Marketing Mix of Zara: Product, Price, Place, Promotion

Management essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Compare ways in which organisations apply marketing mix to marketing planning process in
order to achieve the business goals..............................................................................................3
Marketing plan for Zara...................................................................................................................7
Executive Summary.....................................................................................................................7
Objective of Zara.........................................................................................................................7
Segmentation, Targeting and Positioning....................................................................................8
PESTLE Analysis........................................................................................................................8
SWOT analysis of Zara...............................................................................................................9
Marketing mix of Zara...............................................................................................................10
Budget........................................................................................................................................10
Monitoring and evaluation.........................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is the important function of the organisation. If any product and service is
launched by the company then its marketing is very much required. Marketing essential
include sales, advertising and publicity. Marketing create brand value of the company. Zara
is a multinational retail brand. The products of Zara include clothing, shoes, beauty,
accessories etc. company have women, men and children clothing. this study will discuss
roles and responsibilities of the marketing function and how these relate to wider
organisational context. Further comparison between ways in which organisation apply
marketing mix to the marketing planning process to achieve the objective of the business.
This study will also evaluate marketing plan for the organisation.
Compare ways in which organisations apply marketing mix to marketing planning process in
order to achieve the business goals.
Applying marketing mix of Zara and H&M:
7 P’s Zara H&M
Product Zara is a known name in the
fashion industry. Company
have full control over their
products because it do not do
outsource if its goods which
is the advantage for the
company (Ngo, Lohmann and
Hales, 2020). It make
products for men, women and
children. Company have
products which include
clothing, bags, shoes,
accessories, beauty, perfumes
etc. it offers fancy as well as
It is famous and trusteed
fashion brand. It has wide
range of products. Company
offer products like jackets,
jeans, tops, belts, bags,
jewellery, accessories, shoes
etc. company believe in
providing reasonable
products so that large group
of customer can purchase
their products. They offer
designer clothes, basic
clothes, sportswear. It believe
in providing good quality of

casual clothes. Zara ensures
the sustainable development.
They make products
according to the market
trends. It has wide varieties of
products available.
product.
Price Zara provide affordable
goods as compare to their
competitors. They operate
within two stores which are
regular store and premium
store. Regular store have
affordable goods whereas
premium have luxury
products. They provide latest
fashion at the low price
internationally. Low pricing
strategy is followed by the
company. It do not spend
much on advertisement and
believe to offer affordable
product in the market to cover
large customer group. Local
market put the tags on their
products. The market based
pricing strategy is chosen by
the company, which is
customer happily pay. They
fix the price and according to
that do the promotion.
The fix the price according to
the type of products. It has
large price range and that is
products are available for
every customer. By this sales
increase and company is able
to generate more revenue.
Company timely come up
with discounts and coupons
to attract the customers. They
make products for both low
and high earning consumers.
They offer good quality of
products at a reasonable
price. There prices are low as
compare to their competition
because they have less
transportation costs. They
also have wide range of
products then Zara. High
quality and good price attract
the customers which
increases the sales and
eventually revenue of the
company.