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Strategic Marketing Recommendation for GAP Inc.

Direito e Indivíduo
by

Echo Gao

on 4 November 2013

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Transcript of Strategic Marketing Recommendation for GAP Inc.

Improve the Quality &
Design of its Products
The Commonalities
SHORT-TERM
STRATEGY
PRODUCT
IMPROVEMENT
ADVERTISING
BETTER
CUSTOMER
SERVICE
Back to Quality Basics
New Approach of Advertising
Mobile Applications and Social Media
Role Model in Advertising
INTRODUCTION
WHAT
Quality Basics
Fast Fashion
WHO
Baby Boomer
Millenials
WHY
Market Share
Customer
WHERE
North America
Asia, Latin America
WHEN
Peak:1980s-1990s
Now
KEY ISSUE
BRAND POSITIONING
HOW?
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
ClubCards
Better Customer Servive
Questionnaire

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
FOR
GAP Inc.

Fiona Campbell, Minjie Gao,
Yun-pei Lin, Yujia Ji

Long-term
Strategy
Corporate Social
Responsibility

Improve
GAP's
Image
Interactivity of brand, especially
in-store

Improve GAP’s image




Reputation
Charity affiliations, including making donations and holding special fundraising events.

Interactivity of Brand, especially In-store

Revamp Stores
Events held in-store to engage with customers e.g. fashion shows

Conclusion
Product
Timeless basics, excellent quality


Price
Position GAP away from old navy, H&M, Higher price for a higher-quality product

Promotion
celebrity endorsements, charity affiliations, interactive loyalty app

Place
Increased online presence, revamped stores.
?



Brand Recall

Brand Awareness

References:
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
Full transcript