SAVVY SENIORS

FINAL PRESENTATION
JACK MURPHY • JACQUI MOREL • ADRIAN AVALOS
MEET THE TEAM
OUR PROJECT HEADS

Adrian Avalos Jacqueline Morel Jack Murphy

Senior Marketing Major Senior Marketing Major Senior Marketing Major
PRESENTATION OVERVIEW
Our Discussion Points

What's the Problem?

Goals & Objectives
Target Market Strategy
Product Strategy
Distribution Strategy
Promotions Strategy
WHAT IS THE PROBLEM?
we love Jockey, but...

poor perceived quality

seen as 'sensible', 'for old people'

SO HOW DO WE FIX THIS?

rebranding JKY
attract younger, hipper, consumers
PERCEPTUAL MAP
 1. Attract younger consumers ages 18-24 to
purchase Jockey products thus increasing
revenues by 20% by Q1 2020.

GOALS 2. Improve the perceived quality the perceived

trendiness of Jockey.

3. Create a unique voice for Jockey that younger

audiences will gravitate towards.
 1. Utilize Instagram influencers to attract new,
younger consumers to purchase Jockey.

OBJE CTIVE S 2. Improve sustainability of Jockey packaging to

create a brand image that younger audiences
will appreciate and gravitate towards.

3. Launch a social media campaign that

emphasizes the new look and feel of JKY to
increase the perceived trendiness of Jockey
products.
 WHAT IS JKY?
Minimalist

Bold Colors Accessible

Inclusive Trendy

Urban
Sustainable
Quality
 TARG ET MA R K ET S T RA TE G Y

Influenced by
Trends but May
18-24 year olds Urban Dwellers Eco-Conscious
Not Have High
Income
 QUALITY AND MATERIALS

100% Cotton Sustainable Packaging

High-Quality
JKY LOGO
C OL OR COD E
PACKAGI NG/D I ST RI B UT I ON
IN -STO RE RE TA IL E R S
DISTRI BUTION

1. New York
TRIAL 2. Los Angeles
CITIES:
3. Chicago

4. Houston

5. Philadelphia
 PR OM O T I ON S ST R AT EGY

Music festivals
Opportunity for feedback
Free products
Fun dressing room, social media

POP-UP
 RECOMMENDED PROMOTIONS:

1: $5 off $30 spent on any Jockey

products

2. Back to school sale: 10% off all

CARTWHEEL Jockey products

3. Buy two JKY packs of underwear

and receive a free 2-pack

4. Pick three pairs of JKY

underwear for $20
 Themes:
Family Oriented
Body Positivity
Childhood Stars
YouTube Success

INFLUENCERS
Influencers:
Legend Family
Lizzo
Dylan and Cole
Sprouse
Lilly Singh
Try Guys
 Requirements
Buy JKY 2-pack underwear
where you can find an access
code to be able to apply for
the scholarship
Student must be an incoming
SCHOLARSHIP freshmen
Must maintain between a 2.5-
3.0 GPA throughout the
semester
Must be a full-time student
Student has to illustrate a
letter of acceptance from the
college program
THE FUTURE OF JKY

Holiday Sheet
Line Sets
TH ANK Y OU FOR YOU R TI M E .
A NY Q UE STI ONS ?

If you have clarification questions or wish to get in contact

with the members of our team, feel free to email us

email addresses:
jmorel@luc.edu, jmurphy27@luc.edu,aavalos2@luc.edu