Marketing Strategy And Media Plan

The media plan of JC Penney has few strong points and some weaknesses The strengths are that the advertisements initiative to position JC Penney as a fashion store . On the other hand there are some media maneuver that detract from the positioning it hopes to achieve . What is proposed is that JC Penney should desist from using techniques that do not keep back its overall selling outline . On the other hand the media mix and communications dodging of JC Penney should be focused more on positioning the company as a fashionable company (Muldoon . K , 2006 Finally , rhythmic pattern should be developed to monitor the implementation and effectiveness of the media planThe marketing schema of JC Penney is to target middle level consumers Its pricing strategy does not target the premium subdivision the likes of some of its competitors like Marcy s , Dillard s , and Belk , nor does it focus on discount store customers like Wal-Mart . The direct competitors of JC Penney are Kohl s and Sears . In addition , the distribution strategy of JC Penney stores is to locate the stores in suburban malls . This strategy is a miscellany from the traditional strategy of locating the JC Penney stores in downtown rural area . Currently , JC Penney has also started opening some standalone stores (United Nations Publications 2005 . At the homogeneous time , JC Penney has started selling its products on the internet . JC Penney has been ingredienticularly self-made in selling furnishings and apparel through the internet . It has emerged as one of the most successful hybrid internet marketers . Its gross sales crossed the 1 billion mark in 2005 . As far at the product strategy of JC Penney is concerned it has started concentrating on brands like Arizona Jeans , Worthington , and St . John s Bay .

JC Penney has moved onward from its drug stores business by selling off its Eckerd divider In addition , the strategy of JC Penney is to develop reposition itself as a premium store . It sponsored the surfing star Thomson to support a proprietary brand , entered a joint make believe with Sephora and a premium casual wear brand for women StudioA branch of the marketing strategy of JC Penney is to launch its back to the drill endure in which school children are targeted . As a part of this campaign JC Penney is trying to move up its image on the premium dimension by offering brands like overlook Bisou , Levis , South Pole , and Fang . In addition , JC Penney is selling school uniforms in partnership with IZOD . JC Penney promises to take care of special coat needs of uniforms . The premium denim for the back to the school segment is buttressed by Young Men sJ .C . Penney had an advertisement reckon of 400 million dollars during 2005 (McMains . A Gianatasin . D , 2006 . The media company Saatchi Saatchi has outright been selected as a media partner (J .C . Penny Company Inc . 2006 . The media strategy is that its TV commercials can be viewed online ing can be make immediately , and the...If you want to get a full essay, sound out it on our website: Orderessay

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