Assignment2

Marketing Plan-A Research Paper

Student name and ID:

Mona Alzahrani (443200045)

Deema aldahayan (443200062)

Bashayer Dous (443200038)

Table of content ............................................................................... .‫معرفة‬

1. Executive Summary ................................................................................................................ 2

2. Company /Industry Overview ................................................................................................. 2

3. Market Analysis: ..................................................................................................................... 3

4. SWOT Analysis (to analyse the opportunities)....................................................................... 4

5. Objectives................................................................................................................................ 5

6. The Marketing Strategy .......................................................................................................... 6

7. Action plan .............................................................................................................................. 8

8. Conclusion .............................................................................................................................. 8
1. Executive Summary

TOMMY HILFIGER has been one of the world's top designer lifestyle companies, devoted to

wasting nothing and welcoming everyone while creating a platform that inspires the modern

American spirit. Tommy Hilfiger's TOMMY HILFIGER and TOMMY JEANS brands, which

comprise HILFIGER COLLECTION, TOMMY HILFIGER TAILORED, men's, women's, and

children's sportswear, denim, accessories, and footwear, were launched in 1985 and provide great

design, quality, and value to clients all over the world. Perfumes, eyewear, watches, and home

furnishings are among the things licensed under the brand. The creative process is still managed

and supervised by Tommy Hilfiger, the company's creator and Principal Designer. PVH Corp.

bought Tommy Hilfiger, a worldwide design and retail brand with more than 16,000 individuals,

in 2010. On account of extraordinary worldwide purchaser mindfulness, Tommy Hilfiger has

constructed an enormous circulation network in more than 100 nations and more than 2,000 retail

shops in North America, Europe, Latin America, and the Asia Pacific locale. TOMMY HILFIGER

made $9.2 billion in overall retail deals in 2019.

2. Company /Industry Overview

A Tommy Hilfiger is a style brand that sells shoes, dress, and embellishments for everyone. It is

claimed by PVH Corporation as an auxiliary. Its preppy style requests to the design inclinations

of youthful, accomplished city inhabitants. It was made by planner Tommy Hilfiger, who is still

responsible for the organization's manifestations. The worldwide style industry is assessed to be

valued at $ 3 trillion and has been continuously filling as of late. Tommy Hilfiger as a brand is

utilizing the obvious design eco framework and acquainting it with the remainder of the world

with its particular interpretation of exemplary American style. Because of its unmistakable style,

it has truly established itself and situated itself in the top notch design area.
3. Market Analysis:

The target market

Between the ages of 25 and 45, consumers

Tommy Hilfiger's target market is the 25–45 year old client with an annual family income

of more than $50,000. Men's and women's sportswear, eyewear, customized outfits for men,

sporting goods, handbags, and leather products are among the company's offerings

The products and services offered include:

• Jeans, apparel, timepieces, shoes, and purses are just a few of the items available.

• Interior design and manner of life

• Cosmetics and eyeglasses

Competitors and their product/services offerings

Competitors product/services offerings

US Patriot Tactical US Patriot Tactical is a military and law enforcement supplier as well
as an off-post store for military and tactical items.
Gorman Gorman's clothing, footwear, accessories, and homewares collections
are all available.

Love, Bonito is a clothing boutique for ladies.

The economic factors that affect the market.

In a vote, Britian chose to leave the European Union, leading the Pound's value to drop in contrast

to the Dollar. This is expected to have an impact on several fashion companies that exchange

collections. All around the world, monetary development is easing back. Development in the

worldwide economy has dropped to 2.9 percent, down from 3.6 percent last year (this year).

Notwithstanding the difficult monetary circumstances, Tommy Hilfiger had the option to
increment by and large deals by 12%. Moreover, the organization professes to have had twofold

digit development in China, which is one of its most significant Asian business sectors. The

organization has as of late shown a premium in putting resources into nations with stable

economies, for example, Australia, where it has not yet seen impressive development.

4. SWOT Analysis (to analyse the opportunities)

Strengths:

The firm has a long history of innovation and is one of the main companies in the United States

Transforming Tommy Hilfiger market, because to its strong brand recognition. The company, like

P&G, hasn't given the Transforming Tommy Hilfiger case its full attention. One of the company's

advantages is that it creates methods after conducting a thorough investigation and evaluation of

its performance.

Weaknesses:

Another problem with the company is that it entered the Transforming Tommy Hilfiger case help

field after P&G, so it doesn't have the first mover advantage. The corporation is still using obsolete

techniques in the production of their Transforming Tommy Hilfiger. Competitors, on the other

hand, have developed new Transforming Tommy Hilfiger production procedures that are supposed

to be more cost efficient and help the business save money.

Opportunities:

Advertising may help a business increase sales and profitability by increasing client awareness of

new characteristics of the product it is selling. The business has the option of using modern

technology in the production of Transforming Tommy Hilfiger, which might result in a lower per-

unit cost, enabling it to provide Transforming Tommy Hilfiger at a lower price to rate-sensitive
customers. Furthermore, the company may focus on the renovation of its Tommy Hilfiger brand

by incorporating smart and ecologically friendly elements into the products.

