SlideShare a Scribd company logo
1 of 15
Download to read offline
TOM
FORD
Yuhan
Tong
Huanhui
Hao
Yichen
The Luxury Market
Total luxury market 4%
Luxury cars 8%
Luxury hospitality 4%
Fine arts 5%
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
Importance
• Learn how can new companies survive in luxury
market
• Opportunities and threats of applying Tom Ford’s
business model
History and Philosophy
• Tom Ford’s Career
• Tom Ford Brand
• Philosophy of Tom Ford
• Marketing Strategy
Target Market
• Target Market
• Potential Market
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
Social And Cultural
• Tom Ford brand represent fashion, luxury and sexy
• Tom Ford image has became a rich upper class society
0
2
4
6
8
10
12
14
0
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
Competition
Product & Price
Category Men
Products Ready-to-Wear Shoes Bags Accessories Eyewear
Price Points $490-9750 $490-16230 $1490-42000 $165-26970 $340-1950
Category Women
Products Ready-to-Wear Shoes Bags Accessories Eyewear
Price Points $490-12450 $790-2790 $850-27000 $190-7450 $335-1950
Category Luxury Beauty
Products Fragrance Face Lips & Nails Eyes
Men*(Beard, body,
face)
Price Points $37-990 $45-850 $36-60 $36-155 $25-218
Promotion
Place
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
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
THANK
YOU

More Related Content

Recently uploaded

Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessQuickEmailVerification
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 

Recently uploaded (20)

Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step Process
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 

Tomford Company Marketing Research Presentation

  • 2. The Luxury Market Total luxury market 4% Luxury cars 8% Luxury hospitality 4% Fine arts 5%
  • 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
  • 6. Target Market • Target Market • Potential Market
  • 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 0 2 4 6 8 10 12 14 0 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
  • 10. Product & Price Category Men Products Ready-to-Wear Shoes Bags Accessories Eyewear Price Points $490-9750 $490-16230 $1490-42000 $165-26970 $340-1950 Category Women Products Ready-to-Wear Shoes Bags Accessories Eyewear Price Points $490-12450 $790-2790 $850-27000 $190-7450 $335-1950 Category Luxury Beauty Products Fragrance Face Lips & Nails Eyes Men*(Beard, body, face) Price Points $37-990 $45-850 $36-60 $36-155 $25-218
  • 12. Place
  • 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

Editor's Notes

  1. keep point of difference