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Zara Marketing Campaign Design

The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.

The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.

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Zara Marketing Campaign Design

  1. 1. New Collection Launch | Marketing Plan<br />22.10.2009<br />
  2. 2. Situation analysis<br />1<br />
  3. 3. Zara Brand Wheel<br />Fashionable clothes<br />Varied assortment<br />Trendy colors<br />Feminine cuts<br />Fashionable product lines for moderate costs<br />Customer-centered business<br />Runway trends adapted for the streets<br />Fashion-oriented woman<br />Trendy in every situation<br />Feeling good about looking good<br />Fashion - friendly<br />Feminine <br />Hot and trendy<br />Attributes<br />Benefits<br />Values<br />Personality<br />Brand Essence<br />High-Street Fashion<br />
  4. 4. 5 Keys of the Zara Business Model<br />Store<br />Teams<br />Customer<br />Logistics<br />Design/<br />Production<br />
  5. 5. 5 Keys of the Zara Business Model<br />Customer<br />“Main driving force behind the Zara brand.”<br />Starting point for all Zara activities<br />Lead role in:<br /><ul><li>Store design
  6. 6. Production
  7. 7. Logistics
  8. 8. Team </li></ul>Customer<br />
  9. 9. s<br />
  10. 10. 5 Keys of the Zara Business Model<br />Store<br />Store<br />“Meeting point between the customer and the Zara fashion offer.”<br />1,520 stores collect information regarding customer demands.<br />New products introduced twice a week.<br />Top locations – 17 visits / year / customer<br />Meticulously designed shop windows<br />Maximum attention to interior & exterior architechtual design<br />Appropriate coordination of garments<br />Excellent customer care<br />
  11. 11.
  12. 12. 5 Keys of the Zara Business Model<br />Design & Production<br />“Inspiration comes from the street, music, art … but above all, the store.”<br />Proximity of production facilities<br />Immediate reaction to trends.<br />Continuous work for all teams.<br />Managers – teams – customer demand – forms, designs, fabrics, compliments<br />1,186 suppliers, 200 desginers<br />Design/ Production<br />
  13. 13. 5 Keys of the Zara Business Model<br />Logistics<br />“Highly frequent and constant distribution permitting the offer to be constantly renewed.”<br />697 million garments distributed<br />5,000 employees at logistics centers<br />Designed with maximum flexibility.<br />Customer oriented.<br />24h – receiving order to store delivery (Europe)<br />Designed to absorb growth for next years.<br />18% annual discount rates.<br />Logistics<br />
  14. 14.
  15. 15. 5 Keys of the Zara Business Model<br />Teams<br />“Teams with vast sales knowledge geared to towards the customer.”<br />89,112 professionals<br />Customer oriented.<br />Make the stores a pleasant environment.<br />Apply corporate, social & environmental responsibility in day-to-day work.<br />Teams<br />
  16. 16. Zara’s Performance<br />159 store <br />openings in 2008<br />1,530 stores<br />4 new countries<br />in 2008<br />Brand Value:<br />$ 8,609 M<br />ZARA<br />Sales<br />€ 6,824 Million<br />73 countries<br />
  17. 17. The Industry<br />High street fashion brand<br />14<br />Industry trends<br />Democratization of luxury<br />Inclusiveness<br />Street trends<br />Designer houses<br />Key success factors<br />Differentiation & individualism<br />New fashion consumer<br />
  18. 18. Customer Focused Product Development<br />Saturated industry<br />Need to increase <br />brand value<br />Responding to current <br />industry trends<br />Identifying the need for the <br />product in the market<br />A full-shaped body is a beautiful body<br />
  19. 19. Customer Focused Product Development<br />Market entry barriers<br />Saturated industry<br />Design challenges<br />Need to increase <br />brand value<br />Existing customer reactions<br />Responding to current <br />industry trends<br />Identifying the need for the <br />product in the market<br />“Fat is not fashionable” <br />Opportunities<br />Challenges<br />
  20. 20. Consumer Analysis<br /> Today’s fashion consumer:<br />More choice, more educated, more savvy & demanding <br />“New breed of shoppers”<br />Loyalty, variety, freshness<br />
  21. 21. Fashion Consumer Behavior Analysis<br />Interest<br />Gives pleasure & enjoyment <br />Means of self-expression<br />Involvement<br />Emotions<br />Behavior<br />
  22. 22. Fashion Consumer Behavior Analysis<br />Interest<br />Purchasing experience<br />Fun, fantasy, social or emotional gratification<br />Hedonics<br />Involvement<br />Emotions<br />Impulse buying<br />Behavior<br />
  23. 23. Fashion Consumer Behavior Analysis<br />Interest<br />Importance:<br /><ul><li>Consumers attach meaning to their clothes
  24. 24. Role of fashion in society</li></ul>Drivers:<br /><ul><li>Individual motives
  25. 25. Projecting a desired self-image</li></ul>Linked to personal values & needs:<br /><ul><li>Express and communicate value
  26. 26. Values guide consumer behavior
  27. 27. Types of values: personal, economic, aesthetic</li></ul>Hedonics<br />Involvement<br />Emotions<br />Behavior<br />
  28. 28. Fashion Consumer Behavior Analysis<br />Interest<br />Positive vs. negative<br /><ul><li>Shorter decision times
  29. 29. More impulse buying
  30. 30. A feeling of being unconstrained
  31. 31. Desire to reward oneself</li></ul>How to generate positive emotions?<br /><ul><li>Use the retail environment to positively influence moods:
  32. 32. suitable layouts
  33. 33. colors
  34. 34. effective sales personnel
  35. 35. emotionally uplifting atmosphere</li></ul>Hedonics<br />Involvement<br />Emotions<br />Behavior<br />Impulse buying<br />
  36. 36. Fashion Consumer Behavior Analysis<br />Interest<br />Impulse buying<br /><ul><li>Fashion oriented: strongly oriented to fashion involvement: providing sensory or experiential cues of fashion products.
