Zara

Marketing Proposal
Meaghan Smith, Melissa McCaul, Christina Ptukhina and Bailea Rutherford
 Identify the Problem
❏ Increase Purchase.
 OPPORTUNITIES:
❏ Celebrity Endorsement
Use celebrities to promote the brand

❏ Distribution Centre in Canada

Has only one manufacturing and distribution centre

❏ Visual Merchandising
Focus and create unique visual merchandising strategies to draw more customers in
 ENVIRONMENTAL SCAN
Socio/Cultural Forces
❏ Fast Fashion Trend has caused people to purchase a lot more clothes than ever before
without quality concern

❏ Globalization international integration of view, products, ideas benefits to Zara’s expansion

❏ Cult of youth everybody wants to stay young and stylish so Zara offers this opportunity
 VALUE PROPOSITION

Features

❏ Attractive Music
Sets the atmosphere and relates to the product

❏ Bright Lighting
The colours and details are clearly visible

❏ Minimalistic Looking Store

Visually improves the colours and quality
Benefits:
❏ Feel Trendy
customers know that they buy the most up to date trend right from the runway

❏ Feel Unique
Only a certain amount of each style is produced which creates exclusivity

❏ Feel Addicted
Always new stock and something new to purchase
PROMOTION
COMMUNICATION OBJECTIVE

A business meeting? A cocktail party? A night out? Whenever

you need to stand out, Zara is your place to go.
We provide you with the unique latest trends at the most
affordable price. You will come back for more!
The Promotions
❏ Spend $100.00 in store and get $10.00 off on an online purchase (for a limited time)

❏ Establish loyal relationship with magazine stylists to include more clothes in

editorials

❏ Zara Loyalty Card

❏ Promotional e-mails with coupons and vouchers to subscribers

❏ Celebrity Stylist to come in at select times in select stores