Here is the synopsis of our sample research paper on Marketing Old Navy to Men. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
In 2011 Old Navy developed a new marketing campaign aimed at men using the Internet and Your Tube. This 5 paper looks at that decision, considering how and why this decision was made and assessing the logic behind this decision. The paper ends by looking at ho the campaign may be improved as well as identifying a strategy that the firm should not follow. The bibliography cites 7 sources.
Page Count:
5 pages (~225 words per page)
File: TS65_TEoldnavy.doc
Buy This Term Paper »
Unformatted sample text from the term paper:
make use of video files developed to be played on mediums such as You Tube and on mobile devices (Anonymous, 2011). The decision may be seen as one that was
risky, but it also displays a degree f understanding regarding the firms chosen target market. When designing marketing campaigns and adapting the marketing strategy the first consideration is
to determine the target market (Anonymous, 2012). Old Navy sell apparel for men, women and children of all ages. This means that firm has a number of target markets, and
is likely to undertake different campaigns that would appeal to the different target markets. Where a firm is appealing to more than one target market it is also important that
the design of the campaigns is not undertaken in a way to cause consumer confusion (Kotler and Keller, 2008). The general message in terms of core aspects such as values
needs to remain aligned. However, the campaigns themselves may be very different. The benefit of developing the campaign for a target market is in the actual targeting; using mediums the
target market will access, sending messages the target market will hear and decode correctly and appealing to that target markets needs and desires (Kotler and Keller, 2008). The aspect of
targeting means that it is possible for firms to target different markets as the marketing design would not result in confusion; one target market were unlikely to be impacted by
the marketing for the alternate target market (Kotler and Keller, 2008). The decision to target men was not totally new, but the increased focus reflected the way in which
the marketplace was changing. Traditionally a significant amount of menswear would be purchased for the target market rather than by the target market, often by mothers, girlfriends or wives (Singh
...