Gap Case Study.

Essay by u77650 December 2005

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Background.

Gap, Inc. is a global company with fiscal revenues of $14.5 billion annually. Gap, Inc. controls the marketing interests of three major brands, and over 4,000 retail outlets internationally (Gap, Banana Republic, and Old Navy). Gap, Banana Republic and Old Navy are differentiated by their customer target, merchandise mix, and marketing approach, but share a common goal to deliver customers exceptional style, service, and value.

Objective.

Gap, Inc. is looking to implement a marketing campaign for particular apparel brands which generates a new "knowledge base" about Gap brand customers to increase product and brand loyalty.

Strategy.

The following strategic points are corollary to Gap, Inc.'s use of im(x) to launch an interactive marketing campaign to achieve the aforementioned objective.

The launch of an interactive marketing campaign which collects metric and demographic data from Gap, Inc. customers via FREE mini-DVD's creatively packaging to selected Gap, Inc. products.

Project strategy will be developed to learn as much information about Gap, Inc. customers as possible.

(e.g. clothing sizes, color preferences, shopping habits, fashion preferences, future product awareness, etc).

Disk development will strategically include brand partnerships with other non-textile or clothing related companies whose brand and products are beneficial and relatable to Gap, Inc. brands, products, and target customers (e.g. Starbucks, Volkswagen, Coca-Cola, etc).

im(x) mini-DVD's will function to transmit exclusive music, video, and interactive content to illicit customers usage.

im(x) DVDs will balance value added content, (e.g. on-line discounts, an interactive fall catalogue, video , music videos, behind the scene documentaries, etc.) with interactive content designed to draw customers to a data gathering web interface.

This campaign will focus on 16 to 28 year old Gap, Inc. customers whose technological skills are greater than customers outside this age range.

Customer data collection will be designed to be as unobtrusive as possible,