Marketing strategies of ZARA

1. HOLA
MI
AMIGOS

2. ● Zara is a Spanish clothes and
accessories brand
● It is the flagship brand of the Inditex
group.
● Owned by Spanish business
Tycoon Amancio Ortega.
● Brands such as Massimo Dutti,
Pull&Bear, Bershka, Zara Home etc
2
OUR
COMPANY

3. Point of
Difference
3
Initially launched
in 120 stores world
wide
Customer
Curiosity:- Most
powerful Pull
Marketing
Strategy
Augmented
Reality
4P -> 4E

4. —Forbes
Evolved to 4Es of marketing – Experience, Exchange,
Evangelism, Every Place -- with customer at the center

5. Price
PRODUCT

8. Product Experience
8
Product used to be
king, but not
anymore.
Experience
matters more in
the mind of the
shopper.
Frictionless
shopping in a
highly curated
product
environment
one stop
solution for
everyone
whether you
want to buy
formals or
casuals.

9. Price
PRICE

11. Price Exchange for Value
11
Pile it high, sell
it cheap,has
been replaced
by the concept
of exchange.
Its fast-fashion
deliverable is
available in the
quantity, format
and time in which
the customer
needs the
product.
not the cheapest in
the fast-fashion
arena, but it delivers
branded value of
trend-right product
at appealing prices.

13. Price
PROMOTION

14. ● Stores
Investment
● Anonymous
Model
14
Promotion
Just_in_Time
Production
NO CONVENTIONAL ADVERTISEMENT
● Window
Dressing
● Stores
Interiors

15. Promotion Evangelism
15
Rather than push
marketing out,
Zara pulls
customers in,
cultivates them as
brand influencers
25 million
Facebook
followers,
16 million on
Instagram and
over one million
in Twitter.
Word- of -Mouth
Shopper frequency
at Zara is 2x to 3x
higher than
traditional women’s
apparel

16. Price
PLACE

17. 17

18. Place Every Place
18
Personal
commerce is the
every place where
the customers are,
rather than only in
the physical place
the brand is
present
Through technology
and mobile
connectivity, it links
a customer’s visit and
provides inventory
not present in the
specific location.
Word- of -Mouth
Shopper frequency
at Zara is 2x to 3x
higher than
traditional women’s
apparel

19. Segmentation
19
Demographic
● Women and
men
● Age 18-40
● Mid range
income
Psychographic
● Fashion
conscious
● Love to keep
up with latest
fashion trends
Geographic
High population
and high traffic
areas

20. Targeting
20
Women/men
aged 18-40
Fashion
conscious and
relatively
middle class
Customers
who are
highly
interested in
latest fashion
trends

21. Positioning
21
‘Democratize
fashion’
Strategy of low
cost but high
fashion
Opens stores
and outlets
that provide
Zara
experience at
high end
locations

22. 22

23. SWOT ANALYSIS
Strengths
● Strong Brand Portfolio
● Good Returns on Capital
Expenditure
● Strong dealer community
Opportunities
● Expansión in
production.
● New environmental
policies
SWOTANALYSIS
23
Weaknesses
● High attrition rate in
workforce
● Demand forecasting
is not good.
Threats
● Competition.
● Changing consumer
buying behaviour.
S W O T

24. Observations about
ZARA
24

25. Zara’s key to success
25
● Really fast fashion
● Vertical integration
● Cashing in on trends
● Limited exclusivity
● Consumer is key

26. 26

27. Saturn
Yes, this is the ringed one.
It’s a gas giant, composed
mostly of hydrogen and
helium
Venus
Venus has a beautiful
name, but it’s terribly hot,
even hotter than Mercury
Mercury
Mercury is the closest
planet to the Sun and is
only a bit larger than our
Moon
Mars
Despite being red, Mars is
a cold place, not hot. It’s
full of iron oxide dust
If you want to modify this graph, click on it, follow
the link, change the data and replace it
MARKET SHARE
MARKETSHARE
27

28. 28
CONTINUED
● Continue with the “OIL
STAIN”Expansion
Method.
● Culturally Diverse
Management Team

29. 29
Gracias
Amigos!!
THANKS
29
Does anyone have any
questions?