MKTG 2438 - Tommy Hilfiger Direct Marketing Campaign Analysis

This report provides a comprehensive critique of a direct marketing campaign by Tommy Hilfiger, focusing on an email offering discounts to both members and general customers. The analysis covers the campaign's offer, evaluating its components and call to action, the creative aspects, assessing its message and alignment with the brand image, and the market segmentation strategies employed, including targeting retail outlets, the upper-class, and online shopping portals. The report concludes that Tommy Hilfiger's direct marketing efforts contribute to customer loyalty and brand recognition, highlighting the importance of strategic marketing tactics in the company's success. The appendices include the marketing piece of Tommy Hilfiger, providing a visual reference for the campaign.

Campaign Critique:
Introduction:
Tommy Hilfiger, a company founded in 1985, formerly known as Tommy Hilfiger
Corporation and Tommy Hilfiger Inc., is a premium clothing company of America. Their
mission is to be the most sustainable designer, through its unique characteristic of creating
products, managing operations, and connecting with their members and stakeholders. The
members will get the priority of being notified about their exclusive offers, promotion of
various events and parties that are conducted. The members receive their exclusive
promotions or offer through their registered email addresses respectively (Tommy Hilfiger,
2019). The CRM of the organization needs basic information while filling up the membership
form, like, name, address, email, and birthday (Doyle and Moore, 2018).
The Offer:
This accounts for 30% of the result of the campaign. The offer provided by the store is that
the customers will get 50% off on the entire store (conditions apply) but there has been an
additional benefit that can be enjoyed by the members with the prevailing offer, i.e., $30 off
on the purchase of above $100 and $50 off on the purchase of above $150(Tommy Hilfiger,
2019). There are eight components for creating an offer as described in Chapter 5. Some of
them are:
● A clear narration of the created story
● Reliable framework for content creation
● Effectiveness of writing
● Measuring and analyzing the content
The call to action for this offer is definitely going to be positive for the members as they are
enjoying the drastic reduction of prices based on the offer.
The Creative:
The final part is the Creative for a direct mail campaign. There are various rules for
constructing a mail that denotes or looks like a male piece. The company has to pay the
promise that has been stated in the offer. By providing an easy way to respond, the campaign
becomes very easier for everyone. The creative was perfectly in line; thus, it convinced the
members to entertain the offer and enjoy it (Zentes et al., 2017). Despite the additional
benefits enjoyed by the members of the company, the campaign attracts other customers as
well, as the company is providing enough discounts for them.
Segmentation of markets:
In accordance with the received marketing piece, there can be three marketing segments.
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● Retail outlets and departmental stores:
Tommy Hilfiger possesses one of the largest distribution channels. They have one thousand
four hundred free retail stores, which has been the most attractive business tactic. They have
several departmental stores and fifteen thousand staffs working effectively, which has been
the core strength of the company.
● Upper-class section of the society:
The leading cool style brand, Tommy Hilfiger, targets the upper-class section of the society,
for whom, price does not matter. The introduction of a premium pricing strategy in the
marketing strategy has been the major ground of profit for the company (Smilansky, 2017).
● Tie-ups with other shopping portals:
It has set various tie-ups with numerous shopping portals for selling its products. This helped
the company to reach new customers and create new stakeholders and members.
Conclusion:
Tommy Hilfiger, with this kind of direct marketing campaigns, increases the reach of
satisfied customers, thus gaining their loyalty. Bearing the brand image of a premium and
attainable brand, the company has been reaching new heights. The implementation of various
new and smart tactics regarding marketing has played the role of a catalyst in the path of
success of the company.
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References:
Doyle, S.A. and Moore, C.M., 2018. Luxury Brand Outsiders: Understanding the Success of
British and American Luxury Brands. In Global Luxury (pp. 65-86). Palgrave, Singapore.
Smilansky, S., 2017. Experiential marketing: A practical guide to interactive brand
experiences. Kogan Page Publishers.
Usa.tommy.com 2019. Tommy Hilfiger® United Kingdom | Official Online Shop. [Online]
Available at: https://usa.tommy.com/en/[Accessed 27 May 2019].
Zentes, J., Morschett, D. and Schramm-Klein, H., 2017. In-store Marketing. In Strategic
Retail Management (pp. 327-350). Springer Gabler, Wiesbaden.
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Appendices
Marketing Piece of Tommy Hilfiger
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