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TOMMY HILIFIGER- BRAND AUDIT

By

VAISHALI G 18MBA152

GOWTHAM SC 18MBA167

GOWTHAM A 18MBA176

Under the guidance of

DR. LATHA

A PROJECT REPORT
Submitted

In partial fulfillment of the requirements for the award of the

Degree of

MASTER OF BUSINESS ADMINISTRATION

Kumaraguru College of Technology

(An autonomous institution affiliated to Anna University, Chennai)

Coimbatore - 641 049

April 2019
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ACKNOWLEDGEMENT

We express my sincere and heart-felt gratitude the Management of KCT Business School, for their

prime guidance.

We express my thanks to Dr. Nedunchezhain V. R, Head of the department, KCTBS for implementing

this project and providing under the supervision in its execution. We are indebted to our Institution and

my faculty members without whom this project would have been a distant reality.

We also would like to give my sincere thanks to my Project guide Dr. LATHA for giving us support and

guidance for this project from inception to closure.

We also express our sincere thanks to TOMMY HILIFIGER Store for permitting us in taking up a field

visit activity in their premises and for sharing all valuable insights.
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TABLE OF CONTENTS

CONTENTS PAGE NO
Chapter
LIST OF TABLES
INTRODUCTION AND BRAND OVERVIEW
1
1.0 INTRODUCTION

1.1 AIMS AND OBJECGTIVES

1.2 BRAND OVERVIEW

1.3 SALES HISTORY

1.4 CUSTOMER PROFILE

1.4.1 HILFIGER DENIM

1.4.2 TOMMY HILIFIGER

1.5 MARKETING MIX

1.5.1 PRODUCT

1.5.2 PLACE

1.5.3 PRICE

1.6 COMPETITORS AND MARKET POSITIONING

2 PROMOTION THEORY

3 PROMOTION MIX

3.1 SALES PROMOTION

3.2PR

3.2.1 EVENTS

3.2.2BLOGGER OUTSTREACH

3.2.4 COLLOBORATIONS
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3.2.5SOCIAL MEDIA

3.3 PERSONAL SELLING

3.4ADVERTISING

3.5 VISUAL MERCHANDISING

3.6 SWOT ANALYSIS

3.6.1RECOMMENDATIONS

3.7 ABOUT TOMMY HILFIGER:

3.8 PRODUCT IN THE MARKETING MIX OF

TOMMY HILFIGER

3.9 BEHIND THE DESIGNER LABELS

3.10 TOP COMPETITORS OR ALTERNATIVES

3.11 MARKETING STRADEGY WITH 4P’S :

3.12 INVENTORY PHASE - BRAND EQUITY

MODEL:
4 RESULTS AND SUGGESTION
4.1 RESEARCH STUDY

4.2 FINDINGS - EXPLORATORY PHASE

4.2.1 PRESENCE

4.2.2 RELEVANCE

4.2.3 PERFORMANCE

4.2.4 ADVANTAGE

4.2.5 BONDING

5 CONCLUSION
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5.1 TOTAL NUMBER OF RESPONSES SURVEYED

5.2 RELIABILITY ANALYSIS

5.3 MEAN SCORES OF DIFFERENT ELEMENTS OF

BRAND DYNAMICS PYRAMID
5.4 DIFFERENCE WITH RESPECT TO GENDER (T-
TEST)

5.5 ANALYSING THE INFLUENCE OF

DIFFERENTIATION, RELEVANCE, KNOWLDEGE,
ESTEEM

5.6 RELATIONSHIP BETWEEN

DIFFERENTIATION.RELEVANCE,ESTEEM,KNOWLEDGE
5.7 BRAND AUDIT QUESTIONNAIRE
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CHAPTER 1
INTRODUCTION AND BRAND OVERVIEW
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3.6 SWOT ANALYSIS:

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3.6.1RECOMMENDATIONS:
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3.7 About Tommy Hilfiger:

Tommy Hilfiger is a fashion brand that sells footwear, apparel and accessories for men, women and kids. It is
the subsidiary of PVH Corporation. Its caters to the fashion tastes of young, educated urban people a preppy style of
dressing. It was started by designer Tommy Hilfiger, who still continues to oversee the designs of the products
launched by the company. The world fashion industry is valued at $ 3 trillion and has been consistently growing over
the past few years. Tommy Hilfiger, as a brand is taking advantage of the well-defined fashion eco system with its
fresh take on classic American design and taking it to the world. With its signature style, it has generated a reputation
for itself and has put itself in the premium fashion category. Some of its major competitors include Lacoste, Ralph
Lauren, Levi’s, GAS, Lee etc.

