Hugo Boss Marketing

7038 Words Oct 22nd, 2010 29 Pages
Marketing Communication Plan

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Study area: Europe

1°) Hugo Boss Analysis

COMPANY

In 1837, there was first a partnership between William Procter and James Gamble, in 1937 P&G celebrates its 100th anniversary. Sales are up to 230 million dollars.
In 1954, P&G jumped into the cosmetics and perfumes world with the acquisition of Noxell and its products : Cover Girl, Noxzema and Clarion.
In 1993, the sells are up to 30 billion dollars and for the first time more than half of the turnover is realized by international activities. In 2005, P&G buys Gillette. Hugo Boss is created in 1923 in Germany and buys by P&G in 1994 in the beauty section.

In 2005/2006, the turnover is 68,2 billion dollars, the net income is
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|-HESITATION OF THE MEN(PEOPLE) FOR WHOM THIS MARKET IS NEW. |
|-STRONG COMMUNICATION. |-MISS ORIGINALITY IN FRONT OF NUMEROUS COMPETITORS |
|-ATTRACTIVE PACKAGING | |
|- ESTIMATES MARKETING OF P*G | |
|-STRONG BRAND IMAGE HUGO BOSS | |
|OPPORTUNITY |THREAT |
|-IMPORTANCE OF THE FASHION. |-THREAT OF THE NEW ENTRANTS. |
|-APPEARANCE OF THE METRO-SEXUEL IN THE CELEBRITIES. |-THREAT OF THE SUBSTITUTES (PLASTIC SURGERY). |
|-DESIRE OF THE MEN TO PROTECT THEIR HEALTHY LIVING FEMININE PRESSURE. |-OFFER > DEMAND |
|-INCREASE OF THE P.P |-THE MAN IS A NEW CUSTOMER, HIS DESIRES ARE NOT STILL PRECISE. |
|-WALKED IN EXPONENTIAL

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