1

PROJECT ON:

Gap(Gap generations)

PRESENTED TO:

Our respected teacher Mr. Rana Adeel Abaad.

PRESENTED BY:

Group No.10
MEMBERS:

Hafiz Asif Bashir 27

M. Shakeel Faisal 33
Muhammad Saleem 55
Ahmad Masood Shafiq 05
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DEDICATION

W e w o u l d l i ke t o d e d i c a t e a l l o f o u r e ff o r t s t o c o m p l e t e t h i s r e p o r t
t o o u r b e l o ve d P a r e n t s r e s p e c t e d t e a c h e r R a n a A d e e l A b a a d … . .

Acknowledgement
W e wo u l d l i ke t o s a y t h a n k s t o o u r t e a c h e r
R a n a A d e e l A b a a d f o r h i s g u i d a n ce a n d h i s p r e c i o u s t h o u g h t s
w h i c h h e l p s u s t o c o m p l e t e t h i s wo r k i n a p r o p e r a n d e ff i c i e n t
m a n n e r. . .
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History

F o u n d e d i n 1 9 6 9 b y D o n a l d F i s h e r, t h e n a m e o r i g i n a t e d f r o m t h e
p h r a s e " th e g e n e r a t i o n g a p "

1969-1980

I n 1 9 6 9 D o n a l d F i s h e r o p e n e d t h e f i r s t e ve r G a p s t o r e i n a
t h e a t r e o n O c e a n A ve n u e n e a r S a n F r a n c i s co S t a t e U n i ve r s i t y,
t h e s t o r e ' s m e r c h a n d i s e c o n si s t e d o f b l u e j e a n s a n d r e c o r d s a n d
t a p e s … . h o we v e r, t h e a u d i o p r o d u c t s w e r e s o l d f o r a m e r e t h r e e
m o n t h s b e f o r e b e i n g r e m o ve d f r o m t h e s t o r e .

B y 1 9 6 9 G a p ' s s a l e s h a d r e a ch e d $ 2 m i l l i o n a n d a s e c o n d s t o r e
w a s o p e n e d i n S a n J o s e , C a l i f o r n i a . A l o n g wi t h t h i s se c o n d s t o r e
Gap established its first corporate headquarters in Burlingame,
C a l i f o r n i a , e m p l o yi n g o n l y f o u r e m p l o ye e s . G a p c o n t i n u e d t o
e x p a n d r a p i d l y a n d b y 1 9 7 2 - 7 3 G a p h a d g r o wn t o o ve r 2 5 s t o r e s
a n d h a d e xp a n d e d t o a r e a s o u t s i d e o f C a l i f o r n i a a n d wa s
e n t e r i n g t h e E a s t C o a s t m a r ke t w i t h i t s s t o r e i n I n 1 9 7 4 G a p
b e g a n t o s e l l p r i va t e l a b e l m e r ch a n d i s e i n i t s s t o r e s .

1 9 7 5 s a w t h e c r e a t i o n o f t h e ch a i n o f s t o r e s w h i c h s p e c i a l i ze d i n
s e l l i n g d i s c o u n t e d a p p a r e l , a s we l l a s t h e a c q u i s i t i o n o f " Yo u &
Yo u " wh i c h h a d f o r m e r l y b e e n a N e w E n g l a n d - b a s e d c a su a l
apparel brand.

1 9 7 6 wa s a l a n d m a r k ye a r f o r G a p w i t h t h e c o m p a n y g o i n g p u b l i c
i n b o t h t h e N e w Yo r k a n d P a ci f i c s t o c k e xc h a n g e s wi t h a n i n i t i a l
p u b l i c o ff e r i n g o f 1 . 2 m i l l i o n s h a r e s . W i th t h e a r r i va l o f 1 9 7 7 G a p
introduces the labels "Fashion Pioneers", "Eaton Hill", and
"Foxtails" which are sold in its stores. The company also
 5

l a u n c h e s t wo s u b - b r a n d s ; " L o g o , " b a se d i n C a l i f o r n i a a n d
M i s s o u r i , a s we l l a s " B r a n d s" b a s e d i n N e w Yo r k a n d N e w J e r se y.
I n t h i s ye a r a l s o , G a p m o ve s i t s h e a d q u a r t e r s f r o m B u r l i n g a m e ,
t o i t s w e l l k n o wn l o ca t i o n a t 9 0 0 C h e r r y Ave n u e i n S a n B r u n o .

