Market development is the strategy of entering new markets or geographic regions. With more than 1,500 stores around the world in over 70 countries, they open around 150 new stores every year. Zara was a pioneer in the fast fashion model, completely disrupting the traditional fashion industry. Sep 16, 2011 zara also markets its brand through rapid expansion. Zara are a spanish, fast fashion, clothing and accessories brand for men, women and children, with their products being sold at affordable prices. If you think zara does not do marketing, think again. View zara marketing plan from mrkt 5220 at devry university, keller graduate school of management. The marketing plan focuses on the 4ps which stands for promotion, price, product and place. Analyse des activites grc gestion des relations clients a. The first step is already done stores in the best places in the city and now. Their twitter strategy centers around conversing with their customers and proactively responding to their queries and concerns.
Zara is a spanish clothing retailer 1700 stores 78 countries worldwide zara practices fast fashion trends moves from the runway to stores within weeks, as opposed to months. Zaras products are high on fashion and low on prices. Analysts welcomed a plan to raise the dividend payout by % to eur0. Marketing european school of economics, new york campus student. It is a technology based company that has broken all the rules in the fashion industry and is being run in his own unique and competitive style. Inditex, the parent company of the brand zara have a strong portfolio of 8 brands which is helping the company in nurturing each brand with its experience and strong financial base. Zara 360 downloads 11 pages 2,559 words add in library click this icon and make it bookmark in your library to refer it later. Zaras clothes are styled by the inhouse design team to offer consistency of style, quality and value for money with a contemporary fashion edge. Scribd is the worlds largest social reading and publishing site.
Zara marketing communication plan analysis case study overview. Digital marketing plan zara clothing marketing essay. Zara offers an exclusive coordinated collection of stylish clothes, shoes and accessories for women. Fast fashion zara had been one of the pioneers of this new category in the fashion industry, known for its quick productiontostore operations. Zara in westfield, sydney should use their products to their advantage and make sure thy sell more than their competitors not only to make a profit but to gain customer loyalty. Product development strategy is well planned at zara and this helps the fashion store to attract the fashion conscious customers. Analysis of zaras fastfashion retailing strategy with fit shelley e. Zaras social media strategy how they delight their. Competitive advantage in the marketing strategy of zara strong parent company.
Zara is a popular spanish clothing store that uses a very clever marketing strategy to achieve its business goals. Contents contents introduction and background zaras marketing strategy unified marketing approach vertical integration zaras fivepoint marketing approach to reach its customers company history zaras productsmanufacturing and distribution zara. Marketing mix of zara zara marketing mix and 4 ps of zara brand. Zara history of zara zara s history begins with the owner company, the inditex group. With the brand becoming world renown, the company is also focusing on sustainable marketing by opening stores which consume 30% less energy compared to the average conventional store. So for those who think that zara is successful without doing marketing, think again. Zara also markets its brand through rapid expansion. Zara provides latest fashion at much lower prices in all its international stores as compared to other competing international brands. Apr 23, 2018 analysis of zara s fastfashion retailing strategy with fit shelley e. An event is being planned in a concerted manner with an effort to raise money for breast cancer.
It has a unique strategy of running the business that has made it so successful. Zara history of zara zaras history begins with the owner company, the inditex group. From the research, it has emerged that product and place are the most significant elements of zara marketing plan. Zara has expanded globally fast and today it is present in 93 countries with its more than 2200 stores. Zara marketing mix 4ps zara marketing strategy mba. Dec 01, 2011 zara is a spanish clothing retailer 1700 stores 78 countries worldwide zara practices fast fashion trends moves from the runway to stores within weeks, as opposed to months. Collections for men, children and the home quickly followed.
Normally it takes 6 weeks time for a new fashionable product to be launched in the zara store but they ensure that new products are continuously available so that the customers can come to the store at regular intervals. Europe, america, australia and asia are our main target markets and there is an increasing trend of use of interne in the. In other words, the concept describes how trends move from the catwalk to major retail stores. The marketing and advertising strategy of zara telling. This is well in line with the sociocultural and environmental factors that influence the consumer behaviour as detailed in appendix 1. Jan 29, 2019 key elements in the business strategy of zara 1. Consider that the industry average marketing spend for retail is 3.
