How H&M and Gap use marketing mix to achieve business objectives

Briefing Paper

Table of Contents
LO2 How H&M and Gap use marketing mix to achieve business objectives.............................................................................................................3
LO3 Marketing Plan...................................................................................................................................................................................................16

LO2 How H&M and Gap use marketing mix to achieve business objectives
OBJECTIVES

H&M has three major goals and consider those as
prime responsibility. The main objectives are:
1. Lead the change in the fashion industry
2. Products are 100% renewable and circular
thereby promoting sustainability within its
business strategy.
3. Commit to 100% fair and equality among its
consumers as well as its workplace.
The main business objectives of Gap are:
1. Create emotional connections with customers
around the world.
2. Produce inspiring product design, compelling
marketing, and unique store experiences.
3. To make it easier for the customer to express
their personal style through their fashion.

PRODUCT
Similarities
Differences
H&M, as well as GAP, are both clothing retail brands offering the best fashion clothes to their customers. Well, both
of the brands have products for men, women and children. They both also offer a very wide range of products starting
from designer clothes to daily wearing clothes to yoga or sports wears ( Mierzejewska, 2017). Besides the clothes both
H&M and GAP also offers other accessories such as shoes, bags and other fashion collection as well as accessories for
men and women. Both companies have their own impact on the global market and offer their products in various
countries around the world. Both H&M and GAP is known to carry inexpensive basics. They are also known to be
quiet trendy and they provide the latest trends of clothing and accessories for their respective customers which makes
them both popular brands among the fashion or clothing industry.
Each of the individual companies has their own array of products to attract customers. While the products sold by
H&M are considered to be fashionable and comfortable on the other hand the products from GAP are considered to be

cool and trendy. Some of the unique products under H&M are sleeved jersey dresses, jumpers, fashion shirts,
cardigans and their whole variety of collection of underwear. While the USP of the products sold in GAP is T-shirts,
jeans jackets, sweatshirts for daily use and their sunglasses (Dickson, 2017). The products offered by H&M are mainly
offered to the comparative rich class or a group of fashionable and trendy customers for them shopping is an activity
that gives them pleasure. Whereas the GAP has a very wide range of products to offer high class and fashionable
customers to even the lower middle and middle class or so-called working class of the society.
PRICE