1 9 8 0 s a w t h e i n c o r p o r a t i o n o f t h e " B r a n d s " a n d " P a n t s % ff "

chains into Gap's new

Mission statementStatement
T h e m i s s i o n o f t h e B r i d g i n g T h e G a p C o m m u n i t y Tr a n s f o r m a ti o n
P r o j e c t i s t o d e ve l o p B i g S t o n e G a p a s t h e " C o m m u n i t y o f
C h o i c e " t o r e s i d e i n , wi t h i n t h e r e g i o n o f f a r S o u t h we s t Vi r g i n i a .
G u i d i n g T h o u g h t s o f t h e E xe c u t i ve C o m m i t t e e t o D e ve l o p M i s s i o n
and Priorities:
* L o o k e d a t d e s i r e s o f t h e c o m m u n i t y, a s e xp r e s s e d a n d
r e c o r d e d , a t c o m m u n i t y m e e ti n g s h e l d i n t h e s u m m e r o f 2 0 0 6
* L i s t e n e d t o a d vi c e a n d g u i d i n g p r i n c i p l e s o f D r. Va u g h n
Grisham.
* L o o k e d wi t h a l o n g - t e r m vi s i o n t o t h e f u t u r e , b u t wi t h a d u e
r e s p e c t o f r e a l i t i e s o f t h e c o m m u n i t y, t i m e , a n d m o n e y.
* Operating on faith....
because...
" B r i d g i n g T h e G a p " i s t h e r i g h t t h i n g t o d o f o r t h e co m m u n i t y.

Marketing strategy

T h e b a n a n a r e p u b l i c s t o r e s t r y t o c o n ve y a m o r e so p h i s t i ca t e d
i m a g e f o r a n u p s c a l e c u s t o m e r, wh e r e a s G a p s t o r e s a p p e a l t o a
b r o a d e r m i d r a n g e o f cu s t o m e r s . T h e O L D N E AY c h a i n i s d e si g n e d
t o a p p e a l t o yo u n g e r g e n e r a t i o n o f c u s t o m e r s b y e m p h a s i zi n g
 6

" f u n , f a s h i o n , a n d va l u e " t h r o u g h a s t o r e e xp e r i e n ce t h a t d e l i ve r s
" e n e r g y a n d e xc i t e m e n t . " A l t h o u g h G a p , a l o n g w i t h o t h e r r e t a i l -
s t o r e c h a i n s , h a s b e e n c r i t i c i ze d f o r b l a n d n e s s a n d u n i f o r m i t y i n
i t s s e l l i n g e n vi r o n m e n t s , t h e f i r m m a i n t a i n s t h a t i t t a i l o r s i t s
s t o r e s " t o a p p e a l t o u n i q u e m a r k e t s " b y d e ve l o p i n g m u l t i p l e
formats and designs..

In some major laguage baseball parks, a Gap ad appears on

o u t f i e l d wa l l p a n e l s b e t we e n l e f t / r i g h t - ce n t e r f i e l d s a n d
centerfield which is commonly termed "the gap."

Plan
G a p p l a n n i n g i s t o b e s t o n e i n cl o t h i n g a n d s h o p p i n g m a l l s . .
A l l o ve r t h e wo r l d p a r t i cu l a r y I n E U . .
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Programs

E v e r y c u s t o m e r h a s d i ff e r e n t e xp e c t a t i o n d i ff e r e n t c h o i c e s a n d
d i ff e r e n t f a s h i o n l i k e g a p p r o g r a m s i s t o f u l l f i l l t h e n e e d s o f t h e
c u s t o m e r s . . a c c o r d i n g t o c h o i c e a n d f a sh i o n t h a t w i l l m e e t t h e
r e q u i r e m e n t o f t h a t a n d sa t i s f yi n g t h e c u s t o m e r s i n t h i s w a y g a p
w i l l b e i n t h e p o s i t i o n t o o c c u p yi n g t h e m o s t p a r t o f t h e m a r k e t

The Macro Environment:

Looking at the macro environment, there are a number of

S T E E P L E f a c t o r s t h a t h a ve s h a p e d b o t h p r o d u c t s ’ m a r k e t
backgrounds.

