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Marketing Management Assignment : Zaggora
13 Pages3937 Words247 Views
Added on 2019-12-17
Marketing Management Assignment : Zaggora
Added on 2019-12-17
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KJA14396703Word Count: 2444MarketingManagement
Table of ContentsINTRODUCTION..........................................................................................................................................................3Option 1......................................................................................................................................................................3CONCLUSION...............................................................................................................................................................9REFERENCES..............................................................................................................................................................10
INTRODUCTIONMarketing management is complete process of keeping a record and tracking the activitiesrelated to marketing techniques, orientation and processes inside the company. Management ofthe marketing department as a whole is known as marketing management. As the success of anybusiness lies in the marketing strategies of the company hence, it is very important for thecompany to effectively manage the marketing system. All the activities from advertising to salesare conducted by the marketing department. Marketing manager manages all these activities. He/she is the authority that is responsible for the failure or success of the company's marketingtechniques. In this report, the basics of marketing management will be described in context ofZaggora. Being founded in 2011 in London by Dessi Bell and Malcolm Bell, it emerged as alegitimate brand for women's clothing and active wear (sportswear) within 5 years ofestablishment. Marketing management techniques can be designed with reference to Zaggora fordeeper understanding. The current report aims to evaluate the issues which are faced bymarketing manager of Zaggora with certain advices and recommendations in the concepts ofproduct management, branding and packaging.Option 1Core Marketing concepts:Segmentation, targeting and positioning: STP is considered as a strategic tool which isrequired for having a detailed vision about the target markets and their characteristics. It is usedwhen marketing planning is performed for a particular product and service. Zaggora is an international British brand that has made its name in women as apparels. Thecompany being based in London has its branches or retail stores in various countries. For thesuccessful marketing implementation, a marketing manager is responsible (Aaker andJoachimsthaler, 2012). Zaggora has services in around 143 countries and have been selling overone million products. Organisation has collaborated with a charitable foundation that is Graviswhich empowers women in rural and remote areas by providing practical skills, banking access,sources of income and capital support. This helped the company connect emotionally with itsconsumers and also market its products (Our story. 2016). After acquiring this reputation, it is
the role of the marketing manager to endorse its brand and also focus on producing innovativeideas for maintaining this reputation. There are different levels of competition which need to be considered when productsustainability is referred. These include:Brand competition Industry competitionForm competitionGeneric competitionMarketing managers face some major issues when considering a company and its new productdevelopment. The decisions of the marketing manager influence the life cycle of the product inthe market. If the manager heads a team of inexperienced employees, the burden of work reliesall on the shoulders of the manager and company's major failures all fall on him/her.Inexperienced staff means giving time for training. Performance of all the individuals may not bethe same. Hence, the manager has to look after the development of the product and the staff also.If the market analysis and strategies are wrongly interpreted, then a huge difference will bevisible in the idea and the actually developed results (Wiedmann and et. al., 2011). Hence it isvery much essential for the marketing manager to cross check all the analytical data and statisticsso that no consequences are faced by the company.The orientation of the company plays a major role in deciding or estimating the marketingsuccess for a product and service. There are different orientations which include productionconcept, product concept, selling concept and the marketing concept. Customer needs andrequirements are fulfilled in a better fashion when these concepts are considered andimplemented in the functioning dynamics of organisation. Brand management is essential for maintaining and growing a decent relationship with theconsumers. Elements of brand include the price, packaging, look and durability of the product(Klimchuk and Krasovec, 2013). Branding adds value to the products and services of a company.It helps in gaining a recognition and strategic position in the market which provides support inthe future when considering launch of new product. Branding is an issue in product strategy.When long term investments in huge quantities are considered then significant promotional
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