Principles of Marketing for Hobbs Limited

This article discusses the marketing analysis of Hobbs Limited, a London-based women's clothing brand. It covers the marketing mix, including 7P's analysis, segmentation, targeting and positioning strategies. It also includes consumer behavior analysis and the importance of market research for the brand. The article concludes with recommendations for the organization.

Running Head: Principles of Marketing
Principles of Marketing

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Contents
Introduction.................................................................................................................................................1
Marketing Mix.............................................................................................................................................1
7P’s..........................................................................................................................................................1
Segmentation, Targeting and Positioning................................................................................................3
Consumer behavior Analysis.......................................................................................................................4
Importance of market research of brand....................................................................................................5
Recommendations.......................................................................................................................................6
Conclusion...................................................................................................................................................6
References...................................................................................................................................................6

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Introduction
Hobbs is a women’s clothing brand which was originated by Hampstead in the year 1891. The
company is a London based company which serves now their women products in United States
and Germany as well. Further it shall be noted that Hobbs is a well-known brand which has its
stores in 55 countries worldwide. The company is serving clothing products to women of middle
age. So it shall be noted that Hobbs focus on targeting the customers of middle age and older
than that.
Further in the year 1994, the company also purchased an Italian Shoe Factory in Porto San
Giorgio. The company produced 700 pair of shoes in a day and it employed 41 artisan shoe
maker in their company. The below-mentioned task discusses about the marketing analysis of
Hobbs limited. The task discusses about the marketing mix of the organization which includes
7P’s analysis and segmentation, targeting and positioning strategy of the organization to target
the right customers in the market and increase its sales (Bloomberg 2017). Later consumer
behavior of the target market customers is analyzed in the organization so as to get a view about
the mindset and taste of the customer present in the market. Also it is very important for an
organization to initiate the marketing analysis as it helps them in planning and implementing
strategies according to the demand of clothes present in the market. Further details about the task
are discussed below:
Marketing Mix
7P’s
Talking about the marketing mix, it shall be noted that 7P’s analysis in marketing mix refers to
the analysis with the help of an analytical tool which helps the organization in including all the
features of the organization and providing effective services in the target market and gain
competence. Further the marketing mix of Hobbs Ltd. is discussed below:
Price: The company wants to attract high profile and rich customers present in the market,
resulting to which they kept the price of their clothing products high only. This process helped
the company to target the actual quality customers who will purchase the products in the market.

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The company has adopted expensive pricing range but is still affordable. Although the products
offered by the company are high priced and provide quality as well as satisfaction to customers.
The company pricing structure is around 9 pounds and the cheapest items in the company ends in
5 pounds. Also it shall be noted that the prices of the leather products in the company contain
high range according to the material inputted in it (Yeatman 2017).
Product: The product line of the company currently includes major three women wear lines and
general collective clothing that is invitations, work wear, NW3 and Hobbs London. Invitation
product offered by the company mainly includes the blazers and jackets for women; further the
work wear includes dresses and formal wear for the women. NW3 includes the casual, party
wear sweater and skirts. Other products offered by the company are shoes, dresses, suiting,
knitwear, handbag, home wear candles, accessories, skirts, jeans, jewelry (Dawes, Meyer-
Waarden, and Driesener 2015).
Place: As mentioned above the company operates its business in total 128 stores, under them
half are standalone stores and rest of them are concessions. These are mainly the house of Fraser
and John Lewis stores. The major operating activities of the company are done in United
Kingdom which includes main areas of shopping that are, Edinburgh, Wales, London and North
Ireland. Also the company operates it stores internationally which are in Dubai, Dublin and
Qatar. Also Hobbs is aiming for expansion in United States and some part of Europe. Further the
fact shall be noted that the organization is globally expanding its business in e-commerce as well.
Hobbs is serving its products worldwide through its online website. This process is helping the
organization in expansion and increasing its sales day by day (Fenwick, and Amine 2016).
Promotion: Talking about the promotion it shall be noted the organization is investing on
promoting the products through online social media and website which is adding grace to the
sales of the organization. Also the company is aiming to target the middle aged customers in the
market, so they provide them discounts accordingly to increase the satisfaction of them. In
mailing system the customers receives a discount of around 15%. Also the company promotes
their in store products and seasonal products by advertisement and sales as well. Home delivery,
shipping etc. additional services are provided to the customers of the organization to attract them
towards the products of the organization. The company organizes various meetings and sessions
under which they give goodies and snacks to customers and optimum discounts on sale as well.

