Analysis of Marketing in Tommy Hilfiger: A Comprehensive Report

This report provides a comprehensive overview of the marketing functions within Tommy Hilfiger, a premium American clothing firm. It begins by explaining the role of marketing and its various activities, including market research, promotion, and product development. The report then delves into the structure of Tommy Hilfiger's marketing department, detailing the responsibilities of key roles such as the marketing manager and social media manager. Furthermore, it outlines the marketing process, emphasizing the importance of the marketing environment and its impact on customer understanding and planning. The analysis extends to how the marketing function interrelates with other departments, such as finance, research, HR, and production, highlighting the importance of interdepartmental communication for achieving company goals. The report concludes by summarizing the vital role of marketing in achieving organizational objectives and fostering overall company growth.

Marketing Essentials

Table of Contents
INTRODUCTION......................................................................................................................3
TASK 1 ....................................................................................................................................3
1. Explain the role of marketing as a function in Tommy Hilfiger.......................................3
2. Explain the structure of the marketing department of Tommy Hilfiger, also explain the
roles of the marketing department.........................................................................................4
3. Provide an overview of marketing process and explain the importance of marketing
environment to the marketing function.................................................................................5
4. Analyse how the marketing function influences and interrelates with other departments
in the organisation.................................................................................................................7
CONCLUSION..........................................................................................................................8
REFERENCES...........................................................................................................................9

INTRODUCTION
Marketing can be studied as activities of the companies that are linked with buying
and selling of the products and services (Berkowitz, 2012). Additionally, it comprises of
various other activities such as advertising, selling and delivering of the goods. This
assignment will discuss about key roles of marketing division of Tommy Hilfiger along with
the process of marketing that is practised by the respective organisation. There will be an
explaination of structure of marketing department inclusive of different marketing roles.
Overview of the marketing process will be provided along with analysis of interrelation of
marketing function with other departments.
TASK 1
1. Explain the role of marketing as a function in Tommy Hilfiger.
Marketing is a very important function of Tommy Hilfiger which helps the
organisation to identify the right marketplace for the product. It also helps in promoting the
products of the respective organisation to the targeted audience by differentiating from other
similar products that are available in the market. There are various marketing functions of
Tommy Hilfiger such as market research, advertising, market plan, promotions and many
more. Some of these are discussed below:
 Market Research- The key responsibility of marketing research team is to analyse
and provide data of the customer using various elements such as demographics, etc. in
order to attain collective data that can be used to raise the sales level of Tommy
Hilfiger.
 Promotion- Promotion is an activity of marketing which focuses on marketing
communication which is used to attract targetd customers. The aim of promotions of
Tommy Hilfiger is to increase the number of sales, create awareness and interest in
the respective company’s products. Some of the promotional activities adapted by the
company are advertisement, discount offers, etc.
 Product Development- The product development here refers to modification of an
existing product of the respective organisation with new characteristics or producing
new products in order to attain large market share and satisfy the changing needs of
the customers.
 Customer Service- It is the process of safeguarding customer satisfaction with the
products and services. Often, this process takes place while making transactions like
sales, etc. usually conducted by various methods such as self-service system, phone
calls or one to one interaction(Brassington and Pettitt, 2013). It is a very integral part

of Tommy Hilfiger which helps in maintaining client relationships which helps in
increasing the revenue of the respective organisation.
 Marketing Plan- It is an all-inclusive blueprint document which is consist of
business advertisement and marketing strategies of Tommy Hilfiger for the coming
year. The marketing plan should be practical, achievable and measurable.
2. Explain the structure of the marketing department of Tommy Hilfiger, also explain the
roles of the marketing department.
Marketing division of the company is a very vast department of Tommy Hilfiger.
There are many roles and responsibilities that are taken care by this division. The structure of
the marketing department of Tommy Hilfiger is consist of marketing manager, product
manager, social media manager and many more. The roles of these departments are given
below:
Marketing Manager-
The roles and responsibilities of marketing manager is mainly focused on managing
and implementing marketing operations of the respective company. Along with this, the
marketing manager is responsible for many other duties. These are given below:
 Developing market strategy- The marketing manager of Tommy Hilfiger is
responsible for developing various strategies to promote its products and services in
order to raise the sales level and achieve the ultimate goal of the respective company.
 Identifying new business opportunities- The marketing manager of Tommy Hilfiger
analyses the market trends in order to detect new unexplored market for their products
in order to expand their market share and revenue.
 Market research- The marketing manager conducts market research in order to have
better understanding of customer needs and demands which helps the respective
organisation to modify its product range as per the market trends and helps in
attaining customer satisfaction.
Social media Manager
The social media manager of the concerned organisation is responsible for
administrating social media marketing and advertisement of Tommy Hilfiger(Durmaz, 2012).
Along with this, the social media manager is a tool for managing the content related assets of
the respective organisation. They help in representing the positive brand image of the
concerned organisation in order to attract more customers. Some of the administration of
social media manager includes:

