Marketing 3 | EssayIvy.com

Running head: MARKETING 1

Marketing

Name

Institution

MARKETING 2

Table of Contents

Executive Summary ........................................................................................................................ 3

Situational Analysis ........................................................................................................................ 4

Organizational overview ............................................................................................................. 4

Current production situation ........................................................................................................... 5

Industry Competitor and Situational Analysis ................................................................................ 5

Macro level environmental factors ................................................................................................. 6

IMC Planning Process..................................................................................................................... 7

IMC Strategy ................................................................................................................................... 9

Pinpoint the campaigns likely challenges and its goals. ............................................................. 9

Establish your target audience .................................................................................................... 9

Identify opposition and recognize your antagonistic edge. ...................................................... 10

Get creative ............................................................................................................................... 10

Communicate. ........................................................................................................................... 10

Cross check your giant idea ...................................................................................................... 11

Campaign Briefs ........................................................................................................................... 11

MARKETING 3

Executive Summary

The company that needs a marketing campaign is Tommy Hilfiger. Tommy Hilfiger is an

American attire company which was started in I990. The Company designs a variety of high-class

extravagant items ranging from fragrances, attires, shoes and home furnishings. Tommy Hilfiger

Company is famous for its classic American attires that were regarded as "twisted preppy".

Currently, Tommy Hilfiger has over 1500 departmental stores across the world from where their

items are sold (Keller, 2009).

Tommy Hilfiger Company attracts a market division that comprises of both the elderly, the

middle-aged women and men and the young. Mostly the customers mostly come from the

fashionable class who have a great interest in engaging in fashion. Hilfiger Company provides a

number of services to its target customers which vary from its commodities that make it possible

to provide services such as comfortable beddings and its summer shirts that prevent accumulation

of heat on the person wearing it. As a company Tommy Hilfiger is more focused on the quality of

the item rather than the quantity since it knows that when a customer is satisfied through provision

of quality goods. High quality service and commodities this lead to brand loyalty such that a

customer can come back another time when they are in need of a similar item Moreover; the

company also puts a lot of effort to ensure that the price of their goods is kept affordable as much

as possible so that even the low-income workers' people can be able to afford the goods. This also

makes customers to choose the store since they consider the stores that do not strain their pockets.

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The three objectives that am certain Tommy Hilfiger Company is going to profit more if

implemented include; intensifying the awareness by ensuring that the promotion reaches far and

wide through utilizing different social media platforms, it is also my desire to reach the 16 %

increase in the number of sales from 2018 June, moreover I would like to use the mass media tools

to reach out to different potential customers across USA. AS Tommy Hilfiger works tirelessly to

attain its goals above I am certain that social media platforms such as Facebook will enable the

Company to reach a greater portion of their target customers through creation of Facebook pages

where different customers can be online to search and view available commodities in the stores.

This will lead to increased sales and awareness by the Company. Social media platforms use should

be maximized to a point where it should allow customers to give reviews to the kind of goods they

have been served with. This will go a long way in ensuring that the Company is able to improve

on areas where the customer is not please leading to an overall effect of customer satisfaction. The

utilization of brand ambassadors and alternative marketing will help a lot in the promotion and

creation of a practical lifestyle image in the company.

Situational Analysis

Organizational overview

The company was founded by Tommy Hilfiger who started his fashion career in 1968. As

a Company, Tommy Hilfiger’s market is not limited to a certain group of people but it is spread

all around the World which is made possible through the use of online platforms for instance

Twitter and Instagram. Up to date, the Company has managed to increase its stores from the earlier

2,000 to the current one which has reached 5,000. Despite its success, Tommy Hilfiger as a

company has undergone various challenges which range from low seasons experienced usually at

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MARKETING 5

the beginning of the year coupled with stiff competition from other stores across the country and

beyond. The short time goals of the company include increasing its stores even beyond USA and

better utilization of the social media platforms as a means to increase its sales. Its core values

include integrity, provision of quality products and innovation as a means to drive the company a

notch higher. Tommy Hilfiger mission is to ensure it offers quality services to its customers while

ensuring the prices are affordable to each and every customer across the world. Its vision is to

ensure that it maximizes the number of stores that it has within USA and beyond.

