This document provides a critique of Tommy Hilfiger's direct marketing campaign, including an analysis of the offer, creative, segmentation of markets, and conclusion. The campaign aims to increase customer reach and loyalty through targeted marketing tactics.
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Campaign Critique: Introduction: TommyHilfiger,acompanyfoundedin1985,formerlyknownasTommyHilfiger Corporation and Tommy Hilfiger Inc., is a premium clothing company of America. Their mission is to be the most sustainable designer, through its unique characteristic of creating products, managing operations, and connecting with their members and stakeholders. The members will get the priority of being notified about their exclusive offers, promotion of variouseventsandpartiesthatareconducted.Themembersreceivetheirexclusive promotions or offer through their registered email addresses respectively (Tommy Hilfiger, 2019). The CRM of the organization needs basic information while filling up the membership form, like, name, address, email, and birthday (Doyle and Moore, 2018). The Offer: This accounts for 30% of the result of the campaign. The offer provided by the store is that the customers will get 50% off on the entire store (conditions apply) but there has been an additional benefit that can be enjoyed by the members with the prevailing offer, i.e., $30 off on the purchase of above $100 and $50 off on the purchase of above $150(Tommy Hilfiger, 2019). There are eight components for creating an offer as described in Chapter 5. Some of them are: ●A clear narration of the created story ●Reliable framework for content creation ●Effectiveness of writing ●Measuring and analyzing the content The call to action for this offer is definitely going to be positive for the members as they are enjoying the drastic reduction of prices based on the offer. The Creative: The final part is the Creative for a direct mail campaign. There are various rules for constructing a mail that denotes or looks like a male piece. The company has to pay the promise that has been stated in the offer. By providing an easy way to respond, the campaign becomes very easier for everyone. The creative was perfectly in line; thus, it convinced the members to entertain the offer and enjoy it(Zentes et al., 2017). Despite the additional benefits enjoyed by the members of the company, the campaign attracts other customers as well, as the company is providing enough discounts for them. Segmentation of markets: In accordance with the received marketing piece, there can be three marketing segments. Page |1
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●Retail outlets and departmental stores: Tommy Hilfiger possesses one of the largest distribution channels. They have one thousand four hundred free retail stores, which has been the most attractive business tactic. They have several departmental stores and fifteen thousand staffs working effectively, which has been the core strength of the company. ●Upper-class section of the society: The leading cool style brand, Tommy Hilfiger, targets the upper-class section of the society, for whom, price does not matter. The introduction of a premium pricing strategy in the marketing strategy has been the major ground of profit for the company (Smilansky, 2017). ●Tie-ups with other shopping portals: It has set various tie-ups with numerous shopping portals for selling its products. This helped the company to reach new customers and create new stakeholders and members. Conclusion: Tommy Hilfiger, with this kind of direct marketing campaigns, increases the reach of satisfied customers, thus gaining their loyalty. Bearing the brand image of a premium and attainable brand, the company has been reaching new heights. The implementation of various new and smart tactics regarding marketing has played the role of a catalyst in the path of success of the company. Page |2
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References: Doyle, S.A. and Moore, C.M., 2018. Luxury Brand Outsiders: Understanding the Success of British and American Luxury Brands. InGlobal Luxury(pp. 65-86). Palgrave, Singapore. Smilansky,S.,2017.Experientialmarketing:Apracticalguidetointeractivebrand experiences. Kogan Page Publishers. Usa.tommy.com 2019.Tommy Hilfiger® United Kingdom | Official Online Shop. [Online] Available at:https://usa.tommy.com/en/[Accessed 27 May 2019]. Zentes, J., Morschett, D. and Schramm-Klein, H., 2017. In-store Marketing. InStrategic Retail Management(pp. 327-350). Springer Gabler, Wiesbaden. Page |4
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