1、,New Collection Launch | Marketing Plan 22.10.2009,SITUATION ANALYSIS,1,Zara Brand Wheel,5 Keys of the Zara Business Model,5 Keys of the Zara Business Model,Customer“Main driving force behind the Zara brand.”Starting point for all Zara activitiesLead role in: Store design Production Logistics Team,s
2、,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 / customerMeticulously designed shop windowsMaximum attention to int
3、erior & exterior architechtual designAppropriate coordination of garmentsExcellent customer care,5 Keys of the Zara Business Model,Design & Production“Inspiration comes from the street, music, art but above all, the store.”Proximity of production facilitiesImmediate reaction to trends.Continuous wor
4、k for all teams.Managers teams customer demand forms, designs, fabrics, compliments1,186 suppliers, 200 desginers,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 l
5、ogistics centersDesigned with maximum flexibility.Customer oriented.24h receiving order to store delivery (Europe)Designed to absorb growth for next years.18% annual discount rates.,5 Keys of the Zara Business Model,Teams“Teams with vast sales knowledge geared to towards the customer.”89,112 profess
6、ionalsCustomer oriented.Make the stores a pleasant environment.Apply corporate, social & environmental responsibility in day-to-day work.,Zaras 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,The Industry,High s
7、treet fashion brand,14,Industry trends,Democratization of luxuryInclusivenessStreet trendsDesigner houses,Key success factors,Differentiation & individualismNew fashion consumer,Customer Focused Product Development,Saturated industry,Need to increase brand value,Responding to current industry trends
8、,Identifying the need for the product in the market,A full-shaped body is a beautiful body,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 challe
9、nges,Existing customer reactions,“Fat is not fashionable”,Challenges,Opportunities,Consumer Analysis,Todays fashion consumer:,More choice, more educated, more savvy & demanding,“New breed of shoppers”,Loyalty, variety, freshness,Fashion Consumer Behavior Analysis,Interest,Involvement,Emotions,Behavi
10、or,Gives pleasure & enjoyment Means of self-expression,Fashion Consumer Behavior Analysis,Interest,Involvement,Hedonics,Emotions,Behavior,Purchasing experienceFun, fantasy, social or emotional gratification,Impulse buying,Fashion Consumer Behavior Analysis,Interest,Involvement,Hedonics,Emotions,Beha
11、vior,Importance: Consumers attach meaning to their clothes Role of fashion in societyDrivers: Individual motives Projecting a desired self-imageLinked to personal values & needs: Express and communicate value Values guide consumer behavior Types of values: personal, economic, aesthetic,Fashion Consu
12、mer Behavior Analysis,Interest,Involvement,Hedonics,Emotions,Behavior,Positive vs. negative Shorter decision times More impulse buying A feeling of being unconstrained Desire to reward oneselfHow to generate positive emotions? Use the retail environment to positively influence moods: suitable layout
13、s colors effective sales personnel emotionally uplifting atmosphere,Impulse buying,Fashion Consumer Behavior Analysis,Interest,Involvement,Hedonics,Emotions,Behavior,Impulse buyingFashion oriented: strongly oriented to fashion involvement: providing sensory or experiential cues of fashion products.C
14、reated by the symbolic interactions of the product & the consumer emotional experiencesNeed to understand impulse buying behavior for fashion products from an experiential perspective = guidance in developing strategies,Plus Size Consumer Analysis,1 in 3 women are unhappy with the way clothes fit th
15、em,confident,unconfident,14,12,8,16,10,18,6,22,20,24,Plus Size Consumer Behavior,Self esteem: important motivation driver for consumption Consumers tend to assign their own meanings to clothes.Clothing: overt consumer behavior,Market Analysis,Segment growth: 40% increase by 2014.,Only 5% of retail s
16、pace is dedicated to the +size products,Types of Competitors,Dedicated Ranges,Extension of Size Ranges,Designer Boutiques,E-commerce,New Line Positioning,High Fashion,High Price,Low Fashion,Low Price,Zara,H&M,Charming Shoppers,M&S,Torrid,Junonia,Boutiques,Dedicated Ranges,Extension of Size Ranges,De
17、signer Boutiques,E-commerce,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,Market & Consumer Research,General objectives Develop a consumer focused product line and m
18、arketing strategy Reinforce customer focus as the key driver of the Zara brandSpecific 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
19、core competencies & reinforce brand values with a new twistConsistent with our current approach,Market & Consumer Research,Qualitative Goals: Insights into the mind of the consumerFocus Group new product idea & concept exploration gain more insights into our product positioning test communication st