Current production situation

Tommy Hilfiger has been positioning its products through a number of ways which

include; utilizing the social media platforms, and using the departmental stores for customers who

are unable to access the social media platforms. The average amount of sales that were recorded

recently by the Company showed that a total of 500 million dollars’ worth of clothes and other

products were sold in the year 2017. Most of the products in the company range from a price of

10 to 500 dollars while its profit margin ranges from 200 to 300 million dollars. Clothes

characterize the highest sales among the different commodities that Tommy Hilfiger deals with.

Industry Competitor and Situational Analysis

The landscape of Tommy Hilfiger is as described below: the main products include clothes

and footwear; the annual sales figure is 500 million dollars while the unit market share level is 50

%. The advantage of the company product is that they are of high quality and the price is affordable

for every consumer. (Clown and Baca, 2003) The latest trends in the market show that Tommy

Hilfiger is leading as far as the cloth and footwear business is concerned. Their greatest competitors

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MARKETING 6

include Jerry designs and Triple M design both of which are situated in USA. The current relative

unit market share for the company is at 1.33 which is slightly higher from last year’s figure which

was at 0.75. The main products that the competitors of Tommy Hilfiger deal with our clothes and

footwear. The competitor's annual sale figures are 400 million dollars which is slightly lower than

that of Tommy Hilfiger. The advantages experienced by the competitor companies include a high

number of stores in the rural areas as compared to Tommy Hilfiger this makes it to have higher

sales in the rural areas as compared to Tommy Hilfiger. The competitors' weakness is that they

have a few stores around the world making them perform poorly as compared to Tommy Hilfiger

which has a higher number of stores around the world.

Macro level environmental factors

Due to Tommy Hilfiger line of business, the company faces a low season when harsh

environmental conditions such as summer arise. The consumer at this season purchases fewer

clothes especially those that are heavy since they may not need them because of immense sunshine

(Shrimp, 1997).This leads to lower sales of the company causing a reduction in the number of

profits made by the company. On the other hand, technological advancement and the development

of social media platforms such as Facebook and Twitter have caused an increase in the number of

sales together with the profit margins. This is because the social media tools are able to reach a

vast number of consumers as since not all the consumers are able to access the departmental stores

(Clown, (2004).

Regulatory factors by the government such as the increase in taxation, causes the company

to incur more losses since the higher the tax rates the lower the profit that will be attained by the

company. Imposition of tariffs on exported goods to other countries by the government causes the

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MARKETING 7

company to experience lower sales. This is because the company is forced to export fewer amounts

of its products since a higher exportation of goods would result in reduced profits. Human factors

such as the population density of a given area tend to affect the sales of the company either

positively or negatively. (Clown and Baca, 2003) A high population density would result in a high

number of sales since the rate of purchasing the commodities by the consumers is also high.

However, a low population density causes the number of sales by the company to go down since

there are not enough consumers to purchase the goods.

IMC Planning Process

The target market includes children and students in schools and women and men at the

workplace together with international citizens of other countries where the company supplies

goods. The target market is segmented into five parts which include the following the geographic,

psychographic, demographic, product and behavioral segmentation. (Clown, (2004). The main

ones that affect Tommy Hilfiger Company are demographic and psychographic segmentation.

Demographic segmentation factors such as gender, occupation, race, and age affect the company.

Designing a message that is directed to a certain demographic group facilitates the message to

reach to an extensive group of people. An expensive commodity can be marketed to a group that

receives a high income so that the commodity can experience high sales. Certain brands of shoes

and clothes target the professionals who are working since they are the ones who can afford to buy

the most expensive clothes and shoes. People in the rural areas tend to buy cheap commodities

since their purchasing power is sometimes very low Moreover people in rural areas tend to use

gumboots most of the time and this could make the make the sales person to up gumboot stores

since the demand is higher in rural areas than in urban areas.

