Marketing Essentials

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Key Roles and Responsibilities of the Marketing Functions.................................................3
P2 Roles and Responsibilities of Marketing relates to the wider organizational context...........5
LO 2.................................................................................................................................................7
P3. Comparison of Marketing mix of Zara with H&M..............................................................7
LO3..................................................................................................................................................9
P.4. Marketing plan for Zara.......................................................................................................9
REFERENCES..............................................................................................................................10
.......................................................................................................................................................10

INTRODUCTION
Marketing are the tool which useful in for the promotion of goods and services in the
market. It's a strategy which undertaken by businesses and companies to promote their products
for selling. Marketing Essentials are the terms which play the major role in the marketing
process. Marketing team use these essentials and run their marketing plan to achieve their
decided goals. In this we will discuss the role of marketing in the Zara and how it interrelates
with other fictional units of an organization. Zara is a Spanish apparel retailer company which
specialized in the Fast Fashion. In current time Zara is the largest company in the Inditex group,
the world's largest apparel retailer. Zara generally uses a mix of Demographic, Geographic and
Psychological Segmentation marketing strategies in order to serve the growing needs of the
customers.
LO1
P1 Key Roles and Responsibilities of the Marketing Functions
Zara is a very popular and famous Spanish clothing brand that uses a very clever
marketing strategy to achieve their respective business goals. Now Zara has the fastest growing
manufacture of affordable Spanish fashion clothing in the world. In current time Zara has over
2000 stores in approx 77 countries, and these are likely to double in the near future according to
current condition of the company (Lane, 2016). Zara's first marketing strategy is to provide the
latest trends and new styles clothes in just few times, Always their new fashion collection are
easily available on the stores within a week, two weeks. Company always try to focus on the
customers needs. Some major key roles and responsibilities of the Zara's marketing functions
below;
1. Fulfil Consumers Needs : Zara mainly focus on the customers needs. Company
understand their customers and try to provide them new fashion clothes at a reasonable
price. Many times company take feedback from the customers to improve their services
in the favour of customers. This is a basic thing which applied by many other successful
businesses in the world. Zara collects high goodwill in the market by its services which
company provided.
2. Provide New Fashion Clothes in a short Time : These are the speciality of this brand.
Company always provides new styles and new trends clothes in a short time. Their stores

always cover up by new and trendy clothes which attracts customers too much, because
other average brands provides that trendy clothes within 2 to 4 months.
3. Store Location : Store location also play a major role the high selling. Zara's stores
always located in the city centres, Because company knows the city centre attracts people
too much so the store also highlighted by its prime location, For example; Times Square,
New York.
4. Advertising : Zara uses always fancy and cool advertising for the brand, because it is
necessary to attract new customers by showing company's specialities and exclusive
collection. This way advertising is compulsory to beat brand's competitors in the market.
Company hire beautiful models to perform in their ads, which attracts people too much.
5. Analysis of Target Market : Zara also analyse the target market for selling their
exclusive clothes to the people. Market analysis is also a major term of the marketing
which provides customers attention towards brand (Stern and Porr, 2017). Company
firstly study which area's people are interested in the new styles and fashion. Then
company decide to open their stores in that particular places.
6. Developing New Products : Zara is the largest apparel retailer in the world, because
company always believe in the development of the new products. It is also necessary for
be always on the top in our respective industry. Company takes this too seriously and
always try to develop new styles and new fashion to gain the customer's attention. For
this purpose company completely depends on its fashion designers, they put their
innovative fashion ideas to produce new clothes styles.
7. Understanding an Organization's Strengths ans Weaknesses : Zara completely
understanding an organization's strength and weaknesses, but company always focus on
the organization's weaknesses and try to remove them. Every business has their weakness
point (SHUKLA, 2016). Zara's top-level management covers these all weaknesses and
work for the solving this weakness aspect in the organization.
8. Pricing : Zara's pricing strategy is also played major role in the marketing functions.
Basically Zara's targeted market is middle class and higher class income groups people.
So the pricing also decided on the basis of local people's income groups. Generally
company selling premium fashion products, so the price of the products is also some high

