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 creative activity undertaken to help distinguish companys products from competitors offerings Marketers must also have a deep understanding of how the marketing communication works and how promotion helps the organization achieve its objectives

What is promotion?
Any form of communication a business or organization uses to inform, persuade, or remind people about its products.

Fashion Communication Theory

Enocde: Mental and physical process necessary to construct a message in order to reach a desired goal (Convey meaningful information) Medium (channel): Using sensory stimuli Decode: Mental and physical process necessary to give meaning to the message

Obstacles to Effective Communication

Poor Encoding: Poor words, words or symbols that lack meaning or worse, different meaning within a certain cultural groups.

Obstacles to Effective Communication

Poor Decoding: Particular receiver perceived a message differently from others and from what the message source intended This error occurs due to personal or psychological factors such as not paying full attention to a full television advertisement, driving too quickly past a billboard, or allowing ones mind to wonder while talking to a salesperson.

Obstacles to Effective Communication

Medium Failure: sometimes communication channels break down and end up sending out weak or faltering signals. This error occurs when wrong medium is used to communicate the message

Obstacles to Effective Communication

Communication Noise: It occurs when an outside 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 media used by an organization to achieve its marketing communication goals.

Factors Influencing the Fashion Marketing Mix

Strategic Consideration: Distribution policies: Push or Pull Product and Price factors: Consumer factors:

Fashion Advertising
Non-personal communication paid for by an identified sponsor Dates back to ancient Egypt John Wanamaker, the Philadelphia merchant was the first retailer to use the news paper (in 1880) Today they regularly communicate from simplest to the most sophisticated formats

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 more expensive 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 Innovation New 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 overcommitted 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, relevant research and can evaluate it intelligently Production cost techniques

Guidelines for the message and creative 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 life situations/demo/comparative formats/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 personal selling, advertising, and public relations is called. Includes those sales activities that supplement both personal selling and advertising and coordinate them and make them effective, such as displays, shows, demonstrations and other non-recurrent selling 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 allowance and special offers Point-of-sale material 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 potential buyers.

Emphasis Should be on LongTerm Relationship Building

Forms of Personal Selling

Order taker Order getter Sales support personnel

Order Getter
Attempt to increase their firms sales by selling to new customers or by convincing current customers to buy more of a companys products. Because they develop new business and are therefore compensated quite well Their job is to convince the customer to purchase 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 Taker
They complete the sales transaction and mainly deal with the same or similar customers Example: In a fancy womens clothing store, the order getter convinces the customer to purchase some very expensive gowns. She will then take the customer with the merchandise to the order taker who will complete the 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 to persuade anyone to buy anything A smart retailer does not want to waste an order getters valuable time with such routine and mundane matters as completing the order.

Sales Support Personnel

Do not make any sales but help facilitate the selling function. There are two major types of support personnel: missionary salespeople and technical specialists A missionary salesperson for a drug company (i.e., a detailer) will visit doctors and try to convince them to use various drugs manufactured by her company. They do 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 help them with displays and provide advice about promoting the product

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 competitors products Know your business environment 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 owners External publics: a. Customers and potential customers b. Other complementary fashion and apparel organizations c. 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 quantifiable marketing objectives, and where direct contact is invited or made between a company and its customers-UK Direct Marketing Association

Direct Marketing V/s Other types of Marketing

Attempts to send its messages directly to consumers, without the use of intervening media. "call-to-action." Track the Response

Features of Direct Marketing

Marketers invite customers to respond to their marketing efforts through the telephone, e-mail etc. Effectiveness can measured easily Generally database of customers is maintained.

Forms of Direct Marketing

Catalog Marketing Telemarketing Kiosk Marketing Home Shopping Other Media

Catalog Marketing
Companies send their catalogs to customers and expect them to respond by placing 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 and increase their reach significantly

Telemarketing
Communicating with customers through telephone Cold-Call NDNCR to curb UCC Needs highly trained marketing staff Aimed at prospective customer Objectives : Developing Customer Loyalty, Conducting market research, generating leads etc.

Kiosk Marketing
Involves use of kiosks or e-touch screens Can be set up at places convenient for them; lesser space (Avg 4sq.feet) 24/7

Home Shopping
Generally done through television programs in which various products are displayed and their uses are demonstrated to viewers Telebrands program : Informercials