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MARKETING 8

Geographic segmentation, the target market is divided through the use of locations. The

various geographic location has varied attributes in their environment which make a salesperson

to try and satisfy the different needs of different places (Harcourt, 1992). For instance, salespersons

could try could try to market official clothes at around the urban centers while the casual ones he

could market them in the rural areas. High, population densities in the urban areas could prompt

the salesperson to set up more departmental stores there so that he can be able to attend to the

needs of the population.

The positioning of the products in Tommy Hilfiger has made consumers to prefer the

commodities that are sold in this company as compared to those that are sold by the competitors

since the marketing of the products is better in this company than in the competitors. The

affordable prices on goods sold by this company make the customers have a high preference for

goods at Tommy Hilfiger as compared to those of the competitors. Advertising of goods at the

social media platforms such as Facebook and Instagram creates a good picture to the customers

since they are able to be informed well on all the commodities that are being sold at the

departmental stores. Increase in social media marketing makes reinforce a consumer perception of

the company and its products. The current social media platforms being utilized by the company

can be added to ensure that even consumers who are in other social media platforms become aware

of what Tommy Hilfiger are dealing with which could lead to an overall rise in the number of

sales. The marketer can consider the benefits that a product from the company offers to the

consumer and try to position the products according to this. This will lead to more sales since

consumers are ready to spend money on products that are beneficial to them. The marketers can

use the price quality approach as a means to position their products which entails producing some

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MARKETING 9

higher quality products at higher prices while keeping substandard products at a lower price. This

will help to cater for variations of income of the consumers.

Tommy Hilfiger mission is to ensure it offers quality services to its customers while

ensuring the prices are affordable to each and every customer across the world. Its vision is to

ensure that it maximizes the number of stores that it has within USA and beyond. The objectives

of the IMC (Integrated Marketing Communication) for Tommy Hilfiger Company include

increasing the market share from 50 % to 70 % this can be achieved by increasing the number of

stores both in USA and beyond together with the better utilization of the social media platforms

as a means to reach to a large market. The other objective is to increase the revenue for every

customer by 25 % in the coming year this can be done by offering quality goods to the customers

making them make even more purchases (Clown, (2004).

IMC Strategy

Pinpoint the campaigns likely challenges and its goals.

It is very crucial to understand the marketing channel that you want to focus on and the

total amount of resources you can be able to get. You need to understand your purpose clearly

whether it is to strengthen the awareness especially for consumers who do not know the company

or the brand or whether you want to increase the customer’s constancy to the products of the

company. It is very important that the marketer decides precisely on what he wants to achieve.

Establish your target audience

The target audience is the people who you want to reach out in your campaign. In our case,

they are mostly the customers who purchase goods at the Tommy and Hilfiger Company. The

marketer should ensure he establishes his audience very well by ensuring he is able to keep and

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MARKETING 10

maintain large and small audiences. The marketer should strive to ensure that his audience is well

defined in terms of profitability, receptiveness, and accessibility. This can be attained by ensuring

that the marketer asks for insight from the consumers, using a data-driven approach and thinking

critically and strategically.

Identify opposition and recognize your antagonistic edge.

The marketer should be able to conduct a SWOT evaluation from the side of the target

audience. The higher the level of antagonistic edge the higher the inhibition level.

Get creative

The marketer should be creative when it comes to coming up with the strategies to make

the business a success. You should be ready to hear all the suggestions from the different groups

of people and from there you can come up with a clear solution for a particular challenge. The

more willing you are ready to listen to the consumers and challenge them on why a particular idea

will work or not the closer you are to finding your biggest idea. It is also advisable to include all

things and be timid.

Communicate.

