Overview of the JC Penny caseIn my review of the JC Penny case, I focus on understanding the main reasons for the decline of the JC Penny brand as well as ways to stabilize and revive it. First, I argue that the primary causes of the brand's decline were caused by the actions of then CEO Ron Johnson who misunderstood the meaning of the JC Penny brand, causing the company to lose sight of its target market. From there, I suggest that the company bring back its popular private label brands, start listening to its customers, and embrace the growth of online retail. Ultimately, to ensure long-term success and stability, JC Penny must be repositioned as a modern brand that truly cares about meeting the needs of its customers by striving to inspire them in their daily lives. Management Actions, Brand Neglect, and Loss Key Drivers of the JC Penny Brand's Decline in the Target Market After being hired, then-CEO Ron Johnson introduced a pricing philosophy called "true pricing," which involved replacing Coupon sales with daily low prices. This eliminated the need to inflate prices that would later be discounted to sales. However, Johnson overestimated the rationality of consumers and forgot that coupons were communication tools that announced the start of the shopping season5. Their core customers depended on coupons and often waited for sales before making purchases. Coupons gave customers a psychological justification for getting good deals. In addition to alienating core customers by removing coupons and sales, it sought to transform JC Penny into a more modern shopping experience, complete with boutiques within the larger store, Wi-Fi, and a juice bar with smoothies and coffee3. National brands have replaced p...... half the paper......ly. The winning family will appear in a series of JC Penny ads sharing their story. There would also be a website where people can share what family means to them, discuss the unique issues their family faces, and receive helpful advice and support from others, all of which creates a sense of community. This portrays JC Penny as a company that looks beyond profits and truly cares about engaging and meeting the needs of its customers. Redefining the word “family” would help destigmatize JC Penny as known only for a familiar, discounted shopping experience. All of the marketing tactics discussed will be used as a way to gain customer feedback, gauge customer perception of the new brand image, increase in-store and online traffic, increase awareness of JC Penny, and hopefully position JC Penny for a long-term success.