Presented by:Faheem Patni 26

Jolly Prajapati 27

Prakash Adimulam 53

Jitesh Gaikwad 67

Sagar Raskar 88

Rohan Patil 118

Communication Mix for ZARA International & Shoppers Stop

Communication mix is the range of various approaches &

expressions of the marketing idea developed with the hope that

it be effective in conveying the idea to the diverse population of

people who receive it.

Importance of Retail Communication Mix:

Integral part of retailer’s Marketing Strategy

Used to inform the customers about the retailer, the merchandise

and the services.

Serves as a tool for building the store image.

Retail Communication Mix

AdvertisingSales promotion

Store AtmosphereRetailer’s Website

Personal SellingDirect MailsM-Commerce

Public Relationship Word of Mouth

Basic Elements of Communication Mix

ImpersonalPersonal

Paid

NonPaid

AdvertisingAudio-video advertisements on Television,

CinemaRadio,

or Hoardings/Posters etc.Effective medium for creating awarenessLow control over responses

Sales PromotionEffective medium as more credible to readers

than AdsLittle controlE.g., money-off coupons, free gift samples, etc.

Paid Impersonal Communication

Store Atmospherestore’s physical characteristics like, layout,

signs and displays, etc create an image in the customers’ mind.

Retailer’s WebsiteOffers opportunity for customers to learn about

products & services.

Personal sellingSalespeople satisfy

needs through face to face exchange of information.

Effective medium for influencing the decision to buy.

High level of control. Good for small

businesses with local markets complex products and services.

Paid Personal Communication

Retailers inform customers of new merchandise, receipt of order or when order has been shipped.

Direct MailEmail, CDs,

M-Commerce

Public RelationshipMain objective is to

establish & maintain a positive image of company among its various public.

Various tools for PRParticipation in

various community activities,

Sponsorship of special events,

UNPAID IMPERSONAL COMMUNICATION

Word of MouthMost effective & important mediumExtremely cheap

How one can use this medium:give excellent service and produce good

qualitypay attention to packaginggive customers something to pass onto

friends such as business cards

UNPAID PERSONAL COMMUNICATION

Zara is the flagship chain store of Inditex Group owned by Spanish

company tycoon Amancio Ortega,

The first Zara store was opened in Galicia, Spain in 1975.

Product Strategy- Zara needs just two weeks to develop a new product

and get it to stores, compared with a six-month industry average.

Its most unusual strategy was its policy of zero advertising; the

company preferred to invest a percentage of revenues in opening new

stores instead.

ZARA International-

Shops in following continents: Africa, America, Asia, Europe, Middle

East.

ZARA INTERNATIONAL

ZARA stands for

- Fashionable clothes

- Trendy colors

- Promise to deliver

fashion at moderate

price

ZARA’s USP

- Customer Philosophy

- Design and

Production approach

- Store Design

- Employee Values

Zara stores have men's clothing and women's clothing, each of these

subdivided in Lower Garment, Upper Garment, Shoes, Cosmetics and

Complements, as well as children's clothing (Zara Kids).

Product Mix

Coats Jackets Blazers Suits Trousers n’ Jeans

Shirts n’ T-shirts

Male n’ Female

Accessories,

loungewear

Shoes n’ Bags

Product Line

- Luxury class- Plus size fashion consumer (increase satisfaction with brand)- Woman of age group 18-24 yrs- Working woman in large cities- Woman pursuing higher education- People with mid-range income interested in fashion

Segmentation

Communication MixInternet Shopping

Look book

Magazine

Catalogue

Audio

Press

Newsletter

Magazine Cover page

Costumes with pricelist

Catalogue Autumn Winter, 2010

•New designer costumes•New Arrivals •New themes

with its pricelist

Look book

A special application in i-pad and i-phone which displays its products with its pricelist.

ZARA i-pad / i-phone

-ZARA’s website is its main communication channel: it includes,

1) CSR initiative

2) Viral videos of various campaigns

3) Tips on how to dress for your body shape.

4) Online community of hip, young, tech savvy women that would exchange fashion advice and act as feedback for new line.

Internet Communication

-Displays look book woman / man-Displays its new arrivals-Look book man making event-Look book Woman making event-Range of clothes

ZARA on social networking sites-

Facebook

Media Co-operations

Project Runway – To pass message to general audience with the goal of promoting inclusiveness and individualism.

Public Relations- It maintained PR by designing nice look book

which made its way to the tables of every fashion editor.

- It focused on PR in order to be able to make sincere proposition to the real woman.

Events- ZARA organized an event

in Europe : Madrid, Milan and London

(Theme: Celebrating diverse body shapes)

- It gave media the pre-launch access to collection.

8th Sept – Seoul, London9th Sept – Milan, Madrid10th Sept – New York, LA11th Sept – Tokyo16th Sept - Athens

ZARA Fashion Night Out Sept, 2010

• To inform consumers about new product line• To create positive emotions in connection to it.• To generate consumer interest.• To purchase intentions of new products.• Incorporate PRINT advertising in ATL campaign• BTL focused on brand communication, public

relations, elaborate internet campaign, local evens, media co-operations.