Demographics
- D i v o r c e r a t e s i n B r i t a i n h a ve r i s e n d r a m a t i c a l l y, i n c r e a s i n g t h e
n u m b e r o f s i n g l e - p a r e n t f a m i l i e s . T h i s h a s m e a n t f e we r h o l i d a ys
f o r l o we r s o ci o - e co n o m i c g r o u p s w i t h l e s s d i s p o sa b l e i n c o m e ,
a n d m o r e f o r t h e h i g h e r d u e t o b e t t e r f i n a n c i a l r e wa r d s f o r
divorcees.

- W i th b e t t e r h e a l t h c a r e , m e d i c i n e a n d a n i m p r o ve d s t a n d a r d o f
l i v i n g , p e o p l e a r e l i vi n g l o n g e r a n d t h e g r a yi n g m a r k e t i s
b e c o m i n g m o r e a c t i ve . A l so p e o p l e a r e s t a r t i n g f a m i l i e s l a t e r,

c h a n g i n g b o t h t h e f a m i l y a n d l u x u r y h o l i d ay m a r k e t s - T h e
I n t e r n e t h a s e v o l v e d ra p i d l y a n d a l l o ws w i d e r c o n s u m e r
choice. Pe o p l e c a n s e a r c h f o r h o l i d ay s a t t h e i r
 8

convenience and access cheaper deals. Both products

h a v e m a i n t a i n e d t h e i r m a r k e t s h a r e b y p r o m o t i n g q u a l i ty
a s s u ra n c e a n d e xc e l l e n t c u s t o m e r s e r v i c e . However as the
markets change, so will consumer priorities.

Economic factors

- E c o n o m i c c h a n g e s i n t a x a n d i n t e r e s t r a t e s h a ve a ff e c t e d
l e v e l s o f d i s p o s a b l e i n c o m e m a k i n g i s e a s i e r, a n d m o r e d i ff i c u l t
t o p u r c h a se h o l i d a ys .

- Tr a n s p o r t s ys t e m s h a ve b e c o m e m o r e a c c e s s i b l e a n d c o s t
e ff i c i e n t , a l l o wi n g h o l i d a y c o m p a n i e s t o o ff e r co n s u m e r s m o r e
choice.

Political

- A n e w l e g i s l a t i o n d i r e c t l y a ff e c t i n g f a m i l i e s i s b e i n g i n t r o d u c e d
i m m i n e n t l y, s u b j e c t i n g p a r e n t s t o f i n e s f o r t a k i n g c h i l d r e n o n
holiday during term-time. Holiday companies bump up their prices
i n t h e s u m m e r h o l i d a ys , m a k i n g i t m o r e a p p e a l i n g f o r s o m e
p a r e n t s t o d i s r u p t t h e i r c h i l d r e n ’s’ e d u c a t i o n .

Geographic
 9

- T h e e ff e c t s o f t h e f i r s t I r a q Wa r a n d t h e a wf u l e ve n t s o f
S e p t e m b e r 11 t h b o t h h i t t h e h o l i d a y i n d u s t r y h a r d . T h o m a s C o o k
t o o k m a s s i ve l o s s e s d u r i n g t h o s e t i m e p e r i o d s a n d c o n su m e r
c o n f i d e n c e w a s a t a n a l l t i m e l o w. H o we ve r a s t h e t h r e a t f r o m
Te r r o r i s m b e c o m e s i n c r e a s i n g l y m o r e l i ke ‘ th e w a y o f l i f e ’ ,
h o l i d a ym a k e r s a r e t e n d i n g t o a b a n d o n o ve r s e a s h o l i d a ys m u c h
l e s s n o w.

