Improvement on the Timeless Zara Ad Campaign 2017
First will be running a new ad campaign that includes models from the 2017 Timeless campaign coupled with other actors within the age group of the demographic targeted for expansion. Second shall be the creation of an interactive smartphone mobile application that will provide access to the online market as well as a means for the company to increase customer interaction with the customers and as such, increase the customer satisfaction. The report shall show how these different avenues shall be achieved through the SOSTAC model as well as the use of visual aids and a Gannt chart to give a timeline on the possible time cost. The two processes shall work in tandem and take approximately 27 weeks to achieve completion. Table of Contents Executive Summary 2 Chapter 1: Introduction 4 Chapter 2: Situational Analysis 4 Chapter 3: Objectives 6 Chapter 4: Strategy 7 Chapter 5: Tactics 8 Chapter 6: Action 9 Chapter 7: Control 11 Conclusion 11 Work Cited 12 Chapter 1: Introduction Zara is s fashion company that designs, manufactures and sells clothes for all genders and accessories for men, women and children as well.
This in turn has fostered a culture of customer loyalty to the brand (Ahirwar S. However, amongst its weaknesses, the company insists first on controlling the whole supply line for the products it uses to make the clothes. This marks up the cost of production as it is not possible for the company to take advantage of the various benefits that outsourcing provides. This is also in tandem with its insistence on manufacturing in Europe. Half of the products that Zara sells are made in Spain, 26% in the rest of Europe and the other 24% in Asia and Africa. Increasing targeted marketing at each of these regions provides an opportunity for the company to attract new customers as well as gain their loyalty.
Furthermore, there is more to be had in terms of their customer relations. Zara could borrow a leaf out of most fast food franchises by increasing customer interactions over the internet, especially on social media platforms such as Facebook, Twitter and Instagram (). These avenues are frequented by billions of individuals () and increasing customer relations serves to both increase customer satisfaction as well as act as a form of advertisement for the company. This is especially probable when the outcomes of the customer interactions are accidentally humorous in nature. The next threat to consider is also the reason for the company’s success. Changing tastes in fashion. Fashion is unique in that the products will over time lose value in ways not related to the wear and tear of the product, but the arbitrary loss of favour of certain fashion choices in the eyes of the public.
This means that the company needs to continuously change their products and design new ones in order to keep them fresh and interesting enough to continue to attract customers (Ahirwar S. Chapter 3: Objectives With this understanding of where the company stands in terms of market position and targeted customers, it is possible to pinpoint areas where there is opportunity for the campaign improvement. This linking would prove interest due to the good will the Timeless campaign had already garnered, and then add to it new nuances of sisterhood and generational ties that could then interest a different demographic of individuals. This would espouse the ideals that the Zara brand is multigenerational and open to all demographics. This inclusivity would translate into the same praise that was generated for the Timeless campaign.
It would also add to the awareness of the brand among the younger generation With data showing that most app users are of the younger generation, rolling out the campaign in tandem with the Zara app/shopping store would create a buzz that would attract the younger generation and increase data traffic for the website or store as well as app usage, increasing brand awareness. Chapter 5: Tactics Mobile phone applications are extremely effective at capturing new markets and making existing interactions between companies and their clients more efficient. However, this consultancy firm’s confidence in the ability of this tweaked campaigns ability to work is that it hits all the key notes that made the Timeless campaign itself successful. For one, it endorses the spirit of a free soul unencumbered by self-doubt.
One of the chief reasons given for the campaign’s success was not that it used older models, but that the models looked and spoke confidently about the experience that their older ages afforded them. This confidence is what resonated with the populace because it is very much what people desire as well. The ability to be confident in their own skin and perfectly at peace with the passing of time. It will be extremely important for data collected to be securely stored in order to ensure that the system does not loose data to malicious attacks. The tweaking of the Timeless ad campaign will involve a recall of the actors previously involved in the first campaign as well as a casting call for other actresses age 21 and below.
The ads will then be shot in similar fashion with discussions between the actresses showing the different states of their lives and dreams as influenced by their ages and experiences. It would be of particular merit to the program if actual family relations to the actors in the first campaign could be used in the second one as the younger actresses in order to allow for the depiction of a more familial, more relatable bond. This will better achieve the ad campaigns goal of providing a link between the generations and getting the younger generations excited. As the ads shall also be appearing before the beginning of other videos on the platform, it will also be important to note the number of times that the Zara page has been visited through individuals clicking links on those adverts.
Finally, the number of likes the campaign attracts on Instagram shall also be tallied and used as an indicator of the campaigns popularity. Conclusion These two approaches attempt to combine the best avenues for the success of the new campaign, building on the success of the 2017 Timeless campaign. By doing them both at the same time, there is a lager chance of success for the success for the campaign. Work Cited Ahirwar, Sunil. org/report/52” Clapp, Jennifer. “Food Security and International Trade: Unpacking disputed narratives. ” Food and Agriculture Organisation of the United Nations. 2015 Green, John. “Globalization II - Good or Bad?: Crash Course World History #42. , “Majority of digital media consumption now takes place in mobile apps. ” Tech Crunch, 21. 2014 Rodrigue, Paul. “Globalization and International Trade”.
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