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1、New Collection Launch | Marketing Plan22.10.2009SITUATION ANALYSIS1The Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchZara Brand WheelHigh-Street FashionFashionable clothesVaried assortmentTrendy colorsFeminine cutsFashionable product lines fo
2、r moderate costsCustomer-centered businessRunway trends adapted for the streetsFashion-oriented womanTrendy in every situationFeeling good about looking goodFashion - friendlyFeminine Hot and trendyBrand EssenceThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket
3、& Consumer Research5 Keys of the Zara Business ModelCustomerLogisticsStoreTeamsDesign/ProductionThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer Research5 Keys of the Zara Business ModelCustomer“Main driving force behind the Zara brand.”Starting poi
4、nt for all Zara activitiesLead role in:Store designProductionLogisticsTeam CustomerThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchsThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer Research
5、5 Keys of the Zara Business ModelStore“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 inter
6、ior & exterior architechtual designAppropriate coordination of garmentsExcellent customer careStoreThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer Research5 Keys of the Zara Business ModelDesign & Production“Inspiration comes from the street, music
7、, 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, compliments1,186 suppliers, 200 desginersDesign/ ProductionThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer A
8、nalysisMarket AnalysisMarket & Consumer Research5 Keys of the Zara Business ModelLogistics“Highly frequent and constant distribution permitting the offer to be constantly renewed.”697 million garments distributed5,000 employees at logistics centersDesigned with maximum flexibility.Customer oriented.
9、24h receiving order to store delivery (Europe)Designed to absorb growth for next years.18% annual discount rates.LogisticsThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMar
10、ket AnalysisMarket & Consumer Research5 Keys of the Zara Business ModelTeams“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.TeamsThe
11、 Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchZaras PerformanceZARASales 6,824 Million73 countries1,530 stores4 new countriesin 2008159 store openings in 2008Brand Value:$ 8,609 MThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer Ana
12、lysisMarket AnalysisMarket & Consumer ResearchThe IndustryHigh street fashion brand14Industry trendsDemocratization of luxuryInclusivenessStreet trendsDesigner housesKey success factorsDifferentiation & individualismNew fashion consumerThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer Analy
13、sisMarket AnalysisMarket & Consumer ResearchCustomer Focused Product DevelopmentSaturated industryNeed to increase brand valueResponding to current industry trendsIdentifying the need for the product in the marketA full-shaped body is a beautiful bodyThe Zara BrandIndustry AnalysisProduct Developmen
14、tConsumer AnalysisMarket AnalysisMarket & Consumer ResearchCustomer Focused Product DevelopmentSaturated industryNeed to increase brand valueResponding to current industry trendsIdentifying the need for the product in the marketMarket entry barriersDesign challengesExisting customer reactions“Fat is
15、 not fashionable” ChallengesOpportunitiesThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchConsumer Analysis Todays fashion consumer:More choice, more educated, more savvy & demanding “New breed of shoppers”Loyalty, variety, freshnessThe Zara
16、 BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchFashion Consumer Behavior AnalysisInterestInvolvementEmotionsBehaviorGives pleasure & enjoyment Means of self-expressionThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket Analys
17、isMarket & Consumer ResearchFashion Consumer Behavior AnalysisInterestInvolvementHedonicsEmotionsBehaviorPurchasing experienceFun, fantasy, social or emotional gratificationImpulse buyingThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchFashi
18、on Consumer Behavior AnalysisInterestInvolvementHedonicsEmotionsBehaviorImportance:Consumers attach meaning to their clothes Role of fashion in societyDrivers:Individual motivesProjecting a desired self-imageLinked to personal values & needs:Express and communicate valueValues guide consumer behavio
19、rTypes of values: personal, economic, aestheticThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchFashion Consumer Behavior AnalysisInterestInvolvementHedonicsEmotionsBehaviorPositive vs. negativeShorter decision timesMore impulse buyingA feel
20、ing of being unconstrainedDesire to reward oneselfHow to generate positive emotions?Use the retail environment to positively influence moods: suitable layoutscolorseffective sales personnelemotionally uplifting atmosphereImpulse buyingThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer Analys
21、isMarket AnalysisMarket & Consumer ResearchFashion Consumer Behavior AnalysisInterestInvolvementHedonicsEmotionsBehaviorImpulse buyingFashion oriented: strongly oriented to fashion involvement: providing sensory or experiential cues of fashion products.Created by the symbolic interactions of the pro
22、duct & the consumer emotional experiencesNeed to understand impulse buying behavior for fashion products from an experiential perspective = guidance in developing strategies The Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchPlus Size Consumer
23、 Analysis1 in 3 women are unhappy with the way clothes fit themconfidentunconfident 141281610186222024The Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchPlus Size Consumer BehaviorAttributePlus size productFunctional consequenceCut fitting the
24、 body shapePsychosocial consequenceFeel more attractiveValuesSelf-esteemSelf esteem: important motivation driver for consumption Consumers tend to assign their own meanings to clothes.Clothing: overt consumer behaviorThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisM
25、arket & Consumer ResearchMarket AnalysisSegment growth: 40% increase by 2014.Only 5% of retail space is dedicated to the +size productsThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchTypes of CompetitorsDedicated RangesExtension of Size Ran
