Zara: An Analysis of Current and New Marketing Strategies and Tactics

This report provides a comprehensive analysis of Zara's current and potential marketing strategies. It examines the company's product strategies, including brand architecture, lifestyle adoption, and customer service. The pricing strategies, such as price skimming, price bundling, and maintaining the economy of the country, are also discussed. The report details Zara's place strategies, including direct sales, intensive distribution, and selective distribution. Furthermore, it explores current target market demographics, psychographics, and geographic trends, as well as technical trends like content marketing and data analytics. The report also proposes new target market demographics, psychographics, geographic considerations, and technical trends, such as the application of artificial intelligence and voice search. It then analyzes Zara's promotional mix, including advertising, sales promotion, public relations, and merchandising, both in its current and new forms. Finally, the report explores Zara's current and new social media strategies, including celebrity endorsements and the use of platforms like Instagram, Facebook, and Twitter. This report is a valuable resource for understanding Zara's marketing approach and its potential for future growth.

Current 3Ps
Product:
Example 1: The current product strategies that are used by Zara for its products include the
adoption lifestyle, which aims at achieving a few customers for new products in the market.
Example 2: The Company to gain advertisements in the market implements another strategy
such as brand architecture.
Example 3: The third example is the Customer services so that Zara can meet the needs of the
customers and gain success in the market.
Price:
Example 1: The current strategy used by Zara is the pricing for maintaining the economy of the
country.
Example 2: Zara also indulges in the implementation of price skimming so that the loyalty of the
customers over the products of the company can be maintained.
Example 3: Price bundling can allow Zara to sell more than one product under a fixed price.
Place:
Example 1: Zara implements direct sales strategy as it can help Zara to sell products directly to
the customers.
Example 2: Intensive distribution is adopted that allows Zara to sell its products from shopping
malls.

Example 3: The third strategy that is implemented is the selective distribution by targeting a few
audiences for the products possessed by Zara.
Current Target Market
Demographics:
Example 1: In the current market, the demographic trend that is considered by Zara includes the
population based on which production is made.
Example 2: Age of the people is determined for ensuring the type of product that is required to
be manufactured by the company.
Example 3: Regional distribution is required so that it can help Zara to establish its positions in
the market without having to continue with additional efforts for market engagement.
Psychographics:
Example 1: The psychographics include analysis of the habits buyers.
Example 2: It also analyses the behaviour of the people while using Zara products.
Example 3: Zara also considers spending habits of the people so that it can set its price in a
particular manner.
Geographic:
Example 1: Currently, a geographic trend in the market that is considered by Zara includes the
analysis of the local, state as well as regional markets.
Example 2: Zara analyses the climate of a place and its overall demographic nature can help in
manufacturing clothes

Example 3: The population that exists is analysed so that it can manufacture products and set
prices depending on the responses and demands of the people.
Technical Trends:
Example 1: The technical trends in the current business practise of Zara include the rising of
content marketing so that every product of the company can be promoted to the target audience.
Example 2: Voice searching is another technical trend that is undertaken.
Example 3: Zara uses data analytics technique for the development of technical trends in the
market.
New Target Market
Demographics:
Example 1: In a new target market, Zara can analyse the trends such as religion of a place. For
example, Zara can target audiences such as Muslims and manufacture products that can help in
covering their faces.
Example 2: Culture is also an essential analysis made by Zara so that it can manufacture clothes
based on the cultural beliefs of the people. For example, culture of the West is different from the
East hence; Zara can work on the cultural difference between the two segments.
Example 3: Economic condition of a place can help Zara to develop its market in helpful
conditions. For example, in economies that are poor, Zara can reduce the prices of the products
to meet the requirements of the customers.
Psychographics:

Example 1: Zara needs to understand the psychographics that include values of the people. For
example, values such as restrictions in wearable need to be targeted by the company.
Example 2: The second trend of the psychographic analysis includes understanding the hobbies
of the people. For example, Zara can develop products specifically for people that are involved
in fashion designing or contestants for fashion shows.
Example 3: The third trend is the buying habit that is undertaken by the people in terms of
purchasing. The reasons behind the purchase such as for luxurious purpose or genuine need
purpose need to be understood.
Geographic:
Example 1: The geographic consideration in a new target market includes the analysis of the
regional market in terms of the demands of the customers.
Example 2: It is necessary that Zara identify equipments that are required for the development of
proper and customised dresses, which can be useful for the development of customer
satisfaction.
Example 3: Identifying the international development is required so that Zara can continue to be
one of the top companies.
Technical Trends:
Example 1: The technical trend that is to be implemented includes the application of Artificial
Intelligence with which it can indulge in automatic selling of its products in the market.
Example 2: Other strategies that can be adopted are the increase in chat box to speak with
customers directly

