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New Collection Launch - Marketing Plan 22.10.2009
New Collection Launch - Marketing Plan 22.10.2009
New Collection Launch - Marketing Plan 22.10.2009
22.10.2009
SITUATION ANALYSIS
Zara Brand Wheel
Fashionable clothes
Varied assortment
Trendy colors
Feminine cuts
Fashion-oriented woman
Brand
Trendy in every situation
Feeling good about looking good
Essence
Fashion - friendly
Feminine
Hot and trendy
High-Street Fashion
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys of the Zara Business Model
Store
Teams
Customer
Logistics
Design/
Production
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys of the Zara Business Model
Customer
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
s
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys of the Zara Business Model
Store
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys of the Zara Business Model
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys of the Zara Business Model
Logistics
Customer oriented.
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys of the Zara Business Model
Teams
Customer oriented.
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Zara’s Performance
159 store
openings in 2008
Sales
73
€ 6,824
Million
ZARA countries
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
14
The Industry
High street fashion brand
Inclusiveness
Street trends
Designer houses
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Customer Focused Product Development
Saturated industry
Need to increase
brand value
Responding to current
industry trends
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Customer Focused Product Development
Challenges Opportunities
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Consumer Analysis
Today’s fashion consumer:
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion Consumer Behavior Analysis
Means of self-expression
Involvement
Emotions
Behavior
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion Consumer Behavior Analysis
Involvement
Emotions
Impulse buying
Behavior
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion Consumer Behavior Analysis
Interest Importance:
•Consumers attach meaning to their
clothes
Hedonics •Role of fashion in society
Involvement Drivers:
•Individual motives
•Projecting a desired self-image
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion Consumer Behavior Analysis
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion Consumer Behavior Analysis
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Plus Size Consumer Analysis
14 12 8 16 10 18 6 22 20 24
confident unconfident
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Plus Size Consumer Behavior
Psychosocial
Attribute consequence
Plus size Feel more
product attractive
Functional Values
consequence Self-esteem
Cut fitting the
body shape
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Market Analysis
Petite 60
Plus
Size 40
25% Normal
60%
20
0
Size
2006 2012
1 Dedicated Ranges
3 Designer Boutiques
4 E-commerce
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
New Line Positioning
High Fashion
Boutiques
Zara
Torrid
H&M
Low High
Price Price
M&S Charming Shoppers
1 Dedicated Ranges
4 E-commerce
Low Fashion
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Differentiation
Strengths Weaknesses
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Market & Consumer Research
General objectives
Develop a consumer focused product line and marketing strategy
Specific objectives
Strategically segment the market
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Market & Consumer Research
1 2
Qualitative Quantitative
Goals: Insights into the mind of Goals: Gather data on consumer
the consumer attitudes, past behaviors, intended
Focus Group behaviors
new product idea & concept Warning: limited applicability, short
exploration development cycles
gain more insights into our
Test both the future target consumers&
product positioning
existing ones
test communication strategies
Secondary research
Test marketing
Test product attributes in terms Integrate consumer input into product
of fit, cuts, colors, development
communication & marketing Post-purchase evaluations
strategy
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
2
MARKETING FOCUS
Strategic Marketing Objectives
Overall marketing objectives: increase
customer equity
Product
Customer
-focused
Place
Promotion
Customer-focused Product
Feel product. High involvement
2) Product symbolism
Zara knows my body shape
I look good in Zara clothes
I feel beautiful
Customer-focused Product
Feel product. High involvement
Product
Customer
-focused
Place
Promotion
Promotion Strategy
Main communication objectives
Inform about the new line
Create positive emotions in
connection to the new line
Generate consumer interest and
Above-the-line: purchase intentions
Print advertising
Bellow-the-line:
Brand communication
PR
Internet
Events
Media cooperation
Advertising Strategy
Consistent with
current strategy
Less is more
Main
communication
message
Brand promise
it takes the high fashion trends and adapts them for the REAL you
Support
Advertising Creative, Production & Placement
Ad tonality
Ad placement
Ad format
Advertising Creative, Production & Placement
Ad tonality
Ad placement
Ad format
Double page spread
Minimum copy
Zara logo
Advertising Creative, Production & Placement
Ad tonality
Ad placement
Ad format High fashion monthly magazines:
Vogue, Marie Claire, Harper’s
Bazaar
Fashion monthly magazines:
Glamour, InStyle, Joy, Petra
Independent magazines:
WAD, Pool
Curvy is the new black
by ZARA
Below-the-line Campaign
Brand
PR Internet Event
COM
Brand
PR Internet Event
COM
Tool: PR lookbook
PR Lookbook
PR Lookbook
PR Lookbook
Below-the-line Campaign
Brand
PR Internet Event
COM
Brand
PR Internet Event
COM
Product
Customer
-focused
Place
Promotion
Pricing Strategy
Product
Customer
-focused
Place
Promotion
Distribution Strategy
IMPLEMENTATION AND
EVALUATION
Implementation Roadmap
Jan Feb Mar April May June July Aug Sept Oct Nov Dec
Website
Development
PR Toolkit
production
Campaign
production
Product
launch / Event
Interactive
launch
Ad campaign
Media
cooperation
PR support
Evaluation
Thank you for your attention!