Promotional Mix of Zara: Advertising, Public Relation, Sales Promotion, Personal Selling, Direct Marketing

Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK2 ............................................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................12

INTRODUCTION
Zara is one of the largest companies in international fashion. Such unique business
model, production distribution, sales and design attracts the heart of the customer through the
company’s retail network. Company had its 2259 outlets in 90 countries all over the global
boundaries. Zara deals in the segment of women and men clothing which includes kids wear also
named as Zara kids. Company makes sure the availabilities of products to the stores or outlets
within 15 days after the products are designed. Zero advertising policy is being followed in the
marketing process of the company for growth and expansion of the sales of the business from the
specific store as company believes in investing of its total revenue earned during a period of time
through sales in opening of the stores in the prime location of the big cities. Many a time’s
company modifies its dead stock products within two weeks and can be available in the stores for
the consumer (Blakeman, 2018). Fast fashion is the specialty of the company as its work on
flexible model according to market demands made by the final customer of the brand. It is the
largest retailer chain of outlets which deals in clothing, shoes, and perfumes etc. world widely
according to the demands made by the brand customer.
TASK 1
Promotional Mix of Zara: Various techniques that are used by Zara in order to promote
products and services of company such as method used to advertise products, its public
relationship and various sales promotional strategy (Payne, Frow and Eggert, 2017). Thus
various strategies used by company to promote products of Zara so that customers are attracted
to prefer Zara products and services as follows:
AVERTISING:
Advertising is a process where goods or products are being promoted through different
means of options such as TV, social media, newspaper etc. to make the customer about the brand
prevailing in the market to generate the sales so as to obtain revenue by spending a little amount
over the advertisement process. Zara design clothes according to needs and wants of customers.
It’s hardly spends time and money, i.e., 0.3% of total profit earned during a period on marketing
and advertisements models. The Company spends more on opening of stores in the prime
location of big cities to advertise the brand. While designing the clothes of the brand always
produces limited quantities for keeping the design special (Godey and et.al., 2016). Zara always
take care of size of stores, i.e., 1376 sq. meter to maintain its positioning in market. In every 3-4

years these stores are being renovated according to the current demands of the market. Company
focuses on fast changing of fashion trends prevailing in the market in order to maintain the brand
value that fulfill the brand signals. When customer visit the Zara store is being forced to buy the
product as delay in closing of deal will change the mind of customer. Zara have individual check
over its store to increase the demands over customers. As customers are the king of market,
therefore, customer feedback is very important part of company. The firm tries to advertise its
brand between the youth by sponsoring the university campus events. The Latest fashion trends
for women, men and kids are being served by Zara thus it targets customer are people of all aged
group. Fifty plus stores advertise Zara clothing has helped in increasing sales in UK to make a
biggest retail stores in clothing sector of the country. Its has a wider range of upper garment,
lower garment, shoes and cosmetics that attracts customer of every age group or gender are the
main targeted customer as planned by the company.
PUBLIC RELATION
Illustration 1: Advertisement of Zara
Source: (Zara marketing model, 2019)