Promotion
Central to Royal Doulton’s promotional and marketing activity has been the repositioning of the brand. The introduction of everything from new logos to in-store point-of-sale and branded fixtures has demanded that the focus of activity be centered on the communication and effective introduction of the recent significant changes.
To fulfill its goal of increasing its global presence, Royal Doulton is focusing on offering greater consumer relevance through a diversity of products and an extension of its product in contemporary creations. People around the world can also learn about Royal Doulton through its Web site, www.royal-doulton.com.
At the grass roots, Royal Doulton continues to employ a variety of traditional promotional techniques ranging from trade fairs, in-store promotions, and selected magazine and press advertising, backed by strong, effective public relations campaigns.
Added to this approach, the visitor center at the main Royal Doulton factory, in Stoke-on-Trent, is very popular. Open seven days a week, the production facility features the world’s largest public display of Royal Doulton figures, numbering over 1,500. Visitors can tour the factory during the week, although bookings have to be made in advance.
