Brand management - H&M
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Transcript of Brand management - H&M
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Brand management
Mr. Trương Quang Cẩm
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Group members
THẾ BẢO HUỆ LINH NGỌC PHÁT
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I. BACK GROUND
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History
Brand Ownership
Brand Portfolio
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History
Hennes & Mauritiz AB
1946 1947 1968 1974 2006
Erling Persson
has outlined
ideas.
Hennes’s strore in Sweden
He bought Mauritz Widforss
=> Hennes & Mauritz
(H&M)
H&M appeared
on the Stockholm
Stock Exchange.
H&M appeared in Dubai
and Asian.
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68 YEARS OF DEVELOPMENT
58 3600
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Brand Ownership
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Brand Portfolio
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II. Brand Inventory
Brand Elements. Product Pricing
DistributionOnline and
offline communications
Leverage of secondary brand
associations
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Brand Elements
Hennes & Mauritiz AB
“ Fashion and quality at the best price “
Packaging
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Product
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CHARACTER
COOL INNOVATIVE MERCHANDISE
CREATIVE
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PriceJackets & Coats $39.99 - $99
Sweaters & Cardigans $9.99 - $34.99
Dresses & Jumpsuits $12.99 - $69.99
Pants $17.99 - $299
Jeans $9.99 - $59.99
Basics $5.99 - $24.99
Tops $5.99 - $49.99
Shirts & Blouses $9.99 - $69.99
Blazers & Kimonos $34.9 - $99
Sportwears $3.99 - $99
Skirts $12.99 - $179
Shorts $12.99 - $399
…
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Distribution
3600 stores 252 stores
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Online and offline communications
AdvertisingInteractive and direct marketing
Sales promotion
Event marketing and
sponsorship
PR
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MagazinesBillboard
Poster
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Website: hm.com
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Autumn-winter fashion 2014
Beckhams are present in Shanghai to promote the collection of lingerie collaboration with fashion brand H&M.
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III. BRAND EXPLORATORY
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CONSUMER KNOWLEDGE
Knowledge of the existence of
a product
Knowledge of characteristics and associations of the
product
Knowledge in buying
Knowledge of consuming and
using the products
Knowledge of persuasion
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BRAND IMAGE
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BRAND AWARENESS
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BRAND RESONANCE PYRAMID
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Brand Relationship: When looking for a cheap fashion product
with acceptable quality, I can always count on H&M
Brand Responses: A convenient place to find a necessity at a good
price such as a plain color shirt
Brand Meaning: A store with a simple lay-out, variety of
collections, simple designs, and lower customer services
Brand Identity: A retailer that sells clothes and fashion
accessories at an affordable price
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EXISTING BRAND POSITIONING
TARGET MARKET
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Competitive Frame of reference
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POP & POD
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Brand Mantra
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III. STRATEGIC RECOMMENDATIONS (ABOUT BRAND POSITIONING)
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Target market of 2017
Vietnam
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Base on GE-MCKINSEY MATRIX INVESTMENT IMPLICATIONS
To define: • The attractiveness and potential growth of Vietnam market• The competitive advantages of H&M
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GE matrix
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Attractiveness of Vietn
am mark
et
H&M
GE matrix
GE MATRIX
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The attractiveness and potential growth of Vietnam market
The formula to calculate:- The critical level ( %) * ranking criteria (1-5) = SCORE
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• The diversity of market: (5%)*4= 0.2
• The size of the market: (11%) *4= 0.44
• The low level of competition: 0.39
• The large economy size: 0.36
• Cheap labour: 0.5• High inflation: 0.28• The financial crisis
affecting the exchange rate: 0.21
• Low-tech apparel: 0.24• Diversity of materials:
0.16
• The legislation of copyright: 0.12
• Consumer tastes change quickly: 0.33
• The influenced by geographical factors: 0.2
• High policy for environment: 0.03
Market Economy & finance
TechnologySociety & legislation
TOTAL COST: 3.46
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The strength of H&M
The formula to calculate:- The critical level ( %) * ranking criteria (1-5) = SCORE
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• Big market share: 0.07
• The rapid growth of business: 0.16
• Good channel strategy: 0.09
• The high level of competition: 0.22
• Good Financial Strength: 0.4
• Cheap cost of raw materials: 0.24
• Highly specialized of labourers: 0.28
• Capable of research and well product development: 0.44
• Good business organization: 0.27
• Care about environment: 0.12
• Compliance with legislation in Vietnam: 0.08
• Good relationship with customers: 0.07
• High level of brand recognition: 0.15
Market Economy & finance
Technology & Labourers
Society & legislation
TOTAL COST: 2.59
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3.46
2.59
5
5 1
Invest selectively for growth
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Competitive frame of reference
Mango
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Feedbackimmediately
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Competitor 2 (shortly describe)Mango
High fashion and glamour
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Haute Couture
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Points-of-Parity
Wide range of product variety
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Points-of-Difference
A lower price range- Example: Organic cotton T-shirt H&M: less than 10$Zara: more than 10$
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A very interactive website- Virtual fitting room that you can do mix & match
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Heavier promotion than its competitors
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Brand Mantra
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V. TACTICAL RECOMMENDATIONS
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ON PRODUCT
Always improve quality
Following fast trends
More diversity in product line
Collaboration with high fashion
designers
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ON PRICING- The pricing strategy is
H & M widely practiced around the world is quite soft compared to the average level of the market
• Changing needs of the market and close cooperation with corporate policies, while constantly changing product lines and updated seasonal collections and combined with pricing strategy – cheap.
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ON CHANNEL
Franchise
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ON CHANNEL
H & M has had average level of control has shown the essence of their brand through business representative in the country expanded.
-It can also generate profits can predict from foreign operations. The degree of stability to be maintained over the medium term the main factor goods: the control and flexibility. risks, commit resources.
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On Promotion
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On Promotion
Represented brands
Linking to the TV channel about fashion.
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.- Implement policies loyal customers will be a discount, and often accumulate points, receive gifts.- Hold a contest, game booths in shopping centers in the company H & M. For example, can hold a contest of Design Fashion
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On leverage of secondary associations
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• Reduced prices some items• Customers who bought a certain number of
coupons will be offered.• For VIP customers, get 1 of 1 products in bulk
orders.
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