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Marketing analysis project BUS 260c Iva Naumova

Marketing analysis project BUS 260c Iva Naumova Kevin Zappia Valeriia Tretiakova Victoria Lyubykh 2032013.

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Marketing analysis project BUS 260c Iva Naumova

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  1. Marketing analysis projectBUS 260cIva Naumova Kevin ZappiaValeriiaTretiakovaVictoria Lyubykh 20\03\2013

  2. In this presentation we are going to talk about: Inditex Group – Basic informationEmphasis on ZARA affordable fashion retailerZARA marketing strategy: Target Markets and Marketing Mix Outline

  3. INDITEX is one of the world's largest fashion retailers, welcoming shoppers at its eight store formats -Zara, Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and Uterqüe - boasting 6.104 stores in 86 markets. Who are they?

  4. Founded by AmancioOrtega and RosaliaMera in 1975, headquartered in Arteixo, Spain One of the largest international fashion retailer companies belonging to Inditex Main competitor: Swedish H&M; along with GAP and Benetton due to global retailing status

  5. Visited online sources:official Inditex websiteofficial ZARA websiteAndres Vicente Ranz online blog dedicated to ZARA Zara brand profile by Belle Kwan How did we gather our observations?

  6. Zara’s target market is young, price-conscious, and highly sensitive to the latest fashion trends. They have an advantage over traditional retailers because they do not define their target by segmenting ages and lifestyles giving them a much broader market. • They segment their product line by women’s (60%), men’s (25%) and the fast growing children’s (15%) department. Who is the customer?

  7. Product

  8. Mission Statement​ “Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts.” Product

  9. Vision “ZARA is committed to satisfying the desires of our customers.  As a result we pledge to continuously innovate our business to improve your experience.  We promise to provide new designs made from quality materials that are affordable” Positioning: Fast Fashion at Affordable Prices

  10. Price: 2000 data

  11. Price: Contribution 12 years after

  12. Distribution

  13. Print media

  14. Social MediaZARA.COM

  15. Social MediaFacebook • 7.5 millions fans • “Light” social media strategy • Encourages brand love, but not purchase consideration

  16. Social MediaPinterest

  17. Available for Android, iPhone, Windows Mob, Nokia, and BlackBerry Mobile Applications

  18. Real-estate Marketing • Word of Mouth Other communications

  19. Management Efficiency The focus on the customer and product requires that the unit is constantly re-inventing itself to avoid becoming obsolete. The final goal ultimately is to create a communication matrix for this purpose. Effectiveness of marketing communications

  20. Different Approach then Competitor • Zara only spends about 0.3% of their revenue on promotion so they can instead focus heavily on product, place, and pricing as opposed to promotion Effectiveness of marketing communications

  21. 1 slides describing communications through events: • Description of events (what? where? who?) • Event patterns (regularity and schedule) • Style of communication • Other observations? • Vogue Fashion's Night Out by ZARA • ZARA fashion show Events

  22. Segmentation Targeting Differentiation Marketing behavior

  23. Zara was described by Louis Vuitton Fashion Director Daniel Piette as “possibly the most innovative and devastating retailer in the world.” Zara has also been described as a “Spanish success story" by CNN The most interesting discovery

  24. Conclusions

  25. Analyzing Zara's business model. (2011, March 03). Retrieved from http://www.harbott.com/2011/03/03/analysing-zaras-business-model/ • Chan, C. C. (2011, September 16). [Web log message]. Retrieved from http://blogs.ubc.ca/conradchan/2011/09/16/zaras-marketing-strategy/ • Gregorio. (2013, August 10). Vogue fashion’s night out Lisbon – 12 September 2013. Retrieved from http://portugalconfidential.com/2013/08/vogue-fashions-night-out-lisbon-lisboa-fno-2013/ • HANSEN, S. (2012, November 09). How Zara grew into the world’s largest fashion retailer. Retrieved from http://www.nytimes.com/2012/11/11/magazine/how-zara-grew-into-the-worlds-largest-fashion-retailer.html?pagewanted=2&_r=3& • KWAN, B. (2011, September 03). Spanish domination – Zara brand profile. Retrieved from http://www.marketingmag.com.au/tags/zara/ • Ranz. (2011, March 15). [Web log message]. Retrieved from http://www.brandtrhough.blogspot.com/2011/03/who-are-zaras-competitors.html • SWOT analysis . (n.d.). Retrieved from http://zarafashion2013.wix.com • (2001, May 18). Retrieved from http://www.kellogg.northwestern.edu/course/opns430/modules/supply_chain_management/Zara.pdf

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