MARKETING STRATEGY OF TOMMY HILFIGER

INTRODUCTION OF THE COMPANY

The Tommy Hilfiger brand was launched in 1985. Tommy is a range of clothing designed to bring 'American classics with a twist' to consumers

Tommy Hilfiger was brought to India through a joint venture between the Murjani Group and the Lalbhai Group, which owns the 'Arvind' brand. Called Arvind Murjani Brands Private Limited, the joint venture had entered into a licensing agreement for marketing and distribution of Tommy Hilfiger apparel in India.

AMB introduced the Tommy Hilfiger men's sportswear, men's jeanswear and juniors' jeanswear collections in freestanding specialty stores across country in spring 2004. Tommy Hilfiger Inc., through its subsidiaries, designs, sources and markets men's and women's sportswear, jeanswear and childrenswear under the Tommy Hilfiger trademarks. Its products can be found in leading department and specialty stores throughout the United States, Canada, Europe, Mexico, Central and South America, Japan, Hong Kong, Australia, and other countries in the Far East.

OBJECTIVES ➢ To review the present statues the Tommy Hilgiger & Analyze its contribution to the economy.

➢ To critically evaluate the export performance of Indian garments over the years and its share in the global trade in clothing.

➢ To examine in detail the US as a market for clothing and India’s current performance in the market.

METHODOLOGY ADOPTED

Methodology adopted consisted of exploratory research initially, followed up by questionnaire design. Lastly, markets research was done in the form of questionnaires followed by the analyses and summarization

➢ Exploratory research ➢ Questionnaire design ➢ Data collection through interviews and market surveys ➢ Data analysis and summarization.

Q. Annual income of a person?Ans .

Below 10 lkh 10 to 20 lkh 20 to 30 lkh above 30 lkh02468

1012141618

No of respondents (50 persons)

Series 1

• Interpretation:- if we see the data and graph we came to know that with majority 26 peoples lies in 5 -10 lakhs per annum salary group by which we can analyze that these are capable of buying the product .

And we must focous on consumer whose salries lies in 10-15 lakhs we must concentrate on them for selling the product.

Q. which form of cloth do you prefer? Ans.

shirts

jean

T-shirt

0

2

4

6

8

10

12

14

16

18

20

No of respondent(50)

No of respondent(50)

Q. if you wear t-shirt/ jean ,how often do you wear it per week?

onceTwice

ThriceDaily

0

2

4

6

8

10

12

14

16

No of respondent (50)

Column2

Column1

No of respondent (50)Column2Column1

Q. category of T-shirt/jean you wear the most?

casual wear Active wear

23 27

Chart TitleNo of respondent (50) Column2 Column1

Q.what attract you the most while you buy a t-shirt/jean?

Ans.

32%

35%

30%

3%

No of respondent (50)

quality of materialdesign and colorfittingprice

Q5.How often do you buy from Tommy Hilfiger?Ans.

weekly Monthly Quarterly half yearly annually

0

2

4

6

8

10

12

14

16

18

No of respondent (50)

No of respondent (50)

Interpretation It is cleared from the above data that most of the consumer buying hilfiger’s product after monthly gap period . company needs to focous on such consumer who may buy product on quarlertly bases with the help of sales promotions, discount coupouns so thts buy product with the less time gap period.

Q. why would you like to switch over to other brand?

Ans.

Pricequality

BrandDesign

0

2

4

6

8

10

12

14

16

18

20

Q. if you like T-shirt then in which form do you prefer them?

Ans.

No of respndent (50)

plainlogodesigner

SUGGESTION

• Technology: The technology presently followed by a large number of small units) which cater to both domestic and export market is very traditional and does not meet the needs of the industry.

• Human Resource Development: There is a need for stepping up training institutions to impart training to the personnel from the shop floor level in the operational form the latest state of the art high speed production machines

CONCLUSION

← Garment making has a number of small to large players. Larger companies expanding capacity rapidly. Most have Full Package capability.

← Large number of retailers at the front end, though only a few are big (relatively).

← Time constraint: Due to time constraints, inputs are not taken from retailers. Although it is felt that it has not affected the study but such inputs might prove useful.

THANK YOU