Marketing Essentials Report: H&M Roles, Mix and Plan

This report provides a comprehensive analysis of the marketing essentials for H&M. It begins by outlining the roles and responsibilities of the marketing function, emphasizing market research, promotion, selling, and pricing strategies. The report then explores the relationship between the marketing department and other key departments within H&M, such as production, sales, finance, and human resources, highlighting the importance of collaboration and adaptation to market trends. A comparative analysis of H&M and Zara's marketing mix is conducted, examining their product offerings, pricing strategies, promotional activities, and distribution channels. The report concludes with the development of a marketing plan specifically tailored for H&M, incorporating the insights gained from the preceding analysis to provide strategic recommendations for the company's future marketing endeavors.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1. Roles and responsibility of marketing function.....................................................................1
P2) Roles and responsibilities of marketing ...............................................................................2
LO2..................................................................................................................................................4
P3) Comparing marketing mix process with two companies......................................................4
LO3..................................................................................................................................................6
P4) Marketing plan .....................................................................................................................6
CONCLUSION................................................................................................................................9
REFERNCES ................................................................................................................................10

INTRODUCTION
Marketing is an action which is implemented for promoting and increasing the selling of
the product and services which is including market research and advertising. H&M is dealing in
clothes and with new fashion accessories. H&M company is dealing in the fashion accessories
and the clothes regarding women and men children. Study will explain role and responsibility of
marketing in business unit. Furthermore, it will conduct marketing mix and will compare it with
other firm. In addition, study will prepare marketing plan for H&M.
LO1
P1.Roles and responsibility of marketing function
Marketing functions have to play several roles and responsibilities and its all functions
are mainly responsible for the growth of the company. Marketing department has to perform
various roles and responsibility to fulfil the need and demand of consumers. These roles and
responsibilities include the following:
Market research- It is one of the most important function of marketing. In this regards
the marketing department collects and gather information related to the consumer and their need
and demand. They have the main role and responsibility to analyse consumer trends and modify
their products according to it. For doing market research they focus on market survey. By using
several modes of collecting data like use of questionnaire method and feedback so that they can
have an idea about if consumer are taking interest in their products or not. The main aim of
conducting research by marketing department is to know about the strategies followed by other
same industry's companies. It can help companies in increasing their profit share and it will also
help them in gaining competitive advantage (Stephen, 2016).
Market promotion- Marketing department also have role and responsibility to promote
products and services of company for which they work. It can help them in making consumers
aware about product and increase its sales. Various promotional methods can be used by
marketing department in the context of market promotion such as Facebook, Instagram, celebrity
endorsement and many more and its all depends on the size of the company. Consumer also
become aware about the products through brand promotion. This promotional functions and roles
of marketing department help them in increasing their sales aspects. By Marketing promotion an
organization can achieve their objectives related to sales and profitability.
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Selling- Selling and marketing are often considered distinct functions within the
promotional element of the marketing mix. However, when looking at marketing and
communications as a big umbrella that encompasses all promotional efforts, selling is a more
personalized form of communication than other types of marketing. An organization can increase
their sales by promoting their products and services through various promotional channels.
Marketing has the role and responsibility to increase the sales by contacting to manufacturers and
wholesalers (Wilden and Gudergan, 2015).
Pricing- Marketing function of pricing has the role and responsibility to set such prices
which attract consumers. Setting appropriate prices can help an organization in gaining
competitive advantage. Setting Prices of products and services depends on competitors as
marketing department analyse that what its competitors and same industry companies are
adopting pricing strategy. It can help them in making ultimate profit. An organization can make
use of various type of pricing strategies in order to grow. They have this major role and
responsibility. Prices can be set according to consumers and competitors (Punjaisri and Wilson,
2017).
P2) Roles and responsibilities of marketing
Marketing is handled by the marketing department which handles the promotion of
product and it has impact on the image of company. Consumer needs are satisfied and as well
innovation as per time is important in the field of marketing. H&M company has as effective
marketing strategies and plans. Marketing department is linked to other departments of the
company in following ways.
Marketing and production department: The main aim of marketing function is to Listen to the
needs of customer. Product must be made according to the demand made by the customers,
demands like low cost of product and quality of the product must be as per need of customers.
Customers give feedback and reviews of the company regarding the product to the marketing
department. This feedback and reviews are given to the production department for improvising
the product by the marketing department. Production department of the company is improvising
the product as per the marketing department which will satisfy the needs of the customers (Datta,
Ailawadi, and Van Heerde, 2017).
marketing with sales department – marketing department is giving the details of the
customers to the sales department for increasing the sales of the product. Sales department
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controls the sales of the company, marketing department instructs every department how to work
on the product of the company following the needs of the company.
Marketing with finance department – finance department holds the manufacturing
price of the product and as well profits included in the price of the product. Nowadays Product
offers are useful for customers as well company, because customers want extra and offers are
attracting customers and as well company can sell extra products with offers. Marketing
department is giving the needs of the customers to the finance department for the offers and the
discounts which have to be allotted on the products. Nowadays companies are offering cashback
through online shopping whereas various other offers are entertaining customers in market.
