Distributing and promoting products:

Example of the Dashiki

By Jean Bassong

What is Dashiki ?

The dashiki is a colorful garment for both men and women widely worn in West Africa that covers the top half of the body. It has formal and informal versions and varies from simple draped clothing to fully

tailored suits. A common form is a loose-fitting pullover garment, with an ornate V-shaped collar, and tailored and embroidered neck

and sleeve lines.The dashiki found a market in America during the political struggles in the 1960s. The dashiki was featured in the movies Uptight (1968),

Putney Swope (1969), and the weekly television series Soul Train (1971). Jim Brown, Wilt Chamberlain, Sammy Davis Jr., and Bill

Russell were among the well-known African-American athletes and entertainers who wore the dashiki on talk shows. Hippies also

adopted dashikis into their wardrobe as a means to express counterculture values.[4] Former District of Columbia mayor and council member Marion Barry was known for wearing a dashiki

leading up to elections.

Distribution • Distribution means to spread the product throughout the marketplace

such that a large number of people can buy it. • Distribution mix is the combination of distribution channels by which

firms get products to end users.• Distribution channel is the path a product follows from producer to

end user• Physical distribution refers to the activities needed to move products

from an intermediary or a manufacturer to customers and include warehousing and transportations operations

Channel of distribution

Where can I found a Dashiki ?Dashiki are available in store and online.

In store, you can find Dashiki at macy’s, ocacia, Yara African Fabric , Warelo etc.

On line, you can buy Dashiki on amazon, eBay, wanelo.com etc.

Promotion • Promotion refers to techniques for communicating information about products• Positioning process of establishing an identifiable image of the product in the

minds of consumers • Pull strategy is a promotional strategy designed to appeal directly a consumer

who will demand the product to the retailer• Push strategy is a promotion strategy design to encourage wholesalers to market

the product to the consumer• Promotional mix is a combination of tools used to promote a product• Advertising is a promotional tool consisting of paid, non-personal communication

used by an identified sponsor to inform an audience about a product.

Media analysis

Promotional tools

Celebrities in Dashiki

Chris Brown Beyoncé

Zendaya Rihanna

Former president and first Lady Bill and Hilary Clinton

Dashiki advertisement

Questionsa)Where can you find a Dashiki ?

b) Is there any sales promotion on the Dashiki?

Answers

a) Dashiki are available in store and online.

In store, you can find Dashiki at macy’s, ocacia, Yara African

Fabric , WareloOn line, you can buy Dashiki on amazon, ebay, wanelo.com etc b) yes, there is sales promotion

on Dashiki

Work cited

• Business essentials, 10th edition

• www.Wikipedia.com• www.stuccu.com• www.wanelo,com