GAP Diana DiLoreto, Mariela Esculsa, Sydney Title, Lea Phillips, Eva Zhang, Dylan Goetz

Marketing Needs● California, 1969● Biggest specialty retailer in America.

Named Solution● “Simple basics”● “Style Adaptability”● Brand Cannibalization

Target Audience

Differentiation and Positioning

AdaptableConfident

Simple

All-American

Feel Good

JeansAccessible

Cool CasualWholesome

Classic

Project (RED)

Marketing Plans, Message Development, and BTL strategies

Be BrightMake Love

Marketing Plans, Message Development, and BTL strategies

● #BacktoBlue

Marketing Plans, Message Development, and BTL strategies

#SummerLoves

Marketing Plans, Message Development, and BTL strategies

Exclusively Styled | Tinder

Gap Kids 2014 Campaign

Dress Normal

Media Plans

Media Plans Cont.

Media Plans Cont.Boyfriend PantsSweater dance

Distribution Plans

Manufacturer Distribution Center Retailer

Distribution CenterManufacturer

Customer

CustomerFranchisor Franchisee

Manufacturer Distribution Center Customer

NORMAL DISTRIBUTION PLAN

FRANCHISOR DISTRIBUTION PLAN

ONLINE DISTRIBUTION

Brand Extensions

Customer Responsibility

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