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Zara Marketing Plan

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Fictitious marketing plan developed for the introduction of a new ZARA product line, designed for plus size women.

Fictitious marketing plan developed for the introduction of a new ZARA product line, designed for plus size women.

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  • 1. New collection Launch | Marketing Plan 22.10.2009
  • 2. 1 SITUATION  ANALYSIS  
  • 3. Zara  Brand  Wheel   Fashionable    clothes   Varied  assortment   Trendy  colors   Feminine  cuts   Fashionable  product  lines    for  moderate  costs   Customer-­‐centered  business   Runway  trends  adapted  for  the  streets   Fashion-­‐oriented  woman   Brand Trendy  in  every  situaFon   Feeling  good  about  looking  good   Essence Fashion  -­‐  friendly   Feminine     Hot  and  trendy   High-Street Fashion The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 4. 5  Keys  of  the  Zara  Business  Model   Store   Teams   Customer   Logis4cs   Design/   Produc4on   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 5. 5  Keys  of  the  Zara  Business  Model   Customer   “Main  driving  force  behind  the  Zara  brand.”   Star%ng  point  for  all  Zara  ac%vi%es   Customer   Lead  role  in:   •  Store  design   •  Produc%on   •  Logis%cs   •  Team     The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 6. s   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 7. 5  Keys  of  the  Zara  Business  Model   Store   “Mee4ng  point  between  the  customer  and   Store   the  Zara  fashion  offer.”   1,520  stores  collect  informa%on  regarding   customer  demands.   New  products  introduced  twice  a  week.   Top  loca%ons  –  17  visits  /  year  /  customer   Me%culously  designed  shop  windows   Maximum  aJen%on  to  interior  &  exterior   architechtual  design   Appropriate  coordina%on  of  garments   Excellent  customer  care   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 8. 5  Keys  of  the  Zara  Business  Model   Design  &  ProducFon   “Inspira4on  comes  from  the  street,  music,  art   …  but  above  all,  the  store.”   Proximity  of  produc%on  facili%es   Immediate  reac%on  to  trends.   Con%nuous  work  for  all  teams.   Managers  –  teams  –  customer  demand  –   forms,  designs,  fabrics,  compliments   Design/   1,186  suppliers,  200  desginers   Produc4on   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 9. 5  Keys  of  the  Zara  Business  Model   LogisFcs   “Highly  frequent  and  constant  distribu4on   permiKng  the  offer  to  be  constantly   renewed.”   697  million  garments  distributed   5,000  employees  at  logis%cs  centers   Designed  with  maximum  flexibility.   Logis4cs   Customer  oriented.   24h  –  receiving  order  to  store  delivery  (Europe)   Designed  to  absorb  growth  for  next  years.   18%  annual  discount  rates.   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 10. The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 11. 5  Keys  of  the  Zara  Business  Model   Teams   “Teams  with  vast  sales  knowledge  geared  to   towards  the  customer.”   Teams   89,112  professionals   Customer  oriented.   Make  the  stores  a  pleasant  environment.   Apply  corporate,  social  &  environmental   responsibility  in  day-­‐to-­‐day  work.   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 12. Zara’s  Performance   159  store     openings  in  2008   Brand  Value:   1,530   4  new  countries   $  8,609  M   stores   in  2008   Sales   73   €  6,824   Million   ZARA   countries   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 13. 14   The  Industry   High  street  fashion  brand   Industry  trends   Democra%za%on  of  luxury   Inclusiveness   Street  trends   Designer  houses   Key  success  factors   Differen%a%on  &  individualism   New  fashion  consumer   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 14. Customer  Focused  Product  Development   Saturated  industry   Need  to  increase     brand  value   Responding  to  current     industry  trends   Iden%fying  the  need  for  the     product  in  the  market   A  full-­‐shaped  body  is  a  beau4ful  body   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 15. Customer  Focused  Product  Development   Market  entry  barriers   Saturated  industry   Design  challenges   Need  to  increase     brand  