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New Collection Launch | Marketing Plan
22.10.2009
SITUATION ANALYSIS
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Zara Bra...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys o...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys o...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
s
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys o...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys o...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys o...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys o...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Zara’s P...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
The Indu...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Customer...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Customer...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Consumer...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion ...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion ...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion ...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion ...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion ...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Plus Siz...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Plus Siz...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Market A...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Types of...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
New Line...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Differen...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Market &...
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Market &...
MARKETING FOCUS
2
Strategic Marketing Objectives
Overall marketing objectives: increase
customer equity
Increase consumer satisfaction, decr...
Zara for every woman STP
Main
segment
Demogra
phics
Psychogra
phics
Benefits
sought
Plus size, full shape body women
Aged ...
Zara for every woman Positioning
Fast high fashion at
affordable prices
The only true fashion
brand that thinks about
your...
MARKETING STRATEGY
Integrated Marketing Communication Strategy
Customer
-focused
Place
Price
Product
Promotion
Holistic approach
Customer-focused Product
Feel product. High involvement
1) Back to the drawing board
Design products that complement
the f...
Customer-focused Product
Feel product. High involvement
3) Colors and material
Important choice for perceived quality
of t...
Integrated Marketing Communication Strategy
Customer
-focused
Place
Price
Product
Promotion
Holistic approach
Promotion Strategy
Above-the-line:
Print advertising
Bellow-the-line:
Brand communication
PR
Internet
Events
Media coopera...
Advertising Strategy
Main
communication
message
USP: The only true fashion brand to
consider your body shape
Emotional app...
Advertising Idea Generation
Target consumer Brand name
is the fashion expert for your wardrobe
For the full body shape wom...
Advertising Creative, Production & Placement
High fashion look
Full shape body model
Body shape revealed: curved lines sho...
Advertising Creative, Production & Placement
Ad format
Ad placement
Ad tonality
Curvy is the new black
Double page spread
...
Advertising Creative, Production & Placement
Ad format
Ad placement
High fashion monthly magazines:
Vogue, Marie Claire, H...
Curvy is the new black
by ZARA
Below-the-line Campaign
Brand
COM
PR Internet Event
CSR: design competition for
fashion students
Possible media cooperatio...
Below-the-line Campaign
Brand
COM
PR Internet Event
Efficient product placement in
magazines
Editorial coverage without ad...
PR Lookbook
PR Lookbook
PR Lookbook
Below-the-line Campaign
Brand
COM
PR Internet Event
Use the website as a main
communication channel
Feature the CSR initia...
Below-the-line Campaign
Brand
COM
PR Internet Event
Line launch event in 3 key
stores in Europe: Madrid,
Milan, and London...
Integrated Marketing Communication Strategy
Customer
-focused
Place
Price
Product
Promotion
Holistic approach
Pricing Strategy
The new line is more inclusive, and not
exclusive: Follow the brand pricing
strategies
Affordable prices,...
Integrated Marketing Communication Strategy
Customer
-focused
Place
Price
Product
Promotion
Holistic approach
Distribution Strategy
The store as an important
communication channel
Consistent and strong store
image, high store loyalt...
IMPLEMENTATION AND
EVALUATION
4
Implementation Roadmap
Jan Feb Mar April May June July Aug Sept Oct Nov Dec
Website
Development
PR Toolkit
production
Camp...
Thank you for your attention!
Capital Hill Cashgate Scandal : Zara Marketing Campaign Design
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Capital Hill Cashgate Scandal : Zara Marketing Campaign Design

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Each prize has the power to transform the winner’s career and both the Man Booker Prize and Man Booker International are sponsored by Man Group. Man Group was recognised as a partner who mirrored the quality, integrity and longevity of the Booker Prize. The prize underscores Man Group's charitable focus on literacy and education as well as the firm’s commitment to excellence and entrepreneurship.

