Comprehensive Report: H&M Marketing Strategies, Terms, and Research

This report provides a comprehensive overview of H&M's marketing strategies, focusing on key marketing terms and various market research methods. It defines essential concepts such as market segmentation, product lifecycle, mass market, niche market, and unique selling points, illustrating their application within H&M's business model. The report also details different types of market research, including surveys, interviews, focus groups, and customer observation, explaining how H&M utilizes these methods to understand consumer preferences and gain a competitive advantage. The document concludes with a flowchart illustrating the marketing strategy based on resources, objectives, and market possibilities.

BUSINESS
MANAGEMENT

TABLE OF CONTENT
• Introduction
• Key marketing terms
• Table containing different types of market research

INTRODUCTION
• Marketing episode processes has been taken by the government to promote and sell
products or services in the market and also includes market research and advertising.
• H&M also uses various kinds of advertisement techniques and marketing techniques
to market their products and mostly use social media marketing for promotion of their
products and services (Pandey, Nayal, and Rathore, 2020).
• In order to have effective marketing strategies the company should be aware of
various marketing terms that are given below

KEY MARKETING TERMS
Market segmentation: Market
segmentation refers to the process in
which an organization divide their
target market into approachable groups
and create subsets of the market.

PRODUCT LIFECYCLE
• In product life cycle H&M is required divide their
life cycle of the product into four stages that is
introduction maturity growth and decline of the
product (Wu, Y., 2020).
• The management and professionals of marketing of
the company uses this factor to decide their
effective strategies related to the reduction in prices
expansion of New Market advertisement and
designing of packaging.

MARKETING
• Marketing is a term which helps a
business organization to promote and
sell their products and services
among the market using various
strategies and includes advertisement
promotional activities production
concept and market research.

MASS MARKET
• Mass market refers to the group of
target consumers or end consumers of
the product and services offered by the
company.
• Mass market generally signifies the
large number of consumers in the
market for the company.

NICHE MARKET
• Niche market is a smaller part of mass market
which has higher number of sales of the
products and services offered by the company.
• The specialized market for H&M for their
clothing brand is the market of United
Kingdom

UNIQUE SELLING POINT
• Unique selling point is also known as unique selling
proposition which helps to identify the factor which
helps the products and services of a company to
differentiate from their competitors (Kolhede, and
Gomez-Arias, 2021) .
• The fast adaptation of fashion in H&M can be
considered as the unique selling point of the company.
Apart from this their online presence and quality of
clothes are also considered as their USP

TABLE CONTAINING DIFFERENT
TYPES OF MARKET RESEARCH
Market research Meaning
Surveys Survey helps a business organisation to ask randomly with people
about the product and services and their reviews so that the
company can be able to identify their weaknesses and rectify
them to get more opportunities in the market.
Interviews Interview is a proper process in which proper section of group has
been selected on a random basis to ask some questions related to
the marketing of the product and their pros and cons so that the
company can be able to collect effective data for their product and
services before launching in the market.

CONTINUE…
Focus groups Focus groups is the most dangerous method to select data with the
population is it brings together very carefully selected group of people
who are considered as a target market for the company. In case of HRM
people of various ages with different genders are targeted to have a
trained moderator conversation about the product and the experience of
people using the product (Kolhede, and Gomez-Arias, 2021) .
Customer observation Observation is the most powerful method to be used by h and m for the
market research purpose in which customers are observed on the basis of their
taste and preferences and noted down by the company executive so that they
can make effective strategies to engage more users with the product. Apart
from this this also includes observation of products of competitors to provide
more ideas to gain competitive advantage in the market for the company.

FLOW CHART SHOWING THE MARKETING
STRATEGY TO FOLLOW DEPENDING UPON
THE RESOURCES, OBJECTIVES AND
MARKET POSSIBILITIES

REFERENCES
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B
organizations: structured literature review and future research
directions. Journal of Business & Industrial Marketing.
Wu, M.Y., 2020. Organizational Acceptance of Social Media Marketing: A
Cross-Cultural Perspective. Journal of Intercultural Communication
Research, 49(4), pp.313-329.
Kolhede, E. and Gomez-Arias, J.T., 2021. Segmentation of individual donors
to charitable organizations. International Review on Public and Nonprofit
Marketing, pp.1-33.