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Bad Promotions Agency

Bad Promotions Agency. Zara: Fast Fashion. 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. Strategies. Market Segmentation Ages 25-35

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Bad Promotions Agency

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  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 • Ages 25-35 • Fashionable • Price Conscious • Young professionals • Single/newly married • No children • Socialists • Promotional Strategies • Become a brand in consumers’ evoked set and top of the mind. • Highlight the value consumers will receive • Establish differentiation • Build brand loyalty through 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 displayed in cities featuring new store openings. Refer to the GUCCI & Emporio Armani billboards. • Radio Broadcasting will be featured in the cities of the new stores.

  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 ZARA • 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

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