Zara新品上市计划中文版ppt课件.ppt

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1、,New Collection Launch|Marketing Plan22.10.2009 新系列行銷推廣計劃,SITUATION ANALYSIS情況分析,1,Zara Brand Wheel,Zara Brand Wheel,5 Keys of the Zara Business Model,顧客,設計 生產,團隊,店鋪,物流,5 Keys of the Zara Business Model,Customer 顧客“Main driving force behind the Zara brand.”在Zara brand品牌後面的主要趨動力Starting point for all

2、 Zara activities所有的出發點都是會了zara的活動力Lead role in:领导核心:Store design 商店的设计Production 生产Logistics 物流Team 团队,s,5 Keys of the Zara Business Model,Store 店鋪“Meeting point between the customer and the Zara fashion offer.”客戶與zara品牌的提供 相遇典1,520 stores collect information regarding customer demands.520間專賣店的客戶需求N

3、ew products introduced twice a week.新的生產制作一周兩次 Top locations 17 visits/year/customer最好的位置 客戶一年光顧17次Meticulously designed shop windows精緻的櫥窗設計Maximum attention to interior&exterior architechtual design最大能力的去在內部與外部做設計Appropriate coordination of garments适当的协调的服装Excellent customer care傑出的客戶服務,5 Keys of t

4、he Zara Business Model,Design&Production 設計與生產“Inspiration comes from the street,music,art but above all,the store.灵感源于街上,音乐,艺术,但最重要的是,商店。Proximity of production facilities接近性的生產設備Immediate reaction to trends.迅速對流行演变趋势做出反应Continuous work for all teams.團隊工作Managers teams customer demand forms,designs

5、,fabrics,compliments管理團隊隊伍客户的需求-形式,设计、织品,赞美1,186 suppliers,200 desginers 1186供應商200設計師,5 Keys of the Zara Business Model,Logistics“Highly frequent and constant distribution permitting the offer to be constantly renewed.”697 million garments distributed5,000 employees at logistics centersDesigned wit

6、h maximum flexibility.Customer oriented.24h receiving order to store delivery(Europe)Designed to absorb growth for next years.18%annual discount rates.,5 Keys of the Zara Business Model,Teams團隊“Teams with vast sales knowledge geared to towards the customer.”向广大顾客销售知识89,112 professionals89,112專業人士Cus

7、tomer oriented.以客戶為定位調整方向Make the stores a pleasant environment.使商店环境宜人Apply corporate,social&environmental responsibility in day-to-day work.运用公司、社会价值的环境责任在日常工作,Zaras Performance,ZARA,Sales 6,824 Million銷售6824百萬歐元,73 countries73國家,1,530 stores店鋪,4 new countriesin 2008 新增四個國家,159 store openings in 2

8、008159家店鋪新開,Brand Value:$8,609 M 品牌價值,The Industry,High street fashion brand 在高度流行路上的品牌,15,Industry trends 产业趋势,Democratization of luxury平民化的奢華Inclusiveness 廣泛的包容性Street trends 流行的道路Designer houses 設計,Key success factors 決定成功的重要因素,Differentiation&individualism 差異化及獨特性New fashion consumer 新的流行消費者,Cus

9、tomer Focused Product Development顧客關注的產品開發,Saturated industry 飽和型產業,Need to increase brand value 需要增強品牌價值,Responding to current industry trends正確的反應 工業趨勢,Identifying the need for the product in the market為市場需求所做的識別,A full-shaped body is a beautiful body一個完整的身體就是一個美麗的身體,Customer Focused Product Devel

10、opment,Saturated industry飽和型產業,Need to increase brand value需要增強品牌價值,Responding to current industry trends正確的反應 工業趨勢,Identifying the need for the product in the market為市場需求所做的識別,Market entry barriers市場進入障礙,Design challenges設計的挑戰,Existing customer reactions主顧客的反應,“Fat is not fashionable”肥胖不是流行的,Challe

11、nges 挑戰,Opportunities機會,Consumer Analysis,Todays fashion consumer:今天的流行顧客,More choice,more educated,more savvy&demanding,“New breed of shoppers”新種類的購物,Loyalty忠誠度,variety,多樣化 freshness 新鮮度,Fashion Consumer Behavior Analysis时尚消费行为分析,Interest 興趣,Involvement 投入參與,Emotions 情感,Behavior 行為,Gives pleasure&e