3.8 PRODUCT IN THE MARKETING MIX OF TOMMY HILFIGER

Tommy Hilfiger is a high-quality brand that deals in designing, selling and manufacturing of
apparel and related products. It has a wide range of products to suit the needs of men, children
and women. The company offers its products under several collections like

 Tommy Jeans-This collection is inspired by denim classic with casual as well as modern edge. Its
line includes fragrance, eyewear, accessories, bags, footwear and denim.
 Tommy Hilfiger- It is the core line of the brand and embodies cool spirit with classic style and
several designs. Its product range includes nearly twenty-five categories like accessories, footwear,
and sportswear for kids, women and men.
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 Tommy Hilfiger Tailored- This collection reflects American heritage in sophisticated and elevated
styles that are specially made for formal occasions. Apparels include relaxed tailoring and structured
suiting modernized with premium fabrics, precise fit, updated cuts, luxurious details and rich
colours.
 Hilfiger Collection – It blends typical American style with contemporary influence to create a
playful image of fashion. The collection targets customers within age-frame of 25 to 40 and is the
pinnacle of its product offerings.

3.9 BEHIND THE DESIGNER LABELS, A WORLD OF

EXPLOITATION AND ABUSE
CLOTHES SOLD in Britain by some of fashion's biggest names are made in
sweatshops where female workers are tricked into bonded labour and banned from becoming
pregnant. Some have been forced to have abortions if they do.

The disclosures will dent the image of the fashion industry, which has been on show in
London this week. In contrast to the overt luxury and self- congratulation around the
catwalks, The Independent can reveal the misery behind some of the most famous labels.

Our investigation focused on the Pacific island of Saipan, which has become a centre for
producing clothes sold under such names as the Gap, Ralph Lauren and Tommy Hilfiger.

It is a United States commonwealth with the status of a dependent territory but firms brand
goods produced there as "Made in America". US labour laws are flouted, say workers. The
factories employ 13,000 workers, mainly women from China, who are often lured with the
promise that they will be working in America. But they find themselves in Saipan, one of the
North Mariana islands, 1,000 miles from the Philippines and 6,000 from the US mainland.

They have to sign tough work and behaviour contracts. and pay fees to the men who recruit
them of pounds 2,000. Some said their families in China would be threatened or jailed if they
failed to make the payments or if they complained.

The women work up to 14 hours a day in cramped, hot, and unsafe conditions and live in
vermin-infested "barracks" with inadequate water for drinking and washing.

The Independent spoke to a worker who said she had been forced to abort her baby after
being told she would be sent back to China if she did not.
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Machine workers we spoke to confirmed they had helped to make goods The Independent
bought over the counter in Britain. One identified a Tommy Hilfiger shirt on sale here for
pounds 40, saying she believed its factory-gate price was pounds 3.

Designers buy the goods through companies often based in Hong Kong. Labels on items sold
here by brands such as Ralph Lauren, Liz Claiborne and the Gap said they were "Made in the
North Mariana Islands, USA". Gymboree confirmed it sold Saipan clothes in Britain labelled
"Made in the USA." The Hilfiger shirt was labelled "Made in Saipan." Saipan goods can be
shipped to the US without quotas or tariffs.From there, some clothes are shipped to Britain.

Campaigners are urging new rules to govern imports. They want firms selling brand names to
be held accountable for conditions in which they are made, through clearer labelling and
better information for consumers. Action is being taken against manufacturers on the island:
250 current and former foreign workers are suing their employers and US fashion houses.

The workers accuse manufacturers, contractors and retailers of benefiting from their forced
labour and indentured servitude.

3.10 TOP COMPETITORS OR ALTERNATIVES

Ralph Lauren is a top competitor of Tommy Hilfiger. Ralph Lauren

was founded in 1967, and is headquartered in New York, New York. Ralph
Lauren is in the Systems Software industry. Ralph Lauren generates
$215.4M less revenue vs. Tommy Hilfiger.

