Conditions of sale Territorial rights 4. By 2009, with sales slumping, Gap decid

Question

Conditions of sale Territorial rights 4. By 2009, with sales slumping, Gap decided to celebrate the 40th anniversary of the opening of its first Gap store by introducing the "Born to Fit" 1969 Premium Jeans line. For its launch, Gap moved away from its typical media-intensive ad campaign, as exemplified by its popular 1998 "Khakis Swing" holiday ads. The campaign featured newer communications elements like Facebook page, video clips,a realistic online fashion show on a virtual catwalk, and a Style Mixer iPhone app.' The app enabled users to mix and match clothes and organize outfits, get feedback from Facebook friends, and receive discounts when near a Gap store. Simultaneous in-store acoustic shows across 700 locations and temporary pop-up denim stores in major urban locations added to the buzz. Relate the marketing mix of Gap "Born to Fit" with the a variety of Marketing Communication 1. Advertising 2. Sales promotion 3. Trade promotion 4. Direct marketing 5. Public relations 6. Publicity 7. Guerrilla marketing

Explanation / Answer

                                GAP: BORN 2 FIT CAMPAIGN AND ITS MARKETING MIX

The GAP launched a great campaign called “Born to Fit”, promoting their Premium Jeans collection 1969 in celebration of 40 years of brand. The period for the analysis of the case would be around 2009. Since this was when the campaign was launched. This was launched by also keeping in mind the success of one of their previous campaigns called “Khakis Swing” in 1998.

The GAP, also called as the GAP Inc. is an American based worldwide clothing and accessories retailer. It was founded in 1969 by Donald Fisher and Doris Fisher. With its five divisions, Gap, Banana Republic, Old Navy, Intermix, Weddington way and Athleta, Gap Inc., is the largest speciality retailer store in the US and is 3rd in total international locations behind Inditex and H&M.

The marketing mix of any problem can be stated as 4Ps that contribute the maximum to the success of a product. They are Price, Promotion, Product and Place. These 4 Ps are the critical factors that define the success of a product when combined with proper execution of the marketing communication such as Advertising, Sales Promotion, Trade Promotion, Direct marketing, Public Relations, Publicity and guerrilla marketing.

One of the facts that the case ignores is that it draws a comparison between its 1998’s successful campaign and it’s about to-be launched campaign Born to Fit. It states that the Gap moved away from its typical media-intensive ad campaign to different channels of communication such as FB Page, Video Clips, realistic online fashion show on a virtual cat walk and a style mixer app. These are some of the various channels of marketing communication present in terms of technological advancements happening during 2009, as compared to just the media-intensive campaign in 1998.

Since it has been almost 10 years from the previous Khakis swing campaign, the technological advancements and the changes in Demographic and economic trends among the consumers play a vital role in determining the success of the campaign.

For example, the targeted audience in the 1998 campaign could have been not tech-savvy and due to the absence of social media during those days, the Gap might have invested a lot in print media and tv advertising whereas the targeted audience in the 2009 campaign could tech savvy and due to the extensive focus on the social networking media. The manufacturers would focus more on the digital media and social media catering to the needs of young generation consumers.

The new means of communication such as direct marketing cannot be helpful in the new campaign since it involves the reduced rate of profit margins among the retailer stores and distributor stores. Thus, creating a rift between the prices of retailers and direct marketing sources.

The sales promotion techniques being used in the new campaign such as temporary pop-up stores would be beneficial to the campaign thus increasing the ROI. Investing in digital media and social networking channels relates to the guerrilla marketing where the costs involved are lesser and the awareness that the brand gets among the consumers is very high.

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