Marketing Analysis

This study analyzes the segmentation, targeting, and positioning strategy of Tommy Highflier in the fashion industry. It also examines the marketing mix and relationship marketing strategy of the company. Recommendations are provided to improve the marketing strategy.

Marketing Analysis

Contents
INTRODUCTION......................................................................................................................3
Analyze their STP strategy.....................................................................................................3
Examine the marketing mix by focusing upon the 4P that Tommy Highflier currently
applying..................................................................................................................................4
Assessing their relationship marketing strategy.....................................................................7
Recommendations on how to improve the marketing strategy of the company....................8
CONCLUSION..........................................................................................................................9
REFERENCES.........................................................................................................................11

INTRODUCTION
Market analysis is a qualitative as well as quantitative assessment of a market which
assist the company to expand their business by analyzing the buying behavior of their
customers. With the help of market analysis, company analyze the information about the
industries, customers and competitors. Moreover, based upon these insights, firm also get
informed decision related to best marketing strategies. The current study is based upon
fashion industry in which Tommy Highflier is chosen which is an American premium
clothing brand that attract their customers with the help of best quality of clothes and their
reasonable price.
The present study will analyze the segmentation, targeting and positioning strategy
and then through marketing mix, company focus upon 4P’s. Further study will also asses the
relationship marketing strategy with their current tactics and then provide recommendations
for Tommy Highflier in order to improve the marketing strategy.
Analyze their STP strategy
Segmentation, Targeting and Positioning (STP) helps the firm to deliver the relevant
message to their audience and its main focus is to identify the most valuable segments and
then create the right marketing mix upon those (Moutinho, 2018). In the same way, Tommy
Highflier also uses this marketing strategy in order to improve their customer sales. The
details are as mention below:
Segmentation: It means to divide the marketplace into parts and then segments which
is definable and profitable that assist to grow the business. There are four types of market
segmentation, geographic, demographic, behavioral and psychographic segmentation. Among
all, Tommy Highflier uses demographic segmentation in which company segment the people
on the basis of age and income. Such that company offer the product for young age people
and thus attracts the people accordingly (Marketing strategy of Tommy Hilfiger, 2020).
Moreover, this segmentation is consider one of the simplest and commonly used forms of
segmentation because it is based upon how a customer spend upon the products which is
based upon demographic factors. Hence, with the help of this segmentation, company divide
the product line as per the age and income which in turn attract range of customers towards it.
Targeting: It is another strategy of marketing in which Tommy Highflier target
upper- middle- class people. As the price of offered products are high and that is why, it is

necessary for the company to target higher classes who are able to pay the amount without
any bargaining. In return, company also offer high quality of products to their customers and
on the basis of age, quoted firm target market is 25-40 because it offer rich colors, precision
cuts and luxe details target men (Camilleri, 2018). On the other side, it also offer clothes for
women i.e. Hilfiger Denim in different casual styles. Thus it is clearly examine that with the
help of targeting, company attracted range of customers and this in turn improve the overall
performance as well as productivity of a firm. In addition to this, on the basis of income,
company target market are upper class people who afford the products which in turn assist to
improve the results.
Positioning: It means the uniqueness which offered by Tommy Highflier in order to
attract the customers. The brand has a unique positioning in the market with an inviting
atmosphere as well as unique twist that upgrade the brand’s heritage of being all kind of
American brand. Hence, this in turn attracted the range of customers towards it which in turn
improve the overall performance of a company. Therefore, the company celebrates and
positioned itself as a ‘Classic American Cool style’ that assist to attract the customers
towards it (Andaleeb, 2016). Also, with the help of positioning strategy company makes it
brand unique and provide a different feature to the customers from other company who run in
similar market with an aim to increase the overall brand image. Further, company also uses
positioning based upon the product characteristic as well as quality or luxury which helps to
meet the define aim.
From the above, it is clearly stated that with the help of segmentation segment its
market on the basis of age, income, gender while target market are men and women who fall
under the age of 25 to 40 (Pyo, 2018). On the other side, the positioning of a company is
relies upon the brand image. Hence, it is analyzed that company perform better at
international market which in turn increase the customer base with the help of effective
marketing style.
Examine the marketing mix by focusing upon the 4P that Tommy Highflier currently
applying
Marketing mix is the set of all tactics which are used to promote the overall business
products in market. Basically there are 7P’s which must be united to effectively foster as well
as promote the brand’s value which assist to stay ahead in the market competition. Further,
with the help of marketing mix, Tommy Highflier helps to understand the product and service

