INTRODUCTION

is a Swedish retail-clothing STARTED as single brand store company, 1993 journey in known for itsfastfashion in everyday life

H N M(HENNES N SPLASH MAURITZ) of fashionclothing. captures the essence

With a gamut of 35 brands under its portfolio of which 24 are designed in-house and the other 11 are international The Essence of the Splash brand is very simply "International Fashion at Great Value"

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Geographic segmentation
H&M It has over 2,300 stores in 43 countries. SPLASH 140 stores and 50 brand stores across 11 countries in the Middle East and India. Click to edit Master subtitle style

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PSYCHOGRAPHIC SEGMENTATION
UAE market can be divided into blue collar workers and white collar workers. Due to high salary jobs among UAE expatriate workers they are cash rich and have high social class.
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SPLASH- lower-middle income group

BEHAVIORAL SEGMENTATION
In behavioral segmentation, consumers are divided into groups according to their knowledge of, attitude towards, use of or response to a product.

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benefits sought-

TARGET MARKET
splash - teenager, women and men H&M - infants to kids to teenager, men and women

core customers- switcherssplash-

The target market in UAE would be the Asians which would be the majority Indians, Filipinos, Sri Lankans and 7/3/12

Gift vouchers can be given to their loved ones during Special student occasions discount 10% on allbonanza starting Weekend merchandiser. from 25% Advertising through Magazines, newspaper, billboards. Has basic website and online display of products. publication of their own magazines One of the major promotional activity of Splash is the Splash Shukran Card for rewards you can collect points on every purchase. With Fashion Show which is conducted every 100 Dhs every year points are one gets 10 point and they can be redeemed when 500from the past Promotion* 10 collected with sponsoring events for example years the Vaudeville 2012 Fashion show at IMT official sponsor for dhs 25 and so on apparels and accessories. 7/3/12

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Partner Brands Splash -Lee Cooper -Kappa -Barbie -Smiley World U -UMM Partner Brands h&M -2012 David Beckham -2009 Jimmy Choo -2010 Lanvin -2011Marni -Karl Lagerfeld -2007 Designed by Madonna -2007Collections are launched by Roberto Cavalli

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Splash It has received several significant industry accolades that include being awarded the recent Superbrand status 2011which is twice in a row for the brand. listed in Forbes Arabias Top 40 Arab Brands list Splash has recently won the Most Admired Marketing Campaign at the Retail ME Awards 2011 and Most Admired Retailer award. H&m H&Ms differentiation strategy is an integrated set of actions designed to offer fashion and quality at the best price that customers perceive as being different in ways that are important to them. H&M claims that it is wrong thinking that fashion should be the preserve for the rich, but for everyone. To do this successfully, H&M must truly be unique and be perceived as unique. 7/3/12

Differentiation

Hn Strenghts m 2,300 stores in 43 countries

europe, africa, asia, america

Weakness lower middle income group cannot afford, less audience

Threats Declining consumer confidence -Intense competition -product recall in 2007-quality issues

opportunities - Business expansion in new and existing markets

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Spla sh
Strenghts 140 stores,11 countries middle east region and india cater to all income groups, broader target audience good quality at low price Weakness

Threats -Intense competition

opportunities - Business expansion in new and existing markets

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BRAND POSITIONING

Splash is focused in satisfying people H&M caters to the needs of two who fall under higher middle class and distinct groups-practical customers middle class. and trendyits goal by and fashion It achieves customers. It providing a range of products which falls caters to the requirement to both the under a wide range of price starting from groups separately. It also gives 30dhs. importance to local tastes and preferences.

It achieves this position by specializing in apparels and dresses made of good quality fabrics but are 7/3/12

PRICE
Splash H&M

It it has the price rangeproducts from less expensive starting which are 10-15dhs focuses trendy but 30dhs. Splashmore than that of splash. affordable clothes.

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PRODUCT
SPLASH H&M

It focuses on products of popular apparels for teenagers, brands and it has It starts from men and women. accessories, cosmetics it has also collections of basics andand footwear popular brands such as lee cooper, kappa etc. It also has accessories.

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PLACE
SPLASH There almost It has H n M 86 are 18 stores in UAE store outlets in and The outlets UAE.the outlets are located in focused on areas that have which has concentration considerable of fashionable and fashion-savvy trendy population which population. allows them to tap into new market which is

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