Campagne de marketing intégrée du groupe H&M
Étude de cas : Campagne de marketing intégrée du groupe H&M. Recherche parmi 300 000+ dissertationsPar tazuuu • 7 Avril 2014 • Étude de cas • 3 316 Mots (14 Pages) • 729 Vues
Executive Summary! 4
Situation Analysis! 5
Current Brand Position
Unique Customer Benefits
Current Markets
Industry Overview
The Problem
Analysis of Primary Competitors! 8
Zara
Forever21
Topshop
Urban Outfitters
SWOT! 9
Strengths
Weaknesses
Opportunities
Threats
Target Audience! 10
Brief Description/Background
A-Quad! 11
Attributes
Attitudes
H&M • Integrated Marketing Campaign
5
5
6
6
7
8
8
8
8
9
9
9
9
10
11
11
1
Allies
Adversaries
Media Communication Plan! 12
Communication Goal
Strategies
Tactics
Business Objectives
Creative Strategy! 13
Brand Promise
Main Ideas To Communicate
Call To Action
Online Profile! 14
Consumer Information
Profile Security
Style Quizzes
Example Style Quiz
Mobile Application! 16
Smart Recommendations
QR Codes
Loyalty Program! 17
H&M Plus
H&M Loyalty Cards
Point Earning Opportunities
Reward System
Tiers
11
11
12
12
12
12
13
13
13
14
14
14
15
16
16
17
17
17
18
18
H&M • Integrated Marketing Campaign
2
Community Forum! 19
Advertising Schedule! 20
Timetable
Promotion Budget! 21
Evaluation! 22
Appendix! 1
20
H&M • Integrated Marketing Campaign
3
Executive Summary
H&M is the second largest clothing retailer in the world that is based out of Sweden. It is a
company that values economic, social, and environmental sustainable initiatives. They provide
consumers with a variety of fast-fashion, high quality clothing at low prices.
H&M’s biggest challenge lies in the retailers inability to establish its stores as a one stop shop; a
place where consumers can easily create and purchase an entire outfit. Currently, target
consumers view H&M as a place to pick out a single piece of clothing that complements their
current wardrobe. The primary reason why consumers are reluctant to purchase their entire
wardrobe at H&M is due to their view of the clothing as throwaway fashion; clothing of
inadequate-quality and low-prices that can be discarded. H&M fails to successfully communicate
their high level of quality to consumers.
We
...