Tomford Company Marketing Research Presentation for MBA, EMBA marketing management course.
Including:
Introduction
History
Marketing Strategies:
Current Luxury Market Analysis
Why luxury brands exists
What Luxury brand presents in the human nature
Failure of the young luxury branding
What they have done wrong
Success of the tom ford brand
What Tom Ford Brand had done correct
Why Tom Ford Brand Succeeded and what we can take away from it
Marketing Analysis:
Marketing promotion
Marketing place
Product
Price
Importance of the presentation
3. Objective
• Current Luxury Market Analysis
Why luxury brands exists
What Luxury brand presents in the human nature
• Failure of the young luxury branding
What they have done wrong
• Success of the tom ford brand
What Tom Ford Brand had done correct
Why Tom Ford Brand Succeeded and what we can take away from it
4. Importance
• Learn how can new companies survive in luxury
market
• Opportunities and threats of applying Tom Ford’s
business model
5. History and Philosophy
• Tom Ford’s Career
• Tom Ford Brand
• Philosophy of Tom Ford
• Marketing Strategy
7. Demographics
• Consumers in Europe and the United States
• Consumers in Asia
Chinese
30%
American
23%
Europeans
17%
Other countries
30%
Global Luxury Spending in 2015
Chinese American Europeans Other countries
8. Social And Cultural
• Tom Ford brand represent fashion, luxury and sexy
• Tom Ford image has became a rich upper class society
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2
4
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14
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50
100
150
200
250
300
350
400
450
2010 2011 2012 2013 2014 2015 2016 2017 2018
Global Luxury Sales and Growth 2010/18 US$ Billion
US$ Billion Year-on-Year% Growth
13. Strengths & Weaknesses
• Independence in design and management
• Constant high branding position
• A foot in the entertainment industry
• Strong connection with Tom Ford the person
• Provocative advertisement
• Tom Ford’s association with Gucci and Yves Saint
Laurent
14. Recommendations
• Building consumer loyalty as soon as possible
• Less provocative advertising strategy
• Keep the brand position in a high position and
wait for the opportunity