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(Business Insider)   JC Penney hopes to restore its image by hiring the marketing genius behind New Coke   (businessinsider.com) divider line 30
    More: Fail, J.C. Penney, New Coke, The Coca-Cola Company, earnings call, staining  
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822 clicks; posted to Business » on 01 Mar 2013 at 12:55 AM (1 year ago)   |  Favorite    |   share:  Share on Twitter share via Email Share on Facebook   more»



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2013-02-28 08:33:59 PM
Not sure why this is labeled 'FAIL', New Coke turned out to be debateably one of the best marketing moves ever. Golden Palace Casino is a close second place FWIW.
 
2013-02-28 11:59:15 PM
So they'll start advertising sales at Sears?
 
2013-03-01 12:04:15 AM
I worked for Penny's once.

They're evil.
EEEEEEVIL I tell you.
 
2013-03-01 12:22:24 AM
i.imgur.com
 
2013-03-01 12:47:43 AM
Bring it on, idjits.

Sincerely,

A shareholder in Gap
 
2013-03-01 01:15:07 AM
and while you are repairing your image, take a few seconds and remind me what financial or convenience should make me want to buy anything from JC Pennys, because that's the part I can't figure out.
 
2013-03-01 01:57:46 AM
To be fair, it wasn't the marketing that caused the fall of New Coke, it was the taste.
 
2013-03-01 02:15:27 AM

log_jammin: and while you are repairing your image, take a few seconds and remind me what financial or convenience should make me want to buy anything from JC Pennys, because that's the part I can't figure out.


gndn.files.wordpress.com

There's a sale?

/Can't even make that joke anymore since they're moving into the realm of "no sales, just low prices"
 
2013-03-01 06:34:03 AM
I guess the next step would be to hire Sears' customer service gurus.
 
2013-03-01 07:37:18 AM
A couple years ago they got rid of a lot of the cash registers in the individual departments and made you shlep your stuff all the way across the floor to "customer service areas" in the middle of the stores. Now I just went back a couple weeks ago and they got rid of a lot of the customer service areas. Now there's just like two places to pay on each floor. Needless to say the lines were long since every customer on the floor has to go to one or two register areas. Customer service fail.

Oh, then they had people with thin metal carts who looked like they were working on pricing merchandise, but they were actually cashiers without cash registers. No sign by them or anything identifying them as cashiers, but you are just supposed to know they are cashiers. But don't go to them with cash or a check because they have no cash registers. They just had handheld things to run your credit cards thru like the staff that walk the floor in Apple stores.
 
2013-03-01 08:05:08 AM
I think the store redesign was by someone whose previous work was solely funhouses.
 
2013-03-01 08:22:01 AM
I never go into the stores. But as long as they keep selling reasonably priced big-and-tall mens' dress clothes I'll keep hitting their website. I'd be pretty annoyed if that went away because I don't know where to get inexpensive shirts in my size otherwise.
 
2013-03-01 09:01:38 AM
Fun fact he was also the marketing brain behind the soft drink that killed Mountain Dew, Surge.
 
2013-03-01 10:11:27 AM
I liked New Coke
 
2013-03-01 10:24:09 AM
They will fail.
Why??

Because they are still using the same store marketing and ads since I worked there 25 years ago.
 
2013-03-01 10:38:41 AM

Mateorocks: I liked New Coke


So, you were the one.
 
2013-03-01 11:21:43 AM

Walker: A couple years ago they got rid of a lot of the cash registers in the individual departments and made you shlep your stuff all the way across the floor to "customer service areas" in the middle of the stores. Now I just went back a couple weeks ago and they got rid of a lot of the customer service areas. Now there's just like two places to pay on each floor. Needless to say the lines were long since every customer on the floor has to go to one or two register areas. Customer service fail.

Oh, then they had people with thin metal carts who looked like they were working on pricing merchandise, but they were actually cashiers without cash registers. No sign by them or anything identifying them as cashiers, but you are just supposed to know they are cashiers. But don't go to them with cash or a check because they have no cash registers. They just had handheld things to run your credit cards thru like the staff that walk the floor in Apple stores.


I'm pretty sure that the CEO used to work at Apple.
 
2013-03-01 11:25:07 AM
I don't know a single person under the age of 50 that shops at JC Penney.
 
2013-03-01 12:22:32 PM

keepitcherry: I don't know a single person under the age of 50 that shops at JC Penney.


I do

/38 also shop at Belk, being a parent means you shop where your parents shop, and kids grow so fast don't expect them to wear an item for more than 60 days.
 
2013-03-01 12:24:44 PM

keepitcherry: I don't know a single person under the age of 50 that shops at JC Penney.


I'm 46 and shop there. They have good brands, the same brands you find at other department stores, but they keep f*cking up (getting rid of sales, registers, customer service, etc.)
 
2013-03-01 12:35:09 PM

pdieten: I never go into the stores. But as long as they keep selling reasonably priced big-and-tall mens' dress clothes I'll keep hitting their website. I'd be pretty annoyed if that went away because I don't know where to get inexpensive shirts in my size otherwise.


Yep.  I'm 6'3" and Penney is the only place I can buy clothes without paying a bazillion dollars at some specialty shop.
 
2013-03-01 01:54:05 PM

keepitcherry: I don't know a single person under the age of 50 that shops at JC Penney.


I shop there for the kids.  Until they get big enough to shop at the western wear store, JC Penny is the only place that has stuff for the boys.  The girly kinds go to Vanity or DEB or half a dozen other wallet bleeding places
 
2013-03-01 03:54:38 PM

NotARocketScientist: To be fair, it wasn't the marketing that caused the fall of New Coke, it was the taste.