Fashion products must be well packed and it is an important part for designing the product as
well offers on the product. Packing and designing of product are part of marketing and marketing
strategies. Whole work packing to the selling of the product is linked with the finance
department which controlling the price of the product as per the need of customers.
Marketing with human resource department – marketing department will ensure that
the human resource department are meeting production targets and the research team must try to
develop the new product ideas. Human resource team must recruit and have competent sales
team. Marketing department is having an ensuring that the employees recruited are appropriate
and have skills or not.
All the department of the company must be included by the marketing department and
the relevant information for all department must be provided to them by the marketing
department. Competition in the market is would be managed and controlled by effective working
of all departments of the company. Competition in market is increasing day by day but product
needs something special which would attract customers especially in field of fashion. All the
department H&M company must think to add something special in the product which fight the
competition in the market. Competition in market is increasing as technology is upgrading in
time. Production deaprtment of Company must try to face competition and try to launch
something innovative in market which will rule market. Strong competition in market is having
the impact on sale of product, sales department is trying to launch new products must be of the
company to fight the competitors in market. Competitors in market are using company weakness
as their strength, so company must try to overcome the weakness of product as well weakness of
company.
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Company must try to search for new marketing tools such as tracking of products and
using new technology for marketing of product such as using emails and marketing through
social media (Barce, and et.al., 2017). marketing department of the company must request
financial department that the efficient marketing tools must be provided to the employees for
effective working.
Marketing department must try to achieve the sales of the product. H&M company
must adapt these marketing tools and follow the roles of marketing in effective way. New trends
and brands are attracting customers in market in field of fashion. Sales department is following
segmentation, targeting and positioning whereas production department are fulfilling the roles of
marketing like company is listening to needs of customers through feedback and reviews.
Company is facing strong competition in market which deals with the innovation in product as
per time. Through marketing company has widened the market area for product. Company is
applying tools like advertising through social media and ads on websites as well online business
is gaining importance in market. Through online business company is trying to sell products
through online websites which will promote the product to next level (Mishra, and Modi, 2016).
LO2
P3) Comparing marketing mix process with two companies
Marketing mix H&M ZARA
Product H&M is dealing in clothes which
includes yoga wears and beauty
accessories. Shoes and other fashion
accessories. Company includes
clothes for men, women and teenagers
as well children. It has the latest cat
walk trends, it also offers cosmetics,
sports wear and home department
products.
Zara is dealing in fashion
accessories like clothes, bags and
shoes. It (Clothes) includes formal
as well as casuals. Zara has different
styles which are trend setters with
new designs. Company is also
environment friendly like it recycles
the waste like hangers and plastic
paper bags. Zara uses environment
friendly fabrics which gives them
organic cotton.
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Price Company offers high quality clothes
at reasonable price. Competitors in
market is Zara, prices of company
products are quite lower than Zara.
Lower cost of manufacturing and
transportation of products is
entertaining youth. Company focuses
on minimizing the cost of product.
Company focuses on fashion and
provides products at low prices, its
spend money on advertisements and
material of product. Consumers are
ready to pay Zara for the targeted
price set by the company. Company
also sells products on regular basis
of discounts and offers for which
consumers are waiting.
Promotion Advertisements are done through TV,
social media and you tube.
Sponsorships and discounts are
available for customers at various
stores. Digital marketing is the largest
platform for consumers to connect
with company. Coupons and
collaboration with style icons or stars
is used for promotion of company.
Company spends money on
advertising through mouth publicity
and social media like on Instagram
and Facebook. Zara is not promoting
products through logo on products
and press interviews. It is also not
involving in campaigns. It also sells
good on with variety of styles and
with affordable prices.
Place H&M is distributing goods in major
cities, some countries are having
stores with franchisee partners.
Products are sold through online store
with online payments. Cheap Monday
itself states that products would be
sold at discounted price on Mondays
in all stores of company. Through
online payments and online orders
company is charging delivery charges
with transportation to product to
delivery address.
Zara has it stores in various
countries and as well its is also
distributing goods through online
websites. Zara is brand name with
large supply chain which provides
them strong competition in market.
Various designers are hired by
company for trends setting in
markets. Company stores are owned
by company, stores are not
franchisee.
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Process Company is giving high importance
to customers, employees of company
are trained about how to sell products
and how to give them best services.
Customer care numbers are given to
customers for the complaints
regarding the product. These
complaints are solved by the company
as early as possible.
Company is trying to build strong
relation ship between customer and
company. Toll free numbers are
provided for solving problems of
clients and company is providing the
best quality of products and after
sales service to customers. Company
is hiring trained employees and
which would impress customers to
buy products.
People Employees in the company are well-
trained, working culture of the
company is good for company.
Employees of company are motivated
on regular basis for coming up with
innovative ideas. Skilled employees
are hired by the company.
Working culture of company is good
and effective communication
between employees building image
in the market. Employees are
motivated through incentives and
bonuses. Good working culture leads
to satisfaction of employees and
improves work performance of
employees.
