Individual Market Report and Proposed Integrated Marketing Campaign for Desklib

This report analyzes the market sector, brand within the sector, and proposes an integrated marketing campaign for Desklib, an online library for study material. It includes key external influences, marketing trends, segmentation, targeting, positioning, and competitors.

Individual Market
Report and Proposed
Integrated Marketing
Campaign

Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................5
The market sector............................................................................................................................5
The Brand Within the Sector...........................................................................................................8
4 Integrated Marketing campaign..................................................................................................12
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

EXECUTIVE SUMMARY
Integrated marketing is known as the strategy which helps in delivering the holistic message for
the better functioning of the marketing channels which is used by the business. This marketing
also reduces the risk as using this kind of marketing has various benefits as this helps in reducing
the cost and also gives value to there customers and this also gives an better customer experience
to there customers. As for the better and effective segmenting the market for the marketing
campaign as this plays a vital role and this can be done by using various approaches and
strategies and this also helps in attaining the organisation aim and goal of the business as this
also helps in promoting the business through various marketing techniques and strategies. This
report is basically about the brand name Hugo Boss as this helps in operating all products related
to clothing of women and mans wear. This report also involves the analysis of marketing and this
also involves there marketing trends and the factors related to the external influence and this also
involves the third USP competitors. This report also involves the research of the secondary data
and this also highlights various kind of problems which is related to the strategy and approaches
which is used in marketing for the better engagement and this also overcomes the issues relates
to the strategies. The limitation of this research can be related to the cost and the expenses which
is related to research in order to use various sources and this can be either company website,
library, Google and various internet sources. As these methods also helps in reducing the cost
and allows better functioning of the business and this also there are various sources by which
data can allocate in an effective form. This report also involves the organisation key performance
indicator in financial basis and this report also involves STP and the competitors of the business.
This also involve the pricing, product and place of the business. This also includes the
analysation of SWOT In the report. This also has the analysation of marketing tools which
involves direct, content, digital and affiliate marketing. This also involves promotional activities
and the marketing plan related to the same. These topics are explained in the report.

INTRODUCTION
Marketing is known as the management process as this helps in anticipating, identifying and this
also helps in satisfying the requirements and needs of customers in an effective manner as this is
important to be managed in the business as this can help in making the business operations easier
than before. This report is about Hugo Boss as this was founded in 1924 and its headquarter is
located in Metzingen. This organisation basically sells the products like fragrances, clothing,
footwear and accessories. This report involves the marketing sector of the business and this also
involves brand with the sector and this also involves the integrated marketing campaign. The
analysation of this report is described below.

TASK
The market sector
Market sector is known as the part of economy and this is wider than industry and by the
merging of two industries can for an market sector as the stock market and all the similar related
things are divided in marketing sectors and this also has distinguished in various types and that
government, utility and corporate(Mikkonen 2019). As there are basically four sectors in the
market sectors and this involves primary sector, secondary sector, tertiary sector and quaternary
sectors. As Hugo Boss comes under premium segment of the market sector as this is an well-
known and organisation with high goodwill and this organisation also uses the differentiated
strategy which helps in better positioning of the business and this also helps in segmenting
various parts of the business. This business also has an royalty income as with the licenced and
the market share has increased of this business by the making the collection of the organisation
effective and this involves basic step as technical product development, pattern design and this
also involves designing of product. This is known as the fastest growing industry and this
organisation is also making strategies in order to entre in India in order to lead the economy of
the business.
Current market analysis
Hugo Boss has the high market share and growth in the industry and this helps in leading with
the other competitive organisation and for balancing the current marketing analysis as this
business is mainly focussing on retaining the pricing of the products. This company is using
various strategies in order to maintain and change the pricing of the product which can increase
their level of profitability and producibility in the business. This business is using various
probing and advertising activities which is helping the organisation for expanding the customer
base of the business(Alassi Ellabban and Bañales 2018 October). They basically do the testimonial
bases and this marketing is done for attracting the customers and influencing them for buying the
products and services of the business and in this also the premium and loyal customers about the
clothing, fragrances, footwear and accessories. As this organisation also has a huge competition
in the market which is resolving and sustaining by using various approaches and methods of the
business. The main competition of this business is Burberry, Capri and Ralph Lauren. As due to