20、rategiesTest marketing Test product attributes in terms of fit, cuts, colors, communication & marketing strategy,QuantitativeGoals: Gather data on consumer attitudes, past behaviors, intended behaviorsWarning: limited applicability, short development cyclesTest both the future target consumers& exis
21、ting onesSecondary researchIntegrate consumer input into product developmentPost-purchase evaluations,1,2,MARKETING FOCUS,2,Strategic Marketing Objectives,Overall marketing objectives: increase customer equity,Increase consumer satisfaction, decrease dissatisfaction of the plus size consumer,Increas
22、e purchase frequency among plus size customers,Continue to grow by extending the Zara fashion brand,Increase brand awareness and favorable attitudes among consumers,Zara for every woman STP,Main segment,Demographics,Psychographics,Benefits sought,Plus size, full shape body women,Aged 18-40 Work in b
23、ig 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,Zara for every woman Positioning,MARKETING STRATEGY,3,Integrated Market
24、ing Communication Strategy,Holistic approach,Customer-focused Product,Feel product. High involvement,Back to the drawing boardDesign products that complement the full body shapeIncorporate consumer feedback on most salient attributes,2) Product symbolismZara knows my body shapeI look good in Zara cl
25、othesI feel beautiful,Customer-focused Product,Feel product. High involvement,3) Colors and materialImportant choice for perceived quality of the productsDifferentiate Zara from competitorsBring a fresh look to the plus size segment,4) The ZARA labelFeed on the existing Zara name and values associat
26、ed with the brandAim at customer loyaltyStill away from the competitors the variety-seeking customer,Integrated Marketing Communication Strategy,Holistic approach,Promotion Strategy,Above-the-line: Print advertising,Bellow-the-line: Brand communication PR Internet Events Media cooperation,Main commu
27、nication objectives Inform about the new lineCreate positive emotions in connection to the new lineGenerate consumer interest and purchase intentions,Advertising Strategy,Main communication message,USP: The only true fashion brand to consider your body shapeEmotional appeal,Less is more,Support line
28、 launch only with print advertising,Consistent with current strategy,Advertising Idea Generation,Advertising Positioning Formula,Advertising Creative, Production & Placement,High fashion look Full shape body model Body shape revealed: curved lines should not be hidden Metaphor: dominance, power of t
29、he portrayed women Periperal cue: released sexuality , element of surprize,Ad format,Ad placement,Ad tonality,Advertising Creative, Production & Placement,Ad format,Ad placement,Ad tonality,Curvy is the new black,Double page spread Minimum copy Zara logo,Advertising Creative, Production & Placement,
30、Ad format,Ad placement High fashion monthly magazines: Vogue, Marie Claire, Harpers BazaarFashion monthly magazines: Glamour, InStyle, Joy, PetraIndependent magazines: WAD, Pool,Ad tonality,Curvy is the new black by ZARA,Below-the-line Campaign,Brand COM,PR,Internet,Event,CSR: design competition for
31、 fashion studentsPossible media cooperation with reality shows such as Project RunwayGoal: promote inclusiveness and individualism,Below-the-line Campaign,Brand COM,PR,Internet,Event,Efficient product placement in magazinesEditorial coverage without advertising expenseGoal: make a sincere propositio
32、n to the REAL woman, use the journalist as an expert source to build brand trustTool: PR lookbook,PR Lookbook,PR Lookbook,PR Lookbook,Below-the-line Campaign,Brand COM,PR,Internet,Event,Use the website as a main communication channelFeature the CSR initiative to build awareness Feature viral videosI
33、nclude advices on different body shapes and product cutsUse the online communities to reach the hip, young, tech savvy women,Below-the-line Campaign,Brand COM,PR,Internet,Event,Line launch event in 3 key stores in Europe: Madrid, Milan, and LondonTheme: Zara celebrates diversity with a new lineGoal:
34、 offer the real experience of the brand and what it stands for,Integrated Marketing Communication Strategy,Holistic approach,Pricing Strategy,The new line is more inclusive, and not exclusive: Follow the brand pricing strategiesAffordable prices, good qualityNo deviation from what Zara is as brand:
35、consistency across lines,Integrated Marketing Communication Strategy,Holistic approach,Distribution Strategy,The store as an important communication channelConsistent and strong store image, high store loyaltyPoint of interaction with the clients: store staff gathering important feedback, taking the
36、 pulse of the market,Store atmosphereZara typical store layout, wide open spacesCreate 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,IMPLEMENTATION AND EVALUATION,4,Implementation Roadmap,Thank you for your attention!,
