COTTON USA Consumer & Trade Promotions
The cornerstone of CCI’s marketing strategy is COTTON USA consumer promotion. Promotional activities fall primarily into two categories: Consumer Communications activities and Trade Communications activities.
Consumer Communications activities, such as advertising, retail promotions and public relations, are designed to establish a high level of consumer recognition of the COTTON USA Mark, strengthen consumers’ positive attitudes toward products identified with the Mark and increase consumer preference for products labeled with the Mark.
Accomplishing these objectives will lead to increased consumer demand for products labeled with the Mark and help labeled products sell more quickly and at greater volumes and values. The increased consumer demand motivates manufacturers and retailers to ask their suppliers to provide products that meet CCI requirements for using the Mark. Because qualifying products must be high-quality, 100 percent cotton made from more than 50 percent U.S. cotton, successful execution of these activities will pull additional U.S. cotton into the marketing system.
CCI encourages U.S. producers and exporters of manufactured cotton products to license products with the Mark and to take advantage of advertising provided by CCI or participating CCI partners overseas. CCI also encourages current and potential overseas users of U.S.-produced manufactured cotton products to pursue relationships with licensed U.S. firms.
Trade Communications activities, such as trade advertising, trade public relations and direct marketing, aim to bring more spinners, weavers, manufacturers and retailers into the COTTON USA Mark Licensing program. These activities keep spinners and manufacturers advised of developments in the U.S. cotton industry and merchandizes the success of the consumer program to manufacturers and retailers. Successful Trade Communications activities lead to enhanced understanding of the COTTON USA program by manufacturers and retailers, increased use of the Mark, surges in the number of qualified and labeled products and escalated U.S. cotton imports. Trade Communications activities also highlight the technical advantages of using U.S. cotton in the spinning and weaving process and emphasize other advantages of working with the U.S. cotton industry.
Click to listen how CCI's Demand-Pull strategy, via the COTTON USA Mark licensing and promotion program, rewards the cotton supply chain for increased usage of U.S. cotton and cotton products:
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