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Strategic Marketing Recommendation for GAP Inc.
Transcript of Strategic Marketing Recommendation for GAP Inc.
Design of its Products
Back to Quality Basics
New Approach of Advertising
Mobile Applications and Social Media
Role Model in Advertising
Asia, Latin America
I created GAP with a simple idea: to make it easier to find a pair of jeans. --Don Fisher
Population Trend VS Lifelong Value
12days 90days 21days
Endnotes: Tiplady,R (2006). ZARA: Taking the lead in fast-fashion. Business Week Online,3, Retrived from Business Source Premier Database
H&M Company (2008). H&M in Words and Pictures,2008
Better Customer Servive
Millennials demand transparency
Awareness of ethical issues : brands may be boycotted
Focus on increased quality of product, and with that, fair wages for manufacturers
Corporate Social Responsibility
STRATEGIC MARKETING RECOMMENDATION
Fiona Campbell, Minjie Gao,
Yun-pei Lin, Yujia Ji
Interactivity of brand, especially
Improve GAP’s image
Charity affiliations, including making donations and holding special fundraising events.
Interactivity of Brand, especially In-store
Events held in-store to engage with customers e.g. fashion shows
Timeless basics, excellent quality
Position GAP away from old navy, H&M, Higher price for a higher-quality product
celebrity endorsements, charity affiliations, interactive loyalty app
Increased online presence, revamped stores.
Bloomberg (2011) Gap's Fall Campaign Changes Core Customer In Moment of Truth
Marketing Magazine (2013) Five Tips to Market Your Brand To Students
Reference: Gap Inc, Social and Environmental Responsibility Report 2011-2012