NewCollectionLaunchMarketingPlanZARA新系列行销推广计划.ppt
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1、,New Collection Launch | Marketing Plan 22.10.2009 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
2、for all 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 dema
3、nds. 520間專賣店的客戶需求 New 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 Excellen
4、t customer care 傑出的客戶服務,5 Keys of the 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
5、隊工作 Managers teams customer demand forms, designs, 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 di
6、stributed 5,000 employees at logistics centers Designed with 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 t
7、o towards the customer.” 向广大顾客销售知识 89,112 professionals 89,112專業人士 Customer 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 cou
8、ntries 73國家,1,530 stores 店鋪,4 new countries in 2008 新增四個國家,159 store openings in 2008 159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
9、 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,Customer 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
10、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 Development,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
11、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,Challenges 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,
12、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 & enjoyment 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, fanta
13、sy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,Involvement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
14、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 Values 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,Hedon
15、ics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 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
16、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 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: prov
17、iding 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 emotional 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 = gui
18、dance 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 them 1 / 3的妇女不满衣服搭配的方式,Confident 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
19、 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 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
20、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,Boutiques,Dedicated Ranges,Extension of Size Ranges,Designer Boutiques,E-commerce,Differentiation 差異化,New in this segments 新品的區隔,M
21、ore 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,Weaknesses 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
22、 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 Visualize 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
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