Supre In Other Promotional Events example essay topic

1. Introduction Supre' was first formed in 1984 by Hans Van der Meulen and his wife Helen. The company started outselling fashion, which was targeted to the older generation. However in 1998 the company changed direction and from discounted stores they moved to smaller boutique stores with high energy teams, cool and up to date fit outs and the latest disco music featuring smaller clothes aimed at the 12-25 year old market. Supre' thrives on new challenges of keeping their image strong through promotions and many other factors that contribute to the way they are seen through their own eyes, but more importantly, the customers. One of Supre's well known qualities in attracting customers is doing outrageous promotions that are ever changing.

This assists in presenting the image of energetic, fun and excitement that Supre' wants to project. Younger girls enjoy getting involved in promotions that are going on at any given time. The retail buying team of Supre' which includes Marcella Andrews and head buyer, Georgina Taskin spend many hours in the planning process of special promotional events. The following promotional event that will be focus on is called "Be a Modal for a Day". This promotional event will give girls under the age of 18 the experience, fun, glamour, excitement and catwalk energy of being a model for a day through Supre'. The day costs just $49.50 and this includes a professional make-up session, a model workshop and individual and group choreography resulting in a live fashion parade.

All applicants will be dressed in Supre' clothes and Kliens accessories for the fashion parade. Locations of the fashion parades will be set in shopping centres around Australia and entrants have the chance to be a star and have their 15 minutes of fame! Registration and payment can be done through filling out an application form at any Supre's tore or online at the Supre' website. Advertising will be done in Dolly magazine along with an application form that can be sent to Supre's head office. 2. Planning Process The planning process will be the central instrument for directing and coordinating the "Be A Modal For A Day" special event.

From previous promotional events within Supre' retail buyers, Georgina and Marcella have followed a flow-chart which provides a simple planning approach. The following is a planning process of "Be A Modal For A Day" using Supre's flow-chart outline. 2.1 Event Project Definition / Objectives: . Purpose of event: Youth fashion promotion, Supre' image development, Modeling industry development, Profitability.

2.2 Organisational Development / Work Breakdown / Task Analysis: . Committee formation, Policies and priorities, delegation of tasks schedule / timeline. 2.3 Market Research: . Segmentation - local and national Target Market - 12 to 18 year old females, fashion conscious teenagers. 2.4 Event Development: . Timing, Action plan, Obtain partner modeling agency, Support services, Obtain sponsorship (s), cooperating shopping centers.

2.5 Evaluation: . Evaluation of planning criteria / methods, Event timing and planning implications, Feedback to modeling agency, sponsors, shopping centres. 2.6 Management Review: . Hans van der Meulen and wife Helen review planning, decides on weather to implement or not.

3. Time Line To Ensure Success 3.1 Six months prior to event. Approach Garlick's Modal and Management Agency Pty Ltd about being a partner in the special promotion event, "Be A Modal For A Day.".. Approach sponsors from previous events and request funding. Sponsors will include, Dolly, Libra, Bonne Bell, Golden Circle, Kliens, Civic, Colorado and Definitive Multimedia Solutions...

Check the Supre's events calendar and Garlick's events calendar for open dates and times. Check calendar so that the event will be in school holidays as target market is 12 to 18 tear olds... Select major shopping centres where fashion parades will be held... Contact the Marketing Manager of selected shopping centres and put forward the idea of "Be A Modal For A Day" promotional event.

Inform marketing manager of proposed dates for fashion parades... Once there has been a response and acceptance from Garlick's Modal and Management Agency, the sponsors and marketing managers contracts can then be prepared... All paperwork should be completed and submitted to the appropriate person such as Georgina Taskin in Supre's situation or the Marketing Manger in a shopping centre situation... Submit the special promotion "Be A Modal For A Day" to the events calendar so there will be no double bookings or confusions. 3.2 Three months prior. Contact sponsor Definitive Multimedia Solutions who updates the Supre' web site.