the high competition in the market is reducing the profit of the business and this is also creating
an medium group of the income.
Key external influence
PESTLE
Political factors
These are the factors which can impact by the political regulations which is imposed by the
government as there are various practices that can impact on Hugo Boss as due to the change in
the regulation of the country market entry organisation can also manages in the local market. As
the government policies by UK is improving investment method of the sector and this also
impacts in the changing policies of the business and this also helps in attaining the goals of the
business.
Legal factors
Legal factors can also impact the business as this impacts in the limiting spending of the
customers for any product or services as by not getting income friendly effects there sentiments
and this can also effect the behaviour and choices of the customers. By the increasing rate of the
inflation can impact in the economy and the pricing of products of the Hugo Boss(Mushinada
2020.).
Social factors
These are the factors which can be impacted due to the demographic changes in the society and
by the changes in the choice of trend in the industry as this can impact in the business activities
and there operations. As for this company each gender role is attracted toward the products of
this company and ready to pay a huge amount for there satisfaction. As this company also creates
the products which helps in enhancing the customer base in the industry and customers are also
showing the leisure interest on there products.
Technological factors
These are the latest technological advancement which makes the huge difference in the business
and this also sparest the organisation from the customer base and also gives an competitive
advantage to them. As Hugo Boss has empowered all the supply chain and the suppliers of the
business and this also helps in better promotion and expansion of the business in an effective

manner. As for the development and research of the change in the business has spending their
organisational resources for the better and developed solution(Susman 2020).
Environmental factors
These are the factors which can impact positively and negatively to the business and the
environment as this organisation follows all the environmental measures which can helps in
being an sustainable organisation with the high goodwill power In the industry as they also
follows the environmental and security standards which gives benefits to the business. This
organisation also reduces the carbon footprints in the business and also secures the organisation
from the waste management of the business and this also helps In making it an environmental
friendly organisation.
Legal factors
These are the factors that can impact the business in their legal terms as this can also benefits the
business In attaining the aims and objectives of the business. This organisation follows all the
safety and health norms in an effective manner to meet that norm and to attain the organisational
aim effectively. As there are various business laws which is important to be followed by
expanding the business globally as each country has their own terms and conditions regarding
the rules and regulations of trade(Roth and Shorrer 2021).
Marketing trends
As marketing trend is the important part to be considered in the fashion industry as with the
following of the trends the changes is made in the organisation and there marketing strategies as
this also helps in analysing the changing needs and requirements of the business. As because of
the changing trend the competition Is increasing in the market and this is also affecting the
business and this can be analysed by various forms which is presented in the industry as this can
be analyse by the surveys and research are the professional methods to analyse all the changing
trends in the industry and this also involves various ways of attracting the fashion of the business
and this can also be done by collaborating the business in the form of live streaming,
customization, innovation, social media give way and this visual commerce. This factor is
analysed in Hugo Boss for increasing the customer base and for also expanding the market share
of the business in an effective manner(Kumari Chandra and Pattanayak 2019).

The Brand Within the Sector
3.1
Hugo Boss is the organisation which is styled as the Boss and this is known as the luxury fashion
house which is styles as a German and this is founded in 1924 and its headquarter is located in
Germany. This company has the products like fragrances, clothing, footwear and accessories.
This organisation is known as the largest clothing company of clothing. As after the world war
Hugo Boss has started making the men’s suits and this also went public and later it also
introduced the fragrance line of product at the same year and after this slowly they has also
added the women’s and the diffusion and the full collection and this is also evolved for the
global fashion house(Saif and Khadem 2020 September). This company was also operated with
two partners. The mission statement of the organisation is to increase the desirability of the
products and the brands which is in the retailing industry and also in the outlets and the store of
the organisation. This organisation values is “quality, passion, innovation, respect and
cooperation”. As this is the way for providing the best products to their clients or customers for
increasing the customer base and sustaining in the business. This company has the products
which are sportswear, shirts, raincoats, jackets and working clothes.
3.2
Unique selling proposition
As Hugo Boss is an luxury company of Germany and this is an fashion brand and this is with the
products of shoes, clothes and the perfumes.
3.3
As this organisation has the main aim of sustainability and this helps in increasing the value of
customers and the organisation as in the internal management system as this describes and focus
on the business operations and functions and this also manages the investment and the cash flow
of the business and this balances it on the long term basis. As there are basically four key
performance indicator which is used by Hugo Boss analyse and evaluate the performance of the
business operations and these are sales, Trade net working capital, EBIT and capital expenditure.
As with the increasing sales of the business can operate the income and this also manages the
income and expenses of the business in an effective manner(Madaan and Shrivastava 2020.). As

