unit 2 - fashion promotion

7/27/2019 Unit 2 - Fashion Promotion

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Unit 2Fashion Promotion

Media PlanningCommunication through Diff Media

Fashion Advertising

Public RelationImage management Brand Building

Fashion Centers

Trade Show


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The Role of Marketing

Advertising &Promotion

Inform customers of

a product or service

Convince them of its

ability to satisfy their

wants or needs

Help develop and

sustain relationships

NonprofitOrganizations

Solicit donations

Offer intangiblesocial and

psychological

satisfactions

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The Marketing Mix

The Four Ps

Product

Price

Place

Promotion

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Building Brands in a Recession

Consumers

Spend less money

Carefully scrutinize purchases

Rethink brand loyalties

Willing to trade off or down

More price sensitive

More value conscious

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Building Brands in a Recession

Reduce advertising budgets

Balance discounts/promos w/brand image

Must overcome consumer distrust

Change product marketing focus

Increase online social presence

Look for new ways to remain relevant

Companies

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Promotion

The coordination of all seller initiatedefforts to set up channels ofinformation and persuasion in order tosell goods and services or promote anidea.


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While implicit communication occursthrough the various elements of themarketing mix, most of anorganizations communications with

the marketplace take place as part ofa carefully planned and controlledpromotional program.

The basic tools used to accomplish anorganizations communicationobjectives are often referred to as thepromotional mix


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The Promotional Mix

Advertising

Direct Marketing

Interactive/InternetMarketing

Sales Promotion

Publicity/PublicRelation

Personal Selling


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Advertising

Advertising is defined as any paid formof non-personal communication aboutan organization, product, service, oridea by an identified sponsor


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Advertising Classifications

Primary / Selective Demand

Business-to-Business

Organizations

National

Retail / Local

Professional

Trade

Consumers

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Direct Marketing

Direct marketing, in whichorganizations communicate directlywith target customers to generate aresponse and/or a transaction.


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Forms of Direct Marketing

Database

Management

Telemarketing

Direct Mail

Shopping

Channels

Catalogs

Internet

Sales

Direct Selling

Direct

Response Ads

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Interactive/Internet Marketing

Interactive media allow for a back-and-forth flow of information wherebyusers can participate in and modify theform and content of the informationthey receive in real time.


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Interactive Marketing

Interactive media

Internet

Kiosks Interactive television

Cell phones

Other mobile devices

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Sales Promotion

Sales promotion, which is generallydefined as those marketing activitiesthat provide extra value or incentivesto the sales force, the distributors, orthe ultimate consumer and canstimulate immediate sales.


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Sales Promotion

Marketing activities that provide

extra value or incentives to the

Sales

Force

Retailers

Ultimate

Consumer

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Publicity/Public Relations

Publicity refers to non-personalcommunications regarding anorganization, product, service, or ideanot directly paid for or run underidentified sponsorship.

It usually comes in the form of a newsstory, editorial, or announcementabout an organization and/or itsproducts and services.


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Publicity

High credibility and

low cost

Not always undercompany control

Is sometimesunfavorable

A news story,

editorial, or

announcement to

a mass audience

Not directly paid for

or run under

identified sponsor

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Public Relation

Public relations is defined as themanagement function which evaluatespublic attitudes, identifies the policiesand procedures of an individual ororganization with the public interest,and executes a program of action toearn public understanding and

acceptance.


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Public Relations

Management function Evaluates public attitudes

Identifies items of public interest

Executes a program of action to earnpublic understanding and acceptance

Primary objectives

Establish and maintain a positive imageof the company among various publics

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Personal Selling

Personal selling, a form of person-to-person communication in which a sellerattempts to assist and/or persuadeprospective buyers to purchase the

companys product or service or to act onan idea.

Unlike advertising, personal sellinginvolves direct contact between buyer

and seller, either face-to-face or throughsome form of telecommunications suchas telephone sales.


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Personal Selling

Person-to-person communication

A seller attempts to assist and/orpersuade prospective buyers to make apurchase or act on an idea

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Promotional management

Promotional management involvescoordinatingthe promotional-mixelements to develop a controlled,integrated program of effectivemarketing communications.

The marketer must consider whichpromotional tools to use and how tocombine them to achieve its marketingand promotional objectives.


