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
This solution provides an analysis of new promotion strategy of Old Navy.