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Zara Fashion Marketing
- 1. 1 MARKETING PLAN ZARA || ARSALAN AKHTAR
- 2. CONTENTS BRAND OBJECTIVE BRAND VALUES MARKETING PLAN ARCHITECTURE STRATEGY COMMUNICATION : MONTH OF PR COMMUNICATION : MONTH OF ACTIVATIONS COMMUNICATION : MONTH OF DIRECT MARKETING COMMUNICATION : MONTH OF SPORTSMARKETING COMMUNICATION : MONTH OF DIGITAL MARKETING COMMUNICATION : MONTH OF PARTNERSHIP
- 3. THE BRAND OBJECTIVE OBJECTIVE •Enhance penetration in target market by 25%YOY •Deliver our “brand values” and “brand promise” to the globalmarket MEASURED BY •Volume growth from current target market •Measure top of mind awareness with previous year •Measure unaided recall of fashion relevance with Zara
- 4. THE BRAND
- 5. The Brand Zara Brand Values INSPIRED We seek out and imaginatively source the best in the world; open-minded, looking outside the category, to be inspired by people and ideas that make a positive diWerence. RESPECT For every Guest. We treat every Guest as an individual. GENEROSITY hospitality delivered with a spirit of generosity and luxury. As good hosts we are determined to make your journey special and to indulge you. CAN-DO The empowered, can-do attitude: Making things happen; ambitious but always considered.
- 6. THE MARKETING PLAN Divided into communication delivery platforms
- 7. The Plan Architecture COMMUNICATION: MONTH OF DIRECT MARKETING FASHION INSURANCE A premium paid by customer every quarter which ensures that customer get’s most fashionable attire in country. This premium get’s maximum if you pay the highest premium for insurance against global trends. Target Market : Innovators Legal constraints : Deciding on the parameters of what may be considered latest in customer’s view
- 8. The Plan Architecture COMMUNICATION: MONTH OF ACTIVATIONS FASHION CURRENCY NOTES Working with State Bank of UK to introduce especial stylish actual currency notes of 29.99 and 39.99 which are common price tags displaying affordable fashion. Target Market : Masses Legal constraints : Strong diplomatic pressure against it.
- 9. The Plan Architecture COMMUNICATION: MONTH OF PR DRESSED BY NATURE. We will pick photos of top destinations from each country and make a camouflage print for that cloth. SUGAR COATED DRESS We will make sugar flavored cloth and place it in the centre of a field. Bees, insects, flies and birds will begin to appear making a design on this cloth. This new fabric design will be then be made into a proper dress. Target Market : World is going towards natural things Legal constraints : The use on insects may cause infestation.
- 10. The Plan Architecture COMMUNICATION: MONTH OF SPORTS MARKETING STYLING ENGLISH CRICKET TEAM Zara sponsors cricket jerseys of the England cricket team. Every cricketer depending on their age and our product line will BE wearing a design , making the English cricket team the most stylish in the world.
- 11. The Plan ArchitectureCOMMUNICATION: MONTH OF DIGITAL MARKETING PERPETUAL FASHION A digital app that’s scans your current favorite dress and incorporate latest design trends into it every month which will be your copyright across the world.
- 12. The Plan Architecture COMMUNICATION: MONTH OF PARTNERSHIPMARKETING VISA AND FASHION Whenever a person gets a visa to country (especially Asia and North America), he will get Zara fashion points stamped on his passport. This will show that Zara is available everywhere. Target Market : Global customers Legal constraints : There is no such lay which stops a country to stamp in a typical way.
- 13. 1 THANK YOU QUESTIONS | FEEDBACK