value   Exis%ng  customer  reac%ons   Responding  to  current     industry  trends   “Fat  is  not  fashionable”     Iden%fying  the  need  for  the     product  in  the  market   Challenges   Opportuni>es   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 16. Consumer  Analysis              Today’s  fashion  consumer:   More  choice,  more  educated,  more  savvy  &  demanding     “New  breed  of  shoppers”   Loyalty,  variety,  freshness   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 17. Fashion  Consumer  Behavior  Analysis   Interest   Gives  pleasure  &  enjoyment     Means  of  self-­‐expression   Involvement   Emo%ons   Behavior   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 18. Fashion  Consumer  Behavior  Analysis   Interest   Purchasing  experience   Fun,  fantasy,  social  or  emo%onal   Hedonics   gra%fica%on   Involvement   Emo%ons   Impulse  buying   Behavior   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 19. Fashion  Consumer  Behavior  Analysis   Interest   Importance:   •  Consumers  aJach  meaning  to  their   clothes     Hedonics   •  Role  of  fashion  in  society   Involvement   Drivers:   •  Individual  mo%ves   •  Projec%ng  a  desired  self-­‐image   Emo%ons   Linked  to  personal  values  &  needs:   •  Express  and  communicate  value   •  Values  guide  consumer  behavior   •  Types  of  values:  personal,  economic,   aesthe%c   Behavior   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 20. Fashion  Consumer  Behavior  Analysis   Interest   Posi%ve  vs.  nega%ve   •  Shorter  decision  %mes   •  More  impulse  buying   Hedonics   •  A  feeling  of  being  unconstrained   •  Desire  to  reward  oneself   Involvement   How  to  generate  posi%ve  emo%ons?   •  Use  the  retail  environment  to  posi%vely   influence  moods:     Emo%ons   •  suitable  layouts,     •  colors,     •  effec%ve  sales  personnel,   •  emo%onally  upliking  atmosphere   Behavior   Impulse  buying   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 21. Fashion  Consumer  Behavior  Analysis   Interest   Impulse  buying   •  Fashion  oriented:  strongly  oriented  to   Hedonics   fashion  involvement:  providing  sensory  or   experien%al  cues  of  fashion  products.   Involvement   •  Created  by  the  symbolic  interac4ons  of   the  product  &  the  consumer  emo4onal   experiences   Emo%ons   •  Need  to  understand  impulse  buying   behavior  for  fashion  products  from  an   experien4al  perspec4ve  =  guidance  in   developing  strategies     Behavior   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 22. Plus  Size  Consumer  Analysis   1  in  3  women  are  unhappy  with  the  way  clothes  fit  them   14   12   8   16   10   18   6   22   20   24   happy   unhappy   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 23. Plus  Size  Consumer  Behavior   AJribute   Psychosocial   Plus  size   consequence   product   Feel  more  aracFve   Func%onal   Values   consequence   Self-­‐esteem   Cut  fi[ng  the   body  shape   Self  esteem:  important  moFvaFon  driver  for  consumpFon     Consumers  tend  to  assign  their  own  meanings  to  clothes.   Clothing:  over  consumer  behavior   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 24. Market  Analysis   120   100   Market  Share   100   80   76   15%   60   40   PeFte   Plus  Size   20   25%   60%   Normal   0   Size   2006   2012   Segment  growth:  40%  increase  by  2014.   Only  5%  of  retail  space  is  dedicated  to  the  +size  products   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 25. Types  of  CompeFtors   1 Dedicated  Ranges   2 Extension  of  Size  Ranges   3 Designer  Bou%ques   4 E-­‐commerce   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 26. New  Line  PosiFoning   High  Fashion   BouFques   Zara   Torrid   H&M   Low   High   Price   Price   M&S   Charming  Shoppers   1 Dedicated  Ranges   2 Extension  of  Size  Ranges   Junonia   3 Designer  Bou%ques   4 Low  Fashion   E-­‐commerce   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 27. DifferenFaFon   Brand  awareness   New  in  this  segments   Brand  loyalty   More  experienced     compe%tors   Size  &  growth   Lack  of  e-­‐commerce   High  fashion  for  modest  prices   Strengths   Weaknesses   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 28. Zara  vs.  