Copy - FINAL Marketing presentation, Tommy Hilfiger

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Marketing Management for IBA

INdex

01 Tommy Hilfiger

05 Academic article 3

02 News Article

06 Recommendations

03 Academic article 1

07 Questions

04 Academic article 2

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Jameela Jamil

How does the social media campaign affect Tommy Hilfiger's luxury brand image?

• Luxury brand
• Social
• Quality value perception
• Uniqueness

• Targeting shift

• High consumer- brand engagement

Success

Does the effect of including Jameela Jamil and her mindset in Tommy hilfiger's campaign reach the same results in different cultures?

• Individualistic, low-context culture
• Celebrity endorsment
• Different definitions of beauty
• Campaign success

Collectivistic, high-context culture Celebrity appearance Lookism Campaign misstep

How can the engagement of corporate social resposibility (csr) improve tommy hilfiger's financial performance?

CSR's Outcomes

• Negative return
• Lower customers' satisfaction
• Lower market value for the brand

• Higher profitability
• Higher customers' satisfaction
• Higher company identification
• Higher market value of the brand

Recomendations

• Greater customer loyalty
• Growth beyond just a luxury brand
• Market penetration
• Different cultures

Recomendations

• Greater customer loyalty
• Growth beyond just a luxury brand
• Market penetration
• Different cultures

Recomendations

• Greater customer loyalty
• Growth beyond just a luxury brand
• Market penetration
• Different cultures