Ben Sherman products may be bought and to the channels of distribution used to deliver the products to places. Place Is not always a physical building such as a retail outlet or shop, but includes any means by which the product is made available to the customer. Ben Sherman limits where its products are sold and keeps a tight rein on how they are sold and its distribution channels. This creates a unique Ben Sherman experience wherever customers buy its products. Ben Sherman reluctance its website in February 2007 to provide a more interactive experience for customers to encourage customers to spend more time on the site and shop.
This helps to build the brand philosophy and values. The company sees its online services as particularly important In reaching customers now and In the future. Promotion The purpose of promotion Is to obtain and retain customers. Ben Sherman uses two ways to promote Its products. These are ‘above-the-line’ and telex-the-Ellen’ promotion to help Inform customers about Its products. ‘Above-the-line’ Is using independent media to reach a wide audience easily, but over which the company ay have limited control, for instance, magazine advertising.
This reaches a mass audience but can be hard to measure its impact. ‘Below-the-line’ uses media over which the business has control, for example, direct mailing. This type of promotion can be more cost effective and give more measurable response rates. Through its information, it increases the customers’ desire to buy its products. Ben Sherman has a high profile at fashion events and music events. Ben Sherman gives clothes to famous people so that they create publicity when they wear them. This can be seen s an endorsement for the product.
Amy Whininess and Rick from the Kaiser Chiefs have been used to promote Ben Sherman products by wearing them at high profile events and featuring In the printed press. Four As of marketing By Angier Ben Sherman is both product-oriented and market-oriented, the company produces a wide product range that appeals to all its target market segments. Products that have range includes casual clothes, formal wear, denim, footwear and lifestyle accessories, such as underwear, watches, bags, belts and fragrances. A strong brand image ties cuisines can use for its products including cost based pricing and market orientated and style.
The brands are identifiable by their quality and style. Place deliver the products to places. Place is not always a physical building such as a retail particularly important in reaching customers now and in the future. Promotion The purpose of promotion is to obtain and retain customers. Ben Sherman uses two ways to promote its products. These are ‘above-the-line’ and ‘below-the-line’ promotion to help inform customers about its products. ‘Above-the-line’ is using events and featuring in the printed press.
