Digital Marketing Plan - Hennes & Mauritz.

Executive Summary
The intent of this report is to represent a digital marketing plan for one of the well-known
fashion brands of Swedish that is Hennes & Mauritz. The focus on the report is on identifying
the appropriate digital marketing strategy that the company can use to target its customers
over a digital platform. To do so, the report has presented the micro and macro environment
analysis which reveals that the fashion industry is becoming competitive due to quickly
changing fashion trends. Besides this, to operate smoothly the business on the digital
platform, the company has to follow the legal regulations of the platform and have to be
updated on the changing trend in the market. The report has also highlighted some of the
objectives for the company that it has to achieve over its digital platform. The objective of
attracting 50% of the physical customers on its online interface can be done by adopting the
strategy of remarketing to the existing customers. In addition to this, to increase brand
visibility on social media, the company can focus on video content marketing.

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Table of Contents
Introduction................................................................................................................................3
Macro Environment................................................................................................................3
Social Factors......................................................................................................................3
Environmental Factor.........................................................................................................4
Technological Factor..........................................................................................................4
Ethical and Legal Factors...................................................................................................5
Economic Factor.................................................................................................................6
Micro Environment................................................................................................................6
TOWS Analysis..................................................................................................................6
STP Analysis (Segmentation, Targeting. And Positioning)...................................................8
Segmentation......................................................................................................................8
Targeting.............................................................................................................................9
Positioning..........................................................................................................................9
Objectives of Hennes & Mauritz............................................................................................9
RACE Model........................................................................................................................10
Recommendation of Digital Marketing Strategy.................................................................11
Objective 1........................................................................................................................11
Objective 2........................................................................................................................12
Marketing Mix for attaining the objectives..........................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................15

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Introduction
The aim of the report is to present a digital marketing plan for Hennes & Mauritz Company
to identify the justified digital marketing strategy for the company such that it can acquire
customers online. This report is comprised of analyzing the main areas of the environment of
the digital marketing, for recognizing the key digital strategic options available for Hennes &
Mauritz Company that can focus on augmenting the online customer acquisition. After this,
the report is providing two digital marketing objectives for the company that focuses on
enhancing the customer acquisition by the social media marketing. In the end,
recommendations are being provided related to the strategy of digital marketing for the
selected company.
Macro Environment – PESTLE Analysis

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Political Factor  Foreign investment in Malaysia has ranged from USD 9 billion
to USD 12 billion since 2010, making Malaysia one of the
highest beneficiaries in that area of FDI, but in 2018 levels of
FDI levels have fallen to USD 8.09 billion; lowest since 2009,
while the rest of the country has recovered generally (UNCTAD
World Investment Report 2019).
Economic
Factor

Social Factors  As per the analysis, in the year 2019 social shopping is the
buzzworthy trend and is considered to be the new way for the
eCommerce brand to vend their services and products online.
There are around 60% of the people who get to know about the
product on Instagram. Besides this, 30% of the consumer use
platform of social media such as Instagram, Snapchat,
Facebook, or Twitter. In addition to this 74% of the people
purchase by a chatbot on social media (Add This, 2019).
 This reveals that today customer is majorly making use of the
internet to purchase clothing which shows that it is significant
for H&M Company to market the product on different social
media and online sites to attract customers and influence them
to purchase the product.
Technological
Factor


4
Ethical and
Legal Factors

Environmental
Factor
 .

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Micro Environment – TOWS Analysis
TWOS Analysis
In order to highlight the relationship between all the aspects this TWOS is being presented by
taking into consideration the case of Hennes & Mauritz.
TOWS Opportunities (O)
1. Opportunity to expand
on the e-commerce
platform by the use of
social media.
2. Flourishing market for
international brands
Threats (T)
1. Intense competition
from brands like Zara.
2. Presence of H&M on
social media platform is
not satisfactory.
Strength (S)
1. Extended operations
across the world.
2. Strong relationship with
suppliers creating strong
supply chain.
SO (Maxi-Maxi Strategy)
1. To adopt the digital
marketing strategy under
which it can expand its
operations over social media
platform and target its
existing target base.
2. Marketing development
strategy can be adopted in
order to target flourishing
markets with the use of
strong supply chain.
ST (Maxi-Mini Strategy)
1. Market penetration
strategy can help in
increasing the promotion
intensity in the existing
market to entice existing
customers which will help in
giving the competition to the
rivals.
2. With the market
penetration company can
focus on marketing its
services over social media
platforms and can provide