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Old Navy's Promotion for Men

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Old Navy launched its first campaign specifically targeting men in 2011. It has appealed to guys in the past through its broad family-focused advertising. But this time Old Navy planned to speak directly to "Mike," its 25- to 35-year-old target. The purpose of this case is to evaluate Old Navy's move to target young men and how the company could better utilize mobile media and social media to reach this target market.
Read these articles related to a mobile marketing campaign by Old Navy:
Men Hear Old Navy's Call to "Dress Like a Guy" (2011, June 22). Forbes online. Retrieved from http://www.forbes.com/sites/brandindex/2011/06/22/men-hear-old-navys-call-to-dress-like-a-guy/#12a697d74ebf
Compare this mobile marketing campaign to its predecessor, which also led to the departure of Old Navy's marketing director:
Crang, D. (2012). Next generation strategies for advertising to millennials. comScore, Inc.
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
Tansley, I. (2013). 8 reasons why men are trading in-person shopping for online retail. Forbes. Retrieved from http://www.forbes.com/sites/iantansley/2013/10/24/8-reasons-why-men-are-trading-in-in-person-shopping-for-online-retail/

Smith, C. (2015). The surprising facts about who shops online and on mobile. Business Insider. Retrieved from http://www.businessinsider.com/the-surprising-demographics-of-who-shops-online-and-on-mobile-2014-6

Kaplan, M. (2011). Behavioral differences between men and women influence shopping. Retrieved from http://www.practicalecommerce.com/articles/3222-Behavioral-Differences-Between-Men-and-Women-Influence-Shopping

Requirement
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.
Your job is to write a short memo of 750-1500 words critically analyzing 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.
In particular, show your understanding of the way a change in target market affects the company's promotion strategy. Also, give some thought as to how this campaign meshes with other elements of Old Navy's marketing program, for example, merchandising (product management), store environment, and pricing, and where this all fits in GAP's brand portfolio.

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Solution Preview

Guidance on Old Navy Promotion Management
Old Navy launched its first campaign specifically targeting men in 2011. It has appealed to guys in the past through its broad family-focused advertising. But this time Old Navy planned to speak directly to "Mike," its 25- to 35-year-old target. The purpose of this case is to evaluate Old Navy's move to target young men and how the company could better utilize mobile media and social media to reach this target market.

1 Evaluate the choice of young adult males as a target for an Old Navy promotion.

Earlier Old Navy campaigns have focused on family focused advertising (Marzili, 2011: June 22) or the focus of previous promotional campaigns of the company was on women aged 25-35 years (Elliot, 2011: Feb. 17). The new Old Navy campaign released on June 8, 2011 is focussed on targeting young adult males in the age group of 25-35 years (Ahern, 2011: June 12). As per the 2011 census of U.S, the sex ratio was 1.02 males per female in the age group of 25-34 years with 20,984,000 males in this age group (US Census Bureau, 2011) which means that there was a strong potential male segment which can be tapped by Old Navy. There are two different brands that Old Navy is using to target this male segment - one is Super Tool and another is Colarado. While Super Tool campaign focuses on communicating that the brand is for top metrosexual male who thinks that he is above everyone, the Colarado brand focuses on communicating a corporate cowboy image (Peterson, 2011: June 8). Since these are two different brands, these brands have different brand identities and although the brand sponsor is Old Navy but the two brands will have a distinct identity in the consumer's mind and will not lead to confused positioning as a doubt may arise that the change in campaign may lead to confused positioning due to multiple positioning leading to confusion of identification of brand with either men or women or family. Confused positioning exists when the consumer is confused relating to identity of the brand as a result of multiple positioning (Kotler, 2012). Therefore, due to multiple branding strategy used by Old Navy with two different brands 'Super Tool' and 'Colarado', the male target segment for these brands and their separate positioning is justifiable. Multiple branding strategy is the one in which the company uses two or more brands in its product portfolio (Kotler, 2012). Old Navy's men's brand are also differently price with differential merchandising strategy as compared to parent company Gap Inc. brands as Old Navy's men's jeans are priced at $29.99 as compared to Gap's jeans priced at $69.99 (Lutz, 2015, Apr. 11). The store environments at both Old ...

Solution Summary

The solution provides insight into appropriateness of Old Navy's promotion strategy for new target segment of young male adults through social media and online promotions.

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