Bad Promotions Agency
Download
1 / 19

Bad Promotions Agency - PowerPoint PPT Presentation


  • 87 Views
  • Uploaded on

Bad Promotions Agency. Overview. Zara is one of the world’s top fast fashion brands Owned by world’s top apparel company: Inditex First store opened in Europe in 1975 Product for men, women, & children Recently introduced a home furnishings line. SWOT Analysis. Competitors.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Bad Promotions Agency' - stacie


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

Overview

  • Zara is one of the world’s top fast fashion brands

  • Owned by world’s top apparel company: Inditex

  • First store opened in Europe in 1975

  • Product for men, women, & children

  • Recently introduced a home furnishings line




Positioning Map

High Price

Urban Outfitters

Zara

H&M

TopShop

High Quality

Low Quality

Gap

Forever 21

Wet Seal

Low Price


Target Market

  • 25-35 years old, Gen Y and beginning of Gen X

  • Young professionals, college educated

  • Single or newly married

  • Socialites

  • Price Conscious

  • Fashionable


Message Strategy

Quality doesn’t have to be expensive. If you shop with Zara we promise you…

Quality you can afford


Promotional Strategy

  • Current…

  • Zara uses display windows and newsletters as the only tool for promoting the brand


Promotional Strategy

  • New…

  • Zara has been very successful without promotions; however, the success can be increased by initiating the following promotional strategies:

    • Delivering sales promotions by e-mail

    • Featuring advertisements in top selling magazines

    • Creating billboard advertisements

    • Radio Broadcasting in cities were new stores will open

    • Digital banners, and pop under windows

    • Product placement into various movies and TV shows

    • Creating TV commercials


Media Strategy

  • Goal: To expand the depth in the current target market

  • Media forms:

    • Mass media

      • Magazine & billboard ads

      • Radio broadcasts

    • Direct marketing

      • Hard copy newsletters

      • Digital copy newsletters

    • Banners

      • Pop-under windows

      • Search engine marketing

      • Cross-site scripting

    • Branded entertainment

      • Second-hand marketing attempts


Direct Mail

  • Sales promotions will be sent to consumers through direct mail

  • Will include holiday sales, free shipping offers, etc.


Magazine Ads

  • Ads will be featured in the top selling fashion magazines in the US

  • Enables the company to reach more consumers in their target market that subscribe to these magazines

  • The ads would feature the company name, merchandise, and very brief information about Zara



Billboard Ads

  • Billboard ads will be similar to the magazine ads

  • Featured in major cities


Radio Broadcasting

  • Radio broadcasts will be delivered in cities where new stores will open

  • Broadcasts will feature store specific information, promotions, and events (if applicable)


Banners

  • Click- through banners will appear on fashion related sites and social media sites

  • Pop-under windows will appear after related searches

  • Zara will appear as one of the top three results when specific searches are complied


Branded Entertainment

  • Branded entertainment will be a second-hand marketing attempt, placing shopping bags or merchandise in movies relating to the brand.


TV Commercial

  • The tv commercials will be similar to the H&Mcommercials in terms of:

    • Showing minimal product

    • Featuring company name

    • Simple & easy

    • Slightly more high fashion

  • http://www.youtube.com/watch?v=N4Z-4rHcrfw



ad