Marketing Matrix Between Gap Inc and Their Competitiors

Product

A product is considered to be anything that can be offered to satisfy a need or want (Keller    & Kotler, 2012). GAP has offered several products which are shown below:

• Clothing 

Loungewear and sleepwear – pajamas, robes, pants, hooded sweatshirts, T-shirts

Underwear – tank tops, t-shirts, briefs, boxers, panties, bras

Activewear – jackets, hooded sweatshirts, sweatpants, t-shirts, tank tops, polos

Jeans/Demin – many sizes and colours

Dressy Wear – coats, jackets, blazers, pants, dresses, shirts, blouses and skirts

Casual Wear – shirts, pants, blouses, sweaters, jackets, skirts, Capri pants, shorts,

• Accessories – shoes, socks, bags, backpacks, belts, wallets, jewellery, hats, gloves, mittens
• Body Care Products – body mists, fragrances, soaps, shower gels
• Private Label

Price

Price is the amount of money charged for a service or product (Keller & Kotler, 2012). GAP Inc. offered different prices, for different products which differ at various locations. This is the only tool that GAP Inc. can use to achieve its marketing object, and that is to gain revenue. A lot of internal and external factors can affect how a product is price, and these factors will be a deciding factor to what the consumer will pay. GAP Inc. had a lot of competition from H&M, A&F and Limited Brand, which caused for them to put forward competitive prices.

• All income levels - lower income, middle income, high income
• Women  - $16 tank top, $65 jeans, $200 handbag
• Men - $20 T-shirt, $35 polo, $85 jeans

Place

Place' is concerned with various methods of transporting and storing goods, and then making them available for the customer. Getting the right product to the right place at the right time involves the distribution system

• 2300 + Locations (incl. Canada, Japan, Germany, France, United Kingdom)
• Retail Stores
• Catalogues
•  Websites
•  Outsourcing and In-House Manufacturing
•    U.S and International Markets
•    Shopping Malls

Promotion

Gap Inc. communicates its values and benefits to its consumers by utilizing the promotion Mix. A lot of methods are utilized by the company to date, that showcase their products and highlights their values. These promotion strategies are:

• Television
• Print
• Outdoor Posters/Billboards
• Internet
• Radio
• Gap Credit Card
• Celebrities