gap case study
TRANSCRIPT
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GAP Diana DiLoreto, Mariela Esculsa, Sydney Title, Lea Phillips, Eva Zhang, Dylan Goetz
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Marketing Needs● California, 1969● Biggest specialty retailer in America.
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Named Solution● “Simple basics”● “Style Adaptability”● Brand Cannibalization
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Target Audience
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Differentiation and Positioning
AdaptableConfident
Simple
All-American
Feel Good
JeansAccessible
Cool CasualWholesome
Classic
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Project (RED)
Marketing Plans, Message Development, and BTL strategies
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Be BrightMake Love
Marketing Plans, Message Development, and BTL strategies
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● #BacktoBlue
Marketing Plans, Message Development, and BTL strategies
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#SummerLoves
Marketing Plans, Message Development, and BTL strategies
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Exclusively Styled | Tinder
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Gap Kids 2014 Campaign
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Dress Normal
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Media Plans
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Media Plans Cont.
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Media Plans Cont.Boyfriend PantsSweater dance
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Distribution Plans
Manufacturer Distribution Center Retailer
Distribution CenterManufacturer
Customer
CustomerFranchisor Franchisee
Manufacturer Distribution Center Customer
NORMAL DISTRIBUTION PLAN
FRANCHISOR DISTRIBUTION PLAN
ONLINE DISTRIBUTION
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Brand Extensions
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Customer Responsibility
http://tinyurl.com/sprizevid