An integrated marketing campaign for Zalora Marketplace

• Main Author: Dalida, Nicole G.
• Format: text
• Language: English
• Published: Animo Repository 2015
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4905
• Institution: De La Salle University

ZALORA Marketplace is a Rocket Internet-backed company that runs an online platform selling a range of fashion items such as apparel, footwear and accessories across eight markets in Southeast Asia: Malaysia, Singapore, Indonesia, Thailand, Philippines, Vietnam, Taiwan and Hong Kong. Currently, ZALORA Marketplace is considered as one of the biggest online fashion communities in the Philippines that showcases select local and independent designers and boutiques. As the local online retail industry continues to experience rapid growth, more competitors are keen on capitalizing on the industrys profitability. Key players in the online fashion retail industry such as LAZADA, AVA, Pormada & Takatack, will impact ZALORA Marketplaces sales and market share. ZALORAs main website caters to a more general fashion-conscious set, whereas ZALORA Marketplace is targeted at buyers of more sophisticated tastes. The target consumers of ZALORA Marketplace are 24-35 year old internet savvy- fashion enthusiasts, who currently account for the bulk of online purchases made on its website. The brand also attracts a growing market of 18-24 year olds who shop on the website because of its unique product offerings, and convenient payment modes. ZALORA Marketplace can be accessed as a separate catalog on ZALORAs main website. Regular online promotions are featured across its media channels such as its social media accounts, email newsletters, online ads and website. Above-the-line advertising, PR and events are also used sparingly to promote the brand. Despite being a new player in the industry, it has successfully risen as one of the top online fashion marketplaces in the country by capitalizing on ZALORAs massive fanbase and loyal clients. Key findings of the UAI survey reveal that there is already high awareness for the brand, but trial and purchase frequency remain low. Majority of the respondents who have shopped at ZALORA Marketplace revealed they are highly satisfied with the products and service they received, and have cited that they are likely to repurchase from Marketplace. The Integrated Marketing Communications campaign will highlight consumers positive brand experiences, in order to encourage loyalty and advocacy from current ZALORA Marketplace shoppers and increase trial and engagement from first time shoppers. The proposed campaign will develop the brands advertising efforts in terms of digital marketing, public relations, events, and sales promotions.