BMP4004: Zara Perfume Marketing Campaign and Strategy Report

This report analyzes Zara's marketing campaign for its perfume products, focusing on objectives, strategies, and social media engagement. The campaign aims to enhance brand image, increase profits, and build customer loyalty. The report details the marketing plan, including communication strategies across Facebook, Instagram, Twitter, YouTube, and the company website. It discusses the use of hashtags, online reviews, and website events. The reflection section provides insights into Zara's approach to promoting its perfume products through social media, highlighting the importance of creative content and customer engagement. The report concludes with a summary of findings and references to relevant literature, demonstrating how Zara leverages various platforms to achieve its marketing goals and build customer loyalty. The report also explores the measurement of success and provides an overview of the marketing campaign's effectiveness.

BMP4004 Contemporary
Issues in Marketing

Table of Contents
Introduction......................................................................................................................................1
Campaign objectives........................................................................................................................1
Measurement of success:.................................................................................................................1
Campaign plan.................................................................................................................................1
Communication 1: Facebook......................................................................................................1
Communication 2: Instagram......................................................................................................2
Communication 3: Twitter..........................................................................................................2
Communication 4: YouTube.......................................................................................................2
Communication 5: Website.........................................................................................................3
Reflection on Campaign..................................................................................................................3
Social Media................................................................................................................................3
Hashtags: Twitter and Instagram................................................................................................3
Reviews: YouTube......................................................................................................................3
Events: Web page........................................................................................................................4
Conclusion.......................................................................................................................................4
References........................................................................................................................................4

Introduction
There are various types of issues that occurs in the process of marketing. For enhancing
the sales of the organization it is critical for management to develop the marketing campaign that
support in spreading the awareness of goods and services when engaging into trading practises.
This report will lay focus on Zara company that deals in different kind of product. In this report,
the marketing campaign of its new perfume product will be discussed.
Campaign objectives
In relation to marketing campaign related to Perfume product of Zara, the numerous
objectives are illustrated. The main objectives are developed with support of SMART goals. The
below mentioned objectives are described below:
 To spread a good brand image of Zara's perfumes in minds of customer within time range
of three months(Shankar and et.al., 2021).
 To enhance profits by 20% within the five months period.
 Improving level of loyal customers within time period of six months.
 Building a good brand image in hearts of customer.
Measurement of success:
There are various range of measures that must be practises for measuring the success rate
of marketing campaign related to perfume product of Zara. The measures are discussed below:
 By measuring success rate through viewing more likes and comments along with sharing.
 The changes because of sales fluctuations are the key parameters for measuring success
rate(John and De'Villiers, 2020).
 Reviewing the Zara's perfume product in the marketing channels like newspapers as well
as magazines.
 By analysing the feedback made by customer on its perfume products on their website.
 Measuring the website traffic through google analytics.
Campaign plan
Communication 1: Facebook
Attention:
1

The perfume products of Zara company offers an attractive range of scents that are catchy
and treat to smell. The Facebook platform allows company in drawing attention by posting
creative videos within the posts.
Interest:
For the purpose of attracting interest of various users, the company can formulate
attractive headlines in its Facebook posts. The firm can also attach the link of its official website.
Communication 2: Instagram
Attention:
The firm can gain the favourable attention from potential customers by showing the
creative designs of their best perfume range in Instagram posts(Peter and Dalla Vecchia, 2021).
Desire:
For enhancing the awareness of brand, the hashtag can be considered as the method of
advertising which forms a positive image of product within the mind of customers. This can lead
the customer in satisfying their desire level.
Communication 3: Twitter
Attention:
The design as well as scent of Zara perfume's is changing at the constant rate and also
attracting the attention of large number of users.
Desires:
The advertisement through famous personalities are also drawing the positive attention of
customers and thus ignites their desire level to purchase the perfume product of Zara.
Communication 4: YouTube
Attention:
The Zara company makes eye catching videos of its famous perfume products that
support in enhancing the attention from customers present in global area.
Interest:
The main purpose for developing YouTube video is to promote the awareness of its
perfume products. The user interest level can be attained effectively as they can see the video and
make decisions about which perfume to purchase.
2

Communication 5: Website
Attention:
Zara's large collection of perfume products are well-known for its refreshing scent made
with natural ingredients. The attractive view of perfume products can be seen in their website
with every detail.
Interest:
The website of Zara company shows to its customer a variety of perfume products in the
creative manner. This allows it to attract the demands of large number of customer in proper
manner(Majid, 2020).
Reflection on Campaign
This reflection will support in gaining insight about different approaches practised by
Zara company in order to promote its perfume products for higher sales, brand awareness as well
as achieving customer loyalty. The firm takes usage of numerous social media platforms like
Instagram for drawing attention of large number of customer.
Social Media
In marketing campaign of Zara perfume products, I select the social media platform as
the main source for advertising its product. It has been recognised that the company has more
than 30 million followers at worldwide. This can provide huge opportunity for company in order
to popularise its product with the help of posting creative contents related to its perfume product
at effective manner.
Hashtags: Twitter and Instagram
The Hashtags are critical as these can act as a search tool that can be used by customers
in finding posts. The Zara firm incorporates the creative marketing campaign by using hashtags
for communicating more properly along with enhancing the customer loyalty in effective
manner(Oltarzhevskyi, 2019).
Reviews: YouTube
The online review is crucial as it can allow the Zara company to know about the current
trends about the demands raised by customer. I am also laying attention for attaching the
recommendations made by famous celebrities to promote these perfumes and improve its
visibility in market.
3

Events: Web page
The different events can be formulated by Zara company which can effectively attract the
interest level of users. The campaign can be initiated with support of company's website in which
different customer can gain information about its perfume product by participating in social
media events.
Conclusion
From the above report, it was analysed that the creative marketing campaigns can support
the organisation in attaining various objectives associated with increasing sales as well as profit.
It was also evaluated that various social media platforms such as Instagram, Facebook and
Twitter can used for upgrading customer engagement.
References
Books and Journal
4

Shankar and et.al., 2021. Digital marketing communication in global marketplaces: A review of
extant research, future directions, and potential approaches. International Journal of
research in Marketing.
John, S.P. and De'Villiers, R., 2020. Elaboration of marketing communication through visual
media: An empirical analysis. Journal of Retailing and Consumer Services, 54,
p.102052.
Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for
the identification of digital marketing channels and platforms. New trends in business
information systems and technology, pp.251-265.
Majid, K.A., 2020. Effect of interactive marketing channels on service customer
acquisition. Journal of Services Marketing.
Oltarzhevskyi, D.O., 2019. Typology of contemporary corporate communication
channels. Corporate Communications: An International Journal.
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