Marketing Strategy for H&M

This assignment delves into the development of a detailed marketing strategy for the fashion brand H&M. It encompasses various aspects such as target audience analysis, marketing mix strategies (product, price, place, promotion), implementation plan with timelines and budget considerations, and monitoring and control mechanisms to ensure effective execution and measure results.

Statistics management

Table of Contents
Final Recommended Strategy......................................................................................................1
Implementation of Final Strategy................................................................................................2
Monitoring and Control of Future Performance..........................................................................3
REFERENCES................................................................................................................................5

Final Recommended Strategy
It can be recommended that H&M should make use of both traditional and modern tools
for carrying out marketing of its products and services in Australia. The competition among
businesses operating in fashion retail industry of Australia is highly intense, and thus, it will be
very challenging to H&M to penetrate the market and attract more customers (Sheth & Sisodia,
2015). However, it can be critically argued that with the help of effective marketing practices,
the brand can penetrate the Australian market and will be able to accomplish its objectives of
international expansion.
The company will be using traditional marketing tools such as advertisement through
placing boards near malls, shopping areas and other public places. The rationale behind selecting
this tool is that it will help the brand to create more and more awareness among people in
Australia market. On the other side of this, the ads of H&M products will also be displayed in
different Australian newspapers and fashion magazines (Scott, 2015). The key benefit of using
advertisement as a technique of marketing is that it will directly assist the company to increase
its volume of sales and profitability.
In addition to this, ads of H&M products and services on different mediums will also play
a critical role in creating demand among people in the market. Here, the brand will be looking
forward to introducing new products and services in the Australian market at frequent intervals.
In addition to this, messages regarding special discounts, new offers, and schemes offered by
H&M will also be communicated with the help of advertisement. Another benefit of using
advertisement as a technique of marketing is that it will help the selected brand to expand its
market and attract more potential customers.
On the other hand, it is also suggested that the marketing of H&M products and services
needs to be carried out over internet so that the goal and objective of international expansion can
be achieved in the best possible manner (Pasquier & Villeneuve, 2017). Here, the company will
be using techniques such as email and social media marketing will be used. H&M will be
forwarding emails regarding its new products and special offers to all its customers at regular
intervals. The strategy will help in creating awareness among the existing customers and
attracting them to buy the products of H&M (Tuten & Solomon, 2014). It can be stated that the
company will be focusing more on delivering quality and innovative content to all customers
with the help of feedback. In addition to this, an official page of H&M Australia will be
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developed on social media platform such as Facebook. Here, the objective of the brand will be to
interact with people in the market and understand their changing need and demand (Olsson,
Andreassen, & Wathne, 2015). Based on the information collected, the brand will be developing
and offering new products to meet the customer demand in the best possible manner.
Furthermore, the selected business enterprise will also develop an official page of H&M
Australia on Instagram and Linked In. These platforms are going to play a critical role in
marketing H&M’s products and services. However, it can be critically argued that the company
will need to take care of the fact that response to queries, doubts and concern of people is
provided in fast and accurate manner. Thus, a team of experienced professionals will be
developed who will be responsible to manage and monitoring the online marketing activities of
H&M in the new Australian market (Hollensen, 2015). The rationale behind using online
platforms for marketing and promotion of products and services is that it is a very cost effective.
The organization will be able to carry out more effective marketing of its products and
services in the new market in at very convenient cost. In addition to this, the use of online
marketing technique will also support the brand to reach mass level of target audience in the best
possible manner. It is recommended that H&M will need to ensure that effective monitoring of
all marketing activities is carried so that the loopholes can be identified and corrective measures
can be taken to overcome the same.
Implementation of Final Strategy
In order to implement any type of specific strategy, it is must for the business to ensure
that proper plans are being prepared so that it can surely bring favorable results for the enterprise
in every possible manner. Further, the recommended strategy involves marketing with the help
of traditional and modern modes (Hill, O'Sullivan, O'Sullivan, & Whitehead, 2017). In
traditional marketing, the promotion will take place with the help of banners that will be placed
in different places within Australia that are quite popular. Further, modern tools will also be
undertaken by the H&M brand that involves marketing with the help of social media and email.
