Marketing Analysis - the Gap

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  • Topic: Pricing, Gap, Banana Republic
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  • Published : March 10, 2013
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Marketing Analysis – The GAP

Company
It was the summer of 1969: Man took his first walk on the moon. Nearly 450,000 people gathered in upstate New York to witness the historic Woodstock concert. And Doris and Don Fisher opened the first Gap store in San Francisco. Today, Gap Inc. is one of the world's largest specialty retailers, with more than 3,100 stores and fiscal 2007 revenues of $15.8 billion. We operate four of the most recognized apparel brands in the world — Gap, Banana Republic, Old Navy and Piperlime. Every day, we look for new ways to connect with customers around the world, provide value to our shareholders and make a positive contribution in the communities where we do business. Don Fisher, Founder created Gap with a simple idea: to make it easier to find a pair of jeans. We remain committed to that basic principle. Product

The product that I chose to focus on at GAP is their jeans. I want to target potential female buyers by enticing them with a $25 off coupon for trying on any pair of GAP jeans and purchasing them. Promotion

Entice female buyers with a $25 off coupon for trying on any pair of GAP jeans and purchasing them. Product Representation
Females
Communication
A direct mail piece will be mailed to females in the 50 states, ages 23-28 with an annual income of $36,000-$60,000. Employees of GAP will also have a coupon available to give to walk-ins. Banner ads will also be on the webpage. The piece will be 10 pages in a 4x4 size. Each page will give details on each of their style of jeans along with a coupon card on the last page. The jeans that will be highlighted are: Trouser, Low Rise Bell, Long & Lean, Curvy, Boot Cut, Classic Boot Cut, Essential and Straight. This promotion will go on for a two week period. Competitors

Competitors are Express and Buckle. Currently, Express is offering a Buy 1 get one 50% offer on all of their jeans. Buckle is doing a campaign called, ‘Livin’ Denim Gift Card Giveaway.’ Giftcards valuing...
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