ZARA Marketing Communication Plan – Analysis Case Study Overview

Executive Summary 

            The following paper includes the description of a marketing communication plan for creation and promotion of the brand Zara in Melbourne. An event is being planned in a concerted manner with an effort to raise money for breast cancer. This event has been planned in order to connect the brand with the consumer with adding a cause and present the brand in a compelling and unique way. A fashion show has been planned by the company at Bourke street mall. The event require the assembling of some popular brands as sponsors and bring in some bands, models and other attractions for raising the awareness of the cause and also raise large amount of money in order to assist in finding cure for the cause.

The areas covered in the below stated marketing communication plan includes the description of the overall event, which includes the Zara brand analysis, and the customer analysis. Under this section the overall analysis of the company has been shown and the customers segment which will be targeted by the company for the event. The plan also includes the analysis of the audience that the marketing event or plan will attract. The plan analysis also focuses on the also band analysis as which band will suit the Zara brand the most. The overall event details is also described in the plan as what activities are planned in the overall plan and what activities will be taking place in the event or the course of the festival.

The plan also includes the factors related to the sponsorship activity, list of potential sponsors is evaluated and the analysed which can be effective in raising the funds for the cause and will promote the event in an effective manner. The paper also includes the promotional efforts that will be required for making the event successful and bring in more and more visitors and people to the event. The paper also includes the proactive and reactive strategy which the organization can use for maintaining the public relations. Finally a conclusion is drawn from the overall analysis of the plan and its successful implementation.

Event Analysis

Brand analysis – Zara is an international Spanish accessories and clothing brand which is based in Arteixo, Galicia and is founded in the year 1975. The brand has been founded by Amancio Ortega and Rosalia Mera. The company also owns several fashion brands in the names like Stradivarius, Uterqüe, Massimo Dutti, Oysho, Pull and Bear and Bershka. The company has been described as the most innovative and overwhelming retailer in the world (Schaffel 2004). The company is the fashion impressionist. It focuses its attention in high understanding of the current fashion trends that were demanded by the customers and try to deliver those products to them (Know Your 20 Percent: Part One – What Zara Can Teach You About Seasonal Campaigns 2012).

 Zara mostly deals in fashionable items, and offers considerably more products than any other company in the same industry. Zara has been an international brand having its presence in several nations and countries (Torun 2007). Zara has more than 1200 stores all around the world. The brand is also famous for its trendy clothing for men, women and children. The company has several retail locations all around the world and is one of the biggest fashion retail groups in the world. The company provides high fashion and low cost brand message by several unique marketing practices. The company has several brands which are endorsed by several celebrities (Badía 2009).

The main marketing factor of the company is the selection of the specific locations for its stores as the company mainly opens its stores in heavily trafficked and high end retail markets where they can find large number of customers. More than 92 % of the company overall stores are run and owned by Zara which helps the company to have better control over its operations and execution of the strategies in all of its stores (ZARA 2012). The company is also able to make more than half of its products and launches products which are in high trend. Looking at the company website it can also be analyzed that the company is high on achieving its brand goal of driving high traffic on its retails locations. Thus Zara is the fashion brand which attracts young and fashion industry traffic to be at the event (Tungate 2008).

Audience analysis  – The main audience who will be visiting the event includes large part of youth who are highly attracted towards the clothing and related to fashion. The people related to the fashion industry are also targeted to visit the event. The youth including men and women are the main target of the company and the females who will be targeted in order to create awareness of the noble cause of increasing awareness about breast cancer in women. The company also targets hospitals and research centres to take part in the event in order to provide facilities to the patients of the breast cancer and also some of the charities who will raise fund for the benefit of the patients suffering from the disease (Smith and Taylor 2004).

The consumer audience which is targeted by the company includes the low income group which is targeted by selling high fashion low cost products. The company targeted audience also includes the middle income segment who is also one of the potential customer bases for the company products. The company offers low cost products in order to capture the average income group which the largest segment is laying in between the creamy layer or high income group and lower income group. The company targets men, women and children, and believes that trendy fashion is not only for the average sized people. The company targets people of all body types and works on believe that everyone deserves to wear cloths related to current fashion trend.

Band analysis – There are several bands that are working in the Melbourne area. But the most potential bands that can work well with the brand Zara will be related to those which perform rock concerts. As the rock concerts are highly liked by the youth and the company is also targeting the large number of youth to attend the event. The company must focus on hiring the services of some individual musicians that can perform individually in order to grab the mid aged segment as well in order to cover its brand and marketing concept of providing clothing to each size of customer group (McDonald 2009). The lists of rock bands may include which the company can select are Wicked City, Dollsquad, Sin City, Crystal Thomas, ROOT!, Sin City, Forteen Nights at Sea, Crackwhore, The Bakelite Age, Drifter etc.