- C h a n g e s i n t h e s t r e n g t h o f d i ff e r e n t cu r r e n c i e s h a s a ff e c t e d
w h e r e p e o p l e i n t h e l o we r s o c i o - e c o n o m i c g r o u p s h o l i d a y, a s t h e y
are looking to get more for their money

Caring for Environment:

Running our company in an environmentally friendly way is good for

the environment and good for our business. We're working to conserve
energy and reduce waste, and are exploring the use of sustainable
materials and products.

Customer segmentation

Segmenting:
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T h e j m c f a m i l y h o l i d a ys p r o d u c t m a r k e t i s s e g m e n t e d i n t o
d i ff e r e n t t yp e s o f f a m i l y s t r u c t u r e s , a n d t h i s i s r e f l e c t e d w i t h i n

t h e b r o c h u r e b y t h e wa y i t ’s w r i t t e n a n d t h e i n f o r m a t i o n i t
p r o v i d e s . A s t a t e m e n t l o c a t e d o n t h e i n s i d e c o ve r o f t h e
b r o c h u r e , se e A p p e n d i x 3 , s h o w s t h e co n s u m e r e xa c t l y wh a t t h e y
c a n e xp e c t f r o m t h i s p r o d u c t a n d t h e k i n d o f s e r vi c e t h e y wi l l
r e c e i ve wh i l s t p u r c h a s i n g . Yo u c a n se e f r o m t h e w o r d s
h i g h l i g h t e d a l l t h e c o r e va l u e s o f t h i s b r a n d su c h a s f l e xi b l e ,
value and choices.

Targeting:

A l s o f r o m t h e h i g h l i g h t e d wo r d s r e l a x, p l a y, f u n a n d b e s t h o l i d a y
e v e r i n A p p e n d i x 3 , yo u c a n s e e h o w t h i s p r o d u c t s p e ci f i c a l l y
t a r g e t s t h e f a m i l y- t yp e c o n s u m e r a n d m a t ch e s t h e i r h o l i d a y
d e s i r e s . T h e s t yl e s o f h o l i d a ys i n c l u d e d w i t h i n t h e b r o c h u r e a r e
t a r g e t e d t o wa r d s t h e C 2 a n d D s o ci o - e c o n o m i c g r o u p s – m o s t l y
E u r o p e a n ‘ s u n h o l i d a ys ’ a t a n a ff o r d a b l e p r i c e .

Positioning

T h e j m c b r a n d h a s p o s i t i o n e d i t s e l f w i t h i n t h e m i d d l e l e ve l o f t h e
m a r k e t i n t e r m s o f p r i ce a n d q u a l i t y o f p r o d u c t . T h e b r o c h u r e
s t a t e s t h a t i t o ff e r s va l u e f o r m o n e y a n d e xc e p t i o n a l q u a l i t y a n d
w h e n r e vi e wi n g h o l i d a y p r i c e s , t h e y’ r e n e i t h e r c h e a p , n o r
e x p e n s i ve . T h i s p r o d u c t a p p e a l s t o i t s c o n su m e r s a s i t r e p r e s e n t
q u a l i t y, s a f e t y a n d a c t i vi t i e s f o r a l l t h e f a m i l y.
 11

Marketing Mix

G a p i s m a n a g i n g a l l t h e f o u r e l e m e n t s o f t h e m a r ke t i n g m i x g a p
is the
P r o d u c t p r i ce p l a c e m e n t a n d p r o m o t i o n t o i n c r e a s e t h e i r
r e v e n u e s a n d t h e i r m a r ke t s h a r e … .

