CSPUP Communications Review And Consistency Discussion

Review these two communication and assess their examples and argue or defend  their explanation. What recommendations would you make to ensure that  the selected advertisement maintains consistency with the target markets  and brand values identified for that corporation?
TJX Companies, Inc. represents an off-price retailer that offers an everchanging selection of brand name and designer fashions at valuable prices. TJX
buys products from all kinds of vendors who choose many different colors,
styles and fabrics so there are always great choices for their customers (TJ
Maxx, 2019). The strategy to never have the same selection twice creates a
‘treasure hunt’ shopping experience that the customers love. This allows the
company to offer the target market a desirable and rapidly changing selection
of high quality merchandise, at a great price.
The advertisement below demonstrates how TJX Companies, Inc. remains
consistent with their management strategies in offering real brands and real
savings to customers across many income levels and demographic groups. The
core customer are generally female, between 25-54 years old, and in the
middle to upper-middle income level (TJX, 2018). Unlike other retailers, TJX is
continuously seeking great quality and value from places all over the world to
meet the needs of their target market. In the advertisements below, TJX
advertises their everyday low prices and rewards credit card to allow
customers to save even more.
The advertisements exemplify that TJX shoppers do not need to jump through
hoops, spend countless hours searching for coupons, or having to rush to a
limited-time sale because they offer amazing value every day. Each time a
customer uses the rewards credit card in TJX stores, they will earn five percent
back in rewards. TJX strives to be smart shoppers in searching for the best
seasonal brands, just like their customers.
TJX continues to provide value to its target market, which correlates with the
company’s long-term consistent growth in earnings and its resiliency against
competitors.
SC Johnson for many years advertised with a tag line that stated “A Family Company” (Bednarski,
2018). In 2018 the company began to change their brand tag line and advertisements to reflect “A
Family Company at Work for a Better World” (Bednarski, 2018). The change to their brand evolved
to meet the demands of the consumers today. More consumers are taking note on how companies
are trying to do business while still making improvements to the effect they have on the
environment. In the advertisements the CEO is seen stating that because the company is a family
owned and operated company that is privately held the company can make the right decisions even
if that decision is not good for the company. (Bednarski, 2018) The CEO of SC Johnson stated “The
change we’ve made to our tagline reflects how we’re going above and beyond to give consumers
what they need to make the best choices for their families.” (Bednarski, 2018)
The new tag line and advertisements fit in line with the companies view of their brand value
as well as being consistent for their target market. SC Johnson has a variety of targets that they
market too such as woman/moms as well as cleaning professionals. Moms want products that will
be safe for their children however that still perform to remove germs and bacteria. Cleaning
professionals have also moved to products that clean well, but are also environmentally safe. SC
Johnson has put a lot of emphasis on transparency in regards to their products. (SC Johnson,
2019) The advertising campaigns reach the different target markets as well as provides confidence
that the products the company is selling are safe for everyone’s family as well as the
environment. The message from the CEO that the company can make the right decision on products
that they create even if it not a wise business decision puts confidence in the minds of the
consumers. The ingredients are listed on each product that the company sells and the company has
also communicated the potential of over 300 allergens that could be potentially be found in their
products. The company is taking the right approach with continually making their products safer as
well as being transparent in each of their products.