MARKETING OF GAP

Marketing of GAP

Marketing of GAP

History of Gap Inc

Dan & Doris Fisher opened first GAP store in 1969. There were two main goals behind it. First was to create an easy and memorable experience for the customer. Second was to offer a selection with many fits and styles. The name “The Gap” refers to the generation gap between children and adults of the time First store was located on Ocean Avenue in San Francisco, California, where it sold Levi's and records The Gap began a store-is-brand concept in 1982, and a decade later ceased to carry any other brand but its own.

Today's Standing of 'The Gap”

Over the years, single store grew into major company which oversees Old Navy, Banana Republic, Forthe & Towne, Piperlime, Gap brands and sub-brands. Over 3,100 Gap Inc. stores are functioning in five countries. Its headquarters remain in San Francisco. The Gap was ranked among top 100 Company by Business Ethics Magazine in 2006, and in 2005 & 2006 among the top 30 Companies for Executive Women. In 2007 CRO Magazine ranked it among the 100 Best Corporate Citizens list.

Mission Statement of The Gap

“Gap is a brand-builder. We create emotional connections with customers around the world through inspiring product design, unique store experiences and compelling marketing.”

Marketing Strategy

Our marketing strategy is designed to support our entry into a very competitive market as is the case at hand. In this sense, we gradually build knowledge and appropriate brand image while we emphasize our competitive edge based on innovation and added value. Using all elements of marketing mix, along with customer service and internal marketing program, we will inform our customers about the features and benefits of our new PDA and stimulate purchases of consumers who purchase a PDA for the first time, so as users who are thinking about renewing or changing their existing. While television advertising is too expensive a resource for our company, if we use radio advertising Internet advertising and other means to reach our target market in a creative and effective at the same time. In the following sections, we discuss our mission, marketing objectives and financial targets, our target market, positioning that is desired, key aspects of strategy and marketing programs, customer service and internal marketing and finally our plans in terms of marketing research.

Target Market

In the case of individual consumer markets the main target market is formed by high-income professionals who need a portable device to coordinate their agendas and to communicate with his family and colleagues. These consumers prefer low prices functional PDA with expandable memory. The secondary group would consist of university undergraduate students and graduate students who need to organize your studies, your work and your personal calendar, access and input information from anywhere at any time and keep in touch with family and friends. For businesses, the target market is composed of medium and large enterprises that want to keep their employees in regular contact and have access to relevant information anywhere, ...