Research Development

Marketplace Research
      The marketplace in the retail industry and the landscape that is drawn out is extremely competitive. As outlined in previous parts of our research, JC Penney’s direct competition is Kohl’s and Macy’s; based on the diversity of the product offerings, prices and their share price. 
      A majority of studies pertaining to a consumer’s most desired apparel company show that Walmart and Kohl’s are first and JC Penney and Macy’s follow in second. JC Penney has tried to consistently grab the consumer’s attention with strategies like Fair and Square price which failed and drove most of the customers towards locations like Macy’s (Why JCPenney's 'Fair and Square' Prices Are No Fun | TIME.com, n.d.). New research has helped the JC Penney team come to new campaign ideas and begin to evolve to a new consumer base. Within the marketplace there is drive to appeal to a younger more energetic customer and for JC Penney, bringing partners on like Ivy Park will potentially boost JCP’s presence in this field. 

Market Observation
          There is quite an open interest in bringing youth back to the JC Penney Company. When viewing the company’s technical performance in the market, there is a certain level of pessimism on whether to invest or not. Department stores in general are not doing well and JCPenney has pulled itself out of a serious depression and are beginning to end a long streak of loses. The company’s gross margin has largely recovered as operating costs are being cut in half (Near a 37-Year Low, Is J.C. Penney Stock a Buy? -- The Motley Fool, n.d.). Short term investors are looking for a quick profit while long term investors are looking to see growth with new campaigns and ability to move the average higher and eliminate these pessimistic positions.

Online Survey Analysis
         Using statistical tools, JC Penney can view their growth and decline by reviewing their sales and from the chart below ("JCP Latest News & Analysis - J.C. Penney Company Inc. | Seeking Alpha," n.d.) we as a company need this new Ivy Park campaign to implement growth with sales. Marketing teams expect that with the Ivy Park campaign, the expanding rewards program, using youthful mobile applications, and doubling the incentives will help to bridge the gap that the company has with its customers. We have found with surveys that our customer find the old JCPenney is lacking judgements and feeling ("JC Penney Consumer Analysis -," n.d.). Using www.talktojcpenney.com, customers can speak their opinion by entering their receipt number and earning a discount towards the next shopping trip. The conclusion of many statistical results is that the company must attract younger customers. 





References
Consumer & Trade Promotions As Marketing Strategies | Chron.com. (n.d.). Retrieved from http://smallbusiness.chron.com/consumer-trade-promotions-marketing-strategies-71109.html
Consumer Sales Promotion Techniques | Chron.com. (n.d.). Retrieved from http://smallbusiness.chron.com/consumer-sales-promotion-techniques-1035.html
Digital PR for Millennials: How PR is Evolving. (n.d.). Retrieved from https://www.hallaminternet.com/digital-pr-millennials/
Direct Marketing | What is Direct Marketing? (n.d.). Retrieved from http://www.marketing-schools.org/types-of-marketing/direct-marketing.html
How Can Retailers Use Push & Pull Advertising? | Chron.com. (n.d.). Retrieved from http://smallbusiness.chron.com/can-retailers-use-push-pull-advertising-17743.html
JC Penney Consumer Analysis -. (n.d.). Retrieved from https://portfolios.journalism.ku.edu/sookie-thongkham/2015/07/31/jc-penney/
JC Penney Puts the Penny to Work in New Campaign | CMO Strategy - AdAge. (n.d.). Retrieved from http://adage.com/article/beat-sheet/jc-penney-puts-penny-work-campaign/302808/
JCP Latest News & Analysis - J.C. Penney Company Inc. | Seeking Alpha. (n.d.). Retrieved from https://seekingalpha.com/symbol/JCP
Marketing to Millennials: 5 Massive Trends That Are Leading the Way. (n.d.). Retrieved from https://www.shopify.com/blog/75614533-marketing-to-millennials-5-massive-trends-that-are-leading-the-way
Near a 37-Year Low, Is J.C. Penney Stock a Buy? -- The Motley Fool. (n.d.). Retrieved from https://www.fool.com/investing/2017/03/14/near-a-30-year-low-is-jc-penney-stock-a-buy.aspx
PR for Millennials: The Five-Factor Recipe for a Winning Campaign | Bulldog Reporter. (n.d.). Retrieved from https://www.bulldogreporter.com/pr-for-millennials-the-five-factor-recipe-for-a-winning-campaign/
Trade vs. Consumer Promotions. (n.d.). Retrieved from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/selecting-the-promotion-mix-for-a-particular-product-84/trade-vs-consumer-promotions-426-4129/
Why JCPenney's 'Fair and Square' Prices Are No Fun | TIME.com. (n.d.). Retrieved from http://business.time.com/2012/03/29/maybe-shoppers-dont-want-fair-and-square-prices-after-all/

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