This document outlines a marketing plan for the brand Zara. The plan has the objectives of enhancing penetration in target markets by 25% year-over-year and delivering the brand's values of inspired, respect, and generosity. The marketing plan architecture divides communication into months focused on public relations, activations, direct marketing, sports marketing, digital marketing, and partnerships. Each section then describes a proposed campaign, target market, and potential legal constraints.

1. 1
MARKETING PLAN
ZARA || ARSALAN AKHTAR

2. CONTENTS
BRAND OBJECTIVE
BRAND VALUES
MARKETING PLAN ARCHITECTURE
STRATEGY
COMMUNICATION : MONTH OF PR
COMMUNICATION : MONTH OF ACTIVATIONS
COMMUNICATION : MONTH OF DIRECT MARKETING
COMMUNICATION : MONTH OF SPORTSMARKETING
COMMUNICATION : MONTH OF DIGITAL MARKETING
COMMUNICATION : MONTH OF PARTNERSHIP

3. THE BRAND OBJECTIVE
OBJECTIVE
•Enhance penetration in target market by 25%YOY
•Deliver our “brand values” and “brand promise” to the globalmarket
MEASURED BY
•Volume growth from current target market
•Measure top of mind awareness with previous year
•Measure unaided recall of fashion relevance with Zara

4. THE BRAND

5. The Brand Zara Brand Values
INSPIRED
We seek out and imaginatively source the best
in the world; open-minded, looking outside the
category, to be inspired by people and ideas
that make a positive diWerence.
RESPECT
For every Guest. We treat every
Guest as an individual.
GENEROSITY
hospitality delivered with a spirit of generosity and
luxury. As good hosts we are determined to make your
journey special and to indulge you.
CAN-DO
The empowered, can-do attitude:
Making things happen; ambitious
but always considered.

6. THE MARKETING PLAN
Divided into communication
delivery platforms

7. The Plan Architecture COMMUNICATION: MONTH OF DIRECT MARKETING
FASHION INSURANCE
A premium paid by customer every quarter which ensures that customer get’s most fashionable
attire in country. This premium get’s maximum if you pay the highest premium for insurance
against global trends.
Target Market : Innovators
Legal constraints : Deciding on the parameters of what may be considered latest in customer’s
view

8. The Plan Architecture COMMUNICATION: MONTH OF ACTIVATIONS
FASHION CURRENCY NOTES
Working with State Bank of UK to introduce especial stylish actual currency notes of 29.99 and
39.99 which are common price tags displaying affordable fashion.
Target Market : Masses
Legal constraints : Strong diplomatic pressure against it.

9. The Plan Architecture COMMUNICATION: MONTH OF PR
DRESSED BY NATURE.
We will pick photos of top destinations from each country and make a camouflage print for that
cloth.
SUGAR COATED DRESS
We will make sugar flavored cloth and place it in the centre of a field. Bees, insects, flies and
birds will begin to appear making a design on this cloth. This new fabric design will be then be
made into a proper dress.
Target Market : World is going towards natural things
Legal constraints : The use on insects may cause infestation.

10. The Plan Architecture COMMUNICATION: MONTH OF SPORTS MARKETING
STYLING ENGLISH CRICKET TEAM
Zara sponsors cricket jerseys of the England cricket team. Every cricketer depending on their
age and our product line will BE wearing a design , making the English cricket team the most
stylish in the world.

11. The Plan ArchitectureCOMMUNICATION: MONTH OF DIGITAL MARKETING
PERPETUAL FASHION
A digital app that’s scans your current favorite dress and incorporate latest design trends into it
every month which will be your copyright across the world.

12. The Plan Architecture COMMUNICATION: MONTH OF PARTNERSHIPMARKETING
VISA AND FASHION
Whenever a person gets a visa to country (especially Asia and North America), he will get Zara
fashion points stamped on his passport. This will show that Zara is available everywhere.
Target Market : Global customers
Legal constraints : There is no such lay which stops a country to stamp in a typical way.

13. 1
THANK YOU
QUESTIONS | FEEDBACK