Ethical Considerations in Marketing Strategy

This assignment examines the ethical considerations inherent in Tommy Hilfiger's marketing strategies. It delves into potential issues related to pricing, product promotion, advertising, and customer interactions. The text emphasizes the importance of incorporating moral policies into marketing plans to ensure sustainable business practices and maintain a positive brand image. It also highlights the significance of considering consumer ethics, avoiding exploitation, and promoting responsible societal values.

Marketing Planning For Tommy Hilfiger
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Table of Contents
INTRODUCTION....................................................................................................................... 3
1.1........................................................................................................................................... 3
1.2........................................................................................................................................... 3
1.3........................................................................................................................................... 4
1.4........................................................................................................................................... 4
TASK 2....................................................................................................................................... 5
Covered in PPT....................................................................................................................... 5
TASK 3....................................................................................................................................... 5
3.1........................................................................................................................................... 5
3.2........................................................................................................................................... 6
3.3........................................................................................................................................... 6
3.4........................................................................................................................................... 7
3.5........................................................................................................................................... 8
4.1........................................................................................................................................... 8
4.2........................................................................................................................................... 8
4.3........................................................................................................................................... 9
CONCLUSION .......................................................................................................................... 9
REFERENCES............................................................................................................................ 9
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INTRODUCTION
According to external and internal environment by the extension needs of growth in the
business lines , the business has requirement to think its marketing techniques in an appropriate
way it is very important so that the business can increases its profit by using its new plans
(Parrott, Azam Roomi and Holliman, 2010). The marketing planing is focused by the present
context of the report which is required by Hilfiger. Hilfiger is a popular American multinational
corporation which I famous for clothing. According to establish its new brand of clothing which
is less vagarious and less expensive . By using this new brand Hilfiger can attract young mass
and invite audience.
1.1
Advertising is cover large base of customer with increasing in profitability of company.
it is 5required to current marketing condition and strategy because every organization providing
proper product with aspect of customer. An organisation has requirement to find out
appropriate marketing techniques so that it manage maximum customers here with growing
chain in all country.
Traditional marketing strategies are used for it, which mostly includes mouth to mouth
advertisement and show ads on the posters at common places. Small businesses are used these
types of techniques to stay in the market long term and to maximise future development. In this
type of marketing use television or radio newspaper, print marketing etc. these marketing style
not increase cost of product and also help to communicate with mass of people in one time. To
covers competition globally, the modern marketing planning is used with the maturing market
sand sophisticated customers.(Donnelly and et.al., 2012)
Morden marketing – in this marketing including product sale and give advertising on internet.
This have some example like social media, mail, affiliate, ads on internet etc. in this generation
use these type of marketing way.
To selling its products through stand-alone Hilfiger departments, Hilfiger uses traditional
techniques previously in the present contact. But when it introduces new lines of product line,
Hilfiger has to focus on modern strategies more as maintaining licensing agreements, celebrity
advertisement and online advertisement also with the other part of world.
1.2
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Hilfiger will have to focus on its marketing which depends on physical, human and
marketing capabilities to have positive effects on Hilifiger's new product line.
As human capabilities of hilfiger describes, Hilfiger has a broad expertise of human resource
which can make marketing techniques according to demand of different types of market. The
design staff of the company can achieve this. The design staff of the hilfger belong to 30
different nationalities.
U.S designer Tommy Hilfiger and Indian Textile manager Mohan Murjani is operate
this concerned company under their guidance which as achieved in making Tommy. Hilfiger is a
well-known multinational brand.
In relation to physical capabilities of described company, Markets In Eropean and Asian
countries is covered by this company instead of U.S. home town, so concerns relative capability
of land for business, equipment need will not be a restriction for them. It can work according to
mandatory specification with the growing extension which needs custom made technology and
software.
As far as its financial capabilities are describes by the successful task in different countries , the
company can easily take projects loan from banks , financial companies and from those investors
which are interested to invest in their venture (Chang, Park, and Chaiy, 2010)
To evaluate its strengths and weakness , the organisation has to be examined in order to improve
its operations and to achieve its pre decided goals more efficiently. The hilfger's organisational
audit in the present company context : Customer and Competitor : Hilfger serves a big part of
customers in terms of customers . This company have many no. of principal like creating
classic, cool and committed products. These principals make its customers more satisfied .
Hilfiger has 1400 different different store in different different countries which have no. of
variety for men as well as women. It has ideas for its quality and customers like it has a little
cost of switching for its customer in order to face heavy competition in its same business line.
(Fava Neves, 2007)
PESTLE analysis is done through examine of external environment. By the PESTLE analysis we
can determine the macro factors which can help us to make marketing strategies. PESTLE
analysis includes :
Political: : In a particular country entrance of new product line has to be considered the degree
of support giving to the newcomers in that country in the form of government sanctions and
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subsidies. In UK political environment is stable in readerly case change so their business
environment is also support every company. There government is also support this company it
mean Hilfiger in future have any type of problem it can help .
