fashion promotion mix 2009
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Fashion Promotion Mix
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Fashion Promotion
One of the major area of the marketing mix
Promotion is not just advertisement alone
Promotion is often associated with creativeactivity undertaken to help distinguishcompany’s products from competitor’sofferings
Marketers must also have a deepunderstanding of how the marketingcommunication works and how promotionhelps the organization achieve itsobjectives
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What is promotion?
Any form of communication abusiness or
organization usesto inform,persuade, orremind people
about its products.
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Fashion Communication Theory
•Enocde: Mental and physical process necessary to construct a message inorder to reach a desired goal (Convey meaningful information)
•Medium (channel): Using sensory stimuli
•Decode: Mental and physical process necessary to give meaning to themessage
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Obstacles to EffectiveCommunication
Poor Encoding: Poor words, words orsymbols that lack meaning or worse,different meaning within a certaincultural groups.
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Obstacles to EffectiveCommunication
Poor Decoding: Particular receiverperceived a message differentlyfrom others and from what the
message source intended This error occurs due to personal
or psychological factors such asnot paying full attention to a fulltelevision advertisement, driving
too quickly past a billboard, orallowing one’s mind to wonderwhile talking to a salesperson.
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Obstacles to EffectiveCommunication
Medium Failure: sometimescommunication channels break down andend up sending out weak or faltering
signals. This error occurs when wrong medium is
used to communicate the message
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Obstacles to EffectiveCommunication
Communication Noise: It occurs when anoutside force in someway affects delivery of the message.
Ex: Loud sound tracks, large number of advertisements they encountered each day.
Million Dollar Question???
How many ads do you see in a day?
How many ads do you see in a day on each
type of media?How many ads do you really see in a day?
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Promotion Objectives
Build Awareness
Create Interest
Provide Information Stimulate Demand
Reinforce the Brand
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Fashion Promotion Mix
The Promotional Mix is a combination of the different types of
promotion.
Or
It is particular combination of promotional methods and mediaused by an organization to achieve its marketing
communication goals.
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Factors Influencing the FashionMarketing Mix
Strategic Consideration:
Distribution policies: Push or Pull
Product and Price factors: Consumer factors:
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Fashion Advertising
“Non-personal communication paid for byan identified sponsor”
Dates back to ancient Egypt
John Wanamaker, the Philadelphiamerchant was the first retailer to use thenews paper (in 1880)
Today they regularly communicate –fromsimplest to the most sophisticatedformats…
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Objectives of An Advertising
To increase market share To increase expenditure by existing
customers To increase store traffic To create brand awareness To reassure customers To launch a new product To generate enthusiasm from channel
members To encourage customers to trade up from
one garment or service to a moreexpensive one
To reinforce the corporate identity
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Role of Advertising
Communication with consumers
Persuasion
Contribution to economic growth Catalyst for change
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Benefits of Advertising
Information
Brand image building
InnovationNew product launch
Growth of media
Long-term & indirect benefits
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How to select an agency Define what u want from an agency Draw up a shortlist Check caliber of senior management Ensure an agency has marketing expertise Well structured, financially stable and not over-
committed Look for an agency with a good mix of clients Check most of their memorable campaigs Production dept. is up-to-date with latest printing and
reproduction techniques
Look an agency that can provide detailed, relevantresearch and can evaluate it intelligently Production cost techniques
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Guidelines for the message andcreative platform
What to say: An appeal (reason)
How to convey the message: Tell a story/history of the fashion product/USP/
Reflecting the lifestyle/Real lifesituations/demo/comparativeformats/testimonials/fantasy appeals/celebrities
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Advertising Media
T.V.
Radio Internet
Outdoor
Etc.
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How to Select a media
OTS (Opportunity to see)
Reach
Frequency CPT (Cost per thousand) : (cost /
audience)*1000
Type of media and its audience
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4Ms of Advertising
Market
Message
Media Measure
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Sales Promotion
All marketing activities, other than personalselling, advertising, and public relations iscalled….
“Includes those sales activities thatsupplement both personal selling andadvertising and coordinate them and makethem effective, such as displays, shows,
demonstrations and other non-recurrentselling efforts not in the ordinary routine” -AMA
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Objectives of Sales Promotion
Encourage to try a new product
Attract new customers
Brand loyalty Counter a competitors’ promotional
activities
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Sales Promotion Techniques
A. Directed at channel members
B. Directed at customers
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SP-Directed at channel members
Conference
Trade fairs
Exhibitions
Fashion shows
Trade allowanceand special offers
Point-of-salematerial
Sales competitions
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SP-directed at consumers
Sampling
Coupons
Premiums
Gift-with-purchase or purchase-with-purchase
programs Contests and sweepstakes
Refunds and rebates
Bonus packs
Price-off deals
Reward programs & Frequent-Buying clubs
Deferred Billing
Event sponsorship
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Personal Selling
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Personal Selling Defined
Direct face-to-face communication
between sellers and potentialbuyers.
