Nichii (formerly known as Nichii Fashion City Sdn Bhd), established in 1985, Nichii traces its humble beginnings back to three boutiques located within Kuala Lumpur, the capital city of Malaysia. Since then, Nichii has grown to become one of the major trendsetters and leads in exemplify Malaysian fast and purse friendly fashion with its labels now sold at a over 30 outlets in Malaysia, Singapore and Saudi Arabia. The re-band of the label set foot in Singapore with the opening of an outlet in the iconic mall, Vivocity. By the end of 2009, Nichii’s merchandise are available at 21 locations – 18 outlets in Malaysia and 3 outlets in Singapore – with a total combined retail floor space of 190,000sq ft. Building on its strength in manufacturing, designing, planning and sourcing, August 2010 marked a huge milestone for Nichii as the fast-fashion label set foot in Middle East region with the opening of a franchise outlet in Riyadh, the capital city of Saudi Arabia. With the establishment of the first Nichii outlet in the Middle East, the label continues to be driven in it aims to expand Nichii’s fashion presence in Singapore, South East Asia and China via its franchising programme. Nichii is known by and far as a label that provides up to the minute and extensive range of apparel and accessories for woman and men.
As a marketing manager for Nichii, you understand that it is not enough for a business to have good products sold at attractive prices. To generate sales and profits, the benefits of products has to be communication to customers. It is the 4th‘P’ of the 4Ps of marketing physical products. A business’ total marketing communications programme is called the ‘promotion mix’ and consists of a blend of advertising, personal selling, sales promotion and public relations tools.
Question 1 : Define in detail the four main elements of the promotion mix. Answer : The four main elements of the promotion mix are Advertising, Personal Selling, Sales Promotion and Public Relations. A. Advertising can be alternative defined as follows : * Any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television, radio, cinema, billboard and others by an identified sponsor. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) and the medium (how you get your message across). * Advertising mostly is used by : Business firm, Professionals, Social Agencies and nonprofit organizations. D. Sales Promotion can be alternative defined as follows : * Sales Promotion is an activity designed to boost the sales or service. Providing short-term incentives such as offering free gifts, set up a competition with prizes, price reduction etc to customers or to the distribution channel to encourage purchase the demand product, sales of the product or service.
A. Personal Selling can be alternative defined as follows : * Oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale". * The main roles of the sales force include :
* Prospecting - trying to find some new customers. * Communicating - with customers discussing about the product range. * Selling - contact with the customer, answering questions and trying to close the sale. * Servicing - providing service to the customer.
* Information gathering - obtaining information to feedback into the planning process. * Allocating - in times of product shortage, the sales force may have the power to decide how available stocks are allocated. D. Public Relations can be alternative...