Perry Ellis International is seen as one of Tommy Hilfiger's top

competitors. Perry Ellis International is headquartered in Doral, Florida,
and was founded in 1967. Perry Ellis International is in the Apparel field.
Perry Ellis International generates 11% the revenue of Tommy Hilfiger.
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Burberry has been one of Tommy Hilfiger's top competitors.

Burberry's headquarters is in London, England, and was founded in 1856.
Burberry competes in the Personal Products industry. Burberry generates
38% of Tommy Hilfiger's revenue.

PLATFORM FOR WOMEN,MEN AND CHILDRENS IN SPORTS:

Tommy Hilfiger provides a platform for women, men, children and sport apparel. Tommy
Hilfiger was founded in 06/1985. Tommy Hilfiger's headquarters is located in Amsterdam,
Other, NL 1054-ES. Tommy Hilfiger's CEO, Daniel Grieder, currently has an approval rating of
83%. Tommy Hilfiger has an estimated 9.1K employees and an estimated annual revenue of
6.6B.
TOMMY HILFIGER is one of the world’s leading designer tommy hilifiger brands and is internationally
recognized for celebrating the essence of classic American cool style, featuring preppy with a twist designs.
Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide under
the TOMMY HILFIGER and TOMMY JEANS brands, with a breadth of collections including HILFIGER
COLLECTION, TOMMY HILFIGER TAILORED, TommyXGigi, men’s, women’s and kids’ sportswear,
denim, accessories, and footwear. In addition, the brand is licensed for a range of products, including fragrances,
eyewear, watches and home furnishings. Founder Tommy Hilfiger remains the company’s Principal Designer
and provides leadership and direction for the design process. TOMMY HILFIGER, which was acquired by PVH
Corp. in 2010, is a global apparel and retail company with more than 15,000 associates worldwide. With the
support of strong global consumer recognition, Tommy Hilfiger has built an extensive distribution network in
over 100 countries and more than 1,800 retail stores throughout North America, Europe, Latin America and the
Asia Pacific region. Global retail sales of the TOMMY HILFIGER brand were US $7.4 billion in 2017.
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3.11 MARKETING STRADEGY WITH 4P’S :

Marketing Mix of Tommy Hilfiger analyses the brand/company which covers 4Ps (Product, Price, Place,
Promotion) and explains the Tommy Hilfiger marketing strategy. The article elaborates the pricing, advertising &
distribution strategies used by the company.

Let us start the Tommy Hilfiger Marketing Mix:

Product:
Tommy Hilfiger is a leading fashion label having a wide clothing range and strong global presence. Tommy
Hilfiger offers a variety of products in premium segment fashion and tommy hilifiger. They provide style, quality and
value to the buyers and focus on the American classic designs by adding a youthful twist to them. The various product
categories in its marketing mix offered include:

• Denims

• Clothing

• Watches

• Shoes

• Handbags

• Tommy hilifiger and Home décor

• Fragrances

• Eyewear

There are different line of brands and collections launched by the company which help it to target a wider
customer base while understanding the different style tastes of each section. The core product line of Tommy Hilfiger
offers designs across 25 categories and is targeted at 25-40 years old customer with offerings for men’s clothing,
women’s clothing, shoes and accessories. Tommy Hilfiger also has products for kids’ section. Tommy Hilfiger
Denims brand is targeted at a younger customer section of 18-30 years old, and has more edgy and casual designs.
Hilfiger collection is primarily targeted at women and is manufactured in Italy using high quality premium materials,
while Tommy Hilfiger Tailored collection caters to the corporate men with sharp and sophisticated designs.
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Price:
Tommy Hilfiger is a high-end fashion brand and charges premium on its products, but as compared to its
competitors like Ralph Lauren and Lacoste, its prices come in the lower segment. This has decreased its brand equity
among the users since its high glory phase of the 90’s. The company follows a discount based pricing model in its
marketing mix and offers sale on products in major off seasons. Still Tommy Hilfiger is the brand people want to
relate to, given its fresh take on the classic American style and pop music culture inspired designs and that helps the
company to remain in the premium segment. The Hilfiger collection is priced in the higher segment as it can charge
premium based on its value, quality and New York fashion week runway designs. Similarly, the Tommy Hilfiger
Tailored collection also charges premium based on value based pricing and customised fit.

