MARKETING STRATEGY OF TOMMY HILFIGER
INTRODUCTION OF THE COMPANY The Tommy Hilfger br!" #$ l%!&he" i! '()*+ Tommy Tommy i$ r!ge o, &lo-hi!g "e$ig!e" "e$ig!e" -o bri!g .Ameri&! &l$$i&$ #i-h -#i$-. -o &o!$%mer$
Tommy Hilfger #$ bro%gh- -o I!"i -hro%gh /oi!- 0e!-%re be-#ee! -he M%r/!i Gro%1 !" -he Llbhi Gro%12 #hi&h o#!$ -he .Ar0i!". br!"+ Clle" Ar0i!" M%r/!i 3r!"$ Pri0-e Limi-e"2 -he /oi!- 0e!-%re h" e!-ere" i!-o li&e!$i!g greeme!- ,or mr4e-i!g !" "i$-rib%-io! o, Tommy Hilfger 11rel i! I!"i+
AM3 i!-ro"%&e" -he Tommy Hilfger me!.$ $1or-$#er2 me!.$ /e!$#er !" /%!ior$. /e!$#er &olle&-io!$ i! ,ree$-!"i!g $1e&il-y $-ore$ &ro$$ &o%!-ry i! $1ri!g 5667+ Tommy Hilfger I!&+2 -hro%gh i-$ $%b$i"irie$2 "e$ig!$2 $o%r&e$ !" mr4e-$ me!.$ !" #ome!.$ $1or-$#er2 /e!$#er !" &hil"re!$#er %!"er -he Tommy Hilfger -r"emr4$+ I-$ 1ro"%&-$ &! be ,o%!" i! le"i!g "e1r-me!- !" $1e&il-y $-ore$ -hro%gho%- -he U!i-e" S--e$2 C!"2 E%ro1e2 Me8i&o2 Ce!-rl !" So%-h Ameri&2 91!2 Ho!g Ko!g2 A%$-rli2 !" o-her &o%!-rie$ i! -he Fr E$-+
O39ECTI:ES ; To re0ie# -he 1re$e!- $--%e$ -he Tommy Hilgiger < A!ly=e i-$ &o!-rib%-io! -o -he e&o!omy+ ; To &ri-i&lly e0l%-e -he e81or- 1er,orm!&e o, I!"i! grme!-$ o0er -he yer$ !" i-$ $hre i! -he globl -r"e i! &lo-hi!g+ ; To e8mi!e i! "e-il -he US $ mr4e- ,or &lo-hi!g !" I!"i>$ &%rre!- 1er,orm!&e i! -he mr4e-+
METHODOLOGY ADOPTED Me-ho"ology "o1-e" &o!$i$-e" o, e81lor-ory re$er&h i!i-illy2 ,ollo#e" %1 by ?%e$-io!!ire "e$ig!+ L$-ly2 mr4e-$ re$er&h #$ "o!e i! -he ,orm o, ?%e$-io!!ire$ ,ollo#e" by -he !ly$e$ !" $%mmri=-io! ; E81lor-ory re$er&h ; @%e$-io!!ire "e$ig! ; D- &olle&-io! -hro%gh i!-er0ie#$ !" mr4e$%r0ey$ ; D- !ly$i$ !" $%mmri=-io!+
@+ A!!%l i!&ome o, 1er$o! A!$ +
No of respondents (50 persons) 56 '* '6
Serie$ '
* 6 3elo# '6 l4h
'6 -o 56 l4h
56 -o B6 l4h
bo0e B6 l4h
•
Interpretation i, #e $ee -he "- !" gr1h #e &me -o 4!o# -h- #i-h m/ori-y 5 1eo1le$ lie$ i! * '6 l4h$ 1er !!%m $lry gro%1 by #hi&h #e &! !ly=e -h- -he$e re &1ble o, b%yi!g -he 1ro"%&- + A!" #e m%$- ,o&o%$ o! &o!$%mer #ho$e $lrie$ lie$ i! '6'* l4h$ #e m%$- &o!&e!-r-e o! -hem ,or $elli!g -he 1ro"%&-+
@+ #hi&h ,orm o, &lo-h "o yo% 1re,er A!$+
No of respondent(50) 56 ') ' '7 '5 No o, re$1o!"e!-*6
'6 ) 7 5 6 $hir-$ /e! T$hir-
@+ i, yo% #er -$hir- /e! 2ho# o,-e! "o yo% #er i- 1er #ee4
' '7 '5 '6 ) Col%m!'
7 5 6 o!&e T#i&e Thri&e Dily
@+ &-egory o, T$hir-/e! yo% #er -he mo$-
Chart Title Col%m!'
5B
&$%l #er
5J
A&-i0e #er
@+#h- --r&- yo% -he mo$- #hile yo% b%y -$hir-/e! A!$+
No of respondent (50)
B
B5
B6
?%li-y o, m-eril "e$ig! !" &olor f--i!g 1ri&e
B*
@*+Ho# o,-e! "o yo% b%y ,rom Tommy Hilfger A!$+
No of respondent (50) ') ' '7 '5 '6 ) No o, re$1o!"e!- *6
7 5 6 #ee4ly
Mo!-hly
@%r-erly hl, yerly
!!%lly
Interpretation
I- i$ &lere" ,rom -he bo0e "- -h- mo$- o, -he &o!$%mer b%yi!g hilfger>$ 1ro"%&,-er mo!-hly g1 1erio" + &om1!y !ee"$ -o ,o&o%$ o! $%&h &o!$%mer #ho my b%y 1ro"%&- o! ?%rler-ly b$e$ #i-h -he hel1 o, $le$
@+ #hy #o%l" yo% li4e -o $#i-&h o0er -o o-her br!" A!$+
56 ') ' '7 '5 '6 ) 7 5 6 Pri&e ?%li-y 3r!" De$ig!
@+ i, yo% li4e T$hir- -he! i! #hi&h ,orm "o yo% 1re,er -hem A!$+
No of respndent (50)
1li! logo "e$ig!er
SUGGESTION •
•
Te&h!ology The -e&h!ology 1re$e!-ly ,ollo#e" by lrge !%mber o, $mll %!i-$ #hi&h &-er -o bo-h "ome$-i& !" e81ormr4e- i$ 0ery -r"i-io!l !" "oe$ !o- mee-he !ee"$ o, -he i!"%$-ry+ H%m! Re$o%r&e De0elo1me!- There i$ !ee" ,or $-e11i!g %1 -ri!i!g i!$-i-%-io!$ -o im1r- -ri!i!g -o -he 1er$o!!el ,rom -he $ho1 oor le0el i! -he o1er-io!l ,orm -he l-e$$--e o, -he r- high $1ee" 1ro"%&-io! m&hi!e$
CONCLUSION Grme!- m4i!g h$ !%mber o, $mll -o lrge 1lyer$+ Lrger &om1!ie$ e81!"i!g &1&i-y r1i"ly+ Mo$- h0e F%ll P&4ge &1bili-y+ Lrge !%mber o, re-iler$ - -he ,ro!- e!"2 -ho%gh o!ly ,e# re big rel-i0ely+ Time &o!$-ri!- D%e -o -ime &o!$-ri!-$2 i!1%-$ re !o- -4e! ,rom re-iler$+ Al-ho%gh i- i$ ,el-h- i- h$ !o- e&-e" -he $-%"y b%- $%&h i!1%-$ migh- 1ro0e %$e,%l +
THANK YOU
