ZARA's 6 months social media strategy plan for Social Commerce class at Parsons The New School for Design. Project includes SWOT analysis, strategic plan to improve ZARA's social media, guerrilla marketing, and partnership marketing.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
Zara, the leading clothing and accessories brand based in Spain, is ruling the fashion market for more than 40 years now. Zara now has become synonymous to fast and affordable fashion items.
zara marketing , brand position , strategy , swot analysis , Target, Price and Vision,objective, macro and micro factors , PORTERS 5 FORCE MODEL , projection , sales, production , communication
F&T Marketing Case: ASWJ Case
1: First Part
- Competiton & Brand Analysis
- Facebook and Twitter analysis (Customer Care index, Index of Active Conversation ....)
- Google & Twitter Trends analysis
- Conclusion & Recommendation
By William BELLE, Jérémy BAUWENS, Sarah ARPHI, Antoine BAZIN
KEDGE BUSINESS SCHOOL - Marseille
February 2013
ZARA's 6 months social media strategy plan for Social Commerce class at Parsons The New School for Design. Project includes SWOT analysis, strategic plan to improve ZARA's social media, guerrilla marketing, and partnership marketing.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
Zara, the leading clothing and accessories brand based in Spain, is ruling the fashion market for more than 40 years now. Zara now has become synonymous to fast and affordable fashion items.
zara marketing , brand position , strategy , swot analysis , Target, Price and Vision,objective, macro and micro factors , PORTERS 5 FORCE MODEL , projection , sales, production , communication
F&T Marketing Case: ASWJ Case
1: First Part
- Competiton & Brand Analysis
- Facebook and Twitter analysis (Customer Care index, Index of Active Conversation ....)
- Google & Twitter Trends analysis
- Conclusion & Recommendation
By William BELLE, Jérémy BAUWENS, Sarah ARPHI, Antoine BAZIN
KEDGE BUSINESS SCHOOL - Marseille
February 2013
Digital Marketing Strategies. Case study - Mango Marina Decuseara
What platforms the website has in place and how it should enhance them, the position against their primary competition, how its strategies and tactics are influenced by brand, targeting and positioning, kewords employed in the organic and paid search, email marketing strategy, my recommendations for the organisation.
Brief of article" internationalisation of the Spanish fashion brand Zara ", Lopez, C., & Fan ,Y., (2009),Internationalisation of the Spanish fashion brand Zara. Journal of Fashion Marketing and Management ,13(2),279-296
Digital Marketing Strategies. Case study - Mango Marina Decuseara
What platforms the website has in place and how it should enhance them, the position against their primary competition, how its strategies and tactics are influenced by brand, targeting and positioning, kewords employed in the organic and paid search, email marketing strategy, my recommendations for the organisation.
Brief of article" internationalisation of the Spanish fashion brand Zara ", Lopez, C., & Fan ,Y., (2009),Internationalisation of the Spanish fashion brand Zara. Journal of Fashion Marketing and Management ,13(2),279-296
SimilarWeb eCommerce experts reveal the marketing strategies behind e-commerce industry leaders in the U.S.
Learn how to:
* Reveal key industry influencers and partners
* Poach traffic from your competitors
* Discover consumer trends
* Understand user behavior in the mobile and app world
Our Perspective on the challenges and opportunities that digital marketing presents marketers and how to leverage those to create competitive advantage and extraordinary business and brand value for your company
Mémoire Professionnel - En quoi l’utilisation du marketing digital peut perm...Thibault PAILLIER
Mémoire professionnel de Thibault PAILLIER, étudiant en Master 1ère année en marketing à l'IDRAC Business School. Sujet : En quoi l’utilisation du marketing digital peut permettre à Ineo Digital de se différencier de ses concurrents ?
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
Welcome to the 10th Episode of the Digital Trends!
In this episode, we are looking at marketing predictions for 2021 as well as some of the notable Ads in 2020. Enjoy!