which is offered to the customers and then make effective planning by analyzing the
customer buying pattern. There are four P’s which are as mention below:
Product: Tommy Highflier is a leading fashion label which offer the wide range of
clothing and also has a strong market presence. The company offer variety of products in
premium segment fashion and lifestyle. Also, company make sure to offer high quality of
products with different designs by adding the youthful twist to them. There are various
categories of products such that denims, clothing, watches, handbags, different home décor,
fragrances and eyewear. On the other side, company offer different variety of clothes to men
and women. Along with this, company also have a different cloth section for kids which also
attracted high range of customers (Marketing mix of Tommy Hilfiger, 2020). Moreover, the
primarily target at women and is manufactured in Italy which use high quality material.
Hence, the product range of the company is also varies from people to people and it keep
trying to attract the customers by offer the products as per the need and wants of customers.
Price: The quoted firm charges premium on its product as compared to its competitor
and that is why, most of the customers are attracted towards it. Therefore, in the same way, to
maintain the glory of the customers, company follows the discount based pricing strategy in
which different types of discount are offered to their customers. As the target market of the

company is higher and middle class people and that is why, to attract the same company uses
pricing style which in turn improve the results. Further, it is also analyzed that Tommy
Hilfiger have a brand image of the firm and that is why it uses premium based upon its value
and quality that keep attracted new customers. Along with this, it also offer the customized
product which in turn attract young people and they willingly pay for the same.
Place: The company has a brand image at international level and it has a global
presence in the market along with its online shopping website. Thus, the company has its
head office in Amsterdam, Netherlands. Such that there are more than stores which are
located in more than 90 countries (Ang and Rusli, 2018). Also, it has a flagship stores in
some major cities such that New-York, London, Paris and Los Angeles. On the other side, the
company has its online store in company’s website through which the company get benefits
by applying for different offers. Not only this, the company’s website is also available in
different language such that English, Spanish, German etc. Hence, this is clearly reflected
that the company has a brand image at global level
Promotion: The quoted firm has an aggressive marketing strategy which is used for
different channels in order to reach to wide range of customers, such that it uses both modern
and traditional form of marketing and let their customer know about new offerings. For
example, Tommy Hilfiger uses magazines ads, newspaper with a tagline of “For the People”.
Also, the current supermodel also influence the customers and keep offer 10-15% discount to
their customers. Therefore, it is clearly stated that company uses traditional form of
marketing in order to sustain the brand image (Lahtinen, Dietrich and Rundle-Thiele, 2020).
On the other side, the stores are also designed in such a manner that assist to attract American
people because it provide them classic cool feeling. Moreover in 2015, it also launch Virtual
Reality store in order to grab attention of many customers. Also buyer may easily watch the
360 degree 3 D VR from the front row and encourage people to visit the store once in a
while.
Therefore, the online website and post on the social media are clearly reflected that
the company has a brand image at global market and because of offering high quality product
customers visited the store (Fraser-Arnott, 2020). Moreover, it also send email to their
members which shows the latest arrivals are on the workplace and this reflected that company
cares for their employees and that is why, perform best possible way to attract them.

