TJ MAXX Brand Analysis

Shining Faces

KrystenMuldoon

AngelaTisone

JuliaLow

BritniDiamond

Agenda

LLV The Brand & the Category Competitive Analysis Methodologies Strategy/Positioning The Bright Idea Media Executions Concluding Remarks

Spotlight on LLV

Born from the Latin term Luceat Lux Vestra (LLV) or

“let your light shine,” LLV Worldwide is all about creating campaigns for our clients that let their brand essence shine through.

We cut through the clutter of today’s competitive consumer markets by producing great work that illuminates our brands above all others.

We are devoted to developing strategies that bring our brands to

life in new and innovative ways across various media channels.

We offer services in account, consumer research, integrated analytics, production, brand experience, digital, and public relations.

LLV’s Brand Light

LLV excels at uncovering a brand’s light and creating illuminating campaigns that build

brand relationships with the consumer across all media platforms.

Light Extension

Brand

Light

Gut Instinct

Unique Benefits

Competitive Framework

Industry Knowledge

Future-oriented goals

Consumer Insights

Clients That Shine

Trends Affecting the Category

(F)luxury: bringing luxury to the masses

Foreverism: long-lasting brand relationships

Trends Affecting the Category

Authenticity: A retreat back to quality and value; comfort in the familiar

More bang for your buck: Coupons, contests, added value

Trends Affecting the Category

Trust: Regression back to “lifetime brands,” accountability

Short & Sweet Talk: making your message clear and concise

900 stores nationwide

Sells brand-name family apparel Women’s footwear and activewear Home fashions Beauty Products Jewelry

Brand emphasized through No sales. Products are always discounted Buyers of TJ Maxx hunt for deals on clothing to supply consumers with ample savings Offer variety New social media developments such as facebook, and twitter

What’s in alerts

SWOT Analysis

S W

O T

- Sales associates not trained for one-on-one customer service- Do not advertise the brands they carry- Unorganized layout- Sub-par advertising- Seen as last season- Online presence lacks its brand light

- Negotiate deals all year long- Everything is always on sale- Significant buying power- Low overhead operation- Customer is at the focus- Tags are proof of a discount- Popular brand names

- Capitalize on the boutique-like atmospshere- Create top-of-mind recognition in category- Emphasize quality, style, price

- Drive to online shopping- Department stores (i.e. Target) seen as a “one-stop shop”

The Brand & The Category

Business Challenge: To become the leader in the discount

fashion retailer industry.

Communication Objectives: To motivate current non-shoppers to visit

T.J Maxx for a trendy and affordable selection of fall clothing and accessories.

Current Position in the Market

High Price

Low Price

Basic Trendy

Positioning

High Price

Basic Trendy

Low Price

Positioning

High Price

Basic Trendy

Low Price

Positioning

High Price

Basic Trendy

Low Price

Positioning

High Price

Basic Trendy

Low Price

Methodologies

Survey: 59 respondents

Focus Groups: 3 Thought bubble exercise

In-depth Interviews: 9

In-store observation

Methodologies: Quantitative Results

46% of female shoppers between the ages of 17 and 22 shop 2-3 times per month. Only 7% are shopping at TJ Maxx.

How often do you shop? How often do you shop at

TJ Maxx?

Methodologies: Quantitative Results

What type of store layout do you prefer when shopping?

The majority of shoppers prefer to shop by clothing type followed by brand name. TJMAXX is currently organized by type and size.

Methodologies: Focus Group

Methodologies: Thought Bubble Exercise

Methodologies: Thought Bubble Exercise

Sam: “Oh no, not TJMaxx, that’s gross…” Alice: “Sure…” Angelica: “Yeah, let’s stop in!” Steve: “Let’s not.” Nicole: “Ehhhh, I don’t want to get a staff infection

touching those clothes.”

In-Store Observations

Adjectives Associated with the Brand

Ways TJ Maxx Can Improve

Fashion-forward

thrifty

Bargain-hunters

Self aware

Women 17-22

urban

Like to share

Wallet-conscious

Trend-followersSocial butterflies

fashionable

TARGET AUDIENCE

College students

Beliefs of TJ Maxx

Current Belief:TJ Maxx is disorganized, cheap, and impersonal.

Desired Belief:TJ Maxx’s affordable, designer trends and personalized shopping experience helps you uncover your signature style.

Desired Behavior:Bring in new customers, females age 17-22, to the store and retain current TJ Maxx customers.