Physical evidence Stores of company have humble staff
with decent looks. Products with
excellent quality are entering in
international markets. Stories and
recommendations of customers are
helping in marketing of products.
Celebrities are invited for launching
of stores in various countries.
Stores of the company are well
maintained and employees are
humble and polite towards
customers. Big celebrities are
invited for launching of stores like
sports stars and television stars.
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LO3
P4) Marketing plan
H&M company needs to make a marketing plan which includes vision and mission
statements, marketing mix and pestle analysis and swot analysis as well. Marketing strategy is
needed for the company products. Marketing budget of the company states about the expenses in
the company.
Vision and mission objectives
Company aims that fashion must be available to anyone, it aims of changing the fashion
industry and take fashion industry to new heights which are being fair and its claims of bringing
a systematic change and positive change in fashion industry these statements are applied to each
and every brand under the company(Byrd-Bredbenner, and et.al., 2017).
Marketing mix
marketing mix includes marketing strategies of the company. These strategies all the PS
of the marketing (Sajid,2016). Product includes quality of product as per customer demand
whereas price of the product must be low affordable for customers to buy the product. Place of
the product must be suitable for customers as well promotion of the products are done buy the
company following new technologies like promotion through social media. Process of the
product must be according to the need of the customers, which includes transportation in case of
online shopping (Fan, Lau, and Zhao, 2015).
Segmentation, targeting and positioning
segmentation is done on the basis of market which includes international market and
fashion products for women men and children as well as teenagers. Segmentation is done on the
basis of fashion and buying ability of the customers. Company also holds designers for following
the fashion trends in the market (Zhang, Yamamoto, Talari, and Khorasanizadeh, 2019).
Positioning of products is important for the company which includes advantages of
loyalty cards and rewards. Customers who want to buy trendy and fashionable clothes and also at
affordable prices with the quality in products must buy from the company (Baker 2016).
H&M is targeting the middle class customers which can buy the products. Company
throws sales every time for targeting the discounted customers which are waiting to buy
products. The news regarding the sales must be reached to every customer which are waiting for
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sale to start. Customers of the company have another choices but company must know the
techniques to attract customers (Liu, Chen, and Balachander, 2017).
Swot analysis
Strengths
customers are satisfied with strong brands
values and through feedbacks and reviews of
the customers. Price of the products are
affordable for the customers. Company is
always stable financially because of demand of
clothes in the customers.
Weakness
trending fashion designs can be easily
replicated. Failing of mall strategies in US and
promotions techniques are not to strong for the
company. Reviews are slow of the consumers
regarding the products. Unsold inventory is
increasing day by day because of change in
trends.
Opportunities
Popularity has been increased of online stores
and purchasing power of the consumer has
increased. Company has entered global markets
which is increasing the image of the company.
Threats
changing in the global economy is affecting
the products and the company. Competitors are
increasing in the global market. Fashion
industry needs innovation with the latest
trends. Local designers are also replicating the
designs of the product.
Pestle analysis
Political Changing leaders in the markets and the world market. De globalization has
been introduced across the whole country. Rules and restriction for trade in
the global countries.
Economical Tax systems are changing in Asian markets and changing labour laws as
well. Tex systems are affecting the product sale and have adverse effects on
the products
Sociological Changing customers choices according to the need of customers and social
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media marketing has been increasing in the markets.
Technological Technological changes in the markets such as data and increasing the
importance of online channels. New technologies also have adverse effects
on the products of the company.
Legal Strict norms and regulations are their in the global market with the foreign
companies entering the global markets. Legal matters must be avoided by
the company for protecting the image of the company.
Environmental Demand of customers is friendly goods and climatic conditions are not
satisfactory as per the product transportation. Environmental changes also
have adverse effects on the quality of the product .
Controlling and budgeting of marketing strategies
marketing strategies need capital form the company, which have to be controlled and
budgeted according to the finance and capital in the company (Kozlenkova, and et.al., 2015.).
Budgeting of the company funds is done by the company owners H&M company does not spend
much on the field of marketing, it focuses on the fields of customer satisfaction. Company is
focusing on the building relation ship between the customers and company.
CONCLUSION
Marketing essentials are important for H&M company which states about marketing mix
which includes 7Ps like price of product and promotion of the product. Price of products of
company must be low and affordable for customers. Promotion of product is done on the basis of
the market segmentation and targeted customers. Promotion is done through social media and
advertisements. Place must be according to the need of the customers and demands of customers
must not be neglected. H&M company is fashion company which is dealing in goods but the
company needs to improvise products according to the need of customers employees of the
company must be motivated for innovative ideas. Competitors in the markets are increasing day
by day but fashion products needs innovation in products. Listening to the customers demands is
must for the company to stand in global market. Marketing plans is improvising following the
rulers and roles of marketing teams in the company, which includes segmentation, targeting and
positioning. Company is also looking in to strengths and weakness of the company.
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REFERNCES
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Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
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Punjaisri, K. and Wilson, A., 2017. The role of internal branding in the delivery of employee
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