MERCADEO - 1) ANSWER: I consider that the partnership gap...

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1) ANSWER: I consider that the partnership gap made with product (RED) was by purpose and certainly improved gap’s image and combat the criticism about the violation of labour laws since 2004. In my point of view, this partnership was very intentional, even with the famous people involved, Bono who is a very popular singer member of U2, a legendary band, and his image has been always related for charity events and social campaigns specifically in Africa; and Oprah who has the highest rating in United States and other countries as a presenter. Both make a perfect combination to help Gap’s sales and reputation. 2) ANSWER: The types of technologies that have contributed in this RED campaign were: Blog sites Social networks Web pages TV shows Social forums, through the internet Virtual marketing such as: Search Engine Optimization (SEO). All the types of technologies mentioned above helped in a certain way to be focus on RED products, because the topic was followed by a lot of people, although they were talking good or bad, it was a hot topic that was in the mind of everyone and it was very hard to ignore it.
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3) ANSWER: I believe the criticism is totally justified, because if the purpose of the campaign was to raise money to the Global Fund to fight HIV/AIDS in Africa, how come they spent $ 100 million in marketing the campaign and only $ 25 million to the charity itself? In my opinion, this seems to be more branding than fundraiser, because of the period time that happened, when the criticism to Gap was very high because of the violation of labour laws in over 50 countries. BACKGROUND: Product (RED) was founded in 2006 by Bono, member of U2 and activist public spoken person for social problematic worldwide specially for Africa, and Bobby Shriver who is the Chief Executive Officer (CEO) of Product RED. In addition, there is another spoken person faces of the Nike (RED) Laces campaign, Didier Drogba, an Ivorian footballer who plays currently in the centre forward position for Chelsea, in the Premier League. This brand-licensing company was created with the purpose of raising money for the Global Fund to Fight AIDS in Africa, because is the continent with the highest level of HIV. It is important to highlight that, this brand is licensed to partner companies such as: Nike, American Express (UK), Apple Inc., Starbucks, Converse, Bugaboo, Penguin Classics (UK & International), Gap, Emporio Armani, Hallmark (US) and Dell. Each brand company creates a product with the Red logo
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and besides increasing their own revenue with the Red products sold, a percentage of the profit is given to the Global Fund. UPDATING The most important goal that (PRODUCT) RED wants to achieve it’s ahead in 2015. These goals represent the essence of the organization that is to eliminate the HIV in Africa and this is possible by now using technology and antirevitroviral medication a pregnant mother can prevent the transmission of HIV to her child.
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This note was uploaded on 08/28/2011 for the course ECON 101 taught by Professor Correa during the Spring '11 term at Savannah State.

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MERCADEO - 1) ANSWER: I consider that the partnership gap...

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