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Old Navy, Essay Example

Pages: 2

Words: 658

Essay

Old Navy is a growing, low-price fashion store for men, women, and children.  In previous times, Old Navy has utilized commercials, magazines, and other outlets for their means of advertisement.  This is still an advertising outlet however they have focused on personalized attention through social media.  For example, the local Old Navy requests that the consumers “like” them on Facebook.  When the consumer likes them, they can get updates on new products and special promotions creating a desire for them to come into the store.  Because there are approximately 850 clothing stores, there is a large market that the individual stores can meet.

The social media campaign that Old Navy had originally attempted in 2005 failed with their attempt to rebrand the company.  As a result, Old Navy returned to the drawing board determined to come up with an alternative option.  The idea was to take their bold, bright, and distinctive products and present it to the consumers again through a social media campaign. A big part of their brand campaign was to use new social media tools like Pinterest, Twitter, and  Facebook.  The hours that consumers spend on these sites it extensive, and it allows companies to present their product in a way that will reach their target audience.  Old Navy puts outfit’s together head to toe for men, women, and children.  This gives the consumer an idea of a fashion statement and creates a need to go pick up the outfit presented in its entirety.  In fact, they created a competition “Pin it to win it” which allows their consumers an opportunity to win the outfit presented on the website.

The marketers for the Old Navy campaign had a vision to introduce their new product to the consumer.  Once it reached the target market, it would sell itself.  Whereas we may never truly know what the total intention of the marketers were, it is safe to assume it was to simply broadcast their product, and it would sell itself.  All of the social networks that were utilized provided an opportunity for consumers to win certain products for free.  Of course this meant retweeting, liking on Facebook, or sharing Pinterest.  This allows other consumers to see what their friends like in an attempt to win a free outfit.   It’s a means to market in a manner that spreads virtually like wildfire.  The goal was to use social media as a way to get the new Old Navy out to all consumers.

The flesh out strategy of Old Navy would be total brand recognition.  Companies like Hollister and American Eagle has the brand recognition and consumer loyalty that makes them a must have regardless of the price on their product.  This is an important ideal as a marketer to consider.  Old Navy is not going to raise their prices, but as the marketer, the goal is to get the notoriety of the Old Navy label.  This will be done through the use of social media as well, by showing the new upcoming product before it hits the shelf.  Getting feedback and allowing our consumers to leave feedback.  We will also use the traditional marketing through television and other advertisements to continue our pursuit. The performance indicators will dictate the success of this marketing idea.  We will use our predefined business process and the tweaking process to ensure the marketing campaign is successful.

The way we would be able to measure effectiveness is through sales and total increase. The product marketed should have  a substantially higher sales volume than other product that is not being targeted in the same manner.  Another way to measure the effectiveness is overall sales volume that the company receives.  If Old Navy had a one-percent increase last quarter and a three-percent increase the following, the two-percent increase can be attributed to the new marketing promotion.  Of course there are quantitative and qualitative goals that are measurable as well, but primarily the focus will be on the sales.

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