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Thus, in this way the organization promotes their product in the market (Tupikovskaja-Omovie,
et. al., 2014).
People: The people employed in the organization are efficient enough to hold on to the brand
image of the company in the target market. The staff of Hobbs always greets to the customer
while entering in the mall and they help the customers to choose the right type of clothes
according to their choice and budget as well. The employees have good sense of knowledge
about the clothes due to which they suggest the customers about the apparel and the customers
also rely on their choices. In an organization if the employees have good and positive nature and
they will surely create repetition in sale which will result in growth of the company (Yu,
Ramanathan, and Nath 2014).
Process: Talking about the managerial process used by Hobbs it shall be noted that the
organization utilizes efficient refund and delivery process. The process does not harm the
satisfaction level of customers as the company is known for delivering their products on time.
There is 14 days refund policy for return and no limits on exchange in the organization which
add on to the trust of customers on the activities of the company. The company offers VAT to
foreign customers and tourists as well (Sirianni, et al., 2013).
Physical Evidences: Hobbs has normally a strong and clear store layout. The shops of the
company are easily visible from far beyond due to the logo of the company. Also the employees
are welcoming and pleasant in the store which gives a nice experience to the customers. Soft
music is always played in the background and cleanliness is there on which helps the customers
to spend more time in shopping (Wu, Chen, and Nguyen 2015).
Segmentation, Targeting and Positioning
The process of segmentation, targeting and position helps the organization to analyze the
evaluate the actual prospective customers present in the market. With help of this process the
organization can easily gain knowledge about the customer which they have to target in the
current market. Further it shall be noted that Hobbs Company create products for the middle
aged women who have high income profile in the market.
An ideal woman for the company would be a lady of 36 years age and the one who has the size
of 10-12 (according to UK size chart). The maximum size of products which the company

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produce is 10-12, resulting to which, the customer will always receive their size of every
product. Moreover the company target married women rather than single ladies. The target
customer of the company should have fond of shopping and she should shop around 700 pounds
per day. Local commute of London is more attracted towards the products of the company as
compared to other women. Further talking about positioning of the company in the target market,
it shall be noted that Hobbs is placed as a premium quality product in the market
(Diamantopoulos, et. al., 2015). The company is positioned in the middle range sector of the
company which deals in normal price range products and quality points between the competitors
as well. The company is neither that high that it cannot be afforded by any one nor it is that much
cheap that it can be afforded by anyone. As genuine leather garments are sold in the company
resulting to which the products are qualitative and earn an optimum price in the market. That is
why the company target women who have high income range and believe in purchasing the
products which have style statement in them. The below mentioned is the positioning map of the
company along with its competitors which shows the place where the company is surviving
currently (Pagla, and Brennan 2014).
(Yeatman 2017)

