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Marketing Unit

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Introduction

Marketing Unit E1. Throughout this unit I am going to try to develop my own marketing strategy and techniques for the company Tommy Hilfiger. The store that I will be assessing is the Bluewater store. I will attempt to identify the methods and strategies that are used by the company when promoting and trying to increase the sales of the Tommy Denim range of jeans and clothing, I shall then attempt to develop my own, better strategies. Marketing is essential to the success of any business. Its primary aim is to enable businesses to meet the needs of their customers and potential customers, whether for profit or not but in the long term hopefully increasing sales. Tommy's target market is extremely varied but the designs of the clothing tend to focus more on the needs and tastes of the older, more classic generation. ...read more.

Middle

* The location of the unit within the shopping complex - The situation of the store also adds to the problems in the sense that the store is located on the upper mall in a section of the complex that is surrounded by expensive, top brand named stores. This does not help as the younger target market often do not browse around the area and stick to the sections where all of the high street brands are situated. * The current persona of the brand- When people think of the Tommy Hilfiger label, they tend to think of big flags and bold designs, which in today's market is uncalled for. People want discrete labels. Also the Tommy Hilfiger range of clothing is associated more with the older, more mature and classic age group of people and so this image of the brand needs to be overcome. ...read more.

Conclusion

There needs to be certain consideration for the basic principals of marketing before any final conclusion or strategy can be reached. My strategy will involve me looking at the following principles: * Understanding of customer needs by composing a questionnaire and getting customers within the store to complete it. * To understand and keep ahead of competition by assessing the products and services the competitors offer. * To communicate effectively with it's customers to satisfy customer expectations, general customer service. * To co-ordinate its functions to achieve marketing aims. * To be fully aware of the constraints on marketing activities. By putting together sources of primary and secondary data and conducting interviews with the management team within the store, I shall put together a strategy that is based on a combination of solutions from the marketing mix. By Danielle Sharkey ...read more.

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