Module three or more Case
Promotion: Advertising, Offering, Publicity, and Internet/Mobile
Transitioning via television adverts to on-line video is definitely an opportunity to better address Aged Navy's target audience of the 25 to 35 year old man, based on the assumption that the demographic is more linked into online online video and social websites than other consumers engaged with television. The sea change in Older Navy's idea is trying to reach the determined target customer directly, rather than through his girlfriend, wife, sister, or mother. Old Navy can be assuming that social networking and video clips will reach the male client better and inspire him to get more than pathetic television adverts. Ultimately, they are really trying a new approach to reach a new market. Old Navy blue is focusing on defining the client in order to better position its' product and gain even more sales. In addition , the company has run qualitative research prove customers whom show more men are shopping for themselves, and more apt to buy multiple items upon finding anything they just like and are considering.
It is confusing, nevertheless , that Ms. Curtis-McIntyre, older -VP Promoting states that men have a " no-BS mentality towards the way" they will shop, the new Old Navy video clips are full of nonsense. Ms. Curtis-McIntyre points out these men really know what they want, what they like, and " if they find a thing that fits well and serves an objective, they won't glance around . " However, Old Navy blue seems to be going against this tactic by utilizing silly YouTube video tutorials. Old Navy blue feels the requirement to engage in worthless social media rather than following the lessons their research has shown. Truly understanding the client is key to using market segmentation, although Old Navy is and helps to00 further part and better address their particular target customer directly, the company needs to recognize that the " no-BS mentality" of clothes shopping is in...
Recommendations: 1 . Promoting Age. Dealer targets " MikeвЂќ a No-Nonsense buyer you can't reach with TELEVISION SET. Retrieved Nov 22, 2012 from http://adage.com/article/news/navy-targets-campaign-men/228051/
2 . Tech Journal. Digital Marketing works better for Millennial than TV. Retrieved The fall of 22, 2012, from http://www.techjournal.org/2012/01/digital-marketing-works-better-for-millennials-than-tv/
3. Image Source. Metrosexuals and Cowboys Lose out. Recovered November 22, 2012, by http://www.imagesource.com/blog/metrosexuals-and-cowboys-lose-out/