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Gap New Segmentation Integrated Marketing Plan
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Transcript of Gap New Segmentation Integrated Marketing Plan
Introduction
Repositioning
Advertising
&Promotion
Evaluation and
Improvement
Achieve Goals and Objectives
1. How to tell the customer Gap already expanded their product line to meet more customers’ needs.
2. How to promote and advertise Gap products to the wide age range of customer segmentation.
3. How to attract teenagers and young adults (Generation Y) to shop at Gap, and ultimately turn them into loyal customers.
4. How to bring those middle age adults (Baby Boomers, Generation X) back to Gap and become loyal customers again.
Background & Issues
1. Poor sales performance
2. Target segmentation/Positioning
- Failed to meet Generation Y’s needs and wants
- Blurred positioning: compete with Old Navy
Background & Issues
3. Poor sales performance Leadership
- The absence of a strong leadership
4.Marketing communication strategy
- How to reach their new target audience
- Promote Gap as a brand or core product line
- Celebrity endorsement?
Industry Overview & Competitors
Apparel Industry
• Four Formats:
Mall-based specialty store, Mass merchant or promotional department store, Traditional department stores, National chain stores
• Sale Performance:
2001 is increased by 1.3% from $182 billion in 2000.Sales keeps grow in coming year27% of apparel sales comes from the specialty stores
Industry Overview & Competitors
SWOT
Target AudienceStrategic Marketing Plan Recommendation
Customers aged between 15 to 55.
Generation Y
Brand SwitcherPrice SensitiveFashion Sensitive
Generation X and Baby Boomers
Brand Loyal Special connection with Gap Prefer basic and classic design, esp, semi-casual
New Positioning Strategic Marketing Plan Recommendation
To Gap target customers aged between 15 to 55, Gap is the brand of apparel retailers that offers the customers the classic, fashionable and affordable clothes that meet their different needs and exceptional value.
ObjectivesStrategic Marketing Plan Recommendation
Stop the negative growth in sales
Increase domestic sales by 15% during fiscal year 2003
1999 2000 2001 2002 20034.4
4.6
4.8
5
5.2
5.4
5.6
5.8
ForecastIdeal
ObjectivesStrategic Marketing Plan Recommendation
Maintain the market share 2.8%
Repositioning the overall Gap brand
Win back the Baby Boomers and the Generation Xers
Increase /strengthen the brand loyalty of Generation Yers
Advertising PlanStrategic Marketing Plan Recommendation
Advertising Objective:
Build Gap new brand image through advertising by differentiating Gap from other competitors and avoid cannibalization internally with Old Navy.
Recall the image of “American icon” among old generations (Baby Boomers and Generation X) in order to win back and reinforce their brand loyalty.
Emphasis “Classic is the new fashion” among young generations (Generation Y), and gradually help them build brand preference with Gap.
Advertising PlanStrategic Marketing Plan Recommendation
Message Strategies——High-involvement Transformational
Gap as a brand & Individual product lines.
By adopting affective strategies, we came out three taglines :
“Back to Classic” ——Brand image. (version 1).
“Classic is the new fashion” Gap Basic product line.(version 2).
“Welcome back, old sport” Gap Classic product line. (version 3).
Advertising PlanStrategic Marketing Plan Recommendation
Media selection
TV
Outdoor
Online
Promotion PlanStrategic Marketing Plan Recommendation
Consumer Promotion
(1)Coupon
Free sample give-away couponDiscount CouponTime-limited price-off coupon“Birthday gift for you” VIP coupon
(2)Premium: Membership Program
VIP only free- giftsVIP CouponsVIP exclusive event invitationsSeasonal Gap magazine
Promotion PlanStrategic Marketing Plan Recommendation
Consumer Promotion
(3)Contests:
“Gap and I” Photo Contests
(4)Events Promotion
Gap Fashion Show In-store VIP Appreciation NightIn-store Party“Welcome Home Old Sport, Come to Join Us, New Dude!”
Promotion PlanStrategic Marketing Plan Recommendation
Retailing Promotion:
-Store layout:
Separate Gap Basic and ClassicEnd-cap marketingFeature ads
-Store atmosphere:
Store Music
Promotion PlanStrategic Marketing Plan Recommendation
• Public Relations:
Corporate Social Responsibility (CSR) Human Right(labor issues)
• Press Release
Media Allocation & Media PlanStrategic Marketing Plan Recommendation
TV-60%Magazine-18%Outdoor-12%Catalog-7%Online-3%
Sales of Gap follows a seasonal pattern, and reach its peak before holiday season
Seasonal Priming Pattern
Media Allocation
BudgetStrategic Marketing Plan Recommendation
2001 2002 2003
Sales(billion) $5.2 $4.9 $5.65
Adspend (million) $102.3 $88 $125*
Advertising/sales ratio
1.97% 1.80% 2.21%
* Based on the advertising elasticity coefficient for durables, an increase of 15% in sales for 2003 would need an adspend increase of 41.7% over the 2002’s, which would be $125.
EvaluationStrategic Marketing Plan Recommendation
Panel survey
- Measures: Brand recall & recognition, brand preference, brand action intention, brand promoted ad recognition and recall
- Time: before the campaign, 6 months , and 12 months
Focus group
Sales and market share
Thank you !