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
Procter and Gamble Co. also know as P&G, is an American multinational consumer goods company, founded by William Procter and James Gamble. Its products include cleaning agents and personal care products. It has in its kitty global brands such as Ariel and Tide in the Fabric care segments and Head & Shoulder, Pantene and Rejoice is the Hair care segment. For this case study selects P&G Company as it has an important role in the consumer segment products. As P&G was a popular company, the financials statement shows better performance in the previous year.
The mind-set of the company is to put sales and profit second to creating a special style that can change the world through fashion.
Proctor and Gamble® was founded in 1837 by William Proctor and James Gamble in Cincinnati, Ohio. Today the company is the world’s largest producer of consumer goods with over 300 brands in over 180 countries. The company has a significant advantage over its competitors because of market position and brands that everyone knows such as Tide®, Pampers®, Gillette®, Olay® and many more.
Hollister Co. was founded in 2000 and is based in Los Angeles, California. The company operates as a secondary business for Abercrombie & Fitch Management. The company provides clothing and accessories for men and women. Hollister’s main target consumers are teenagers. Hollister retails its products through a chain of stores in the United States, Canada, and the United Kingdom. They also sell their products online. The marketing strategies that Hollister use to promote their products are by using a logo, a slogan, and informing what their products are pertaining too. Two of the marketing strategies are very effective in attracting consumers while one of the marketing strategies needs more research to be done. Because of Hollister’s well known slogan, attractive logo, and the way they use celebrities to represent their product, this makes them unique compared to other clothing businesses.
P&G success was contributed to the heart of its business model – Innovation; and that is not just for newly invented product or service, it was for the goal of recreating needs for the improvement of consumers’ living. And it is a very long culture started where the roots started from the founders; whom are soap and candles makers. The first innovative product – Ivory; started in 1879, by James Norris Gamble who is the son of the founder and a trained chemist. Ivory at then was an
Procter & Gamble (P&G) is a Fortune 500 American multinational company, and a world 's leading consumer goods company. P&G’s work is driven by a Purpose of providing branded products and services of superior quality and value to improve the lives of the world’s consumers now and for generations to come. P&G now has 50 Leadership Brands, which are among the world 's best known and which account for more than 90% of P&G sales. P&G entered the Chinese market through a joint venture in 1988. Now, P&G is the most successful foreign marketer in China as measured by market share.
There Is a similar relation among the clothes. Several customers shop there based on the quality and prices as well as the features associated with the products. An advantage of the store is that it has a wide product mix and various offering in different categories and all these can be located at one place. This attracts a wide variety of customers. In line with their positioning of offering quality, trendy products, the brand is consistently updating its product line. The brand does not focus on innovation but rather on always leading trends. In relation to the product life cycle, clothing has a short life span from the first to last stage as tastes change easily. For this reason, it is important to constantly anticipate consumer tastes and preferences prior to launching a product so as to retain and possibly build customers loyalty. It is also necessary to develop a successful marketing strategy to display product offerings.
When a brand is created, many will ask the questions that haunt all of us trying to start a company. Will it work? Should we stay online or launch a brick-and-mortar store? Will I make profit or fail? These questions arise even more when the company is to start only online. Because of this, e-commerce fashion brands must constantly evolve and expand their styles to maintain the interest of their target customers. Fashion Nova is one fashion brand that manages to stay relevant among its consumers because of their edgy style and quality priced clothing. Fashion Nova was first established in 2010. It gained its popularity from celebrities promoting it on their social media platforms and the fact
As far as the act of sex, much pressure is put on the man to perform:
The American manufacturer of skincare products, Estee Lauder, was started by wife and husband Estee and Joseph Lauder. Established in 1946 in New York, they began their path together creating what is now one of the most prosperous recognized brand of companies worldwide. In a span of about fifteen years, the company grew and continued to market their product line in the United States. By 1960, the company penetrated the international market by starting its first international account in the London department store Harrods.
P&G is a multinational Organization of consumer goods situated in United States. It sells products like personal care, cleaning agents, pet foods. The P&G Company is well known for its unique strategy which cares about the need of human. It not only makes its product available to its consumers but also tries to improve the life of its consumers. This strategy is more focus on its consumers wants and that is why it has an appeal to the heart of the consumer. The company has diversified its product line and also acquired other companies which have significantly contributed in the growth of their profitability.
Procter & Gamble is one of the most successful consumer goods companies in the world. There are many brand names found under the name of P&G INC . Scope, a mouth-wash brand, is a part of P&G. Scope was introduced as part of oral hygiene industry in the year 1967, in Canada. Scope had the highest market growth in Canada.
Procter & Gamble (P&G) is a world-leading producer of consumer goods. Today, it consists of over 20 million dollar brands (like Gillette) and operates in 42 countries
L'Oreal is a cosmetic company, which makes some of the world's biggest beauty products. L'Oreal's success story begins in 1907. It has been the market leader in the cosmetics and toiletries market since 2001 (Euromonitor 2005). Their products are sold in about one hundred and thirty countries worldwide. L'Oreal is divided into four categories - consumer products, professional products, luxury products, active cosmetics. They mainly focus on skin care, make-up, hair care and fragrance. L'Oreal includes some important brands such as Lancôme Paris, Garnier, Mabelline, Softsheen Carson, Matrix, and Biotherm. L'Oreal invests heavily into its research and development which gives them competitive advantage over its competitors.
Gillett’s product line was closely related to P&G in a sense that their businesses tend to cater to household personal products with the exception of a few.