Micro Environment using Porter’s Five Analysis

MARKETING COMMUNICATION ACTIVITIES

Advertising. Tod's Group brands use almost all advertising opportunities in video and photo format. That includes billboard and transits, posts, online and TV commercials, paper and electronic newspapers, blogs, articles, direct emails, magazines.

Sales Promotion. The company usually holds two sales promotions seasons per year for its brands in winter and summer. The winter season takes place in November-January, summer - from June to July. Still, according to Statista (2021), due to the coronavirus in 2020, economic growth is expected to slow further by 2% this year. As a result, the fashion industry can expect another drop in sales. Therefore, the company had to extend its summer sales until September in 2020 and did not release half of its new collection in 2021 (Tod's Sloane Apartment, 2021).

Events and Experiences. In presenting its capsule collections, new store openings, the company always strives to hold events involving journalists and public relations representatives. Every year before each new release of the design collection, all brands carry a fashion show. They try to give their EIP (extremely important person) free invitations to create an experience.

PR and Publicity. The company makes excellent use of public relations to expand and attract a diverse clientele and promote its four brands. The corporation does this through an extensive and diverse written, electronic and television press. Here’s Tod’s publishes articles about a royal family member, Kate Middleton, choosing to wear Tod’s high heels. And back in 2017, to attract the younger generation, the Hogan brand included the supermodel Bella Hadid wearing popular brand sneakers (Almassi, 2017). Tod's Group also publishes its regular articles on the original websites of each brand, where the company often talks about the projects of that brand, the latest fashion trends, upcoming collections.

Direct Marketing. The company developed its own CRM system and constantly sends thankyou letters after shopping, discounts, new collection publications to its loyal customers (Tods Sloane Apartment, 2020).

Interactive Marketing. Tod’s Group actively communicates with its customers through innovative technology and social media. They engage customers as part of the process through social media. Also, communication with brand ambassadors is not limited to direct sales. Sales Advisors are constantly communicating with customers via email, phone, or on platforms like WhatsApp.

Personal Selling. One of the company's strengths is the service and professionalism of brand ambassadors. Due to the substantial, loyal customer base, the company must maintain the highest level of service. Therefore, the firm organises various training every few months (Tod’s Sloane Apartment, 2021). For instance, ITALIA training is available for new entry brand ambassadors. They learn from A to Z sales procedure. Neuro-sales training is for experienced salespeople to help them understand more about the customer, actions, and feelings. The company also tries to motivate its salespeople; an Aces program has been created, capturing which salesperson is the best in its continent and region. Every six months, the top ten sellers who earn the most profit (calculated in euros after taxes) are awarded a commission and a five-day business trip.