Zara Marketing Plan

New collection Launch grocerying formulate 22. 10. 2009 1 SITUATION ANALYSIS Zara deformity Wheel moldable tog Varied assortment Trendy colors womanish cuts Fashionable fruit lines for moderate bes Customer-? centered business Runway trends adapted for the streets scrape Essence Fashion-? oriented woman Trendy in every situaFon flavor good about looking good Fashion -? friendly Feminine Hot and trendy High-Street Fashion The Zara daub sedulousness digest crossroad maturement Consumer abbreviation merchandise digest Market & Consumer investigate 5 Keys of the Zara Business pretense come in Teams Customer Logis4cs end/ Produc4on The Zara crack Industry outline point of intersection Development Consumer summary Market abbreviation Market & Consumer seek 5 Keys of the Zara Business Model Customer Main driving fury behind the Zara crack. Star%ng point for all Zara ac%vi%es Customer Lead role in ? Store human body ? Produc%on ? Logis%cs ? Team The Zara def acement Industry abstract increase Development Consumer epitome Market depth psychology Market & Consumer query s The Zara Brand Industry compend result Development Consumer analytic thinking Market compend Market & Consumer enquiry 5 Keys of the Zara Business Model Store Store Mee4ng oint between the customer and the Zara mood o? er. 1,520 keeps collect informa%on regarding customer demands. New products introduced twice a week. Top loca%ons 17 visits / course of study / customer Me%culously designed shop windows Maximum aJen%on to interior & outside(prenominal) architechtual design Appropriate coordina%on of garments Excellent customer care The Zara Brand Industry analytic thinking output Development Consumer psychoanalysis Market outline Market & Consumer investigate 5 Keys of the Zara Business Model Design & ProducFon Inspira4on comes from the street, music, artistry but above all, the store. Proximity of roduc%on facili%es Immediate reac%on to trends. Con% nuous work for all teams. Managers teams customer demand forms, designs, fabrics, compliments Design/ Produc4on 1,186 suppliers, 200 desginers The Zara Brand Industry analytic thinking product Development Consumer abbreviation Market epitome Market & Consumer question 5 Keys of the Zara Business Model LogisFcs Highly frequent and constant distribu4on permiKng the o? er to be forever and a day renewed. 697 million garments distributed 5,000 employees at logis%cs centers Logis4cs Designed with maximum ?exibility. Customer oriented. 24h receiving lay out to store elivery (Europe) Designed to absorb growth for next years. 18% annual discount rates. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 5 Keys of the Zara Business Model Teams Teams with vast sales knowledge pitch to towards the customer. 89,112 professionals Customer oriented. Make the stores a pleasant environment. Apply corporate, social & environmental responsibility in day-? to-? day work. Teams The Zara Brand IndustryAnalysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Zaras Performance 159 store openings in 2008 Brand Value $ 8,609 M 1,530 stores 4 new countries in 2008 gross revenue 6,824 Million ZARA 73 countries The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 14 The Industry High street way brand Industry trends Democra%za%on of luxury Inclusiveness Street trends Designer houses Key success factors Di? eren%a%on & individualism New fashion consumer The Zara Brand Industry Analysis Product Development ConsumerAnalysis Market Analysis Market & Consumer Research Customer centre Product Development Saturated industry Need to increase brand set Responding to current industry trends Iden%fying the need for the product in the commercialize A full-? shaped body is a beau4ful body The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Customer Focused Product Development Market incoming barriers Design challenges Saturated industry Need to increase brand value Responding to current industry trends Iden%fying the need for the product in the market Exis%ng customer eac%ons Fat is not fashionable Challenges Opportunies The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Consumer Analysis Todays fashion consumer more(prenominal) choice, much educated, more savvy & demanding New breed of shoppers Loyalty, variety, freshness The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Fashion Consumer behaviour Analysis Interest Gives pleasure & enjoyment way of self-? expression interlocking Emo%ons Behavior The Z ara Brand Industry Analysis ProductDevelopment Consumer Analysis Market Analysis Market & Consumer Research Fashion Consumer Behavior Analysis Interest Hedonics Involvement Purchasing experience Fun, fantasy, social or emo%onal gra%? ca%on Emo%ons Behavior Impulse buying The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Fashion Consumer Behavior Analysis Interest Hedonics Involvement Importance ? Consumers aJach centre to their clothes ? Role of fashion in society Drivers ? Individual mo%ves ? Projec%ng a desired self-? image Linked to personal value & needs ?Express and communicate value ? Values guide consumer fashion ? Types of values personal, economic, aesthe%c Emo%ons Behavior The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Fashion Consumer Behavior Analysis Interest Hedonics Involvement Posi%ve vs. nega%ve ? Shorter decision %mes ? More impulse buying ? A feeling of being unconstrained ? Desire to reciprocate oneself How to generate posi%ve emo%ons? ? Use the retail environment to posi%vely in? uence moods ? suitable layouts, ? colors, ? e? ec%ve sales personnel, ? emo%onally pliking atmosphere Impulse buying Emo%ons Behavior The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Fashion Consumer Behavior Analysis Interest Hedonics Involvement Impulse buying ? Fashion oriented strongly oriented to fashion involvement providing sensory or experien%al cues of fashion products. ? Created by the typic interac4ons of the product & the consumer emo4onal experiences Emo%ons ? Need to understand impulse buying behavior for fashion products from an experien4al perspec4ve = guidance in developing strategies BehaviorThe Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research addition Size Consumer Analysis 1 in 3 women a re stressed with the way clothes ?t them 14 happy 12 8 16 10 18 6 22 20 24 unhappy The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research add-on Size Consumer Behavior AJribute Plus size product Psychosocial consequence Feel more a acFve Func%onal consequence Cut ?ng the body shape Values self-importance-? esteem Self esteem important moFvaFon driver for consumpFon Consumers tend to assign their own eanings to clothes. vestments over consumer behavior The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Market Analysis 120 Market Share 15% PeFte 60% 25% Plus Size Normal 100 80 60 40 20 0 76 100 Size 2006 2012 Segment growth 40% increase by 2014. Only 5% of retail space is devote to the +size products The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Types of CompeFtors 1 2 3 4 Dedicated Ranges Exte nsion of Size Ranges Designer Bou%ques E-? business The Zara Brand IndustryAnalysis Product Development Consumer Analysis Market Analysis Market & Consumer Research New Line PosiFoning High Fashion Zara Torrid H&M BouFques Low Price High Price M&S enamor Shoppers 1 2 Dedicated Ranges Extension of Size Ranges Designer Bou%ques E-? commerce Market & Consumer Research Junonia 3 4 Low Fashion The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Di? erenFaFon Brand awareness Brand loyalty New in this segments More experienced compe%tors Lack of e-? commerce Size & growth High fashion for modest prices Strengths Weaknesses The Zara Brand IndustryAnalysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Zara vs. CompeFtors Zara 1,000 new styles / month 200 designers Higher cost of product development is more than adequately compensated by higher(prenominal) realized margins Strategy reacFve, not predicFve CompeFtors 3-? 5 months develop the ideas into physical samples Sales budgets & stock plans developed one year ahead of the targeted styles Few weeks / months to batten fabrics, have them approved by the retailer produce a twist of samples put samples in producFon The Zara Brand Product development Industry Analysis