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Fashion and Promotion November 17th, 2008 By: Elizabeth Luongo and Ashley Ramirez Market Situation A. 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
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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 DemographicsInternet RegionalGeographicMagazine NationalPsychographicsDirect mail GlobalBehavioralBillboards In-store networks
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By: Elizabeth Luongo By: Elizabeth Luongo& Ashley Ramirez
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Companies in Focus: Target Victoria’s Secret Topshop Lepore Retail stores (Saks, Macy’s, J.C. Penney Co)
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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
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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
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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?
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Direct Marketing- can target a more specific audience, encourage direct response [example: email, printed & online catalogs] -Focusing on emotional appeal -Specific Language
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Increase sales, successfully implement new products, & create useful WOM [word of mouth] communication & WOM [word of mouse] online Exhibit 9.4The Media Mix Market Scale -> Target Audience Characteristics -> Media Choices -> Message Content Local Regional National Global Demographics Geographic Psychographics Behavioral Media Habits Internet Magazine Direct Mail Billboards In-Store networks
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