newcollectionlaunchmarketingplanz签ara新系列行销推广计划.pptVIP

Qualitative Insights into the mind of the consumer Strategies for identifying customer needs / wants / attitudes Focus groups +size women: new product idea concept exploration; gain more insights into our product positioning, test communication strategies Warning! Must be repeated regularly to keep in line with changing consumer needs Test marketing Test product attributes in terms of fit, cuts, colors, communication marketing strategy Important: integrate feedback of own retailers How: present products / drawings to potential consumers to our retailers Focus group new line is welcomed by the participants Cuts that are complimenting body shapes Designs that are trendy – feel that current competitor product offering is not fashionable enough Frustration towards Zara similar brands that promise fashion @ appealing prices but only for women of a certain shape Choice of clothes has personal relevance / is effective cause they are conscious about their look – focus on extending the Zara image to make them feel included Consumer Surveys Current customers have a positive attitude towards the new line Fits with the current Zara brand positioning 80% of the survey + size women: admire the Zara brand and reported positive attitudes and future purchase intentions * * * * How we want to be positioned? * * * * Invite media * * * PR Lookbook PR Lookbook 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 the 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 t