The two most suitable bands that can be used fro the event being selected among the top ten bands of Melbourne listed above may include:

Wicked City: This is a three piece rock band with from Melbourne. This performs loud roc music, and will be suitable with respect to the fashion event and attract large number of youth at the event.

Dollsquad: This band is a unique Melbourne based six pieces all girls rock band. The band is highly fashionable and will helping raising the event purpose of raising funds and creating awareness about the breast cancer among the women. This band being the girl’s band will also be helpful in promoting the fashion sense of the Zara Company. This band will also help in promoting the sponsors who are also related to the breast cancer and also related to the fashion industry.

Event details – The overall event or festival will include several activities which will help the company marketing communication plan to be successful. The festival will also include fashion shows which will represent the new fashion apparels range launched by the company during this season. The fashion show will include famous models and celebrities which will become an attraction for the show. The show will also include several fashion designers who will be showing their coming collection inspired by the Zara collection. The festival will also includes several contests like the best dress up award, the quiz contests related to the brand Zara. The make over section in which customers can take services like their overall make over at a very low cost. The event will also showcase the awareness and promotion of the several charities associated with the company to promote and create awareness about the breast cancer in women. The charities will be showcased in the event and the event will last for four days (Smith and Taylor 2004).

Sponsorship Activity

            The event will also require several sponsors for the promotion of the event. Eight sponsors have been selected from different areas of business which will be benefited by the event. The sponsors include the national and the local brand sponsors.

The international house ware association: This is a large retail company or store providing first hand consumer lifestyle and products and trendy items related to all the areas of home for both inside and outside under single roof. This brand fits with the event as this provides the products related to home and the company has gathered women as their main target and also used the cause to create awareness related to breast cancer. The brand will also benefit from the audience gathered as more women are targeted at the event and the products offered by the company are mainly handled by the women. This will require large space for its promotions the company will display its products it offers and thus will also make large amount of money (Masterman and Wood 2006).

The royal Melbourne hospital: This is the hospital which specialised in breast cancer and its awareness. This will become more and more appealing as the cause of the event is related to the hospital. Services and promote the business of the hospital. This will also require large amount of sponsorship fee due to it high marketing and requires large space to perform the free checkups of females (The Royal Melbourne Hospital 2012).

Cabrini Hospital: This is also one of the potential sponsors as this includes the researches and doctors who specializes in the treatment of breast cancer, this is used because the hospital will be benefited by the cause of the event. This can become the major sponsor and will provide the maximum amount of money as a sponsor. Though the space required by the sponsor is less but this will highly benefit the company in long term.

Fashion First: This is the job site related to the fashion industry. This is highly related to the event as the event also includes the fashion industry personnel’s persons who are related to the fashion industry. The youth related to the fashion industry and who are participating in the fashion show are also get benefited from the sponsor. The sponsor fits with the event as the company will get several queries related to the vacancies available to them related to fashion industry. This will also become medium level sponsor with moderate amount of sponsorship as this will just require a counter to interact with the potential job seekers (Fashion First 2012).

The west Australian: This is the daily edited newspaper in Australia, and will be helpful in promoting the brand Zara. The paper includes the national, international and local news and includes a section related to the fashion industry. This brand fits with the event as the news related to the event will only be published in this news paper and thus will also promote the sales of the paper. The sponsor will be benefited as the paper will increase its circulation due to the only paper to print the news of the event. This sponsor will provide a high amount of money due to being the single paper to display the printed news related to the event. This wil also require high space for promotion and advertising and a counter to sell papers and also register the individuals for their daily sales.

Melbourne’s GPO: This is the one roof stop mall that caters services to large customer base and diversified products this sponsor will be benefited by displaying its services and large number of brands existing less than one roof. The sponsor may be benefited as this will receive the attention of several customers at one place and can be promoted easily. The company will become a small sponsor and will require a small space for advertising using hoardings (Melbourne’s GPO 2012).

Seven Networks: Being a commercial television network the company will become the major sponsor of the event, promoting its serials and displaying its artists at the fashion show and creating attraction among the general youth. This will get benefited by gathering a large number of viewers for its new shows and will also present the TV commercials of many shows the company is planning in the coming period. The company will require less space as all the display will be done on the TV screen and the projector screens (Seven networks 2012).

Ten Network Holdings Limited: This is also one of the major sponsor of the company, as being the single media sponsor of the event the company will e benefited as the company TRP will increase with large number of viewers at one place. The sponsor will get benefited by the increase in its viewer ship in the short period.

