Digital Marketing Plan for Hennes & Mauritz: Recommendations

This report presents a digital marketing plan designed for Hennes & Mauritz, a well-known Swedish fashion brand. The plan focuses on identifying the most effective digital marketing strategies to target customers online. It begins with a thorough analysis of the macro and micro environments, including social, economic, technological, ethical, legal, and environmental factors, as well as a TOWS analysis to highlight the relationships between these aspects. The report then outlines specific objectives for H&M, such as increasing online customer engagement and enhancing brand visibility on social media. Strategies like remarketing and video content marketing are recommended. The report also includes an STP analysis (Segmentation, Targeting, and Positioning) and a RACE model to provide further recommendations. Finally, the report suggests digital marketing strategies and recommendations for H&M to achieve its objectives, along with a marketing mix to support them.

Executive Summary
The intent of this report is to represent a digital marketing plan for one of the well-known
fashion brands of Swedish that is Hennes & Mauritz. The focus on the report is on identifying
the appropriate digital marketing strategy that the company can use to target its customers
over a digital platform. To do so, the report has presented the micro and macro environment
analysis which reveals that the fashion industry is becoming competitive due to quickly
changing fashion trends. Besides this, to operate smoothly the business on the digital
platform, the company has to follow the legal regulations of the platform and have to be
updated on the changing trend in the market. The report has also highlighted some of the
objectives for the company that it has to achieve over its digital platform. The objective of
attracting 50% of the physical customers on its online interface can be done by adopting the
strategy of remarketing to the existing customers. In addition to this, to increase brand
visibility on social media, the company can focus on video content marketing.

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Table of Contents
Introduction................................................................................................................................3
Macro Environment................................................................................................................3
Social Factors......................................................................................................................3
Environmental Factor.........................................................................................................4
Technological Factor..........................................................................................................4
Ethical and Legal Factors...................................................................................................5
Economic Factor.................................................................................................................6
Micro Environment................................................................................................................6
TOWS Analysis..................................................................................................................6
STP Analysis (Segmentation, Targeting. And Positioning)...................................................8
Segmentation......................................................................................................................8
Targeting.............................................................................................................................9
Positioning..........................................................................................................................9
Objectives of Hennes & Mauritz............................................................................................9
RACE Model........................................................................................................................10
Recommendation of Digital Marketing Strategy.................................................................11
Objective 1........................................................................................................................11
Objective 2........................................................................................................................12
Marketing Mix for attaining the objectives..........................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................15

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Introduction
The aim of the report is to present a digital marketing plan for Hennes & Mauritz Company
to identify the justified digital marketing strategy for the company such that it can acquire
customers online. This report is comprised of analyzing the main areas of the environment of
the digital marketing, for recognizing the key digital strategic options available for Hennes &
Mauritz Company that can focus on augmenting the online customer acquisition. After this,
the report is providing two digital marketing objectives for the company that focuses on
enhancing the customer acquisition by the social media marketing. In the end,
recommendations are being provided related to the strategy of digital marketing for the
selected company.
Macro Environment – PESTLE Analysis

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Political Factor  Foreign investment in Malaysia has ranged from USD 9 billion
to USD 12 billion since 2010, making Malaysia one of the
highest beneficiaries in that area of FDI, but in 2018 levels of
FDI levels have fallen to USD 8.09 billion; lowest since 2009,
while the rest of the country has recovered generally (UNCTAD
World Investment Report 2019).
Economic
Factor

Social Factors  As per the analysis, in the year 2019 social shopping is the
buzzworthy trend and is considered to be the new way for the
eCommerce brand to vend their services and products online.
There are around 60% of the people who get to know about the
product on Instagram. Besides this, 30% of the consumer use
platform of social media such as Instagram, Snapchat,
Facebook, or Twitter. In addition to this 74% of the people
purchase by a chatbot on social media (Add This, 2019).
 This reveals that today customer is majorly making use of the
internet to purchase clothing which shows that it is significant
for H&M Company to market the product on different social
media and online sites to attract customers and influence them
to purchase the product.
Technological
Factor


4
Ethical and
Legal Factors

Environmental
Factor
 .

5
Micro Environment – TOWS Analysis
TWOS Analysis
In order to highlight the relationship between all the aspects this TWOS is being presented by
taking into consideration the case of Hennes & Mauritz.
TOWS Opportunities (O)
1. Opportunity to expand
on the e-commerce
platform by the use of
social media.
2. Flourishing market for
international brands
Threats (T)
1. Intense competition
from brands like Zara.
2. Presence of H&M on
social media platform is
not satisfactory.
Strength (S)
1. Extended operations
across the world.
2. Strong relationship with
suppliers creating strong
supply chain.
SO (Maxi-Maxi Strategy)
1. To adopt the digital
marketing strategy under
which it can expand its
operations over social media
platform and target its
existing target base.
2. Marketing development
strategy can be adopted in
order to target flourishing
markets with the use of
strong supply chain.
ST (Maxi-Mini Strategy)
1. Market penetration
strategy can help in
increasing the promotion
intensity in the existing
market to entice existing
customers which will help in
giving the competition to the
rivals.
2. With the market
penetration company can
focus on marketing its
services over social media
platforms and can provide

