Tommy

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Marketing Strategy

(Individual report)

MARK 935

Lecturer Name: Dr. Melodena Stephens Balakrishnan

Student Name:

Student Number:

Autumn 2012

Contents

Content ….…………………………………………………………….………………… 2

Executive Summery. ………………………………………………….………………… 3

Introduction …………………………………………………………….……………….. 4

Background Analysis………………………………………….………..…………………5

Organizational Background and history………………..…………………………5 Product Portfolio Analysis …………………………….…………………………6

Market Analysis…………………………………………………………………………...7 Macro environment analysis………………………….…………………………..7 Company …………………………………………………………………………8 Competitors………………………………………………………………………8 Consumers………………………………………………..………………………8 Collaborators……………………………………………………………………..8 Porter’s 5 Forces Model of UAE Pants Market………………………………….8 Overall Critical Issues regarding Hilfiger Denim (pants) ……………………….9 Customer Perceived Value…………………………………………………….…9 Customer Analysis………………………………………………………………10

Marketing Strategy……………………………………………………………………….11

Product strategy………………………………………………………………...11 Price and promotion strategy…………………………………………….……..12 Place Strategy……………………………….…………………………………..12 Communications Strategy………….……………………………………...……13

Marketing budget………………………………………………………………………..14

Appendix ………………………………………………………………………………..15

Interview Result …………………………………………………………………………19

References ……………………………………………………………………………….21

Executive Summery

Tommy Hilfiger as a world famous brand offering different collection of products’ line under two core brands of Tommy Hilfiger and Hilfiger Denim. Tommy Hilfiger targeted men and women between ages of 25 to 45 or above; on the other hand Hilfiger Denim targeted younger consumers between ages 18 to 28, with modern fashion design and fresh color. Both core brands are successful in fashion industry and they provide complete lifestyle products from cloths to accessories for men and women and also home furnishing, and finally their international branches all over the world create broad awareness among consumers.

This report and its marketing plan mainly focus on Women’s Pants under Hilfiger Denim, one of their profitable collections. It targeted young women consumers living in Dubai, UAE (age between 18 to 28) who are looking for luxury and modern design.

The report is base on primary research (interview with stores’ supervisors and 32 face-to-face interview with women under 34 – Appendix 7) and secondary research (websites, journals, previous reports, case studies, and National Bureau of Statistics of UAE reports). Moreover, 5Cs analysis and comparative analysis for their competitors conducted for macro analysis and BCG matrix (product portfolio analysis) conducted for micro analysis.

According to the findings, this specific product is not as profitable as other products and people in Dubai are not aware of this product compare to other competitors in the UAE, so Tommy has some critical issues such as safe selling, unlimited Sale-off, limited variety of the pants with limited size and colors, which targeted wrong consumers and also lack of stores in Dubai. Therefore the following linked objectives by 2017 focus on their key problem. First of all create awareness and make Denim as favorite brand among youth, second increase the overall sales revenue by 20 % and finally open more Hilfiger Denim store in UAE. In order to reach to these objectives, we provide strategic recommendations base on 4Ps at the end of report.

Introduction

“Classic American fashion with a twist” Tommy Hilfiger
Tommy Hilfiger, a superior fashion and lifestyle brand was established in 1980 by an American fashion designer who used his name as his brand. Although the company focused on men’s style in the beginning, they improved the brand by...
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