Economic: The company is launching its product as the demand of that particular product and
conquer exchange rate. These are some economic conditions in which the company is
introducing its product.. It not easily change so proving proper supply chain management and
help to develop in new policy related to tax .this company revenue also depend on labour cost
this country is less economical development country so little changes is doing impact on prices.
Social:Culture of that particular area where the company launched their product, Population
growth , age distribution , life style, family size and carrier attitude, these are some social factors
that affected the company's product. This factor is impact on their product like changes in
customer lifestyle, interest etc. like their people is health consciousness so thy purchase sports
item.
Technological: We all know about the technological changes these changes are taking place
very quickly. In this company have the development of internet association and technical
equipment used for the manufacturing are accessible on the demand. Their technology give new
innovation to help in manufacturing product storage , security etc. this company is also use
different technology in advertising like social media marketing etc.
Legal: The company wants to introduce the product in U.K so the company has to be follow the
law which is applicable in that particular region .If the company wants to cover up any other
area or region so the company has to follow the export and import rules.
Environment: The changes in climate , pollution target and scarcity of raw materials are some
environmental factors which effected the demand of product.(Wilson, 2010). this company is
also suit their climate for manufacturing product. This company is produce product so it is
harming the economy so this comply make the some strategy to like grow trees, manufacturing
industries far for city because waste material directly polluting in river etc.
1.4
When we discuss about SWOT analysis ,then we see that the environmental factors are
most important part for an organisation to making marketing strategies. Both the factors are
important internal as well as external. These factors allow a business to determine the factors of
its uniqueness that it can highlight upon more and what other factors it has to overcome so they
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don't demonstrate a restriction together with taking care of various political and social factors.
SWOT analysis of its internal environment in present context of Tommy Hilfiger which cover
up its:
Strength: Hilfiger has a very high revenue with the continuation sustained growth rate because
of its perform on a extensive scale profitability and large coverage. Furthermore it has very high
skilled and experienced men power to perform its work. That's why Introducing a product
similar to its present line can prove to be largest strength for the company. (Taghian, 2010)this
is known as global brand and also have strong distribution system. This company is have
1000 stores in 90 counties. This is use many type advertising and popular to brand .
Weakness: It should focus on its future market size. So that the present operations will not
effect them . This company is mostly focus on the protection of brand and reduce cost of
maintenance those effect on product quality. It is also have huge competence with same
type of organization .
Opportunities: There are so many options for the company to utilise in the order of extensive
economy , new market and investors who are ready to invest in huge projects with future
commitment. This company is also do innovation in their product and try to expand
product line cycle.
Threat: Similar products through the competitor, market changes , increment in labour costs
these are the some threads which the company have. If there is a change in their investing power
so the new workers has to be employees ( Ryals and Rogers, 2007). This company is also
intense competences with national ad international brands. Their contribution in economy ,ma be
down when their demand will reduce. This organization will also face inventory issue
according to changes in fashion.
TASK 2
Covered in PPT
TASK 3
3.1
In view of its enlargement in the fast flourishing market of middle east- Dubai marketing
program for Hilfiger which can Carys a list of special activity to utilize a successful marketing
gimmick which consider:
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Firstly recognition of the budgeted amount to be sepleted for marketing exercises.
Mission Statement: that narrate the aim and line of business as in existing situation. Hilfiger
have aim at screening the ample increasing market in the middle eastern sheltering families and
working specialist(Fava Neves, 2007)
Administration market audit and fabricate marketing goals: In this portion the company is
suppose to realise the disbursal habits and living orthodox of the consumers in the commodity it
wants to acquaint in the target market. While in the dubai people are usually have high income
and spending nature hence they fagged a polite loume in consumer goods like watches and
clothes. Market analysis helps in inceprion of custom made products as per the demand and
occurrence in wearing apparel line(Perreault, 2010)
in addition the program comprise the timing of pioneering the goods in that specific market for
illustration in the substance of Dubai it may be made known in Ramadan as it comes under the
lexicon of a Muslim city.
3.2
the planning of marketing is suppose to consider a important tool for any business
organization while it create the structure of how consumer create mentally a specific product. It
is suppose to be in calibration with the communal approach as the primary intention of
admittance of any product is acquiring aim and objectives of the business. According to the
previous marketing strategy develop it will assist in accomplishing collective strategy as it imply
the specific analysis of the marketplace that is selected for launching of apparel line as the prime
goal of the communal plan of Tommy Hilfiger consider deviation and being feasible in the
specific market and raising its functional readiness encouraging the extension of vigorous
association authorize people, clench diversity and stand by to human benefits standards(Ryals
and Rogers, 2007)
As Hilfiger present personalize product the goal of being contemporary along with
accomplishing operational scheme is achieved.
It assist to recognise the specify market and and helps to operate in an organized manner
by havuing both type of marketing objectives short term and long term.
