Zara Marketing Proposal. Meaghan Smith, Melissa McCaul, Christina Ptukhina and Bailea Rutherford. Identify the Problem. Increase Purchase. OPPORTUNITIES: Celebrity Endorsement Use celebrities to promote the brand Distribution Centre in Canada - PowerPoint PPT Presentation
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Zara Marketing Proposal Meaghan Smith, Melissa McCaul, Christina Ptukhina and Bailea Rutherford
Transcript
Zara
Marketing ProposalMeaghan Smith, Melissa McCaul, Christina Ptukhina and Bailea Rutherford
❏ Celebrity Endorsement Use celebrities to promote the brand
❏ Distribution Centre in Canada
Has only one manufacturing and distribution centre
❏ Visual Merchandising Focus and create unique visual merchandising strategies to draw more customers in
christina.ptuhina
Because zero advertizing is one of the key points of Zara's policy, we cannot mention billboards and other promo stuff. But maybe we can use celebrities by giving them more clothes and making them show off a Zara bag; one thing is we need to use Canadian celebrities because we are going to expand the chain in Canada. So maybe we can mention couple of names!
christina.ptuhina
About visual merchandising, I think he will ask for examples. Do you girls have any ideas?
Bailea Rutherford
In regards to visual merchandising: create eye-catching window displays containing the hottest product, create stimulating in-store displays that showcase a full outfit put together to possibly increase the purchase of more than one item.
ENVIRONMENTAL SCANSocio/Cultural Forces❏ Fast Fashion Trend has caused people to purchase a lot more clothes than ever before
without quality concern
❏ Globalization international integration of view, products, ideas benefits to Zara’s expansion
❏ Cult of youth everybody wants to stay young and stylish so Zara offers this opportunity
christina.ptuhina
"It’s not the first time Zara has clashed with PETA over animal rights interests. In 2009 the Spanish chain came under fire for selling big-top t-shirts promoting the Ringling Bros. circus, which has in turn been hit with lawsuits for beating elephants. Zara caved and pulled the t-shirts from the racks of its (then) more than 1,300 stores." http://www.styleite.com/news/zara-refuses-to-stop-selling-cruelly-obtained-angora-fur/
christina.ptuhina
"Spanish clothing company Zara released a statement on December 18 through its parent company Inditex saying it will stop placing orders for angora fur until it can be verified that its farms are in compliance with company requirements.'Inditex will not place any further order with any supplier for products containing angora wool until each relevant facility has been previously inspected again and the findings reviewed, following the Inditex Audit protocol,' read the announcement." Daily Mail
christina.ptuhina
So what I think is we can remove the Enviromentally aware thing because Zara seems to be absolutely enviromentally unfriendly:) Which is logical concidering their fast turn around, they just cannot afford to think of this because sustainable things take time
christina.ptuhina
"In July, 300 Zara employees staged a demonstration in Madrid, complaining that 80% of the mainly female workforce were on temporary contracts. They earn €830 for a 40-hour week". "A Bolivian migrant worker said the labour component of a pair of Zara jeans which retail at $126 (£76) was $1.14, which was divided between the seven people involved in the process. " http://www.theguardian.com/world/2011/aug/18/zara-brazil-sweatshop-accusation
christina.ptuhina
Zara "have pledged to develop new sourcing strategies to eliminate the use of endangered-forest fibers in all of their rayon and viscose clothing. The decision was made in partnership with Canopy, a forestry nonprofit whose “Fashion Loved by Forest” campaign" http://www.ecouterre.com/hm-zara-commit-to-eliminate-deforestation-from-their-clothing/
VALUE PROPOSITION
Features
❏ Attractive Music Sets the atmosphere and relates to the product
❏ Bright LightingThe colours and details are clearly visible
❏ Minimalistic Looking Store Visually improves the colours and quality
Benefits:
❏ Feel Trendy customers know that they buy the most up to date trend right from the runway
❏ Feel Unique Only a certain amount of each style is produced which creates exclusivity
❏ Feel AddictedAlways new stock and something new to purchase
smtm0822
I found out that al though zara makes a lot of clothes they only manufacture and distribute a certain amount of each style to create exclusivity to the product to increase consumer demand.
PROMOTION
COMMUNICATION OBJECTIVE
A business meeting? A cocktail party? A night out? Whenever you need to stand out, Zara is your place to go.
We provide you with the unique latest trends at the most affordable price. You will come back for more!
The Promotions
❏ Spend $100.00 in store and get $10.00 off on an online purchase (for a limited time)
❏ Establish loyal relationship with magazine stylists to include more clothes in editorials
❏ Zara Loyalty Card
❏ Promotional e-mails with coupons and vouchers to subscribers
❏ Celebrity Stylist to come in at select times in select stores
christina.ptuhina
What about Loyalty Card? What are the benefits? Does it offer a discount or points?