this organisation mainly focuses on the implementation of the various strategies and this also
explores the growth opportunity of the business and this also increases the flexibility of the
business for managing the business operations. This also maintains the sustainability of the
business and this also gives high productivity and profitability level of business. This also
increases the sales growth of the business and this mainly focuses on profit and loss statement of
business and this is also an performance indicator of the business and this also helps in the
business operation of the business and this also grows the organisational structure. As the
management and the inventories are the main part of the business and important to be considered
and this also manages the trade payables and this is an profitable growth of the business and in
this compensation is also the management of the business and this also focusses on innovation
and this is also help in modernising.
3.4
Segmentation
As the business industry is segmented in various category as this involves macro segmenting,
price based segmenting, luxury segmenting etc. As this organisation also involves the product
end users for the segmentation and as Hugo Boss has segmented it to the high class society and
the individual who goes with the trend. This can also be done in the form of pricing as this
involves the customers willingness to pay for there organisational product and they also has to
move with the trend(Shiva Nandhini Bari and Pradip 2020).
Targeting
Hugo Boss targets the customers who has high income profile and there are also fashion
conscious and they are also considered about there styling methods and this is considered as the
important element as this also expresses there personality effectively as they has targeted there
market at per the demographics and the surveys regarding the same as this also helps them in
focusing of the trends changing of the targeted market in an effective form.
Positioning
As brand positioning is an main element of the brand strategy as this usually describes and places
the product and the price according to the segmentation and the targeting of the market share and
Hugo Boss usually positions there product according to the strategies and segmentation of the

business in an effective manner for the better results and this also helps in the better functioning
of the business operations(Jiang Zhao and Pan 2022).
3.5 Key competitors
As per the changing and evaluating trend in the business there are many competitors in the
industry and they has the huge goodwill and market share in the business so therefore it is
important for the business to remain sustainable by using effective strategies and approaches as
this can give an competitive advantage to the business and also gives benefit for the better
growth and expansion of the business. The analysed business competitors are Chanel, Burberry,
Prada, Louis Vuitton, Versace, Gucci, Zara, Christian Dior.
3.6
Product
As Hugo Boss has the premium quality and expensive products and they are also luxury and
considered as luxury brand. As has various categories in the business and this involves clothes
which has the collection of women and men. They also has the variety of fragrances and this is
an premium quality of perfumes and with an wide range and stylish bottles. There products also
involves various accessories and this has the customised belts, wallets, shoes and belts(Gowen
2019).
Price
As the pricing strategy of Hugo Boss is designed according to the premium customers and they
uses various strategies for serving the segment of the customer base as this organisation
product’s desirability is also important and they sets the value which there premium and luxury
customers are desired to pay for their living and this brand do not compromise on there pricng
and also runs sales and discounts in the industry.
3.7
Place
As this is the highly known as highly expanded market base and customer base in the market and
they also has the high goodwill and reputation in the market. Hugo Boss sells there products in

the prime locations and at the global level as they only targets the high class and high income
society of the industry. They are serving more than an count of 100 countries at global level and
they are mainly targeting the location of Mega mall and the high class boutiques(Rosso Nasir
and Farhadloo 2020.).
3.8
Search engine result page
3.9
SWOT
Strength

Hugo Boss has various strengths as they has the diverse portfolio of product as they has the
unique look and this also has high reputation and the goodwill of the organisation and they also
has the wide network of distribution as they are selling in more than 100 countries. The also has
the strength and has clear differentiation of products in the market. The business also has the
brand loyalty and mainly targets the high-income customer base.
Weakness
Hugo Boss has a high pricing and this is the weakness of this business as this limit there market
and not everyone can afford there products easily. They are also over dependent on there
designers on making of the new designs and the designer department and they also gives the high
cost on the advertising and sometimes there ads also do not make any sense(Naraine, Pegoraro,
and Wear, 2021).
Opportunities
As this organisation has many opportunities in the industry as they can influence and can also
change there customer preference by increasing the demand of the products. As they can also
grow and expand in a unique way which can attract the customers and also helps in expanding
the business effectively and this can also increase the demand of the customers.
Threats
As they has the threat in counterfeiting as there are various cheap store who sells the copy of the
products for fulfilling the requirements of the customers. As there is the high competition in the
industry and this also impacts in the competition advantage of the business and these rivalry
involves Versace and Christian Dior.
4 Integrated Marketing campaign
Hugo Boss has introduced an marketing campaign for there brand awareness for there producsts
and services by multichannel and this can be sone by mobile media campaign(Lo, and Fang,
2018). As this campaign is created for the better promotional techniques and this can also benefit
in various marketing strategies and this is mainly targeted for being unconventional and
independent for the better mobile marketing and this can also create partnership with the
organisation Starcom as this has benefited this organisation for the better growth and expansion
and this also helps in building better engagement and this can also build communication and
relationship with other organisations. As there marketing strategy is required to be most effective

