Connecting the dots...




                                                                             Marketing
        ...
Connecting the dots...
     Humans are
    wired for social
      connection




                                         ...
Connecting the dots...
     Humans are
    wired for social
      connection




                  Overall
               ...
Connecting the dots...
     Humans are
                                                               To establish
    wir...
Connecting the dots...
     Humans are
                                                               To establish
    wir...
Connecting the dots...
     Humans are
                                                               To establish
    wir...
ZARA
     Not at                                                                        needs to
  forefront of           ...
Positioning: Fast high fashion at affordable prices




                                                                  ...
existing consumer base with                                  brand benefit fulfills a major
                  potential for ...
169 US stores                                                              1 US Store
                                    ...
ZARA introduced in US in
                                                                                1988
            ...
metrosexual male
                                      disposability of clothing/fashions
                                ...
• Need: Aordable, fashionable, good-quality apparel
      • Solution: self-actualization need- trendy products at lower
  ...
China’s largest
  clothing producer                                                          4 stores in China
  ¥50.9 mil...
• shifting Chinese
     demographic and cultural
     trends
   – Mom  Pop stores  Wal-Mart/
     Carrefour
   • China's r...
• Turned o by manufactured
           goods in home country
          Demographic: 15 - 29 years
  •
          and increas...
• Need: To buy aordable quality clothing in order to acquire status

          • Solution: self-actualization need- trendy...
...focus on connecting employees, present and
                 potential consumers more intimately to the
                ...
Marketing                    Increase ZARA’s market share in the United States and China by
                              ...
Internal
                                                                               Website
            ZARA,         ...
New Stores
                                                                                 Bus-wrap
            ZARA,    ...
New Stores
                                                                             Sidewalk Decals
            ZARA, ...
New Stores
                                                                             Gaggle o’Models
            ZARA, ...
New Stores
                                                                                 Handout
            ZARA,     ...
ZARA.com [support@zara.com]



                                              New Zara Locations Coming May ‘09




       ...
New Stores
                                                                                 Tote Bag
            ZARA,    ...
GISELE BUNDCHEN FOR ZARA            CAROLYN MURPHY FOR ZARA




                                                          ...
YOUR STORE:
                                     BOSTON




                                                              ...
ZARA.com [support@zara.com]




                                              This Week @ Zara




                       ...
Next New
                                  Shipment:
                                 May 1, 2009




                    ...
Turnover
                                                                            Digital Countdown
            ZARA,  ...
Goal: Create community around brand while allowing
          individuals to feel connected to ZARA fashion  values

      ...
+ ME

                                    Always dreamed of having your clothes featured in a store? Share your original d...
+ ME

                                                              Turquoise/Black
                                      ...
+ ME


                                                                                                           Submit
 ...
+ ME


                                                                                                           Submit
 ...
+ ME


                                                                                                           Submit
 ...
+ ME


                                                                                                           Submit
 ...
• Develop one-on-one relationship
       with consumers

     • Top employees aid in styling-
       commission of 1.5%

 ...
Schedule
                                                                               One-Year
            ZARA,        ...
Schedule
                                                                               One-Year
            ZARA,        ...
Schedule
                                                                               One-Year
            ZARA,        ...
Budget
                                                                             One-Year
            ZARA,            ...
Moving Forward

   • ZARA should continue to:
      ✓focus on increasing potential consumers 
       frequency of current ...
Bloopsers
Zara Present Final
Zara Present Final
Zara Present Final
Zara Present Final
Zara Present Final
Zara Present Final
Zara Present Final
Zara Present Final
Zara Present Final
Zara Present Final
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Zara Present Final

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Group 5 Zara presentation Spring 09- Global Marketing Comm Planning

