Marketing Mix for JCPenney - Research Paper Example

?Running Head: Marketing Mix Marketing Mix [Institute’s Marketing Mix JcPenney is a large retail store, which sells a large variety of products manufactured by renowned companies in the category of clothing, shoes, accessories, home appliances, cosmetics, and many others. JcPenney (2011) is one the largest retail chains, which provides its customers with a vast choice and stocks the most renowned and consumer friendly products for its customers (JcPenney, 2011). JcPenney runs an amazing number of 1100 stores throughout the USA and Puerto Rica and has attained massive $ 17.8 million revenue in 2010. JcPenney houses its own power brands, exclusive brands, and national brands that it sells to its wide array of more than half of American households each year and is one of the best known and most widely dispersed retail department stores in the USA (JcPenney, 2011). While JcPenney offers a wide array of products, a brand that it offers to customers and is one of JcPenney power brands in its clothing range is Wrangler jeans. As the product manager of Wrangler Jeans, it is important to note how these jeans are branded and compared with their competitors, which may be Gap or the ever popular brand of Levi’s jeans (JcPenney, 2011).Wrangler jeans is a renowned company, which has been in the market for over half a century, nearly around the 1940’s, and has been serving the clothing needs of its customers with shirts, jeans, pants, and jackets to suit the styles of its various customers. Wrangler was originally designed to suit people who rode in rodeos and hence, has adopted the western style since its inception (Aaker, 1997). While jeans are considered more or less alike, Wrangler jeans are different from its competitors in the sense that they have a more rugged style and are designed for a tougher and more “worn” look than the styles that are offered by Levis and Gap. Levis offers the classic jeans, which carry a fashionable and classic cut while Gap focuses for the trendier and the younger market. The product is similar in the sense that they are all jeans, which are mainly focused on providing a comfortable covering for the consumer that suits his/her needs. However, in the case of style, Wrangler is truly different as it serves a different style segment of people who prefer a more western edge to their image. Wrangler jeans are also more durable and can withstand several washes without becoming obsolete. Moreover, they differ in the price range they offer, which is much more affordable than Levi’s and Gap. Hence, marketers do not only have to rely on the brand name to promote the product, the product has some attributes, which are exclusive to it. Brand personality can be described in many facets, which include the style, the image, the gender, and many other aspects as in a human personality. The personality of Wrangler jeans is of a tough and rugged person who loves the outdoors and is into adventurous sports and activities such as the rodeo. It also has the image of a person originating from the West and leading a comfortable yet economical lifestyle. It suggests masculinity and power, even though Wrangler Jeans are designed for females as well. Yet, it emphasizes upon those females who are into a westernized tough style and are not only into the hip and classy look. Consumers hold a lasting relationship with Wrangler Jeans, as they support and emphasize a certain statement of durability and ruggedness. Wrangler Jeans has gained a respectable market share and is gaining as much popularity as the ever popular Levis. Once consumers buy a Wrangler jean, it becomes part of them for quite a long duration because of its ruggedness and durability. Moreover, they obtain it at an affordable price and it gives them the image or the style statement that they wish to make. It becomes a part of their identity and their style; hence consumers develop a longstanding relationship with it. Wrangler Jeans does hold a considerable amount of customer loyalty as it has lasted in the market since the 1940’s and has retained its original image of a western style outlook, which shows that consumers identify with and like this image. Wrangler has given the most popular brand of Levis a stable amount of competition, as both brands hold a rich history of customer loyalty. Moreover, since Wrangler has been reviewed by customers to be one of the most durable jeans brands, customers are satisfied with their value for money. Furthermore, while Wrangler competes with Levis for its share of the consumer market, it is also surely able to retain those customers that prefer a more affordable and rugged product than Levis or Gap. Hence, customers that fall into this category of the target market definitely prefer Wrangler and remain loyal to it. Wrangler Jeans is not made for a specific age group but caters to men, women, and children alike. While Gap caters to the younger target market and Levis to the more expensive yet classy target market, Wrangler caters to the more rugged, adventurous, and middle classed target market. It is designed for those people who want comfortable, durable, and affordable attire. There is a good match between the brand personality and target market, because jeans are usually considered to be a durable