Deconstructing Retail Advertising and Promotion: "Tvoe"

Assessment 1: Deconstructing Retail Advertising and Promotion

Company: “TVOE”

Assessment 1: Deconstructing Retail Advertising and Promotion

Company: “TVOE”

Table of Contents

INTRODUCTION 2

TVOE 3

TARGET MARKET 3

ADEVRTISING AND PROMOTION METHODS 4

Advertising 4

I. Social Networking 4

II. Limited edition collections 5

III. Competition 6

Promotion 7

I. Sponsorship 7

II. Employment of art/design students 7

CONCLUSION and RECOMMENDATIONS 8

REFERENCE LIST 9

APPENDIX 10

INTRODUCTION

INTRODUCTION

Today new technologies offer different method of advertisings and promotions (through the Internet, mobile devices) leaving others (catalogues, TV etc.) behind. Online advertising became a popular tool to attract new customers while minimizing advertising cost. Moreover, young people are usually the ones who follow all new technological trends, who have the latest gadgets and any company, having young people as a target market, must keep up with them. To achieve this company must by be dynamic, think ahead of the time, follow latest trends creating new ways to interact with its young customers. TVOE is a good example of a company which was able to do that.

However, online advertising was the only way for TVOE to keep low prices while selling high quality clothes. As a result, they approached it and came up with ideas how advertise themselves with no cost involved.

The following report described advertising methods and promotional ones used by TVOE. It also talks about their impact on TVOE’s image, what objectives of those methods were and whether they were achieved or not.

TVOE

TVOE

TVOE (“ТВОЕ” meaning “Yours” in English) is one of the biggest Russian retailer chains selling clothes and accessories for young people. The first store was opened eight years ago and since then hundreds new stores have been opened across Russia. All TVOE stores are located within shopping malls in the city centres....