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    Integrated Marketing Strategies

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    Look at the marketing for your favorite department store. Write an analysis describing the media plan it uses and how it achieves the marketing strategy for the store. Discuss what works effectively and what you would do differently. Describe the techniques you would use to benchmark and monitor the media plan. Search for business reports (news items in Forbes, Fortune or other mass media publication) or university case studies that discuss the department store's marketing initiatives for support or additional information about the store. Use specific examples to support your analysis.

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    STEP 1
    Marketing Strategy of JC Penny:

    1. Positioning of the store as a fashion stop, competing more with Macy's;
    2. The change in the locations from downtown to suburban areas;
    3. Positioning its website as a 'store of fashion';
    4. Improving the image of the stores through new locations and new internal décor;
    5. Multi channel marketing: so that customers that use just one of the channels like catalogues, use the other two channels that is the website and the stores.
    6. Pricing that is above the level of Wal-Mart and other discount stores but still below that of Dillard's and Belk.
    7. Improving its product mix by stocking private brands like Arizona Jeans and St. John's Bay.
    This material is taken from the website: http://www.dmnews.com/cms/dm-news" It also launched its biggest marketing campaign ever during this year's Academy Awards telecast ? with seven commercials, 12-page ad spreads in People, InStyle and Vogue magazines and 10 million catalogs to feature its spring line. Continuing the buzz, the company unveiled a 15,000-square-foot temporary promotional store smack dab in New York's Times Square, which garnered a ton of media attention.

    Too bad no one's walking through the three-level showroom, but I'll get to that in a moment. Decked out in its signature red and white colors, the store doesn't look anything like one of Penney's Middle America mall stores. In a city that craves the unusual, that would have stood out more. What's unique about this pop-up store, which is open through March 26, is that it has 22 Internet kiosks placed in front of every mannequin and furniture display. You can't walk out with anything; items must be ordered through the kiosks and shipped.

    Penney hopes to use the Internet's flash to drive store traffic as well as to update its dowdy image. Someone has figured out that half of U.S. households haven't shopped at a Penney's store in the past three years. Officials see the Internet as their golden ticket: Penney surpassed $1 billion in online sales last year, rivaling Wal-Mart's $1.17 billion. The company is testing Internet kiosks in select stores featuring styles that are only online. It also invested $1.4 billion to add touch screens to cash registers so sales staff can order online if customers can't find an item in a store.

    The problem with the Times Square store is its location. No tourists need to see a Penney store, and no New Yorkers want to be in Times Square unless they have to be there. So the store is sitting empty. I ventured by the other day only to have the store to myself. There were literally more Penney's representatives inside than intrigued consumers. A clerk told me it's been that way all week. People walk in, but they get out as soon as they hear they can't leave with anything." http://www.dmnews.com/cms/dm-news

    STEP 2
    Media Strategy of JC Penney:
    1. The media plan of JC Penney is:
    2. Hiring Saatchi and Saatchi as its media partners;
    3. Using a range of internet advertising tools including ad ware and spy ware;
    4. Developing TV commercials with a surfeit of digital ...

    Solution Summary

    Integrated Marketing Strategies are discussed in great detail in this solution.