JCPenney hopes Kraft Foods exec can revitalize brand

JCPenney brings on new marketing muscle

JCPenney has announced they have brought on on Kraft Foods executive Debra Berman as Senior Vice President of Marketing in an effort to revitalize their brand after its public meltdown of sorts.

After bringing on former Apple exec, Ron Johnson, as CEO of JCPenney, the brand lost sales and customers as their leader attempted to modernize the brand and experiment with tradition by doing away with coupons, remodeling the stores to include more free standing shops, and new pricing plans to simply offer shoppers the best deal at all times, even showing competitors’ prices.

When Johnson’s experiments failed reach their existing demographic or attract new shoppers, the coupon clippers revolted and shopped elsewhere, ultimately resulting in the retailer firing the exec.

What’s next for JCP?

Adding Berman not only as the Senior VP of Marketing but adding her to the board of directors could indicate the brand is back on track in a direction with their customers, as she was the VP of Marketing Strategy at Kraft and directed their successful global brand strategy.

Michael Francis formerly filled this marketing position after being hired in October 2011 by Johnson, leaving after only eight months, shedding his obligation to market Johnson’s experimental marketing plan. When Francis left, Johnson filled the position himself, assuming all responsibilities until he was canned in April of this year.

JCPenney is still looking at a long road ahead, after their revenue dropped 25 percent for the fiscal year ending in February. Analysts suspect the brand may continue to report losses as the second quarter results are released this month. Will Berman be able to transform the brand? Not alone, but it is a step many say is in the right direction.