26、gesDesigner Boutiques1234E-commerceThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchNew Line PositioningHigh FashionHigh PriceLow FashionLow PriceZaraH&MCharming ShoppersM&STorridJunoniaBoutiquesDedicated RangesExtension of Size RangesDesign
27、er BoutiquesE-commerce1234The Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchDifferentiationNew in this segmentsMore experienced competitorsLack of e-commerceBrand awarenessBrand loyaltySize & growthHigh fashion for modest pricesStrengthsWeakn
28、essesThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchMarket & Consumer ResearchGeneral objectivesDevelop a consumer focused product line and marketing strategy Reinforce customer focus as the key driver of the Zara brandSpecific objectivesS
29、trategically 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 approachThe Zar
30、a BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket & Consumer ResearchMarket & Consumer ResearchQualitative Goals: Insights into the mind of the consumerFocus Groupnew product idea & concept explorationgain more insights into our product positioningtest communication s
31、trategiesTest marketingTest product attributes in terms of fit, cuts, colors, communication & marketing strategyQuantitativeGoals: Gather data on consumer attitudes, past behaviors, intended behaviorsWarning: limited applicability, short development cyclesTest both the future target consumers& exist
32、ing onesSecondary researchIntegrate consumer input into product developmentPost-purchase evaluations12MARKETING FOCUS2Strategic Marketing ObjectivesOverall marketing objectives: increase customer equityIncrease consumer satisfaction, decrease dissatisfaction of the plus size consumerIncrease purchas
33、e frequency among plus size customersContinue to grow by extending the Zara fashion brandIncrease brand awareness and favorable attitudes among consumersZara for every woman STPMain segmentDemographicsPsychographicsBenefits soughtPlus size, full shape body womenAged 18-40Work in big cities / pursuin
34、g higher-level education Mid-range incomeInterested in fashion trendsConscious about their looksEnjoy shopping and socializingHectic lifestyleClothes that fit their body shape and make them look beautifulZara for every woman PositioningFast high fashion at affordable pricesThe only true fashion bran
35、d that thinks about your body shape, respects it and designs especially for itMARKETING STRATEGY3Integrated Marketing Communication StrategyCustomer-focusedPlacePriceProductPromotionHolistic approachCustomer-focused Product Feel product. High involvement1)Back to the drawing boardDesign products tha
36、t complement the full body shapeIncorporate consumer feedback on most salient attributes2) Product symbolismZara knows my body shapeI look good in Zara clothesI feel beautifulCustomer-focused Product Feel product. High involvement3) Colors and materialImportant choice for perceived quality of the pr
37、oductsDifferentiate Zara from competitorsBring a fresh look to the plus size segment4) The ZARA labelFeed on the existing Zara name and values associated with the brandAim at customer loyaltyStill away from the competitors the variety-seeking customerIntegrated Marketing Communication StrategyCustom
38、er-focusedPlacePriceProductPromotionHolistic approachPromotion StrategyAbove-the-line: Print advertisingBellow-the-line: Brand communicationPRInternetEventsMedia cooperationMain communication objectivesInform about the new lineCreate positive emotions in connection to the new lineGenerate consumer i
39、nterest and purchase intentionsAdvertising StrategyMain communication messageUSP: The only true fashion brand to consider your body shapeEmotional appealLess is moreSupport line launch only with print advertisingConsistent with current strategyAdvertising Idea GenerationTarget consumerBrand nameis t
40、he fashion expertfor your wardrobeForthe full body shape woman,ZaraBrand characterProduct / Competitive Framethat helps you look the best you can becauseBrand promiseit takes the high fashion trends and adapts them for the REAL youSupportAdvertising Positioning FormulaAdvertising Creative, Productio
41、n & 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 surprizeAd formatAd placementAd tonalityAdvertising Creative, Production & PlacementAd formatAd p
42、lacementAd tonalityCurvy is the new blackDouble page spreadMinimum copyZara logoAdvertising Creative, Production & PlacementAd formatAd placementHigh fashion monthly magazines: Vogue, Marie Claire, Harpers BazaarFashion monthly magazines: Glamour, InStyle, Joy, PetraIndependent magazines: WAD, PoolA
43、d tonalityCurvy is the new black by ZARABelow-the-line CampaignBrand COMPRInternetEventCSR: design competition for fashion studentsPossible media cooperation with reality shows such as Project RunwayGoal: promote inclusiveness and individualismBelow-the-line CampaignBrand COMPRInternetEventEfficient
44、 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 lookbookPR LookbookPR LookbookPR LookbookBelow-the-line CampaignBrand COMPRInternetEventUse the website
45、 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 womenBelow-the-line CampaignBrand COMPRInternetEventLine launch event in 3 key stor
46、es in Europe: Madrid, Milan, and LondonTheme: Zara celebrates diversity with a new lineGoal: offer the real experience of the brand and what it stands forIntegrated Marketing Communication StrategyCustomer-focusedPlacePriceProductPromotionHolistic approachPricing StrategyThe new line is more inclusi
47、ve, and not exclusive: Follow the brand pricing strategiesAffordable prices, good qualityNo deviation from what Zara is as brand: consistency across linesIntegrated Marketing Communication StrategyCustomer-focusedPlacePriceProductPromotionHolistic approachDistribution StrategyThe store as an importa
48、nt communication channelConsistent and strong store image, high store loyaltyPoint of interaction with the clients: store staff gathering important feedback, taking the pulse of the marketStore atmosphereZara typical store layout, wide open spacesCreate enjoyment of shopping in the store(positive em
49、otions | comfortable feeling | impulse buying | spending more than planned)Line having its own section in the store, consistent with current store space distributionIMPLEMENTATION AND EVALUATION4Implementation RoadmapJanFebMarAprilMay JuneJulyAugSeptOct NovDecWebsite DevelopmentPR Toolkit productionCampaign productionProduct launch / EventInteractive launchAd campaignMedia cooperationPR supportEvaluationThank you for your attention!
