Zara Marketing Plan

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New collection Launch | Marketing Plan 22.10.2009

1

SITUATION
 ANALYSIS
 

Zara
 Brand
 Wheel
 

Fashionable
 
 clothes
  Varied
 assortment
  Trendy
 colors
  Feminine
 cuts
  Fashionable
 product
 lines
 
 for
 moderate
 costs
  Customer-­‐centered
 business
  Runway
 trends
 adapted
 for
 the
 streets
 

Brand Essence

Fashion-­‐oriented
 woman
  Trendy
 in
 every
 situaFon
  Feeling
 good
 about
 looking
 good
  Fashion
 -­‐
 friendly
  Feminine
 
  Hot
 and
 trendy
 

High-Street Fashion

The
 Zara
 Brand
  Industry
 Analysis
 

Product
 Development
 

Consumer
 Analysis
 

Market
 Analysis
 

Market
 &
 Consumer
 Research
 

5
 Keys
 of
 the
 Zara
 Business
 Model
 
Store
 

Teams
 

Customer
 
Logis4cs
 

Design/
  Produc4on
 

The
 Zara
 Brand
  Industry
 Analysis
 

Product
 Development
 

Consumer
 Analysis
 

Market
 Analysis
 

Market
 &
 Consumer
 Research
 

5
 Keys
 of
 the
 Zara
 Business
 Model
 

Customer
 
“Main
 driving
 force
 behind
 the
 Zara
 brand.”
  Star%ng
 point
 for
 all
 Zara
 ac%vi%es
 
Customer
 

Lead
 role
 in:
  •  Store
 design
  •  Produc%on
  •  Logis%cs
  •  Team
 
 

The
 Zara
 Brand
  Industry
 Analysis
 

Product
 Development
 

Consumer
 Analysis
 

Market
 Analysis
 

Market
 &
 Consumer
 Research
 

s
 

The
 Zara
 Brand
  Industry
 Analysis
 

Product
 Development
 

Consumer
 Analysis
 

Market
 Analysis
 

Market
 &
 Consumer
 Research
 

5
 Keys
 of
 the
 Zara
 Business
 Model
 
Store
 
Store
 

“Mee4ng
 point
 between
 the
 customer
 and
  the
 Zara
 fashion
 offer.”
  1,520
 stores
 collect
 informa%on
 regarding
  customer
 demands.
  New
 products
 introduced
 twice
 a
 week.
  Top
 loca%ons
 –
 17
 visits
 /
 year
 /
 customer
  Me%culously
 designed
 shop
 windows
  Maximum
 aJen%on
 to
 interior
 &
 exterior
  architechtual
 design
  Appropriate
 coordina%on
 of
 garments
  Excellent
 customer
 care
 

The
 Zara
 Brand
  Industry
 Analysis
 

Product
 Development
 

Consumer
 Analysis
 

Market
 Analysis
 

Market
 &
 Consumer
 Research
 

5
 Keys
 of
 the
 Zara
 Business
 Model
 
Design
 &
 ProducFon
 
“Inspira4on
 comes
 from
 the
 street,
 music,
 art
  …
 but
 above
 all,
 the
 store.”
  Proximity
 of
 produc%on
 facili%es
  Immediate
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