12、njoyment Means of self-expression给予快乐和享受自我表现的手段,Fashion Consumer Behavior Analysis,Interest 興趣,Involvement投入參與,Hedonics 分享,Emotions情感,Behavior行為,Purchasing experience 採購經驗Fun樂趣,fantasy幻想,social社交 or emotional gratification令人感動的滿意,Impulse buying 即興採購,Fashion Consumer Behavior Analysis,Interest興趣,Invo

13、lvement情感,Hedonics分享,Emotions情感,Behavior行為,Importance:重要Consumers attach meaning to their clothes 讓衣服成為消費者的依戀Role of fashion in society 社會上流行的角色Drivers:驅動Individual motives獨特的動機Projecting a desired self-image 自我形象的計劃Linked to personal values&needs:聯接個人的價值&需要Express and communicate value表達與溝通的價值Value

14、s guide consumer behavior消费者行为的价值观指导Types of values:personal,economic,aesthetic各種类型的价值观:个人、经济、美观,Fashion Consumer Behavior Analysis,Interest興趣,Involvement情感,Hedonics分享,Emotions情感,Behavior行為,Positive vs.negative 積極與被動Shorter decision times短時間的決定More impulse buying更冲动购物A feeling of being unconstrained

15、 一種無拘無束的感覺Desire to reward oneself對自己的獎賞How to generate positive emotions?如何产生积极的情绪吗Use the retail environment to positively积极地使用零售环境influence moods:影响情绪:suitable layouts合适的布局Colors顏色effective sales personnel有效的销售人员emotionally uplifting atmosphere情绪向上的气氛,Impulse buying即興購買,Fashion Consumer Behavior

16、Analysis,Interest興趣,Involvement,Hedonics分享,Emotions情感,Behavior行為,Impulse buying即興購買Fashion oriented:strongly oriented to fashion involvement:providing sensory or experiential cues of fashion products.时尚导向:強有力的时尚参与:提供时尚产品的感觉和经验的信息Created by the symbolic interactions of the product&the consumer emotio

17、nal experiences建立具有象征意义的相互作用的产品和消费者情感经历Need to understand impulse buying behavior for fashion products from an experiential perspective=guidance in developing strategies需要了解時尚产品冲动购物行为的时视角经验=引导策略開發,Plus Size Consumer Analysis,1 in 3 women are unhappy with the way clothes fit them1/3的妇女不满衣服搭配的方式,Confi

18、dent自信,Unconfident不自信,14,12,8,16,10,18,6,22,20,24,Plus Size Consumer Behavior,Self esteem:important motivation driver for consumption自尊:重要的动机趨動了消費Consumers tend to assign their own meanings to clothes.Clothing:overt consumer behavior公开的消费行为服装,Market Analysis,Segment growth:40%increase by 2014.,Only

19、5%of retail space is dedicated to the+size products,市場份額,Types of Competitors竞争对手的类型,Dedicated Ranges 風格分類,Extension of Size Ranges尺寸的分類延伸,Designer Boutiques 設計師的精品店,E-commerce 電子商務,New Line Positioning,High Fashion,High Price,Low Fashion,Low Price,Zara,H&M,Charming Shoppers,M&S,Torrid,Junonia,Bouti

20、ques,Dedicated Ranges,Extension of Size Ranges,Designer Boutiques,E-commerce,Differentiation 差異化,New in this segments新品的區隔,More experienced Competitors更多老練的競爭者,Lack of e-commerce電子商務的不足,Brand awareness品牌知名度,Brand loyalty品牌忠誠度,Size&growth尺寸&成長,High fashion for modest prices合理的價格給優雅的流行款式,Strengths優勢,W

21、eaknesses劣勢,Market&Consumer Research 市場與消費者調查,General objectives一般目標Develop a consumer focused product line and marketing strategy Reinforce customer focus as the key driver of the Zara brand 开发一个以消费者為主的生产线及先进的营销策略 加强以客户为中心为核心的品牌Specific objectives特定目標Strategically segment the market 分割出市场战略Visualiz

22、e the impact of the new line 想象新的路線的影响Integrate consumer input into development消费者输入整合发展Strategically plan the integration of the new line within the existing business model use core competencies&reinforce brand values with a new twist现有商业模式战略计划新产品的整合-使用核心竞争力和强化品牌价值和一个新的转折Consistent with our current

