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Stradivarius

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Transcript

  • 1. Stradivarius Persuasive Campaign Hushmath Alam  Silvia Baena  Meng Li
  • 2.
    • Corporation: Inditex
      • Brand: Stradivarius
    • Problem: Launching Stradivarius into the US market
    • Minimalist Marketing Strategy
    • Marketing Research Project:
      • Fashion Industry
      • Segmentation: Target audience habits
      • Competitors: Gap and H&M
  • 3.
    • To create brand awareness in the US fashion market through different media channels
    • Develop brand loyalty and engagement among target audience
    • To establish brand reputation
    • To create social value attached to the brand
    • Connect Stradivarius’ brand identity with the ultimate shopping experience
    • To persuade target audience to purchase Stradivarius merchandise
  • 4.
    • Women aged 18-30
    • Characteristics:
      • Fashion trend awareness
      • Purchasing power
    • Media Habits
      • Internet:
        • social media
        • online advertisements
        • online shopping
  • 5.
    • Integrated marketing communication plan
      • Online advertising
        • To increase awareness of the brand
      • Social media
        • Word of mouth marketing  Buzz
        • Facebook, Twitter, Blogs
      • Website redesign with online shopping
  • 6.
    • SEMIOTIC MESSAGES WITH EMOTIONAL APPEALS: TEXT AND VISUALS, POSITIVE AFFECT
  • 7.
    • SURVEY DISTRIBUTED TO FEMALES IN THE TARGET AUDIENCE
    • * Which text do you like better?
    • *Do you like the images used in the advertisements?
  • 8.  
  • 9.  
  • 10.
    • Consistent with Stradivarius current strategy: word of mouth
    • Target audience preference for online interaction with brands
    • Online shopping sales profit:
    • - E-commerce jumped 38% in the US
    • - Shopping websites grew more than 400%
    • Implementing and matching Stradivarius’ “cutting edge” identity
  • 11.