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Fashionable clothes Varied assortment Trendy colors Feminine cuts Fashionable product lines for moderate costs Customer-centered business Runway trends adapted for the streets Fashion-oriented woman Trendy in every situation Feeling good about looking good Fashion - friendly Feminine Hot and trendy Customer “Main driving force behind the Zara brand.” Starting point for all Zara activities Lead role in: Store design Production Logistics Team 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 / customer Meticulously designed shop windows Maximum attention to interior & exterior architechtual design Appropriate coordination of garments Excellent customer care
Trang 1New Collection Launch | Marketing Plan22.10.2009
Trang 2SITUATION ANALYSIS
Trang 3Zara Brand Wheel
High-Street Fashion
Fashionable clothesVaried assortmentTrendy colorsFeminine cuts
Fashionable product lines for moderate costsCustomer-centered business
Runway trends adapted for the streetsFashion-oriented woman
Trendy in every situation
Feeling good about looking goodFashion - friendly
Feminine Hot and trendy
Brand Essence
Trang 45 Keys of the Zara Business Model
Teams
Trang 55 Keys of the Zara Business Model
“Main driving force behind the Zara brand.”
Starting point for all Zara activitiesLead role in:
• Store design• Production• Logistics• Team
Customer
Trang 6s
Trang 75 Keys of the Zara Business Model
Appropriate coordination of garmentsExcellent customer care
Store
Trang 95 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.
Managers – teams – customer demand – forms, designs, fabrics, compliments
1,186 suppliers, 200 desginers
Design/ Production
Trang 105 Keys of the Zara Business Model
24h – receiving order to store delivery (Europe)
Designed to absorb growth for next years.
Logistics
Trang 125 Keys of the Zara Business Model
“Teams with vast sales knowledge geared to towards the customer.”
89,112 professionalsCustomer oriented.
Make the stores a pleasant environment.Apply corporate, social & environmental responsibility in day-to-day work.
Teams
Trang 13Zara’s Performance
Sales€ 6,824
73 countries1,530
stores 4 new countriesin 2008159 store
openings in 2008Brand Value:
$ 8,609 M
Trang 14Key success factors Differentiation & individualism
Trang 15Customer Focused Product Development
Saturated industryNeed to increase brand value
Responding to current industry trends
Identifying the need for the product in the market
A full-shaped body is a beautiful body
Trang 16Customer Focused Product Development
Saturated industryNeed to increase brand value
Responding to current industry trends
Identifying the need for the product in the market
Market entry barriersDesign challengesExisting customer reactions
“Fat is not fashionable”
Trang 17Consumer Analysis
Today’s fashion consumer:
More choice, more educated, more savvy & demanding
“New breed of shoppers”
Loyalty, variety, freshness
Trang 18Fashion Consumer Behavior Analysis
Trang 19Fashion Consumer Behavior Analysis
Trang 20Fashion Consumer Behavior Analysis
• Projecting a desired self-image
Linked to personal values & needs:
• Express and communicate value• Values guide consumer behavior• Types of values: personal, economic,
aesthetic
Trang 21Fashion Consumer Behavior Analysis
How to generate positive emotions?
• Use the retail environment to positively
influence moods:
• suitable layouts• colors
• effective sales personnel
• emotionally uplifting atmosphere
Impulse buying
Trang 22Fashion Consumer Behavior Analysis
• Fashion oriented: strongly oriented to
fashion involvement: providing sensory or experiential cues of fashion products.
• Created by the symbolic interactions of
the product & the consumer emotional
• Need to understand impulse buying
behavior for fashion products from an
experiential perspective = guidance in
developing strategies
Trang 23Plus Size Consumer Analysis
1 in 3 women are unhappy with the way clothes fit them
Trang 24Plus Size Consumer Behavior
Plus size product
Functional consequence
Cut fitting the body shape
Psychosocial consequence
Feel more attractive
Self esteem: important motivation driver for consumption Consumers tend to assign their own meanings to clothes.
Trang 25Market Analysis
Market Share
PetitePlus SizeNormal
Size2006 2012
Segment growth: 40% increase by 2014.