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Consumer behavior Analysis
Consumer behavior analysis refers to the analysis which defines the behavior of the customer
while purchasing any product in the target market. It is very important for organizations to
initiate consumer behavior analysis as it helps them to get to know the demand of the customers
on the basis of which they can change their product so as to increase its sales in the target market
(Gilaninia, Taleghani, and Azizi 2013). Further five attributes of the analysis are discussed
below:
 Purchasing power: this factor plays the major role in influencing the behavior of the
customer while purchasing a product. Before purchasing any product the consumer first
of all analyzes the purchasing capacity, this factor changes the buyer’s ability to purchase
the product. Thus, even if the product has best qualities which follows the requirements
of the customers still if the purchasing power is low then the customer will not purchase
that product. Thus, in order to retain their place the organizations need to be in the
purchasing power of the customer (Armstrong, et. al., 2015).
 Group Influencing: women mostly go on shopping in group and ask for advices from
their friends while shopping. Thus, this shall be noted as a major aspect which changes
the behavior of the customer while purchasing the products. Primary influential people
are friends and family members and then come the sale people of the company. Thus, it is
very important for the organization to initiate mass liking of their product (Huang, and
Sarigöllü 2014).
 Personal Preferences: talking about the personal level, the purchase of the product
depends on the choice and preference, like and dislike of the customer for a particular
sort of product. This factor is highly based on personal choice and influence and
intervention of no person is required in this (Hanssens, et. al., 2017).
 Economic Conditions: economic situation of the customer highly influence the choice of
the customer for the product in the market. Depending upon the economic level of the
customer and their household living, the customer prefers and purchases product in the
market. Thus, economic condition of the product also plays major role in deciding the
choice of the customer for the brands present in the market (Wang 2016).

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 Marketing Campaigns: It relates to the social factors which drive the satisfaction level
of customers in the target market. Depending upon the news and highlight prevailing in
the market, the customers get influence and purchase the product. Advertisements also
plays a major role in influencing the customer to buy or not to buy a particular product
(Lake, et. al., 2014).
Importance of market research of brand
Marketing research is a super active way to gain knowledge about the external factors
influencing the activities of the company in the target market. Thus, it shall be noted that it is
very import for the organization to initiate marketing research in their business process. Further,
talking about the clothing company, it is very important for such organization to regularly keep a
check on their market so that they have adequate knowledge about the upcoming trends
prevailing in the market (Price and Lewis 2014). Further the below mention aspects tells about
the importance of marketing research in an organization:
 Data collection: marketing research help the marketer to analyze and evaluate various
factors which identify the specification of the products in the market and the details about
the product. If the company Hobbs want to explore the market and launch product in the
market then it will become easy for the company to create the product in such a way that
it makes sale without any risk. As the company would have adequate knowledge about
the market and demand of the customers present in the market and the people they have
to target then it will get easy for the organization to explore the international market as
well.
 Error check: also this process helps the organization to analyze and evaluate the areas
where the company is lacking behind and the factor which are poorly acting in the
external environment due to which the growth of the company is barred. Thus, with the
help of market research it becomes easy for organizations to find out the deviations and
factors which are not working well in the organization and then correct them to gain
competence (Beverland, Nielsen, and Pryce 2015).
 Lower risk: this process helps the organization to calculate risk associated with
organization and proactively take measures to solve and them. This helps the

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organization to reduce the risk of uncertainty present in the external environment and
take measures to solve the issue before it actually arises.
 Identify opportunity: also market research helps the organization to analyze and
evaluate the areas where the company can explore and lead in the target market. It helps
the organization to analyze the opportunities present in the external environment and use
them efficiently to achieve the growth. Thus, finding opportunity and working on them
helps the organization to gain competence in the international market as well. That is why
it is important for organization to initiate marketing research (Nobbs, Foong, and Baker
2015).
Recommendations
Thus following recommendations shall be given to the organization Hobbs which can help them
to achieve success in the target market.
 The company should increase their areas of diversification and increase the group of
target customers as well so that the company can earn more revenue as well.
 Further the company shall hire quality human resource which can properly initiate
marketing analysis because if analysis is not done properly then the company will move
in the wrong direction.
 Lastly, in order to create an identified position in the target market, the company shall
eliminate their competition and focus on maximizing the level of satisfaction to
customers.
Conclusion
Thus in the limelight of above mentioned events the facts that shall be noted that marketing
research is an important tool which helps the organizations to gain competitive edge in the target
market. Further talking about the company Hobbs, it shall be noted that the organization is
successfully working on its skills and capabilities and is gaining the target market. The company
is properly positioned in the market due to which it attracts the right type of customers and
initiates sales. Thus, the above mentioned report justifies the requirements of the task.

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Principles of Marketing 10
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