Place:

Tommy Hilfiger is global brand and therefore has a global presence through its huge chain of retail stores and
online shopping website. Tommy Hilfiger caters to a wide variety of customers Its head office is in Amsterdam,
Netherlands. The company has its own stores as well as a franchise based model for retail. There are more than 1400
stores of Tommy Hilfiger located in over 90 countries across the world. It has flagship stores are in the major cities
around the world- New York, London, Paris, Tokyo, Los Angeles and Dusseldorf. The store layouts reflect the classic
cool American style and the upbeat Tommy Hilfiger designs. The products are also available online on the company’s
website, as well as other ecommerce portals. The Tommy Hilfiger website is available in different languages in order
to attract a global customer base- English, Spanish, Portuguese, German, French, Italian, Japanese, Dutch, Turkish
and many more.
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Read more about Tommy Hilfiger marketing strategy: Tommy Hilfiger SWOT Analysis & Competitors

Promotion:

Tommy Hilfiger follows an aggressive marketing strategy using different channels to reach out to its
customers and thus has a very high brand visibility. Tommy Hilfiger uses magazine ads, newspaper ads and billboards
for promotions. It also uses celebrities as brand ambassadors and the tagline “For the People”. Its current brand
ambassador is supermodel Gigi Hadid. Sales promotion is done by offering discounts of around 10-15% across the
product lines during off season or special occasions. It also uses point of sale promotions by making their store layout
in line with the preppy fashion they offer. Tommy Hilfiger stores are designed in such a way that they reflect the
classic cool of American Style. They also launched a virtual reality store experience in 2015 which was a big hit
among the customers. The buyers could watch the 2015 Fall Hilfiger Collection in 360-degree 3D virtual reality from
front row and shop the collection immediately. But this was available only in select flagship and franchise stores. For
online promotions, it gives special offers on its website. It also sends emails to its members showcasing the latest
arrivals. Hence, this concludes the marketing mix of Tommy Hilfiger.

Browse 4Ps Analysis of more brands and companies similar to Tommy Hilfiger Marketing Mix. The Marketing Mix
section covers 4Ps and 7Ps of more than 300 brands in 2 categories.

3.12 INVENTORY PHASE - BRAND EQUITY MODEL:

BRAND DYNAMICS PYRAMID MODEL

The Brand Dynamics pyramid is a model providing insight into different levels of brand
loyalty. This process model consists of five steps (differentiation, relevance, Esteem,
Knowledge with each step up on the pyramid denoting a greater level of brand loyalty. The
width of a slice represents the number of consumers that are loyal to the brand
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when it has reached that level. Research results usually also list a percentage for the width of the slices. The pyramid
is a stylized figure, in reality, the difference in width between the slices is far more irregular. Research data shows that the
number of consumers drops per level. And research data has also shown that the width of the pyramid depends on the type
of the product

1. Differentiation
This is the starting point for all brands. This measures the degree to which the brand is seen as different from
others .Has your brand attracted consumers attention more than your competitors? The starting point for all
brands is differentiation. Measure this by asking questions about how often consumers have come across your
brand, if they recognize your brand, and how different it is from your competitors.

As a brand matures, Brand Asset Valuator model states that Differentiation often declines. It doesn’t always have
to happen. Even though brands reach maturity, with good management, a brand can continue its Differentiation.
A low level of Differentiation is a clear warning that a brand is fading.

2. Relevance
measures the breadth of a brand’s appeal. How appropriate your brand is for your consumers? Would consumers
want to purchase your product or service? Is your product relevant to consumers in regards to price, convenience,
and fulfilling their needs? You can determine your brand’s relevance by asking consumers how likely they
would be to purchase your product or service, regardless of whether or not they have purchased your product or
service in the past. Relevance alone is not key to a brand’s success. Rather, the combination of Relevance
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& Differentiation determines the success. Brand Asset Valuator model shows that there is a direct correlation
between Relevance and market penetration.

