Zara新品上市计划中文版

NewCollectionLaunch|MarketingPlan22.10.2009新系列行銷推廣計劃SITUATIONANALYSIS情況分析1TheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearchZaraBrandWheelHigh-StreetFashionAttributes屬性Benefits利益Values價值Personality個性Brandessence品牌精神BrandEssenceTheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearchZaraBrandWheelHigh-StreetFashionFashionableclothes时髦的衣服Variedassortment多變化Trendycolors流行色Femininecuts女性剪切Fashionableproductlinesformoderatecosts时尚的产品線價格適中的成本Customer-centeredbusiness以顾客为中心的经营Runwaytrendsadaptedforthestreets時尚流行趨勢的街道活動Fashion–friendly流行Feminine女性Hotandtrendy熱門新潮BrandEssenceTheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearch5KeysoftheZaraBusinessModelCustomerLogisticsStoreTeamsDesign/Production顧客設計生產團隊店鋪物流TheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearch5KeysoftheZaraBusinessModelCustomer顧客“MaindrivingforcebehindtheZarabrand.”在Zarabrand品牌後面的主要趨動力StartingpointforallZaraactivities所有的出發點都是會了zara的活動力Leadrolein:领导核心::•Storedesign商店的设计•Production生产•Logistics物流•Team团队CustomerTheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearchsTheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearch5KeysoftheZaraBusinessModelStore店鋪“MeetingpointbetweenthecustomerandtheZarafashionoffer.”客戶與zara品牌的提供相遇典1,520storescollectinformationregardingcustomerdemands.520間專賣店的客戶需求Newproductsintroducedtwiceaweek.新的生產制作一周兩次Toplocations–17visits/year/customer最好的位置客戶一年光顧17次Meticulouslydesignedshopwindows‘精緻的櫥窗設計Maximumattentiontointerior&exteriorarchitechtualdesign最大能力的去在內部與外部做設計Appropriatecoordinationofgarments适当的协调的服装Excellentcustomercare傑出的客戶服務StoreTheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearch5KeysoftheZaraBusinessModelDesign&Production設計與生產“Inspirationcomesfromthestreet,music,art…butaboveall,thestore.灵感源于街上,音乐,艺术…,但最重要的是,商店。Proximityofproductionfacilities接近性的生產設備Immediatereactiontotrends.迅速對流行演变趋势做出反应Continuousworkforallteams.團隊工作Managers–teams–customerdemand–forms,designs,fabrics,compliments管理—團隊隊伍——客户的需求-形式,设计、织品,赞美1,186suppliers,200desginers1186供應商200設計師Design/ProductionTheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearch5KeysoftheZaraBusinessModelLogistics“Highlyfrequentandconstantdistributionpermittingtheoffertobeconstantlyrenewed.”697milliongarmentsdistributed5,000employeesatlogisticscentersDesignedwithmaximumflexibility.Customeroriented.24h–receivingordertostoredelivery(Europe)Designedtoabsorbgrowthfornextyears.18%annualdiscountrates.LogisticsTheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearchTheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearch5KeysoftheZaraBusinessModelTeams團隊“Teamswithvastsalesknowledgegearedtotowardsthecustomer.”向广大顾客销售知识89,112professionals89,112專業人士Customeroriented.以客戶為定位調整方向Makethestoresapleasantenvironment.使商店环境宜人Applycorporate,social&environmentalresponsibilityinday-to-daywork.运用公司、社会价值的环境责任在日常工作TeamsTheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearchZara’sPerformanceZARASales€6,824Million銷售6824百萬歐元73countries73國家1,530stores店鋪4newcountriesin2008新增四個國家159storeopeningsin2008159家店鋪新開BrandValue:$8,609M品牌價值TheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearchTheIndustryHighstreetfashionbrand在高度流行路上的品牌15Industrytrends产业趋势Democratizationofluxury平民化的奢華Inclusiveness廣泛的包容性Streettrends流行的道路Designerhouses設計Keysuccessfactors決定成功的重要因素Differentiation&individualism差異化及獨特性Newfashionconsumer新的流行消費者TheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearchCustomerFocusedProductDevelopment顧客關注的產品開發Saturatedindustry飽和型產業Needtoincreasebrandvalue需要增強品牌價值Respondingtocurrentindustrytrends正確的反應工業趨勢Identifyingtheneedfortheproductinthemarket為市場需求所做的識別Afull-shapedbodyisabeautifulbody一個完整的身體就是一個美麗的身體TheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearchCustomerFocusedProductDevelopmentSaturatedindustry飽和型產業Needtoincreasebrandvalue需要增強品牌價值Respondingtocurrentindustrytrends正確的反應工業趨勢Identifyingtheneedfortheproductinthemarket為市場需求所做的識別Marketentrybarriers市場進入障礙Designchallenges設計的挑戰Existingcustomerreactions主顧客的反應“Fatisnotfashionable”肥胖不是流行的Challenges挑戰Opportunities機會TheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearchConsumerAnalysisToday’sfashionconsumer:今天的流行顧客Morechoice,moreeducated,moresavvy&demanding“Newbreedofshoppers”新種類的購物Loyalty忠誠度,variety,多樣化freshness新鮮度TheZaraBrandIndustryAnalysisProductDevelopmentConsumerAnalysisMarketAnalysisMarket&ConsumerResearchFashionConsumerBehaviorAnalysis时尚消费行为分析Interest興趣Involvement投入參與Emotions情感Behavior行為Givespleasure&enjoymentMea