Unit 19 Marketing Planning - Tommy Hilfiger Case Study


According to external and internal environment by the extension needs of growth  in the business lines , the business has requirement to think its marketing techniques in an appropriate  way it is very important  so that the business can increases its profit by using its new plans (Parrott, Azam Roomi and Holliman, 2010). The marketing planing is focused by the present context of the report which is required by Hilfiger. Hilfiger is a popular American multinational corporation which I famous for clothing. According to  establish its new brand of clothing which is less vagarious and  less expensive . By using this new brand Hilfiger can attract young mass and invite audience.

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Advertising is cover large base of customer with increasing in profitability of company. it is 5required to current marketing condition and strategy because every organization providing proper product with aspect of customer.  An organisation  has requirement to find out appropriate marketing techniques so that it manage maximum customers here with growing chain in all country.

Traditional marketing strategies are used for it, which mostly includes mouth to mouth advertisement and show ads on the posters at common places.  Small businesses are used these types of techniques to stay in the market long term and to maximise future development. In this type of marketing use television or radio newspaper, print marketing etc. these marketing style not increase cost of product and also help to communicate with mass of people in one time.  To covers competition globally, the modern marketing planning is used with the maturing market sand sophisticated customers.(Donnelly and, 2012)  

Morden marketing – in this marketing including product sale and give advertising on internet. This have some example like social media, mail, affiliate, ads on internet etc. in this generation use these type of marketing way.

To selling its products through stand-alone Hilfiger departments, Hilfiger uses traditional techniques previously in the present contact. But when it introduces new lines of product line, Hilfiger has to focus on modern strategies more as maintaining licensing agreements, celebrity advertisement and online advertisement also with the other part of world.


Hilfiger will have to focus on its marketing which depends on physical, human and marketing capabilities to have positive effects on Hilifiger's new product line.

As human capabilities of hilfiger describes, Hilfiger has a broad expertise of human resource which can make marketing techniques according to demand of different types of market. The design staff of the company can achieve this. The design staff of the hilfger belong to 30 different nationalities.

U.S designer Tommy Hilfiger and Indian Textile manager Mohan Murjani is operate this concerned company under their guidance which as achieved in making Tommy. Hilfiger is a well-known multinational brand.

In relation to physical capabilities of described company, Markets In Eropean and Asian countries is covered by this company instead of U.S. home town, so concerns relative capability of land for business, equipment need will not be a restriction for them. It can work according to mandatory specification with the growing extension which needs custom made technology and software.

As far as its financial capabilities are describes by the successful task in different countries , the company can easily take projects loan from banks , financial companies and from those investors which are interested to invest in their venture  (Chang, Park,  and Chaiy,  2010)

To evaluate its strengths and weakness , the organisation has to be examined in order to improve its operations and to achieve its pre decided goals more efficiently. The hilfger's organisational audit in the present company context : Customer and Competitor : Hilfger serves a big part  of customers  in  terms of customers . This company have many no. of principal like creating classic, cool and committed products. These principals make its customers more satisfied . Hilfiger has 1400 different different store in different different countries which have no. of variety for men as well as women. It has ideas for its quality and customers like it has a little cost of switching for its customer in order to face heavy competition in its same business line. (Fava Neves, 2007)

PESTLE analysis is done through examine of external environment. By the PESTLE analysis we can determine the macro factors which can help us to make marketing strategies. PESTLE analysis includes :

Political: : In a particular country entrance of new product line has to be considered the degree of support giving to the newcomers in that country in the form of government sanctions and subsidies.  In UK political environment is stable in readerly case  change so their business environment is also  support every company. There government is also support this company it mean Hilfiger in future have any  type of problem it can help .

Economic:  The company is launching its product as the demand of that particular product and conquer exchange rate. These are some economic conditions in which the company is introducing its product.. It not easily change so proving proper supply chain management and help to develop in new policy related to tax .this company revenue also depend on labour cost this country is less economical development country so little changes is doing impact  on prices.

Social:Culture of that particular area where the company launched their product, Population growth , age distribution , life style, family size and carrier attitude, these are some social factors that affected the company's product. This factor is impact on their product like changes in customer lifestyle, interest etc. like their people is health consciousness so thy purchase sports item.

Technological:  We all know about the technological changes these changes are taking place very quickly. In this company have the development of internet association  and technical equipment used for the manufacturing are accessible on the demand. Their technology give new innovation to help in manufacturing product storage , security etc. this company is also use  different technology in advertising like social media marketing etc.

