Advertisement and promotions (1)

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Advertisement and promotions
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Introduction

• The presentation is developed with the purpose to
  give a brief explanation of below line techniques
  in marketing and the necessity to adapt these
  approaches by HM. a plan has been developed on
  the integrated promotional strategies.

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Explain and identify primary below-the-line
techniques

• Below the line promotional techniques are
  used as the forms of non-media communication.
  These techniques have gained more popularity in
  recent years
• There are different below line techniques
• Marketing through direct mail
• Campaign through door to door
• Price promotion
• exterior location marketing (Mayer, 2011)

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Evaluate other techniques used in below-the- line
promotion

• There are other promotional techniques in the
  below line approaches
• Trade in policy
• Below line approaches
• Premium
• Loyalty programs
• Coupons
• Selling individually
• Mobile marketing (Mayer, 2011)

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Mobile marketing/ M Marketing

• With the advancements in the technologies mobile
  marketing has been gaining popularity. The usages
  of the smart phones are also increasing with fast
  pace.
• HM should analyse different current features of
  the mobile. Through SMS, launching own apps,
  providing notifications over the internet would
  be efficient to adapt M Marketing (Mayer, 2011)

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Promotional plan

• Situational analysis through SWOT
• Strengths largest international fashion
  retailers, stores all round the world, string
  brand image, huge variety of customers
• Weakness low quality, lack of control, over
  production, after trends
• Opportunities collaboration with other luxury
  designers, online shopping, organic cloths,
• Threats string competitors, changing styles,
  rising labour costs (Mayer, 2011)

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Objectives

1. To increase brand awareness of HM among the
   shoppers
2. To have better position in the market than the
   competitors like ZARA
3. To attract potential customers towards the
   variety styles

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Review of the target audiences

• The target audience of HM is the middle and
  upper class economic customers who are willing to
  pay proper prices over the products of HM. Both
  men and women are targeted by HM.

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Integration of promotional techniques into a
promotional strategy for HM

• Promotional techniques for HM
• Seminars and conferences to discuss the future
  aspects and current trends within the market with
  the board members and internal audiences
• Sales promotions incentives can be provided to
  the potential loyal customers or customers having
  membership cards (Jing, and Zhang, 2011)

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• Advertisements to attract wide range of
  customers placing creative designs of the
  products and accessories. (Jing, and Zhang, 2011)
• Social media apart from official websites
  different social media can be approached for
  promotions of new products.

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SMART objectives the promotional planning

• Specific specific goals and objectives are
  necessary for the achievements of goals. The
  objectives of HM to increase the brand
  awareness.
• Measurable the objectives of HM are measurable
  as they can be measured based on targets
• Realistic the objectives are real as the brand
  awareness and the increasing the product sales
  are realistic in nature.
• Timely HM can set 1 year time scale to achieve
  the objectives. (Jing, and Zhang, 2011)

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Include a budget to be used for the campaign
Activity cost
Research on the market 30,000
door to door research 30,000
Developing catalogues of products 35,000
Websites advertisements 225,000
Promotions through advertisements in T.V, paper 40,000
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Appropriate technique that will indicate and
measure the effectiveness of the campaign

• Measuring the sales number by comparing the sales
  record of previous years. (Jing, and Zhang, 2011)
• Through surveys information are gathered over the
  details of the number of people who purchased the
  products and the people who are included within
  the membership
• Feedbacks of the customers are necessary to
  analyse the effectiveness of the approaches.

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Conclusion

• Through the below line promotions the
  organisations are having proper advertisements
  with cost effective and time effective way.
  Through these advertisements are approached for
  short term perspectives the benefits can be
  gained on long termed measures.

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Reference

• Jing, B. and Zhang, Z.J., 2011. Product line
  competition and price promotions. Quantitative
  Marketing and Economics, 9(3), pp.275-299.
• Mayer, V., 2011. Below the line Producers and
  production studies in the new television economy.
  Duke University Press.

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