Chapter 7
Business Marketing
H&M I have learned over this time of blogging that they have a great
marketing strategy and seem to understand the business marketing.
From
sustainability, using organic products, creating new ways to draw in the
revenue. H&M has exceeded this by all means, and everything that is
required to have a successful business H&M seems to tackle.
Quality, service, and price are the three main components H&M always
makes sure to maintain. The customer service and focusing on the work
ethics of the company and the employees are all handled. I learned
recently that H&M has buyers of course, that will go out and make
sure
that all three components are in that order upon purchasing those
items. All the major things that are involved with business marketing
I'm sure every company or business takes part in. Everything in
marketing seems to always tie into what it really is, this is all
repetition. " Collections come before Profit." H&M has already formed a recognizable name in the U.S. by having selective advertisements and a strong apparel line.
Chapter: 8
Segmenting And Targeting Markets
H&M started out as a hunting store and an all men clothing store.
Since then H&M has expanded and begin to open different
target
markets for the consumers. H&M has become mainly focused on women
clothing because there is now a bigger variety and selection of the women's clothing. Woman usually shop more for themselves, but also buy all their
children's clothing and often their husbands as well. With their low
prices H&M targets woman in the lower middle class and working
class. because their focus is to sell a fashionable product for a low
price they target married to single woman, mothers and daughters. Many
single young woman who always want's to stay on top of the fashion
trends are constantly upgrading their
closets with H&Ms new
affordable items. There is always a new collection launching for the
women. H&M collects information from the customers to get an idea of
whose shopping, ethnicity and the ages. The sales adviser sometimes
walks around with an i pad collecting emails and information from the
customers,then giving a free discount card. As stated before H&M has
a line that caters to all ages and genders. But for some reason they
don't offer plus sizes, the biggest size they have in a select few items
is a sixteen. I would believe from this, that the plus size isn't one
of their biggest consumers. Although, if they launched a plus size line
it'll be just as successful. Age segmentation, gender segmentation,
income segmentation n etc; all play a role in a companies marketing and
targeting markets. H&M manages to meet the needs of many different
segments. Geographic segmentation as much as demographic segmentation and psycho-graphic
segmentation have to be used for H&M to reach all their consumers. H&M
is spread though out the world ; Asia, Middle East, North Africa, North
America and Europe are their biggest markets. This means that they are
targeting many religions, cultures and lifestyles so their marketing has
to be done differently in their different market areas.
Chapter: 11
Developing And Managing Product
New clothing products are introduced on a daily basis, breaking the
traditional seasonal stock rotation found in the retail clothing
industry. H&M is constantly developing and managing new products.
H&M is big on sustainability and is always looking for ways to make
their clothing more Eco-friendly and less harmless to the world. But
most of all to benefit their customers needs and wants at the same time.
Recently H&M has made improvements and revisions towards their
sustainability clothing.
On April of 2011 was the launch of the "Conscious Collection". They are
using greener materials in their goods and are consistently testing new
ones all the time.
The fabric of the clothing are much lighter and feels
as good as it looks. A few years ago, H&M launched an all organic
cotton line that didn't do too well. It was said that the clothing
didn't look well so the customers weren't buying it. During these times
sustainability and going green is except-able and it is necessary to be
apart of because it is our future. H&M has improved and revised
their Eco-friendly products and it's been successful since the launch.
Chapter: 18
Social Media And Marketing
H&M is using social media and mobile as part of a multichannel roll out of a new ad campaign with David Beckham.of David Beckham have been placed around New York, Los Angeles and San
Francisco. Consumers who snap a picture of the statue using the
Instagram mobile application with the hash tag HM Beckham are entered to
win a $1,000 H&M gift card and other prizes.
The mobile ads
direct to a mobile micro site for the campaign that lets users view where
the statues are on a map in their city as well as browse through
pictures that are tagged from Instagram. Users can “Like,” tweet or pin
the images directly from the site as well. Besides Instagram, users can also follow H&M’s Twitter page or
sign up for the brand’s email newsletter for a chance at winning.Promoting
a social-media heavy campaign with mobile advertising is a smart move
for H&M because it lets users automatically take an action.
