zara上市计划汇.pptVIP

* * * How we want to be positioned? * * * * Invite media * * * PR Lookbook Below-the-line Campaign Brand COM PR Internet Event Use the website as a main communication channel Feature the CSR initiative to build awareness Feature viral videos Include advices on different body shapes and product cuts Use the online communities to reach the hip, young, tech savvy women Below-the-line Campaign Brand COM PR Internet Event Line launch event in 3 key stores in Europe: Madrid, Milan, and London Theme: Zara celebrates diversity with a new line Goal: offer the real experience of the brand and what it stands for Integrated Marketing Communication Strategy Customer-focused Place Price Product Promotion Holistic approach Pricing Strategy The new line is more inclusive, and not exclusive: Follow the brand pricing strategies Affordable prices, good quality No deviation from what Zara is as brand: consistency across lines Integrated Marketing Communication Strategy Customer-focused Place Price Product Promotion Holistic approach Distribution Strategy The store as an important communication channel Consistent and strong store image, high store loyalty Point of interaction with the clients: store staff gathering important feedback, taking the pulse of the market Store atmosphere Zara typical store layout, wide open spaces Create enjoyment of shopping in the store(positive emotions | comfortable feeling | impulse buying | spending more than planned) Line having its own section in the store, consistent with current store space distribution IMPLEMENTATION AND EVALUATION 4 Implementation Roadmap Jan Feb Mar April May June July Aug Sept Oct Nov Dec Website Development PR Toolkit production Campaign production Product launch / Event Interactive launch Ad campaign Media cooperation PR support Evaluation Thank you for your attention! Customer: Main driving force behind all ZARA activities Unlike the traditional fashion company business model, which starts at the design