear It Your Way”
Magazines
• MaximMagazine and ESPNtheMagazine• Gender-specifictomales• Magazine encourages males to look and feel their best
• specificallyinclothing• 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
• Brides and ElleMagazine• Gender-specifictofemales• Emphasizesaneedtokeepupwiththefashiontrends-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.
Male-Targeted Magazines
Female-Targeted Magazines
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Media Vehicles
• 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
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 LopezTonight)
• Variety of shows• KingofQueens,Seinfeld,TheOffice,Conan,Lopez
Tonight
Television
TBS
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Media Vehicles
• 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• Lessenstheneedtosearchthroughracksorfindsalesassociate
• Locations consistent with interactive storefront (see below)• InteractwithQRCodestoeasilyuploadoutfitsanddirecttoloca-
tions within store
• Engages all potential customers - from tech-savvy Xoomers to less modern late adopters
• Placedinhigh-traffickedlocationsinNewYorkCity,LosAngeles,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
In-Store Kiosks
Interactive Storefront
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Media Vehicles
Bus Stop Shelters and Subway Cars• Decals will be placed on the windows of the shelters and subway cars to dis-
playan“outfit”forconsumerstoviewand“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
Guerilla Marketing
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Consumer Interactivity
• 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”• Wideningthedefinitionoffamilywillde-stigmatizeJCPenneyasa
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
“Search for the Perfect JCPenney Family” Competition
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Consumer Interactivity
• Duration of competition: Labor Day (September) - Black Friday (No-vember)
• Purpose:thewinner-theofficial“mayor”duringthattime-willre-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
Foursquare Competition
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Media Schedule
Holidays• Increase marketing around holiday seasons throughout the year
• ThiscouldbethefirstholidayXoomersareontheirown• Need new decorations for the new house
• An opportunity to create a new personal lookSeasons• Increase during times for seasonal cleanouts of clothing and decorationsAnnual Cycles• Increase during “interview season” and “wedding season”
Pulsing
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Television
Magazine
Internet
Bus Stops
Subways
In-Store Kiosk
Interactive Storefront
Budget Breakdown
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Bud
ge
t
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Budget Extentions
• 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
• Thepowertothescreenswillincreaseduringpeaktraffichours(lunchhours 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
• 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
• 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
Interactive Storefronts
Magazine
Television
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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
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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/
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Appendix
• Television:• TheKingofQueens-17totalexecutionsx$30,000perexecution=
$510,000• Seinfeld-15totalexecutionsx$30,000perexecution=$450,000• TheOffice-15totalexecutionsx$30,000perexecution=$450,000• Conan-13totalexecutionsx$30,000perexecution=$390,000• LopezTonight-15totalexecutionsx$30,000perexecution=$450,000
• Magazine:• Maxim-12totalexecutionsx$234,550perexecution=$2,814,600• ESPNTheMagazine-3totalexecutionsx$236,000perexecution=
$708,000• Brides-3totalexecutionsx$32,885perexecution=$98,653• Elle-12totalexecutionsx$130,985perexecution=$1,571,820
• Internet:• CNN-4totalexecutionsx$150,000perexecution=$600,000• NewYorkTimes-4totalexecutionsx$150,000perexecution=$600,000• WallStreetJournal-4totalexecutionsx$150,000perexecution=
$600,000• Facebook-4totalexecutionsx$1,000per1,000=$4,000• Twitter-4totalexecutionsx$1,000per1,000=$4,000
• BrandActivation:• BusStops-45totalexecutionsx$600perunit=$27,000• Subways-25totalexecutionsx$150perunit=$3,750• In-StoreKiosks-• QuickResponseCodes-Priceisdeterminedbasedonproduction• Foursquare-Priceisdeterminedbasedonproduction• InteractiveStorefront
• NewYorkCity-12totalexecutionsx$7,000perstorefront=$84,000• LosAngeles-12totalexecutionsx$14,400perstorefront=
$1,728,000• Chicago-10totalexecutionsx$7,000perstorefront=$70,000• Dallas-8totalexecutionsx$6,200perstorefront=$6,200
Calculations
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Appendix
• CNN:12x5,544,000=66,528,000• NewYorkTimes:12x1,824,000=21,888,000• WallStreetJournal:12x28,000=336,000• TBS:75x1,002,000=75,150,000• Brides:3x1,844,000=5,532,000• Elle:12x1,374,000=16,488,000• ESPN:3x3,782,000=11,346,000• Maxim:12x2,536,000=30,432,000
TAI = Frequency x Reach
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