Transcript Components of the Promotional Mix PPT

UNIT F
FASHION
PROMOTION
6.01 Identify the
components of the
promotional mix.
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Introductory Assignment
• Read Chapter 21 in green Fashion
Merchandising book, page 379.
• Define the To Know terms on page
396.
• Answer the 20 Review questions on
page 396.
• On a separate piece of white paper,
draw the Promotion Through the
Fashion Cycle as seen on page 379.
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Promotion: The
communication with
customers about products and
services to create demand and
encourage purchases.
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Promotion may be done
locally, regionally, nationally,
or internationally.
The goal of promotion is to
communicate with the largest
target audience possible.
Promotion helps to attract
new customers, increase sales
to existing customers, and
stimulate brand name
recognition.
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Promotion should be designed
to…
Create an awareness and understanding
of companies and/or products and to
introduce new products, inform consumers
or changing prices, and explain new
services.
Convince consumers about the benefits
or using certain products or patronizing
particular businesses.
Remind consumers where to purchase
certain products, to encourage purchases,
and to stimulate additional purchases.
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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
 Advertising
 Personal selling
 Publicity
 Public relations
 Sales promotion
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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. Mass media are those
instruments of communication designed to reach
the mass of the people.
Must be newsworthy to earn media space
and time
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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A written news story sent as
publicity to a newspaper or
magazine.
Used to create public
awareness of store openings,
civic events at store locations, or
announce employee promotions
Used to create a positive
image and awareness about a
company, designer, or product
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Promotional information
packages that contain press
releases and photographs.
Help create 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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Activities designed to build
positive relations with the
customers, employees, and the
community.
Participation in community
programs
Effective PR can help build a
positive image for a company, but
cannot cover up bad news.
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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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Coordinating the promotional
mix elements (cont.)
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…
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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Promotional approaches during the
fashion cycle… (cont.)
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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