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Capital Hill Cashgate Scandal : Zara Marketing Campaign Design

  1. 1. New Collection Launch | Marketing Plan 22.10.2009
  2. 2. SITUATION ANALYSIS
  3. 3. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Zara Brand Wheel High-Street Fashion 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 Trendy in every situation Feeling good about looking good Fashion - friendly Feminine Hot and trendy Brand Essence
  4. 4. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 5 Keys of the Zara Business Model Customer Logistics Store Teams Design/ Production
  5. 5. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 5 Keys of the Zara Business Model Customer “Main driving force behind the Zara brand.” Starting point for all Zara activities Lead role in: • Store design • Production • Logistics • Team Customer
  6. 6. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research s
  7. 7. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 5 Keys of the Zara Business Model Store “Meeting point between the customer and the Zara fashion offer.” 1,520 stores collect information regarding customer demands. New products introduced twice a week. Top locations – 17 visits / year / customer Meticulously designed shop windows Maximum attention to interior & exterior architechtual design Appropriate coordination of garments Excellent customer care Store
  8. 8. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 5 Keys of the Zara Business Model Design & Production “Inspiration comes from the street, music, art … but above all, the store.” Proximity of production facilities Immediate reaction to trends. Continuous work for all teams. Managers – teams – customer demand – forms, designs, fabrics, compliments 1,186 suppliers, 200 desginers Design/ Production
  9. 9. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 5 Keys of the Zara Business Model Logistics “Highly frequent and constant distribution permitting the offer to be constantly renewed.” 697 million garments distributed 5,000 employees at logistics centers Designed with maximum flexibility. Customer oriented. 24h – receiving order to store delivery (Europe) Designed to absorb growth for next years. 18% annual discount rates. Logistics
  10. 10. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
  11. 11. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 5 Keys of the Zara Business Model Teams “Teams with vast sales knowledge geared to towards the customer.” 89,112 professionals Customer oriented. Make the stores a pleasant environment. Apply corporate, social & environmental responsibility in day-to-day work. Teams
  12. 12. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Zara’s Performance ZARA Sales € 6,824 Million 73 countries 1,530 stores 4 new countries in 2008 159 store openings in 2008 Brand Value: $ 8,609 M
  13. 13. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research The Industry  High street fashion brand 14 Industry trends Democratization of luxury Inclusiveness Street trends Designer houses Key success factors Differentiation & individualism New fashion consumer
  14. 14. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Customer Focused Product Development Saturated industry Need to increase brand value Responding to current industry trends Identifying the need for the product in the market A full-shaped body is a beautiful body
  15. 15. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Customer Focused Product Development Saturated industry Need to increase brand value Responding to current industry trends Identifying the need for the product in the market Market entry barriers Design challenges Existing customer reactions “Fat is not fashionable” Challenges Opportunities
  16. 16. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Consumer Analysis Today’s fashion consumer: More choice, more educated, more savvy & demanding “New breed of shoppers” Loyalty, variety, freshness
  17. 17. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Fashion Consumer Behavior Analysis Interest Involvement Emotions Behavior Gives pleasure & enjoyment Means of self-expression
  18. 18. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Fashion Consumer Behavior Analysis Interest Involvement Hedonics Emotions Behavior Purchasing experience Fun, fantasy, social or emotional gratification Impulse buying
  19. 19. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Fashion Consumer Behavior Analysis Interest Involvement Hedonics Emotions Behavior Importance: • Consumers attach meaning to their clothes • Role of fashion in society Drivers: • Individual motives • Projecting a desired self-image Linked to personal values & needs: • Express and communicate value • Values guide consumer behavior • Types of values: personal, economic, aesthetic
  20. 20. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Fashion Consumer Behavior Analysis Interest Involvement Hedonics Emotions Behavior Positive vs. negative • Shorter decision times • More impulse buying • A feeling of being unconstrained • Desire to reward oneself How to generate positive emotions? • Use the retail environment to positively influence moods: • suitable layouts • colors • effective sales personnel • emotionally uplifting atmosphere Impulse buying
  21. 21. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Fashion Consumer Behavior Analysis Interest Involvement Hedonics Emotions Behavior Impulse buying • Fashion oriented: strongly oriented to fashion involvement: providing sensory or experiential cues of fashion products. • Created by the symbolic interactions of the product & the consumer emotional experiences • Need to understand impulse buying behavior for fashion products from an experiential perspective = guidance in developing strategies
  22. 22. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Plus Size Consumer Analysis 1 in 3 women are unhappy with the way clothes fit them confident unconfident 14 12 8 16 10 18 6 22 20 24
  23. 23. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Plus Size Consumer Behavior Attribute Plus size product Functional consequence Cut fitting the body shape Psychosocial consequence Feel more attractive Values Self-esteem Self esteem: important motivation driver for consumption Consumers tend to assign their own meanings to clothes. Clothing: overt consumer behavior
  24. 24. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Market Analysis 15% 25% 60% Market Share Petite Plus Size Normal 76 100 0 20 40 60 80 100 120 Size 2006 2012 Segment growth: 40% increase by 2014. Only 5% of retail space is dedicated to the +size products
  25. 25. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Types of Competitors Dedicated Ranges Extension of Size Ranges Designer Boutiques 1 2 3 4 E-commerce
  26. 26. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research New Line Positioning High Fashion High Price Low Fashion Low Price Zara H&M Charming ShoppersM&S Torrid Junonia Boutiques Dedicated Ranges Extension of Size Ranges Designer Boutiques E-commerce 1 2 3 4