Legal: The company wants to introduce the product in U.K so the company has to be  follow the law which is applicable in that particular region .If the company wants to cover up any other area or region so the company has to follow the export and import rules.

Environment: The changes in climate , pollution target and scarcity of  raw materials are some environmental factors which effected the demand of product.(Wilson, 2010). this company is also suit their climate  for manufacturing product. This company is produce product so it is harming the economy so this comply make the some strategy to like  grow trees, manufacturing industries far for city because waste material directly polluting in river etc.


When we discuss about SWOT analysis ,then we see that the environmental factors are most important part for an organisation to  making  marketing  strategies. Both the factors are important internal as well as external. These factors allow a business to determine the factors of its uniqueness that it can highlight upon more and what other factors it has to overcome so they don't demonstrate a restriction together with taking care of various political and social factors.

SWOT analysis of its internal environment in present context of Tommy Hilfiger which cover up its:

Strength: Hilfiger has a very high revenue with the continuation sustained growth rate because of its perform on a extensive scale profitability and large coverage. Furthermore it has very high skilled and experienced men power to perform its work. That's why Introducing a product similar to its present line can prove to be largest strength for the company. (Taghian, 2010)this is known as global brand and also have strong distribution system. This company  is have 1000 stores in 90 counties. This is use many type advertising and popular to brand .

Weakness:  It should focus on its future market size. So that the present operations will not effect them . This  company is mostly focus on the  protection of brand and reduce cost of maintenance those effect on  product quality. It is also have huge competence with same type of organization . 

Opportunities: There are so many options for the company to utilise in the order of extensive economy , new market and investors who are ready to invest in huge projects with future commitment. This company is also do innovation in their product  and try to expand  product line cycle.

Threat:  Similar products through the competitor, market changes , increment in labour costs these are the some threads which the company have. If there is a change in their investing power so the new workers has to be employees ( Ryals and Rogers,  2007). This company is also intense competences with national ad international brands. Their contribution in economy ,ma be down when their demand  will reduce. This organization  will also face inventory issue according to changes in fashion.



In view of its enlargement in the fast flourishing market of middle east- Dubai marketing program for Hilfiger which can Carys a list of special activity to utilize a successful marketing gimmick which consider:

Firstly recognition of the budgeted amount to be sepleted for marketing exercises.

Mission Statement: that narrate the aim and line of business as in existing situation.  Hilfiger have aim at screening the ample increasing market in the middle eastern  sheltering families and working specialist(Fava Neves, 2007)

Administration market audit and fabricate marketing goals: In this portion the company is suppose to realise the disbursal habits and living orthodox of the consumers in the commodity it wants to acquaint  in the target market. While in the dubai people are usually have high income and spending nature hence they fagged a polite loume in consumer goods like watches and clothes. Market analysis helps in inceprion of custom made products as per the demand and occurrence in wearing apparel line(Perreault, 2010) in addition the program comprise the timing of pioneering the goods in that specific market for illustration in the substance of Dubai it may be made known in Ramadan as it comes under the lexicon of a Muslim city.


the planning of marketing is suppose to consider a important tool for any business organization while it create the structure of how consumer create mentally a specific product. It is suppose to be in calibration with the communal approach as the primary intention of admittance of any product is acquiring aim and objectives of the business. According to the previous marketing strategy develop it will assist in accomplishing collective strategy as it imply the specific analysis of the marketplace that is selected for launching of apparel line as the prime goal of the communal plan of Tommy Hilfiger consider deviation and being feasible in the specific market and raising its functional readiness encouraging the extension of vigorous association authorize people, clench diversity and stand by to human benefits standards(Ryals and Rogers, 2007)

As Hilfiger present personalize product the goal of being contemporary along with accomplishing operational scheme is achieved.

It assist to recognise the specify market and and helps to operate in an organized manner by havuing both type of marketing objectives short term and long term.


The current company can establish the product through research project by consolidate the current attribute which is there in its current universal accepted products along with integrating some of the differentiating characteristic according to the necessity(Morgan, Vorhies and Mason, 2009). The valueable  Tommy range that accepted success all over the world are men sportswear collection, denim  and formal collection for both men and women also. So it can acquaint the current good  to realize their feedback for examination as well as integrating some new realm. The experimentation can be coordinate with supervision as Hilfiger by penetrating the recent market direction, the identical quality problem that the customers of Dubai face. As is ventilate ceremonial range of garment it figure out the difficulty of the people related  with the collaborative world, it can moving on integrated dual property in their confection these are not accessible simply with another brand. Pricing strategy would not be main problem for Dubai as there are people don't think about to spent some more. they are receiving a best quality level in their products specially when it comes to wearing products.


