Stradivarius

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Stradivarius

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

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