Promotion Campaign

- They spend only 0.3% of their revenues on advertising.

- No billboards are put up.- It feels that its shop windows,

the contents of which are also decided in LA Corwa are all advertising it needs.

Advertisements

- They invited fashion students from Central Saint Martin to participate in a competition aimed at designing curvy body shape costume.

- Winners were to be announced via INTERNET through polls then they would get chance to design part of new line in collaborations with Zara designers.

ZARA - CSR

- ZARA can get into heavy advertisement (invest more)

- It has recently launched its outlet in New Delhi, India so it can get into more advertisement with celebrity endorsements.

- Promotion campaigns- Events (across India)- Press releases- Print media- CSR activity in India

Communication Strategy 2010-11

Shoppers Stop is, as the brand calls itself, 'the first store in the history of modern retailing in India'

It is present in 14 cities in India with multiple stores in the big metros

Shopper's Stop was founded by K Raheja Corp. in October 1991 with its first store in Mumbai. From being a men's ready to wear store it soon evolved into a complete family lifestyle store. As of 2008, Shopper's Stop had 1.3 million sq. feet. of retail space spread across 24 stores in 11 cities in India with a retail turnover of over Rs. 12.07 billion.

COMPANY PROFILE

• Shoppers stop targeted mostly young men, women and children from urban areas.

• Shopper Stop positions itself as a Global premium Retailer outlet.

• Shoppers’ Stop is positioned as a family store delivering a complete shopping experience.

Targeting & Positioning

Products:1. Apparel for men and women.2. Cosmetics,3. Skincare,4. Fragrance,5. Kids apparel, toys6. Gifts7. Crossword.8.Home appliances and travel accessories.9.Men and Women accessories.

Product Mix

Apparels Arrow

Louis Phillipie

Park Avenue Parx

Van Heusen

Zodiac

Stop

Caliber

Blackberries

Scullers

Givo

Pepe

Killer

Lee Cooper

Wrangler

Spykar

Life

Allen Solly

Provouge

Wills

Jewellery

Facet

Carbon

Sparkles

Tanishq FQ

Swaroski

Gili

Oyzsterbay

Sarvoski

Estelle

Music

Planet M

Music World

Home Décor

Yamini

Four Seasons

Viva

Welspun

Borosil

Corning Ware

Fragrances

Christian Dior

Ysl

Davidoff

Joop

Diesel

Lancaster

Nicos

Jil Sander

Calvin Klein

Boucheron

Police

Watches

Casio

Esprit

Fossil

Titan

Shoes

Lee Cooper

Red Tape

Picasso

Stop

Life

• Communication Strategy-Reaching out to the customers in their own style and language

E.g.- The first Shoppers Stop store in Lucknow was named “Tehzeeb”.

• Organizes major Promotional Events from time to time e.g. “Fly to Santa Land”, “Gear up for the school” and “Salwar Kameez Dupatta Exchange” etc.

• Organizes Local Festivals like Durga Puja in Kolkata, Onam in South and Dhanteras in North.

PROMOTION

Print Media is what we believe in…

All about Ads

Vinay Bhatia, customer care associate and vice-president, marketing and loyalty, Shoppers Stop, says

"The history of Shoppers Stop ad is not only the brand's journey through the years but also a reflection of the changing consumer aspirations and outlook. The store's baseline has been changed over the years and is a direct indication of the changing attitudes of the consumers towards shopping."

1992

•'The Ultimate Shopping Experience'

2005

•'Shopping and Beyond'

2008

•'Start Something New'

The store's baseline

1991- Exclusively Male

1992 – We Became a Family stop!!!

1994- Brand Campaign

1998 - Parikrama

2001 – 7 Wonders

2003 Moods Campaign

2005 Australia Fest

2006 April brand Campaign Summer Spring

2008 Brand Campaign(Go Green)

2010 – Brand Campaign

What’s on their mind NOWWW

THE BOLLYWOOD CONNECTION

Shoppers’ stop through internet

Shoppers Stop & Zoozoo merchandise

Shoppers Stop with its outdoor agency OMI (part of Laqshya Media Group)

THEN

NOW

Govind Shrikhande, CEO, Shoppers’ Stop said, “It is more classical, rich and authoritative, something Shoppers’ customers connect with. Black and white gives us a strong brand recall value.”

Why Black & White

BRAND AMBASSADOR PROMOTION VIA RADIOMORE TV COMMERCIALUSE OF BRIGHT COLORS IN THE

ADVERTISEMENTS IN SPECIFIC SEASONSASSOCIATION WITH BIG SPORTS EVENTSCOLLABORATION WITH BIG DESIGNER

BRANDSCONDUCTING FASHION SHOWS…..BREAK THE TREND AND START SOMETHING

NEW….. IN ADVERTISEMENTS

Communication Strategy 2010-11

SHOPPERS STOP

SS spends 18% of its revenue on Advertisement

SS sticks to its black and white traditional pattern of ads.

PR activities through Sponsorship

Future Target- International Market

Zara spends 0.30% of its revenue on Advertisement.

ZARA is more colorful and bright.

PR activities through CSR

Future Target- Indian Market

Comparison

ZARA