...University of Science and Technology Marketing Management Project ZARA Group Members : -Fadi Nehme -Lilian Shazbeck -Ibrahim Sawma -Lama Snih -Rim El Sandid 2015-2016 Table of Content Executive summary 3 I. History and Back ground 4 II. Mission and Vision 5 III. External and Internal Assessment 7 IV. Market and Marketing Strategy 11 V. Competitors 17 VI. Finances and Prices 23 VII. Distribution and Warehousing 29 VIII. Promotion Mix 30 IX. Sales Forecasting 33 X. Action Plan 36 XI. Production 38 Reference 39 Zara Executive Summary Zara, a prominent name in the world of clothing has been successful ever since its founding in the year 1975. As the market demands began to shift towards a quick response rate and increased competition, Zara had to continuously restructure its strategy to best suit the needs of its industry. Through the careful analysis and external research; internet and multiple databases, the history of Zara revealed that Zara’s marketing strategies and market approach are outdated especially compared to the digital world we are living in. Moreover, the competition present within the industry i.e. Zara’s main competitors, were scrutinized in order to determine the plausibility of their current strategies compared to that of their competitors. Multiple internal and external investigations were undertaken in order...
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............... 2 Literature review ....................................................................................................... 4 The emergence and influence of Big Data ............................................................. 4 Attribution theory .................................................................................................... 6 Last-click attribution modelling ............................................................................... 7 MCAM .................................................................................................................. 10 Discussion .............................................................................................................. 14 Benefits: clearer channels interactions ................................................................. 14 Benefits: better marketing decision and effective budget allocation ..................... 15 Benefits: stay justified and optimised ................................................................... 15 Benefits: improve sales ........................................................................................ 16 Challenges: data management ............................................................................ 17 Challenges: multi-device – switching...
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...more types of clothing exist than the actual number of people. With so many different alternatives of fashion, the fashion industry is trying to please too many customers with variety. There are currently various styles to choose from, and the clothes people wear categorize or label them long before they realize it. The three fashion brands that will be analyzed extensively are Chanel, Nike, and Hot Topic. These brands have apparel but are completely different in their target audience. Chanel is a prestigious high-fashion brand; Nike is a popular athletic line; Hot Topic is musically and artistically edgier with a smaller target audience between the three. With these apparel brands, a person wearing each would be labeled or even stereotyped. One wearing a Chanel’s 2012 Spring/Summer ready-to-wear designer outfit with a white jacket, lambskin dress with pearls, and a glass pearl belt would be labeled as rich, successful, and intelligent. Another wearing Nike running apparel consisting of a shirt, shorts, and footwear is someone athletic and always on the go. An individual in a Hot Topic black graphic music t-shirt with plug piercings would be stereotyped as “Goth”, tough, or edgy. 2. 2. | | | Geographic | * Located at tourist...
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...Business Perspective Assignment | | | Vibhor GargPGDM- Marketing CommunicationRoll No.: 56 | LIST OF CONTENTS | Topics | Page No | 1. | Why Zara? | 2 | 2.2.12.22.32.4 | OverviewBackgroundBeginningGlobal ExpansionsFinancials | 22222 | 3. | Brand Positioning | 3 | 4.4.14.24.34.4 | PEST AnalysisPoliticalEconomicSocio-CulturalTechnological | 33344 | 5.5.15.25.35.4 | SWOT AnalysisStrengthsWeaknessOpportunitiesThreats | 44556 | 6.6.16.26.3 | Business Strategies5 P’s of MarketingPorter Five Force analysisMaslow’s Hierarchy | 77810 | 7. | Recommendations | 11 | 1. WHY ZARA? “People will stare, make it worthwhile”. According to me this is the most apt quote for fashion, clothing. Designer clothes are meant for this sole purpose only and yes, the feel good factor follows. I had dreamt of becoming a fashioner designer during my school days. But due to social stigma I ended up being an engineer and now an mba aspirant. So now instead of designing clothes, I’m studying what makes clothing brand a successful brand. From childhood, I have been a brand hungry person and this has developed a curiosity in me as to how and what makes me want these brands. There are many clothing brands which I have been loyal to but for my individual assignment I have chosen Zara, as it is the new sensation in the market. Being a shopaholic my self I love the brand as they really have a great collection. 2. OVERVIEW 2.1 Background Zara is a flagship brand of...