For effective implementation, proper planning will be carried out where the marketing team
of H&M in Australia will ensure the key areas where banners can be placed so that overall
promotion can take place in an effective manner (Armstrong, Kotler, Harker, & Brennan, 2015).
Further, the marketers need to find out the proper area like it has been witnessed that company
can place its banners in shopping malls, college and in local streets so that people can easily
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know about the H&M brand easily. Apart from this, the real cost of implementing these
techniques will be identified so that budget can be prepared accordingly (Gummesson &
Gummesson, 2017). For effective implementation of both traditional and modern methods of
marketing H&M will undertake different stages that are as follows:
 In the first stage, company will set expectation like H&M brand was to enhance overall
awareness level in the market linked with its clothing items in the time period of 6
months. So, this is the real expectation of the company from this marketing strategy
 In the next stage, H&M brand will develop a team where role and responsibilities will be
assigned to every team member so that they can contribute to implementation of the
strategies that are being decided
 Communication plan will be developed through which the objectives of this plan will be
shared within the workplace so that every individual can know about it
 Timeline and tasks will be decided like planning will be carried out in 15 days, budget
preparation in 10 days, etc. The overall team will decide to accomplish the tasks in set
time period
 Tracking success will take place where H&M will ensure where the efforts applied are
effective or not. Through this, it is possible to know whether it is possible to know
whether improvement is needed in the present plan or not
So, all these stages will be followed by H&M brand for implementation of these tactics, and
this will surely bring favorable results for the company in terms of higher customer satisfaction,
brand awareness and rise in the profitability level along with the market share in every possible
manner. In short, it will allow to gain the competitive edge over the rivalry and will act as the
development tool for the entire business in every possible manner.
Monitoring and Control of Future Performance
This stage is also considered to be most crucial where the team that will implement the
new marketing strategies for H&M brand will monitor the overall progress. Further, they
monitor all the activities through the timeline set (Gummerus, Gummerus, von Koskull, von
Koskull, Kowalkowski, & Kowalkowski, 2017). It will analyze whether all the resources linked
with the implementation of marketing strategies are utilized properly or not. For instance, if
planning stage has to be carried out in 15 days time period then it will be ensured that this stage
is completed within the time period or less than that. Apart from this, it will be ensured that all
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the practices are undertaken in the given budget, and no such variation is being present.
Monitoring will take place stage wise by the entire team, and they will ensure that all the
activities are carried out in the best possible manner within given time period. In short, it will
have the positive impact on the brand image of the business and will act as the development tool
in every possible manner (Charter & Polonsky, 2017). For effective monitoring, IT system will
be used, and this will save a lot of time associated with the implementation of the marketing
strategies within H&M brand.
On the other hand control activities will be carried out side by side where it will be
ensured that each activity is under control and does not require improvement (Atwal & Williams,
2017). For instance if large amount of funds are used in the implementation of marketing
strategy as compared with the actual one then in such case control measures will be taken by the
marketing professionals of H&M brand where they will determine the key areas where it is
possible to save cost, and this will have positive impact on overall performance of the business in
the market where main operations are being carried out.
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REFERENCES
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Hudson, New York: Pearson Education.
Atwal, G., & Williams, A. (2017). Luxury brand marketing–the experience is everything!. In
Advances in Luxury Brand Management . London: Palgrave Macmillan.
Charter, M., & Polonsky, M. J. (2017). Greener marketing: a global perspective on greening
marketing practice. Abingdon-on-Thames: Routledge.
Gummerus, J., Gummerus, J., von Koskull, C., von Koskull, C., Kowalkowski, C., &
Kowalkowski, C. (2017). Guest editorial: relationship marketing–past, present and future.
Journal of Services Marketing , 1-5.
Gummesson, E., & Gummesson, E. (2017). From relationship marketing to total relationship
marketing and beyond. Journal of services marketing , 31 (1), 16-19.
Hill, L., O'Sullivan, C., O'Sullivan, T., & Whitehead, B. (2017). Creative arts marketing.
Abingdon-on-Thames: Routledge.
Hollensen, S. (2015). Marketing management: A relationship approach. Hudson, New York City:
Pearson Education.
Olsson, U. H., Andreassen, T. W., & Wathne, K. (2015). Does Estimation Methods in Structural
Equation Modeling Impact Theory Development in Marketing? New York: Springer,
Cham.
Pasquier, M., & Villeneuve, J. P. (2017). Marketing management and communications in the
public sector. Abingdon-on-Thames: Routledge.
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
Hoboken, New Jersy : John Wiley & Sons.
Sheth, J. N., & Sisodia, R. S. (2015). Does marketing need reform?: Fresh perspectives on the
future. Abingdon: Routledge.
Tuten, T. L., & Solomon, M. R. (2014). Social media marketing. United Kingdom: Sage.
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