Fashion Promotion Mix 2009

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Fashion Promotion Mix



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



What is promotion?

Any form of communication abusiness or

organization usesto inform,persuade, orremind people

about its products.



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



Obstacles to EffectiveCommunication

Poor Encoding: Poor words, words orsymbols that lack meaning or worse,different meaning within a certaincultural groups.




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.




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




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?



Promotion Objectives

Build Awareness

Create Interest

Provide Information Stimulate Demand

Reinforce the Brand



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.



Factors Influencing the FashionMarketing Mix

Strategic Consideration:

Distribution policies: Push or Pull

Product and Price factors: Consumer factors:



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…



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



Role of Advertising

Communication with consumers

Persuasion

Contribution to economic growth Catalyst for change



Benefits of Advertising

Information

Brand image building

InnovationNew product launch

Growth of media

Long-term & indirect benefits



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



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



Advertising Media

Print

T.V.

Radio Internet

Outdoor

Etc.



How to Select a media

OTS (Opportunity to see)

Reach

Frequency CPT (Cost per thousand) : (cost /

audience)*1000

Type of media and its audience



4Ms of Advertising

Market

Message

Media Measure



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



Objectives of Sales Promotion

Encourage to try a new product

Attract new customers

Brand loyalty Counter a competitors’ promotional

activities



Sales Promotion Techniques

A. Directed at channel members

B. Directed at customers



SP-Directed at channel members

Conference

Trade fairs

Exhibitions

Fashion shows

Trade allowanceand special offers

Point-of-salematerial

Sales competitions



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



Personal Selling



Personal Selling Defined

Direct face-to-face communication

between sellers and potentialbuyers.



Emphasis Should be on Long-Term Relationship Building



Forms of Personal Selling

Order taker

Order getter

Sales support personnel

O d G tt



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



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



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



Personal Selling Process

Prospecting

Planning the sales call(preapproach)

Presenting

Handling Objections

Closing

Follow-up



Planning the Sales Call

Know your company

Know your products

Know your competitorsproducts

Know your businessenvironment

Know your customers



Publicity and Public Relation



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.



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



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



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



Direct Marketing



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



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

http://en.wikipedia.org/wiki/Consumer

http://en.wikipedia.org/wiki/Mass_media

http://en.wikipedia.org/wiki/Mass_media

http://en.wikipedia.org/wiki/Consumer



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.



Forms of Direct Marketing

Catalog Marketing

Telemarketing

Kiosk Marketing

Home Shopping

Other Media



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



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.



Kiosk Marketing

Involves use of kiosks or e-touchscreens

Can be set up at places convenientfor them; lesser space (Avg 4sq.feet)

24/7



Home Shopping

Generally done through televisionprograms in which various productsare displayed and their uses are

demonstrated to viewers

Telebrands program : Informercials

Fashion Promotion Mix 2009

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