Zara Marketing Plan

New assortment Launch | Marketing Plan 22. 10. 2009 1 SITUATION ANALYSIS Zara Brand Wheel Fashionable garments Varied grouping Trendy hues Feminine cuts Fashionable product offerings for moderate costs Customer- ­? focused business Runway patterns adjusted for the boulevards Brand Essence Fashion- ­? arranged lady Trendy in each situaFon Feeling great about looking great Fashion -  ­? agreeable Feminine Hot and in vogue High-Street Fashion The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research 5 Keys of the Zara Business Model Store Teams Customer Logis4csDesign/Produc4on The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research 5 Keys of the Zara Business Model Customer â€Å"Main main impetus behind the Zara brand. † Star%ng point for all Zara ac%vi%es Customer Lead job in: †¢? Store structure †¢? Produc%on †¢? Logis%cs †¢? Group Th e Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research s The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research 5 Keys of the Zara Business Model Store â€Å"Mee4ng oint between the client and the Zara style o? er. † 1,520 stores gather informa%on in regards to client requests. New items presented two times per week. Top loca%ons †17 visits/year/client Me%culously structured shop windows Maximum aJen%on to inside and outside architechtual configuration Appropriate coordina%on of pieces of clothing Excellent client care The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research 5 Keys of the Zara Business Model Design and ProducFon â€Å"Inspira4on originates from the road, music, craftsmanship †¦ yet most importantly, the store. † Proximity of roduc%on facili%es Immediate reac%on to pa tterns. Con%nuous work for all groups. Directors †groups †client request †structures, plans, textures, praises Design/Produc4on 1,186 providers, 200 desginers The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research 5 Keys of the Zara Business Model LogisFcs â€Å"Highly continuous and consistent distribu4on permiKng the o? er to be continually restored. † 697 million pieces of clothing disseminated 5,000 workers at logis%cs focuses Logis4cs Designed with greatest ?exibility. Client situated. 24h †getting request to store elivery (Europe) Designed to assimilate development for one years from now. 18% yearly rebate rates. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research 5 Keys of the Zara Business Model Teams â€Å"Tea ms with huge deals information outfitted to towards the client. † 89,112 experts Customer situated. Make the stores a wonderful situation. Apply corporate, social and natural obligation in day- ­? to- ­? day work. Groups The Zara Brand IndustryAnalysis Product Development Consumer Analysis Market Analysis Market and Consumer Research Zara’s Performance 159 store openings in 2008 Brand Value: $ 8,609 M 1,530 stores 4 new nations in 2008 Sales â‚ ¬ 6,824 Million ZARA 73 nations The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research 14 The Industry High road style brand Industry patterns Democra%za%on of extravagance Inclusiveness Street patterns Designer houses Key achievement factors Di? eren%a%on and independence New style purchaser The Zara Brand Industry Analysis Product Development ConsumerAnalysis Market Analysis Market and Consumer Research Customer Focused Product Development Saturated industry Ne ed to expand brand esteem Responding to momentum industry patterns Iden%fying the requirement for the item in the market A full- ­? molded body is a beau4ful body The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research Customer Focused Product Development Market passage boundaries Design difficulties Saturated industry Need to expand brand esteem Responding to ebb and flow industry patterns Iden%fying the requirement for the item in the market Exis%ng client eac%ons â€Å"Fat isn't fashionable† Challenges Opportuni>es The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research Consumer Analysis Today’s style buyer: More decision, progressively taught, more canny and requesting â€Å"New type of shoppers† Loyalty, assortment, newness The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Resea rch Fashion Consumer Behavior Analysis Interest Gives delight and satisfaction Means of self- ­? articulation Involvement Emo%ons Behavior The Zara Brand Industry Analysis ProductDevelopment Consumer Analysis Market Analysis Market and Consumer Research Fashion Consumer Behavior Analysis Interest Hedonics Involvement Purchasing experience Fun, dream, social or emo%onal gra%? ca%on Emo%ons Behavior Impulse purchasing The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research Fashion Consumer Behavior Analysis Interest Hedonics Involvement Importance: †¢? Shoppers aJach significance to their garments †¢? Job of design in the public arena Drivers: †¢? Individual mo%ves †¢? Projec%ng an ideal self- ­? picture Linked to individual qualities and necessities: †¢?Express and convey esteem †¢? Qualities direct purchaser conduct †¢? Kinds of qualities: individual, monetary, aesthe%c Emo%ons Behavio r The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research Fashion Consumer Behavior Analysis Interest Hedonics Involvement Posi%ve versus nega%ve †¢? Shorter choice %mes †¢? More drive purchasing †¢? A sentiment of being unconstrained †¢? Want to remunerate oneself How to produce posi%ve emo%ons? †¢? Utilize the retail condition to posi%vely in? uence dispositions: †¢? appropriate designs, †¢? hues, †¢? e? ec%ve deals work force, †¢? emo%onally pliking air Impulse purchasing Emo%ons Behavior The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research Fashion Consumer Behavior Analysis Interest Hedonics Involvement Impulse purchasing †¢? Design arranged: emphatically situated to mold inclusion: giving tactile or experien%al signals of style items. †¢? Made by the emblematic interac4ons of the item and the customer e mo4onal encounters Emo%ons †¢? Need to comprehend motivation purchasing conduct for style items from an experien4al perspec4ve = direction in creating systems BehaviorThe Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research Plus Size Consumer Analysis 1 out of 3 ladies are discontent with the way garments ?t them 14 upbeat 12 8 16 10 18 6 22 20 24 troubled The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research Plus Size Consumer Behavior AJribute Plus size item Psychosocial result Feel progressively an acFve Func%onal outcome Cut ?[ng the body shape Values Self- ­? regard Self regard: significant moFvaFon driver for consumpFon Consumers will in general allot their own eanings to garments. Garments: over customer conduct The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research Market Analysis 120 Mark et Share 15% PeFte 60% 25% Plus Size Normal 100 80 60 40 20 0 76 100 Size 2006 2012 Segment development: 40% expansion by 2014. Just 5% of retail space is devoted to the +size items The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market and Consumer Research Types of CompeFtors 1 2 3 4 Dedicated Ranges Extension of Size Ranges Designer Bou%ques E- ­? business The Zara Brand IndustryAnalysis Product Development Consumer Analysis Market Analysis Market and Consumer Research New Line PosiFoning High Fashion Zara Torrid H&M BouFques Low Price High Price M&S Charming Shoppers 1 2 Dedicated Ranges Extension of Size Ranges Designer Bou%ques E- ­? trade Market and Consumer Research Junonia 3 4 Low Fashion The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Di? erenFaFon Brand mindfulness Brand faithfulness New in this fragments More experienced compe%tors Lack of e- ­? business Size and development High design at unobtrusive costs Strengths Weaknesses The Zara Brand IndustryAnalysis Product Development Consumer Analysis Market Analysis Market and Consumer Research Zara versus CompeFtors Zara 1,000 new styles/month 200 originators Higher cost of item improvement is more than satisfactorily repaid by higher acknowledged edges Strategy: reacFve, not predicFve CompeFtors 3- ­? 5 months: form the thoughts into physical examples Sales spending plans and stock plans created one year in front of the focused on styles Few weeks/months to obtain textures, have them endorsed by the retailer †produce various examples †put tests in producFon The Zara Brand Product advancement Industry Analysis