Promotion Strategy of Old Navy
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.
Critically analyze 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:
1. Evaluate
the choice of young adult males as a target for an Old Navy promotion.
2. 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?
3. 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.
Business memo format:
http://www.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf.
Behind the campaign: Old Navy goes
after men in new ad push (2011, June 18). Advertising Age. Retrieved from
http://adage.com/article/news/navy-targets-campaign-men/228051/
Compare this mobile marketing
campaign to its predecessor, which also led to the departure of Old Navy’s
marketing director:
Digital marketing works better for
Millennials than TV (2012, January 24). Tech Journal. Retrieved from
http://www.techjournalsouth.com/2012/01/digital-marketing-works-better-for-millennials-than-tv/
Elliott, S. (2011, February 17).
Old Navy replaces mannequins with music. New York Times. Retrieved from
http://mediadecoder.blogs.nytimes.com/2011/02/17/old-navy-replaces-mannequins-with-music/?_php=true&_type=blogs&_r=0
Want to reach male shoppers? Target
their phones (2011, June 13). Marketing Vox (June 13). Retrieved from
http://www.marketingvox.com/want-to-reach-male-shoppers-target-their-phones-049435/?utm_campaign=rssfeed&utm_source=mv&utm_medium=textlink