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...MKT 3151 Creative Advertising & Promotion Coursework 2 STUDENT NAME: Shaun Joseph Chakramakil STUDENT NUMBER: M00476148 MODULE LEADER: Dr.Shing-Wan Chang Company Name: Cadbury Introduction: This report aims to portray an advertisement campaign for Cadbury, a brand owned and sold by Mondelez International. This gives out a range of means for Mondelez to meet below mentioned objectives with promotions running from 1st July 2016 to 30th June 2017, with a budget constraint to £2 Million. This report discusses a collaborative marketing strategy which can be employed by Cadbury, where the company can collaborate with Virgin Galactic LLC, who delivers commercial spaceline services. It serves a carrier craft; a spaceship (WhiteKnightTwo); Satellite launcher vehicle (LauncherOne) (Bloomberg, 2016). The motive of the company is to promote space tourism by commercially making wealthy people go 100 kilometres from earth to outer space and back for a whooping price of £175,000 (Howell, 2016). This report also would discuss matters regarding how to effectively put forth this collaborative strategy for the benefit of Cadbury as a whole. The promotion runs for a year, where the customers will have to participate in a lucky draw contest, which would require them to purchase any 5 Cadbury bar chocolates. The wrappers of these chocolates and contact details of the customers can be either to Cadbury directly via post or dropped in Cadbury Kiosks strategically...
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...product, producing those products and brining them to market, selling them to customers, and making a profit is part of the life cycle of many new businesses. It is at that time that many business owners look to where their businesses can improve, what can be streamlined, and how to better meet the needs of current customers. Further than that is the analysis of how to reach out to new customers, markets, and increase the demand for their products. As the online marketplace expands and more and more consumers look to the virtual marketplace for products, services, and payment options, the opportunity to maximize exposure and business potential expands. Many businesses have an endless opportunity to expand to new markets, adapt the products they produce to expand market share, and modify their marketing plan to reach additional geographical customer niches. In a more defined area of the marketplace, businesses that provide a service to a specific geographical area have different challenges and perceived 2 payoffs to use the online market place to effectively expand the business. An electrical utility, for example, is not able to expand its customer base merely by increasing viability by expanding online to communicate to potential new customers the competitive pricing, reliable service, and products available to those who receive service from their utility. It is increasingly vital for businesses with similar fixed markets to maximize exposure, increase consumer satisfaction...
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...Garage | An Online Business Design | | | | | Viability Why expand the company online? In today’s market shopping has turned into an online mega shopping mall that is open 24 hours a day. If the company doesn’t have a website then the company is business to other companies that do. Whether or not the company has a product that is able to sell online or not the company still needs to have a presence online to expand and increase its sales. Having a presence online gives the company the ability to show its product so that future partners, employees and future customers can easily find the company, its product and other current and future services that the company offers. When having a business online there are a few things to consider, will this company do well? What is the start up costs? Will it provide residual income? Is it easy to manage? These are some of the main questions to ask. There are many pros and cons to having a business online however there are only a few that need to be discussed. Advantages 1. Expanding online gives the company the opportunity to reach millions of people and show what products it has. 2. Starting online does not require a massive amount of capital. 3. Online allows the company to be open 24 hours a day 365 days a year. 4. With a professional website the company can be taken serious and there are endless amounts of opportunity for success. 5. Keeps the company competitive, with an online business size...
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...Comparison Pricing Model The Demand Sensitive Pricing model The B2B Exchange Model The storefront Model • Storefront model enables merchants to sell products on the Web – Transaction processing, security, online payment, information storage • E-commerce allows companies to conduct business 24-by-7, all day everyday, worldwide • An e-commerce storefront should include: – Online catalog of products – Order processing – Secure payment – Timely order fulfillment The Auction Model • Online auction sites – Act as forums through which Internet users can log-on and assume the role of either bidder or seller – Collect a commission on every successful auction – Sellers post items they wish to sell and wait for buyers to bid • Reserve price – The minimum price a seller will accept in a given auction • Reverse auctions – Allow the buyer to set a price as sellers compete to match or even beat it The Portal Model • Portal sites – Give visitors the chance to find almost everything they are looking for in one place • Horizontal portals – Portals that aggregate information on a broad range of topics – Yahoo!, AltaVista, Google • Vertical portals – Portals that offer more specific information within a single area of interest – WebMD, IMDB • • Comparison pricing model – Web sites using shopping technology to find the lowest price for a given item Demand-sensitive pricing model Page 1 • • – Group buying reduces price as volume of sales increase Name-your-price model – Name-your-price for...