23、 approach 符合我们当前的方法,Market&Consumer Research,Qualitative Goals:Insights into the mind of the consumer 目标:有洞察力的消费者Focus Group 焦點群體new product idea&concept exploration新产品的想法和概念的探索gain more insights into our product positioningtest communication strategies获得更多的见解,我们的产品定位测试傳播策略Test marketing 銷售測試Test pr

24、oduct attributes in terms of fit,cuts,colors,communication&marketing strategy测试产品属性从合身,版型、颜色、沟通、营销策略,QuantitativeGoals:Gather data on consumer attitudes,past behaviors,intended behaviors 收集数据,过去的行为对消费者的态度,預期的行为Warning:limited applicability,short development cycles警告:有限的适用性,短研发周期Test both the future

25、target consumers&existing ones 测试现有和未来的目标消费者Secondary research第二手研究Integrate consumer input into product development 整合消费者输入产品开发Post-purchase evaluations售后採購评估,1,2,MARKETING FOCUS 市場焦點,2,Strategic Marketing Objectives 市場戰略目標,Overall marketing objectives:increase customer equity整体营销目的:提高顾客的權利,Increas

26、e consumer satisfaction,decrease dissatisfaction of the plus size consumer加大对消费者的满意度,减少加大尺寸消费者不滿,Increase purchase frequency among plus size customers在购物频率增加加大尺寸客户,Continue to grow by extending the Zara fashion brand继续透過扩張成長zara时尚品牌,Increase brand awareness and favorable attitudes among consumers增加品

27、牌知名度和消费者良好的态度,Zara for every woman STP,Main segment主要區格,Demographics,Psychographics,Benefits sought 利益,Plus size,full shape body women全尺寸及身体豐滿的女人,Aged 18-40Work in big cities/pursuing higher-level education Mid-range income18-40多岁工作在大城市里/追求更高的教育中等收入,Interested in fashion trendsConscious about their

28、looksEnjoy shopping and socializingHectic lifestyle流行时尚感兴趣有意识的在意自己的外表喜欢购物,社交忙碌的生活方式,Clothes that fit their body shape and make them look beautiful衣服,满足他们的身体形态、使他们看起来很美丽,Zara for every woman Positioning,MARKETING STRATEGY行銷戰略,3,整合营销传播策略Integrated Marketing Communication Strategy,整體分析 Holistic approac

29、h,客戶焦點,產品,價錢,促銷,位置,顧客專注的產品Customer-focused Product,Feel product.High involvement良好的產品 高度投入,Back to the drawing board 重新再來Design products that complement the full body shape设计的产品相互补充,滿足全部的形状Incorporate consumer feedback on most salient attributes根据消费者反匱对應重要属性,2)Product symbolism 产品象征 Zara knows my bo

30、dy shape Zara知道我的体形I look good in Zara clothes 我看起来很好I feel beautiful 我觉得美丽的,Customer-focused Product,Feel product.High involvement,3)Colors and material顏色面料Important choice for perceived quality of the products選擇良好的品質做為生產Differentiate Zara from competitorsBring a fresh look to the plus size segment

31、從不同的競爭者帶來新的期待在市場分割面,4)The ZARA label商標Feed on the existing Zara name and values associated with the brand以现有的的名字和价值观与此品牌联系密切Aim at customer loyalty针对顾客的忠诚Still away from the competitors the variety-seeking customer还是远离竞争对手復雜多樣的客户,Integrated Marketing Communication Strategy,Holistic approach,產品,客戶焦點,

32、促銷,價錢,位置,促销策略Promotion Strategy,Above-the-line:Print advertising印刷广告,Bellow-the-line:Brand communication品牌传播PR公关Internet互联网Events活動事件Media cooperation媒体合作,Main communication objectivesInform about the new line主要的交流目标 通知有关新路线Create positive emotions in connection to the new line创造正面的情感在连接到新路线Generate

33、 consumer interest and purchase intentions产生消费者利益和购买意向,廣告策略Advertising Strategy,Main communication message主要溝通訊息,USP:The only true fashion brand to consider your body shapeEmotional appeal,Less is more 物稀為貴,Support line launch only with print advertising支持印刷廣告的投入,Consistent with current strategy符合現在

