Campagne de marketing intégrée du groupe H&M

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

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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

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H&M • Integrated Marketing Campaign

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Community Forum! 19

Advertising Schedule! 20

Timetable

Promotion Budget! 21

Evaluation! 22

Appendix! 1

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H&M • Integrated Marketing Campaign

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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

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