Transcript Promotion

UNIT F
FASHION
PROMOTION
6.01 Identify the
components of the
promotional mix.
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Promotion: Communication with
customers about products and
services.
• Creates demand and encourage
purchases.
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Promotion
Where?
• local, regional, national, or international.
Goal?
• communicate with a large target audience.
Why?
• attract new customers.
• increase sales to existing customers.
• stimulate brand name recognition.
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Promotion
• Creates awareness of a company or product.
• Introduces new products.
• Informs of price changes.
• Explains new services.
•
Convinces consumers of benefits of product or
business.
• Reminds where to purchase certain products.
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4
Promotion
Part of the
Marketing Mix:
•Price
•Product
•Place
•Promotion
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Promotional Mix
• The combination of all types
of communication with
customers about a company
or products.
• The goals of promotion:
• inform
• persuade
• remind
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Promotional
Mix Elements
• Advertising
• Personal selling
• Publicity
• Public relations
• Sales promotion
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Advertising
• PAID
• NONPERSONAL
• IDENTIFIED SPONSOR
• presentation of ideas,
goods, or services
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Personal selling
•PERSONALIZED
•TWO-WAY
COMMUNICATION
•salesperson and customer
• exchange of merchandise
for money or credit
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Personal Selling
•Major form of
promotion
•Expensive ---- requires
individuals to make
contact with potential
customers.
•Completes the sale.
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Publicity
NEWSWORTHY
INFORMATION
about a company,
product, or person
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.
•Must be timely, have local interest, and
appeal.
•More credible to consumers than
advertising.
•Company has little control over content
of message or how it is presented to the
public.
•Can be good or bad.
•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 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
•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
•PR can help build a positive
image for a company, but cannot
cover up bad news.
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Sales Promotion
1. Visual merchandising
-Appealing physical display of
merchandise
•Entices customers to enter the
store
•Enhances store image
•Presents the merchandise that the
store has to offer
•Shows customers how to wear
and accessorize merchandise
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Sales Promotion
2. Special events
- Promotional activities to:
- Increase customer traffic.
-Sell goods.
- 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.
•Each promotional activity should
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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Do You Remember the
Fashion Cycle?
• Introduction
• Rise
• Peak
• Decline
• Obsolescence
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Promotional approaches during the
fashion cycle. (How it is used)
•Introduction --- Introduce
trends and create interest in
new merchandise.
•Rise --- Motivate customers
and increase desire for
merchandise.
•Peak --- Persuade consumers
that your version of a product
is best and why.
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Promotional approaches during the
fashion cycle…
•Decline --- Gain
customers’ loyalty with
reduced prices.
•Obsolescence --Emphasize large
markdowns.
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