Group#17 portfolio
- 1. BAD PROMOTIONS AGENCY Zara: Fast Fashion
- 2. OBJECTIVES • Execute an initial promotional strategy plan to reach more consumers in the target market. • Focus on integrated brand promotion Mass media Direct marketing Banners Branded entertainment
- 3. STRATEGIES • Market Segmentation • Promotional Strategies • Ages 25-35 • Become a brand in consumers’ • Fashionable evoked set and top of the mind. • Price Conscious • Highlight the value consumers • Young professionals will receive • Single/newly married • Establish differentiation • No children • Build brand loyalty through • Socialists customer intimacy • Self-expressive brand positioning
- 4. MASS MEDIA • Ads will run in the top 3 fashion magazines • Ads will feature either brand’s name or key merchandise found in all stores. Refer to the above DKNY ad.
- 5. MASS MEDIA • Billboards will be • Radio Broadcasting will displayed in cities be featured in the cities featuring new store of the new stores. openings. Refer to the GUCCI & Emporio Armani billboards.
- 6. DIRECT MARKETING • Customers on mailing will receive exclusive promotions, consisting of dollar or percentage amounts off their purchase, holiday sales, and free shipping.
- 7. BANNERS • Using search engine marketing and cross-site scripting, Zara would be the first brand to populate when key words were search by consumers. (Red circles indicate where the Zara brand name would appear.)
- 8. BANNERS • Click-through banners and pop under windows will appear when searches are executed on key words that Zara has previously bid on. • Cookies will also place ads on the webpages when consumers have searched key words or visited the Zara e-commerce website. • Banners will be added to fashion sites and social media sites as well
- 9. BRANDED ENTERTAINMENT • Branded entertainment will be a second-hand marketing attempt, placing shopping bags or merchandise in movies relating to the brand.
- 10. REFERENCES Arcadia Group Financial Reports. (2012). “Arcadia Group Financial Results 2010-2011.” Retrieved from http://www.arcadiagroup.co.uk/press-relations/press-releases-1/arcadia-results-2011 Eliasson, G., Kristbjarnardottir, S., & Lopez, C. (2011). Zara. Issuu. Retrieved from http://issuu.com/sandraoskkristbjarnardottir/docs/zarareview Inditex Group. (2012). FY2011 Highlights and Zara, slides 7, 18. Presentation presented at 2011 Results meeting, A Coruna, Spain. Kenna, A. (2011). “Zara Plays Catch-Up with Online Shoppers.” Retrieved from www.businessweek.com Robin, M. (2012). Leading company. Retrieved from http://www.leadingcompany.com.au/big-ideas/no-advertising-no- outsourcing-why-zara-is-beating-expectations-despite-a-languishing-economy/201206151434 Urban Outfitters INC. (2011). Annual review (Rep.). Retrieved from http://investor.urbn.com/phoenix.zhtml?c=115825&p=irol-reportsannual Yan, Betty. (2012). “Fast Fashion: Too Much of a Good Thing.” Retrieved from www.arbitragemagazine.com Zara, A Spanish Success Story. (2001). CNN. Retrieved from http://edition.cnn.com/BUSINESS/programs/yourbusiness/stories2001/zara/ Zara and H&M: Fast Fashion on Demand « The Model Management Blog. (2012). The Model Management Blog. Retrieved from http://blog.modelmanagement.com/2010/06/01/zara-and-hm-fast-fashion-on-demand/ Zara (n.d.). Fibre2fashion.com. Retrieved from http://fashiongear.fibre2fashion.com/brand-story/zara/advertisements.asp
Editor's Notes
- #2: The criteria for the portfolio is in the under phase V in the project handout. Feel free to make any changes you would like and I wasn’t sure which background to choose, so feel free to change that as well if you want. The “Zara: Fast Fashion” is supposed to be the company/ brand description, I wasn’t sure what to put for the brand description.
- #5: I forgot to include radio broadcasting, and you can probably make mass media 2 slides. Maybe put magazines and magazine ads on one slide, and billboards and radio broadcasting on the other slide. That way it’s not bunched up.