1. TJ MAXX Brand Analysis

2. Shining Faces Krysten Muldoon Angela Tisone Julia Low Britni Diamond

5. LLV’s Brand Light LLV excels at uncovering a brand’s light and creating illuminating campaigns that build brand relationships with the consumer across all media platforms.

6. Light Extension Gut Instinct Unique Benefits Competitive Framework Industry Knowledge Future-oriented goals Consumer Insights Brand Light

7. Clients That Shine

8. Trends Affecting the Category (F)luxury: bringing luxury to the masses Foreverism: long-lasting brand relationships

9. Trends Affecting the Category Authenticity: A retreat back to quality and value; comfort in the familiar More bang for your buck: Coupons, contests, added value

10. Trends Affecting the Category Trust: Regression back to “lifetime brands,” accountability Short & Sweet Talk: making your message clear and concise

14. Current Position in the Market High Price Low Price Basic Trendy

15. Positioning High Price Basic Trendy Low Price

16. Positioning High Price Basic Trendy Low Price

17. Positioning High Price Basic Trendy Low Price

18. Positioning High Price Basic Trendy Low Price

20. Methodologies: Quantitative Results 46% of female shoppers between the ages of 17 and 22 shop 2-3 times per month. Only 7% are shopping at TJ Maxx. How often do you shop? How often do you shop at TJ Maxx?

21. Methodologies: Quantitative Results What type of store layout do you prefer when shopping? The majority of shoppers prefer to shop by clothing type followed by brand name. TJMAXX is currently organized by type and size.

22. Methodologies: Focus Group

23. Methodologies: Thought Bubble Exercise

25. In-Store Observations

26. Adjectives Associated with the Brand

27. Ways TJ Maxx Can Improve

28. Fashion-forward thrifty Bargain-hunters Self aware Women 17-22 urban Like to share Wallet-conscious Trend-followers Social butterflies fashionable TARGET AUDIENCE College students

31. Positioning Statement To college females ages 17-22, TJ Maxx is the bargain boutique that offers the discount prices of a department store with the exclusive styles and customer service of a boutique.

36. Television (:30)

38. Outdoor

39. Social Media: Facebook -incorporate the paperdolls and virtual dressing room theme on Facebook; users can showcase how they found their signature looks

40. Social Media: Twitter

41. Media Extension: Website Redesign Virtual Dressing Room MEET YOUR STYLIST Schedule a Stylist

42. Media Extension: iPhone App Virtual Dressing room: Use your avatar to try on the season’s latest trends.

43. Media Extension: Maxxinista Bar Mixx and Maxx style consultations -complementary service includes makeup application, expert advice in finding the latest trends at low prices

44. Media Extension: In-Store Layout -brand mini-stores and run by stylists -reflects shopping mall organization and customer service

46. Media Extension: Reversible Shopping Bags Mixx and Maxx these reversible, reusable bags with any outfit.

49. Media Extension: Celebrity Partnerships

50. Marketing Calendar

54. Questions?