Marketing Mix: Product and Branding Strategies

Marketing Mix: Product and Branding Strategies Research Paper example
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Running Head: Marketing Mix Marketing Mix [Writer’s Name] [Institute’s Name] Marketing Mix JcPenney (2011) is a large retail store, which sells a large variety of products manufactured by renowned companies in the category of clothing, shoes, accessories, home appliances, cosmetics, and many others.


JcPenney houses its own power brands, exclusive brands, and national brands that it sells to its wide array of more than half of American households each year and is one of the best known and most widely dispersed retail department stores in the USA (JcPenney, 2011). While JcPenney offers a wide array of products, a brand that it offers to customers and is one of JcPenney power brands in its clothing range is Wrangler jeans. As the product manager of Wrangler Jeans, it is important to note how these jeans are branded and compared with their competitors, which may be Gap or the ever popular brand of Levi’s jeans (JcPenney, 2011).Wrangler jeans is a renowned company, which has been in the market for over half a century, nearly around the 1940’s, and has been serving the clothing needs of its customers with shirts, jeans, pants, and jackets to suit the styles of its various customers. Wrangler was originally designed to suit people who rode in rodeos and hence, has adopted the western style since its inception (Aaker, 1997). While jeans are considered more or less alike, Wrangler jeans are different from its competitors in the sense that they have a more rugged style and are designed for a tougher and more “worn” look than the styles that are offered by Levis and Gap. ...
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