What is Zalando?
Zalando is a German online shoe store. www.zalando.de
It specializes in footwear but also retails in clothing. The store sells over 800 brands and 40,000 different products. Described as "an entrepreneurial success", it was founded in 2008 at the same time and by the same businessmen as Jamba!
It has expended its activities and is now present in 7 countries: Germany, Austria, Switzerland, the Netherlands, France, the UK and Italy.
The advertising agency is Jung von Matt AG, Hamburg, Germany (very popular and successful advertising agency in Germany)
Zalando
- sell (brand)shoes (Product)
- it is more or less expensive (Price)
- the company sell their products via the internet (Place)
- They make a lot of advertisement on TV or in the internet (Promotion)
In that spot the girls screaming of happiness (it is the slogan of Zalando) if there see the Zalando packages except there are hostages. The spot shows also in a bizarre, humorous way that there are no limits for the women shoepassion.
In my opinion the TV spot is really annoying but it draw a lot of attention due to the scream. The spot is also very present in the TV and the internet. I think they reach their targetgroup in this media very well. So the advertising works.
That shows also the Effie Award. In 2011, the Zalando campaign has won gold. (The Effie is an Award of the advertisment- and communication industry for the most effective marketing communications ideas. )
The four P’s that has been mentioned here are really very important aspects of effective marketing. The product and price should be the first priority for any business. Then for the place and promotion, there are many strategies to choose from like SEO, PPC Management or various other forms of advertising.
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