Threats:

Changes in government regulations governing the creation of Tommy Hilfiger case solutions are

seen as one of the company's most severe threats. Extreme rivalry from a wide range of market

competitors poses a substantial threat to the company. Competitors in the market react quickly to

any imaginative relocation. New market breakthroughs may improve the company's success by

allowing for more rapid technology upgrades.

5. Objectives

Marketing strategies for new product releases, repositioning established brands, targeting new

customer demographics, and entering abroad markets may be created by Hilfiger Tommy

marketing managers.
2. Marketing and financial goals and objectives: The next step is to figure out how much money

you'll need to execute your marketing plan. Spending money on everything from product

development to putting together a communication strategy mix is part of it.

3. Creating a marketing mix based on the objectives of the marketing strategy and the financial

resources available.

6. The Marketing Strategy

Marketing Strategy for Tommy Hilfiger takes a gander at the brand utilizing the advertising blend

structure, which covers the four Ps (Product, Price, Place, Promotion).

Tommy Hilfiger Product Strategy:

Tommy Hilfiger is a notable design mark with a wide scope of items and a worldwide presence.

Tommy Hilfiger is a very good quality style and way of life organization that offers a different

assortment of items. They center around conventional American plans with a young curve, giving

clients with style, quality, and worth. Tommy Hilfiger's fundamental product offering comprises

of 25 unique classes and is designated towards clients matured 25 to 40. It includes clothing for

everyone, as well as shoes and adornments. Tommy Hilfiger likewise has a segment committed to

attire for adolescents. With edgier and more easygoing plans, Tommy Hilfiger Denims takes care

of a more youthful market of long term olds.

Tommy Hilfiger's Price/Pricing Strategy:

Tommy Hilfiger is a very good quality design brand that charges a premium for its items, yet it is

more affordable than contenders like Ralph Lauren and Lacoste. This has brought about a

deficiency of brand value among clients since its top during the 1990s. The organization utilizes a

markdown based estimating approach in its advertising blend, offering item decreases during basic
slow times of year. Tommy Hilfiger is the brand individuals need to connect with due to its

unmistakable interpretation of exemplary American style and popular music culture-enlivened

plans, which assists the organization with staying in the superior market. In view of its worth,

workmanship, and runway plans from New York Fashion Week, the Tommy Hilfiger assortment

is in the greater cost section. Essentially, the Tommy Hilfiger Tailored Collection, which

accentuates esteem based evaluating and individualized fit, is more costly.

Tommy Hilfiger Place & Distribution Strategy:

On account of its colossal retail organization and internet shopping stage, Tommy Hilfiger is a

global brand with an overall reach. Tommy Hilfiger takes special care of a wide range of clients.

The base camp of the organization are in Amsterdam, Netherlands. The organization has its own

stores as well as a retail diversifying idea. Tommy Hilfiger has around 1500 stores in more than

100 nations across the world. Tommy Hilfiger's hopeful plans and commonplace cool American

style are reflected in the retail formats. The things may likewise be bought online by means of the

organization's site and other web based business destinations.

Tommy Hilfiger Promotion & Advertising Strategy:

Tommy Hilfiger has an elevated degree of brand mindfulness because of a functioning promoting

procedure that utilizes an assortment of scenes to connect with clients. Tommy Hilfiger utilizes

periodicals, papers, and bulletins to advance his items. Superstars as brand representatives are

frequently used, similar to the slogan "For the People." The ongoing brand representative, Gigi

Hadid, is a supermodel. Deals advancement is performed by offering limits of around 10-15%

across all product offerings during slow time of year or exceptional occasions. It additionally

utilizes retail location advertising by matching the design of their store to the preppy clothing they

offer. Tommy Hilfiger stores are intended to mirror the ordinary cool of American style.
7. Action plan

The pillars of the action plan are mentioned below.

1. Everyone is welcome, and we're working hard to make inclusivity a priority in all we do.

Our goal is to build a brand that caters to all TOMMY lovers, as well as a workplace

where everyone can achieve their full potential.

2. We don't want anything to go to waste, thus we want the future of fashion to be

completely circular and environmentally conscious. As a consequence, we're aiming to

build a circular fashion business that decreases its carbon and water footprints while

enabling all of the materials we use to be recycled.

3. Make items that are fully circular and part of a long-term cycle.

4. Everyone is welcome to attend: To be a brand that is inviting and accessible to all

TOMMY lovers.

5. Made For Life: We are attempting to operate with understanding of planetary constraints

in areas such as climate change, land usage, freshwater, and chemical pollution. We've

thought of everything, from where we buy to where we sell.

6. At Tommy Hilfiger, we work hard to make sure that everyone has equal access to

opportunities and that there are no barriers to success.

8. Conclusion

Tommy Hilfiger's clothes has risen to prominence in the fashion industry as customer demands

have altered throughout time. The designs are really stylish, and the brand is well-known all over

the world. Tommy Hilfiger has established himself as a pioneer of the classical style in America.

Tommy Hilfiger is the world's most well-known lifestyle brand, with youthful designs available

to clients all around the world.

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