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Old Navy’s Current Market Strategy

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Submitted By vmambro
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Module 4 Case Study
MKT 501 Strategic Marketing
Trident University International

December 27, 2011

MEMORANDUM

To: Vice President of Marketing, Old Navy

From: Marketing Consulting,

Subject: Analyzing Old Navy’s promotion strategy

This memorandum documents the review of Old Navy’s current market strategy. Old Navy has decided to utilize online video instead of television. In addition, as part of the company’s positioning strategy, it is launching its first campaign that specifically targets men. It also announces a slogan very similar to one of the Marine Corps “looking to enlist a few good men”. Some additional changes include new denim washes and styles, as well as more tailored shirts and pants to meet the changes/demands of its target buyers. TRIDENT will evaluate if this new market strategy shift from television to online video is the best promotional strategy for your company.

Old Navy’s Target Market Viewing Habits Assumptions:
a) Television advertisement is not very effective for the company.
b) It is difficult to reach men for an item of clothing through commercial advertisements.
c) Men are not in the right mindset when watching TV. For instance if he is watching sports, he may not pay attention to a clothing commercial.
Old Navy’s Target Market Buying Habits Assumptions:
a) Men are starting to spend outside the basics. They are now focused on getting healthier; therefore they go for more comfortable lifestyle products.
b) Men are now shopping for themselves.
c) They buy in bulk, making them valuable customers.
d) Men know what they want, what they like so when they find something that fits well and serves the purpose, they purchase it. They won’t shop around.
e) If men like the particular cut or style, they buy in multiples.
Quick Overview of Assumptions:
Old Navy’s buying assumptions may be

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