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Bad Promotions Agency

Bad Promotions Agency. Overview. Zara is one of the world’s top fast fashion brands Owned by world’s top apparel company: Inditex First store opened in Europe in 1975 Product for men, women, & children Recently introduced a home furnishings line. SWOT Analysis. Competitors.

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Bad Promotions Agency

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  1. Bad Promotions Agency

  2. Overview • Zara is one of the world’s top fast fashion brands • Owned by world’s top apparel company: Inditex • First store opened in Europe in 1975 • Product for men, women, & children • Recently introduced a home furnishings line

  3. SWOT Analysis

  4. Competitors

  5. Positioning Map High Price Urban Outfitters Zara H&M TopShop High Quality Low Quality Gap Forever 21 Wet Seal Low Price

  6. Target Market • 25-35 years old, Gen Y and beginning of Gen X • Young professionals, college educated • Single or newly married • Socialites • Price Conscious • Fashionable

  7. Message Strategy Quality doesn’t have to be expensive. If you shop with Zara we promise you… Quality you can afford

  8. Promotional Strategy • Current… • Zara uses display windows and newsletters as the only tool for promoting the brand

  9. Promotional Strategy • New… • Zara has been very successful without promotions; however, the success can be increased by initiating the following promotional strategies: • Delivering sales promotions by e-mail • Featuring advertisements in top selling magazines • Creating billboard advertisements • Radio Broadcasting in cities were new stores will open • Digital banners, and pop under windows • Product placement into various movies and TV shows • Creating TV commercials

  10. Media Strategy • Goal: To expand the depth in the current target market • Media forms: • Mass media • Magazine & billboard ads • Radio broadcasts • Direct marketing • Hard copy newsletters • Digital copy newsletters • Banners • Pop-under windows • Search engine marketing • Cross-site scripting • Branded entertainment • Second-hand marketing attempts

  11. Direct Mail • Sales promotions will be sent to consumers through direct mail • Will include holiday sales, free shipping offers, etc.

  12. Magazine Ads • Ads will be featured in the top selling fashion magazines in the US • Enables the company to reach more consumers in their target market that subscribe to these magazines • The ads would feature the company name, merchandise, and very brief information about Zara

  13. Magazine Ads

  14. Billboard Ads • Billboard ads will be similar to the magazine ads • Featured in major cities

  15. Radio Broadcasting • Radio broadcasts will be delivered in cities where new stores will open • Broadcasts will feature store specific information, promotions, and events (if applicable)

  16. Banners • Click- through banners will appear on fashion related sites and social media sites • Pop-under windows will appear after related searches • Zara will appear as one of the top three results when specific searches are complied

  17. Branded Entertainment • Branded entertainment will be a second-hand marketing attempt, placing shopping bags or merchandise in movies relating to the brand.

  18. TV Commercial • The tv commercials will be similar to the H&Mcommercials in terms of: • Showing minimal product • Featuring company name • Simple & easy • Slightly more high fashion • http://www.youtube.com/watch?v=N4Z-4rHcrfw

  19. Questions

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