3. Esteem
Esteem is the perceived quality and customer perceptions about growing popularity of a brand. Does the brand
keep its assurances? The customer’s response to a marketers’ brand building activity is driven by his perception
of two factors; quality and popularity. In the progression of building a brand, it follows Differentiation and
Relevance. It’s the customer’s response to a marketer’s brand-building activity. Brand Asset Valuator tracks the
ways in which brands gain Esteem, which helps us consider how to manage consumer perceptions.Brand Asset
Valuator identifies opportunities for leveraging a brand’s Esteem

4. Knowledge
Knowledge measures the extent of the customer’s awareness of the brand and understanding of its identity. The
awareness levels about the brand and what it stands for shows the familiarity that consumers share with the
brand. True knowledge of the brand comes through brand-building. When a brand has made through its Relevant
Differentiation and customers come to hold it in high Esteem. Brand Knowledge is the result and represents the
successful finale of building a brand. Knowledge means customer is aware of the brand and understands what the
brand or service stands for. Knowledge is not a result of media Spends. High media spends against a weak idea
will not yield results.
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CHAPTER 4
RESULTS AND SUGGESTION -
EXPLORATORY PHASE

4.1 RESEARCH STUDY

The research aims to study about TOMMY HILIFIGER brand and audit the results and
find whether brand meaning of TOMMY HILIFIGER is correctly communicated and people
perceive it in the same way as the brand meaning. A convenience sampling method was
adopted during exploratory phase. Questionnaire has been developed according to BRAND
DYNAMICS MODEL where questions are framed under PRESENCE, RELEVANCE,
PERFORMANCE, ADVANTAGE and BONDING. Convenience sampling has been used to
collect data. A total of 61 responses has been collected all targeting the age group of 16 - 30
years old with almost equal split between male and female.

4.2 FINDINGS - EXPLORATORY PHASE

 There is significant difference among customer’s characteristics on relevance,

performance, advantage and bondage who are purchasing in TOMMY HILIFIGER
with respect to gender.
 Customer’s characteristics on Advantage is good enough in predicting the customer’s
loyalty(BONDING) towards TOMMY HILIFIGER brand.
 There is a relationship between customer’s characteristics on relevance, performance,
advantage and bonding who are purchasing from TOMMY HILIFIGER.

4.2.1 PRESENCE
The awareness level of the people towards TOMMY HILIFIGER brand is considerably
high with 45.09% of the customers think Tommy hilifiger is the first place that comes to their
mind when they plan for shopping.93.7% are aware that TOMMY HILIFIGER is a multi-
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branded outlet. Tommy hilifiger should create promotional videos and make people aware that
Tommy hilifiger is a multi branded outlet and they could find huge variety of collections of
different brands under one roof. Promotional activity is the way to make people aware that its
only store that satisfies all people need.

4.2.2 RELEVANCE

Almost all people perceive Tommy hilifiger offers highly fashionable and trendy outfits
with 69%. 42.9% people think Tommy hilifiger targets Middle class people and 39.7% think
it targets Premium segment. From the results its understood that most of the people does not
link Tommy hilifiger with any of their memories and they don’t prefer Tommy hilifiger to be
the only place for shopping. From the results and findings, Tommy hilifiger should clearly
position their brand whether they target premium segment or middle class segment. There was
a difference in the answers of people and 4% of the people think it's for lower segment. Clear
brand communication need to be done by Tommy hilifiger. Apart from creating awareness or
selling outfits to the people they should make the people associate Tommy hilifiger with any
of their special occasions like Birthday shopping spot.

4.2.3 PERFORMANCE

Almost 60% customers perceive that outfits of the Tommy hilifiger are reliable and
effective. 30% of customers perceive that the outfits of Tommy hilifiger are costly when
compared to its competitors. 40% of the customers love the look and feel of the outfits. From
the results and findings, Tommy hilifiger should even concentrate more on quality of the
fabrics and customers feel that the outfits are costly when compared to other retail shops.
Discount and offers for customers and increase in fast trend changing would help tommy
hilifiger increase its performance.

