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6.05-Fashion P romotion Plan

6.05-Fashion P romotion Plan. Define promotion plan:. A written document that details a company’s promotional efforts for a certain period of time. Review the content guidelines for the promotion plan. Description of the store and its customers Type of business Store location

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6.05-Fashion P romotion Plan

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  1. 6.05-Fashion Promotion Plan

  2. Define promotion plan: • A written document that details a company’s promotional efforts for a certain period of time.

  3. Review the content guidelines for the promotion plan. • Description of the store and its customers • Type of business • Store location • Hours of operation • Types and price range of merchandise sold • Customer demographics

  4. Goals and objectives of the promotional campaign • Examples • To sell specific merchandise • To increase sales in general • To increase market share • Goals should be specific and measurable. Example: to increase sales of women’s hats by 5%

  5. Major message or theme • Back-to-school • Mother’s Day • Independence Day • Prom • “Support our troops” • “Just say no”

  6. The promotional mix decision • Use of an annual or quarterly Calendar of Events • Provides an overall plan of action • Guides development of the promotional budget • Helps relate promotions to special events, holidays, etc. • Specific activities to be included • Advertising • Personal selling • Publicity • Public relations • Sales promotion • Visual merchandising • Special events Media mix selection • The “right” medium reaches the largest portion of the company’s target market. • Types of media chosen should support and strengthen each other in the overall promotion campaign. • Newspaper is the primary medium for local advertisers. • Radio is universally used.

  7. Assignment of responsibilities for overseeing the activities • Specifies the people and/or departments responsible for each aspect. • Division of responsibilities is affected by the type, size, and location of the store.

  8. Promotion budget • Usually based on anticipated annual sales • Manufacturers generally budget five to eight percent. Example: $1,000,000 anticipated annual sales times 6% (.06) would provide a $60,000 annual promotion budget. • Retailers generally budget one to four percent. Example: $500,000 anticipated annual sales times 4% (.04) would provide $20,000 for promotion for the year. • Sometimes based on the previous year’s sales • Plan should state total budget allowed and itemize the planned expenditures

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