Presented by: Faheem Patni Jolly Prajapati Prakash Adimulam Jitesh Gaikwad Sagar Raskar Rohan Patil

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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.

y Advertising
y Audio-video advertisements on Television, Cinema

Radio, y or Hoardings/Posters etc. y Effective medium for creating awareness y Low control over responses
y Sales Promotion
y Effective medium as more credible to readers than Ads y Little control y E.g., money-off coupons, free gift samples, etc.

y Store Atmosphere
y store s physical characteristics like, layout, signs and

displays, etc create an image in the customers mind.

y Retailer s Website
y Offers opportunity for customers to learn about

products & services.

y Personal selling
y Salespeople satisfy needs

through face to face exchange of information. y Effective medium for influencing the decision to buy. y High level of control. y Good for small businesses with local markets complex products and services.

Retailers inform customers of new merchandise, receipt of order or when order has been shipped. y Direct Mail
y Email, CDs,

y M-Commerce

y Public Relationship
y Main objective is to

establish & maintain a positive image of company among its various public. Various tools for PR y Participation in various community activities, y Sponsorship of special events,

y Word of Mouth
y Most effective & important medium y Extremely cheap

How one can use this medium: y give excellent service and produce good quality y pay attention to packaging y give customers something to pass onto friends such as business cards

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

company tycoon Amancio Ortega,

y The first Zara store was opened in Galicia, Spain in 1975. y Product Strategy- Zara needs just two weeks to develop a new product

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

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

company preferred to invest a percentage of revenues in opening new stores instead.

y ZARA International-

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

y ZARA stands for

- Fashionable clothes - Trendy colors - Promise to deliver

y ZARA s USP
- Customer Philosophy - Design and Production

approach
- Store Design - Employee Values

fashion at moderate price

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).

Coats

Jackets

Blazers

Suits

Trousers n Jeans

Shirts n Tshirts

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

Internet Shopping

Look book

Magazine

Catalogue

Audio

Press

Newsletter

Costumes with pricelist

New

designer

costumes New Arrivals New themes with its pricelist

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

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.

-ZARA s

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

y Project Runway

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

- 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.

- ZARA organized an event

in Europe : Madrid, Milan and London y (Theme: Celebrating diverse body shapes) y - It gave media the prelaunch access to collection.

8 th Sept Seoul, London 9 th Sept Milan, Madrid 10 th Sept New York, LA 11 th Sept Tokyo 16 th Sept - Athens

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 cooperations.

y - 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.

- 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 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

y Shoppers Stop is, as the brand calls itself, 'the first store in the

history of modern retailing in India' y It is present in 14 cities in India with multiple stores in the big metros y 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.

 Shoppers

stop targeted mostly young women and children from urban areas.

men,

Shopper Stop positions itself as a Global premium

Retailer outlet.
Shoppers Stop is positioned as a family store

delivering a complete shopping experience.

Products: 1. Apparel for men and women. 2. Cosmetics, 3. Skincare, 4. Fragrance, 5. Kids apparel, toys 6. Gifts 7. Crossword. 8.Home appliances and travel accessories. 9.Men and Women accessories.

y Arrow y Louis Phillipie y Park Avenue Parx y Van Heusen y Zodiac y Stop y Caliber y Blackberries y Scullers y Givo

y Pepe y Killer y Lee Cooper y Wrangler y Spykar y Life y Allen Solly y Provouge y Wills

Jewellery
y y y y y y y y y

Music
y y

Facet Carbon Sparkles Tanishq FQ Swaroski Gili Oyzsterbay Sarvoski Estelle

Planet M Music World

Home Dcor
y y y y y y

Yamini Four Seasons Viva Welspun Borosil Corning Ware

Fragrances
y y y y y y y y y y y

Watches
y y y y

Christian Dior Ysl Davidoff Joop Diesel Lancaster Nicos

Casio Esprit Fossil Titan

Shoes
y y

Lee Cooper Red Tape Picasso Stop Life

Jil Sander
y

Calvin Klein
y

Boucheron
y

Police

 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.

Print Media is what we believe in

y "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."

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.

y BRAND AMBASSADOR y PROMOTION VIA RADIO y MORE TV COMMERCIAL y USE OF BRIGHT COLORS IN THE ADVERTISEMENTS IN y y y y

SPECIFIC SEASONS ASSOCIATION WITH BIG SPORTS EVENTS COLLABORATION WITH BIG DESIGNER BRANDS CONDUCTING FASHION SHOWS .. BREAK THE TREND AND START SOMETHING NEW .. IN ADVERTISEMENTS

SHOPPERS STOP
y SS spends 18% of its

ZARA
y Zara spends 0.30% of its

revenue on Advertisement y SS sticks to its black and white traditional pattern of ads. y PR activities through Sponsorship y Future TargetInternational Market

revenue on Advertisement. y ZARA is more colorful and bright. y PR activities through CSR y Future Target- Indian Market