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Comparative Study of the Marketing Mix

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Added on  2020-12-29

Comparative Study of the Marketing Mix

   Added on 2020-12-29

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MARKETING ESSENTIALS
Comparative Study of the Marketing Mix_1
Table of ContentsINTRODUCTION..................................................................................................................................3Task 2.................................................................................................................................................3P3. Comparison of Marketing mix of two organizations- Comparison is being done between ZARA and BURBERRY is elaborated as follows- ...........................................................................3Task 3.................................................................................................................................................6CONCLUSION......................................................................................................................................6REFERENCES ......................................................................................................................................7
Comparative Study of the Marketing Mix_2
INTRODUCTIONThe set of actions or tactics that a company uses to promote its brand or product in aparticular market is known as marketing mix. Marketing mix is the important part of marketingessentials which includes 7 Ps of marketing- Product, Price, Promotion, Place, Packaging andPosition and People (Armstrong, 2015). The Organizational study will be based on Zara, a Spanishclothing company, being founded in 1975 by Amancio Ortega and Rosalia Mera. Zara belongs toInditex group and is leading fashion clothing and accessories brand. It is popularly known for itslatest fashion trends in market and produce 100% toxic free clothes. Zara is an eco-friendly companyand popularly known for giving fast response to customer's desires and changing preferences. Reportwill discuss the comparison of marketing mix techniques.TASK 2P3. Comparison of Marketing mix of two organizations- Comparison is being done between ZARA and BURBERRY is elaborated as follows- BasisZaraBurberryProduct- Zara has the strong product line consisting of T-shirts, shoes, bags and accessories. It consists of formal as well as casual wears in clothing. Zara launchesabout 10000 designs in a year which make it stick to the latest trend of fashion clothing in a market. Thus it defines a strong product mix by introducing variety of fashions and designs. Burberry deals in product segments of beauty, accessories,coats, handbags and soft accessories. Its signature products like Trench coats have almost 60% of market share. Burberry has also been licensed for its watch product with Fossilgroup. Thus Burberry deals in different product line for men, women and kids. Price- Zara provides products with high fashion and low prices as compared to all its competing international brands. This is possible for Zara as it does not spend more on advertisements and promotional activities. Zara pricing strategy is based on Burberry whereas uses premiumpricing strategy to sell its products. Being a luxury brand Burberry does not use competitive pricing strategy but uses product differentiation, quality and durability, perception to beat their
Comparative Study of the Marketing Mix_3

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