I think the new stuff may have just been a dodge.

What i saw back then was an article in the paper that a soda company had applied at the patent or trademark office with a new formula for a patented soft drink. The patent office said you can't change the formula without changing the name. What they wanted to do was use corn syrup instead of sugar.

Several months past.

Then out of the blue came the New soda. It wasn't so hot but was around long enough to clear the shelves of the old stuff. Then they pretended to give in and go back to the original soda. If they would have done that it would have had the old name. Instead they called it classic soda. I don't think there was anything classic about it. It did have a new name though. I'm pretty sure it ended up with corn syrup in it.

The real stuff is still made in Mexico and other places with the old name.
 
2013-03-01 03:59:53 PM

keepitcherry: I don't know a single person under the age of 50 that shops at JC Penney.


They used to have a thing called a catalog. Sears and some other places also put them out. They were like the Internet before the tubes.

Pretty much our only entertainment.
 
2013-03-01 04:25:40 PM

StokeyBob: What i saw back then was an article in the paper that a soda company had applied at the patent or trademark office with a new formula for a patented soft drink. The patent office said you can't change the formula without changing the name. What they wanted to do was use corn syrup instead of sugar.


This reeks of an urban legend. Surely Coca-Cola would not want to patent their formula because that would A) make it public and B) give them only a limited time exclusive right to said formula. It's not patented but kept as a strict secret. Also,  http://www.snopes.com/cokelore/newcoke.asp
 
2013-03-01 06:45:35 PM
I use to shop their website frequently, but have found that their customer service has just gone way too far downhill. Plus they used to have a department where the catalog/online stuff was and you would just go to the counter and get it. Now you have to go to a regular counter, they have to walkie someone, who is usually also with a guest (very understaffed). So you wind up waiting forever to get your catalog order, I don't know if it is a cost cutting measure or if they are hoping you'll look around when you get your online order, maybe it's to dissuade you from picking up the merchandise at the store and paying to have it shipped to your home? All I know is I just wait for the sales at Macy's now.
 
2013-03-01 07:57:40 PM

Smeggy Smurf: The girly kinds go to Vanity or DEB or half a dozen other wallet bleeding places


Justice for Girls, my wallet screams in pain when well meaning relatives give my daughter a gift card to that place, multiply the amount of the gift card by 3 and that is what you will spend.
 
2013-03-01 10:38:36 PM

StokeyBob: NotARocketScientist: To be fair, it wasn't the marketing that caused the fall of New Coke, it was the taste.

I think the new stuff may have just been a dodge.

What i saw back then was an article in the paper that a soda company had applied at the patent or trademark office with a new formula for a patented soft drink. The patent office said you can't change the formula without changing the name. What they wanted to do was use corn syrup instead of sugar.

Several months past.

Then out of the blue came the New soda. It wasn't so hot but was around long enough to clear the shelves of the old stuff. Then they pretended to give in and go back to the original soda. If they would have done that it would have had the old name. Instead they called it classic soda. I don't think there was anything classic about it. It did have a new name though. I'm pretty sure it ended up with corn syrup in it.

The real stuff is still made in Mexico and other places with the old name.


That's been posed as a theory before, which is probably where you originally read it, but it's not true.  Someone already posted the snopes article so I won't bother posting it again, but basically Coke started integrating corn syrup in the U.S. in 1980, and by the time they introduced New Coke in 1985 they had completely switched to corn syrup instead of real sugar.

In reality they had been steadily losing market share to Pepsi for years and wanted to stem the tide.  The official reasoning for getting rid of the original Coke was that they would be splitting their own market share between the original and the new coke, thus allowing Pepsi to officially claim the #1 spot - which was rather important for advertising purposes.  Of course, the switch was a disaster and within months they announced the return of the original formula.  Pepsi did grab the lead in sales for a brief period, but after the return of the original formula its popularity kept increasing and Coke quickly reclaimed the lead and never looked back.  Now there is a theory that this is what Coke had really intended from the beginning, and if that's true then the person behind it truly was a marketing genius.

But you're right, everywhere else in the world Coke is still made with real sugar.  One of the benefits of living in a city with a significant number of Mexican immigrants is that pretty much all of the grocery stores have a Mexican food isle now, and in those isles you can find bottles of Coke imported from Mexico - glass bottles.  It doesn't get much better than drinking a coke made with real sugar out of a glass bottle.
 
2013-03-02 12:52:19 AM

keepitcherry: I don't know a single person under the age of 50 that shops at JC Penney.


I do, one area they do well is petite clothes.  While they have do have a lot of grandma looking petite clothes, they do have a decent petite business casual line for an affordable price.  Not to mention fitness clothes for petites, regular shirts I'm fine but it's nice getting yoga/running pants that actually fit in the length.  I'm one of the few women that likes the new pricing structure.  Fark coupons, let me know what the lowest possible price is up front.  Everyone is right about the lack of registers, I usually try to shop during weekday nights due to the line nightmare during the weekends.

FYI for any other short farkettes, JC Penney puts petite clothes on clearance faster than their regular sized clothes. I find a lot of nice quality (well no worse than any other chain department store) clothes for between 5 to 20 dollars.
 
2013-03-03 06:16:36 AM
They'd do better by hiring the marketing genius behind Harley Davidson. Anyone who can shift those historic bits of junk has real talent.
 
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