Hence, by applying marketing mix to Tommy Hilfiger it is analyzed that company has
its effective promotional tools which in turn grab attention of many customers towards it.
Also, with changing era, company developed implement new strategy in order to stay ahead
in the competition and this in turn sustain the brand image at international level.
Assessing their relationship marketing strategy
Relationship marketing strategy is especially designed in order to foster the customer
loyalty and interaction. It is further designed to develop strong connection with customers
and company also provide necessary information to users with an aim to promoting their
products and services. Similarly, Tommy Hilfiger is also uses the same in order to attain their
vision and mission. Such that it prioritize the customer service in which it identify the
customer need and apply the same within market with an aim to increase the customer
satisfaction (Lopez, 2020). Through promotion it is analyzed that company uses digital
marketing style in which it promote though content marketing and that is why, it gets many
leads as compared to other marketing styles.
Also, company uses email marketing style in which it provides a chance to reach
customers on regular as well as consistent basis. Though in this changing era, social media
plays an important role in the success of a firm but Tommy Hilfiger is also uses these things
in order to meet the define aim. In this relationship marketing strategy, company also
implement loyalty program in which it make sure that it offer high quality product at low
price (Özsaçmacı and Dursun, 2020). For example, by analyzing the need of their customers
Tommy Hilfiger make sure to offer the best quality of products to their customers and this in
turn leads to improve the results, also attracted range of customers. In addition to this, it is
also identified that there are many blogs post by the company in order to attract the users in
which 10 to 15% discounts are common. Also, company utilize their customer data and tries
to deliver the personalized experience which in turn build a loyalty programs among the
customers. Hence, this in turn assist to maintain relationship with customers for long turn.
Furthermore, it is necessary for the company to have an effective CRM tools and this
in turn convert the leads which assist to build the stronger relationship with the customers.
Even in relationship marketing strategy, quoted firm communicate effectively with customers
and also follow-ups which is quite crucial features. This in turn leads to automate the
marketing efforts and engage the customers which in turn attract the customers and allow to
maintain a constant point of connection with customers within official hours. Therefore, it is

clearly examine that with the help of relationship marketing strategy company will attracted
their customers and it also lay emphasis upon the current tactics which in turn assist to
improve the results in positive manner that is why, company uses this tactic as a marketing
style.
Recommendations on how to improve the marketing strategy of the company.
 It is considered to be of utmost priority for the Tommy Hilfiger Company to know
their audience. They must focus on developing an effective marketing campaign. This
helps in company gaining significant degree of knowledge about the needs and
interest of the customers. This way it is useful in delivering the best possible services
and products to the customers. The Tommy Hilfiger Company must also focuses on
evaluating the platforms where the target audiences tends to spend most of the time.
 Carrying out local activity or event within the community Considered to be one of the
key significant source which is useful in improving the marketing strategy of the
Tommy Hilfiger Company (10 Ways to Improve Your Local Marketing Strategy,
2020). This can be usually done by volunteering for a specific cause within the
community, wearing T-shirt with logo, donating price and engaging in contest in
order to make people aware the key corporate social responsibility carried out by the
company. This is useful in creating high goodwill and better brand image.
 Local media is considered to be one of the key things that can recommendation which
has Tommy Hilfiger Company to reach mass number of people. Use of radio stations
and local newspaper helps in making people aware about the products and services
which has been offered by the company. This is one of the key marketing strategy and
one of the most effective way to generate Higher for traffic. This eventually leads to
greater profitability and sales for the company. Advertising on the local newspaper,
billboards, flyers and on radio is the significant marketing strategy which is relevant
in improving the marketing strategy and make people aware about the range of
products and services offered by the company.
 Running local SEO Company is also one of the key prominent marketing strategy
which is recommended for the Tommy Hilfiger Company. Using of affective software

