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BUYING AND MERCHANDISING INTRODUCTION 1 DISCUSSION 1 Comparison of two brands

   

Added on  2020-01-15

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Design and Creativity
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BUYING ANDMERCHANDISING
BUYING AND MERCHANDISING INTRODUCTION 1 DISCUSSION 1 Comparison of two brands_1

Table of ContentsINTRODUCTION...........................................................................................................................1DISCUSSION..................................................................................................................................1Comparison of two brands...........................................................................................................1Merchandising strategy of both companies.................................................................................2Store layout along with design strategy of Zara and Mango.......................................................8Exterior architecture of Zara and Mango.....................................................................................9CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11APPENDIX....................................................................................................................................13Location of the stores.................................................................................................................13Promotion and pricing strategy..................................................................................................13Window display of Zara and Mango.........................................................................................13Interior layout and atmospheric.................................................................................................14Communication mix..................................................................................................................14Technology adopted by Zara and Mango..................................................................................15
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INTRODUCTION Merchandising is regarded as one of the effective activity of promoting the sale ofcommodities especially by presentation of goods in retail outlet. In short it acts as developmenttool for the business and helps in enhancing the sales volume. Further, it is well known fact thatmarket where companies carry out operations has become quite competitive and in turn it hasbecome difficult for business to sustain in the market (Hoffman, 2012). For conducting presentstudy two companies have been chosen named zara and Mango which operates in fashionretailing sector and well known in the market for the range of products it offers to its targetmarket. Zara is a Spanish clothing and accessories retailer based in Arteixo and at presentcompany operate around 2000 plus stores and its clothing products are well known in the market.Moreover, Mango is a clothing design and manufacturing firm and business has employedaround 12,200 staff members for conducting overall operations in the market. Various tasks havebeen covered in the study which is comparison of both the brands, application of theory etc. DISCUSSION Comparison of two brands Zara and mango as a brand are well known in the market where they operate andcompanies are well efficient in satisfying need of their target market. Comparison of both thebrands has been shown below:Element ZaraMangoCustomer feedback andLarge number of customersCustomers of Mango are less1
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review has given positive review andthey are highly satisfied withthe product range of company(Shaw and Koumbis, 2013).satisfied with products offeredto them. Further, poor servicealong with late delivery is alsopreventing customers frompurchasing mango products Business credibility Business enterprise has beenlisted on Better BusinessBureau. Further, in terms ofcredibility firm has beenranked 2 out of 5.At present mango has not beenranked from BBB. Further,overall raking provided tobusiness is 4 out of 5.Website popularity Page of Google has given rankto firm as 6 out of 10 and thisis representing that firm isreceiving high response fromtarget market and websitetraffic is also high.Mango has received 5 pointsout of 10 from Google and ascompared with Zara overalltraffic on website is also less(Easterling., 2008).Social media presence Firm has high presence onsites such as facebook, twitter,youtube etc. Facebook page ofenterprise has around18,388,265 likesMango’s presence is less onFacebook and firm has around196,666 followers on twitteraccount. Pricing and packaging Zara offers high qualityproducts and prices are keptreasonable so that each andevery type of customer canafford it. Products of Mango are quitecheap as compared with Zaraand this supports business inattracting large number ofcustomers. Therefore, the overall analysis has supported in knowing that Zara as a brand is morepopular in the market as compared with Mango. Quality along with other factors such as price,packaging etc are considered necessarily by business and this is having positive impact on thebrand image of Zara and this is leading to rise in customer base of entity. Merchandising strategy of both companies In order to better perform in the market Zara and Mango has adopted effectivemerchandising strategies and it is one of the major sources of attraction where company attractslarge number of customers (Clodfelter, 2012). Zara’s physical stores are well known in themarket where company operates. Around 90% of the stores are owned by the company and restsare joint venture. Moreover, physical stores of company are highly attractive where all the rangeof products is displayed in unique manner which allows business to gain competitive advantage. 2
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