JC Penney Marketing Research Outline Essay Example For Students

JC Penney Marketing Research Outline Essay J.C. PENNEY COMPANY, INC J. C. Penney Company, Inc. Is one of Americas largest department store, drugstore, catalog and e-commerce retailers. Providing merchandise and services through department stores, catalogs, and the Internet. Their targeted customers are Modern Spenders and Starting Outs, who shop for apparel, accessories, and home furnishings through the centers where JCPenney is located and through the convenience of catalog and the Internet. Starting Outs Less than 35 years of age Singles, young families 0-1 children Shopping patterns relationships emerging No strong retail loyalties 28% of U.S. households. Currently 16% of sales Potentially 30% of sales Modern Spenders 35-54 years of age Dual-earner households 0-2 children (often includes teenagers) Consumption oriented No strong retail loyalties relationships Retail loyalties more likely Established shopping patterns Time-starved 27% of U.S. households Currently 43% of sales Potentially 50% of sales Distribution *Catalogs J.C. Penney is the nations largest catalog merchant, with the most modern facilities and the largest privately owned telemarketing network in America. Serving this $4 billion catalog business are nearly 2,000 catalog departments in JCPenney department stores, Eckerd drugstores, freestanding sales centers and independent catalog merchants. *Internet J.C. Penney is in only its second year of Internet sales, and its going strong and growing. Sales jumped from $15 million to $102 million since the beginning of jcpenney.com. *Department Stores JCPenney has more retail space in major regional shopping centers than any other department store retailer in America, with about 1,140 department stores located in all 50 states. JCPenneys drugstore ECKERD has over 2,600 stores in operation in 23 states. PROMOTIONAL OFFERS Direct mail. An invitation to shop mailed to selected catalog customers. These promotions may be associated with a holiday or other special savings event, including many of our storewide events Sunday Supplement. JCPenney color inserts that are delivered with your Sunday or late-week newspaper. Newspaper Ads. Promotional offers are often supplemented by ads in your local newspaper. Catalog Inserts. Many of our Sale and JCPenney Signature Series catalogs contain special offers for limited-time savings that are bound into mailed copies. E-mail Promotions. Occasionally, Internet shoppers and subscribers receive updates and promotions via e-mail. These e-mails include Promotional Codes that allow online shoppers to use special promotional offers. J.C. Penney is the fifth largest retailer of general merchandise and the forth-largest drugstore chain. The company also operates a direct marketing services group with one of the highest growth rates in America. The companys 199 retail sales exceeded $32 billion. J. C. Penney employs 291,000 across America, Puerto Rico and Mexico. Words / Pages : 405 / 24 .