and according to there targeted market as this can helps them for gaining an competitive
advantage and this can also helps in increasing the level of profit in the business. This can also
be stated by an launch of mobile application and this can be easier for the customers for
connecting effectively. This also helps in raising awareness for every launch product and this can
also create personalities and mind setup of new product line or there services. This can also be an
global campaign for targeting the huge market base for the better productivity of business and
this can also be done by various promotional activities and advertisement and this can also
involve the posters for promoting at global level. As this campaign will mainly target the high
class society and customers for the better results and this can also done in an innovative manner
for raising the awareness of the bran d effectively. This market campaign can also benefit the
organisation and can also give sustainability to them and can also impact in there promotional
activities In many ways and this also involve various marketing strategies that is described
below.
4.1 Content marketing
As content marketing is known as the strategic approach of marketing and this can also helps and
focus on distributing and creating consistent content, valuable and relevant content as this can
also helps in attracting and retaining there defined audience and this also gives and customer side
advantage and profit and this also helps in increasing there customer base effectively. There are
mainly four reasons which can be used for enhancing the content marketing and that is this helps
in increasing the sales of the business and this can also helps in reducing the cost of business.
This can create more loyal and potential customers of Hugo Boss and this also considered as an
profit centric approach for the marketing campaign(Xu, and Zhou, 2020). In this the marketing can
be done through promotional video of the product and this can also be done by Tv ads as this can
helps in better promotional activities and this can also be done by online sources.
4.2 Digital marketing
Digital marketing is known as the online marketing and this is the main source of connecting
with there targeted markets and this can also benefit in connecting and collaborating with
different brand for fulfilling the requirement of marketing campaign. This can be done by the
digital communication and other mediums of communication which can result helpful in

connecting with internet. As this marketing campaign is required to build the connection online
for the better results of the strategies as this can done in the form of advertising and
communicating as content writing is also one of its forms. This can be done by mobile marketing
and this can also be done by creating a page on social media as this can help in better
engagement with the customer base of Hugo Boss.
4.3 Direct marketing
As direct marketing is known as the marketing method and this relies on the direct
communication and this also helps in the distribution of the individual consumers and this do not
uses the any third party like social media and any other campaigns as this basically eliminates
middleman and this can be used as the advertising media. Call to action is known as the main
part of direct marketing and this is also useful to the better direct response to the marketing
campaign of advertising. As there are various strategies which is used in customer relationship
management for making it effective as this can be done choosing the best medium of interaction
as this is the way of providing the better information to the customers about the products and any
new product line related. As this also involves training of employees for fulfilling the
requirement of customers in an effective manner. As this is important in an marketing campaign
to make the voice of the brand and this also involves connecting through mail and visualising
with customers(Heydari, and Mosanna, 2018).
4.4 Affiliate marketing
This is the way of promotion other organisation product and this is done in return of the
commission on the generating sales as this in there kind of marketing the commission of sales is
fixed. This is used by Hugo Boss for reducing there marketing cost and this is also easy to scale.
As this organisation is connected with the bloggers and they build there content and promote
them for the better utilisation of resources and in an effective manner. This can also be done by
collaborating the brand with outreaching people which attracts the customer most about the
products and this can also be done by creating a website for knowing about the organisational
products.
4.5 PR activities

Public relation activities are known as the communication life cycle and this is also done to
identify and helps in building relationship and this also helps in influencing the conversion and
this also make the competitors and uses social media for the better broadcasting it and this can be
done by external commination and internal communication as this can also be build by media
relations. This also involves the paid advertising and promotional activities through launching an
event for the better results and this also involve by celebrity influencers.
4.6 Marketing plan
As marketing plan involves all the factors which involves the scheduling of the various
marketing activities but in an appropriate timeline and structure with proper dates as this also
involves the planning of various strategies and financial plannings which is related to the
marketing campaign of mobile marketing as this can be done by using effective measures like
with connecting with various communicative strategies and this can be more effective by doing
effective planning and procedures for the better results and this can also helps in attaining
organisational goals and objective(Algie, and Mead, 2019).

CONCLUSION
This report has concluded that marketing basically is known as persuading, selling and
influencing all the business activity in an effective manner as this is the way of influencing and
promoting the organisational products and services In front of customers. Marketing also helps in
the distribution and the production decision making process. This is the process which can helps
in building the customer base of the business and this can also build there engagement as this can
result beneficial for the organisational success.

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