Distribution is one of the most important concepts in business for
H&M. By opening multiple stores across the country, it opens up many
other potential consumers to potentially purchase their products.
H&M has online shopping available for certain countries, but for the
United States it wasn't
available but this year in 2013 online shopping is available. H&M's distribution channel is
most important because it increases their store popularity. Their
products are appeasing to the consumers because of their fashion sense
and quality. As mentioned before the prices are very reasonable so it
will satisfy the customers needs and wants regardless. Promotion I
believe is the best tactic H&M has by far because they are very big
on it and it seems to work very well. H&M always gives out
giveaways, discounts, and promote big sales within the store on top of
the discounts. The promotion will help their popularity and show their
loyalty to their customers.
Chapter: 10
Product Concepts
There may be many products that a consumer may be looking for from a
certain company. But aren't willing to search elsewhere for the same
item at a different price or brand. This is called specialty products
and at H&M we offer a lot of products that one may not want to buy
anywhere else.
H&M's LOG line is a specialty and many consumers
love the basic wear and the feel of it. I have observed that many will
come to our store searching for the collection and wanting a big stock
of different sizes and colors of the t-shirts. The customers would even
have me locate where exactly they can get the collection, if we didn't
have exactly what they wanted. The LOG line isn't in every H&M
location, so a customer would have to know exactly where it is offered.
Most of the time they know where to go and which store would have the
most LOG items.
Chapter 17
Personal Selling And Sales Management
Personal selling two-way flow of communication between a buyer and seller a
face-to-face or real time encounter Why are face to face and two-way
important?
Advantages of Personal Selling Provides a detailed
explanation or demonstration of product Message can be varied to fit
the needs of each prospective customer. Can be directed to specific
qualified prospects Instant feedback Personal persuasion can be used A good salesman can get you to buy ice in winter. Creating Value Through Salespeople Relationship Selling building ties to
the customer, based on a salespersons attention and commitment to
customer needs over time.
https://www.youtube.com/watch?v=0KEMGGDmcWU
~~~ Chapter 16 ~~~
Advertising, Public Relations And Sales Promotion
H&M has a sales promotion that has been effective for the company
and beneficial for the loyal and new customers. H&M gives each
customer discount cards off their next purchase for five dollars. It
usually shows the date It'll start and end.
I know this technique works
because I didn't know about the discount cards until a friend of mine
showed me a bunch she had. At first it was given to those that spent
fifty dollars or more but now because we are customer friendly and want
to keep them coming back, we give to all that make a purchase at
H&M. There are other discount cards that customers can receive of
15% to 25%. If a customer has enough discount cards, they will be
saving a lot!
Also, H & M have grate online offer. Even if you sign up for H & M online you will get 20% off. Current strategies that H&M are marketing to its consumer are through a mobile marketing campaign to promote the latest collection. In doing this mobile marketing strategy consumers receive sms coupons, mobile banner ads placed on major portals and media sites.H&M launched their fist campaign in 2006 and is still continuing to use this channel to cover a wide range of consumers.The main goal for this marketing technique is to promote the latest seasonal trends for that particular season and to drive membership of the H&M Club. Consumers can sign up for this by going to the website and entering in their mobile number.
From
sustainability, using organic products, creating new ways to draw in the
revenue. H&M has exceeded this by all means, and everything that is
required to have a successful business H&M seems to tackle.
Quality, service, and price are the three main components H&M always
makes sure to maintain. The customer service and focusing on the work
ethics of the company and the employees are all handled. I learned
recently that H&M has buyers of course, that will go out and make
sure
that all three components are in that order upon purchasing those
items. All the major things that are involved with business marketing
I'm sure every company or business takes part in. Everything in
marketing seems to always tie into what it really is, this is all
repetition. " Collections come before Profit." H&M has already formed a recognizable name in the U.S. by having selective advertisements and a strong apparel line. 
