1. Century Furniture
Julie Hanson
Vanna McCarthy
Debbie Slavin
Kirstin Zuckman

2. HISTORY
• Manufacturer of upholstered and wooden furniture
• Began in 1947 in North Carolina
• Each piece customized to match customer’s specifications
• Uses premium pricing strategy
• Customers are price insensitive
• Pieces considered works of art to be enjoyed for generations

3. CURRENT PROMOTION
•Magazine ads in Architectural Digest and Traditional Homes
• “As You Wish”

4. MESSAGE STRATEGY
•Cocooning
• Current Home Decorating Trends
• Beach / cottage
• Lodge / cabin
• New Slogan
• “Who Says You Can’t Have a Little Vacation at Home?”

5. Current Target Market
•Upscale sophisticated female shoppers
with incomes of $200,000 +
•Quality, service, and showroom homes
are important over price
•Readers of Architectural Digest and
Traditional Home

6. New Target Market
•Baby boomers, specifically women ages 45 to
60 with incomes between $60,000 and
$100,000+ and readers of Better Homes and
Gardens
•Sophisticated males ages 25 to 39 with a
desire for style and subscribers of GQ
magazine

7. Promotion Strategy
•Increase brand awareness using image ads in magazines and
commercials
•Increase website traffic with a free “Room make-over of the
Century” contest
•Change customer perception from taking a yearly vacation to
creating a vacation like environment in the comfort of their home
for everyday enjoyment

8. Positioning Map

9. Media
Strategy

10. Magazine
Ads

11. F W
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Who says you can’t have a
little vacation at home?
Register at centuryfurniture.com to win a "Room Makeover of the CENTURY

12. S
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Who says you can’t have a little g
vacation at home?
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Register at centuryfurniture.com to win a "Room Makeover of the CENTURY

13. Fa l l & W i n t e r
Who says you can’t have a
little vacation at home?
Register at centuryfurniture.com to win a "Room Makeover of the CENTURY

14. S
p
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i
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Who says you cant have a
little vacation at home? a
n
d
S
u
m
m
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Register at centuryfurniture.com to win a "Room Makeover of
the CENTURY"

15. Direct
Mail

16. Visit our our website:
Visit website:
CenturyFurniture.c
CenturyFurniture.com
om
And REGISTER to WIN a FREE room make-over
Purchase any product that costs $2000 or more
at Century Furniture and receive a special offer
of no interest for 1-year !!!!!

17. Who says you can’t have a little vacation at home?
…Fulfill your summer desires at
Visit our website:
Visit our website:
CenturyFurniture.com
CenturyFurniture.com
And REGISTER to WIN a FREE room make-over
Purchase any product that costs $2000 or more at
Century Furniture and receive a special offer of no
interest for 1-year !!!!!

18. Who says you can’t have a little vacation at home?
Get warm and cozy with us…
Visit our website
CenturyFurniture.com
Furniture.com
and REGISTER TO WIN a FREE room make-over
Purchase any product that costs $2000 or
more at Century Furniture and receive a
special offer of no interest for 1-year !!!!!