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  • 1. A comprehensive directory describing all the products a company sells. A catalog contains numerous product descriptions and illustrations. The two key issues in organizing a catalog are A catalog may also include You may decide to put this up on your website too or send PDFs to customers. Information to include in each product description and A letter from the manufacturer, An index, A comprehensive directory describing all the products a company sells. A catalog contains numerous product descriptions and illustrations. The two key issues in organizing a catalog are A catalog may also include You may decide to put this up on your website too or send PDFs to Order in which to An introduction, A table of contents, An index, A page describing conditions and terms A comprehensive directory describing all the products a company sells. A catalog contains numerous product descriptions and illustrations. You may decide to put this up on your website too or send PDFs to Order in which to organize the descriptions A table of contents,
  • 2. In each product description you should include as much of the following information as is applicable to the particular item. The amount of information to be included depends on the space available. Name of the product Physical description Features and benefits Explanation of how it works Weight Dimensions, including choice of sizes available Price, including quantity discounts Quantities available Colors available Shape Styles Applications Tips on selection Tips on usage Packaging Shipping information Safety precautions Quality Materials of construction Efficiency Maintenance and repair methods Cost savings Service available Nearest distributors Any other relevant information Putting fewer items in their catalog or by printing a bigger catalog, they can devote more copy to each product and increase sales as a result. The product descriptions can be arranged according to one of eleven organization principles. The choice depends on your product line, the size of the catalog, and your audience’s buying habits.
  • 3. BY CATALOG HOT SPOTS BY PRODUCT DEMAND BY APPLICATIONS BY FUNCTION BY TYPE OF PRODUCT BY SYSTEM HIERARCHY BY PRICE BY SCARCITY BY SIZE BY MODEL NUMBER BY ALPHABETICAL ORDER
  • 4. BY CATALOG HOT SPOTS BY PRODUCT DEMAND Mail-order catalog marketers can measure the sales generated by every page and every item in their catalogs. Certain pages generate more sales than others; these are the hot spots. Hot spots are the outside front cover, the outside back cover, the 2 inside the front cover, the 2 back cover, the pages around the order form, and the pages around ordering instructions. Product descriptions printed directly on the order form generate a higher rate of response than the average page. On the basis of this information, mail more sales by putting their best selling items on these hot pages. You can organize your catalog by the sales each product generates. Put your best sellers up front, and give each a full or half page. Slower-moving merchandise appears at the back of the book and occupies a quarter page or less. Dead items are dropped altogether. “Back your winners, and abandon your losers.” It puts your promotional money where they’ll do the most good. However, in large or highly technical product catalogs, it may create some confusion. BY CATALOG HOT SPOTS BY PRODUCT DEMAND order catalog marketers can measure the sales generated by every page and every item in their catalogs. Certain pages generate more sales than others; these are the hot spots. Hot spots are the outside front cover, the outside back cover, the 2-page spread inside the front cover, the 2-page center spread, the 2-page spread inside the back cover, the pages around the order form, and the pages around ordering Product descriptions printed directly on the order form generate a higher rate of response than the average page. On the basis of this information, mail-order catalog marketers can generate more sales by putting their best selling items on these hot pages. You can organize your catalog by the sales each product generates. Put your best sellers up front, and give each a full or half page. moving merchandise appears at the back of the book and occupies a quarter page or less. Dead items are dropped altogether. “Back your winners, and abandon your losers.” It puts your promotional money where they’ll do the most good. However, in large or highly technical product catalogs, it may create some order catalog marketers can measure the sales generated by every page Certain pages generate more sales than others; these are the hot spots. page spread page spread inside the back cover, the pages around the order form, and the pages around ordering Product descriptions printed directly on the order form generate a higher rate order catalog marketers can generate You can organize your catalog by the sales each product generates. Put your best sellers up front, and give each a full or half page. moving merchandise appears at the back of the book and It puts your promotional money where they’ll do the most good. However, in large or highly technical product catalogs, it may create some
  • 5. BY APPLICATIONS BY FUNCTION Organizing according to application makes it easy for your customer to find the product that fits his or her needs. Organizing according to application makes it easy for your customer to find the product that fits his or her The disadvantage of this scheme is redundancy. Many products handle multiple applications and must be listed or cross-referenced in more than one section. A catalog can generally be organized by the function each product / service performs: This scheme won’t work in a catalog of products that all perform the same task E.g., a catalog of pollution control equipment, light switches, or safety valves Many products handle multiple applications and must be listed or referenced in more than one section. A catalog can generally be organized by the function each product / service performs: This scheme won’t work in a catalog of products that all E.g., a catalog of pollution control equipment, light
  • 6. BY TYPE OF PRODUCT BY SYSTEM HIERARCHY This technique organizes products by the level at which each component fits into the overall system. BY TYPE OF PRODUCT BY SYSTEM HIERARCHY This technique organizes products by the level at which each component fits into the overall system. This unit-subunit sub-unit approach is ideal for manufacturers who sell both complete systems and their component parts. subunit-sub unit approach is ideal for manufacturers who sell both complete systems and their component parts.
  • 7. BY PRICE BY SCARCITY If you sell similar products that vary mainly in quality and price, you can organize your catalog by price categories. If your customers are concerned with savings, start with the cheapest items and work up. If you’re selling to an upscale group willing to pay extra for top quality, start with the deluxe models and work your way down. This technique is excellent for organizing a catalog of premiums and incentives. After all, a company searching for gifts and giveaways has a price range in mind, not necessarily a specific item. If your catalog features hard-to-get items, consider putting them up front, even on the cover. This makes your catalog more valuable by offering buyers products they need but can’t get elsewhere. Customers who know that you offer a stock of rare merchandise and pull out your catalog to order it will be more inclined to do their other buying from you, too.
  • 8. BY SIZE BY MODEL NUMBER If you make one product and the basic selection criterion is size, it’s only natural to organize your catalog according to dimensions, weight, horse-power, Thermal units (TUs), diameter, or some other unit of measure. This is handy for catalogs selling such things as boilers, motors, hoses, shipping drums, envelopes, light bulbs, and air conditioners. a If you’ve worked out a sensible numbering system for your product line, organize your catalog by model number. b If there’s a simple meaning to your product coding, explain it at the start of the catalog. c Don’t rely solely on the numbers to describe your products; include headings and descriptive text as well.
  • 9. BY ALPHABETICAL ORDER If no other organizational scheme works for you, can always organize alphabetically. BY ALPHABETICAL ORDER If no other organizational scheme works for you, can always organize alphabetically. If no other organizational scheme works for you, can always organize alphabetically.
  • 10. The tool combination varies, depending upon the target market, mess exercise. Contact : pmspl@prognosys.in | Web: www.prognosys.in CONTEXT CREATIVES COLLATERALS CONNECT CORPORATE TRAINING CAMPAIGN CONVERSATIONS The tool combination varies, depending upon the target market, message, and purpose of the | Web: www.prognosys.in •Effective Messages that a company conveys •Graphic designs, Brands Management, Identity •Printing and Production of Marketing Support material •Internet, Web and Social Media, Digital, Telecom •Programs, Seminars, E-learning, Workshops, ResearchCORPORATE TRAINING •PR, Advertising, Direct Marketing, Market Research, Internet •Engagement, Experiential Marketing, BTL, Promotions age, and purpose of the Printing and Production of Marketing Support material Internet, Web and Social Media, Digital, Telecom learning, Workshops, Research PR, Advertising, Direct Marketing, Market Research, Internet Engagement, Experiential Marketing, BTL, Promotions