CompeFtors   Zara   CompeFtors   1,000  new  styles  /  month     3-­‐5  months:  develop  the  ideas   200  designers   into  physical  samples   Higher  cost  of  product   Sales  budgets  &  stock  plans   development  is  more  than   developed  one  year  ahead  of   adequately  compensated  by   the  targeted  styles   Product  development   higher  realized  margins   Few  weeks  /  months  to   Strategy:  reacFve,  not   procure  fabrics,  have  them   predicFve   approved  by  the  retailer  –   produce  a  number  of  samples   –  put  samples  in  producFon   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 29. Market  &  Consumer  Research     General  objec%ves   Develop  a  consumer  focused  product  line  and  markeFng  strategy     Reinforce  customer  focus  as  the  key  driver  of  the  Zara  brand     Specific  objec%ves   Strategically  segment  the  market   Visualize  the  impact  of  the  new  line   Integrate  consumer  input  into  development   Strategically  plan  the  integraFon  of  the  new  line  within  the  exisFng  business   model  –  use  core  competencies  &  reinforce  brand  values  with  a  new  twist     Consistent  with  our  current  approach   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 30. Market  &  Consumer  Research   1 2 Qualita>ve     Quan>ta>ve   Goals:    Insights  into  the  mind  of   Goals:    Gather  data  on  consumer   the  consumer   a[tudes,  past  behaviors,  intended   Focus  Group   behaviors   new  product  idea  &  concept   Warning:  limited  applicability,  short   explora%on   development  cycles   gain  more  insights  into  our   Test  both  the  future  target  consumers&   product  posi%oning   exisFng  ones   test  communica%on  strategies   Secondary  research   Test  marke>ng   Test  product  aributes  in  terms   Integrate  consumer  input  into  product   of  fit,  cuts,  colors,   development   communicaFon    &  markeFng   Post-­‐purchase  evaluaFons   strategy   The  Zara  Brand   Industry  Analysis   Product  Development   Consumer  Analysis   Market  Analysis   Market  &  Consumer  Research  
  • 31. 2 MARKETING  FOCUS  
  • 32. Strategic  MarkeFng  ObjecFves   Overall  marke4ng  objec4ves:  increase   customer  equity   Increase  consumer  sa4sfac4on,  decrease   dissa%sfac%on  of  the  plus  size  consumer   Increase  purchase  frequency  among   plus  size  customers   Con%nue  to  grow  by  extending  the  Zara   fashion  brand   Increase  brand  awareness  and  favorable   aptudes  among  consumers  
  • 33. Zara  for  everywoman  STP   Plus  size,  full  shape  body  women   Clothes  that  fit  their  body  shape  and   make  them  look  beau>ful   Main   Demogra Psychogra Benefits   segment   phics   phics   sought   Aged  18-­‐40   Interested  in  fashion  trends   Work  in  big  ciFes  /  pursuing   Conscious  about  their  looks   higher-­‐level  educaFon     Enjoy  shopping  and  socializing   Mid-­‐range  income   HecFc  lifestyle  
  • 34. Zara  for  everywoman  PosiFoning   The  only  true  fashion   brand  that  thinks   Fast  high  fashion  at   about  your  body   affordable  prices   shape,  respects  it  and   designs  especially  for  it  
  • 35. MARKETING  STRATEGY  
  • 36. Integrated  MarkeFng  CommunicaFon  Strategy   Holis4c  approach   Price   Product   Customer -­‐focused   Place   Promo4on  
  • 37. Customer-­‐focused  Product     Feel  product.  High  involvement   1)  Back  to  the  drawing  board    Design  products  that  complement   the  full  body  shape    Incorporate  consumer  feedback  on   most  salient  aJributes   2)  Product  symbolism    Zara  knows  my  body  shape    I  look  good  in  Zara  clothes    I  feel  beau%ful  
  • 38. Customer-­‐focused  Product     Feel  product.  High  involvement   3)  Colors  and  material    Important  choice  for  perceived  quality   of  the  products    Differen%ate  Zara  from  compe%tors    Bring  a  fresh  look  to  the  plus  size   segment   4)  The  ZARA  label    Feed  on  the  exis%ng  Zara  name  and   values  associated  with  the  brand    Aim  at  customer  loyalty    S%ll  away  from  the  compe%tors  the   variety-­‐seeking  customer  
  • 39. Integrated  MarkeFng  CommunicaFon  Strategy   Holis4c  approach   Price   Product   Customer -­‐focused   Place   Promo4on  
  • 40. PromoFon  Strategy   Main  communica4on  objec4ves   Inform  about  the  new  line   Create  posi%ve  emo%ons  in   connec%on  to  the  new  line   Generate  consumer  interest  and   Above-­‐the-­‐line:   purchase  inten%ons   Print  adverFsing   Bellow-­‐the-­‐line:     Brand  communicaFon   PR   Internet   Events   Media  cooperaFon  
