Case Study On Dunhill 82a10

Marketing Principles (Mkt 101) Assignment On Dunhill

Submitted to: Ashraf U Bhuiyan Senior Lecturer, Dept. of Business istration.

Submitted by: Md.Saud Masrur Id: 2009-2-10-045 Section: 07

Weight: 10 Marks

Date of submission: 18th July, 2010

Letter of Transmittal

18th July, 2010 To, Mr.Asraf U Bhuiyan Senior Lecturer Department of Business istration, East West University.

Subject : Submission of assignment. Dear sir, It gives me immense pleasure to presenting here my assignment which was assigned to us. In presenting the assignment I had the opportunity to have insight view of Dunhill’s history of ensuring relevant products, brand identification and marketing concept as well. I tried to answer my level best to all of the required questions. I am extremely grateful to you for your valuable guidance. I will be pleased to answer any query to clarify the doubts, if any With kind personal regards.

Sincerely Yours, Md.Saud Masrur

Id : 2009-2-10-045

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Table of Content

Sl. No.

Content

Page no.

1.

Answer no.1

1

2.

Answer no.2

2-4

3.

Answer no.3

5-6

4.

Reference

7

Answer no :: 1 Alfred Dunhill Ltd. is one of the famous global brands with their various retail outlets, which remains the spiritual home of Alfred Dunhill. Dunhill now famous with their surely recognize that aura of discreet but nonetheless luxurious, style and designed “English Style”. Global brand as Dunhill communicate with their wealthy and sophisticated customer by using their logos, taglines, color etc where branding encomes the associated that comes to mind to the customer then they think about their tradition and heritage of that particular company. Dunhill uses their brand identity involving those facts of the brand that represent the brand visually and verbally. Dunhill, with their brand identity to its customer for superior, luxury goods for men, continually and consistently. Their tradition and heritage’s message communicate to the customer through advertising. So that Dunhill always uses unique color, logos, and taglines that represent of their reputation for innovation and invention. Importantly these facets like brand identity, tradition are constructions of the firm concerned. Dunhill crafts a brand outline that also creates its position as retailer of superior, gentlemen product range. It was also about that quirky, eccentric side to the English identity indeed. A company like Dunhill today’s on a more commercial level, they access their tradition of innovation by drawing on the product of the past. So, that these see as a sources of inspiration for their designers also. Today Dunhill’s logo is also still a brand. They have a large archive of their history and reputation that they have produced a large variety and quantity of product. Dunhill also views their brand logo, tagline, color etc are there as an embodiment of the DNA of the brand. So, that when any customer go to London or Paris they draw on their mind about Dunhill’s product because of its brand image. Lastly Dunhill’s lots more innovation and invention truly stands for communicating message to the customer. No matter where the customer comes from the world they might want to access the Dunhill’s product. That is why a customer might state “I go to Dunhill because I know Dunhill has been around for a hundred years “Englishness” that is perhaps at the heart of the brand appeal in the global market place for their successful brand logo, tagline and color etc. From the above discussion we have seen how Dunhill communicate their brand identity that helps them to hold their position in the market.

Answer no 2 :: A company with its 100 years of historical background of business likes Dunhill can truly serve its customer in highly modern competitive market very well. Dunhill’s with its large range of product in global market they produce only because of ing today’s customer need. Now they are “out-post” of the Dunhill brand the wholly owned stores in particular all communicate the same message as their original three stores- style, restrained luxury and quality gentlemen’s accoutrements. A company can only survive in the competitive market if they maintain the basic business ethics code. The Dunhill Company did that very well. Dunhill always two things that are very much fundamental to their appeal to the sophisticated and wealthy customer. The first thing is authenticity, the authenticity of the brand that they are buying from and the product they are buying. So, that their authenticity is underpinned by the history and tradition of the firm and that’s the Dunhill truly perform. Keeping company’s history, background Dunhill produce a large range of aristocratic product like Dunhill Deco Silver and Lacquer cigarette lighter as well as time pieces that are displaying in the Tokyo store. They also authenticate to their suit that when a men wear he may feel truly “Englishness” this is feeling of gentlemen are symbol of authenticity. The second another fundamental aspect of the Dunhill is the relevance to the current market and its customer. Dunhill produce product by targeting current competitive market and strange and very affluent customer. Their product line has to be in tune with the spirit of the times. Dunhill knows that if they do not focus on customer they will fail to catch them and simply the customer are not going to buy only for their heritage of brand. Also Dunhill balance their quality product with a continuous basis, where Dunhill also has a reputation for producing quality innovative but above all high quality men’s accessories. Lastly Dunhill’s branding strategy still valid in today’s world and that is why Dunhill still works.

Answer :: 3 Dunhill is known as famous and recognized company that had started their business in London. They mainly focused on high quality products, also they concentrate on luxury and style. They also keep their product innovative and inventive. They also maintain tradition and heritage as well in time of serving their products to their customers. Two fundamental things that Dunhill follows for their sophisticated and wealthy customers. These are: Authenticity and other is Relevance to the current market and its consumers. For these two things a customer of Dunhill think like this “ I go to Dunhill because I know dunhill has been around for a hundred years , and it stands for something.” From this customer point of view it is clearly seen that, they buy Dunhill’s product due to its brand value and quality as well. This brand value is very important for such kind of organization. From the above information we can see the strategies which they followed last centuries to expand the range of products. as a consultant of dunhill if I am asked to introduce strategies to expand range of products, first of all I have to maintain the trend of dunhill which they followed last centuries.Then I will find out needs of customers which will help me to find new products which will be added to my product range. As a consultant of such a recognized company here I is my approach to expand product range: There are two ways to expand the range of products. Those are line filling and line stretching. I prefer the 1st one. I will increase the product item to expand the range of product. As a consultant of Dunhill Company, I will take another step. I will arrange an “Archive Fair”. In that fair, all product which was sold before 2000 will be presented. I will ensure the quantity of that product. Quality will be same. But every item will be produced only one piece. Tagline of that fair will be “Be a History of Dunhill”. I think, consumer who are very loyal to Dunhill become interested to that product. In the other hand, new customer will be attracted.

References: 1. Evans.Joel R, Berman.Barry, marketing (3rd edition), MACMILLAN PUBLISHING COMPANY, NEW YORK, COLLIER MACMILLAN PUBLISHER, LONDON. 2. Kotler.Philip, Armstrong.Grey, Principle of Marketing, (13th edition), Treason Education. 3. Kotler.Philip, Marketing Management, (11th edition), Prenthepice-hall of India.