The “Garment marketing” is known to the persons who
specially involved in garments sector. As a noun market means an open place or
a building where people meet together to buy and sell any goods. And as a verb
market means selling any product of a company to the customers by advertising,
presenting or by any person. The term “Garment Marketing” many define as the
art of selling any garments product of a company to the buyers by advertising,
presenting or by any person in the best possible way is called garment
marketing.
Another way we can say that the process of getting buyers and sellers together to exchange ownership of goods. Activities of marketing are to create the relationship among the customers and attract the new people to the product. Marketing person introduce the product and its company to the buyers through marketing and take the permission of buyers of buying our merchandise. Marketing may be divided into two classes:
- Marketing is done by
advertisements.
- Marketing is done by some
persons.
The assign of marketing is to meet the domestic customers’
demands and is to meet the overseas customers’ demands. Now a days marketing is
being used in a comprehensive meaning.
Marketing is not simply promoting a product or service to
create the need for it among the targeted consumers but anticipating and
satisfying the needs of the customers while at the same time keeping an eye
upon the goals of the organization. Marketing may have organized from the old
concept of going to a market place to buy or sell a product or service, but
today it has become a very broad term that encompasses production and
distribution.
The demand of marketing is going to be increased day by day.
In our country garments marketing are conducted by two ways:
- Some marketing are
conducted by buying house and
- Some marketing are
conducted directly by readymade garments industries.
Marketing of these
readymade garments are performed on three following conditions and basis: 1.
FOB. 2. CFR and 3. CIF basis. Among the foreign currency earning products,
readymade garments is our national glory. In our country, 76% of foreign
incomes are coming from the export of ready garments.
Merchandising is a subset of marketing. It is the process of
presenting the products to the buyer in such a manner so as to affect his
buying pattern. It is a very subtle process that affects the buying decisions
of a customer in a market place without him getting to know anything about it. In
this way, primarily has to do with placing of products in a manner so as to
catch the attention of the customer. This involves providing all buying
information to the customer and placing the product in a shelf in such a manner
so as to make him go for particular product.
Merchandising is an art that makes use of eye catching
display and alluring information to affect the buying decisions of customers
who are already confused considering a sea of products they have to contend
with when they are moving in a grocery store, in a mall. With a proper
merchandising strategy, it is possible for a marketer to sell out a particular
product despite severe competition from bigger and better brands. Merchandising
takes advantage of the plight of the consumer who faces a glut of information
and finds himself with far too many choices. This is done by helping a customer
arrive at a buying solution by simplifying his decision making process.
Difference between Garment Marketing and Garment Merchandising:
Having produced garment products,
marketing personnel start marketing first. They introduce the products to the
potential buyers and encourage and convince the buyers to buy the products. If
the buyers are interested, marketing personnel submit their price and they take
their positive consent with orders. Where there marketing is finished,
merchandising is started. Marketing is limited up to introduction of the
products and its company to the buyers and merchandising is limited from
purchase order receiving to shipment. After being finished marketing job,
marketing personnel introduce the buyers to the merchandisers. Merchandisers
receive purchase order, make plan, develop product line, monitor production
process, ensure goods delivery on time, calculate consumption, prepare costing
sheet, put up the buyers order file. If there is no marketing personnel or if
the marketing personnel are not so qualified or skilled in marketing in that
case merchandising personnel make both marketing and merchandising to survive
the company.
Let’s see point by point details
about marketing and merchandising:
- Merchandising is just a part of marketing that is a very wide and generic term encompassing lots of processes and sets of activities.
- Merchandising
begins at the end of the retail consumer that is at the point of sale
whereas marketing begins in the minds of the marketers where they identify
the need for a product or service.
- Higher sale
of product is aim for both marketing and merchandising; merchandising is
concerned with display and providing eye catching information only as it meant
to facilitate selling of a particular product.
- Marketing
person is more concern about identifying and satisfying the need of customers
in a bid to retain customers and customer base than just making selling
easier and more effective, which is what merchandising, is all about.
