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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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