Characteristics

Products

Products features
F e a t u r e o f g a p i s p r o vi d i n g va r i e t y o f we a r i n g t h e a p p a r e l l i k e
garments shoes for all ages of people and ganders gap
s u b s i d i a r i e s l i k e o l d n a v y a n d p i p e r l i m e a r e p r o vi d i n g g a r m e n t s
a n d s h o e s m a t ch t o t h e m o d e r n wo r l d . . A s m o s t o f t h e w o r l d
c o n s i s t s o f m i d d l e c l a s s p e o p l e s o t h e p r o d u c t s p r o vi d e d b y g a p
h a v i n g r e a s o n a b l e p r i c e s … . i t i s a l s o p r o vi d i n g a l so o n l i n e
s h o p p i n g s e r vi c e s …

Core product
 12

W h e n G a p wa s f o u n d e d i n 1 9 6 9 , i t s c o r e p r o d u c t wa s b l u e
levies jeans and white T shirt. With the passage of time it
increased its business and made the core products for all the
d e m o g r a p h i c s o f s o ci e t y… . .
 13

Product Line:

GA P offers di fferen t t ypes of p rod uc t l i nes l i k e i t offe rs i ts

offe rs ga rm ents s h oes for al l ages of pe opl e and gan der..

Price
 14

G a p d e t e r m i n e i t p r i c e s a c c o r d i n g t o i t s c o m p e t i t o r s a n d a l so
according to geographic and demographics… in geographic
p r i c e s o f c o m m o d i t i e s a r e d i ff e r e n t f r o m p l a ce t o p l a c e l i k e p r i c e s
i n u n i t e d s t a t e , A si a , u n i t e d k i n g d o m
A r e d i ff e r e n t a c c o r d i n g t o t h e e c o n o m i c s o f p e o p l e l i vi n g i n t h e s e
a r e a s . C o m p e t i t o r s p o i n t o f vi e w g a p a d j u s t i t s p r i c e s t o c a p t u r e
t h e m a r k e t i n p r o vi d e t h e va l u e o f p r o d u c t s . .

Regular Price $44.50 Regular price $ 29$ Regular Price $44.50 Regular Price $88.00

Regular Price $42.50 Regular Price $24.5

Regular Price 29.50$

Regular Price

Place
 15

Gap's main opportunity to reach its customer is through its

stores. Gap operates stores in the United States, Canada the
United Kingdom,France,Ireland,Korea and Japan. The Gap, Inc.
a l s o h a s f r a n c h i s e a g r e e m e n t s w i t h u n a ff i l i a t e d f r a n c h i s e e s t o
o p e r a t e G a p o r B a n a n a R e p u b l i c s t o r e s i n S i n g a p o r e , M a l a ys i a ,
U n i t e d A r a b E m i r a t e s , K o r e a , K u wa i t , Q a t a r , B a h r a i n , Om a n ,
S a u d i A r a b i a , C a m b o d i a , a n d I n d o n e si a , O m a n … .
 16

Promoti on

G a p ' s p r o m o t i o n s t r a t e g y h a s b e e n b l a m e d f o r t h e co m p a n y' s
bust. Due to lack of a clear message, it has been alleged that
..
G a p h a s l o s t c o n t a c t wi t h i t s co r e c u s t o m e r s wh i c h t h e c o m p a n y
i s a t t e m p t i n g t o wi n b a c k . G a p i s t h e o n l y n a t i o n a l r e t a i l e r t o
s p e n d m o r e t h a n 2 % o f i t s m a r k e t i n g b u d g e t f o r o n l i n e m a r ke t i n g .
A s a r e s u l t , t h e c o m p a n y' s e - c o m m e r c e we b s i t e h a s b e e n c i t e d
n u m e r o u s t i m e s a s a m o d e l o f s t yl i s h e ff i c i e n c y. G a p p r o m o t e s i t s
p r o d u c t s t h r o u g h g i f t c a r d s , c a t a l o g s a d ve r t i s i n g p r o g r a m s o n T V
c h a n n e l s a n d m a g a z i n e s . G a p t r i e s t o p o s i t i o n i t s e l f a s a s t yl i s h
c a s u a l we a r r e t a i l e r i n a f a i r p r i ce . H o we ve r, i t s m a r ke t i n g e ff o r t s
t o r e a c h o u t t o u p p e r c l a s s , l u xu r y c o n s u m e r s i s b l a m e d f o r r e c e n t
p r o b l e m s i n t h e c o m p a n y.

