Describe the type of customer J.C. Penny’s CEO Johnson is trying to appeal to with the “Fair and Square” brand repositioning. Why does Johnson want to attract the new target customer? Also, compare and contrast between existing core customers and new target customer for JC Penny.

A

Johnson wanted to find new customers for the company. In accordance with his idea, they should be more interested in lower prices than in promotion. At the same time, more progressive, millennial consumers were invited to use the company’s services and buy its products. For this reason, all the changes mentioned above were introduced.

The central reason for the attraction of a new target customer was that suburban mothers, who used to be the company’s most loyal clients in the past, were significantly affected by the crisis. It means that their paying capacity suffered, and the decrease in sales was noted. For this reason, the attraction of new consumers seemed like a good step to ensure the company’s further rise and development.

 –Existing Core CustomersNew Target Customer
Demographics/Psychographics Suburban mothersMillennials
Shopping Behavior Loyal, look for a promotion, preference for known products Pragmatic, consider lower prices, preference for new products
Product Preferences Food, products for home, clothing for all family Popular products, fashionable and discussed brands
Service Preferences Focus on sales to promote the best products Focus on client-oriented services.
Answer by Academic.tip's expert
An answer to this question is provided by one of our experts who specializes in business & economics. Let us know how much you liked it and give it a rating.

Cite this page

Select a citation style:

References

Academic.Tips. (2021) 'Describe the type of customer J.C. Penny’s CEO Johnson is trying to appeal to with the “Fair and Square” brand repositioning. Why does Johnson want to attract the new target customer? Also, compare and contrast between existing core customers and new target customer for JC Penny'. 5 August.

Reference

Academic.Tips. (2021, August 5). Describe the type of customer J.C. Penny’s CEO Johnson is trying to appeal to with the “Fair and Square” brand repositioning. Why does Johnson want to attract the new target customer? Also, compare and contrast between existing core customers and new target customer for JC Penny. Retrieved from https://academic.tips/question/describe-the-type-of-customer-j-c-pennys-ceo-johnson-is-trying-to-appeal-to-with-the-fair-and-square-brand-repositioning-why-does-johnson-want-to-attract-the-new-target-cu/

References

Academic.Tips. 2021. "Describe the type of customer J.C. Penny’s CEO Johnson is trying to appeal to with the “Fair and Square” brand repositioning. Why does Johnson want to attract the new target customer? Also, compare and contrast between existing core customers and new target customer for JC Penny." August 5, 2021. https://academic.tips/question/describe-the-type-of-customer-j-c-pennys-ceo-johnson-is-trying-to-appeal-to-with-the-fair-and-square-brand-repositioning-why-does-johnson-want-to-attract-the-new-target-cu/.

1. Academic.Tips. "Describe the type of customer J.C. Penny’s CEO Johnson is trying to appeal to with the “Fair and Square” brand repositioning. Why does Johnson want to attract the new target customer? Also, compare and contrast between existing core customers and new target customer for JC Penny." August 5, 2021. https://academic.tips/question/describe-the-type-of-customer-j-c-pennys-ceo-johnson-is-trying-to-appeal-to-with-the-fair-and-square-brand-repositioning-why-does-johnson-want-to-attract-the-new-target-cu/.


Bibliography


Academic.Tips. "Describe the type of customer J.C. Penny’s CEO Johnson is trying to appeal to with the “Fair and Square” brand repositioning. Why does Johnson want to attract the new target customer? Also, compare and contrast between existing core customers and new target customer for JC Penny." August 5, 2021. https://academic.tips/question/describe-the-type-of-customer-j-c-pennys-ceo-johnson-is-trying-to-appeal-to-with-the-fair-and-square-brand-repositioning-why-does-johnson-want-to-attract-the-new-target-cu/.

Work Cited

"Describe the type of customer J.C. Penny’s CEO Johnson is trying to appeal to with the “Fair and Square” brand repositioning. Why does Johnson want to attract the new target customer? Also, compare and contrast between existing core customers and new target customer for JC Penny." Academic.Tips, 5 Aug. 2021, academic.tips/question/describe-the-type-of-customer-j-c-pennys-ceo-johnson-is-trying-to-appeal-to-with-the-fair-and-square-brand-repositioning-why-does-johnson-want-to-attract-the-new-target-cu/.

Copy