Think vividly how you can make known your idea through several avenues, for example,

Facebook and Twitter while ensuring that the original message is kept intact. You should come up

with creative ways of communicating with your social media followers while ensuring the message

is clear to all of your followers. The marketer should also strive to ensure that his message is

consistent across different communication channels. Consistency is vital for the followers to get

similar information being passed to them by the marketer.

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MARKETING 11

Cross check your giant idea

Once you are able to obtain your giant idea, you can cross check on it. You can ask yourself

questions whether your giant idea influences your followers and whether it is appropriate for your

strategy. Your idea should be able to keep away from completion and it should have an everlasting

effect. The idea should also be difficult for competitors to photocopy and when you are able to

achieve all this you will know definitely that you in the right position.

Campaign Briefs

The name of the campaign is Quality products for Hilfiger. The objectives of the campaign

include; increasing the market share from 50 % to 70 % this can be achieved by increasing the

number of stores both in USA and beyond together with the better utilization of the social media

platforms as a means to reach to a large market (Keller, 2009). The other objective is to increase

the revenue for every customer by 25 % in the coming year this can be done by offering quality

goods to the customers making them make even more purchases. The other two objectives are to

ensure the company attains an elevated customer satisfaction score of more than 90 % and continue

to intensify the awareness of Tommy Hilfiger Company from 21 % to 70 %. The target audience

consists of youth together men and women in different work environments.

The theme of the campaign is to emphasize on the need of people to continue being loyal

to Tommy Hilfiger Company by ensuring they are well informed about the company through social

media platforms such as Facebook and Twitter. The other theme is to notify people who have never

heard of this company before so that they can join other customers for Tommy Hilfiger. Social

media platforms substantiate and support the existence and performance of the company.

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MARKETING 12

Challenges that were encountered during the campaign include inadequate personnel to reach out

to the massive numbers of people who had turned on for the event. The best potential advertisement

for this campaign could be done on a television station where many people could get the

information. Moreover, social media platforms can easily inform a great number of the audiences

to come for the campaign.

The name of the campaign is Affordable products at Tommy. The objectives of the

campaign include; increasing the market share from 69 % to 77 % this can be achieved by

increasing the number of stores both in USA and beyond together with the better utilization of the

social media platforms as a means to reach to a large market (Shrimp, 1997).The other objective

is to generate a revenue of 800 million dollars in one this can be done by offering quality goods to

the customers making them make even more purchases. The other two objectives are to reposition

Tommy Hilfiger brand so that it can be seen as if it is in its youthful stage and continue to intensify

the awareness of Tommy Hilfiger Company from 22 % to 80 %. The target audience consists of

youth together men and women in different work environments. The theme of the campaign is to

emphasize on the need of people to continue purchasing goods at Tommy Hilfiger Company by

ensuring they are well informed about the company through social media platforms such as

Facebook and Twitter. The other theme is to notify people who have never heard of this company

before so that they can join other customers for Tommy Hilfiger. Social media platforms

substantiate and support the existence and performance of the company. Challenges that were

encountered during the campaign include inadequate personnel to reach out to the massive

numbers of people who had turned on for the event. The best potential advertisement for this

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MARKETING 13

campaign could be done on a radio station where many people could get the information.

Moreover, social media platforms such as Facebook and Instagram can easily inform a great

number of audiences to come to the campaign.

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MARKETING 14

References

Clown, K. E. (2004). Integrated advertising, promotion, and marketing communications.

Pearson Education India.

Clown, K., & Baca, D. (2003). Advertising, Promotion and Marketing Communications.

Shrimp, T. A. (1997). Advertising, promotion, and supplemental aspects of integrated

marketing communications.

Harcourt Brace College Publishers. Schultz, D. E. (1992). Integrated marketing

communications. Journal of Promotion Management, 1(1), 99-104.

Keller, K. L. (2009). Building strong brands in a modern marketing communications

environment. Journal of marketing communications, 15(2-3), 139-155.

MARKETING 15

MARKETING 16

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