Example 3: The implementation of voice over control can help in automatic transmission of
messages.
New Product 3Ps
Product:
Example 1: The new product strategy that is to be adopted by Zara is the brand identity so that
the company gains a unique characteristic in the eyes of the customers.
Example 2: Another strategy that can be adopted is the brand recognition strategy so that the
unique manner of packaging the products makes the company recognizable for the customers.
Example 3: The third strategy includes diversification so that every people with different culture
and style can avail the products.
Price:
Example 1: One of the pricing strategies that are needed to be adopted by Zara is the pricing for
market penetration.
Example 2: Promotional pricing can also be considered so that Zara can provide certain
percentage off to the people.
Example 3: Zara can continue with bundling pricing owing to its current success.
Place:
Example 1: The place strategies that can be applied by Zara include market coverage so that it
can cover the entire market and resale its stocks.

Example 2: Application of exclusive distribution can be undertaken so that Zara becomes the
sole supplier of the products in the new market.
Example 3: Zara can continue with the adoption of direct selling to gain more exposure of the
customers.
Current Promotional Mix
Advertising:
Example 1: The advertising method that is taken into consideration by Zara includes the
advertisement via newspapers to reach mass people.
Example 2: The television method can be considered can be considered as traditional along with
the newspaper advertisements.
Example 3: Another method that is used includes the advertisement via social media.
Sales Promotion:
Example 1: The sales promotion technique that is currently used by Zara includes providing
coupons so that customers can gain a discount at present purchase.
Example 2: Zara provides points for purchase so that in future discounts can be provided to the
customers for their loyalty.
Example 3: Premiums is another example that Zara can use to gain success and continue with its
application in the business.
Public Relations:

Example 1: Public relation techniques that are used by Zara currently include media relations as
so that fast promotion of its products can take place.
Example 2: Advertisements via commercials in television can help in the development of public
relations among the customers.
Example 3: Social media relations are also included to provide emphasis on Zara and its
effectiveness.
Merchandising:
Example 1: Merchandising of the products is done via display windows so that passersby can
view the product.
Example 2: Store layout is another example by which customers can view the product
distinctively.
Example 3: Zara also considers application of mannequins as a form of merchandising
technique.
New Promotional Mix
Advertising:
Example 1: Zara can advertise its products using methods such as social media marketing.
Example 2: The Company can apply direct advertising of its products via banners or hoardings
so that it can be visible in public.
Example 3: Zara can advertise by using door-to-door advertisement so that it can get in touch
with the target market personally.

Sales Promotion:
Example 1: In a new target market, Zara can afford to use prizes to provide customers with less
cost of its product.
Example 2: The product samples can be provided so that customers can understand the quality
of the products.
Example 3: Rebates can help Zara to understand the market in a positive manner and ensure that
the customer satisfaction is maintained.
Public Relations:
Example 1: Public relations that is required to be used by Zara, includes brochures so that
people can be aware of the products of Zara.
Example 2: The catalogues are used so that personally it can be handed to the customers.
Example 3: Partnering or gaining sponsorship from local companies can help in the
development of the products of Zara.
Merchandising:
Example 1: Zara can use interior display so that people within the stores can view the products
easily.
Example 2: The application of point of purchase display can help customers gain effective
knowledge about the product along with the price that is required to be paid.
Example 3: Zara can use display windows for the people on the streets to view the products.
Current Social Media Strategy

Example 1: The current social media strategy that is used by Zara includes promotion via
Instagram so that followers can increase.
Example 2: Facebook is another current strategy that is adopted by the company.
Example 3: Celebrity endorsement is adopted an example of which is the promotion of Zara
products in TV shows like The Gifted.
New Social Media Strategy
Example 1: The new social media strategy that needs to be applied by Zara includes celebrity
endorsements
Example 2: It needs to ensure that Twitter accounts are activated so that the company can get
more followers.
Example 3: At the initial stage, it is also necessary that the company utilise the television
commercials to reach out to the customers.