Nichii

Introduction 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.

Content
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