in the markets. The other factor is company charges higher but in return company also
provide good quality products to the customers.
9. Organizing Exhibitions and Events : Zara also organizing some exhibitions and events
in the particular city, state or country for the promotional purposes. In which customers
come and know about the brand and its products (Dessain and Zeuch, 2015). Zara also
providing selling facility in the exhibitions and events, so interested people can easily
purchase that products at a time.
P2 Roles and Responsibilities of Marketing relates to the wider organizational context
1. Marketing and HR (Human Resource) : There exist a strong relationship between
Marketing Department and Human Resource Department. For the marketing purposes
company always needs human resource which can implement all marketing aspects in the
market and achieve their respective goals. When Marketing Department of Zara wants to
promote their brand in the market, then marketing department contact to the human
resource department for hiring some marketing experts in the company which work for
the promotion of the brand. Human resource department recruit marketing experts, and
then they start their marketing task (Allen, 2016). The marketing team implement some
important strategies in the market and try to attract people nearby brand. In the world
every highly reputed company apply this same formula in their company's eco system.
Zara's marketing strategies are very productive in current time, because company's highly
qualified marketing team working day and night for make their brand more and more
popular in the world. Zara's marketing department completely focus on the make their
brand highly reputed in the multinational market, but for these purpose company needs
large human resource in the company. So, the company's marketing department and
human resource department, both are working together to achieve Zara's final goal.
2. Marketing and Finance : There are also exist a strong relationship between Marketing
Department and Finance Department. Every business need finance to run their marketing
strategies in the market, this is a very logical thing. Within in the company, marketing
department of Zara also need finance to run and implement their marketing strategies in
the market to achieve decided goals (Pant and Rastogi, 2018). In that case marketing
department contact to the finance department to take financial support for marketing

processes or for executing marketing campaigns. So, Financial department responsible to
arrange fund for the marketing department. There are finance department also has their
own team which only looks for the company's all financial aspects. Finance department's
put their all efforts in arrangement of the fund, and when fund are arranged, finance
department give that all fund to the marketing department with the legal procedure. After
collection of the fund, marketing department able to run their marketing activities. So,
there are company's marketing department and finance department also work together to
achieve company's goals.
3. Marketing and Operations and Productions : In this, there are also exist a strong
relationship between Marketing Department and Production Department. After all
analysis or study of market, marking department give instructions to the production
department to produce customers demanded products, because according to market
analysis marketing department knows what's customers needs and what they want form
Zara. So, the production department follows that instructions and start to produce that
types of products which demanded by the customers (Gillespie, 2015). It is necessary to
fulfil customers needs for any business, Zara also doing that same thing. Production
department produce products according to marketing department instructions and after
production, marketing department start the marketing of that new products. These are
also a good example of how to achieve business goals by working together.
4. Marketing and IT (Information Technology) : Marketing department and IT
department, both also has a strong relationship. Without IT department's support
marketing department can't achieve their whole marketing goals, For example; currently
social media marketing are very popular in the world, and it is totally covered by the IT
department of the company. Marketing department needs some special technological
gadgets like; PCs, Tabs, Smartphones and Laptops for the marketing on social media or
through internet. So, in that case marketing department contact to the IT department to set
up these gadgets in the marketing department and teach how its work. IT department
easily take this responsibility and start to set up all necessary gadgets. All departments
follow a required procedure to make their work fine and productive. There are also both,
marketing department and IT department work together to achieve business goals.

LO 2
P3. Comparison of Marketing mix of Zara with H&M.
Base Zara H&M
Product Company designs its own
product. It showcases about
11000 distinct variety of
items (Saraswat, 2018). It
includes the clothing and
accessories, shoes,
cosmetics for men, women
and children. Where
clothing comprises the
formal and casual.
H&M has introduced six brands to the
market. Which cater the needs of each
segment of the society. It includes
firstly H&M, &other stories, Cheap
Monday, COS, Monkey, Weekday. Its
focuses on the clothing section rather
than accessories.
Process Its product life cycle
comprises maximum of
three weeks timing.
Company directly purchases from the
suppliers and sells it to the retail outlets.
It eliminates the intermediary in supply
chain management.
Place Its retail outlets are located
at the prime location of the
city specially in big malls
where reach of their
potential customers is
frequent.
Its network is spread among fifty-five
countries among st the world. H&M
have facilitated its customers with
convenient shopping structure over the
years.
Price Zara offers its products
with affordable price
having the good quality.
It has adopted the pricing strategy
which can cater the needs of every
section of the customers. They cut down
the prices with the help of elimination
of intermediary in the supply chain.
They used to outsource their production
where labor is cheap.
Promotion Zara emphasizes less on the
advertisements, it uses
brand exhibition, Zara bag
and store front displays for
its brand promotion. Its
focus is on the mouth
publicity.
Showcases its product
images in high brand
They use electronic media and
television for their brand promotion. It
sponsors many hit television reality
showy like MTV for its brand up
gradation (DAI, 2018). It believes in
quality advertising tactics and uses
many celebs as their models and uses
social media as twitter and Instagram
from brand recognition.

