Merchandising

Under Merchandising (English merchandise, of Engl merchant -. Seller) or sales promotion, and promotion, is understood within the communication policy of the marketing of consumer goods production, distribution and advertising of branded items that carry the same logo or the same message as a well-known brand product, without, however, the same benefits to offer. In particular, a positive brand image ideational is scheduled to be transferred to a variety of consumer goods in this way.

Demarcation

Compared to the actual sales promotion ( same name in German translation ), the merchandising borders from the fact that here own added value is generated, while the promotion is concerned with the support of the sell-off of products and services. Often, in this context, the term is used Rackjobbing.

In Eastern Europe, particularly in Russia, the term is used differently. Under Merchandising is understood there direct sales promotion at the POS ( point of sale), that is, design or layout of the retail space (shelves ), promotion of products, maintenance of product presentation and training of sales personnel.

Also in the sporting goods industry in Central Europe is understood and implemented this concept.

Visual Merchandising - This term has become established in English usage and is a recognized technical term in retail. Simply interpreted is Visual Merchandising nothing more than " marketing of the trade". It is a compound word from visual impressions and the classic merchandising. Let us share just the term into its component parts:

• The visual speaks to the eye - the impressions which are perceived by the eye.

Visual merchandising is therefore the visual representation of the range of goods on sale.

Examples

• Famous cartoon characters with great merchandising offer: Mickey Mouse, Spider -Man, Batman, Garfield
• Popular movies with large merchandising offer: Star Wars, Jurassic Park, Star Trek, Harry Potter, Transformers
• Famous musicians, especially rock and pop music, with great merchandising offer: Michael Jackson, The Rolling Stones, Bob Marley
• Well-known athletes or sports teams ( sports brands ) with large merchandising offer: David Beckham, FC Bayern Munich, Borussia Dortmund
• Known video games with great merchandising offer: Pokémon, Final Fantasy, Need for Speed

Often, the main product is a movie or entertainers, whose character is then recycled is. The reverse case exists, for example by an animated series is developed to already existing market toys better (for " He- Man and the Masters of the Universe " or "Transformers ").

The range of merchandising products ranges from video, image and sound recordings about books, scrapbooks and computer games to collectibles such as figurines, kits, models, Klebebildchen, trading cards, etc., and use items such as plates, cups, key chains, clothing ( in particular T - shirts, jerseys, sweatshirts, college jackets, rain jackets, suits ), etc.

Merchandising is used by musicians in a small scale often: Many new bands generate by merchandising their first income. Mainly here for textiles such as T -shirts application.

Some movies or artists have with their merchandising proceeds more sales and / or income generated than with their box office. Partial movies or sporting clubs before the movie premiere or a championship have brought in or exceeded their costs already covered by revenue from merchandising contracts. This is especially often the case when the product is ( the artists, athletes, the fictional character, the protagonist of a film or other object) that is the subject of merchandising activities, including an object of a strong fan culture, so when the product has the character of a celebrity or a cult object. Merchandising products in advance then the status of Fandevotionalien. Parody the Merchandise is partly addressed in the film itself, as in Spaceballs. Star Wars is considered the first film, were made with the large merchandising revenues, which even exceeded income by the film itself. Prior merchandising was in the film industry just as a little extra income.

From the production of signs or other cartoon series merchandising has now become indispensable to ensure a partial refinancing of its production costs before their appearance. The adapted to licensees and their products motives are either supplied directly by the license agent or customized tailored by specialized studios.