  • 41. AdverFsing  Strategy   Consistent  with   current  strategy   Less  is  more   Main   communicaFon   message   USP:  The  only  true  fashion  brand  to   Support  line  launch  only   consider  your  body  shape   with  print  adverFsing   Emo>onal  appeal  
  • 42. AdverFsing  Idea  GeneraFon   Adver4sing  Posi4oning  Formula   For the full body shape woman, Zara Target consumer Brand name is the fashion expert for your wardrobe Brand character Product / Competitive Frame that helps you look the best you can because Brand promise it takes the high fashion trends and adapts them for the REAL you Support
  • 43. AdverFsing  CreaFve,  ProducFon  &  Placement                    High  fashion  look     Full  shape  body  model   Body  shape  revealed:  curved  lines  should  not  be  hidden   Metaphor:  dominance,  power  of  the  portrayed  women   Periperal  cue:  released  sexuality  ,  element  of  surprize   Ad  tonality   Ad  placement   Ad  format  
  • 44. AdverFsing  CreaFve,  ProducFon  &  Placement   Curvy is the new black Ad  tonality   Ad  placement   Ad  format   Double  page  spread   Minimum  copy   Zara  logo  
  • 45. AdverFsing  CreaFve,  ProducFon  &  Placement   Ad  tonality   Ad  placement   Ad  format   High  fashion  monthly  magazines:   Vogue,  Marie  Claire,  Harper’s   Bazaar   Fashion  monthly  magazines:   Glamour,  InStyle,  Joy,  Petra   Independent  magazines:     WAD,  Pool  
  • 46. Curvy  is  the  new  black     by  ZARA
  • 47. Below-­‐the-­‐line  campaign   Brand   PR   Internet   Event   COM   CSR:  design  compeFFon  for   fashion  students   Possible  media  cooperaFon   with  reality  shows  such  as   Project  Runway   Goal:  promote  inclusiveness   and  individualism  
  • 48. Below-­‐the-­‐line  campaign   Brand   PR   Internet   Event   COM   Efficient  product  placement  in   magazines   Editorial  coverage  without  adverFsing   expense   Goal:  make  a  sincere  proposiFon  to  the   REAL  woman,  use  the  journalist  as  an   expert  source  to  build  brand  trust   Tool:  PR  lookbook  
  • 49. PR  Lookbook  
  • 50. PR  Lookbook  
  • 51. PR  Lookbook  
  • 52. Below-­‐the-­‐line  campaign   Brand   PR   Internet   Event   COM   Use  the  website  as  a  main   communicaFon  channel   Feature  the  CSR  iniFaFve  to  build   awareness   Include  advices  on  different  body   shapes  and  product  cuts   Use  the  online  communiFes  to  reach   the  hip,  young,  tech  savvy  women  
  • 53. Below-­‐the-­‐line  campaign   Brand   PR   Internet   Event   COM   Line  launch  event  in  3  key   stores  in  Europe:  Madrid,   Milan,  and  London   Theme:  Zara  celebrates   diversity  with  a  new  line   Goal:  offer  the  real   experience  of  the  brand  and   what  it  stands  for  
  • 54. Integrated  MarkeFng  CommunicaFon  Strategy   Holis4c  approach   Price   Product   Customer -­‐focused   Place   Promo4on  
  • 55. Pricing  strategy   The  new  line  is  more  inclusive,  and  not   exclusive:    Follow  the  brand  pricing   strategies   Affordable  prices,  good  quality   No  deviaFon  from  what  Zara  is  as   brand:  consistency  across  lines  
  • 56. Integrated  MarkeFng  CommunicaFon  Strategy   Holis4c  approach   Price   Product   Customer -­‐focused   Place   Promo4on  
  • 57. DistribuFon  strategy   The  store  as  an  important   Store  atmosphere   communicaFon  channel   Zara  typical  store  layout,  wide  open   Consistent  and  strong  store   spaces   image,  high  store  loyalty   Create  enjoyment  of  shopping  in  the   Point  of  interacFon  with  the   store(posiFve  emoFons  |   clients:  store  staff  gathering   comfortable  feeling  |  impulse  buying   important  feedback,  taking   |  spending  more  than  planned)   the  pulse  of  the  market   Line  having  its  own  secFon  in  the   store,  consistent  with  current  store   space  distribuFon  
  • 58. 4 IMPLEMENTATION  AND   EVALUATION  
  • 59. ImplementaFon  Roadmap   Jan   Feb   Mar   April   May     June   July   Aug   Sept   Oct    Nov   Dec   Website   Development   PR  Toolkit   producFon   Campaign   producFon   Product  launch  /   Event   InteracFve       launch   Ad  campaign   Media   cooperaFon   PR  support   EvaluaFon  
  • 60. Thank  you  for  your  aYen4on!