TJ Maxx’s Inner Light

TJ Maxx is more like a boutique than a large department store

More urban – less “suburban mom destination”

Affordable pricing – customers can see what the original price was TJ Maxx price is visual proof of a deal

Do not own “distinct designer lines” rather TJ Maxx carries designer items that can be found at BIG, designer stores and well-known department stores Nothing is “scaled-down” designer fashion, it is

authentic

Positioning Statement

To college females ages 17-22, TJ Maxx is the bargain boutique

that offers the discount prices of a department store with the

exclusive styles and customer service of a boutique.

Uncovering the Brand Light

Rational Proof: Recognizable brand names Discounted tags and big reductions at

check out Current trends in apparel, shoes, and

accessories

Emotional Resonance: The excitement and pleasure of

bargain hunting Self-discovery through fashion

The Bright Idea

TJ Maxx offers trendy designer pieces in apparel, shoes, and accessories that allow you to mix and match in order to create personal, signature styles.

TJ Maxx’s affordable looks allow for great style at a variety of occasions.

TJ Maxx’s customized shopping experience will engage target audience.

Mixx & Maxx

Tagline: “Mixx and Maxx it”

Media

Television Radio Print Brand Experience OOH Mobile Online

Website Social Media

Radio (:30)

Two girls talking about their rough day Mention they just want to relax and let off some steam

“Let’s Head to the Bar!” Sound of walk up to female bartender

“Hey girls, how are you today? What can I get for you?” Girl 1 in fast-paced tone: “I’ll have one pair skinny jeans- not too skinny but make my curves show, a party top- ruffle front, heeled booties- the higher the better…” Bartender: “Would you like accessories on that?” Girl 1: “Sure, surprise me!” Girl 2: “I’ll have the same thing, but make my party top with a splash of color – easy on the ruffles.” Bartender: “Coming right up!” End VO: Come to the Maxxinista Bar at your local TJ Maxx store, where our style experts will help you to Mixx and Maxx your favorite brands to create your signature style.”

Television (:30)

Print

Concept: Same LBD, different styles

Outdoor

Social Media: Facebook

-incorporate the paperdolls and virtual dressing room theme on Facebook; users can showcase how they found their signature looks

Social Media: Twitter

Media Extension: Website Redesign

Virtual Dressing Room

MEET YOUR STYLIST

Schedule a Stylist

Media Extension: iPhone App

Virtual Dressing room: Use your avatar to try on the season’s latest trends.

Media Extension: Maxxinista Bar

Mixx and Maxx style consultations-complementary service includes makeup application, expert advice in finding the latest trends at low prices

Media Extension: In-Store Layout

-brand mini-stores and run by stylists-reflects shopping mall organization and customer service

Media Extension: Dressing Room Makeover

•Creative spaces where woman can socialize, listen to music, watch television.

•Shopping becomes a form of entertainment.

•Furniture is on wheels so you can mixx and maxx your shopping experience.

Media Extension: Reversible Shopping Bags

Mixx and Maxx these reversible, reusable bags with any outfit.

Media Extension: College Takeover

•Maxxinista Bar set up across college campuses during September orientation and Fall campus events.

•Stylists will offer free style consultations and Mixx and Maxx makeovers.

•Enter to win the Mixx and Maxx $1000 Makeover Competition

Media Extension: DJ Mixx & Maxx Event

Special event at TJ Maxx where a DJ comes in for the release of new fall clothing. The boutique turns into more of an edgy, dance-club type atmosphere DJ plays modern songs and in between announces new brands and styles that have been released. Brands that are predicted to be the most successful are on a POP display right in front of him as he announces

Media Extension: Celebrity Partnerships

Marketing Calendar

Budget

Agency Fee: 10% - $1.5 million Production Costs: 20% - $3 million Advertising Mediums: 11.5 (Percentage

based out of 100%) TV: 50% Radio: 15% Print: 20% Brand Experience: 15%

Budget: Estimated Store Reconstructive Costs

Estimated Costs for TJ Maxx to execute campaign plans. TJ Maxx has 900 stores nation wide - How much it would cost to implement ideas through out the 900 stores.

Maxxinista Bar: $4,000 per store to build = $360,000 Includes 6 ft counter + appropriate signage.

Dressing Room Lounge: 150 square ft - $35 per square foot =$4,725,000

Cost per square foot includes wall treatment, floor treatment, decorations, furniture, lighting, Flat Screen TV’s

In Store Lay out: $600 per store for signage = $600,000.

Reversible Bags: 1 months supply - cost $1 per bag. Lay out $108,000

Sell bags for $4.99 - eventual profit.

Website: $20,000

Celebrity Affiliation: $250,000 to $1million.

Total: $6,813,000

Concluding Remarks

- Although TJ Maxx has some flaws, it has notable good qualities and our aim is to bring out the brand’s inner light through the Mixx & Maxx Campaign.

- Emphasis includes- Reach target across all media channels- Redo store layout- Increase brand experience

Questions?