  27. 27. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Differentiation New in this segments More experienced competitors Lack of e-commerce Brand awareness Brand loyalty Size & growth High fashion for modest prices Strengths Weaknesses
  28. 28. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Market & Consumer Research  General objectives Develop a consumer focused product line and marketing strategy Reinforce customer focus as the key driver of the Zara brand  Specific objectives Strategically segment the market Visualize the impact of the new line Integrate consumer input into development Strategically plan the integration of the new line within the existing business model – use core competencies & reinforce brand values with a new twist  Consistent with our current approach
  29. 29. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Market & Consumer Research Qualitative Goals: Insights into the mind of the consumer Focus Group new product idea & concept exploration gain more insights into our product positioning test communication strategies Test marketing Test product attributes in terms of fit, cuts, colors, communication & marketing strategy Quantitative Goals: Gather data on consumer attitudes, past behaviors, intended behaviors Warning: limited applicability, short development cycles Test both the future target consumers& existing ones Secondary research Integrate consumer input into product development Post-purchase evaluations 1 2
  30. 30. MARKETING FOCUS 2
  31. 31. Strategic Marketing Objectives Overall marketing objectives: increase customer equity Increase consumer satisfaction, decrease dissatisfaction of the plus size consumer Increase purchase frequency among plus size customers Continue to grow by extending the Zara fashion brand Increase brand awareness and favorable attitudes among consumers
  32. 32. Zara for every woman STP Main segment Demogra phics Psychogra phics Benefits sought Plus size, full shape body women Aged 18-40 Work in big cities / pursuing higher-level education Mid-range income Interested in fashion trends Conscious about their looks Enjoy shopping and socializing Hectic lifestyle Clothes that fit their body shape and make them look beautiful
  33. 33. Zara for every woman Positioning Fast high fashion at affordable prices The only true fashion brand that thinks about your body shape, respects it and designs especially for it
  34. 34. MARKETING STRATEGY
  35. 35. Integrated Marketing Communication Strategy Customer -focused Place Price Product Promotion Holistic approach
  36. 36. 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 attributes 2) Product symbolism Zara knows my body shape I look good in Zara clothes I feel beautiful
  37. 37. Customer-focused Product Feel product. High involvement 3) Colors and material Important choice for perceived quality of the products Differentiate Zara from competitors Bring a fresh look to the plus size segment 4) The ZARA label Feed on the existing Zara name and values associated with the brand Aim at customer loyalty Still away from the competitors the variety-seeking customer
  38. 38. Integrated Marketing Communication Strategy Customer -focused Place Price Product Promotion Holistic approach
  39. 39. Promotion Strategy Above-the-line: Print advertising Bellow-the-line: Brand communication PR Internet Events Media cooperation Main communication objectives Inform about the new line Create positive emotions in connection to the new line Generate consumer interest and purchase intentions
  40. 40. Advertising Strategy Main communication message USP: The only true fashion brand to consider your body shape Emotional appeal Less is more Support line launch only with print advertising Consistent with current strategy
  41. 41. Advertising Idea Generation Target consumer Brand name is the fashion expert for your wardrobe For the full body shape woman, Zara 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 Advertising Positioning Formula
  42. 42. Advertising Creative, Production & 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 format Ad placement Ad tonality
  43. 43. Advertising Creative, Production & Placement Ad format Ad placement Ad tonality Curvy is the new black Double page spread Minimum copy Zara logo
  44. 44. Advertising Creative, Production & Placement Ad format Ad placement High fashion monthly magazines: Vogue, Marie Claire, Harper’s Bazaar Fashion monthly magazines: Glamour, InStyle, Joy, Petra Independent magazines: WAD, Pool Ad tonality
  45. 45. Curvy is the new black by ZARA
  46. 46. Below-the-line Campaign Brand COM PR Internet Event CSR: design competition for fashion students Possible media cooperation with reality shows such as Project Runway Goal: promote inclusiveness and individualism
  47. 47. Below-the-line Campaign Brand COM PR Internet Event Efficient product placement in magazines Editorial coverage without advertising expense Goal: make a sincere proposition to the REAL woman, use the journalist as an expert source to build brand trust Tool: PR lookbook
  48. 48. PR Lookbook
  49. 49. PR Lookbook
  50. 50. PR Lookbook
  51. 51. Below-the-line Campaign Brand COM PR Internet Event Use the website as a main communication channel Feature the CSR initiative to build awareness Feature viral videos Include advices on different body shapes and product cuts Use the online communities to reach the hip, young, tech savvy women
  52. 52. Below-the-line Campaign Brand COM PR Internet Event 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
  53. 53. Integrated Marketing Communication Strategy Customer -focused Place Price Product Promotion Holistic approach
  54. 54. Pricing Strategy The new line is more inclusive, and not exclusive: Follow the brand pricing strategies Affordable prices, good quality No deviation from what Zara is as brand: consistency across lines
  55. 55. Integrated Marketing Communication Strategy Customer -focused Place Price Product Promotion Holistic approach
  56. 56. Distribution Strategy The store as an important communication channel Consistent and strong store image, high store loyalty Point of interaction with the clients: store staff gathering important feedback, taking the pulse of the market Store atmosphere Zara typical store layout, wide open spaces Create enjoyment of shopping in the store(positive emotions | comfortable feeling | impulse buying | spending more than planned) Line having its own section in the store, consistent with current store space distribution
  57. 57. IMPLEMENTATION AND EVALUATION 4
  58. 58. Implementation Roadmap Jan Feb Mar April May June July Aug Sept Oct Nov Dec Website Development PR Toolkit production Campaign production Product launch / Event Interactive launch Ad campaign Media cooperation PR support Evaluation
  59. 59. Thank you for your attention!

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