I n a d d i t i o n , G a p ' s g a r m e n t d e s i g n s a n d p r o d u c t s va r i e s f r o m
N o r t h A m e r i c a a n d We s t e r n E u r o p e . P r o d u c t s s o l d i n t h e U n i t e d
K i n g d o m a n d We s t e r n E u r o p e a r e t a r g e t e d t o wa r d s a E u r o p e a n
s e n s e o f s t yl e , wh e r e a s t h e G a p ' s N o r t h A m e r i ca n g a r m e n t s a n d
a c c e s s o r i e s a r e d e si g n e d p a r t i c u l a r l y f o r N o r t h A m e r i c a n s .
 17

SWOT ANALYSIS

STRENGTH

D e ve l o p e d t e c h n i q u e s

G a p h a s D e ve l o p e d t e c h n i q u e s f o r d e a l i n g w i t h m a j o r a r e a s o f
H R , j o b e va l u a t i o n , p s yc h o m e t r i c t e s t i n g a n d b a s i c t r a i n i n g w h i c h
i s n o t s o e ff c e n t l y a va i l i n g t o h i s c o m p e t i t o r s .

Excellent location

G a p h a s s t r e n g t h o f i t s e xc e l l e n t l o c a t i o n o f i t s s t o r e s wh i c h a r e
m o r e a t t r a c t i ve a n d a r e a t m a i n m a r ke t p l a c e s … . . I n P a k i s t a n i t
h a s m a d e i t s s t o r e i n I s l a m a b a d i n t h e m a i n m a r ke t a r e a .

We l l d e s i g n e d s ys t e m :
 18

W i t h i t s l o n g t e r m e xp e r i e n c e i t h a s w e l l d e s i g n e d s t o r e s i n t h e
w o r l d . . Va l u a b l e s ys t e m o f i t s s t o r e s i n t h e wo r l d . I t s h a s
d e s i g n e d t h e s t o r e s m o r e a t t r a c t i ve .

Qualified in

G a p E n t h u s i a s m , e n e r g y, i m a g i n a t i o n , e xp e r t i s e i n su b j e c t a r e a ,
e x c e l l e n t t r a c k r e c o r d i n s p e ci a l i z e d a r e a

Weaknesses
R e a c t i ve :

G a p i s R e a c t i ve r a t h e r t h a n p r o - a c t i ve ; n e e d s t o b e a s ke d r a t h e r
t h a n d e ve l o p i n g u n so l i ci t e d i d e a s

Undirected use of personal energy

G a p i s n o t g o o d a t a c h i e vi n g r e su l t s t h r o u g h u n d i r e c t e d u se o f
p e r s o n a l e n e r g i e s , t r o u b l e a t e xp r e s s i n g t h e m se l ve s o r a l l y a n d
o n p a p e r – m a y h a ve i d e a s b u t t h e se co m e o ve r a s i n c o h e r e n t ,
m a n a g e m e n t e xp e r i e n c e a n d e xp e r t i se l i m i t e d

D r i ve thr ou gh

GAP does not have a drive through in its each stores. But they
are doing best to overcome on their weakness of drive through.

Opportunities
 19

Effectiveness
D u e t o N e w m a n a g e m e n t t e a m , t h a t h a s i m p r o ve d o ve r a l l
o r g a n i z a t i o n a l e ff e c t i ve n e s s t h r o u g h o r g a n i za t i o n a l d e ve l o p m e n t
and cultural management programmes

Brand name

They have the opportunity of their brand name as GAP is a

trademark for wearing apparel and is known by many people in
the world as a valuable cloth brand..

N ew m o d e r n s t y l e s :
G a p h a s o p p o r t u n i t y o f i t s d e si g n e r s wh i c h d e si g n t h e n e w s t yl e s
which are according to modern age. Gap designs its product
a c c o r d i n g t o t h e cu s t o m o f a n a r e a . . .

Threats

Competitors

G a p h a s a t h r e a t f r o m i t s c o m p e t i t o r s l i ke p e s t wh i c h i s
i n c l u d e d i n t h e wo r l d wi d e b r a n d s .

