[D1: EVALUATE THE EFFECTIVENESS OF THE USE OF TECHNIQUES
Zainab Hussain USED IN MARKETING PRODUCTS IN ONE ORGANISATION]
H&M
Every year, H&M communicate their business idea “fashion and quality at the best price” by advertising
campaigns that they produce throughout the world. Their marketing is really important as they have to
try and get a positive image of H&M out to the world and show them the different styles and attitudes.
This can depend on how H&M views itself but it is product orientated, as the budget used for marketing
activities can greatly differ. Each season, H&M try to feature models with different looks, styles and
cultural backgrounds so that they can advertise for women, men, teenagers and children.
H&M’s major competitors are Zara, Gap and UNIQLO. Their target audience is women, men and
teenagers who are likely to purchase. H&M provides affordable prices compared to Zara, which is why
people are more into H&M. I feel like H&M is just trying to make a larger market share rather than
becoming a market leader.
H&M are one of the largest global clothing retailer, they have more than 2,300 stores in 45 countries
around 95,000 people are employed under them. The marketing strategies have been a success as H&M
is very well known by consumers, they have stores all over the world and are still expanding, this way
they are making their business more known by the way they are marketing.
As H&M buy large volumes, it may lead them to overstock and late lead them to lowering the already
affordable prices. The good things about this business is that the prices are affordable and they provide
high fashion which is based on customer needs, their inventory is constantly changing so if you can’t find
something you like, a week later there would be new products available. They have a variety of styles
which they advertise on TV and on banner ads on the internet. A drawback would be that H&M are
constantly changing what they sell, customers may find it annoying and would stop going to H&M so
that they are not disappointed. They spend a lot on marketing and advertising products that would only
last at least 2 weeks in stores and then they decide to add new lines, which would mean that they would
have to constantly be advertising new products as the old ones would have disappeared from the store.
The marketing techniques are successful overall as H&M still have loads of regular customers and are
still making a lot of customers on a daily basis. The way they market is that they market new seasonal
clothes that are for that specific season, every month. This is good because they are trying to reach out
to people at specific times of the year, in which customers are actually looking for clothes for that
season. They now do home décor, and for Christmas in 2015, they advertised winter home décor and
Christmas stuff that were like aprons, bed covers and mugs, they targeted certain things and this
benefited them as people were tend to buy things in the spirit of Christmas..
ANSOFF
For market development, H&M can attract new customers easily by making sure that they online
application is developed, for all locations where they have stores. They can enter new markets, such as
India, or even have more stores in markets with low numbers. H&M may introduce eco-tags on clothing,
different quality level of fabrics or even have new luxurious products.
Zainab Hussain USED IN MARKETING PRODUCTS IN ONE ORGANISATION]
H&M
Every year, H&M communicate their business idea “fashion and quality at the best price” by advertising
campaigns that they produce throughout the world. Their marketing is really important as they have to
try and get a positive image of H&M out to the world and show them the different styles and attitudes.
This can depend on how H&M views itself but it is product orientated, as the budget used for marketing
activities can greatly differ. Each season, H&M try to feature models with different looks, styles and
cultural backgrounds so that they can advertise for women, men, teenagers and children.
H&M’s major competitors are Zara, Gap and UNIQLO. Their target audience is women, men and
teenagers who are likely to purchase. H&M provides affordable prices compared to Zara, which is why
people are more into H&M. I feel like H&M is just trying to make a larger market share rather than
becoming a market leader.
H&M are one of the largest global clothing retailer, they have more than 2,300 stores in 45 countries
around 95,000 people are employed under them. The marketing strategies have been a success as H&M
is very well known by consumers, they have stores all over the world and are still expanding, this way
they are making their business more known by the way they are marketing.
As H&M buy large volumes, it may lead them to overstock and late lead them to lowering the already
affordable prices. The good things about this business is that the prices are affordable and they provide
high fashion which is based on customer needs, their inventory is constantly changing so if you can’t find
something you like, a week later there would be new products available. They have a variety of styles
which they advertise on TV and on banner ads on the internet. A drawback would be that H&M are
constantly changing what they sell, customers may find it annoying and would stop going to H&M so
that they are not disappointed. They spend a lot on marketing and advertising products that would only
last at least 2 weeks in stores and then they decide to add new lines, which would mean that they would
have to constantly be advertising new products as the old ones would have disappeared from the store.
The marketing techniques are successful overall as H&M still have loads of regular customers and are
still making a lot of customers on a daily basis. The way they market is that they market new seasonal
clothes that are for that specific season, every month. This is good because they are trying to reach out
to people at specific times of the year, in which customers are actually looking for clothes for that
season. They now do home décor, and for Christmas in 2015, they advertised winter home décor and
Christmas stuff that were like aprons, bed covers and mugs, they targeted certain things and this
benefited them as people were tend to buy things in the spirit of Christmas..
ANSOFF
For market development, H&M can attract new customers easily by making sure that they online
application is developed, for all locations where they have stores. They can enter new markets, such as
India, or even have more stores in markets with low numbers. H&M may introduce eco-tags on clothing,
different quality level of fabrics or even have new luxurious products.
