A marketing case study under Prof. Sameer Mathur, IIM Lucknow

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2. Flagship chain store of Inditex
Group owned by Spanish
Tycoon Amancio Ortega
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4. PRODUCT
MIXMenswear
Womenswear
Kidswear
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5. 5

6. ZARA relies on zero advertising
but still achieves a massive
success
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HOW????

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VERTICALLY INTEGRATED
SUPPLY CHAIN

8. PROFITABILITY FORMULA
Short Lead Time= More Fashionable
Lower Quantities= Scarce Supplies
More Styles= More choice & chances
of hitting the jackpot
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10. RFID
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13. CONSISTENT INNOVATION
BASED ON CONSUMER
FEEDBACKS
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14. Sustainable & Eco-Friendly
Concept
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15. Brand Positioning Via
Social Media
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16. That’s Why
Successful
Soaring High
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17. Marketing Excellence:- Case Study Questions
Q1. Would Zara’s model work for other retailers? Why or why not?
 Zara has achieved success by:-
- closing the communication loop,
- sticking to the rhythm across the entire chain
- leveraging their capital assets to increase supply chain flexibility
 Integrated Logistics System
 Control Production and Distribution Facilities
Even applying and controlling one principle of Zara’s
supply chain is very Difficult.
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18. Marketing Excellence:- Case Study Questions
What can Zara do to ensure successful growth around the world while
maintaining
the same level of speed and instant fashion?
 Capacity Expansion for fashion forecasting
 Market Segmentation & Product Customization
 Invest in R&D ,Technology, Marketing Analytics and Pricing Strategies
 E-commerce & M-commerce
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19. LETS RECAP
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20. CREDITS
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Sl No. Reference
1 https://www.zara.com/in/en/editorials-c362003.html
5 https://www.socialbakers.com/statistics/facebook/pages/detail/33331950906-zara#-
8 https://www.theatlantic.com/business/archive/2012/11/zaras-big-idea-what-the-worlds-top-fashion-
retailer-tells-us-about-innovation/265126/
14 http://static.inditex.com/annual_report_2015/en/sustainability-strategy/sustainable-development-at-
inditex.php
15 https://www.facebook.com/Zara/videos/10155055118180907/-
16 https://www.google.co.in/search?q=zara+geographical+outreach&source=lnms&tbm=isch&sa=X&ved=0a
hUKEwjo2ZzVxobUAhXFKo8KHdCTDoIQ_AUICigB&biw=1366&bih=618#tbm=isch&q=zara+rfid&spf=1495561051
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DISCLAIMER
Made during a marketing internship under
Prof. Sameer Mathur, IIM Lucknow
By Ravi Deo Chandra, Nift Chennai