  37. 37. Created by the symbolic interactions of the product & the consumer emotional experiences
  38. 38. Need to understand impulse buying behavior for fashion products from an experiential perspective = guidance in developing strategies </li></ul>Hedonics<br />Involvement<br />Emotions<br />Behavior<br />
  39. 39. Plus Size Consumer Analysis<br />1 in 3 women are unhappy with the way clothes fit them<br />14<br />12<br />8<br />16<br />10<br />18<br />6<br />22<br />20<br />24<br />unconfident <br />confident<br />
  40. 40. Plus Size Consumer Behavior<br />Self esteem: important motivation driver for consumption <br />Consumers tend to assign their own meanings to clothes.<br />Clothing: overt consumer behavior<br />
  41. 41. Market Analysis<br />Segment growth: 40% increase by 2014.<br />Only 5% of retail space is dedicated to the +size products<br />
  42. 42. Types of Competitors<br />Dedicated Ranges<br />1<br />Extension of Size Ranges<br />2<br />Designer Boutiques<br />3<br />E-commerce<br />4<br />
  43. 43. New Line Positioning<br />High Fashion<br />Boutiques<br />Zara<br />Torrid<br />1<br />H&M<br />2<br />High Price<br />Low Price<br />3<br />Charming Shoppers<br />M&S<br />Dedicated Ranges<br />4<br />Extension of Size Ranges<br />Junonia<br />Designer Boutiques<br />E-commerce<br />Low Fashion<br />
  44. 44. Differentiation<br />Brand awareness<br />New in this segments<br />Brand loyalty<br />More experienced <br />competitors<br />Size & growth<br />Lack of e-commerce<br />High fashion for modest prices<br />Weaknesses<br />Strengths<br />
  45. 45. Market & Consumer Research<br />General objectives<br />Develop a consumer focused product line and marketing strategy <br />Reinforce customer focus as the key driver of the Zara brand<br />Specific objectives<br />Strategically segment the market<br />Visualize the impact of the new line<br />Integrate consumer input into development<br />Strategically plan the integration of the new line within the existing business model – use core competencies & reinforce brand values with a new twist<br />Consistent with our current approach<br />
  46. 46. Market & Consumer Research<br />1<br />2<br />Qualitative <br />Goals: Insights into the mind of the consumer<br />Focus Group<br />new product idea & concept exploration<br />gain more insights into our product positioning<br />test communication strategies<br />Test marketing<br />Test product attributes in terms of fit, cuts, colors, communication & marketing strategy<br />Quantitative<br />Goals: Gather data on consumer attitudes, past behaviors, intended behaviors<br />Warning: limited applicability, short development cycles<br />Test both the future target consumers& existing ones<br />Secondary research<br />Integrate consumer input into product development<br />Post-purchase evaluations<br />
  47. 47. Marketing focus<br />2<br />
  48. 48. Strategic Marketing Objectives<br />Overall marketing objectives: increase customer equity<br />Increase consumer satisfaction, decrease dissatisfaction of the plus size consumer<br />Increase purchase frequency among plus size customers<br />Continue to grow by extending the Zara fashion brand<br />Increase brand awareness and favorable attitudes among consumers<br />
  49. 49. Zara for every woman STP<br />Plus size, full shape body women<br />Clothes that fit their body shape and make them look beautiful<br />Demographics<br />Psychographics<br />Benefits sought<br />Main segment<br />Interested in fashion trends<br />Conscious about their looks<br />Enjoy shopping and socializing<br />Hectic lifestyle<br />Aged 18-40<br />Work in big cities / pursuing higher-level education <br />Mid-range income<br />
  50. 50. Zara for every woman Positioning<br />
  51. 51. Marketing strategy<br />3<br />
  52. 52. Integrated Marketing Communication Strategy<br />Holistic approach<br />Price<br />Product<br />Customer-focused<br />Place<br />Promotion<br />
  53. 53. Customer-focused Product <br />Feel product. High involvement<br />Back to the drawing board<br /> Design products that complement the full body shape<br /> Incorporate consumer feedback on most salient attributes<br />2) Product symbolism<br /> Zara knows my body shape<br /> I look good in Zara clothes<br /> I feel beautiful<br />
  54. 54. Customer-focused Product <br />Feel product. High involvement<br />3) Colors and material<br /> Important choice for perceived quality of the products<br /> Differentiate Zara from competitors<br /> Bring a fresh look to the plus size segment<br />4) The ZARA label<br /> Feed on the existing Zara name and values associated with the brand<br /> Aim at customer loyalty<br /> Still away from the competitors the variety-seeking customer<br />