and casual piece of clothing, which is used over and over again. Since the style and cut of the jeans matches the requirements of the target market, there is a good match between the target market and the brand personality. However, customer loyalty does seem to vary with new incoming trends, if fashions change and a classy or hip look is in, consumers may prefer adopting the Gap style or if they feel to spend a bit more money on their attire, they may adopt the use of Levis. However, customer loyalty does remain fairly constant in the case of clothing attire, especially in the case of jeans. JcPenney is a large retail outlet, which advertises many of its brands on its website and in its stores; whether they are its power brands or brands that it sells. One of JcPenney’s power brands is Arizona Jeans, which it seeks to promote exclusively and become the largest retailer for. Hence, the company may not use celebrity endorsement to promote Wrangler jeans itself. However, Wrangler may use celebrity endorsement to promote its own brand by using celebrities known to come from the West or have a rugged and tough personality. JcPenney has such a wide array of products and goods that it cannot commit itself to using one celebrity to promote all brands. Moreover, JcPenney is such a large and renowned chain that it does not need celebrity advertisements for recruitment. Potential employees are always on the look-out for jobs Wrangler, on the other hand, does and can use different celebrities to promote its different product lines such as Wrangler 47, or boot cut jeans, etc. Celebrities that Wrangler has used include “Robert Pattinson, Kate Middleton, Justin Bieber, and Kerri Russell” (Elliot, 2002). The company can also use celebrities such as Stone Cold Steve Austin and The Rock, to promote its image of ruggedness and adventure. The positive effects of using this one celebrity such as The Rock are that the brand image will be communicated to the public more clearly and people who like or trust the opinion of this celebrity will be able to identify with the brand in a better manner. Having one celebrity will enable the public to have a clear image and a clear statement about the brand instead of being confused with a vast range of celebrities endorsing the brand (Rowley, 2005). However, the negative impact of this is that the brand’s image will be linked to the image of the celebrity. If the celebrity loses credibility or trust from the public, the brand may suffer immensely. Moreover, if the whole target market does not like the celebrity chosen, then they will be less likely to use that brand even if it suits their needs. Hence, celebrity endorsement must be used very wisely and cautiously. Celebrities who properly communicate the image and the personality of the brand and are well liked and trusted amongst the target market must be chosen (Wasmer, 2005). Using the celebrity would help communicate the brand personality by allowing the public to associate with a visual image or a person with the product, hence bringing the brand to life. It would enable the customer to develop a relationship with the brand, as they develop a relationship with the celebrity. Instead of focusing upon the 4 P’s, the customer oriented approach will focus upon the 4 C’s of marketing. The 4 C’s would be Customer value, Cost, Communication, and Convenience. As for customer value, Wranglers seeks to make jeans that suit the style needs of a rugged and affordable market segment, hence it finds the value that customers seek in their jeans and styles and makes them accordingly. As for cost, it is easy for customers to find Wrangler jeans at a conveniently placed JcPenney store without travelling a long distance and they ate receiving the same durable and rugged jeans as competing brands offer such as Levis, but at a more affordable price. As for convenience, it is easy for customers to conveniently find the brand at all retail and departmental stores, including JcPenney and Wrangler outlets. The brand is available to customers in 4 different continents and is very conveniently dispersed within the market. Communication from the brand to consumers is widely taken care of through advertising of the brand itself and retailers advertising the brand on their websites and in their stores. Wrangler is advertised through celebrity endorsements on billboards, on its website and that of retailers such as JcPenney, in magazines, and in TV advertisements (Gummesson, 1991). References Aaker, J. L. (1997) “Dimensions of Brand Personality.” Journal of Marketing Research. Volume 34, Issue 3, pp. 347-356. Elliot, E. (2002). Marketing concepts for libraries and information services. London: Facet Publishing. Gummesson, E. (1991) “Marketing-orientation Revisited: The Crucial Role of the Part-time Marketer.” European Journal of Marketing. Volume 25, Issue 2, pp. 60-75. JcPenney. (2011). JcPenney. Retrieved on August 02, 2011: www.jcpenney.com/jcp/default.aspx Rowley, J. (2005). “The 4 C’s of Customer Loyalty.” European Business Journal. Volume 12, Issue 2, pp. 169-188. Wasmer, D. J. & Williams, J. (1997) “A Reconceptualization of the Marketing Mix: Using the 4 C's To Improve Marketing Planning in Higher Education.” Journal of Marketing for Higher Education. Volume 8, Issue 2, pp. 29-35. Read More