A aggregation of separating and incursion  pricing gimmick can be espouse in command to look into the markets in Dubai as while affirming separating pricing terms advanced cost can be taken during the pioneering face of introducing the product and can bunk the cost at the time the stretch of discounts. As people surviving in Dubai disburse extra as there currency is very low priced as compared to other currencies so starting price could be changed which not only envelop the cost but also give earnings to the company(Tuten, 2009)

there is a portion from the pricing strategy, another approach in which it is determined how to spot the product in the custody of final consumers that is a disposal approach. For Tommy Hilfiger the best assigning approach can be ratify is letting the commodity accessible through with vendor and retailers accessible in ample malls of Dubai. Once the feedback is as per the necessity it can more open its individualize shop.

When launching a new product a important question is requirement should be decided is how to get the presentation of the product gets communicate to the proposed purchaser., that could be done over several spokesperson, TV, public banners, social media, print media, mobile. For a place like Dubai the supreme amount should be spent on transmission through representative and exhibit of banners in public places in the market places are twenty four hours effective and people spent their ample day of time for merriment through purchasing. aside from it the duty of social media and TV is suppose to  also be seized into report(Fava Neves, 2007)


In spite of appliance the plan successfully excellent skilfulness has to be hold over between marketing teams obligation for various sector. The designation assist in measuring the outcomes of various sector in relation to the product and further needed  activity to be seized. Uninterrupted observation of the fund that is planned for the amount to be spent on several marketing implements(Catherine Murphy and Kielgast,  2008)

The execution indicators that display that we have accomplished our mercantilism objectives can be monthly quarterly review of the sales in that  region, the number of personnel needed in controlling the incident in Dubai as more new jobs  shows the enlargement of the industry in that region. aside from this non financial indicators like affirmative appraisal by customers on social media and online site of Hilfiger can further act as execution indicators.



Conceiving moral issues in merchandising concern not transgress the principles of right and wrong while doing marketing preparation. In spite of the moral issues does not have a demeanor on the financial result of the company, still they are to be treated in command to live on in the long run, like the marketing exercise is not suppose to pertain the incursion of secrecy of the company, baronial of deceptive assertion on the competitor. More over concerning the dispersion of data through door to door service or by calling is suppose to be finished only in typical business hours so that the customers can furnish their time and solitaire in learning about the new product. Further moral affair that can come across are pigeonhole which display that using that commodity will make up happy customers and they don't be happy if that person don't buy the product.(Wilson, 2010)


Tommy Hilfiger could answer to moral affair if they consider moral policies as an essential portion of their marketing program.

Ethics regarding price: The company is suppose to assure a invariant pricing policy by not ominous unneeded cost on the product afraid.

Ethics regarding product: The company should assure that it promotion on only that characteristic that it integrated its product line.

although advertisement it should assure that is not paying a high amount to the advertisement institution to exhibit their adds in precedence to other contender and they have rigorous plan of action not to link up to the expected purchaser after business hours. For it they should assure that abstraction devices used for interaction are left in the office while departure.(Sadjadi, Ghazanfari and Yousefli,  2010)


Integrating consumer morality in a marketing plan regard not to do any enactment that iraises social poverty, inequality and assist child labour. For a institution like Hilfiger it is very essential to believe consumer ethics as it is a implanted brand and any ambiguity can downgrade its picture, like it should deflect the use of imperceptible messaging which concern using texts to wield customers, exploiting social inflection should not be done which immediate the thinking of a society in a pessimistic way like in the case of Tommy it consider viewing that women are only attracted if a men wear branded clothes. Component on some assailable audience like wearing that brand in  a specific age group can arose in inferiority convoluted in them(Taghian,  2010)


For the most part from the above document it can be terminated that a legitimate marketing program is very essential for a specific business in command to excel in a distinct line of the product(Hollensen,  2015). For a company such as Tommy Hilfiger circumstance should be conferred on using the recent techniques of marketing abiding in mind the organizational aspirations with steps to get over the several obstructer in marketing plan. overhead all moral issues is suppose to not be unmarked by conceptualizationof the marketing objectives.

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