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  • i like ur ppt,pls do send it on yateshk@ymail.com.its really urgent.
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  • AWESOME
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  • Awesome presentation, thank you for your efforts!
    http://www.furniture101.net/
    http://www.furniture101.net/category/modern-furniture/
    http://www.furniture101.net/category/office-furniture/
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  • i like ur presentation

    very good one

    plz would u send it for me
    jareeeda@hotmail.com

    thanx
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Zara Present Final

  1. 1. Connecting the dots... Marketing Metaphoria ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  2. 2. Connecting the dots... Humans are wired for social connection Marketing Metaphoria ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  3. 3. Connecting the dots... Humans are wired for social connection Overall drive, emotional need to connect with others Marketing Metaphoria ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  4. 4. Connecting the dots... Humans are To establish wired for social loyalty, brand connection must show same loyalty to consumers Overall drive, emotional need to connect with others Marketing Metaphoria ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  5. 5. Connecting the dots... Humans are To establish wired for social loyalty, brand connection must show same When loyalty to brand fosters consumers this connection: Overall ‣ provides consumers drive, with sense of emotional need community to connect ‣ builds brand with others equity Marketing Metaphoria ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  6. 6. Connecting the dots... Humans are To establish wired for social loyalty, brand connection must show same When loyalty to brand fosters consumers this connection: Overall ‣ provides consumers drive, with sense of emotional need community to connect ‣ builds brand with others equity Marketing Metaphoria ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  7. 7. ZARA Not at needs to forefront of incorporate sense consumer of community interaction Standoffish through communications plan Built brand identity Increase in of mystique - stores, overall initial market presence in U.S & presence China consumers without need to feel more connected to brand Marketing Metaphoria ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  8. 8. Positioning: Fast high fashion at affordable prices } - = - = Zara Re-visiting the Brand ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  9. 9. existing consumer base with brand benefit fulfills a major potential for increased need for Chinese consumers purchase can expand to other cities room for further penetration increasing size of middle class US/China Market Opportunities ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  10. 10. 169 US stores 1 US Store 300 global stores 1,700 global stores Sales data $9,911.2 million/yr unavailable GAP Inc: 3,150 1,600 US Stores global stores $63,367 million/yr $15,763 million/yr US Competition ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  11. 11. ZARA introduced in US in 1988 * Higher product pricing * Positioning - High fashion brand * Fulfill need - fast trends for low-cost US Situation ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  12. 12. metrosexual male disposability of clothing/fashions effect of the economy (accessories) competition for GenY-ers characteristics of women (Aga?) US Target ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  13. 13. • Need: Aordable, fashionable, good-quality apparel • Solution: self-actualization need- trendy products at lower prices  • Demographic Characteristics: – ages 15-30 – both female and male – low to mid-range income – work in big cities/pursuing higher-level education • Psychographic Characteristics: – Women and men – enjoy shopping and socializing – concerned about health and looks (work out and follow diets) – into arts, enjoy dinning out   US Target Profile ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  14. 14. China’s largest clothing producer 4 stores in China ¥50.9 million net 1700 stores earnings worldwide ( second half of Sales in 2006 2008) $9,9 million 325 stores in UK 100 retail locations 275 locations in China the world Partnerships in £8.3 billion in UK Europe, US and £ 713 million Japan internationally Total Net Sales: 97.5 million China Competition ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  15. 15. • shifting Chinese demographic and cultural trends – Mom Pop stores Wal-Mart/ Carrefour • China's retail market is expected to grow by 34% between 2008 and 2012 • growing middle class- aspirational purchasing attitudes China Situation ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  16. 16. • Turned o by manufactured goods in home country Demographic: 15 - 29 years • and increasing purchasing power Working female class • Men’s exemplification of • status China Target ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  17. 17. • Need: To buy aordable quality clothing in order to acquire status • Solution: self-actualization need- trendy products at lower prices   • Demographic Characteristics: ages 15-30 – both female and male – low to mid-range income – work in big cities/ pursuing higher-level education – • Psychographic Characteristics: – Women: • enjoy shopping, socializing • need to look good • be perceived like they have more money than they actually do – Men: • into sports and look for good quality in things like cars, cigarettes, alcohol and clothing • want to be perceived as successful and established China Target Profile ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  18. 