Comparative Analysis of Marketing Mix Strategies of Zara and Hennes and Mauritz

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................4
TASK 2............................................................................................................................................4
P3: Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................4
TASK 3............................................................................................................................................7
P4: Produce and evaluate a basic marketing plan for an organisation........................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing consist of set of activities that are used by company in order to promote its
production services to the market and attract large number of customers. In today's competitive
world, it is a very crucial function for each organisation as their success and growth highly relies
on it (Gregg, 2015). In this report, the chosen organisation is Zara which is one of the leading
and well known brand of Spain. The company was established in 1975 and offers variety of
products to customers including accessories, clothing, perfumes etc. This report covers
comparative analysis of marketing mix strategies of Zara and Hennes and Mauritz along with the
tactics used by them. Apart from this, a marketing plan is also prepared for Zara to market its
new product in market.
MAIN BODY
TASK 2
P3: Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing mix includes combination of elements which can be controlled by organisation to
attract customers for purchasing their products. It is the significant tool that helps organisation in
developing appropriate marketing strategy and their execution by using effective tactics (Jones
and Rowley, 2011). The comparative analysis of marketing mix of Zara and Hennes and Mauritz
is mentioned below:
Marketing
mix
elements
ZARA Hennes and Mauritz
Product Zara is one of the leading luxury
fashion brand of the world. It offers
variety of products for children, men
and women. Its products include tops,
skirts, t shirts, trousers, jeans, bags,
accessories etc. It offers both formal
and casual wears of different styles. It
In fashion retail industry, Hennes and
Mauritz is a well known brand that
provides fast fashion clothing to
customers. It offers shoes, bags,
accessories and trendy lifestyle collection
for people (Kakarot-Handtke, 2015). The
firm designs which are inspired by

offers many new designs and its
products are like by people. The
availability of product line impacted
by the needs and preferences of target
market. For maintaining its
sustainability in market, Zara is
committed to minimize waste from
production process. The security tags
and handles are recycled by it and it
gives its products in biodegradable
plastic bags or in paper bags. These
all are the product mix and strategies
of Zara.
technology and art from all across the
world. The main focus area of company is
quality of product and latest fashion. The
products of H&M are designed by special
team of designers by the help of which
company is able to offer variety of trendy
clothes to customers.
Price Zara offers fashionable products at
low prices. It provides latest fashion
clothes in less prices in comparison to
other international brands. Prices of
its products are quite affordable
customers as it follows low pricing
strategy. The company is not
spending high amount of money on
raw materials and advertisements. So
the company has low cost structure in
comparison to its competitors. It sets
market based pricing strategy in
which the target price is set as per the
willingness of consumer to pay for it.
However, some of the stores of Zara
premium pricing strategy in which it
offers product to customer at high
prices.
Hennes and mauritz is a leading brand that
offers high quality products to customers
at premium prices. The company is using
premium pricing strategy and sets high
prices of its product. In comparison to its
competitors, It offers large variety of
products to customers with high quality.
this helps company in increasing its sales
and profitability ratio. Apart from this, it
offers various schemes and discounts on
its core and fresh products. This allow
firm to attract more number of customers
(Lipsman and et. al., 2012).