JCPenney Rebranding Assignment Essay Sample
Before their re-branding attempts JCP was perceived to be a low quality and low cost section shop. Their nucleus mark consumers were chiefly working or in-between category suburban adult females. These adult females were preponderantly stay at place or full clip working female parents. They were able to purchase trade name named vesture. accoutrements. and place decor. for themselves. their hubbies. and their childs. in one convenient location for a low monetary value. Majority of these adult females were able to happen trades and vouchers through the day-to-day newspaper. The JCP trade name embodied a sincere type personality. Their shops used warm but bland colour strategies and had a familiar and friendly environment After the re-branding. JCP has moved from a low cost and low quality shop to a high quality and low cost section shop. They have been seeking to incarnate a more exciting and sophisticated personality.
Many of their ads use younger theoretical accounts that are really alive and lively. These ads besides include bright colourss along with more cheerful music. Last January JCP besides announced Ellen DeGeneres as the new interpreter for the trade name in hopes of holding her champagne. sympathetic. and fun personality as the features that would besides be associated with their trade name. The layout of the shops has besides been designed to show a more sophisticated expression. The shop floor has been outlined to group the merchandises by their trade names in a manner that looks like dress shop subdivisions. They have besides upgraded the lighting fixtures and shows to do the shop more visually appealing.
JCP is still really household oriented. but is overhauling their mark household. JPC’s new mark market is younger. upper to middle category. modern parents and grownups. The most recent JPC commercials have a really future retro type subject to them. They follow multiple culturally diverse households and twosomes in their lively twenty-four hours to twenty-four hours activities. These activities include bivouacing. playing in the park. go toing a nuptials. even rushing down the street. Each of their commercials use bright colourss. playful oldies music. in modern-day scenes and activities. They are traveling off from the mean mini-van association football mas and stating their urban consumers that their fresh and voguish merchandises will still supply a wholesome household experience.
Along with their new expression. JPC is still seeking to maintain their just and sensible entreaty by integrating a new pricing and price reduction scheme. This scheme guarantees low monetary values everyday along with gross revenues every first and 3rd Friday of the month.
BEFOREAFTER
Visually the new logo is brighter. edgy. oculus catching. hipper. and simplistic. The new one focuses more on the form instead than the words or the letters. The new logo looks younger because it short hands the JCPenney rubric to the simple abbreviation. The fount of the older logo looks more slight much like the manus authorship of a adult female. where the new logo uses more block like cartoonish letters. There is besides a contrast in colour usage between the two. The old logo uses more ruddy while the new logo incorporates the colour blue and to a great extent focal points on the white centre colour to pull in more attending. I would hold to state that the new logo is more visually appealing and impactful since it non merely looks more alone but besides because it looks familiarly because it is similar to the American flag.
As the Chief Marketing Officer I would foremost acquire rid of the new pricing scheme since it does non suit in with the sophisticated trade name that the company is seeking to advance. This scheme besides confuses consumers and goes against the typical price reduction utilizing behaviours that our mark consumers have. There have been negative feedback from clients and the media about this scheme and has resulted in the lessening in stock monetary values and public presentation. I would keep the price reduction trades which will keep the just and low monetary value image that JCP prides itself on and besides maintain the new commercial ads. shop layout. and updated logo. This is necessary to maintain a coagulated incorporate selling communications with our mark market. I would besides seek to ramify out and obtain contracts with new interior decorators to make alone and fresh labels for JCP.
