Table of ContentsNew IMC CampaignTarget CustomersThe IMC MessageCustomer PerceptionConveying the MessageMost Effective Communications MixTarget CostingThe Gap, Inc. is an apparel and accessories retailer headquartered in in San Francisco, California. It is present in more than 40 countries around the world. The Gap, Inc. is today one of the world's leading specialty retailers, a company that distributes its products through its retail stores, Internet and catalog stores, and a company that operates wholesale and franchise sales. However, the company recently announced plans to close some of its stores and cut some jobs in some stores. Say no to plagiarism. Get a tailor-made essay on "Why violent video games should not be banned"? Get the original essay New IMC campaign Gap's "effortless cool" brand identity in recent years has diminished with the emergence of competing companies . The market share declined, which led to a decline in the company's sales. The company is lagging behind the market due to competition from several competing fast fashion brands such as H&M and Forever21 (“Financial and Strategic Analysis Review,” 2014). The recent “Dress Normally” campaign did not have a noticeable impact on generating additional revenue. The communication problem the company faces concerns two different groups of people: Generation X and millennials. For 13 weeks through the end of July last year, the company's total sales fell from $3.9 billion to $3.85 billion, a 1.3% decline in total sales. Gap's geographic distribution remained broadly similar: Europe contributed 5% to profit while Asia generated 10%. Canada contributed 7% and the United States the lion's share, 77%. The company's broad geographic footprint avoids the risk of expanding into a particular economy (Brown, 2014). The objective of this campaign will therefore be to improve total sales by 3% in the first quarter, and by 4% in subsequent quarters during the next quarter. current exercise. Geographically, the lion's share will still go to the United States, but the targeted share of Europe can reach 10%, that of Asia 15% and that of Canada 10%. Target CustomersGap, Inc. operates three different brands for three main demographic groups: Old Navy for cost- and fashion-conscious teenagers, Gap for young adults, and Banana Republic for more affluent and relatively older customers. The Gap brand is a company that focused its marketing on men and women "aged seventeen to twenty-five." in the middle or upper class (“Target Market”, 2010). Since closing 189 stores and dropping 19% in profits, Gap has turned to a new type of consumer (“Gap Struggles,” 2014). This new consumer is an older buyer, simple but stylish and modern, looking for moderately priced but good quality clothing and accessories (Klug, 2014). , Gap Inc has built a strong image in the American clothing market. Although Gap clothing is not considered particularly "trendy" by most shoppers, the brand maintains its status as the "go-to place" for high-quality, everyday wear. clothes. Gap's sellers represent a large percentage of consumers, making up more than half of overall profits across its online and in-store marketplaces (Rupp, 2014). At the end of the campaign, customers should perceive the company's products as "the.