2009-2010年度Zara新品上市推广计划--New Collection Launch Marketing Plan.ppt

1、,New Collection Launch | Marketing Plan 22.10.2009,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 activities Lead role in: Store design Production Logistics Tea

2、m,s,5 Keys 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 / customer Meticulously designed shop windows Maximum attenti

3、on to interior & exterior architechtual design Appropriate coordination of garments Excellent 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 facilities Immediate reaction to trends.

4、 Continuous work for all teams. Managers teams customer demand forms, designs, fabrics, compliments 1,186 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 distributed 5

5、,000 employees at logistics centers Designed 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

6、 customer.” 89,112 professionals Customer oriented. Make 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 countries in 2008,159 store openings in 2008,Brand Value:

7、$ 8,609 M,The Industry,High street fashion brand,14,Industry trends,Democratization of luxury Inclusiveness Street trends Designer houses,Key success factors,Differentiation & individualism New fashion consumer,Customer Focused Product Development,Saturated industry,Need to increase brand value,Resp

8、onding to current industry trends,Identifying the need for the product 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,Ma

9、rket entry barriers,Design challenges,Existing customer reactions,“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,Int

10、erest,Involvement,Emotions,Behavior,Gives pleasure & enjoyment Means of self-expression,Fashion Consumer Behavior Analysis,Interest,Involvement,Hedonics,Emotions,Behavior,Purchasing experience Fun, fantasy, social or emotional gratification,Impulse buying,Fashion Consumer Behavior Analysis,Interest,

11、Involvement,Hedonics,Emotions,Behavior,Importance: Consumers attach meaning to their clothes Role of fashion in society Drivers: Individual motives Projecting a desired self-image Linked to personal values & needs: Express and communicate value Values guide consumer behavior Types of values: persona

12、l, economic, aesthetic,Fashion Consumer Behavior Analysis,Interest,Involvement,Hedonics,Emotions,Behavior,Positive vs. negative Shorter decision times More impulse buying A feeling of being unconstrained Desire to reward oneself How to generate positive emotions? Use the retail environment to positi

13、vely influence moods: suitable layouts colors effective sales personnel emotionally uplifting atmosphere,Impulse buying,Fashion Consumer Behavior Analysis,Interest,Involvement,Hedonics,Emotions,Behavior,Impulse buying Fashion oriented: strongly oriented to fashion involvement: providing sensory or e

14、xperiential cues of fashion products. Created by the symbolic interactions of the product & the consumer emotional experiences Need to understand impulse buying behavior for fashion products from an experiential perspective = guidance in developing strategies,Plus Size Consumer Analysis,1 in 3 women

15、 are unhappy with the way clothes fit them,confident,unconfident,14,12,8,16,10,18,6,22,20,24,Plus Size Consumer 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:

16、40% increase by 2014.,Only 5% of retail space is dedicated to the +size products,Types of Competitors,Dedicated Ranges,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,Ded

17、icated Ranges,Extension of Size Ranges,Designer Boutiques,E-commerce,Differentiation,New in this segments,More experienced competitors,Lack of e-commerce,Brand awareness,Brand loyalty,Size & growth,High fashion for modest prices,Strengths,Weaknesses,Market & Consumer Research,General objectives Deve

18、lop a consumer focused product line and marketing strategy Reinforce customer focus as the key driver of the Zara brand Specific objectives Strategically segment the market Visualize the impact of the new line Integrate consumer input into development Strategically plan the integration of the new li

19、ne within the existing business model use core competencies & reinforce brand values with a new twist Consistent with our current approach,Market & Consumer Research,Qualitative Goals: Insights into the mind of the consumer Focus Group new product idea & concept exploration gain more insights into o

20、ur product positioning test communication strategies Test marketing Test product attributes in terms of fit, cuts, colors, communication & marketing strategy,Quantitative Goals: Gather data on consumer attitudes, past behaviors, intended behaviors Warning: limited applicability, short development cy

21、cles Test both the future target consumers& existing ones Secondary research Integrate consumer input into product development Post-purchase evaluations,1,2,Marketing focus,2,Strategic Marketing Objectives,Overall marketing objectives: increase customer equity,Increase consumer satisfaction, decreas

22、e dissatisfaction of the plus size consumer,Increase purchase frequency among plus size customers,Continue to grow by extending the Zara fashion brand,Increase brand awareness and favorable attitudes among consumers,Zara for every woman STP,Main segment,Demographics,Psychographics,Benefits sought,Pl

23、us size, full shape body women,Aged 18-40 Work in big cities / pursuing higher-level education Mid-range income,Interested in fashion trends Conscious about their looks Enjoy shopping and socializing Hectic lifestyle,Clothes that fit their body shape and make them look beautiful,Zara for every woman

24、 Positioning,Marketing strategy,3,Integrated Marketing Communication Strategy,Holistic approach,Customer-focused Product,Feel product. High involvement,Back to the drawing board Design products that complement the full body shape Incorporate consumer feedback on most salient attributes,2) Product sy

25、mbolism Zara knows my body shape I look good in Zara clothes I feel beautiful,Customer-focused Product,Feel product. High involvement,3) Colors and material Important choice for perceived quality of the products Differentiate Zara from competitors Bring a fresh look to the plus size segment,4) The Z

26、ARA label Feed on the existing Zara name and values associated with the brand Aim at customer loyalty Still away from the competitors the variety-seeking customer,Integrated Marketing Communication Strategy,Holistic approach,Promotion Strategy,Above-the-line: Print advertising,Bellow-the-line: Brand

27、 communication PR Internet Events Media cooperation,Main communication objectives Inform about the new line Create positive emotions in connection to the new line Generate consumer interest and purchase intentions,Advertising Strategy,Main communication message,USP: The only true fashion brand to co

28、nsider your body shape Emotional appeal,Less is more,Support line launch only with print advertising,Consistent with current strategy,Advertising Idea Generation,Advertising Positioning Formula,Advertising Creative, Production & Placement,High fashion look Full shape body model Body shape revealed:

29、curved lines should not be hidden Metaphor: dominance, power of the portrayed women Periperal cue: released sexuality , element of surprize,Ad format,Ad placement,Ad tonality,Advertising Creative, Production & Placement,Ad format,Ad placement,Ad tonality,Curvy is the new black,Double page spread Min

30、imum copy Zara logo,Advertising Creative, Production & Placement,Ad format,Ad placement High fashion monthly magazines: Vogue, Marie Claire, Harpers Bazaar Fashion monthly magazines: Glamour, InStyle, Joy, Petra Independent magazines: WAD, Pool,Ad tonality,Curvy is the new black by ZARA,Below-the-li

31、ne Campaign,Brand COM,PR,Internet,Event,CSR: design competition for fashion students Possible media cooperation with reality shows such as Project Runway Goal: promote inclusiveness and individualism,Below-the-line Campaign,Brand COM,PR,Internet,Event,Efficient product placement in magazines Editori

32、al coverage without advertising expense Goal: make a sincere proposition to the REAL woman, use the journalist as an expert source to build brand trust Tool: PR lookbook,PR Lookbook,PR Lookbook,PR Lookbook,Below-the-line Campaign,Brand COM,PR,Internet,Event,Use the website as a main communication channel Feature the CSR initiative to build awareness Feature viral videos Include advices on different body shapes and product cuts Use the online communities to reach the hip, young, tech savvy women,Below-the-line Campaign,Brand COM,PR,Internet,Event,Line launch event in