Trang 264 E-commerce
Trang 27New Line Positioning
High Fashion
High PriceLow
Charming ShoppersM&S
Trang 28New in this segmentsMore experienced competitors
Lack of e-commerceBrand awareness
Brand loyaltySize & growth
High fashion for modest prices
Trang 29Market & Consumer Research
§General objectives
Develop a consumer focused product line and marketing strategy
Reinforce customer focus as the key driver of the Zara brand
§Specific objectives
Strategically segment the marketVisualize 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 core competencies & reinforce brand values with a new twist
§Consistent with our current approach
Trang 30Market & Consumer Research
Warning: limited applicability, short development cycles
Test both the future target consumers& existing ones
Trang 31MARKETING FOCUS
2
Trang 32Strategic Marketing Objectives
Overall marketing objectives: increase customer equity
Increase consumer satisfaction, decrease dissatisfaction of the plus size consumerIncrease purchase frequency among plus size customers
Continue to grow by extending the Zara fashion brand
Increase brand awareness and favorable attitudes among consumers
Trang 33Zara for every woman STP
Main
segmentDemographicsPsychographicsBenefits 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 looksEnjoy shopping and socializingHectic lifestyle
Clothes that fit their body shape and make them look beautiful
Trang 34Zara for every woman Positioning
Fast high fashion at affordable prices
The only true fashion
brand that thinks about your body shape, respects it and
designs especially for it
Trang 35MARKETING STRATEGY
Trang 36Integrated Marketing Communication Strategy
Holistic approach
Trang 37Customer-focused Product
Feel product High involvement
1) Back to the drawing board
Design products that complement the full body shape
Incorporate consumer feedback on most salient attributes
2) Product symbolism
Zara knows my body shapeI look good in Zara clothesI feel beautiful
Trang 38Customer-focused Product
Feel product High involvement
3) Colors and material
Important choice for perceived quality of the products
Differentiate Zara from competitorsBring a fresh look to the plus size segment
4) The ZARA label
Feed on the existing Zara name and values associated with the brandAim at customer loyalty
Trang 39Integrated Marketing Communication Strategy
Customer-focused
Trang 40Main communication objectives
Inform about the new lineCreate positive emotions in connection to the new line
Generate consumer interest and purchase intentions
Trang 41Advertising Strategy
Main
communication message
USP: The only true fashion brand to consider your body shape
Trang 42Advertising Idea Generation
Target consumerBrand name
is the fashion expertfor your wardrobeForthe full body shape woman,Zara
Brand characterProduct / Competitive Frame
that helps you look the best you can because
Brand promise
it takes the high fashion trends and adapts them for the REAL you
Advertising Positioning Formula
Trang 43Advertising Creative, Production & Placement
High fashion look
Full shape body model
Body shape revealed: curved lines should not be hidden
Metaphor: dominance, power of the portrayed women
Periperal cue: released sexuality , element of surprize
Ad tonality
Trang 44Advertising Creative, Production & Placement
Trang 45Advertising Creative, Production & Placement
Ad formatAd placementHigh fashion monthly magazines:
Vogue, Marie Claire, Harper’s Bazaar
Fashion monthly magazines:
Glamour, InStyle, Joy, Petra
Independent magazines:
WAD, Pool
Ad tonality
Trang 47Below-the-line Campaign
Brand
CSR: design competition for fashion students
Possible media cooperation with reality shows such as Project Runway
Goal: promote inclusiveness and individualism
Trang 48Below-the-line Campaign
Brand
Efficient product placement in magazines
Editorial coverage without advertising expense
Goal: make a sincere proposition to the
REAL woman, use the journalist as an
Trang 49PR Lookbook
Trang 52Below-the-line Campaign
Brand
Use the website as a main communication channelFeature the CSR initiative to build
awarenessFeature viral videosInclude advices on different body
shapes and product cuts
Trang 53Below-the-line Campaign
Brand
Line launch event in 3 key stores in Europe: Madrid, Milan, and LondonTheme: Zara celebrates diversity with a new line
Goal: offer the real experience of the brand and what it stands for
Trang 54Integrated Marketing Communication Strategy
Holistic approach
Trang 55Pricing Strategy
The new line is more inclusive, and not exclusive: Follow the brand pricing strategies
Affordable prices, good quality
No deviation from what Zara is as brand: consistency across lines
Trang 56Integrated Marketing Communication Strategy
Holistic approach
Trang 57Distribution 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 pulse of the market
Trang 58IMPLEMENTATION AND EVALUATION
4
Trang 59Implementation Roadmap
Jan FebMarApril May June JulyAugSept Oct Nov Dec
Website DevelopmentPR Toolkit productionCampaign production
Product launch
/ Event
Interactive launch
Ad campaignMedia
cooperationPR supportEvaluation
Trang 60Thank you for your attention!