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easy supply to its customers
with the use of strong supply
chain.
Weakness (W)
1. Failed in moving beyond
the niche market.
2. Failed in Diversification
WO (Mini-Maxi Strategy)
1. Digital marketing strategy
can help in expanding
business over different
platforms which will
definitely motive company
to product portfolio as per
the demand of the customer.
2. Product development
strategy can be adopted to
cover the flourishing and
growing market.
WT (Mini-Mini Strategy)
1. Joint venture can be
adopted as the strategy with
other brands offering range
of products like furniture,
luxury household products.
2. Diversification strategy
can be adopted by moving
operations to the e-
commerce platform and
offering range of products.

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STP Analysis (Segmentation, Targeting and Positioning)
Segmentation
The segmentation of the market is done on the basis of four categories that will also be
followed by the H&M.
Demographic segmentation – Under this category of segmentation, the H&M divides the
market grounded on diverse variables such as age, gender, income, nationality, family size,
etc.
Behavioral segmentation – Under this category of segmentation, the company divides the
market based on different variables like decision-making pattern, usage, and behavior of the
market.
Geographical segmentation – Under this category of the segmentation, H&M divides the
market based on the geography of the people. This is because the needs of the customer
change based on the geography in which they are located.
Psychographic segmentation – Under this category of segmentation, the company divides the
market based on the lifestyle of people, opinions, interests, and activities. This type of
segmentation is a bit similar to behavioral segmentation.
Targeting
The customers who are included in the target market are those who share similar
characteristics comprising buying power, incomes, geography, and demographics. In
consideration to H&M, the target market to whom its marketing efforts will be targeted is
middle to high-income customers. The specific target market that is focused by the company
are adults, teenagers, women, and men. Besides this, as the company operates its business in

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around 74 nations, in a similar manner the company will do its digital marketing in all these
countries to have a broader consumer range.
Positioning
For positioning the brand or product, businesses may focus and highlight the distinguishing
features of their product or brand or they may focus on establishing an appropriate image by
the marketing mix (Levens, 2010). Considering the concept of positioning, H&M will
position its products in the eyes of the target market by highlighting its premium brand with
the youthful vibrancy. Besides this, the company targets its market by highlighting its
clothing line that offers comfort and style. Every competitor does not offer similar features
and quality of their products like H&M offer to its customers.

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Objectives of Hennes & Mauritz
Objective 1. The objective of H&M is to achieve around 50% of the existing customers to
service their online accounts by January 2021. Company will achieve this objective by:
Objective 1 To achieve 50% of the existing customers to service their
online accounts by January 2021.
Criteria Explanation Metric
measurement/justification
Specific As it is known that the
fashion industry is moving
towards digital platform
because the customers are
most of the time, stay online
for entertainment due to
which most of the businesses
are moving towards e-
commerce. This is leading to
increase the competition and
reducing consumer base of
H&M. In order to deal with
this, it is important for the
company to move towards
digital platform and motivate
its customers to purchase
through online medium by
providing different offers.
The outcomes of the efforts
made can be measured in
terms of increasing sales of
the products, revenue, and
the percentage of sales that
has been earned from the
digital platform. This can be
easily measured by the
digital management of the
company.
Along with this, the number
of search of the products of
the brand on the browser and
on different digital platforms
including company’s
websites can help in
measuring the percentage of
people shifted to online

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platform of purchasing the
products of H&M.
Measurable It can be measured by
keeping a check on the
increasing traffic on the
social media platform
Achievable Offering different types of
rebates to the customers to
become a part of the online
network will help in
achieving the planned
objective because it will
attract them to purchase the
product.
Relevant/Realistic There are number of players
in the market who have
adopted the same norm. For
instance, Zara it is considered
to be very famous among
girls not just it provide range
of products but it is
accessible on different online
platforms, which has allowed
most of customers to
purchase its products through
those mediums.
Time Bound Considering the effective

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position that H&M has
gained in the market, it will
take around one year to
achieve this objective.
Objective 2. The objective is to increase the visibility of the brand on social media on the
standards set by Buzz Sumo. This objective will be met by:
Objective 1 To increase the visibility of the brand on social media on
the standards set by Buzz Sumo.
Criteria Explanation Metric
measurement/justification
Specific The increase in the footfalls
and time of the sessions will
help in meeting the objective.
The increasing sales over
digital or online platform will
help in measuring whether
the objective of increasing
visibility on social media is
achieved or not.
The feedback of the
customers will also help in
understanding the
performance and appeal of
the website and pages of the
company.
Measurable In order to identify whether
the objective can be achieved
or not, it is important to
calculate the likes, views,
and other activities on the
page.
Achievable The use of search engine
optimization exercise will be
done in order to optimize the
website of the business to get
un-paid and organic traffic