Chapter Seven Review & Application

7.2 Go to the Web site of JCPenny.com and Target, and compare the presentation of women’s fashions at the web sites. What are the major differences? Which site is more designer focused, and which is more brand focused? Which company’s approach do you think will appeal more to the ‘holy grail’ target market of 25-35 year old women?

Mind you, I’m a past iron worker. I found the JC Penny.com site to have more fashion orientation. They had a runway show plus an area to meet the designers. It had more - styles, sizes and features. On the opening page of the site, a lady appeared to have on clown makeup which I thought was strange.

The Target.com site was a bit relaxed. It had some designers on it that I hadn’t heard of. Target featured some “bargainistas and fashionistas”, which means some nice clothes for the right price. There was a fashion video that featured unbelievable prices. “Expect more pay less “was the motto at Target.

Between the two sites, who will hit the big market of 25-35 year olds? That is a good question. I’ve shopped at Target, and I see a lot of that demographic there. The JC Penny site had a wider selection that included a broad market segmentation. For example, there was an area where one could learn which clothing items fit appropriate body types. If it were a site to site comparison, JC Penny would have it. However, from my own eyes and the current economy, Target is the winner.

9.1 Choose a product category (pickup trucks) and identify at least three different brands and their respective positioning strategies. How is each position communicated to the target audience?


Among the big American truck makers, Ford, Chevrolet and Dodge, there are three different market strategies aimed at buyers. The blue oval, blue collar Ford F-150 was selling the work aspect with a Hollywood handyman actor. The F series went after a buyer who was looking for innovative features, capabilities, engineering, interior and safety.

Hey, does that thing have a hemi? Dodge has a new 1500 Ram that is aiming for those interested in discount. The high horsepower hemi upgrades are free this month. The motto at Dodge is: “All guts. All glory”. The Dodge.com site did feature an area that had the recent awards for the new Ram.

The bow tie beauty, Chevrolet’s recently redesigned Silverado, is aiming for a buyer looking for fuel economy and dependability. Chevy is touting new trucks that can run on the marginalized E-85 fuel. The low cost of ownership may appeal to past fuel shocked customers.