Answered: Which of the following overall…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Which of the following overall positioning approaches is Hugo Boss most likely to use?

A.

The same for less

B.

More for the same

C.

Less for much less

D.
More for more

Transcribed Image Text:For many years, Hugo Boss has ranked among the global market leaders in superior fashions. It is a prestige brand offering a high level of quality and assortment including product groups such as shoes, accessories, fragrances, eyewear, and watches complement the collections. The strength was first generated by the success of the BOSS brand, initially introduced as a classical men's business wear line in the 1970s. Today the BOSS image is transported by four independent and distinctively positioned lines, targeting various needs. The menswear collections are focused in BOSS Black on elegant business wear, with BOSS Orange on up-to-date casual wear and the BOSS Green collection offering performance sportswear. Furthermore, those who demand exceptional materials, craftsmanship and exclusivity can appreciate the luxurious tailored fashions of BOSS Selection. At the same time, the women's wear segment has been expanding both systematically and successfully. The refined looks of BOSS Black and the hip, creative fashions of BOSS Orange are now also available for women. The CEO of the largest Hugo Bos production factory in Izmir, Dr. Sezai Kaya defines the profile of Hugo Boss's target market as follows: consumers between the ages of 25-49, their marital status is unimportant, their annual income level is above 80.000 Euro, they live in city centers, drive BMW, Mercedes, and Audi cars, they like golf, skiing, tennis, sailing, art, cinema, and traveling, they make business trips to the major metropoles such as New York and London, they are design oriented consumers, fashion plays a role as a tool to build personality, provide security, and create self-confidence, they spend their money for high quality, service, and shopping experience.

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