Zara Marketing Campaign - Essay Example

BUSINESS Zara Marketing Campaign Executive Summary There are few s in the fashion industry that can conjure a distinctive lookin their products. With a brand that is highly recognized for its touch of simplicity and elegance, Zara today can be regarded as a way of life by a majority of consumers. Over the years since its inception dated back in 1975, Zara has managed to produce new high end products in the market that have been broadly accepted (Fox, 2011). It is well noted that Zara does not only offer classy and well-tailored products but it also sells the products at affordable prices. Thus this is the sole reason as to why Zara has been labelled as the world’s favourite clothing brand (Jones, 2008). With its headquarters in Spain, Zara has managed to establish stores in over 80 countries a clear indication of how big their fashion reach is. From 2007, Zara stores have embraced wide range of men, women and kids clothing each divided into various categories such as upper garment, lower garment, cosmetics, shoes, complement among many new arrivals (ZARA). Following the emerging trend with regards to men’s collection, Zara will be launching a new collection of jackets for men. Fitting the 7p’s of marketing as well as an effective promotional strategy a winning marketing campaign for the new product will be embraced by the marketing team with an aim of creating awareness of its launch and producing the anticipated profits for the brand. Introduction Focusing on three key objectives which are, presenting the relevant information for the new product to be launched, increasing the demand for the product and differentiating the product from other brands, the best promotional tools to be used will be advertising and public relations. Advertising is referred to as a form of paid promotional tool whereby a non-personal communication is used in order to reach the targeted audience (Hackley, 2010). For an organization that operates on a global platform advertising is a significant promotional tool as it creates awareness of the products much faster. The benefits of using advertising are numerous. To start with advertising promotes wider coverage depending on the medium used, it promotes a better branding perception, it offers an efficient audience engagement and also it is informative (Masterson, 2010). In this case as the marketing team, we will use the internet, newspapers, magazines, television and also billboard posters in the brand countries bases in order to inform and persuade the men customers, who are the targeted audience for the new collection. The internet and print media are very informative and this is the sole reason as to why they will advertise the new product effectively. On the other hand, the use of public relations will involve placing information of the product in the media such as Zara’s official website and its Facebook page. Public relation is considered as a credible promotional tool as it mainly assists in establishing the credibility of a product or an organization. Another advantage is that it is quite informative and depending on the type of media used it tends to cover a wider area (Gospe, 2008). Currently, most of the fashion retailers in the fashion industry rely on public relations in order to create a brand image that is appealing to its targeted consumers (Ryan, 2011). To carry out this strategy in the launch of the new product, Zara will embrace the use of social media and other online platforms to reach the targeted consumers. Main Findings Based on the large market base that is accredited to Zara brand the campaign will gear up for the launch of the new product based on a strategy that is globally suited. In the recent past, the organization has embraced online marketing strategy as a major tool in marketing their products (Jones, 2008). There has been a great demand for the expansion of the men’s collection especially a collection that will cater for the winter and cold season. With this in mind the targeted customers for the launch of the new collection of jackets are men. Being known as a cheap retail for selling high end fashion products, this concept will work as a good unique selling proposition to our target consumers. Regardless of the designs and the quality the product, Zara will focus more on satisfying the clientele with an affordable new collection of jackets. Currently, the men section at Zara stores are filled with a limited selection with regards to clothing, an addition of the new range of jackets will certainly add glamour to the existing men accessories. Fitting in the 7p’s of marketing together with the selected promotional tools will assist in propelling a successful campaign geared at launching the new collection of jackets. In light of the existing 4p’s of marketing the need for a service oriented economy that is more appealing is needed in order to extend the analysis of a new product based on the market mix (Wenderoth, 2009). Based on this assumption, the 7p’s of marketing will be embraced by the marketing team to enable Zara to deliver a worthy and fulfilling customer experience with respect to the launch of the new product. From the 7p’s the factors that will be analysed are: Product, price, place, people and promotion (Silvestrelli, 2008). Product The product is a new collection of jackets for men that will focus on increasing the demand and satisfying the men’s experience while shopping for their accessories. Building upon customer requests that have been recently made the new range of product is well conversant with the market trend at present and thus there is some guarantee that the launch will be a success. A product should always be in line with the demands of the market in order to ensure that it will become successful (Richter, 2012). Based on this notion as the marketing team the product is appropriate. The use of online marketing strategy as well as advertising will assist in creating awareness of the product. Price Zara is well known for its pocket friendly prices (Little, 2008). Thus the new product will maintain the same trend of having affordable prices for each jacket. By maintaining the prices at a lower range, there is assurance that the targeted customers will embrace the new product and thus the percentage of sales will increase. Price is thus a major determinant when it comes to launching a new product (Sandhusen, 2000). Place Zara will conduct advertisement and public relations aids in countries where by the brand’s stores are located. With a global market capacity in 80 countries and over 5000 stores distributed among them the marketing strategies will focus on creating awareness of the new collection of jackets effectively. For instance, Zara will carry out immense advertisements in country bases where they have numerous stores such as the United States, Canada, UK, and Netherlands among others. Promotion Promotion is the core of a successful marketing campaign. This is because it is through the selected promotional tool that the success of a new product will gain recognition and demand in the market (Callen, 2010). Zara has in the recent past used online marketing strategy in the launch of their new products as well as advertising. These promotional strategies are informative, cover a wider region and promote the brand’s image. These two major promotional tools have assisted the organization in increasing their profits and also satisfying their customer needs. As a result of this, the new product range will be advertised in newspapers, television and magazines across Zara’s stores. This will be quite costly based the wide global market base but judging from past campaigns the use of advertisements has proven to be effective. With regard to public relations, social media has proven to be quite effective in reaching a large customer base (Levy, 2010). Therefore, as the marketing team will focus on advertising the new range of jackets through various social platforms such as Facebook, Twitter and also the company’s website. People The campaign will require committed staff members. Thus a selection of highly qualified sales and marketing personnel will be employed. People is a concept that is quite significant when it comes to staging up a successful marketing campaign (Bowman, 2010). This is because the staff members responsible for manufacturing and distributing the new collection of jackets will be solely responsible for managing the marketing and sales activities. Conclusion The use of advertising and public relations strategies will definitely guarantee Zara of a successful product launch. It is necessary for the marketing team to focus on how best they can develop the new product to the liking of their targeted consumers. With consideration of the 7p’s and a selection of the best suited promotional tools, the campaign will aim at producing effective results. References Bowman, D., & Gatignon, H. (2010). Market response and marketing mix models: trends and research opportunities. Boston. Callen, B. (2010). Managers guide to marketing, advertising, and publicity. New York, McGraw Hill. Fox, K. (2011). Zara: A Global Success Story. Graziadio Business Review. Gospe, M. 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(2008). International marketing mix. Bologna, Esculapio. Wenderoth, M. (2009). Particularities in the Marketing Mix for Service Operations. München, GRIN Verlag GmbH. ZARA. (2014). ZARA Official website. Read More