JCPenney 2008 Annual Report Download - page 6

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Please find page 6 of the 2008 JCPenney annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

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Accelerate
Enhanced overall
brand awareness
6
The JCPenney value proposition
JCPenney has long been a destination for Middle America,
serving more than half of the nation’s households each
year. Customers can trust JCPenney to offer merchandise
with exceptional style and quality at affordable prices.
Our marketing is designed to communicate this unique
value proposition, while reinforcing our philosophy that
Every Day Matters. Throughout the year, we used innovative
marketing tools to break through the messaging clutter and
attract new customers.
For the 2008 Back-to-School season, we showed teens
how to “Get That Look” and even offered a fun, online
game, “Dork Dodge,” to engage young adults with the new
JCPenney brand, Dorm Life. The “Joy of Giving” made
the holidays easier and more exciting by displaying our
gift selection, and this spring, we highlighted the stepped-
up style of our exclusive designer brands. To promote
The Jewelry Store Inside JCPenney, “Beware of the
Doghouse,” a viral marketing campaign, enabled women to
comically reprimand their loved ones for bad gift choices,
and suggest gift ideas from our jewelry selection. These
are just a few examples of how our marketing plays a
pivotal role in communicating the great value in shopping
at JCPenney, where “Style. Quality. Price.” always matter.