34、策略,广告创意的产生Advertising Idea Generation,廣告的定位公式 Advertising Positioning Formula,广告创意、生产和布局Advertising Creative,Production&Placement,High fashion look高级时装看起来Full shape body model全部形状人体模型Body shape revealed:curved lines should not be hidden 形体透露:弯每行应该不被隐藏Metaphor:dominance,power of the portrayed women 隐

35、喻:优势,描绘的力量的女人Periperal cue:released sexuality,element of surprize 释放性慾、令人驚訝的元素,Ad format格式化,Ad placement 布局,Ad tonality 色調,Advertising Creative,Production&Placement,Ad format格式,Ad placement布局,Ad tonality色調,Curvy is the new black曲線就是黑色,Double page spread 传播双页Minimum copy 最低复制 Zara logo 标志,Advertising

36、 Creative,Production&Placement,Ad format格式,Ad placement布局High fashion monthly magazines:Vogue,Marie Claire,Harpers Bazaar每月时装杂志:时尚,玛丽克莱儿,时尚芭莎Fashion monthly magazines:Glamour,InStyle,Joy,Petra时尚杂志:魅力,每月)、欢乐、佩特拉Independent magazines:WAD,Pool独立的杂志:,游泳池,Ad tonality色調,Curvy is the new black by ZARA,线下运动

37、Below-the-line Campaign,Brand COM,PR,Internet,Event,CSR:design competition for fashion students时装设计大赛”的学生Possible media cooperation with reality shows such as Project Runway與媒体合作做一個可能的实現的节目Goal:promote inclusiveness and individualism目的:促进包容性和个人主义,Below-the-line Campaign,Brand COM,PR,Internet,Event,E

38、fficient product placement in magazines杂志的高效的置入性行銷Editorial coverage without advertising expense内容报道没有广告费用Goal:make a sincere proposition to the REAL woman,use the journalist as an expert source to build brand trust目标:做出真诚”真正的女子,作为一名专家源打造品牌的信赖Tool:PR lookbookl 公关工具,PR Lookbook,PR Lookbook,PR Lookboo

39、k,Below-the-line Campaign,Brand COM,PR,Internet,Event,Use the website as a main communication channel 使用网 站是主要的交流渠道 Feature the CSR initiative to build awareness Feature viral videos企业社会责任故事片Include advices on different body shapes and product cuts身体不同形状建议和产品的削减Use the online communities to reach th

40、e hip,young,tech savvy women使用线上溝通使用時尚的,年轻的,熟悉技术的女性員工,Below-the-line Campaign,Brand COM,PR,Internet,Event,line launch event in 3 key stores in Europe:Madrid,Milan,and London在歐州三大重點門市 馬德里 米蘭倫敦Theme:Zara celebrates diversity with a new line不同的故事主題在新的路線Goal:offer the real experience of the brand and wh

41、at it stands for目标:为品牌的实际工作经验,它代表什么,Integrated Marketing Communication Strategy,Holistic approach,產品,價錢,促銷,位置,客戶焦點,Pricing Strategy,The new line is more inclusive,and not exclusive:Follow the brand pricing strategies在品牌訂價策略 新的路線有包含很多及非獨有性Affordable prices,good quality实惠的价格,优良的品质No deviation from wha

42、t Zara is as brand:consistency across linesZara是一個品牌無傭置移 是一致性的,Integrated Marketing Communication Strategy,Holistic approach,產品,價錢,促銷,位置,客戶焦點,分配战略Distribution Strategy,The store as an important communication channel商店作为一种重要的传输通道Consistent and strong store image,high store loyalty一致和强大的商店形象、高商店的忠诚Poi

43、nt of interaction with the clients:store staff gathering important feedback,taking the pulse of the market銷售点交互影响的客户:店员工收集重要的反馈,以脉冲的市场份额,Store atmosphere店面环境Zara typical store layout,wide open spaces典型的店面布局,广阔的空间Create enjoyment of shopping in the store(positive emotions|comfortable feeling|impulse buying|spending more than planned)创造享受购物的商店(积极情绪舒适的感觉|冲动购物|支出超过计划Line having its own section in the store,consistent with current store space distribution线有其自己的部分在商店里,符合现行贮存空间分布,执行与评估IMPLEMENTATION AND EVALUATION,4,实现路线图Implementation Roadmap,Thank you for your attention!感謝您的注意,