Zhang mengqi, renata doralieva, anthony guerin zara zara does not simply follow trends, it creates them by carefully exploring what their customers are demanding marketing plan zara lecturer. Zara has expanded rapidly which is attributable to various factors, one of them being having an efficient marketing plan. How inditex beats the competition business model duration. One of the major strength of the company is that it is able to respond very quickly to the changing needs of the customers the company does not outsource its manufacturing process, making it fully in control of the. Sep 08, 2017 contents contents introduction and background zara s marketing strategy unified marketing approach vertical integration zara s fivepoint marketing approach to reach its customers company history zara s productsmanufacturing and distribution zara. Mar 16, 2017 zara alone was responsible for 66% of total sales. Additionally, part of their word of mouth marketing is using their zara packets as a form of advertising and communication with consumers kalb, 2016. The strategies to achieve the goals on a digital level, so that it gets easier to do so when needed.
Contents contents introduction and background zara s marketing strategy unified marketing approach vertical integration zara s fivepoint marketing approach to reach its customers company history zara s productsmanufacturing and distribution zara. Zara is a member of the inditex group, a spanish group. It did not invest in marketing but the popularity of the brand and its products grew based upon its low prices and excellent designs. Kohan, based on the 4es model of marketing, where experience replaces product, exchange in new price, evangelism is now. Jun 02, 2017 additionally, part of their word of mouth marketing is using their zara packets as a form of advertising and communication with consumers kalb, 2016. One of the major strength of the company is that it is able to respond very quickly to the changing needs of the customers. But what appeals to customers is its exclusivity and the fact. Marketing mix of zara zara marketing mix and 4 ps of. It is impossible to bring products to the market without marketing. Analysis and recommendations of zaras strategic plan bartleby. Pdf analysis of the keys to zaras inditex successful. Zaras social media strategy how they delight their customers. Zara provides latest fashion at much lower prices in all its international stores as compared to.
Zara has already begun the implementation of the marketing strategy so a brief look at the current position and the results has also been included in this report. For example, when zara opened their store on fifth avenue in new york, it was the most expensive store they had ever bought, and they used their packets as a form of creating brand awareness. This along with its logistics and efficiency are the keys to zaras success. As peter drucker said, because the purpose of business is to create a customer, the business enterprise has twoand only twobasic functions. A digital marketing plan is a document that shares the details of all the planning of your digital marketing campaigns and actions. Zara marketing case study analysis 2876 words bartleby. Such is the craze of this brand among the fashion enthusiasts. Zaras wide variety of products greatly benefits not only the store but the zara company itself. Marketing strategy of zara zara marketing strategy. Zaras supply chain has undergone tremendous changes in order to sustain its competitive advantage in todays market zara has continually. Fast fashion is a concept that describes the quick phase at which fashion retailers capture current fashion trends based on recent major fashion shows.
Stephanie monleau summary foreign brands are attracting mainly the growing mid. Zara are a spanish, fast fashion, clothing and accessories brand for men, women and children, with their. Analysis and recommendations of zaras strategic plan. One of the most effective ways to get customers is to pass in front of your store, enter and then buy. Pdf zara marketing plan alan pozo rosadio academia. Mar 08, 2017 zaras marketing and advertising strategy is based on a marketing concept that has been lost in the wake of the rise of new technologies and online stores. By keeping in view the current market trends and situation analysis our plan is to launch an online marketing campaign. Sep 02, 2018 competitive advantage in the marketing strategy of zara strong parent company. Executive summary the following paper includes the description of a marketing communication plan for creation and promotion of the brand zara in melbourne. Below is the pricing strategy in zara marketing strategy. Zara strategic plan introduction and key issues zara is a very renowned name in the fashion industry. The sustainability of zaras marketing strategy and how it will affect their reputation in the future will also be examined.569 678 683 766 110 655 955 3 82 1449 797 491 415 1057 544 271 1338 111 1272 280 440 674 1454 42 1118 183 498 1248 397 1122 198 1493 321 608 846 880 16 438 778 9 296 250 1171 1104 340 777 866