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Group 5 Zara presentation Spring 09- Global Marketing Comm Planning

Group 5 Zara presentation Spring 09- Global Marketing Comm Planning

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Zara Present Final Presentation Transcript

  • 1. Connecting the dots... Marketing Metaphoria ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 2. Connecting the dots... Humans are wired for social connection Marketing Metaphoria ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 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. 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. 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. 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. 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. Positioning: Fast high fashion at affordable prices } - = - = Zara Re-visiting the Brand ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 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. 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. 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. 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. • 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. 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. • 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. • 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. • 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. ...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. 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. Internal Website ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 21. New Stores Bus-wrap ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 22. New Stores Sidewalk Decals ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 23. New Stores Gaggle o’Models ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 24. New Stores Handout ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 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. New Stores Tote Bag ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 27. GISELE BUNDCHEN FOR ZARA CAROLYN MURPHY FOR ZARA New Stores Models @ Opening ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 28. YOUR STORE: BOSTON Turnover Widget ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 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. Next New Shipment: May 1, 2009 Turnover Opt-In SMS Alerts ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 31. Turnover Digital Countdown ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 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. + 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. + 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. + 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. + 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. + 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. + 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. • 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. Schedule One-Year ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 41. Schedule One-Year ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 42. Schedule One-Year ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 43. Budget One-Year ZARA, Goal/ Connect the brand Research Objectives Tactics Schedule Budget
  • 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. Bloopsers