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Fashion and Promotion November 17th, 2008 By: Elizabeth Luongo and Ashley Ramirez

Fashion and Promotion November 17th, 2008 By: Elizabeth Luongo and Ashley Ramirez Market Situation WSJ articles 1. Market Problem

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Fashion and Promotion November 17th, 2008 By: Elizabeth Luongo and Ashley Ramirez

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  1. Fashion and Promotion • November 17th, 2008 • By: Elizabeth Luongo and Ashley Ramirez • Market Situation • WSJ articles 1. Market Problem • B. Companies in focus 1. Target, Victoria’s Secret, Topshop, Lepore, and retail stores ( Saks, Macy’s, J.C. Penney Co.) • Promotional tools from Exhibit 9.3 • A. Advertising - gets the message or product across to a large audience 1. Internet, magazine, product & company brochures, billboards 2. Focusing on Customers emotional appeal & rational appeal 3. Specific Mediums and in-store networks • B. Sales Promotion - promotes product trial 1. Target - coupons, prizes or other incentives 2. Victoria’s Secret - Samples 3. Topshop - example of giveaways • C. Direct Marketing - can target a more specific audience 1. E-mail, printed & online catalogs 2. Focusing on emotional appeal 3. Specific language

  2. Fashion and Promotion November 17th, 2008 By: Elizabeth Luongo and Ashley Ramirez Objective Increase sales, successfully implement new products, and create useful WOM (word-of-mouth) communication and WOM (word-of-mouse) online Exhibit 9.4 The Media Mix Market ScaleTarget Audience CharacteristicsMedia choicesMessage Content Local Demographics Internet Regional Geographic Magazine National Psychographics Direct mail Global Behavioral Billboards In-store networks

  3. Fashion & promotion By: Elizabeth Luongo & Ashley Ramirez

  4. The Market Situation Companies in Focus: • Target • Victoria’s Secret • Topshop • Lepore • Retail stores (Saks, Macy’s, J.C. Penney Co)

  5. Promotional Tools [9.3] • Advertising- gets the message or product across to a large audience [example: internet, magazine, product & company brochures, & billboards] • Focusing on customers emotional appeal & rational appeal • Specific Mediums & in-store networks

  6. Sales Promotion- promotes product trial & stimulates immediate purchase, or gives rewards for repeat purchases • Target- coupons, prizes, & other incentives • Victoria’s Secret- samples of the fragrance collections & body scents • Topshop- giveaways to first # of customers

  7. Some retailers are even beginning to produce the “inconvenient bag” which is an eco-friendly bag to promote retail stores & save plastic -fashionable? -bar codes of how many times the bag is being used -good promotion? -maybe a discount everytime you bring the bag back to the retailer?

  8. Direct Marketing- can target a more specific audience, encourage direct response [example: email, printed & online catalogs] -Focusing on emotional appeal -Specific Language

  9. Objective Local Regional National Global Demographics Geographic Psychographics Behavioral Media Habits Internet Magazine Direct Mail Billboards In-Store networks Increase sales, successfully implement new products, & create useful WOM [word of mouth] communication & WOM [word of mouse] online Exhibit 9.4 The Media Mix Market Scale -> Target Audience Characteristics -> Media Choices -> Message Content

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