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Companies also face the task ofdistributing the total promotionalbudget across the promotional-mixelements.

What percentage of the budget shouldthey allocate to advertising, salespromotion, the Internet, directmarketing, and personal selling?


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Companies consider many factors indeveloping their IMC programs,including the

type of product,

the target market,

the buyers decision process,

the stage of the product life cycle,

the channels of distribution.


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Companies selling consumer products andservices generally rely on advertising throughmass media to communicate with ultimateconsumers.

Business-to-business marketers, who

generally sell expensive, risky, and oftencomplex products and services, more oftenuse personal selling.

Business-to-business marketers do useadvertising to perform important functions

such as building awareness of the companyand its products, generating leads for thesales force, and reassuring customers aboutthe purchase they have made


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Conversely, personal selling also playsan important role in consumer-productmarketing.

Advertising and personal-sellingefforts vary depending on the type ofmarket being sought, and even firmsin the same industry may differ in theallocation of their promotional efforts.


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The marketing communicationsprogram of an organization isgenerally developed with a specificpurpose in mind and is the endproduct of a detailed marketing andpromotional planning process.


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Planning Process

planning plays a fundamental role inthe development and implementationof an effective promotional program.

The individuals involved in promotiondesign a promotional plan thatprovides the framework fordeveloping, implementing, andcontrolling the organizationsintegrated marketing communicationsprograms and activities.


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Promotional planners must decide onthe role and function of the specificelements of the promotional mix,develop strategies for each element,and implement the plan.

Promotion is but one part of, and mustbe integrated into, the overallmarketing plan and program.


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The first step in the IMC planningprocess is to review the marketingplan and objectives.

Before developing a promotional plan,marketers must understand where thecompany (or the brand) has been, itscurrent position in the market, where

it intends to go, and how it plans toget there.

M k i Pl


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Marketing Plan

Most of this information should becontained in the marketing plan, awritten document that describes theoverall marketing strategy andprograms developed for anorganization, a particular product line,or a brand.

Marketing plans can take severalforms but generally include five basicelements:

El t f M k ti Pl


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Elements of a Marketing Plan

Detailed situation analysis

Marketing strategy and program

Specific marketing objectives

Program for implementing the strategy

Process for monitoring & evaluating performance

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A detailed situation analysis that consistsof an internal marketing audit and reviewand an external analysis of the marketcompetition and environmental factors.


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Specific marketing objectives that providedirection, a time frame for marketingactivities, and a mechanism formeasuring performance.


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A marketing strategy and program thatinclude selection of target market(s) anddecisions and plans for the four elementsof the marketing mix.


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A program for implementing themarketing strategy, including determiningspecific tasks to be performed andresponsibilities.


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A process for monitoring and evaluatingperformance and providing feedback sothat proper control can be maintained andany necessary changes can be made in

the overall marketing strategy or tactics.

P omotional P og am Sit ational Anal sis


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Promotional Program Situational Analysis

Internal

Firms promotionalorganization/capabilities

Review of previousprograms and results

Assess firm/brandimage

Assess strengths andweaknesses of productor service

External

Customer analysis

Competitive analysis

Environmental analysis

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Promotional Program Situation Analysis


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Promotional Program Situation Analysis

After the overall marketing plan isreviewed, the next step in developinga promotional plan is to conduct thesituation analysis. In the IMCprogram, the situation analysisfocuses on the factors that influence orare relevant to the development of a

promotional strategy.


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Internal Analysis


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Internal Analysis

The internal analysis assessesrelevant areas involving theproduct/service offering and the firmitself. The capabilities of the firm andits ability to develop and implement asuccessful promotional program, theorganization of the promotional

department, and the successes andfailures of past programs should bereviewed.

External Analysis


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External Analysis

The external analysis focuses onfactors such as characteristics ofthe firms customers, marketsegments, positioning strategies, andcompetitors.


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An important part of the externalanalysis is a detailed consideration ofcustomers characteristics and buyingpatterns, their decision processes, andfactors influencing their purchasedecisions. Attention must also begiven to consumers perceptions and

attitudes, lifestyles, and criteria formaking purchase decisions.


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Media Planning
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unit 2 - fashion promotion

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