Selling the Sponsorships

            After the finalisation of the potential fits of the sponsor with the events the companies will be approached by arranging a personal meeting with the managers of the companies. The companies will be approached by personal contacts and meetings with their mangers. The sponsorship will be sold with a perfect presentation of the expected success of the event and showing the potential benefits to the expected sponsors they will be gaining by sponsoring the event. The sponsors will be provided with the analysis of the expected number of gathering and the expected customer’s base which will be beneficial to be tapped in this short period of time. The sponsorship will be sold by showing them the benefits and the potential advantages they will be getting in an easy and lucrative manner (Hoyle and Preston 2012).

Promotional Efforts

            There are several promotions techniques used by Zara Company in order to make the event successful. The sales promotion efforts adopted by the company include several schemes launched by the Zara Company as well as the other sponsors of the company. Several discounts vouchers are being distributed fro free in order to attract the customers to avail the discounts by visiting the events. Several prices off offers are also launched specifically for the event visitors for the coming 6 months. The distribution of the coupons was also distributed by the news paper which has become the sponsor of the company by the registration or booking for the regular supply of news paper? Several schemes related to discounts in the treatment of the breast cancer are offered by the sponsor hospitals and also discounts on the monthly checkups. Several other schemes like special prizes for selected visitors by the way of lucky draws were also launched in order to promote the event. The use of the social media like the face book has also been extensively used to attract large number of visitors and youth (Masterman and Wood 2006).

This media is done in order to cover a large social media by developing pages for the event and inviting the people to show or mark whether they are visiting the event or not, so that the event can be managed in an appropriate manner. The use of the support media and the sponsors like Seven Networks, Ten Network Holdings Limited, were used to promote the events on the television network in order to create the event a large mega event. The TV channels were used to provide advertisement related to the event and were also promoted on some health shows as well as fashion events. The direct marketing channels were also used in order to promote the event.  Direct marketing channels like sending invitation mails, phone calls, presentation in corporate were also done in order to gather visitors at the events (Hoyle and Preston 2012).

The promotion campaign also includes the delivery of the message to the community people by the use of the television channels to visit the event and help in the minimization of the breast cancer. The promotion effort also includes the use of the templates and their distribution the use of hoardings and light focus to mark the event in the coming period. The promotion campaign also includes the use of several celebrity endorsements to make the event popular (Wright and Siwek 2006).

Public Relations

            Public relation efforts are also put in order to promote the event in an effective manner. Both the proactive and reactive public relation strategies have been prepared under the marketing communication plan in order to make the event successful.

Proactive Strategy-  The proactive strategies available for maintaining the public relations are with the use of the television channels and also the use of the print media. These efforts are done in order to meet the marketing objectives. The event will be effectively communicated to the general public using the digital media and also the print media. The company will also use the internet technology and its website to promote the event. The compan7y will also use the social media to promote the event the use of the social networking sits will also be used like face book, orkut to make people aware about the event and make the event a large success (Masterman and Wood 2006).

The communication is also done by using the news channels and promoting motive of the event as a noble cause. The use of the celebrity endorsement for promoting the event will also be used in order to bring tin the attention of the general public and the media and the news media provides relevant information to the general public about the event. The proactive public relationship strategy is also to make proper security arrangements and also the arrangements for the concerts and the fashion show that is going to be organized at the event. The tickets for the live rock concert will also be sold via several online websites which will help in gathering a large public (Hoyle and Preston 2012).

Reactive Strategy- The reactive strategies were also prepared in order to meet the problems faced during the event. The preparation also includes the proper management of the security to handle large foot prints of the visitors and to manage the arrangements so that no casualties happen in the event. Proper reactive strategies have been prepared to meet any casualties like proper fire arrangements to face the problem in case fire erupts at the venue. In case of a boycott of the event the event will be promoted more based on the noble event i.e. the breast cancer awareness camp in order to breaks the resistance of the people and make the event a successful one. The reactive strategy also includes the preparation of a team which will handle the overall event and also any resistance if raised by any group of people (Wright and Siwek 2006).

Conclusion

            From the above analysis of the over all marketing communication plan it can be concluded that the marketing communication plan is the vital factor which needs to be prepared before the initiation of the workings of any event. This helps in effective planning and organizing of the event and creates chances of the success of the event. It can also be concluded that the communication plan must also include the analysis of the overall event at the first place in order to make the outline of the event. After this the proper planning associated with the sponsorship activity needs to be framed which helps in gathering of the funds for the purpose of organizing the event. The strategies associated with how the sponsors will be tapped also needs to be framed in order to make the bargaining in a better manner and raise more and more amount of sponsorship. It can also be concluded that the promotional activity associated with the event needs to be planned and the measures to be used also needs to be defined. The public relationship efforts to be extended and the proactive and reactive strategies must also be prepared in order to meet the problems associated with the event. Thus it can be said that covering all these points will ensure success of the event.

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