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...Group 4: Andi Annisa Zhafira Ramadhania (1406545661), Dimas Bagus Wahyu Baskara (1406545554), Eversti Nevalia (1406545535), Makarim Hirdzi (1406640820), Nadya Anindhita (1406546544), Zhafirah Shabrina Bustanie (1406640985) 1. What is promotion and integrated marketing communication? - Promotion: one of the four Ps of the marketing mix, the coordination of a marketer’s communication efforts to influence attitudes or behavior. Try to make the consumers have the willingness to buy the product that the marketer’s offer. - Integrated marketing communication: a strategic business process that the marketers use to plan, develop, execute, and evaluable coordinate, measurable, persuasive brand communication programs over time to the targeted market. 2. Explain the function of marketing communication? Brand that exists on the consumer mind, is also an effect of the well-maintained long-term marketing communication. Marketing communication manage the relationship between the company and the consumers. It also helps the company to deliver (through the media that the consumer most preferred) the message that a product brings to the consumers targeted. 3. Explain the importance of WOM in promotional activities? Mouth to mouth suggestion, have a strong position in consumer mind. Consumers tend to believe what they heard from others, they would look for recommendation from the other consumer. Hence, WOM promotional activities should be get a priority in marketer list, in order...
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...PROJECT: E-COMMERCE PROJECT PROPOSAL & MILESTONE 1 and 2 TOPIC This proposal discusses the use of e Commerce- buying and selling goods and services online – is one of the biggest uses of the World Wide Web. Starting an e Commerce business or website or expanding an existing business with an e Commerce website can be highly profitable, as the overhead costs of running a web site are very small compared to running a physical shop and have access to a global market. Small businesses that are considered appropriate become options. Tips and Strategies for attracting and keeping customer are also presented. While the paper focused on implement many technologies options available and strategies help companies to success in using e Commerce. There are all sorts of features and tools businesses owner can include in an e Commerce website design which will make the shopping experience quicker, easier, and more enjoyable for customers - and ultimately drive sales. This paper will analyze the difficulty of company and suggest solution can guide will give an overview of the different kinds of e Commerce web site and some of the features that can be included to help drive your sales. There’s also a guide to finding and choosing the right company to help set up own e Commerce web site and start trading online that most business owners should consider. POTENTIAL PROBLEMS & SOLUTIONS Problem When starting an online business selling products or services there are some costs which...
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...| VODAFONE | A Strategic Brand Management Project | | Submitted to : Dr Lubna Nafees | Submitted by:Ram Narayan 11HR-023Shilpi Pachauri 11HR-027Shravani Kosana 11HR-028Indraneal Balasubramanian 11FN-043Aparna Vyas 11FN-019Prashant Garg 11FN-134 | | | TABLE OF CONTENTS Section one: Brand Campaign Descriptors…………………………………………………..03 1. Brief Description of the campaign……………………………………......................04 2. Communication………………………………………………………………………05 3. Advertising Agency…………………………………………………………………..05 4. Frequency of the campaign and the media used………………………………….......06 Section Two: Campaign Analysis……………………………………………………………07 1. Video………………………………………………………………………………....07 2. Introduction…………………………………………………………………………..07 3. Striking features of the campaign…………………………………………………….08 4. Execution of the campaign…………………………………………………………...09 5. Target Audience……………………………………………………………………...09 6. Critique/Recommendations…………………………………………………………..09 Section Three: Brand analysis………………………………………………………………11 1. Value Proposition…………………………………………………………………….11 2. Brand Essence………………………………………………………………………..11 3. Brand Elements………………………………………………………………………11 4. Vodafone Brand Equity………………………………………………………………12 5. Segmentation……………………………………………............................................13 6. Brand Positioning…………………………………………………………………...