Explain to them what is needed on the new "Be A Modal For A Day" website. Clarify that applicants need to be able to register online and pay through credit card facilities. Give Definitive Multimedia Solutions a one-month deadline... Produce a flier that includes details of the promotion and a registration form.

Approach a copy centre and give them a one moth dead line to produce all the. Produce a page of advertisement for Dolly magazine and give it to them requesting it goes into next month's copy and then for another two months... Produce information packages giving full details of the day and location. These will be sent out to applicants upon arrival of their payment and registration...

Supre' computer department will set up a new barcode in all Supre' registers to let applicants be able to pay their $49.95 in stores. 3.3 Two Months Prior. Advertisement hits the public. Web site is up and running, fliers are in stores across Australia and Dolly magazine has "Be A Modal For A Day" on its third page... Make sure Garlick's Modal and Management Agency are up to date with their time-line, which includes things like organizing staff (make-up artist and modelling teachers), disc jockeys for the parade, ect. 3.4 Two Weeks Prior to the event.

Make arrangements with Marketing Managers of the shopping centres to put up Supre' Fashion Parade Pasters and to announce the promotion over the loud speakers... Report any changes. Publicize, Publicize, Publicize 3.5 One Week Prior to the event. Look over all registration forms to get applicants details such as size, height, ect. Then organise their Supre' clothes that they will wear for the fashion parades... Choose accessories from sponsor, Kliens that will be borrowed for the fashion parades.

3.6 Day of the Event. Arrive early to delegate tasks... Take notes on improvements that could be made for the next event. 4. Preparation of Research Preparing research before the timeline is put into action is a necessity that must be meet. To be successful you need to research your potential buyers of the promotional event as well as communicate with them.

All partners, sponsors, and shopping centres also need to be researched before they are approached to make sure they are suitable for the "Be A Modal For A Day" event. 4.1 Potential Buyers A research survey could be set up on Supre's Internet site as well as in the stores. Each of the surveys will get customers to provide their names and their geographic regions and household nine-digit ZIP code. The reason for this is so that research can be done to see where the maximum potential buyers are so that a fashion parade can be in that local shopping center. Through these surveys Supre' will be able to develop a fairly high effective research study that allows precision targeting of Supre' buyers and potential buyers. This approach will study exactly what buyer's preferences are in not just fashion but prices, location of stores and their views on the modeling industry.

4.2 Garlick's Modal and Management Agency Pty Ltd Before making a deal with Garlick's obviously Supre' will need to research their background to see if they are a reputable, profitable and have high-quality image that coincides with Supre's. Supre' will need to research Garlick's target market as for the event to be a successful for both business they need to be targeting the same audience. Research could be done through interviews of Garlick's executives or employees as well as evaluating their online website. Supre' could possibly request statistics on age groups of modals as well as financial statements of the past 5 years. 4.3 Sponsors All sponsors in "Be A Modal For A Day" have previously sponsored Supre' in other promotional events.

Therefore under past research on how these sponsors benefited Supre' we can make decisions whether we want them to be a part of "Be A Modal for a Day". 4.4 Shopping Centres Obviously a Supre's tore will need to be open for business within the shopping centre where the fashion parades will be held. Research needs to be done to see financially what stores are preforming the best within Australia. This shows that there is a great deal of Supre' buyers already within this shopping centre therefore it could be a good venue for the parades. Research on the actual shopping centres will also need to be prepared to see how much they will charge, how it can be promoted across the centre and what position in the centre will be vacant for the parade. 5.

Promotions and Advertisement Retail buyers will usually use the normal promotional tools such as advertising, personal selling, sales promotion, direct and online marketing tools and public relations to reach consumers. Supre' will use some of these tools in their advertising and promotion however as we are not mass marketers and we only target 12 to 18 year olds, not all of these tools are needed. 5.1 In-Store Flier With Attached Registration Form The fliers for this promotion will reach every store in Australia. They will be double sided, bright fliers or pamphlets on glossy paper.