3.3
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The current company can establish the product through research project by consolidate
the current attribute which is there in its current universal accepted products along with
integrating some of the differentiating characteristic according to the necessity(Morgan, Vorhies
and Mason, 2009). The valueable Tommy range that accepted success all over the world are
men sportswear collection, denim and formal collection for both men and women also. So it can
acquaint the current good to realize their feedback for examination as well as integrating some
new realm. The experimentation can be coordinate with supervision as Hilfiger by penetrating
the recent market direction, the identical quality problem that the customers of Dubai face. As is
ventilate ceremonial range of garment it figure out the difficulty of the people related with the
collaborative world, it can moving on integrated dual property in their confection these are not
accessible simply with another brand. Pricing strategy would not be main problem for Dubai as
there are people don't think about to spent some more. they are receiving a best quality level in
their products specially when it comes to wearing products.
3.4
A aggregation of separating and incursion pricing gimmick can be espouse in command
to look into the markets in Dubai as while affirming separating pricing terms advanced cost can
be taken during the pioneering face of introducing the product and can bunk the cost at the time
the stretch of discounts. As people surviving in Dubai disburse extra as there currency is very
low priced as compared to other currencies so starting price could be changed which not only
envelop the cost but also give earnings to the company(Tuten, 2009)
there is a portion from the pricing strategy, another approach in which it is determined
how to spot the product in the custody of final consumers that is a disposal approach. For
Tommy Hilfiger the best assigning approach can be ratify is letting the commodity accessible
through with vendor and retailers accessible in ample malls of Dubai. Once the feedback is as
per the necessity it can more open its individualize shop.
When launching a new product a important question is requirement should be decided is
how to get the presentation of the product gets communicate to the proposed purchaser., that
could be done over several spokesperson, TV, public banners, social media, print media, mobile.
For a place like Dubai the supreme amount should be spent on transmission through
representative and exhibit of banners in public places in the market places are twenty four hours
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effective and people spent their ample day of time for merriment through purchasing. aside from
it the duty of social media and TV is suppose to also be seized into report(Fava Neves, 2007)
3.5
In spite of appliance the plan successfully excellent skilfulness has to be hold over
between marketing teams obligation for various sector. The designation assist in measuring the
outcomes of various sector in relation to the product and further needed activity to be seized.
Uninterrupted observation of the fund that is planned for the amount to be spent on several
marketing implements(Catherine Murphy and Kielgast, 2008)
The execution indicators that display that we have accomplished our mercantilism
objectives can be monthly quarterly review of the sales in that region, the number of personnel
needed in controlling the incident in Dubai as more new jobs shows the enlargement of the
industry in that region. aside from this non financial indicators like affirmative appraisal by
customers on social media and online site of Hilfiger can further act as execution indicators.
4.1
Conceiving moral issues in merchandising concern not transgress the principles of right
and wrong while doing marketing preparation. In spite of the moral issues does not have a
demeanor on the financial result of the company, still they are to be treated in command to live
on in the long run, like the marketing exercise is not suppose to pertain the incursion of secrecy
of the company, baronial of deceptive assertion on the competitor. More over concerning the
dispersion of data through door to door service or by calling is suppose to be finished only in
typical business hours so that the customers can furnish their time and solitaire in learning about
the new product. Further moral affair that can come across are pigeonhole which display that
using that commodity will make up happy customers and they don't be happy if that person don't
buy the product.(Wilson, 2010)
4.2
Tommy Hilfiger could answer to moral affair if they consider moral policies as an
essential portion of their marketing program.
Ethics regarding price: The company is suppose to assure a invariant pricing policy by not
ominous unneeded cost on the product afraid.
Ethics regarding product: The company should assure that it promotion on only that
characteristic that it integrated its product line.
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although advertisement it should assure that is not paying a high amount to the
advertisement institution to exhibit their adds in precedence to other contender and they have
rigorous plan of action not to link up to the expected purchaser after business hours. For it they
should assure that abstraction devices used for interaction are left in the office while departure.
(Sadjadi, Ghazanfari and Yousefli, 2010)
4.3
Integrating consumer morality in a marketing plan regard not to do any enactment that
iraises social poverty, inequality and assist child labour. For a institution like Hilfiger it is very
essential to believe consumer ethics as it is a implanted brand and any ambiguity can downgrade
its picture, like it should deflect the use of imperceptible messaging which concern using texts to
wield customers, exploiting social inflection should not be done which immediate the thinking of
a society in a pessimistic way like in the case of Tommy it consider viewing that women are
only attracted if a men wear branded clothes. Component on some assailable audience like
wearing that brand in a specific age group can arose in inferiority convoluted in them(Taghian,
2010)
CONCLUSION
For the most part from the above document it can be terminated that a legitimate
marketing program is very essential for a specific business in command to excel in a distinct line
of the product(Hollensen, 2015). For a company such as Tommy Hilfiger circumstance should
be conferred on using the recent techniques of marketing abiding in mind the organizational
aspirations with steps to get over the several obstructer in marketing plan. overhead all moral
issues is suppose to not be unmarked by conceptualizationof the marketing objectives.
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