Marketing Promotional Mix Of John Players Marketing Essay

Introduction:-

ITC launched the “John Players” in December 2002 as a youth fashion segment. John Players is the fashion brand for the male Indian youth. Its tag line is “Play it Cool”. John Player offers range of casual wears, party wears, work wears, Denim, Jackets and suits. It has over 220 exclusive stores nationwide and over 1300 multi brand outlets.

Promotional Mix of John Player:-

Advertisement

It is a form of communication intended to persuade an audience to purchase or take some action upon products, ideas or services.

John Player focuses much on advertisement strategies. To create brand image in the market, John Player signed Hritik Roshan as the first brand ambassador of the company. Recently Ranbir Kapoor replaced Hritik and has signed an agreement for currently running a print/digital campaign.

The motive behind Ranbir replacing Hritik was that the Ranbir is on roll these days with plenty of hit movies. Now for the affective advertisement to attract customers, John Players have come up with a new strategy 3D Advertisement.

The bill boards are designed to give a 3D effect and are displayed at high traffic location to attract maximum attention.

Sales Promotion

Sales Promotion is used to increase consumer demand. Under sales promotion company offers rebates, organize contests to get attention of customer.

John Player has also come up with the festive offers. On purchase of John Players shirt customer gets a discount of 50% on second one.

John Players has also launched a contest “The Cool Shutterbug Contest” to attract its customers. Company also distributed the scratch coupons to its customers offering to win rewards, prizes and concessions. The motive behind this is to stimulate market demand and to increase consumer demand for limited time.

Events and Experience

Events are organized by the company’s to create positive impression amongst the people. John Players also came up with many events to generate interest and build excitement amongst the customer group. The motive of the company is to promote its product and making people aware about the companies product and profile range.

John Players has also sponsored India Fashion Week. As they are in similar business of apparel manufacturing, with the sponsor in India Fashion Week, John Players is retailing the new line. Another benefit is that company is associating events that have impact on its product.

Public Relation and Publicity

Publicity is the deliberate attempt to manage the public perception of a subject. It includes Art exhibitions, event sponsorship, conducting a poll or survey etc.

John Players has organized many events for maintaining its public relations. For publicity John Players sponsored India Fashion Week. John Players parent company is also attached with a NGO “CRY” for welfare thus also maintaining public relations.

Direct Marketing

It is marketing which uses virtual medium i.e. email, telephone, fax etc. for its selling and promotional activities. Direct marketing uses internet for communicating with its customers.

John Players also uses this strategy to interact with its customers through direct marketing. The John Players official website “www.johnplayers.com” allows customers to buy its product directly through internet. User can also take part in contest and get knowledge about various promotional activities, new product, upcoming schemes etc. It creates awareness in the customer and customer is attached with company through mails and other medium.

Personal Selling

It is a type of selling in which company interact with customer through its sales man. It also includes door to door selling. John Players is not indulging in this type of selling. Being a brand, company focuses on opening of its retail shop to reach within the customer limit.

Company should emphasize more on Direct Marketing. Since company is already doing such type of activities, as mentioned above John Players is already interacting with its customers through internet technology. The website www.johnplayers.com is already providing a good interface to public. Customer can view various promotional activities organized by the company and he can also buy products from the website. As India is entering in the technological environment, people are getting in to more technology oriented and want to get everything at ease so it’s an opportunity for the company to generate awareness about this strategy amongst the people to achieve its goal.

Suggestions

Company should focus on social networking sites for its sales promotion. As John Players targets the youth, it will get the huge attention for his advertisements on Facebook and other social networking sites. Company should organize contest, post articles etc to get attention of the youth.

Another suggestion would be as company is focusing on middle class segment also, it should increase the number of stores. This will gather attention of the customers thus new stores will be at reach for the customers and they can buy the products.