 Planning and Goal setting – The first and the foremost responsibility of social media
manager of the respective company is to plan the strategy for online marketing
operations and set goals that needs to be achieved in a measurable time period in
order to attain more sales and revenue. The goals should be practical and measurable
which will help the social media manager of Tommy Hilfiger to implement the
strategies accordingly.
 Promoting brand awareness and online reputation- In order to educate customer
about company products and have a good brand name in the market, the social media
manager of the respective firm develop brand awareness and online reputation of
Tommy Hilfiger.
 SEO (search engine optimization)- In order to stay at the top of the search list of the
customers, the social media practice SEO tools in order to promote the authentic
information and official website of Tommy Hilfiger. The Social media manager
assures that the information that is provided on the website is authentic and assures
that the official website stays at the top of the search list.(Jones and Rowley, 2012).
3. Provide an overview of marketing process and explain the importance of marketing
environment to the marketing function
The marketing process is a tool of analysing the opportunities that are present in the
market, selection of the targeted market, development of marketing mix and management of
marketing efforts for the concerned organisation. The steps of marketing process are as
follows:
 Analysis of market opportunities- The first step of marketing process of Tommy
Hilfiger is to analyse the market to avail the opportunities that are present in the
market such as needs and demands of the customers that are still not available in the
market by the competitors.
 Selection of the target market- In this method, the targeted segment of the
customers are selected. In order to do that, Tommy Hilfiger carefully analyse the
target market in order to select the final target customers for the company. For this,
the company uses STP method which is consist of segmenting, targeting and
positioning its product in the desired market place.
 Development of Marketing mix- The marketing mix is a tool that is used by the
respective organisation in order to receive desired result in the targeted segment. Also,
the demand of the product is influenced by the marketing mix of the organisation. It is
consist of 4 p’s i.e

o Product – It is the final finished goods and services that are offered by the
respective company to the market such as apparel, footwear, etc.
o Price- It is the rate of the product which is been paid by the customer and
helps the Tommy Hilfiger to increase its revenue.
o Place- The area or stores where the concerned company provides its services
such as Europe, US, Asia, etc.(Lancaster and Massingham, 2012)
o Promotion- The tools that are practiced by the respective company in order to
raise its number of sales such as various advertisements, offers, etc.
 Managing- The management of marketing efforts are consist of the combination of
elements of marketing mix that are selected for targeted market.
Importance of Marketing Environment for marketing function-
Marketing environment is very crucial for Tommy Hilfiger. The marketing
environment (internal and external) helps attaining the profits, image, positioning and future
growth for the company. Along with this, the marketing environment is also important for
marketing function of the respective company in order to operate more
efficiently(Scarborough, 2016.). The importance of marketing environment for marketing
functions are given below:
 Understanding customers- The marketing environment of the concerned company
helps in better understanding of the customer’s demands and trends. Furthermore, by
analysing the market environment of Tommy Hilfiger and understanding the
customer’s needs, the marketing division can develop their product as per the
customer’s needs and attain more profit from the market (Marketing functions, 2018).
 Essential for planning- By analysing the external and internal market, the planning
of the strategies and other management operations of the respective organsiation can
be more easy and accurate. For instance: Thorough understanding of taxes, trade and
duties will be helpful in determining right pricing for products and services.
4. Analyse how the marketing function influences and interrelates with other departments in
the organisation.
There are many division in the concerned organisation who have different work
profiles and deals in different set of works. Some of the departments of the organisation are
Sales, Marketing, finance, HR and many more. However, every division of Tommy Hilfiger
is interrelated with each other and helps in attaining the common goal of the respective

company i.e to earn more profit and company’s growth(Perreault, 2010). The interrelation of
these departments are mentioned below:
 Marketing and Finance- The roles and responsibilities of finance team is to manage
funds and provide adequate finance to the various department of the firm in order to
conduct their operations. Similarly, the finance team of Tommy Hilfiger provides
funds to the marketing department which helps them to conduct their functions and
operate efficiently.
 Marketing and Research- The research team is responsible for providing adequate
data by analysing various factors which helps in providing the demands and needs of
the customers (Functions of Marketing Manager, 2018). By such analysis, the
marketing division of the respective organisation can make more powerful strategies
in order to sustain and attract more customers for the products of the concerned
organisation.
 Marketing and HR- The Human Resource department of the organisation is
responsible for selecting the right candidates that are suitable for the job profile in
order to increase the productivity of the concerned organisation. Similarly, the HR
division of Tommy Hilfiger can help the marketing department by appointing well
trained and experienced staff members which will help marketing division of the
respective organisation to increase its productivity and result in achieving the targets
more effectively (Pike, 2015).
 Marketing and production- The production department of the respective
organisation is responsible for production of the products and services that are served
by the Tommy Hilfiger in order to earn revenue. Hence, the marketing department can
help the production division of the concerned organisation in promoting their products
to the right customers and also guide about the modification that are desired by the
customers.
CONCLUSION
From the above assignment, it is to conclude that marketing plays a vital role in
achieving the objectives of the respective company. Additionally, it can also be concluded
that the role of marketing department in the concerned organisation is very important and
there are various functions that are carried out by the marketing division of the respective
company. Along with this, the interrelation between marketing department and other
devisions of the organisation can also be studied such as marketing and HR, marketing and
production and many more. The smooth communication and interrelation between these

departments of the respective organisation helps in achieving more revenue and growth of the
organisation.

REFERENCES
Books and Journals
Berkowitz, E., 2012. Essentials of health care marketing. Jones & Bartlett Learning.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Dibb, S. and Simkin, L., 2013.Marketing essentials. Cengage Learning.
Durmaz, Y., 2012. A theoretical approach to the concept of advertising in marketing.
International Journal Economic Research.[23 Januari 2015].
Jones, R. and Rowley, J., 2012. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Lancaster, G. and Massingham, L., 2012.Essentials of marketing management. Routledge.
Perreault, W.D., 2010. Essentials of marketing: A marketing strategy planning approach.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Scarborough, N.M., 2016. Essentials of entrepreneurship and small business management.
Pearson.
Online
Marketing functions.2018. [Online]. Available
Through:<http://www.businessdictionary.com/definition/marketing-function.html>.
Functions of Marketing Manager.2018. [Online]. Available
Through:<https://www.gktoday.in/gk/functions-and-responsibilities-of-marketing-
manager/>.