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Emphasis Should be on Long-Term Relationship Building
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Forms of Personal Selling
Order taker
Order getter
Sales support personnel
O d G tt
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Attempt to increase their firm’s sales by sellingto new customers or by convincing currentcustomers to buy more of a company’s products.
Because they develop new business and aretherefore compensated quite well
Their job is to convince the customer topurchase an expensive computer or a fancy outfit.
They need to have persuasive abilities, and they generally receive commissions plus salary
Salespeople in computer stores or fancy clothing stores are often order getters
Order Getter
O d T k
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They complete the sales transaction and mainly dealwith the same or similar customers
Example: In a fancy women’s clothing store, the ordergetter convinces the customer to purchase some veryexpensive gowns. She will then take the customer withthe merchandise to the order taker who will completethe transaction and take care of such matters as
payment, delivery, etc . A sales clerk in a supermarket is an order taker
They are paid minimum wage and do not have topersuade anyone to buy anything
A smart retailer does not want to waste an order
getter’s valuable time with such routine and mundanematters as completing the order.
Order Taker
S l S t P l
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Do not make any sales but help facilitate the sellingfunction.
There are two major types of support personnel:missionary salespeople and technical specialists
A missionary salesperson for a drug company (i.e., adetailer) will visit doctors and try to convince them touse various drugs manufactured by her company. Theydo not sell anything and often leave many free samples
with the doctors. Technical specialists are necessary when very technical
products are sold (e.g., advanced computers)
Some support personnel are sent to retailers to helpthem with displays and provide advice about promoting
the product
Sales Support Personnel
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Personal Selling Process
Prospecting
Planning the sales call(preapproach)
Presenting
Handling Objections
Closing
Follow-up
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Planning the Sales Call
Know your company
Know your products
Know your competitorsproducts
Know your businessenvironment
Know your customers
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Publicity and Public Relation
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Definition
Public relations include all the activities
that a organization uses to maintain or
improve its relationship with other
organizations and individuals. Publicity is a public relations technique,
which involves non-paid communication
of information about an organization's
services.
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Roles of Public Relations and Publicity
a. Maintaining a positive public presence
b. Handling negative publicity
c. Enhancing the effectiveness of other promotional mix elements
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Publics Served by Fashion
Internal publics:
a. Employees and employees' families
b. Unions
c. Shareholders and ownersExternal publics:
a. Customers and potential customers
b. Other complementary fashion and
apparel organizationsc. Competitors
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Publics Served by Fashion
External publics:
d. Industry community
e. Local community
f. Government
g. The media
h. Financial community
i. Fashion and Apparel Schools
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Direct Marketing
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What is Direct Marketing?
Communications where data are used systematically to achieve quantifiablemarketing objectives, and where
direct contact is invited or madebetween a company and itscustomers-UK Direct Marketing
Association
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Direct Marketing V/s Other types of Marketing
Attempts to send its messagesdirectly to consumers, without theuse of intervening media.
"call-to-action." Track the Response
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Features of Direct Marketing
Marketers invite customers torespond to their marketing effortsthrough the telephone, e-mail etc.
Effectiveness can measured easily
Generally database of customers ismaintained.
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Forms of Direct Marketing
Catalog Marketing
Telemarketing
Kiosk Marketing
Home Shopping
Other Media
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Catalog Marketing
Companies send their catalogs tocustomers and expect them to respond byplacing orders by telephone or mail.
Amazon.com; Wall-Mart; SweatyBetty;Marks & Spencer;
Check List: Right Customer, Right Price;Right Product; Images (Colors)
Reduce their cost per customer andincrease their reach significantly
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Telemarketing
Communicating with customers throughtelephone
Cold-Call
NDNCR to curb UCC Needs highly trained marketing staff
Aimed at prospective customer
Objectives : Developing Customer Loyalty,Conducting market research, generatingleads etc.
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Kiosk Marketing
Involves use of kiosks or e-touchscreens
Can be set up at places convenientfor them; lesser space (Avg 4sq.feet)
24/7
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Home Shopping
Generally done through televisionprograms in which various productsare displayed and their uses are
demonstrated to viewers
Telebrands program : Informercials