Marketing Fundamentals – Two Case Studies
Marketing Fundamentals – Two Case Studies
Case #6
Emerging from a disastrous last few years, the leadership at JC Penney has finally started breathing normally again.
The ill-fated elimination of all sales promotions in 2011, in favor
of a new ‘everyday low pricing’ strategy, turned out to be an abysmal
failure. Having nearly bankrupt the company, severely damaged their
reputation, and actually cost the CEO whose idea it was his job, the
company finally seems to be getting on the right track. The most
financial recent results show that losses are being reduced, and in
particular some of significant gains are coming from the higher-end
beauty brand Sephora.
In partnership with JC Penney, Sephora has been very successful with
the store-within-a store concepts – so successful that Penney has also
partnered with Walt Disney to create an additional store-within-a store
operations in selected locations. The success of this business model –
and the recent successes of their turn-around strategy overall – has
lead top management to consider taking a run at the Victoria Secret
brand Pink. The leadership team knows that Pink has also successfully
utilized the store-within-a store concept and the goal at Penney’s would
be to create their own Penney’s loungewear brand – tentatively titled
Heaven (so that the tag line would be ‘Heaven – from Penneys’ – a
takeoff from the phrase ‘pennies from heaven’).
And that’s where you come in – you have been retained as a
consultant to JC Penney and asked to provide an assessment of this type
of product line as part of the overall Penney product mix. You don’t
know that much about either Penney as an organization or the Pink brand
but the one thing you do remember is that there was some controversy
associated with Pink targeting the teen/preteen segment (Case #6).
As a result, you know that to start with, you need to begin by
researching both the current state of the Pink brand – and its relative
position as part of the Victoria Secret and Limited Brands overall
portfolio – as well as some background on JC Penney. Armed with that
intelligence, you can then begin to respond to the questions posed to
you, which were the following:
Copy and Paste the below questions in your write-up and place your answers underneath each question.
1. What is the basic buyer decision process of a typical Pink customer?
2. How does the concept of aspirational groups apply in the case of Victoria’s Secret Pink line?
3. Should marketers have – or create – boundaries with regard to this concept?
4. With this knowledge, what should be JC Penney’s major considerations as they contemplate rolling out a competing brand?
5. Who should their target market be – and how can they (or should
they) apply the concept of boundaries as they seek to serve that market?
6. Identify 2-3 options that might be viable for Penney’s proposed Treasury brand.
· Assess the strengths and weaknesses of each option
7. Provide your professional advice to the JC Penney team as to what you believe they should do.
· Identify and defend what you think is their best alternative
· State the short-term or intended outcome of this plan (who is the
target market, how they can be targeted/served, how will they be
differentiated?)
· Consider any possible unintended or long-term consequences
Prepare an answer to Penney team’s questions above. Be sure to
research (at least 2 high quality resources are required) your answers,
and then cite the sources appropriately.
Case #6
Emerging from a disastrous last few years, the leadership at JC Penney has finally started
breathing normally again.
The ill
–
fated elimination of all sales promotions in 2011, in favor of a new ‘everyday low
pricing’ strategy, turned out to be an abysmal failure. Having nearly bankrupt the
company, severely damaged their reputation, and actually cost the CEO whose idea
it was
his job, the company finally seems to be getting on the right track. The most financial
recent results show that losses are being reduced, and in particular some of significant
gains are coming from the higher
–
end beauty brand Sephora.
In partnersh
ip with JC Penney, Sephora has been very successful with the store
–
within
–
a
store concepts
–
so successful that Penney has also partnered with Walt Disney to create
an additional store
–
within
–
a store operations in selected locations. The success of this
bu
siness model
–
and the recent successes of their turn
–
around strategy overall
–
has lead
top management to consider taking a run at the Victoria Secret brand Pink. The leadership
team knows that Pink has also successfully utilized the store
–
within
–
a store
concept and
the goal at Penney’s would be to create their own Penney’s loungewear brand
–
tentatively
titled Heaven (so that the tag line would be ‘Heaven
–
from Penneys’
–
a takeoff from the
phrase ‘pennies from heaven’).
And that’s where you come in
–
y
ou have been retained as a consultant to JC Penney and
asked to provide an assessment of this type of product line as part of the overall Penney
product mix. You don’t know that much about either Penney as an organization or the
Pink brand but the one thin
g you do remember is that there was some controversy
associated with Pink targeting the teen/preteen segment (Case #6).
As a result, you know that to start with, you need to begin by researching both the current
state of the Pink brand
–
and its relative
position as part of the Victoria Secret and Limited
Brands overall portfolio
–
as well as some background on JC Penney. Armed with that
intelligence, you can then begin to respond to the questions posed to you, which were the
following:
Copy and Paste
the below qu
estions in your write
–
up and place your answers
underneath each question.
1.
What is the basic buyer decision process of a typical Pink customer?
2.
How does the concept of aspirational groups apply in the case of Victoria’s Secret
Pink line?
Case #6
Emerging from a disastrous last few years, the leadership at JC Penney has finally started
breathing normally again.
The ill-fated elimination of all sales promotions in 2011, in favor of a new ‘everyday low
pricing’ strategy, turned out to be an abysmal failure. Having nearly bankrupt the
company, severely damaged their reputation, and actually cost the CEO whose idea it was
his job, the company finally seems to be getting on the right track. The most financial
recent results show that losses are being reduced, and in particular some of significant
gains are coming from the higher-end beauty brand Sephora.
In partnership with JC Penney, Sephora has been very successful with the store-within-a
store concepts – so successful that Penney has also partnered with Walt Disney to create
an additional store-within-a store operations in selected locations. The success of this
business model – and the recent successes of their turn-around strategy overall – has lead
top management to consider taking a run at the Victoria Secret brand Pink. The leadership
team knows that Pink has also successfully utilized the store-within-a store concept and
the goal at Penney’s would be to create their own Penney’s loungewear brand – tentatively
titled Heaven (so that the tag line would be ‘Heaven – from Penneys’ – a takeoff from the
phrase ‘pennies from heaven’).
And that’s where you come in – you have been retained as a consultant to JC Penney and
asked to provide an assessment of this type of product line as part of the overall Penney
product mix. You don’t know that much about either Penney as an organization or the
Pink brand but the one thing you do remember is that there was some controversy
associated with Pink targeting the teen/preteen segment (Case #6).
As a result, you know that to start with, you need to begin by researching both the current
state of the Pink brand – and its relative position as part of the Victoria Secret and Limited
Brands overall portfolio – as well as some background on JC Penney. Armed with that
intelligence, you can then begin to respond to the questions posed to you, which were the
following:
Copy and Paste the below questions in your write-up and place your answers
underneath each question.
1. What is the basic buyer decision process of a typical Pink customer?
2. How does the concept of aspirational groups apply in the case of Victoria’s Secret
Pink line?
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