Tommy Hilfiger: Marketing Research Report for Module B8MK102

This marketing research report provides an overview of Tommy Hilfiger's market position, target audience, and strategies. It includes a situation analysis, company profile, key market players, market trends, and identifies opportunities and threats. The report also classifies market segments, focusing on Generation Z and male/female demographics, detailing their behavioral and psychographic characteristics. The research highlights the importance of digital technology in reaching Generation Z and the brand's efforts to cater to their needs through personalized and interactive methods. Furthermore, it touches upon sales forecasting, perception, and marketing variables influencing Tommy Hilfiger's performance. Desklib offers a variety of resources, including past papers and solved assignments, to assist students in their academic endeavors.

Tommy Hilfiger
Marketing Research – Module Code: B8MK102
Lecturer: Dr.Shakeel Siddiqui
15. DEZEMBER 2017
Shirin Ghotbi, Rachel

Table of Content
EXECUTIVE SUMMARY 3
INTRODUCTION 3
OBJECTIVES 3
SECONDARY RESEARCH 3
SITUATION ANALYSIS 3
COMPANY PROFILE 3
KEY PLAYERS IN THE MARKET 3
MARKET INFORMATION 3
OVERVIEW OF MARKET TRENDS 3
OPPORTUNITIES AND THREATS 3
CLASSIFICATION OF SEGMENTS 3
OTHER RESEARCH 3
PROFILE OF TARGET MARKET 3
SALES FORECAST 3
PERCEPTION 3
MARKETING VARIABLES 3

Executive Summary
Introduction
 Brief overview
 present research problem
Objectives
 Research Problem in Detail
 why it needs to be solved via marketing decisions
 Outline alternatives
 Explain info needed to make correct decisions
Secondary Research
Situation Analysis (Rachel)
Company Profile (Rachel)
Key Players in the Market (Shirin)
Market Information (Shirin)
 Brands, shares, etc
Overview of market trends (Shirin)
Opportunities and Threats (Seda)
Opportunities:
1. Fashion is an ever-evolving trend. Therefore, the biggest opportunity for
Tommy Hilfiger is to innovate in the style of apparels (Jobber and Ellis-
Chadwick, 2012). Since the technology is evolving, the company has
various opportunities to expand its stores and carer to the expanding
needs of the customers.

2. They can also expand their product lines and get into the unexplored
sectors in the developing countries where the market is still untapped.
3. The income of the new emerging economies has increased considerably
therefore; it can invest in those economies and take advantage of the
situation (Perreault Jr, Cannon and McCarthy, 2013).
Threats:
1. There are various international brands present, which have been giving
competition to Tommy like Polo, Ralph Lauren, Levis and others.
2. The economic condition of the globe is slowly moving towards a slowdown,
which can cause a reduction in the demand for a premium priced product
like Tommy Hilfiger (Hollensen, 2015).
3. The fashion is constantly changing which can lead to inventory issues.
Classification of segments(Seda)
 Generation Z-
Generation Z is referred to as that group of people are born after 1995.
This group can be roughly varying from 5-22 years of age. Tommy believes that
these are the people who are capable of becoming the most powerful segment in
the world and that this segment includes certain group of youngsters who have a
certain budget mind. They tend to have finicky buying habits (De Mooij, 2013).
This segment of the market consists of the variables like:
 Demographic (Age) - Consists of people between the age 5-22 years
of age.
 Behavioural (Pattern) - They have a finicky pattern of buying. They
tend to buy very often.

 Psychographic (Style)-There sense of style is modern as well formal.
This is best for Tommy as it offers a similar line of clothes
However, it is because of the size and this budget that the Gen Z has been
the target for various brands and retailers. It has been predicted that by 2020,
this segment is proposed to reach 2.6 million.
One of the major highlights of this group is that they are the first ones in
the world to be connected by Internet and Smartphone. Hence, to target this
group, the brand uses personalized and interactive method using digital
technology.
It has been observed by Tommy that Gen Z does not always plan to shop
using their smart phones instead they also prefer to sop in stores, however, the
Gen-z is the main user of the company`s mobile applications and websites.
These people are open to various options available in their Smartphone
and thus like to browse before buying. It is also believed by Tommy that as soon
as this segment likes something they tend to buy it without a second
consideration (Czinkota and Ronkainen 2013). They also tend to take advice from
various store associates as compared to other groups.
Since this group likes to shop both in store and on app. Tommy has come
up with various collaborative ideas to cater to the needs of this group. It has
displayed its merchandize on Tommy Hilfiger applications as well as other
applications around the globe. Tommy has realized that the brand as a retailer
has to be agile and cater to all these needs. Therefore, Tommy is constantly
experimenting to meet these demands.
 Male/Female

The male female segment takes care of the Demographic variable based on
Gender.
Male:
 The brand is recognized for adding a tint to the classic American style
with a modern and fresh twist which is inspired by the brand`s love for
rock culture.
 Tommy Hilfiger- Focuses on a 25-40 year old consumer
 Hilfiger Denim- Concentrates on the 18-30 year old denim oriented
consumer
 Hilfiger Tailored- Also targets 25-40 year old. This line integrates a
sharp and sophisticated style of menswear heritage (Kapferer and
Bastien, 2012).
Female:
 Since women have a classic sense of style from a young age, Tommy
targets women from the age group 18-38. In the same manner as
men`s wear, Tommy integrates classis American style with a twist.
 The brand offers various accessories and clothing lines for women.
 These lines vary from corporate wear, to casual and include party wear
too.
Other Research
Profile of Target Market
Sales Forecast
Perception
Marketing Variables

References
Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage
Learning.
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural
paradoxes. Sage Publications.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson
Education.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No.
7th). McGraw-Hill Higher Education.
Kapferer, J.N. and Bastien, V., 2012. The luxury strategy: break the rules of
marketing to build luxury brands. Kogan page publishers.
Perreault Jr, W., Cannon, J. and McCarthy, E.J., 2013. Basic marketing. McGraw-
Hill Higher Education.