Essay regarding Market Research

ZARA

• Brand Wheel • Zara Business model • Promoting Objective • Marketing vehicle/ Ways • 5 Learning's from Amancio Ortega

Zara – Manufacturer Wheel

Attributes Benefits Ideals Personality Trendy clothes, Diverse assortment, Trendy colors, girly cute Trendy Product lines pertaining to moderate costs, Customer- focused business, Catwalk trends modified for the streets

Vogue – focused women, Trendy in every situation, feeling great about looking good Style – friendly, Feminine, Hot and trendy

Manufacturer Essence

Excessive – Street Fashion

5 5 important factors of Zara Business Model tips of the Zara business Model Shop

Teams

Buyer

Logistics

Designs/ Production

five keys of the Zara business structure

Customer

" Main power behind the Zara Brand” Lead role in: • Store design and style • Production • Strategies • Group

Customer

Store

Designs

Strategies

Teams

5 keys of the Zara business Model

Store

" Meeting level between the client & the Zara Style offer. ”

a. 1520 + Retailers collect information regarding buyer demands. b. New products presented twice a week c. Leading locations - 17 sessions / year/ customer

d. Meticulously designed shop glass windows

e. Optimum attention to interior & outdoor architectural design and style f. Suitable coordination of garments

g. Exceptional customer care

Buyer

Store

Models

Logistics

Groups

5 keys of the Zara business Model

Design & Production

" Inspiration comes from the road, music, art… but first and foremost, the stores. ” a. Closeness of creation facilities m. Immediate a reaction to trends c. Continuous improve all clubs d. Managers – groups – client demand – forms, designs, fabrics, comments e. you, 186 suppliers, 200 designers

Customer

Store

Designs

Logistics

Teams

a few keys of the Zara business design

Logistics

" Highly recurrent and frequent distribution allowing the present to be regularly renewed. ” a. 697 million clothing distributed 5000 employees at logistics centers b. Made with maximum versatility Logistics c. Customer focused d. 24hrs – obtaining order to retail store delivery (Europe) e. Created to absorb progress for following years f. 18% gross annual discount rates

Buyer

Store

Styles

Logistics

Clubs

5 keys of the Zara business Model

Teams " Groups with vast sales know-how geared to on the customer. ” a. fifth 89, 112 pros b. Consumer oriented Groups c. Associated with stores a pleasing environment deb. Apply business, social & environmental responsibility in dayto-day work

Customer

Store

Styles

Logistics

Groups

Marketing Target

Increase Client Equity

• Increase customer satisfaction, reduce dissatisfaction of the plus size consumer • Increase purchase regularity among plus size customers • Continue to develop by advancing the Zara fashion company • Increase brand understanding and good attitudes between consumers

Marketing Strategy

• • • • Product Selling price Place Campaign

Product

1) Back to attracting board

a. Designs items that enhance the full body shape b. Integrate consumer responses on most prominent attributes

2) Product Symbolism

a. Zara knows my figure shape w. I like Zara clothes c. I believe beautiful 3) Colors and Material a. Important decision from opponents b. Take a fresh look ti the plus size portion 4) The Zara labeled a. Feed on the existing Zara name and values linked to the brand m. Aim at customer loyalty c. Still away from the competitors wide selection – in search of customer

Merchandise

Price

Place

Promotion

Advertising Strategy

Main communication aims

• Advise about the brand new line • Create positive emotions in connection to the new line • Generate customer interest & purchase intentions

Above – the – line:

Print out Advertising

Below - the – line: Brand communication PR Internet Events Press cooperation` Cost Place

Item

Promotion

Advertising Creative, Development & Positioning

ZARA Flexural is the fresh black

Advertisement format: •Double...



Guillermo Pieces of furniture Store Principles Paper

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