Zara Marketing Proposal Meaghan Smith, Melissa McCaul, Christina Ptukhina and Bailea Rutherford

Identify the Problem Increase Purchase.

Celebrity Endorsement 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

Minimalistic Looking Store 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

Feel Trendy Feel Unique Feel Addicted Benefits: 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