Market Research

Only available on StudyMode
  • Topic: Marketing, A Coruña, Inditex
  • Pages : 10 (1149 words )
  • Download(s) : 59
  • Published : April 24, 2013
Open Document
Text Preview
ZARA
• Brand Wheel • Zara Business model • Marketing Objective • Marketing vehicle/ Ways • 5 Learning's from Amancio Ortega

Zara – Brand Wheel
Attributes Benefits Values Personality Fashionable clothes, Varied assortment, Trendy colors, feminine cute Fashionable Product lines for moderate costs , Customer- centered business, Runway trends adapted for the streets

Fashion – oriented women, Trendy in every situation, feeling good about looking good Fashion – friendly, Feminine, Hot and trendy

Brand Essence

High – Street Fashion

5 5 keys of Zara Business Model keys of the Zara business Model Store

Teams

Customer

Logistics

Designs/ Production

5 keys of the Zara business Model
Customer
“Main driving force behind the Zara Brand” Lead role in: • Store design • Production • Logistics • Team

Customer

Store

Designs

Logistics

Teams

5 keys of the Zara business Model
Store
“Meeting point between the customer & the Zara Fashion offer.”

a. 1520 + Stores collect information regarding customer demands. b. New products introduced twice a week c. Top locations - 17 visits / year/ customer

d. Meticulously designed shop windows
e. Maximum attention to interior & exterior architectural design f. Appropriate coordination of garments

g. Excellent customer care

Customer

Store

Designs

Logistics

Teams

5 keys of the Zara business Model
Design & Production

“Inspiration comes from the street, music, art… but above all, the stores.” a. Proximity of production facilities b. Immediate reaction to trends c. Continuous work for all teams d. Managers – teams – customer demand – forms, designs, fabrics, compliments e. 1,186 suppliers, 200 designers

Customer

Store

Designs

Logistics

Teams

5 keys of the Zara business Model
Logistics
“ Highly frequent and constant distribution permitting the offer to be constantly renewed.” a. 697 million garments distributed 5000 employees at logistics centers b. Designed with maximum flexibility Logistics c. Customer oriented d. 24hrs – receiving order to store delivery (Europe) e. Designed to absorb growth for next years f. 18% annual discount rates

Customer

Store

Designs

Logistics

Teams

5 keys of the Zara business Model
Teams “ Teams with vast sales knowledge geared to towards the customer.” a. 89,112 professionals b. Customer oriented Teams c. Make the stores a pleasant environment d. Apply corporate, social & environmental responsibility in dayto-day work

Customer

Store

Designs

Logistics

Teams

Marketing Focus
Increase Customer Equity
• Increase consumer satisfaction, decrease 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

Marketing Strategy
• • • • Product Price Place Promotion

Product
1) Back to drawing board
a. Designs products that compliment the full body shape b. Incorporate consumer feedback on most salient attributes

2) Product Symbolism
a. Zara knows my body shape b. I look good in Zara clothes c. I feel beautiful 3) Colors and Material a. Important choice from competitors b. Bring a fresh look ti the plus size segment 4) The Zara label a. Feed on the existing Zara name and values associated with the brand b. Aim at customer loyalty c. Still away from the competitors the variety – seeking customer

Product

Price

Place

Promotion

Promotion Strategy
Main communication objectives
• Inform about the new line • Create positive emotions in connection to the new line • Generate consumer interest & purchase intentions

Above – the – line:
Print Advertising

Below - the – line: Brand communication PR Internet Events Media cooperation` Price Place

Product

Promotion

Advertising Creative, Production & Placement

ZARA Curvy is the new black
Ad format:•Double...
tracking img