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...“The Booksellers” MKTG6200 Creating/Sustain Customer Markets Final Project Executive Summary Barnes & Noble (B&N), Inc., is a Fortune 500 company, the largest retail brick and mortar bookseller in the United States, and a leading retailer of content, digital media and educational products in the country.1 Over the years, we have been faced with decreasing profits due to a shrinking market for print books, competition from Amazon.com Inc., and the costs of investing in our own e-reader.2 Barnes & Noble Education, Inc., one of the largest contract operators of bookstores on college and university campuses, legally separated from Barnes & Noble on August 2nd of 2015.3 Therefore, the college student market segment that purchases their books from a Barnes & Noble Education-owned bookstore will not be discussed. Barnes & Noble Education did contribute to increase the brand name of Barnes & Noble, “The Bookseller”. B&N first store opened in 1917 as a bookstore.4 Since then our company has expanded its store offerings to include toys, games, music selection, coffee, and food. With less than 2 years to the anniversary of the opening of our first store, we recommend returning our focus back to books; our marquee product. Therefore, we will provide a detailed marketing strategy to increase the overall sales of books. We will offer solutions to increase purchases of current customers, address customer price concerns by promoting our loyalty...
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...Solution ……………………….. 21 * Exhibits …………………………………… 23 * References ………………………………… 26 Introduction Bank of America launched mobile banking in May 2007. Mobile Banking lets customers easily and securely access balance information, pay bills with optional Bill Pay service, transfer funds, and find nearby ATMs and banking centers through a mobile application on their smartphones, and through mobile web on their phone browser. Main Challenge WHAT: Increasing overall growth in mobile banking in the financial services industry. Douglas Brown Senior Vice President of Mobile Product Development was quoted, “In less than 3 years we have four million mobile banking customers. That’s an adoption rate almost five to eight times that of our online banking several years ago.” Line-of-business managers are looking for leveraged mobile platforms to meet the needs of their specific businesses. The capabilities of mobile banking through the use of your smartphones or mobile web have become popular with today’s bank customers. WHO: * Jen McDonald, SVP of Bank of America (Digital Marketing Group) * Douglas Brown, SVP of Bank of America (Mobile Product Development) * David Carrel, SVP of Starcom Agency (Strategy and Analysis) WHEN: January 2010 WHERE: Bank of America Headquarters; Charlotte, NC WHY: Functionality of apps to meet different needs and specific businesses. By providing apps to the different target groups such as:...
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...Solution ……………………….. 21 * Exhibits …………………………………… 23 * References ………………………………… 26 Introduction Bank of America launched mobile banking in May 2007. Mobile Banking lets customers easily and securely access balance information, pay bills with optional Bill Pay service, transfer funds, and find nearby ATMs and banking centers through a mobile application on their smartphones, and through mobile web on their phone browser. Main Challenge WHAT: Increasing overall growth in mobile banking in the financial services industry. Douglas Brown Senior Vice President of Mobile Product Development was quoted, “In less than 3 years we have four million mobile banking customers. That’s an adoption rate almost five to eight times that of our online banking several years ago.” Line-of-business managers are looking for leveraged mobile platforms to meet the needs of their specific businesses. The capabilities of mobile banking through the use of your smartphones or mobile web have become popular with today’s bank customers. WHO: * Jen McDonald, SVP of Bank of America (Digital Marketing Group) * Douglas Brown, SVP of Bank of America (Mobile Product Development) * David Carrel, SVP of Starcom Agency (Strategy and Analysis) WHEN: January 2010 WHERE: Bank of America Headquarters; Charlotte, NC WHY: Functionality of apps to meet different needs and specific businesses. By providing apps to the different target groups such as:...
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...Suggested Solution ……………………….. 21 Exhibits …………………………………… 23 References ………………………………… 26 Introduction Bank of America launched mobile banking in May 2007. Mobile Banking lets customers easily and securely access balance information, pay bills with optional Bill Pay service, transfer funds, and find nearby ATMs and banking centers through a mobile application on their smartphones, and through mobile web on their phone browser. Main Challenge WHAT: Increasing overall growth in mobile banking in the financial services industry. Douglas Brown Senior Vice President of Mobile Product Development was quoted, “In less than 3 years we have four million mobile banking customers. That’s an adoption rate almost five to eight times that of our online banking several years ago.” Line-of-business managers are looking for leveraged mobile platforms to meet the needs of their specific businesses. The capabilities of mobile banking through the use of your smartphones or mobile web have become popular with today’s bank customers. WHO: • Jen McDonald, SVP of Bank of America (Digital Marketing Group) • Douglas Brown, SVP of Bank of America (Mobile Product Development) • David Carrel, SVP of Starcom Agency (Strategy and Analysis) WHEN: January 2010 WHERE: Bank of America Headquarters; Charlotte, NC WHY: Functionality of apps to meet different needs and specific businesses. By providing apps to the different target groups such as: Merrill Lynch brokerage, mortgages,...
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