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Copy of JCP Marketing Audit

Marketing project centered around the audit of one of the fortune 500 companies.

G. A.

on 21 May 2014

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Transcript of Copy of JCP Marketing Audit

JCPenney Marketing Audit
What's NEW?!
New logo
New spokesperson
New pricing strategy
New investments

J.C. Penney’s Vision Statement
The Golden Rule
"Do unto others as you would have others do unto you."
“Winning Together Principles”
•Associates - We value, develop and reward the contributions and talents of all associates.
•Integrity - We act only with the highest ethical standards.
•Performance - We provide coaching and feedback to perform at the highest level.
•Recognition - We celebrate the achievements of others.
•Teamwork - We win together through leadership, collaboration, open and honest communication, and respect.
•Quality - We strive for excellence in our work, products, and services.
•Innovation - We encourage creative thinking and intelligent risk taking.
•Community - We care about and are involved in our communities.

4 P’s
Product: Quality merchandise, from apparel and accessories to home furnishings.
Price: The pricing on J.C Penney’s products is quite fair and reasonable, seeing as, the value of most of their products are high in quality although moderate in popularity.
Placement: Locations nationwide in various shopping centers. Placement online and mobile access.
Promotion: Through television, radio, social media, magazines, newspapers, sponsored events and mail and email.

Target Market
J.C Penney’s target market is mainly “Middle America”. Their typical customer is a woman aged 35 to 54 with an annual income of $35,000 to $100,000.
The company has made new efforts to appeal to younger shoppers, with its introduction, in 2008, of private label lines of colorful dorm room furnishings called Dorm Life and back-to-school wear, called Fabulosity, by designer Kimora Lee Simmons.

RankRevenues ($ millions)

1 Wal-Mart Stores - 1421,849.0
2 Target - 3367,390.0
3 Sears Holdings - 5743,326.0
4 Macy's - 10725,003.0
5 Kohl's - 14218,391.0

Figures are for fiscal year ended Jan. 31, 2011

6 J.C. Penney - 14617,759.0
7 Dollar General - 18813,035.0
8 Nordstrom - 2549,700.0
9 Family Dollar Stores - 3027,867.0
10 Dillard's - 3706,253.5
J.C Penney’s Macro Environment
Political (Legal) Forces
Economic Forces
SocioCultural Forces
Technological Forces
Merchandise quality & Access to merchandise over various channels.
Hard to distinguish merchandise and lacks loyal customers
New locations, besides malls and shopping centers.
Seasonal mobile discounting
Decrease in popularity of malls
J.C Penney
Promotional Activities
Ellen Degeneres

Online & Mobile Apps
"It's A Big Deal" Deals
J.C Penney
J.C Penney Consumers
The Transformation
Promotional Activities
Social Media
Direct Competitors ->
Full transcript