In addition to the use of the in store fliers as a buyer I will communicate the running of the promotion to everyone who might help sell the "Be A Modal For A Day" event. This mainly focuses on Supre's taff including mangers, full times and even just casuals. Obviously this could not be done in person so a fax would be sent out explaining all details of the new promotion. It would be addressed to the whole store and should be posted up in a readable place, however the manager will be responsible if all members of the Supre' team are not informed. The reason why fliers will go into all Supre's tores is so that the target market can be reached as quickly as possible. Supre's taff will also be able to give all their personal selling skills about the promotion which will be a compliment to the fliers.

5.2 Advertisement in Dolly Magazine The advertisement in Dolly will be print media with non-personal communication channels that carry messages without personal contact. It will have all the details of the modelling promotion and information on how to register and make your payment. The similarity between Dolly magazine and Supre' is that they are both targeting the same audience. This is one of the main reasons why Supre' chooses to advertise in their magazine because they know around 12 to 18 year old females will be reading this.

Another advantage through this public relation is that consumers will see the special "Be A Modal For A Day" event as 'news' rather then as a sales-directed communication. 5.3 "Be A Modal For A Day" Online Web Site This web site will be a link off Supre's main website and Garlick's Modal and Management Agency website. It will have all the details and registration form. Applicants will also be able to pay over the Internet though their parents credit card. Due to the emergence of technology the approach of online marketing has increased dramatically. For this promotion an online website was chosen for young girls or their parents who aren't able to make it into a store.

Although there is still a very large issue in privacy Supre' will use this web site as more of a direct follow up and an adjunct to their main advertising as stated in section 5.1 and 5.2. 6. Products To Be Promoted. When choosing what products to promote it is very important to look at what season we are approaching and what are the "looks or trends" for that time of year. At this time of the year, September, Supre's Spring Fashion Collection 2002 will be used. 6.1 Supre's pring Fashion Collection 2002.

The products of Supre's spring collection will be used in all the fashion parades. The collection will be divided into many themes so that the applicants are all matching and the parade will run smoothly. This will also give the applicants a chance to decide on what style or trend they would like to modal during the parade. By having a selection of different themes the girls will get the chance to feel comfortable, sexy and confident in there own choose.

These sections will include; Sporte', Bohemian Denim, Navaho Indian, Pretty in Pink, White Stars, and Dazzling Diva. Refer to Appendix One. The reason why these products where chosen is because they are the new trends for Spring and they will be promoted whilst the applicants are up on stage modelling them across all different shopping centres in Australia. 6.2 Garlicks Modelling and Management Agency Services. As a partner in this promotion Garlicks services will be promoted during the parades.

The audience will be introduced to what Garlicks actually provided as well as their locations in Australia. This service will also be promoted by having pamphlets available for females and males that are interested in the modelling industry. 6.3 Kliens Accessories All applicants' will be modelling and promoting Kliens accessories. Kliens is a sponsor of "Be A Modal For A Day" and have funded Supre' in putting this event on.

In return the fashion parades will support and promote Kliens accessories. 6.4 Bonne Bell Lip gloss All applicants will be wearing Bonne Bell Lip Gloss, as they too are sponsors on this promotional event and therefore there products need to by supported as well. 7. Negotiation with Suppliers Today, more than ever, those in the buying function and other key people charged with the responsibility of investing their company's money must be knowledgeable about the ways to maximize these investments.

Supre's management has placed increasing demands on its buying team to cost effectively purchase its goods and services for "Be A Modal For A Day" event. In fact, Supre' distinguishes the buying function as the area of greatest profit contribution. One clear-cut way of achieving these goals is to discover ways that will help you to improve your negotiation skills. The following is a checklist of negotiation skills that will need to be meet to gain success whilst organising the "Be A Modal For A Day" event. 7.1 Checklist 7.1. 1 Prepare: Supre' needs to take time before the negotiations to determine what are the goals and how important they are. e.g. Would Supre' be willing to give up certain goals in exchange for others?