4.2.4 ADVANTAGE

Only 40% of the customers think Tommy hilifiger offers all product related functions and
satisfies the customers when compared its competitive brands and less than 50% of the people
completely satisfy their needs and think that products are unique when compared to other retail
stores. Some does not feel that Tommy hilifiger outfits are not relevant to them. From the
results and findings, Tommy hilifiger should make competitor analysis and should follow
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some marketing strategies to attract customers to their store. People could easily locate their
desired outfits and its clear that Tommy hilifiger takes much concentration on visual
merchandising.

4.2.5 BONDING

Only 2 - 10 % of people are loyal to Tommy hilifiger and purchase only at Tommy
hilifiger and 11% of people would recommend Tommy hilifiger to others. Only that 10% of
people are interested in knowing about Tommy hilifiger, spend time in website and share news
about Tommy hilifiger. From results and findings, Tommy hilifiger should maintain a strong
customer relationship and provide offers to the frequent visiting customers. This would
definitely increase the customer's walk-ins and loyalty towards TOMMY HILIFIGER
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CHAPTER 5
CONCLUSION
Thus brand inventory activity gave us an opportunity to learn about Tommy
hilifiger brand, its brand elements, values and its positioning strategies to its target
group from Ms. Priya, who clearly gave us insights about Tommy hilifiger retail
store. An open ended questionnaire was prepared to identify from people whether
they perceive about the Tommy hilifiger brand, its values in the same way and
identify the brand communication is correctly communicated to its target customer
group. There were more difference among people in perceiving about the brand and
its values. Tommy hilifiger is good in offering branded clothes and satisfies people
with all branded clothes under one roof with high quality products. They are fast in
updating recent trends and understand their target group and provide quality
products. Though Tommy hilifiger does many promotional activities and attract
customers, the loyalty of the customers towards Tommy hilifiger is very less among
surveyed population. Thus by increasing the frequent walk-ins of the customer by
introducing special plans, schemes and offering high quality products what
customers prefer would defiantly increase the loyalty of the people towards Tommy
hilifiger.
5.1 TOTAL NUMBER OF RESPONSES SURVEYED

RESPONSES

28%

MALE
FEMALE

72%
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5.2 RELIABILITY ANALYSIS

VARIABLE CRONBACH’S ALPHA

DIFFERENTIATION .847
RELEVANCE .753
ESTEEM .798
KNOWLEDGE .815

The Cronbach's alpha value for all constructs under BRAND DYNAMICS MODEL is greater
than 0.7. Therefore the questionnaire is reliable and analysis of the data can be carried out.

5.3 MEAN SCORES OF DIFFERENT ELEMENTS OF BRAND DYNAMICS PYRAMID

VARIABLE MEAN VALUE
DIFFERENTIATION 3.03333
RELEVANCE 3.2375
ESTEEM 3.508
KNOWLEDGE 3.7575

The above table shows that Knowledge having higher mean indicates that Tommy
Hilfiger brand is well known among people. The understanding of the brand and what it stands
for, Relevance of the customers towards Tommy Hilfiger is less and clearly identified from
mean scores table.

5.4 DIFFERENCE WITH RESPECT TO GENDER (T- TEST)

The hypothesis for difference in perceptions of the customers towards Tommy

Hilfiger with respect to gender is given below:

H0: There is no significant difference in mean scores of customers perceptions towards TOMMY HILFIGER
outlet with respect to gender
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CONSTRUCT GENDER MEAN F SIG T SIG 2 TAILED H0(!)

ACCEPTED
OR
REJECTED

DIFFERENTIATION F 3.12 0.41 0.50 -.47 0.640 ACCEPTED

M 3.24 -.46 0.647
RELEVANCE F 3.56 0.06 0.79 -.17 0.847 ACCEPTED
M 3.27 -.17 0.859
ESTEEM F 3.69 0.67 0.41 -.193 0.77 ACCEPTED
M 3.82 -.186 0.77
KNOWLEDGE F 3.84 1.24 0.26 -.637 0.509 ACCEPTED
M 3.65 -.611 0.517

H0(1): There is a significant difference in mean scores of customers perceptions towards TOMMY
HILFIGER outlet with respect to gender

As all values are greater than 0.05, there is a significant difference in mean scores of
the customers perceptions with respect to gender. Thus the results shows that there is a
difference in perceptions of the customers towards brand identity of Tommy Hilfiger with
respect to gender in all elements of Brand Dynamics Pyramid.

