Transcript Promotion

6.01 FASHION
PROMOTION
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Promotion: communicating
with customers about
products and services to
create demand and
encourage purchases.
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Promotion may be local,
regional, national, or
international.
***The goal of promotion is to
communicate with the largest
target audience possible.
Promotion helps attract new
customers, increase sales to
existing customers, and stimulate
brand name recognition.
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Promotion should …
Create an awareness and
understanding of companies
and/or products and introduce new
products, inform consumers of
changing prices, and explain new
services.
Convince consumers about the
benefits of using certain products
or patronizing particular business.
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Promotion is one of the
four major elements of
the marketing mix.
Product
Place
Price
Promotion
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Promotional activities
affect how customers view a
company.
Deceptive or misleading
promotion practices can
harm a business.
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Promotional mix:
**The combination
of all types of
communication used
by a business to
inform, persuade, or
remind consumers
about a company
and/or its products.
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Promotional mix
elements
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Advertising
Any PAID form of
NONPERSONAL
presentation of
ideas, goods, or
services made by an
IDENTIFIED
SPONSOR.
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Personal selling
PERSONALIZED,
TWO-WAY
COMMUNICATION
with a customer in the
process of exchanging
merchandise for
money or credit.
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Personal Selling
Major form of promotion
***Very expensive because it
requires individuals to make
contact with potential
customers
***Designed to complete the
sale once a customer has been
attracted to a business by
advertising, visual
merchandising,
publicity/public relations, or
special events
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Publicity
NEWSWORTHY
INFORMATION
about a company,
product, or person
placed in the media
***AT NO
CHARGE with the
purpose of creating
a desired image.
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Free
Carried by mass media.
Must be newsworthy to earn media space
Must be timely, have local interest, and appeal
to medium’s audience
Seems more credible to consumers than
advertising
***Company has little control over content
of message or how it is presented to the public
Can have a good or bad result
Helps make styles, manufacturers, retailers,
trends, or designers better known to the public
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Press Release: A written
news story sent as publicity
to a newspaper or
magazine.***
Creates public awareness of
store openings, civic events at
store locations, or announce
employee promotions
Creates a positive image about
a company, designer, or product
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Press Kit: Promotional information
packages that contain press releases
and photographs.
Creates awareness of
products or designers’ latest
fashions and apparel items
***Serve as free advertising
for the business if pictures are
published by the media
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Public Relations: ***Activities
designed to build positive relations
with the customers, employees,
and the community.
Participation in community
programs
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Visual Merchandising
Attractive and appealing physical
display of merchandise combined
with effective store layout and décor.
***Entices customers to enter the
store
Enhances store image
***Effectively presents the
merchandise that the store has to
offer
***Shows customers how to wear
and accessorize merchandise
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Special Events
Promotional activities
designed to increase
customer traffic, sell goods,
and improve company
image.
***Fashion shows
***Trunk shows
Special sales
Celebrity appearances
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Coordinating the promotional
mix elements
Most businesses rely on more
than one form of promotion to
achieve promotional goals.
The promotional mix is based
on product characteristics and
the existing market for the
product.
The promotional mix changes
over time, just as products and
consumers change.
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Each promotional activity
should be designed to
complement the other types of
promotion being used by the
business.
National advertising should be
coordinated with local
promotional activities.
Sales staff should be informed
of promotional activities taking
place.
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Promotional approaches during the
fashion cycle**…(remember the stages***)
***Introduction. Promotion is
used to introduce trends and create
interest in new merchandise.
***Rise. Promotion is used to
motivate customers and increase
desire for merchandise.
***Peak. Promotion is used to
persuade consumers that the
business’s version of a product is
best and why.
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***Decline. Promotion is
designed to gain customers’
loyalty with reduced prices and
reinforce their choice.
***Obsolescence. Promotion
is used to emphasize large
markdowns.
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