According to research studies that Interbrand has conducted in the last one year, Zara is considered to be the third strongest brand in the fashion sector. The company has recorded phenomenon growth in the last one decade and it is not showing any signs of stopping its pursuit for success in the near future. Based on the company’s unprecedented growth, it is very obvious that the company is aiming to become the best in its sector. Therefore, Zara’s brand goal is to become the strongest brand in the fashion sector and the campaign objectives include creating awareness through the use of online marketing, building preference among all genders, and inducing trials among the different market segments. It is important to note that the company will in great part achieve its brand objective through the use of digital campaigns (Miller & Que, 2012).
Campaign Objectives:
- Creating consumer awareness
The invention of technology has made it very easy for marketers to reach their target markets because of the fact that consumers have embraced technology with a positive attitude. Some of the most common technological inventions include the use of mobile phone for communication and access to the internet through mobile phones. Consequently, the world has become a small village whereby people from different continents can communicate with each other very easily. Therefore, it makes it very for Zara to create awareness among its customers because most of them have access to the use of internet and electronic devices such as computers and mobile phones (Jones, 2008). However, it is important to note that the advent of technology has increased competition among business organizations. Therefore, Zara will adopt the use of technology that will enable it develop a competitive advantage in its efforts to become the greatest brand in the fashion industry.
The first step will be the utilization of social media in creating awareness of the various products offered under the Zara brand. According to research statistics, it is believed that more than one billion people have access to the use of social media sites such as Facebook, Twitter, and Linkeldn. Facebook is the leading social media site with more than one billion users. The company will use the advertising services of facebook to create awareness among the users of the social site (Sheehan, 2010). Zara will also open a fan page through which products will be presented and orders taken from willing customers.
- Building preference among all genders
Zara has for a very long time been considered as a feminine brand because the most popular brands target the female market segment. In order to maximize on the benefits of having a generally strong brand, the company will target male consumers in order to get a higher preference among the consumers (Miller & Que, 2012). Therefore, the company will present a new image as a brand that meets the needs of all the consumers regardless of their gender and age. The digital promotional campaigns will include campaign messages aimed at the general market and creating a balance in the exposure of all the products to reduce overreliance on female products.
- Inducing trials among the target market
Trials act as the best promotional approach when entering a new market because it provides customers with the firsthand experience with the product. Zara offers one of the best products in the fashion industry and inducing trial will offer the company an opportunity to attract consumers who are yet decided to be loyal to a brand or are unhappy with their existing brand. This will be achieved through the use of the digital media such as social media whereby customers will make requests and the company will select customers who will be offered with trial products (Jones, 2008).
References
Jones, K. B. (2008). Search engine optimization: Your visual blueprint to effective Internet marketing. Indianapolis, IN: Wiley.
Miller, M., & Que, J. M. (2012). B2B digital marketing: Using the Web to market directly to businesses. Indianapolis, Ind: Que.
Sheehan, B. (2010). Online marketing. Lausanne: AVA Academia.