like Google adverts is useful in creating SEO campaigns. This is useful in driving
local traffic in both in stores as well as online.
 Use of social media is considered to be one of the most prominent marketing strategy
which is useful in engaging with a large number of audience. The use of social media
channels such as Instagram, Facebook, Twitter, Google plus, LinkedIn, Pinterest, etc.
is considered to be the key platforms which helps and interacting with the audience
and gain higher customer base. This eventually leads to greater sales and profitability
for the company. Engaging with the social media channels also helps in interacting
with the customers and having better conversation with the target audience.
Advertising on the other website is also a greater source to get people move to the
shopping page.
 Running promotional contests is considered to be one of the key tool which has in
engaging with the local audience. The company must focus on being creative with the
contest and the offering price which are considered to be ideal for the customers (10
Ways to Improve Your Local Marketing Strategy, 2020). This is considered to be one
of the great way to connect with the community and engage local audience to improve
business performance and accessibility.
 Mobilising the website of the Tommy Hilfiger Company is one of the key prominent
marketing strategy which helps in boosting up the business. And providing user
friendly services to the customers and making it easy for the customers to do order
from the direct website is considered to be one of the key problem source to improve
customer base and business performance.
 The company must focus on creating micro community for the brand ambassadors.
They also focuses on offering wide set of offers and discounts at the special locations
and also during of seasons. This is one of the key prominent marketing strategy to
attract large number of customers and improve the sales of the company.
 The Tommy Hilfiger Company must in turn tends to focus on complying with the
virtual reality marketing strategy. This is useful in effectively bridging the gap linked
with the action and the experience. It is one of the key prominent source which is
useful in offering the digital set of experience and is relevant in promoting the
physical products and services with greater efficiency and relevance. This is
considered to be as great source through which one can also promote their existing set
of products and services and also make people aware about the products which are
under development.

CONCLUSION
It has been concluded that, Segmentation, Targeting and Positioning helps company
to deliver the relevant message to their audience. Tommy Highflier uses demographic
segmentation in which company segment the people on the basis of age and income. Tommy
Hilfiger Company also offer high quality of products to their customers and on the basis of
age, quoted firm target market. The brand has a unique positioning in the market with an
inviting atmosphere. There are various categories of products which has been offered by the
Tommy Hilfiger Company such as denims, clothing, watches, handbags, different home
décor, fragrances and eyewear. Company follows the discount based pricing strategy in
which different types of discount are offered to their customers. The company has a brand
image at international level and it has a global presence in the market along with its online
shopping website. The firm has an aggressive marketing strategy which is used for different
channels in order to reach to wide range of customers, such that it uses both modern and
traditional form of marketing. CRM tools and this in turn convert the leads which assist to
build the stronger relationship with the customers. Complying with social media platforms,
engaging with website and offering promotional discounts are key recommendation to
improve the marketing strategy of the Tommy Hilfiger Company.

REFERENCES
Books and Journals
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Andaleeb, S.S., 2016. Market segmentation, targeting, and positioning. Strategic Marketing
Management in Asia, pp.179-207.
Pyo, S., 2018. Integrating tourist market segmentation, targeting, and positioning using
association rules. Information Technology & Tourism.15(3). pp.253-281.
Moutinho, L., 2018. Segmentation, targeting, positioning and strategic marketing. Strategic
management in tourism, pp.121-166.
Ang, C. and Rusli, H., 2018. The impact of marketing mix 4ps and consumer behavior
toward purchase decision of adidas products. iBuss Management. 6(2).
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing
the effectiveness of the commercial marketing mix in a social marketing
context. Journal of Social Marketing.
Fraser-Arnott, M., 2020. The Marketing Mix in Parliamentary Library Websites. Journal of
Library Administration, pp.1-14.
Lopez, S., 2020. Value-based Marketing Strategy: Pricing and Costs for Relationship
Marketing. Vernon Press.
Özsaçmacı, B. and Dursun, T., 2020. A Relationship Marketing Strategy in Brand
Communication: Influencer Marketing Strategy. In Impacts of Online Advertising on
Business Performance (pp. 52-80). IGI Global.
Online
10 Ways to Improve Your Local Marketing Strategy. 2020. [Online]. Available through:
<https://www.business.com/articles/ways-to-improve-local-marketing/>

Marketing strategy of Tommy Hilfiger. 2020. [Online]. Available through:
<https://www.marketing91.com/marketing-strategy-of-tommy-hilfiger/#STP-in-the-
marketing-strategy-of-Tommy-Hilfiger>.
Marketing mix of Tommy Hilfiger. 2020. [Online]. Available through:
<https://www.mbaskool.com/marketing-mix/products/17309-tommy-hilfiger.html.>.