Marketing Discussion: JC Penney

I post online discussion questions for my Principles class from time to time. These students are not marketing professionals but are consumers and interested business students who are learning to think about marketing.  They are amazingly honest, open and often insightful.

Here is the latest topic: JC Penney

Who Shops at JC Penney?


Do any of you shop at JC Penney?  What do you think of when you think about them?  Have you noticed their new ad campaign?

Take a look at their web page:  JC Penney Web Page

Here are a couple of their new TV spots:

JCPenney, Cosabella Amore (2013)


JCPenney Levi's Commercial (2013) (Television Commercial) 

Clearly they are adopting a new branding strategy.  Why do you suppose they made this decision?

Here's a clue: Ad Age Article on JC Penney

What is your conclusion? Will this new strategy work?

This is why I find the study of marketing so interesting!

A day later:

More on JC Penney... John Camey - Mar 1, 2013 11:30 AM ]

When you pay attention the news just keeps coming.

Here is an article from today's WSJ:  For Penney's Boss, Shine Is Off the Apple

Enjoy!

drc