Imagine you have been hired as a consultant to the VP of marketing for Old Navy, a subsidiary of Gap Inc. The VP wants to get an objective opinion from someone outside the company who is familiar with current marketing basics.
Your job is to write a short memo of 750-1500 words critically analyzing Old Navy's promotion strategy. In particular, note that the company has decided to use online video instead of television. Make sure to address the following issues:
- Evaluate the choice of young adult males as a target for an Old Navy promotion.
- In choosing mobile media for this campaign, what assumptions were made about the viewing habits of this target? Do you believe these assumptions are valid? What would you recommend regarding this choice?
- What do you think of the creative strategy chosen for this campaign? With the increasing popularity of social media, what would you recommend to Old Navy regarding its online promotion strategy? Explain why.
Do not spend a lot of time digging in the company's website and do not just rehash what the company did; instead, introduce a critical perspective. Focus on the Case and Background reading as well as relevant background reading from Modules 1 and 2. There are no right answers; after all, you do not have inside information. You will be evaluated on your understanding of the background materials and your logic and reasoning. In particular, show your understanding of the way a change in target market affects the company's promotion strategy. Also, give some thought as to how this campaign meshes with other elements of Old Navy's marketing program, for example, merchandising (product management), store environment, and pricing, and where this all fits in GAP's brand portfolio.