18. ...focus on connecting employees, present and potential consumers more intimately to the brand. Goal ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  19. 19. Marketing Increase ZARA’s market share in the United States and China by 5% and sales by 10% by 2012. Objective •Increase purchase frequency among current customers by 15% by Marketing 2012. Strategy •Increase the number of first time shoppers by 10% by 2012. •Open 15 new stores in China (5 per year) and 21 in the United States (7 per year) by 2012. Communication Increase brand awareness and favorable attitudes among customers. Objective Communication Build a more personal relationship with current and potential customers. Strategy Communication •ZARAnet •New Stores Tactics •Turnover Promotions •ZARA + ME Fashion Show •Personal Shopper Program Strategy Overview ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  20. 20. Internal Website ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  21. 21. New Stores Bus-wrap ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  22. 22. New Stores Sidewalk Decals ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  23. 23. New Stores Gaggle o’Models ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  24. 24. New Stores Handout ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  25. 25. ZARA.com [support@zara.com] New Zara Locations Coming May ‘09 New Stores E-mail Alerts ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  26. 26. New Stores Tote Bag ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  27. 27. GISELE BUNDCHEN FOR ZARA CAROLYN MURPHY FOR ZARA New Stores Models @ Opening ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  28. 28. YOUR STORE: BOSTON Turnover Widget ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  29. 29. ZARA.com [support@zara.com] This Week @ Zara New this week: Turnover Opt-In Email Alerts ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  30. 30. Next New Shipment: May 1, 2009 Turnover Opt-In SMS Alerts ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  31. 31. Turnover Digital Countdown ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  32. 32. Goal: Create community around brand while allowing individuals to feel connected to ZARA fashion values • Online Competition • Fashion Shows – Photos/videos of outfits – Event agency, uploaded online established venue, streamed online – Top 20: chosen by NYC Shanghai* – Zara customers vote on website – Top 10: featured at show, produced, sold for limited time Zara + ME Design Competition ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  33. 33. + ME Always dreamed of having your clothes featured in a store? Share your original designs and possibly Upload your have them displayed in our store. All you have to do is click the upload button to post your design Video pictures and video discussing why we should select you. Zara will then choose 20 people and post an item from each contestant along with video submission. Voters can vote for their favorite piece by clicking on the dot located below and pressing “submit.” Voters are also given the chance to win free tickets to NYC / Shanghai fashion show featuring the winning designs. Upload your The top 10 outfits will be offered along with new Zara trends in New York City/Shanghai stores and photos would be sold only for a limited time. Zara + ME Design Competition ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  34. 34. + ME Turquoise/Black Sweetheart neckline, layers of taffeta tulle, sequined trim Submit hanky hem, and Vote Now zip back. Back View Sheila Elise Giselle Jennifer Zara + ME Design Competition ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  35. 35. + ME Submit Vote Now Agapios Lula May Ariel Jessica Miller Zara + ME Design Competition ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  36. 36. + ME Submit Vote Now Agapios Lula May Ariel Jessica Miller Zara + ME Design Competition ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  37. 37. + ME Submit Vote Now Agapios Lula May Ariel Jessica Miller Zara + ME Design Competition ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  38. 38. + ME Submit Vote Now Agapios Lula May Ariel Jessica Miller Zara + ME Design Competition ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  39. 39. • Develop one-on-one relationship with consumers • Top employees aid in styling- commission of 1.5% • PSP kiosks and online appointments Personal Shopper Program ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  40. 40. Schedule One-Year ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  41. 41. Schedule One-Year ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  42. 42. Schedule One-Year ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  43. 43. Budget One-Year ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  44. 44. Moving Forward • ZARA should continue to: ✓focus on increasing potential consumers frequency of current consumers ✓monitor the success ROI of the outlined communication programs ✓adapt the communication tactics accordingly • Communication plan in conjunction with ZARA’s overall business development goals relating to further penetration of U.S. and China markets
  45. 45. Bloopsers
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