Tommy
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
(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