Supre' needs to know exactly what they need to achieve in there negotiation, and be prepared to get it. 7.1. 2 Set Limits: The most obvious limit Supre' will set is in terms of how much they will spend. By assessing their financial situation and budgets they will be able to set a limit on how much they can truly afford to spend. Of course, they must be willing to re-assess their limits if they find that there consistently unable to obtain the deal from Garlick's or any other of the suppliers that they want. 7.1.

3 Justify the Offer: If an offer below the stated price is made the buyer in this case Supre's hould be prepared to justify it. When such justifications are presented Garlicks or the other suppliers might be convinced to consider the offer. 7.1. 4 Cooperative Advertising: Often, as a condition of purchasing the buyer attempts to get the supplier to agree to share in the merchant's advertising expenses. In this case Garlick's mainly but also the other suppliers will be getting publicity from this promotional event.

Therefore the other businesses are inclined to share the expenses for a number of reasons. Firstly, without the contract their business might not go further and secondly, it will provide expose to the Supre's target market that is generally unavailable to outside suppliers. 7.1. 5 Confirm your agreement: To ensure the understanding of Supre's final agreement matches the other party's understanding, confirm the agreement - first verbally, and then in writing. 7.1. 6. Move on if you can't close the deal: Despite all Supre's efforts to reach a mutually beneficial agreement, some deals are just not meant to be. If this is the case, and there's nothing you can do to bring negotiations to a successful close, then Supre' will simply walk away.

By breaking off negotiations, you show your clients that you " re serious, and they may very well make the final concessions necessary to close the deal. If not, then Supre' can also start their research again for other suppliers. 8. Conclusion Overall there are many contributions to be made and aspects that have to be looked at when planning a special promotional event such as "Be A Modal For A Day". It is generally the buyer such as at Supre' who makes the contract and brings whomever is necessary to the event to make it profitable, memorable and successful. Cooperation and communication between partners and sponsors also plays a big part in planning a successful promotional event.

Knowing what your partner's time-line and plans are a necessity for you to be able to do and follow your own. It takes a lot of work, time and energy to organise a promotional event. A retail buyer needs to be productive and creative in order to develop promotional concepts such as" Be A Modal For A Day". If this is done adequately not only does the buying function gain success but the business, as a whole will gain exciting benefits too. WORD COUNT: 2,994 9.

Bibliography

9.1 Primary Resources Andrews, M., Assistant Buyer Supre' Pty Ltd, 20th September 2002.
Taskin, G., Supre' Pty Head Buyer, conversation, 15th August 2002.
Van Der Meulen, N., Victorian State Manager, conversation, 14th August 2002.
Van der Meulen, H., Managing Director of Supre' Pty Ltd, conversation, 21st March 2002.
Kyoti. J., Victorian Area Manager of Supre' Pty Ltd, conversation, 20 March 2002.
Lopez. J., National Sales Manager of Supre' Pty Ltd, conversation, 20 March 2002.
9. 2 Secondary Resources. Diamond, J AND Pintel, G., 2001.
Retail Buying, 6th ed. New Jersey: Prentice Hall. Packard, S, Winters, A. A, Axelrod, N., 1976.
Fashion Buying and Merchandising, 1st ed. New York: Fairchild. Berman, B, Evans, J.R., 2001.
Retail Management: A Strategic Approach, 8th ed. 9.3 Online Resources Supre' Pty Ltd [online], Available: web Accessed: 20th September 2002.
Be A Modal For A Day [online], Available: web Accessed: 20th September Garlicks Model and Management Agency [online], Available: web Accessed: 20th September 10. Appendix One 10.1 Supre's pring Fashion Collection 2002 1.