Introduction
Artisti Collection is one of the leading and fastest growing ready-made clothing brands
in Bangladesh. The word "Artisti" is of Italian origin, which means "Shilpi" in Bengali. The tagline of the brand is “Painting Lifestyle”, through which they are implying that they add colors to the lives of their consumers. It was established in the year 1996.The quality of Artisti's clothing is of international stards and is comparable to other Bangladeshi reputed clothing brands, like Monsoon Rain and Cat's Eye. Some examples of Artisti's products are given below.
Analysis
Most recently, Artisti has used Premiums strategy, as they offered a gift voucher worth BDT 1422 for every consumer who purchased products worth at least BDT 5995, on the occasion of Poheka Boishakh, and valid till 14th April. This promotional offer is shown below. While it was a good strategy, the consumers needed to spend a considerable amount of money to avail the offer. Thus, only people with higher income could have availed this offer, not the consumers with moderate levels of income.
Prior to the above offer, they used the Coupons strategy, which was quite a bit complicated for the consumers to understand. It was launched on the occasion of Valentine's Day. On every purchase of products worth BDT 995, consumers were given a scratch card, which they needed to show when they make the purchase. However, if a consumer got more than one scratch card, he or she can avail the offer according to his/her choice, and those additional cards needed to be redeemed on the next purchase, which had to take place before 14th February. The maximum discount one could have availed was 20%. Also, a consumer could redeem only one scratch card (if he/she had multiple) per purchase. As stated earlier, this was a very complicated strategy, which was confusing for most users. The promotional offer is shown below.
The third most recent strategy used by Artisti was launched during the end of previous year. It was a Price-off strategy, and was quite straightforward. Consumers were given the chance to enjoy discounts of up to 60% on the purchases they made. This was their best and most straightforward consumer oriented promotional strategy in recent times. The promotional offer is shown below.
Recommendation
Artisti usually implements very few promotional strategies to boost sales, which are coupons, price-offs, and so on. There are more than a few promotional strategies to increase temporary sales. They can use contests, loyalty programs, and rebates to further increase their sales. As the social networking platform is becoming the most effective way to promote a brand, Artisti can do so by announcing contests through their Facebook page. This will help position the brand even further in the minds of the participating consumers. Also, they can offer gift vouchers to consumers, but in much simpler methods than they did during Valentine's Day. Also, they can create loyalty among frequent consumers by providing them with a membership card to enjoy certain discounts and privileges.
References
Artisti. (n.d.). Artisti Collection- Timeline |
Facebook. Retrieved from Facebook:
https://www.facebook.com/pages/ARTISTI-COLLECTION/45324601258?sk=timeline&ref=page_internal
