The document outlines a promotional strategy plan for Zara to reach more consumers in its target market. It proposes using integrated brand promotion through mass media like magazines, billboards, and radio. Direct marketing tactics like mailers with exclusive offers and discounts are also suggested. Digital strategies include search engine marketing, banners, pop-ups and cookies on fashion websites and social media to raise brand awareness. Branded entertainment placements in movies are proposed as a second-hand marketing attempt. The overall goal is to establish Zara as a top of mind fashion brand for its target demographic of trendy young professionals.

1. BAD PROMOTIONS AGENCY
Zara: Fast Fashion

2. OBJECTIVES
• Execute an initial promotional strategy plan to reach more
consumers in the target market.
• Focus on integrated brand promotion
 Mass media
 Direct marketing
 Banners
 Branded entertainment

3. STRATEGIES
• Market Segmentation • Promotional Strategies
• Ages 25-35 • Become a brand in consumers’
• Fashionable evoked set and top of the mind.
• Price Conscious • Highlight the value consumers
• Young professionals will receive
• Single/newly married • Establish differentiation
• No children • Build brand loyalty through
• Socialists customer intimacy
• Self-expressive brand
positioning

4. MASS MEDIA
• Ads will run in
the top 3 fashion
magazines
• Ads will feature either brand’s
name or key merchandise found
in all stores. Refer to the above
DKNY ad.

5. MASS MEDIA
• Billboards will be • Radio Broadcasting will
displayed in cities be featured in the cities
featuring new store of the new stores.
openings. Refer to the
GUCCI & Emporio
Armani billboards.

6. DIRECT MARKETING
• Customers on mailing will
receive exclusive promotions,
consisting of dollar or
percentage amounts off their
purchase, holiday sales, and
free shipping.

7. BANNERS
• Using search engine marketing and cross-site scripting,
Zara would be the first brand to populate when key
words were search by consumers. (Red circles indicate
where the Zara brand name would appear.)

8. BANNERS
• Click-through banners and pop under windows will appear when searches
are executed on key words that Zara has previously bid on.
• Cookies will also place ads on the webpages when consumers have searched
key words or visited the Zara e-commerce website.
• Banners will be added to fashion sites and social media sites as well

9. BRANDED ENTERTAINMENT
• Branded entertainment will be a second-hand marketing attempt, placing
shopping bags or merchandise in movies relating to the brand.

10. REFERENCES
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http://issuu.com/sandraoskkristbjarnardottir/docs/zarareview
Inditex Group. (2012). FY2011 Highlights and Zara, slides 7, 18. Presentation presented at 2011 Results meeting, A Coruna,
Spain.
Kenna, A. (2011). “Zara Plays Catch-Up with Online Shoppers.” Retrieved from www.businessweek.com
Robin, M. (2012). Leading company. Retrieved from http://www.leadingcompany.com.au/big-ideas/no-advertising-no-
outsourcing-why-zara-is-beating-expectations-despite-a-languishing-economy/201206151434
Urban Outfitters INC. (2011). Annual review (Rep.). Retrieved from
http://investor.urbn.com/phoenix.zhtml?c=115825&p=irol-reportsannual
Yan, Betty. (2012). “Fast Fashion: Too Much of a Good Thing.” Retrieved from www.arbitragemagazine.com
Zara, A Spanish Success Story. (2001). CNN. Retrieved from
http://edition.cnn.com/BUSINESS/programs/yourbusiness/stories2001/zara/
Zara and H&M: Fast Fashion on Demand « The Model Management Blog. (2012). The Model Management Blog. Retrieved
from http://blog.modelmanagement.com/2010/06/01/zara-and-hm-fast-fashion-on-demand/
Zara (n.d.). Fibre2fashion.com. Retrieved from http://fashiongear.fibre2fashion.com/brand-story/zara/advertisements.asp