Here is the layout,
* Quotes from Marketing Experts
* Predicted Marketing Trends in 2021
* Notable Digital Campaigns in 2020
Online Retailer Digital Marketing Strategy ExampleMike Ncube
This digital marketing strategy for an accessories retailer covers the main areas of marketing audit, analysis, objectives, target markets, competitors, promotions, products and more.
Use it as a guide for your own digital marketing strategy and it will help you achieve online marketing success.
Visit my site www.mikencube.co.uk for more digital marketing resources
2. Goal: Increase brand awareness for Zara clothing
apparel.
Message: Zara offers high quality clothing for low
value.
Target Audience: Young adults and teenagers looking
for affordable stylish clothing. Generation Y. But also
offers kids clothing.
Unique Selling Point: High quality, low value. The
clothing is designed for Zara's demographic; a bunch
of young designers designing the clothing. You are
not paying Forever 21's ridicously cheap prices, but
you are also not finding holes in your high quality
clothing.
Zara Digital Strategy
3. Strengths: Popular
brand. Low prices.
Stylish clothing.
Situational Analysis
Weaknesses: Not
as well known as
other brands. Only
located in big cities
and online.
Opportunities:
Room for growth
and popularity.
Threats:
Competition is
fierce, many
competitors for
younger cheap
fashionable clothing.
4. Social Media
-Facebook: To target young adults and teenagers,
Zara will post twice a day afternoon and 8pm, with a
weekly schedule for each post. To create better
brand awareness competitions, photo sharing
contests will be held. By liking the Zara page you will
receive a 15% discount on your next purchase. A
budget of $25-50 post increase will be enforced
daily. Facebook’s Ad will also be created to increase
sales and awareness.
-Twitter: To target young adults and teenagers, Zara
will tweet up to 7 times a day. Promoting new
arrivals, awesome blogs, events going on. Hoping for
a return of retweets and favorites.
5. -Pinterest: To target young adults and teenagers, Zara will
use promoted pins to show off latest styles and new
arrivals. Specifically with boards directed towards the right
audience.
-Instagram: To target young adults and teenagers, Zara will
promote new arrivals and new fashion, also pictures posted
on Facebook and on Twitter. Contest of who wore it best
will be held and winners will win $ 100 gift cards.
-Youtube: To target young adults and teenagers, Zara will
use the Live Event Page for fashion shows, new stores and
new arrivals.
-Wanelo: To target young adults and teenagers, Zara will
promote like they did on pinterest. Specifying prices.
6. Internet Marketing
Zara will use Internet marketing to educate it’s customers
through search engine optimization, emails and content creation
with promotions. Internet marketing will work for Zara by being
affordable and targeting the right young adults instead of
targeting a broad audience. Paid ads on Google will be used.
7. -SEO: Zara will use seo to help their ranking throughout search
engines and help gets visits to their website.
-Google Adwords: Popular words will be used to help generate
customers to their website. Google Paid Ads, Adwords would
consist of fashion, clothing, young adult, teenager.
-Google Analytics: To figure out how Zara is doing we will use
Analytics to tell us our demographic, and amounts of views to
our website.
Internet Marketing
8. Mobile Strategy
Zara has an mobile app. already so what we will do is promote
coupons you can use online and in-stores. A discount will be
given for college students and high school students. $2 million
will be allocated to the budget for; coupons, special
features, push notifications for campaigns we run.
9. Budget
To arrive at my budget of $9 million for the entire digital
marketing strategy for the year I broke apart each aspect.
Budget, 22%
Budget, 22%
Budget, 5%Budget, 5%
Budget, 6%
Budget, 6%
Budget, 6%
Budget, 22%
Budget, 6%
Budget for 12 months
Mobile Facebook Wanelo
Pinterest Twitter Youtube
Instagram SEO Adword
10. Big Idea
Zara offers low prices for high quality clothing. Zara will promote
with social media by competitions and promotions. Promoting
new arrivals to target young adults and teenagers on their
mobile site as well as their blog and social media sites.
Thank You!