De-centralization
 20

D e - c e n t r a l i za t i o n o f G a p h a vi n g t h e e ff e c t o f r e m o vi n g
d e p a r t m e n t s wh e r e t h e i n d i vi d u a l i s e m p l o ye d a n d e l i m i n a t i n g
m i d d l e m a n a g e m e n t l a ye r s t o f o r m f l a t t e r s t r u c t u r e o f
organization...

Employees

G a p i s f a c i n g t h r e a t f r o m i t s e m p l o ye e s o f i n c r e a s i n g t h e i r
salaries…

Top competitors:

AMERCROMBIE & FITCH

AMARICAN EAGLE OUT FITTERS

 Others include:

Aeropostale, Benetton, Calvin Klein, Eddie Bauer, Express, FDS, Guess,

the Limited, J. Crew, Target

Buying behaviour:
 21

B u yi n g b e h a vi o r m e a n s r e sp o n s e o f p e o p l e t o wa r d s a p r o d u c t a s
p e o p l e i n t h e wo r l d h a s n o t s a m e n a t u r e . S o t h e y r e s p o n d
d i ff e r e n t t o t h e p r o d u c t b u t we o b se r ve d t h e m o s t c o m m o n
a t t i t u d e o f t h e p e o p l e t o t h e p r o d u c t wa s va r i e t y s e e k i n g
b e h a vi o u r b e c a u s e l o w i n vo l ve m e n t a n d h i g h d i ff e r e n c e a m o n g
b r a n d s i s o c c u r r i n g . . . a s g a p i s p r o vi d i n g d i ff e r e n t va r i e t y o f
p r o d u c t s a t l o w l e ve l p r i c i n g . .

High involvement low involvement

Significant
Complex buying
Difference Varity seeking behaviour
behaviour
Between

Brands

Dissonance reducing Habitual buying beahviour

Few
difference buying behaviour

Between

Brands

Gap brands
 22

Founded in 1969 by Donald Fisher, the name originated from the phrase. The
generation gap

Gap offers Iconic American Style to consumers of all ages.

Gap, Incorporated

Gap incorporated is an American clothing and accessories retailer based in San

Francisco, California and founded in 1969 by Donald Fisher and Doris Fisher. As
of October 2006, Gap, Inc. had approximately 150,000 employees and operated
3,139 stores worldwide in the United States, Canada ,Mexico ,France Ireland
,Indonesia Japan South Korea ,Kuwait, Malaysia, Peru, Singapore ,Turkey the
United Arab Emirates and the United kingdom offers iconic style to consumers of
all ages .

Gap offers iconic American style to customers of all ages. it provides products to
youngsters ,kids,ladies,gents of wearing apparel garments.

Pictures

Shorts T shirt skirts

 23

Accessible luxury.

Banana Republic is an accessible luxury brand.

Banana republic, formerly a catalog retailer selling safari-themed clothing, was

purchased by the company in 1983, and eventually was rebranded as an upscale
clothing retailer in the late1980s.

Jewellery bag tall

Bracelet

Great fashion, Great prices

 24

Old Navy offers great fashion at great prices.

Old Navy was launched in1994, as a value chain with specialty flair. Forth and
Towne, the company's fourth traditional retail concept, was launched on August
24, 2005, in the Palisades Center inWest Nyack, New York, featuring apparel
targeted toward women 35 and older .Old Navy is a brand of clothing and chain
of stores owned by Gap, Inc., Old Navy’s corporate operations are within Gap in
San Francisco and San Bruno, California. It is one of the first major corporations
to house headquarters in the new Mission Bay district of San Francisco.

Piperlime offers a hand-picked assortment of the best brands in footwear

 25

Piperlime, was created in 2006. the basic product of piperlime are shoes for all
ages of the people. It provides online services for shopping.
 26

One flow in 4 ps
Basic flow in the 4 ps of the gap was found that is does not make care
relationships with its core customers

Product life cycle

 27

Product life cycle indicates the promotion of the product. when a product is
launched its requires just expenses but with the passage of time when the
product grommes in the market profit starts now the position of the gap is in the
product life cycle is at gromme period which is its maturity point…

Sales and
Sale
Profits

Profit

T
Product Introductio Growt Maturit Declin
Develop
-
ment
Losses/
Investments