Critical Evaluation of Hugo Boss: Understanding Positioning and Marketing Mix

Critical evaluation of
Hugo Boss

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Understanding the positioning of the Company..........................................................................1
Using the marketing mix P's in order to reinforce positioning....................................................3
Promotional Mix..........................................................................................................................6
Analysing the effectiveness of the Marketing efforts..................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a process which helps the organisation to promote its products effectively.
The main focus is to generate more revenues with the help of different strategies and approaches.
There are various opportunities on which the company can capitalise in the future to attain
maximum customer satisfaction. This report aims to analyse about understanding the business of
Hugo Boss (Wiedmann, and von Mettenheim, 2020). There are various techniques which the
organisation could use to promote their business. Hugo boss is a German luxury brand which
provides various essential products to the consumers. The company sells clothing accessories,
fragrances, and footwear to the customers. On the other hand, in this report there will be brief
discussion about the organisation purpose and aim towards the future. Along with that, there will
be discussion about the marketing mix. It is a plan which includes various components which
helps the organisation to establish an effective marketing plan. For further instance, in this report
there will be evaluation about different efforts which the organisation can implement in order to
achieve the goals and objectives.
MAIN BODY
Understanding the positioning of the Company
Positioning includes the standard which is set by the organisation to perform better in the
market. The organisation is to able to gain competitive advantage in the desired industry. By
positioning the organisation better Hugo boss is able to achieve the necessary goals and
objectives in the market (SOFICĂ, and Cosma, 2018). Hugo boss use the STP analysis to
perform better and evaluate the dynamic market conditions. There are various segments in which
the company can dominate and acquire a huge market share. They can attract the potential
customers in order to maximize the overall profits. STP analysis in relation to Hugo boss is
mentioned below:
Segmentation
This is the first stage in this framework the organisation can attract various potential
customers by studying the market conditions effectively. The company ranks the individual on
the basis of various sections. With the help of this model Hugo boss provide the products to the
consumers in an effective manner and achieve great results in the future. The division of the
segments is described below:
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 Demographics – This component includes the consumers selection on the basis of age,
gender, location etc. The organisation can sell products effectively to the consumers.
Hugo boss offer various products to the individuals which age around 18 to 45. It
includes fragrances, clothing and different other accessories (Wieland, 2018). The
organisation also use the website to promote the products effectively and attract new
individuals. They are bale to able to acquire a huge market share by doing the ethical
practices of business. With the changing market trends the organisation has to
successfully evaluate all the factors in an effective manner.
 Psycho graphics – It includes different reasons which is unique product which the
organisation is providing to the consumers. Hugo boss is a luxury brand which provide
the high quality products to the customers. They use the customer feedback to improve
the critical aspects of their organisation. They had also maintained a good relationship
with different individuals in the market.
 Lifestyle Traits – This particular segment included the needs and wants of the consumer
in the market. Hugo boss is able to attain maximum customer stupefaction by maintaining
a healthy relationship with the consumers (Zimmerer, 2019). With the changing market
conditions the lifestyle and preferences of the consumers is also dynamic. The
organisation to fulfil the demands of the customers in an effective manner.
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