H&M Marketing Strategy | Report

Added on - 28 May 2020

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Running Head: Marketing strategyMarketing StrategyH&M (Hennes & Mauritz)
Marketing strategy1Executive SummaryHennes and Maurtiz or better known the brand H&M is a leading fashion retail brand across theglobe with presence in over 62 countries. The brand is renowned for its extensive presence, highquality products, in store ambience and reasonably priced offerings. This report has laidemphasis on the marketing strategies adopted by the company and how these marketingstrategies have changed over a period of time.Due to advent of globalization and digitization the company has switched to social mediamarketing, digital marketing as well as worked upon enhancing user generated content and itsown social listening skills. The brand consistently ties up with leading designers and celebritiesto promote the brand and enhance its consumer base. There are various opportunities for thebrand’s further expansion especially by expanding further onto online platforms as well asentering many emerging economies of the world like Asia, South Africa and remote parts ofEurope. The brand has been a success story and continues to leave a significant mark on thefashion world.
Marketing strategy2ContentsExecutive Summary.........................................................................................................................1Introduction......................................................................................................................................1Know the Brand – Marketing Mix of H&M....................................................................................2Product.........................................................................................................................................2Place.............................................................................................................................................2Price.............................................................................................................................................2Promotion.....................................................................................................................................3Promotional strategies.....................................................................................................................3Previous........................................................................................................................................3Email marketing.......................................................................................................................3Celebrity marketing..................................................................................................................3Mobile Marketing.....................................................................................................................4Current.........................................................................................................................................4Digital Marketing.....................................................................................................................4Fashion events..........................................................................................................................4Social media marketing............................................................................................................5Overcoming bad publicity...............................................................................................................5Retail channels.................................................................................................................................5Manufacturing..............................................................................................................................6
Marketing strategy3Design and production.................................................................................................................6Technological integration............................................................................................................6In-store environment........................................................................................................................7Brand USP.......................................................................................................................................8Tie up with designers...................................................................................................................8Wide variety of clothes................................................................................................................8Future opportunities.........................................................................................................................8Expansion in online portals..........................................................................................................8Expansion in emerging economies..............................................................................................9Recommendations............................................................................................................................9Conclusion.....................................................................................................................................10References......................................................................................................................................12
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