  55. 55. Integrated Marketing Communication Strategy<br />Holistic approach<br />Price<br />Product<br />Customer-focused<br />Place<br />Promotion<br />
  56. 56. Promotion Strategy<br />Main communication objectives<br />Inform about the new line<br />Create positive emotions in connection to the new line<br />Generate consumer interest and purchase intentions<br />Above-the-line: Print advertising<br />Bellow-the-line: <br />Brand communication<br />PR<br />Internet<br />Events<br />Media cooperation<br />
  57. 57. Advertising Strategy<br />Consistent with current strategy<br />Less is more<br />Main communication message<br />USP: The only true fashion brand to consider your body shape<br />Emotional appeal<br />Support line launch only with print advertising<br />
  58. 58. Advertising Idea Generation<br />the full body shape woman,<br />For<br />Zara<br />Brand name<br />Target consumer<br />is the fashion expert<br />for your wardrobe<br />Brand character<br />Product / Competitive Frame<br />that helps you look the best you can because<br />Brand promise<br />it takes the high fashion trends and adapts them for the REAL you<br />Support<br />Advertising Positioning Formula<br />
  59. 59. Advertising Creative, Production & Placement<br />High fashion look <br />Full shape body model<br />Body shape revealed: curved lines should not be hidden<br />Metaphor: dominance, power of the portrayed women<br />Periperal cue: released sexuality , element of surprize<br />Ad tonality<br />Ad placement<br />Ad format<br />
  60. 60. Advertising Creative, Production & Placement<br />Curvy is the new black<br />Ad tonality<br />Ad placement<br />Ad format<br />Double page spread<br />Minimum copy<br />Zara logo<br />
  61. 61. Advertising Creative, Production & Placement<br />Ad tonality<br />Ad placement<br />High fashion monthly magazines: Vogue, Marie Claire, Harper’s Bazaar<br />Fashion monthly magazines: Glamour, InStyle, Joy, Petra<br />Independent magazines: <br />WAD, Pool<br />Ad format<br />
  62. 62. Curvy is the new black <br />by ZARA<br />
  63. 63. Below-the-line Campaign<br />Brand COM<br />PR<br />Internet<br />Event<br />CSR: design competition for fashion students<br />Possible media cooperation with reality shows such as Project Runway<br />Goal: promote inclusiveness and individualism<br />
  64. 64. Below-the-line Campaign<br />Brand COM<br />PR<br />Internet<br />Event<br />Efficient product placement in magazines<br />Editorial coverage without advertising expense<br />Goal: make a sincere proposition to the REAL woman, use the journalist as an expert source to build brand trust<br />Tool: PR lookbook<br />
  65. 65. PR Lookbook<br />
  66. 66. PR Lookbook<br />
  67. 67. PR Lookbook<br />
  68. 68. Below-the-line Campaign<br />Brand COM<br />PR<br />Internet<br />Event<br />Use the website as a main communication channel<br />Feature the CSR initiative to build awareness<br />Feature viral videos<br />Include advices on different body shapes and product cuts<br />Use the online communities to reach the hip, young, tech savvy women<br />
  69. 69. Below-the-line Campaign<br />Brand COM<br />PR<br />Internet<br />Event<br />Line launch event in 3 key stores in Europe: Madrid, Milan, and London<br />Theme: Zara celebrates diversity with a new line<br />Goal: offer the real experience of the brand and what it stands for<br />
  70. 70. Integrated Marketing Communication Strategy<br />Holistic approach<br />Price<br />Product<br />Customer-focused<br />Place<br />Promotion<br />
  71. 71. Pricing Strategy<br />The new line is more inclusive, and not exclusive: Follow the brand pricing strategies<br />Affordable prices, good quality<br />No deviation from what Zara is as brand: consistency across lines<br />
  72. 72. Integrated Marketing Communication Strategy<br />Holistic approach<br />Price<br />Product<br />Customer-focused<br />Place<br />Promotion<br />
  73. 73. Distribution Strategy<br />Store atmosphere<br />Zara typical store layout, wide open spaces<br />Create enjoyment of shopping in the store(positive emotions | comfortable feeling | impulse buying | spending more than planned)<br />Line having its own section in the store, consistent with current store space distribution<br />The store as an important communication channel<br />Consistent and strong store image, high store loyalty<br />Point of interaction with the clients: store staff gathering important feedback, taking the pulse of the market<br />
  74. 74. Implementation and Evaluation<br />4<br />
  75. 75. Implementation Roadmap<br />
  76. 76. Thank you for your attention!<br />