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1、,New Collection Launch|Marketing Plan22.10.2009,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 designProductionLogisticsTeam,s,5 Keys
2、 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 interior&exter
3、ior 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 work for all teams.Ma
4、nagers 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 distributed5,000 employees at logistics centersDesigne
5、d 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 professionalsCustomer oriented.M
6、ake 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 countriesin 2008,159 store openings in 2008,Brand Value:$8,609 M,The Industry,High street fashion brand,14,Industry
7、 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,Identifying the need for the pro
8、duct 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 challenges,Existing customer reactions,
9、“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,Behavior,Gives pleasure&enjoyment Means of se
10、lf-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,Behavior,Importance:Consumers attach meaning to
11、 their clothes Role of fashion in societyDrivers:Individual motivesProjecting a desired self-imageLinked to personal values&needs:Express and communicate valueValues guide consumer behaviorTypes of values:personal,economic,aesthetic,Fashion Consumer Behavior Analysis,Interest,Involvement,Hedonics,Em
12、otions,Behavior,Positive vs.negativeShorter decision timesMore impulse buyingA feeling of being unconstrainedDesire to reward oneselfHow to generate positive emotions?Use the retail environment to positively influence moods:suitable layoutscolorseffective sales personnelemotionally uplifting atmosph
13、ere,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.Created by the symbolic interactions of the product&the consumer em
14、otional 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 them,confident,unconfident,14,12,8,16,10,18,6,22,20,24,Plus Size Consume
15、r 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 space is dedicated to the+size products,Types of Competitors,Dedicated Range
16、s,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,Designer Boutiques,E-commerce,Differentiation,New in this segments,More experi
17、enced competitors,Lack of e-commerce,Brand awareness,Brand loyalty,Size&growth,High fashion for modest prices,Strengths,Weaknesses,Market&Consumer Research,General objectivesDevelop a consumer focused product line and marketing strategy Reinforce customer focus as the key driver of the Zara brandSpe
18、cific objectivesStrategically segment the marketVisualize the impact of the new lineIntegrate consumer input into developmentStrategically plan the integration of the new line within the existing business model use core competencies&reinforce brand values with a new twistConsistent with our current
19、approach,Market&Consumer Research,Qualitative Goals:Insights into the mind of the consumerFocus Groupnew product idea&concept explorationgain more insights into our product positioningtest communication strategiesTest marketingTest product attributes in terms of fit,cuts,colors,communication&marketi
20、ng strategy,QuantitativeGoals:Gather data on consumer attitudes,past behaviors,intended behaviorsWarning:limited applicability,short development cyclesTest both the future target consumers&existing onesSecondary researchIntegrate consumer input into product developmentPost-purchase evaluations,1,2,M
21、arketing focus,2,Strategic Marketing Objectives,Overall marketing objectives:increase customer equity,Increase consumer satisfaction,decrease dissatisfaction of the plus size consumer,Increase purchase frequency among plus size customers,Continue to grow by extending the Zara fashion brand,Increase
22、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 18-40Work in big cities/pursuing higher-level education Mid-range income,Interested in fashion trendsConscious about their lo
23、oksEnjoy shopping and socializingHectic lifestyle,Clothes that fit their body shape and make them look beautiful,Zara for every woman Positioning,Marketing strategy,3,Integrated Marketing Communication Strategy,Holistic approach,Customer-focused Product,Feel product.High involvement,Back to the draw
24、ing 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 clothesI feel beautiful,Customer-focused Product,Feel product.High involvement,3)Colors and materialImportant choice for
25、 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 associated with the brandAim at customer loyaltyStill away from the competitors the variety-seeking customer,Integrated Marketing
26、 Communication Strategy,Holistic approach,Promotion Strategy,Above-the-line:Print advertising,Bellow-the-line:Brand communicationPRInternetEventsMedia cooperation,Main communication objectivesInform about the new lineCreate positive emotions in connection to the new lineGenerate consumer interest an
27、d purchase intentions,Advertising Strategy,Main communication message,USP:The only true fashion brand to consider your body shapeEmotional appeal,Less is more,Support line launch only with print advertising,Consistent with current strategy,Advertising Idea Generation,Advertising Positioning Formula,
28、Advertising Creative,Production&Placement,High fashion look Full shape body modelBody shape revealed:curved lines should not be hiddenMetaphor:dominance,power of the portrayed womenPeriperal cue:released sexuality,element of surprize,Ad format,Ad placement,Ad tonality,Advertising Creative,Production
29、&Placement,Ad format,Ad placement,Ad tonality,Curvy is the new black,Double page spreadMinimum copyZara logo,Advertising Creative,Production&Placement,Ad format,Ad placementHigh fashion monthly magazines:Vogue,Marie Claire,Harpers BazaarFashion monthly magazines:Glamour,InStyle,Joy,PetraIndependent
30、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 fashion studentsPossible media cooperation with reality shows such as Project RunwayGoal:promote inclusiveness and individualism,Below-the-line Campaign,Brand
31、COM,PR,Internet,Event,Efficient product placement in magazinesEditorial coverage without advertising expenseGoal:make a sincere proposition 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
32、COM,PR,Internet,Event,Use the website as a main communication channelFeature the CSR initiative to build awarenessFeature viral videosInclude 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,Inter
33、net,Event,Line launch event in 3 key stores in Europe:Madrid,Milan,and LondonTheme:Zara celebrates diversity with a new lineGoal: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
34、,and not exclusive:Follow the brand pricing strategiesAffordable prices,good qualityNo deviation from what Zara is as brand:consistency across lines,Integrated Marketing Communication Strategy,Holistic approach,Distribution Strategy,The store as an important communication channelConsistent and stron
35、g store image,high store loyaltyPoint of interaction with the clients:store staff gathering important feedback,taking the 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!,
