Ppt Sales Promotion

7/31/2019 Ppt Sales Promotion

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FASHION

PROMOTION

Created by: Babita

M. Tech. (1st Year)


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Fashion Promotion:

Fashion is the prevailingstyle of any given time while

Promotion is an activity to

encourage the purchase of aproduct.

It includes planning,

advertising, public relations,

special events and visual

merchandising.


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Promotion:

The communication withcustomers about products

and services to create

demand and encouragepurchases.


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Promotion may be done

locally, regionally, nationally,

or internationally.

The goal of promotion is to

communicate with the largest

target audience possible.

Promotion helps to attract

new customers, increase salesto existing customers, and

stimulate brand name

recognition.


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Promotion should be designed

to

Create an awareness and understanding of

companies and/or products and to introduce

new products, inform consumers or

changing prices, and explain new services.

Convince consumers about the benefits or

using certain products.

Remind consumers where to purchase

certain products, to encourage purchases,and to stimulate additional purchases.


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Promotion is one of the

four major elements of

the marketing mix.

Product

Place

Price

Promotion


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Promotional mix:

The combination ofall types of

communication

used by a businessto inform,

persuade, or remind

consumers about a

company and/or its

products.


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Promotional Mix Elements

Advertising

Personal selling

Publicity

Public relations

Sales promotion


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Advertising

Any paid form of non-personalpresentation of ideas, goods, or

services made by an identified

sponsor through various media:

NewspapersMagazines

Outdoor Direct Mail Radio TV VideoWebsites


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Advantages: Low cost for large coverage Geographic selectivity

Products can be shown

Disadvantages:Wasted circulation-not targeted

Short life-papers thrown out

Limited or poor color

reproduction

Newspaper


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Advantages: Longer life span of message Excellent quality of color and detail

More targeted readershipDisadvantages: Limited demonstration value

Space is expensive

More professional preparation

needed

Magazines


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Advantages: Can select geographic location Repetitive viewing from audience

Minimal cost per viewingDisadvantages: Only a short, general message

Some wasted audience coverage

Considered offensive by some people

Outdoor


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Advantages: Universally used medium Short preparation and lead time

Fairly low costDisadvantages: No opportunity for visual impact

Message is fleeting, short life

Some wasted coverage

Radio


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Advantages: Very popular consumer medium Can reach large audiences

Has sight, sound, motion

Disadvantages: High cost of time and production

Message is fleeting

Longer lead time needed

Television


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Advantages: Attracts attention near merchandise Has entertainment carryover

Can be replayed many timesDisadvantages: Not effective advertising

Need special expertise to produce

Video


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Advantages: Interactive Current to reflect newest trends

Instant worldwide market accessDisadvantages: Audience limited to computer users

People can click off if not easy and

under stable

Websites


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Personal Selling

Personalized, two-way

communication with a

customer in the

process of exchanging

merchandise for

money or credit.


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Personal Selling

Major form of promotion

Very expensive because it

requires individuals to make

contact with potential customers

Designed to complete the saleonce a customer has been

attracted to a business by

advertising, visual

merchandising, publicity/publicrelations, or special events


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Publicity

Newsworthyinformation about a

company, product, or

person placed in themedia at no charge

with the purpose of

creating a desiredimage.


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Free

Carried bymass media. Mass media are those

instruments of communication designed to reach

the mass of the people.

Must be newsworthy to earn media space and

time

Must be timely, have local interest, and

appeal to mediums audienceSeems more credible to consumers than

advertising

Company has little control over content of

message or how it is presented to the public

Can have a good or bad result

Helps make styles, manufacturers, retailers,

trends, or designers better known to the public


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A written news story sent as

publicity to a newspaper or

magazine.

Used to create public

awareness of store openings, civicevents at store locations, or

announce employee promotions

Used to create a positive imageand awareness about a company,

designer, or product


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Promotional information

packages that contain press

releases and photographs.

Help create awareness of

products or designers latest

fashions and apparel items

Serve as free advertising for

the business if pictures arepublished by the media


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Activities designed to build

positive relations with the

customers, employees, andthe community.

Participation in communityprograms

Effective PR can help build a

positive image for a company, butcannot cover up bad news.


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Activities designed to increase sales.

Visual MerchandisingSpecial Events


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Visual merchandising

Entices customers to enter thestore

Enhances store image

Effectively presents the

merchandise that the store has tooffer

Shows customers how to wearand accessorize merchandise

Attractive and appealing physical

display of merchandise combinedwith effective store layout and

dcor.


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Video Merchandising

Uses videos in retail stores to shownew fashion trends, promotemerchandise, and build customer

traffic.

Set up near product they arepromoting.

Some are educational (to trainsemployees)


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Types of Retail Stores

Chain Stores: A group of stores owned,managed and controlled by a central office.Discount Stores: Sell clothing and other

merchandise in large, simple buildings withlow overhead.

Specialty Stores: Retail outlets thathandle a specific kind of merchandise or onecategory of goods, such as shoes, bridalattire, or childrens apparel.Franchise: Business arrangement in

which a firm grants a retailer the right touse a famous or established name and

trademarked merchandise in return for acertain amount of money.


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Special events

Promotional activitiesdesigned to increase

customer traffic, sell goods,

and improve company

image.

Fashion shows

Trunk shows

Special sales

Celebrity appearances


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Special events

Fashion showsTrunk shows

Special sales

Celebrity

appearances

Demonstrations

Charitable

celebrations

Fashion awards Sampling

Premiums

Personal

improvement

sessions

Teen boards


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Fashion Shows

Popular special eventsthat use live models to

present apparel and

accessories.

Formal Modeling

Informal Modeling


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Fashion Shows

Formal modeling can occur inballrooms, restaurants, theatres, malls,

or stores and often includes the use of a

runway. Formal shows often become

extravagant theatrical productions.

Informal modeling can occur in

restaurants, beauty salons, spas, andretail stores. It may be as simple as

having live models walk among

customers to show off selected outfits.


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Trunk Shows

Promotional events for which

designers or companyrepresentatives bring a designers

collection to a store for a short

period, possibly a day or two, for

customers to view.

Orders can be taken Attract media attention Advertisements in the newspapers

and direct mail invitations are usedto notify potential attendees of suchevents

Many times live models are used


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Special Sale

A promotional event during which a

store offers specific customerdiscounts and/or special

merchandise discounts to entice

customers to buy.

Usually occur as exclusive offersor during festive seasons.


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Celebrity Appearance

A personal appearance by a famous person

or group for the purpose of bringingattention to the store.

Usually the celebritys presence will

guarantee crowds.

Celebrities include talk show hosts,

entertainers, soap opera stars, or athletes.

The customers initial intention is to geta glimpse of the celebrity, but usually the

increased traffic translates into sales

throughout the store.


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Demonstrations

A promotional technique designed to

entice customers to purchase aproduct by showing how the product

may be used.

Very common in cosmetics

industry


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Ppt Sales Promotion

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