Marketing Strategies used by H&M in the Indian market
H&M, Indian market, Fast-fashion, Marketing strategies, Zara
H&M is a top market leader in the Indian market for fast-fashion clothing items and has established dominance over multinational brands like Zara and Uniqlo since it’s entry in 2015. This research paper provides a detailed analysis of the preceding impact the marketing strategies employed by H&M has had on it’s clear market dominance in India. It is focused on the research questions - “To what extent has H&M maintained its competitiveness in the Indian market as a result of its marketing strategies?” Qualitative and quantitate data is analysed to provide an accurate conclusion through various marketing tools analysing the brand image, the growth strategies, market positioning and the financial position of the company. The primary tools used are as follows (i) PESTLE analysis, (ii) Porters 5 forces, (iii) marketing mix, and (iv) Product/brand positioning map. Throughout the paper, clear connections and comparisons are made with H&M’s biggest competitor, Zara. To conclude and support the qualitative data, a financial revenue analysis was conducted between Zara and H&M. The research proved that H&M, as a result of their aggressive marketing strategies, has achieved a 40% majority market share in the Indian market helping it remain fairly competitive. The brand orientation is well-targeted to the Indian customer base in terms of affordability, style and accessibility. The marketing mix is adjusted such that it appeals to the Indian audience by presenting global and well as local collections of clothes for men, women and children of all ages, appropriate for all relevant occasions, in the most reasonable price range, hence maintaining a higher position in the market.
"Marketing Strategies used by H&M in the Indian market", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.8, Issue 1, page no.795 - 802, January-2023, Available :https://ijsdr.org/papers/IJSDR2301128.pdf
Volume 8
Issue 1,
January-2023
Pages : 795 - 802
Paper Reg. ID: IJSDR_202734
Published Paper Id: IJSDR2301128
Downloads: 000347433
Research Area: Management
Country: Mumbai , Maharashtra , India
ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJSDR(IJ Publication) Janvi Wave