5.5 ANALYSING THE INFLUENCE OF DIFFERENTIATION, RELEVANCE, KNOWLDEGE, ESTEEM

Ha : The constructs is Differentiation Relevance ,Knowledge good enough in predicting the

Loyalty of the customers who are purchasing from TOMMY HILFIGER

S CONSTRUCTS UNSTANDARDIZED STANDARDIZED T

NO COEFFCIENTS COEFFICIENTS SIG

B BETA
CONSTANT 0.354 0.593
0.537
1 DIFFERENTIATION 0.156 0.125 0.515
0.565
2 RELEVANCE 0.012 0.012 0.543
0.016
3 KNOWLEDGE 0.444 0.354 0.028
1.523
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R 0.523
R SQUARE 0.284
ADJUSTED R 0.246
SQUARE
SIG 0
DEPENDENT ESTEEM
CONSTRUCT
Customer’s characteristics on Knowledge is good enough in predicting the customer’s Esteem
towards Tommy Hilfiger brand. Thus increasing the Knowledge of the customers would
increase the esteem of the customers towards Tommy Hilfiger. Other elements such as
Relevance, does not contribute in brand equity among customers.

5.6 RELATIONSHIP BETWEEN

DIFFERENTIATION.RELEVANCE,ESTEEM,KNOWLEDGE
Ha : There is a relationship between Differentiation, Relevance, Esteem, Knowledge of the customers
who are purchasing from TOMMY HILFIGER.

DIFFERENTIATION RELEVANCE ESTEEM KNOWLEDGE

DIFFERENTIATION 1
RELEVANCE 0.512 1
ESTEEM 0.520 1
KNOWLEDGE 0.550 0.521 .679 1

There is a relationship between customer’s characteristics on Differentiation

Relevance, Esteem
, Knowledge who are purchasing from TOMMY HILFIGER. There is a high
correlation between Knowledge and Esteem of the elements under Brand Dynamics Pyramid.
Once its highly relevant to the customers because of the awareness and pride they get out of
the products from Tommy Hilfiger. There is a very less correlation between Differentiation
and Relevance. Its inferred that though Tommy Hilfiger they couldn’t measure the degree to
which the brand is seen as different from others . More concentration on pricing and
promotional activities needs to be carried out to increase the loyalty of the customers visiting
Tommy Hilfiger brand
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5.7 BRAND AUDIT QUESTIONNAIRE

No Brand Knowledge 5 4 3 2 1
1. Tommy Hilfiger is an America’s iconic brand.
2. It is a global brand.
3. A to Z products are available in Tommy Hilfiger.
4. Their most famous product is accessories .
5 Tommy Hilfiger products makes you feel pride.
6 Products in tommy are premium priced
No Brand Relevance 5 4 3 2 1
1. Tommy Hilfiger” products are high in quality.
2. Customer service is good at tommy Hilfiger.
3. Does the price reasonable compared to other apparel brands .
4. The product is highly durable .
No Brand differentiation 5 4 3 2 1
1. Tommy Hilfiger offers high discounts over other brands
2. Tommy Hilfiger satisfy your needs
3. The products are unique compared to others brands
4. The products are stylish and suits you very well when compared to other
5. The products from tommy are value for money comparing other brands
No Brand Esteem 5 4 3 2 1
1. Do you feel like going to Tommy hilfiger frequently
2. Would you recommend your friends/ family to Tommy hilfiger
3. Do you prefer to be Tommy Hilfiger over other brands
4. Tommy is the first preference to you when you go for shopping

Demographic profile:
1.Gender?
 Male
 Female
2.Age?
 Less than 20
 21-24
 25- 30
 Greater than 30
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3.State of being?
 Student
 Graduate
 Working professional
 Others
4 .Have you ever purchased in Tommy hhilfiger?
 Yes
 No
5..If yes, how often do you go out with your friends/ family for shopping?
 Daily
 Weekly once
 One or two times monthly
 Not sure
Please give your rating on 5 point scale with: 1- Strongly Disagree, 2- Disagree,
3- Neutral, 4- Agree, 5-Storngly Agree
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