The Promotional Function in JCPenney - Case Study Example

 JCPenney maintains promotional literature in-store to find out more about the various clothing manufacturers online, a form of biographical promotion. Further, the retail store provides incentives coupons on its website periodically that can be used only in-store, thus prompting the online consumers to visit the bricks-and-mortar retail stores. The household catalog strongly iterates the availability of products online, providing promotional codes in the catalog that can be used online. The promotional function integrates all of the marketing messages so that customers find consistency in how the business is positioned against competition stemming from its different marketing channels.

It could confuse the brand concept if the business used multiple promotional strategies. Promotions are not different in-store, in the catalog, or online since the company maintains a very wide target demographic. Because the business carries products relevant to many different lifestyles and age groups, it must adopt a mass-market promotional strategy rather than limiting the business to niche marketing or market specialization.