Jcpenney Analysis Report
Executive Summary
Client: JCPenney Target audience: Females age 25-34 Challenge: Develop a $100 million proposal for a national, fullyintegrated marketing campaign to run February 2012 to February 2013, designed to increase market share among females 25-34 years old.
With this campaign PARA will not only increase shopping frequency and grow share of wallet among current female customers ages 25-34, but will compel women to choose JCPenney for every first impression.
Through PARA’s research, critical analysis and understanding of the company, market, target audience and media, PARA has created a fully-integrated marketing campaign that will guarantee new female JCPenney shoppers age 25-34 as well as re-create loyalty among female shoppers 24-35. PARA exhausted all of the resources available to discover such reasoning’s of why women shop, what they are looking for, who they are, where they are in the market place and social media and what will drive them to JCPenney. The creative attempts were developed from thorough research and understanding of the ever changing, fast-paced, mobile lives of these women and will appeal to the target audience.
Table of Contents
6 The SWOT Analysis 8 The Problem
Strengths, Weaknesses, Opportunities, & Threats of JCPenney
6 Strengths & Weaknesses 7 Opportunities & Threats
The problem PARA will be solving with this Advertising Campaign
9 The Primary Research 10 The Target Market 12 The Strategy
Summary & Graphical depiction of the findings of our primary research
Explanation of who JCPenney’s Target Market really is and some personalities representing that market
The plan that Para has to address JCPenney’s Problem
13 The Store Remodel 14 The Partnership
Depiction of a more fluid and customer friendly store layout and design
The Execution of the research gathered throughout the course of the campaign planning
15 The Creative Elements
15 16 17 18 20 21 22 The Floor Graphic TV Commercial Meet
Client: JCPenney Target audience: Females age 25-34 Challenge: Develop a $100 million proposal for a national, fullyintegrated marketing campaign to run February 2012 to February 2013, designed to increase market share among females 25-34 years old.
With this campaign PARA will not only increase shopping frequency and grow share of wallet among current female customers ages 25-34, but will compel women to choose JCPenney for every first impression.
Through PARA’s research, critical analysis and understanding of the company, market, target audience and media, PARA has created a fully-integrated marketing campaign that will guarantee new female JCPenney shoppers age 25-34 as well as re-create loyalty among female shoppers 24-35. PARA exhausted all of the resources available to discover such reasoning’s of why women shop, what they are looking for, who they are, where they are in the market place and social media and what will drive them to JCPenney. The creative attempts were developed from thorough research and understanding of the ever changing, fast-paced, mobile lives of these women and will appeal to the target audience.
Table of Contents
6 The SWOT Analysis 8 The Problem
Strengths, Weaknesses, Opportunities, & Threats of JCPenney
6 Strengths & Weaknesses 7 Opportunities & Threats
The problem PARA will be solving with this Advertising Campaign
9 The Primary Research 10 The Target Market 12 The Strategy
Summary & Graphical depiction of the findings of our primary research
Explanation of who JCPenney’s Target Market really is and some personalities representing that market
The plan that Para has to address JCPenney’s Problem
13 The Store Remodel 14 The Partnership
Depiction of a more fluid and customer friendly store layout and design
The Execution of the research gathered throughout the course of the campaign planning
15 The Creative Elements
15 16 17 18 20 21 22 The Floor Graphic TV Commercial Meet
Bibliography: The sources that were used during secondary research and provided PARA with support for the advertising campaign and creative ideas. "Annual Report." Macy 's, Inc. Web. 13 Sept. 2010. . "The Carry on Spending Habits of Shopaholics." The Yorkshire Post 27 Aug. 2010. ProQuest International Academic Research Library. Web. 14 Sept. 2010. . "Cost of Webisodes." Kiyong 's Blog of Creative Pursuits. 6 Apr. 2009. Web. 2 Nov. 2010. . Crowley, Matthew. "Budget Review." Message to the author. 9 Nov. 2010. E-mail. Cultra, Shane. "The Average Cost." Domain Shane. Web. 1 Nov. 2010. . "Factbook." Www.kohlscorporation.com. Web. 23 Sept. 2010. . "Fee Schedule." United States Patent and Trademark Office. 15 Sept. 2009. Web. 1 Nov. 2010. . "The Find." TheFind - Shopped & Found. Web. 2 Nov. 2010. . Harris, Thomas. "How Banner Ads Work." HowStuffWorks - Learn How Everything Works! Web. 1 Nov. . JCPenney and Major Competitor 's Income Statement. Rep. 2010. Print. "JCPenney Brands." J.C. Penney Company, Inc. - Brands. Web. 14 Sept. 2010. . "JCPenney Company, Inc. - Finacial and Strategic Analysis Review." Business and Company Resource Center. Gale, 2010. Web. 15 Sept. 2010. uspto. +is+th 2010. King, Joseph S. Psychology of the Floor. LevelVision, 2008. PDF. "Man, the Hunter-Buyer." LexisNexis Total Research System. LexisNexis, Oct. 2005. Web. 20 Sept. 2010. lexisnexis.com>. Naylor, Peter. "Budget Review." Message to the author. 3 Nov. 2010. E-mail. "Next Tag." Nextag - Compare Prices Before You Buy. Web. 1 Nov. 2010. . "Number of JCPenney Stores." World | Number Of | How Many. Web. 2 Nov. 2010. . "Plastic Cards." Plastic Business Cards, Plastic Cards, Business Cards, Silkcards, Postcards, Flyers, Letterhead, Envelopes, Stationary, Magnets and More at 4colorprint.com. Web. 9 Nov. 2010. "Urge to Shop is Hormonally Driven." The Weekender Apr. 2009. LexisNexis Total Research System. Web. 14 Sept. 2010. . monitors/ number