Ppt Sales Promotion
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Transcript of 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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