Old Navy’s Promotion Strategy essay
I have obtained your request to provide my opinion and recommendations on the promotion strategy used by the Old Navy and I am ready to assist you and do my best to help you understand my view on the promotion strategy of your company from the standpoint of an outsider. While making my judgments about the promotion strategy of the Old Navy, I do my best to remain objective in my judgments. I refer to facts only and make my recommendations on the ground of my assumptions about the vision and future prospects of the company.
On analyzing the current promotion strategy of the Old Navy, it is necessary to point out that the market strategy is quite efficient as long as it focuses on the target customer group of young males at the age of 25-35. At this point, I would point out several key transformations that have occurred to the Old Navy’s promotion strategy recently. First, the company has shifted toward the wider use of internet and mobile devices to reach the target customer group. Second, the company attempts to revive its advertising using music, active, dynamic visual effects instead of mannequins as was the case of past advertising, which though were quite noteworthy all the same.
At first glance, the advertising and promotion strategy seem to be quite efficient. However, the question is whether the current promotion strategy can reach the target customer group of the company to the full extent. At this point, it is important to refer one more time to the target customer group. The company defines its target customer group as young people at the age of 25-35. At the same time, the company basically focuses not only on the US but also on international markets. On the one hand, the proposed promotion strategy is efficient as long as it focuses on young males in well-developed countries because internet and mobile telecommunication systems are well-developed there.
However, on the other hand, the company is likely to face problems, if the company attempts to reach the international customer group, including developing countries. The problem is that young males in developing countries may not have such wide access to high speed internet connection, especially via their mobile phones in developing countries. In fact, this promotion strategy focuses on the target customer group in the US, Canada, the EU and some other well-developed countries only. This strategy will hardly reach the target customer group to the full extent in developing countries because of their technological backwardness.
In this regard, the company should consider the possibility of changing its promotion strategy shifting from mobile applications and mobile devices to the promotion via internet that is available via PCs or laptops mainly, while mobile phone applications should be supplementary rather than the mainstream element of the current promotional campaign. If the company agrees to make such a change, the company will benefit consistently because it will still use the most popular media that is particularly attractive for young male at the age of 25-35. Moreover, the company will be able to use the full potential of visualization, which is not always available, if users watch advertising on their mobile phones. At the same time, this strategy will definitely allow the company to reach the global customer group because internet is available worldwide and the target customer group that has access to internet can easily receive the promotional message from the Old Navy.
Furthermore, the decision of the company to make its advertising more vivid and dynamic is apparently right because it enhances the effectiveness of the promotional campaign. The target customer group consists of young males, who are active. Therefore, they are likely to enjoy the advertising that implies the active lifestyle. In such a way, the promotion strategy and advertisings do not just promote the product of the Old Navy but they rather promote the lifestyle that is more efficient in the contemporary business environment than the mere promotion of the product. While promoting the lifestyle, the company develops strong associations in customers between the promoted lifestyle and products of the company. Therefore, if customers follow the promoted lifestyle, they will also start buying and using products of the company because they associate those products with the particular lifestyle. In this regard, the promotion strategy is very efficient.
At the same time, the Old Navy’s promotion strategy underestimates the potential of social networks. In actuality, the promotion strategy of the company does not use social networks at all, whereas social networks have huge potential as a powerful promotional tool that can reach the target audience even more effectively than the promotion via internet developed by the company at the moment. Therefore, the company should consider the possibility of the development of the promotion strategy that uses social networks as tools of the promotion of products of the company. More important, the company should use social networks not only for the promotion of its products but also and mainly for the promotion of its brand. Social networks are perfect tools that can help the company to create a positive brand image. For instance, a large number of positive feedbacks concerning the company can increase the popularity of the company among users as well as among customers. In addition the company should use the full potential of social networks to create the positive brand image through promoting its social policies. For instance, the company can sponsor socially significant events and share this information via social networks. Alternatively, the company can launch a socially significant even in social networks, for instance, a fundraising campaign to protect the environment.
Finally, the focus of the promotion strategy of the Old Navy is very specific, accurate and narrow, in a way. In fact, I wander whether the company limits its target customer group to young males only. If the company promotes the particular lifestyle in terms of its promotional campaign, then the company apparently expects to have the long-run customer loyalty. Therefore, the company should consider the possibility of expanding the age of the target customer group that will need respective changes in the promotion strategy.
Thus, I expect my analysis and recommendations will be useful for your company and you will make right decisions to maximize the effectiveness of your promotional campaign. At the same time, you can refer to me anytime for the further collaboration and consultations.
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