Designed to Accelerate Growth by Forming Deeper,
Emotionally-Driven Relationships with Customers
First Overarching Brand Positioning in Company's 105-Year History
PLANO, Texas--(BUSINESS WIRE)--Feb. 13, 2007--J. C. Penney
Company, Inc. (NYSE:JCP) today announced the launch of its new brand
positioning, "Every Day Matters," which will serve as the foundation
for accelerating growth across the Company by enabling JCPenney to
have a deeper, more emotional and enduring relationship with current
and new customers.
"Every Day Matters" marks a fundamental change in how JCPenney
defines its relationship with its customers. For the first time in the
retailer's 105-year history, JCPenney has created an overarching brand
positioning that will be inherent to every customer touch point,
including inspiring lifestyle merchandise; enhanced customer service
across all shopping channels; an integrated marketing campaign,
featuring print, broadcast and online components; an updated store
environment with new graphics and signage; and training for every one
of the Company's 151,000 Associates in executing these initiatives.
Additionally, the new brand positioning will support and help drive
JCPenney's new 2007-2011 Long-Range Plan, which will be unveiled at
the Company's analyst meeting in April.
"The past few years have been increasingly successful for JCPenney
and we are once again one of the top retailers in the country. Now is
the ideal time to build on what we have achieved and accelerate our
growth," said Myron E. (Mike) Ullman, III, chairman and chief
executive officer of JCPenney. "To do this, we are capitalizing on our
greatest strength and competitive advantage: the spirit and talent of
our 151,000 Associates. Through their daily actions, our Associates
will bring 'Every Day Matters' to life by assisting customers in
celebrating and appreciating the every day moments in their lives."
JCPenney discovered through its extensive customer research that
customers are not just shopping -- they are seeking inspiration in the
midst of their hectic daily lives. It's not just about the store, the
products and the prices, but rather customers are looking for a
trusted partner that will give them inspiration to create a better
life for themselves and their families and will understand that life
is not just about milestones -- it's about the little moments too.
Mr. Ullman continued, "Our customers want the moments in their
lives to be more exciting and more meaningful. To address this, our
mission will be to make JCPenney a source of encouragement and
inspiration, offering style and quality at a smart price. We'll show
our customers that what matters to them, matters to us."
"Every Day Matters" Integrated Marketing Campaign:
Launching Sunday, Feb. 25, to the 41 million viewers of the
Academy Awards, JCPenney's integrated marketing campaign will
introduce consumers to the Company's new brand positioning. Much more
than just an advertising campaign, the "Every Day Matters"' ads
premiering at the Academy Awards, of which JCPenney is the exclusive
retail sponsor, will serve as the launch pad for a fundamental and
comprehensive positioning of JCPenney's brand.
Leading the ads during the Academy Awards will be "Calendar," a 60
second anthem spot, which will kick off the Company's new brand
positioning. Additionally, among many other JCPenney ads shown during
the Academy Awards, will be the premiere of Ambrielle - the Company's
new lingerie brand hitting stores this month.
"Our new campaign will show that we are not just looking to sell
merchandise, we are looking to sell an experience," said Mike Boylson,
chief marketing officer for JCPenney. "By focusing on life's little
moments, we are able to show our customers how we can enhance their
every day lives, helping them make each day richer and more
Following the Academy Awards, viewers can expect to see the ads
air over the next few weeks, reaching 89 percent of all women age 18
to 54 over 12 times. Translated to "Cada Dia Cuenta," the ads will
also air Feb. 22 on the country's leading Spanish-language television
network, Univision, during JCPenney's exclusive retail sponsorship of
Premio lo Nuestro a la Musica Latina, the longest-running and most
popular award show for the U.S. Hispanic audience, and will include a
30 second ad created exclusively for JCPenney's Hispanic customer.
There will also be print ads appearing in key consumer magazines
starting in March and modifications to the Company's e-commerce site,
www.jcp.com, and external corporate site, www.jcpenney.net, to reflect
the "Every Day Matters" positioning.
JCPenney developed its integrated marketing campaign with its new
advertising agency-of-record, Saatchi & Saatchi.
J. C. Penney Corporation, Inc., the wholly owned operating
subsidiary of J. C. Penney Company, Inc., is one of America's largest
department store, catalog, and e-commerce retailers, employing
approximately 151,000 associates. As of Feb. 3, 2007, J. C. Penney
Corporation, Inc. operated 1,033 JCPenney department stores throughout
the United States and Puerto Rico. JCPenney is the nation's largest
catalog merchant of general merchandise, and jcp.com is one of the
largest apparel and home furnishings sites on the Internet. JCPenney
refers to the Internet/catalog business as Direct.
This release may contain forward-looking statements within the
meaning of the Private Securities Litigation Reform Act of 1995. Such
forward-looking statements, which reflect the Company's current views
of future events and financial performance, involve known and unknown
risks and uncertainties that may cause the Company's actual results to
be materially different from planned or expected results. Those risks
and uncertainties include, but are not limited to, competition,
consumer demand, seasonality, economic conditions, including the price
and availability of oil and natural gas, changes in interest rates,
changes in management, retail industry consolidations, government
activity, and acts of terrorism or war. Please refer to the Company's
most recent Form 10-K and subsequent filings for a further discussion
of risks and uncertainties. Investors should take such risks into
account when making investment decisions. We do not undertake to
update these forward-looking statements as of any future date. In
addition, non-GAAP terms referenced are defined and presented in the
Company's most recent annual report on Form 10-K.
J. C. Penney Company, Inc.