Base Zara H&M
fashion magazines vogue,
Marie Claire, Glamour, etc.
Physical
environment
The store environment is
typical shopping
environment having
positive impulse buying
atmosphere.
New arrivals has its
separate section.
The physical environment of the H&M
stores include effective window display
at their retail outlets.
People It targets the customer
basically who are young,
sensitive to the fashion
trends, people conscious
about their looks and highly
educated group of persons.
Upper middle class people
are focus of the Zara as a
premium fashion brand.
The target audiences here are young,
people who are price conscious and
sensitive to the latest fashion trends
(Kashyap, 2019) They do not identify
their market on the basis of age groups
of the customers.
From the above discussion the major differentiation between Zara and its competitor
brand H&M is cleared. But there are many points where Zara lacks behinds H&M and can
improve itself on the following grounds. Below the major advantages of the Zara amongst other
is also stated in which Zara is above the other in marketing strategies and one of the recognized
brand in fashion category.
Zara as compared to H&M has more product range i.e., accessories, shoes and cosmetics but
H&M includes only clothing under its product category. Zara has its own production
function whereas H&M does not have.
Zara has its own production function and takes 3 weeks foe its supply whereas it lacks in H&M
as it outsources the production.
Zara has its own company owned retail outlets at various location but it may be difficult for the
company to manage its vast network of outlets so company may adopt the agency function
to efficiently managing its functioning.

About pricing Zara follows premium price segment whereas H&M provides also with the
economy price segment (Ci, Park and Kim, 2017). Zara should also enter with the
economical price segment for other class of people.
Zara does not focus on Advertisement and uses mouth marketing and store display exhibition.
But Zara has to follow the effective advertising strategy to attract more customers and
increase its potential customer base.
Target market of Zara includes youngster but it should include product range of other age group
also and target that segment as well. As its target market should not be age specific.
LO3
P.4. Marketing plan for Zara.
Covered in PPT.
Conclusion
It is concluded from the above study that Zara as one of the emerging premium fashion
brand must take some of the initiative to go ahead from some of its drawbacks. The company has
to apply some of the advertising strategies. Like electronic advertising and television advertising
company has to adopt foe the effective brand recognition. The Company has also to indulge itself
in the online selling of its products. Thus, the effective marketing plan will be helpful to gain
long term profitability.

REFERENCES
Books and Journals
Allen, M., 2016. Essentials of publishing qualitative research. Routledge.
Bui, A. Q. and Muñoz Martinez, V., 2019. The impact of product promotion on customer loyalty:
A quantitative study on Zara.
Ci, C., Park, S. and Kim, B., 2017, July. DIFFERENCES IN THE BRANDING STRATEGY OF
THE BIG 3 SPA BRANDS: ZARA, UNIQLO, AND H&M. In 2017 Global Fashion
Management Conference at Vienna. (pp. 65-66).
DAI, H., 2018. Strategy CSR brand communication. Fast fashion industry.
Dessain, N. and Zeuch, M., 2015. Human Resources Marketing and Recruiting: Essentials of
Recruiting Events. Handbook of Human Resources Management. pp.1-10.
Gillespie, K., 2015. Global marketing. Routledge.
Kashyap, P., 2019. A Study on Measuring the Effectiveness of Visual Merchandising and its
Impact on Sales at Zara Store, Fort.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management. pp.23-52.
Moulay, I., 2019. Marketing Communication Plan for Hedgehog foods and beverages.
Pant, L.K. and Rastogi, A.K., 2018. A Study on Green Marketing: its Use and Importance.
Journal of Global Economy. 14(4). pp.81-90.
Saraswat, S., 2018. Strategies v/s Consumer Perception of Brand Zara-India. IITM Journal of
Management and IT. 9(2). pp.68-80.
SHUKLA, P., 2016. Essentials of marketing research.
Stern, P.N. and Porr, C.J., 2017. Essentials of accessible grounded theory. Routledge.