StudentShare solutions
Triangle menu

Marketing Communications Campaign of GAP - Case Study Example

Not dowloaded yet

Extract of sample
Marketing Communications Campaign of GAP

But Gap Inc. had to start somewhere and by identifying the steps of an integrated marketing communications campaign we will begin to see some similarities.
Developing a model for a consumer IMC campaign involves a number of steps. These include identifying target audiences, analysing the situation, setting marketing communications objectives, developing strategies and tactics, setting a budget and evaluating the effectiveness of the campaign. For this assignment, we will look these steps in relation to a mock product and a mock IMC model, and compare them with the successful Gap Inc. clothing brand.
Our mock product, to help us make the developed IMC model clear is titled "non-uniforms". It is clothing for schoolchildren in western European countries whose schools do not expect students to wear uniforms. If marketed properly, the clothing for schoolchildren will be bought and worn for the same reasons uniforms are worn in schools in the United Kingdom. Only it will not be compulsory and the stock will not be identical. It will be sturdy, basic and strong, cheap, readily available from school and, ideally, promoted by schools. The product is likely to succeed because it is recreating, rebranding and redefining something that is successful in other like countries. According to Articlebase (Sep 2005) school uniforms reduce distraction, promote discipline, reduce fighting and violence, are cheaper and highlight that individuality is not determined by designer clothing. However, the cons are that uniforms stifle self-expression and can be uncomfortable, (Pros and Cons of School Uniforms 2009).

Target Group
The target group for our non-uniforms is male primary school students, aged six to 10.

Analysing the Situation
By analysing the situation, we find that male primary school students, aged six to 10 do not purchase or choose their own clothing. Therefore, the target group is the parent or carer who chooses and purchases the clothing.

Marketing Communications Objective
Our marketing communications objective is to identify or create a buyer's problem and solve it. One of the target group's problems is "time": you don't have enough to choose your son's clothing every morning before school. Another is "money": you don't have enough money to keep up with the latest trends. All problems should be identified through market research and the best problem will become the focus of the campaign. Once this problem has been identified, non-uniform will be marketed as the solution. According to Kulik (2009), providing solutions is the bottom line of any business and what every corporation and small business strives for daily.

Strategies and Tactics
The main strategy and tactic of the campaign will be obtaining a
great number of schools to support the product. If schools back the project it will be easier to sell the product. School cooperation will be essential if onsite marketing campaigns are part of the IMC.

Budgeting the campaign is something that will be directly involved with the market response. According to McGraw-Hill/Irwin (2004), the basic principles of marginal analysis are to "increase spending if the increased costs are less that the incremental (marginal) return; decrease spending if the increased cost is more than the incremental (marginal) return; and hold spending if the increased cost is equal to the incremental (marginal) return".

Effectiveness of the Campaign
The effectiveness of ...Show more


It all starts with an idea. A product that has something its competition doesn't. It is a solution for a problem that has yet to be identified. Gap Inc. started with a solution for the problem of buying jeans, pain free. Once it was an established clothing company it redefined its aim and grew its brand…
Author : dgleason
Marketing Communications Campaign of GAP essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the case study on your topic
"Marketing Communications Campaign of GAP"
with a personal 20% discount.
Grab the best paper

Related Essays

Sony Integrated Marketing Communications
Sony based in US is one of the right arms of SONY in Japan. The Sony Corporation had its foundations laid down in year of 1946. Sony is known all around the world for the best quality of audiovisual brand of the electronics, which have gained popularity all around the world in a great manner (Viagas, 2006, p.32)
14 pages (3500 words) Case Study
Successful Marketing
Not only is it extremely difficult to compete against beverages' manufacturers such as Coke, Pepsi or Nestle, but it is just as difficult to launch a successful local beverages outlet/caf. Competing against Costa, Starbucks or Columbus, to name but a few, is a daunting prospect and a highly risky venture.
6 pages (1500 words) Case Study
Motorola Marketing Campaign
Later the definition was elaborated and modified to involve the various institutions and processes employed for making, communicating and delivering products which are of value to the stakeholders-customers, clients, partners and the society at large. The term was derived from the original meaning which taken literally meant simply going to the market to shop or to sell goods and services there.
14 pages (3500 words) Case Study
Marketing Campaign
Not only are you driving around in a nice, affordable car, you also can be eligible for tax benefits because the car is environmentally friendly. The Toyota Prius is a win-win situation for everybody, and allows the buyer an environment friendly and ecology minded vehicle.
4 pages (1000 words) Case Study
Marketing Communications Strategies
Marketing has moved from customer acquisition (winning new customers) through customer retention (keeping customers for life) towards customer selection (dumping unprofitable customers while selectively seeking and keeping the more profitable ones).
12 pages (3000 words) Case Study
E-communications and Marketing
Amazon uses the internet as the main advertising/ selling point for these books. E communication is the use of internet and other electronic media for purposes of communication. This has been integrated into today's systems especially with the acceptance and rapid use of the internet which has simply brought a revolution on how things are done.
10 pages (2500 words) Case Study
Honda Marketing Communications
Marketing makes the basic assumption that customer satisfaction should be the primary aim of the business. Such satisfaction is achieved and sustained by Honda through the provision of competitive products or services, at competitive prices (Spreng, MacKenzie & Olshavsky, 1996).
4 pages (1000 words) Case Study
Marketing communications Case Study
As airlines declare bankruptcy, Jet Blue thrives and as private labels grabbed share from consumer packaged goods companies, Procter & Gamble delivers strong revenue and profit growth. What separates these leading companies from their less profitable peers It is believed that marketing excellence makes the difference.
12 pages (3000 words) Case Study
McDonalds Marketing Communications
What is the importance of the marketing strategies to the McDonalds organization and how are they implemented in the real market to compete with the competitors. By many people, it is believed that McDonald is the food empire, which was founded because of sales representative from the location of Oak Park situated in Illinois.
24 pages (6000 words) Case Study
Direct Marketing Communications Campaign in Easy Jet
It forms the main channel through which the management of an organization communicates with the customers. Therefore communication is central to the function of an organization. Communication is not centered only on the communication of the company with the customers but also it affects the internal relations within the company.
10 pages (2500 words) Case Study
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation