Zara Marketing Plan
New collection Launch | Marketing Plan 22.10.2009
1
SITUATION ANALYSIS
Zara Brand Wheel
Fashionable clothes Varied assortment Trendy colors Feminine cuts Fashionable product lines for moderate costs Customer-‐centered business Runway trends adapted for the streets
Brand Essence
Fashion-‐oriented woman Trendy in every situaFon Feeling good about looking good Fashion -‐ friendly Feminine Hot and trendy
High-Street Fashion
The Zara Brand Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
5 Keys of the Zara Business Model Store
Teams
Customer Logis4cs
Design/ Produc4on
The Zara Brand Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
5 Keys of the Zara Business Model
Customer “Main driving force behind the Zara brand.” Star%ng point for all Zara ac%vi%es Customer
Lead role in: • Store design • Produc%on • Logis%cs • Team
The Zara Brand Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
s
The Zara Brand Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
5 Keys of the Zara
1
SITUATION ANALYSIS
Zara Brand Wheel
Fashionable clothes Varied assortment Trendy colors Feminine cuts Fashionable product lines for moderate costs Customer-‐centered business Runway trends adapted for the streets
Brand Essence
Fashion-‐oriented woman Trendy in every situaFon Feeling good about looking good Fashion -‐ friendly Feminine Hot and trendy
High-Street Fashion
The Zara Brand Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
5 Keys of the Zara Business Model Store
Teams
Customer Logis4cs
Design/ Produc4on
The Zara Brand Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
5 Keys of the Zara Business Model
Customer “Main driving force behind the Zara brand.” Star%ng point for all Zara ac%vi%es Customer
Lead role in: • Store design • Produc%on • Logis%cs • Team
The Zara Brand Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
s
The Zara Brand Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
5 Keys of the Zara