Marketing Report: Zara's Marketing Essentials and Strategies

This marketing report provides a comprehensive analysis of Zara's marketing strategies. It begins with an introduction to marketing essentials, emphasizing their role in promoting and delivering products to customers. The report then delves into Zara's organizational structure, examining the key roles and responsibilities of the marketing function, including market research, developing marketing plans, sales support, and customer service. It also explores the interrelationships between the marketing department and other functional units like finance, HR, IT, and customer service. The report further compares the marketing mix elements (product, price, place, and promotion) of Zara with Burberry, highlighting their different approaches. Finally, it outlines a basic marketing plan for a chosen product or service, concluding with reflections on contributions and learning experiences. The report utilizes the PR SOSTAC model for marketing planning and discusses the impact of various environmental factors on marketing strategies.

MARKETING ESSENTIAL

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles & responsibilities of marketing function...............................................................1
P2 Roles & Responsibilities of marketing relate in the context of organisation.........................4
TASK 2............................................................................................................................................5
P3 Comparison of elements of marketing mix of two organisations...........................................5
TASK 3............................................................................................................................................8
P4 Basic marketing plan of the organisation...............................................................................8
TASK 4............................................................................................................................................8
P5 Contribution & learning during work.....................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing essential defines all marketing elements that are designed to promote and
deliver the products to the ultimate customers (Gnizy and Shoham, 2018). It is a crucial function
as it assures that higher market recognition and profits are availed. The organisation chosen for
this report is Zara, it is a multinational clothing brand. Further, this report includes roles &
responsibility of marketing function and their interrelationship with the other functional units of
the company. Furthermore, this report will compare Marketing mix of two organisations to
demonstrate the manner in which businesses achieve their objectives. Lastly a marketing plan
will be formed for a chosen product or service.
TASK 1
P1 Key roles & responsibilities of marketing function
Marketing is a function organised by Marketing managers of Zara to promote & sale
products and services of company. It is a process of establishing relationship with the customers
& satisfying their needs. Marketing function include role & responsibility of marketing manager
which helps the company in delivering & promoting quality products in the market. Marketing
function includes following roles & responsibilities:
 Market research- Marketing research helps the company to analyse the target market &
opportunities and it also helps the company in understanding of customer needs. It is the
responsibility of the marketing manager of Zara to analyse strategies used by its
competitors. Market analysis helps the firm in identifying need of customers on the basis
of their changing perception regarding the price, quantity, quality & advertisement of the
product. Market research can be done by conducting customer survey, analysing
secondary data & by taking online reviews from the customers. Zara has complied with
current trend of marketing research where marketing team makes use of tools of Artificial
Intelligence where the manager is part of cloud community where customer changes
trends and preferences are updated on regular basis (Armstrong and et.al., 2015).
 Developing Market plan- Market plan helps the company to grow in the competitive
environment and to achieve its objective. It is the responsibility of marketing manager of
Zara to develop a marketing plan which helps the company to achieve success over its
competitors. Zara uses P R Sostac model to develop its marketing plan. This Model is
explained below-
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Figure 1: PR SOSTAC market planning model
(Source: p-r-smiths-sostac-planning-model, 2018)
 Situation- At First Managers of Zara analyses its current market position in the market
and details of its competitors. H&M & Zara are fast fashion competitors currently.
 Objective- After analysing its position company will decide its objective. Objective of
Zara is to become largest retail fashion brand across the world by offering fashion frenzy
designs at a competitive price by 2020.
 Strategy- Now marketing managers make strategies to achieve its objective. Zara aims to
increase its customer base & market share so that it can become the largest fashion frenzy
retail brand. Further, the firm implies use of different strategies like marketing mix,
segmentation, targeting, positioning, etc.
 Tactics- Zara will offer differentiated products on the basis of changing fashion trend
across the globe. Further, firm offer its apparel and fashion accessories at reasonable
price and make attractive promotion plans to increase its customer base & market share.
In this firm make use of social promotional strategies which helps in grabbing attention
of millions of potential buyers.
 Action- After deciding tactics company has to take action and to implement this tactic.
Zara will establish more stores & also offer its products through online websites, so that
the company can enhance its market share & customer base.
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 Control- After implementing all this process manager analyse performances of goals
with planned performance (Chaffey, 2016).
 Sales support- According to this function it is the responsibility of marketing manager to
promote company’s product in the market which helps in attracting customers. It is the
responsibility of marketing manager to give attractive advertisement to grab the attention
of maximum number of shoppers at the same time. which fulfil needs of individuals.
Coordination of marketing manager with sales helps in outlining needs of promotion of
particular segment of commodities to manage boost in sales.
 Managing customer services- Customers are the most important assets of a company so,
it is the responsibility of marketing manager to provide support services to its customers.
Zara follow B2C (Business to Customer) model in its business which helps the company
to enhance its customer base because in this firm is involved in direct selling where sales
associate of firm has direct interaction with shoppers. In accordance with this function
Zara provides various sale services that includes after sale services, handling customers’
complaints by establishing customer care channels, offering products through online
websites and collecting online feedback from the customers. This all services attract the
customer towards the brand.
Marketing manager of Zara analyses the current market trend and then make changes in
companies marketing plan accordingly. Various environmental factors affect marketing. Some of
the environmental factor which affects the marketing are as follows:
 Socio-cultural Factors- Socio-culture factors includes feelings, thoughts & beliefs of the
society and culture. So, the marketing manager has the responsibility to fulfil the needs of
the society & develop a promotion strategy which is in accordance with values and
beliefs of the target segment (Bagozzi and et.al., 2018).
 Technological Factors- Technology is changing rapidly and to target global population
Zara is involved in social media marketing which helps the marketing team in direct
communication with shoppers on changing needs and preferences.
 Market research: For this marketing department coordinates with Research &
development department because R&D unit of Zara helps in producing products which
carry higher probability of earning profits.
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 Information technology department is interrelated with sales & marketing function
because IT helps Zara to promote its products through social media and offer its products
through online websites.
 Market plan of firm cannot be initiated without availability of funds by finance
department therefore interrelationship of marketing with finance functions is significant
in business.
P2 Roles & Responsibilities of marketing relate in the context of organisation.
Marketing function helps the company in offering & promoting quality products in the
market. Roles and responsibilities of marketing in the context of organisation is explained below:
 Marketing with Finance- Marketing manager promote companies’ products & services
in the market by giving advertisement for which marketing manager need funds and that
funding is provided by finance department. Finance department of Zara makes budget
and allocate funds to marketing department. On the other hand, Marketing functions are
responsible for revenue generation by promoting companies’ products which helps
finance department by raising income. In this way both the department are inter
connected with each other (Oztaysi and et.al., 2016).
 Marketing with HR- Human Resource Department is linked with marketing in context
to recruitment of talented marketing employee so that objectives of the marketing
functions are fulfilled. On the other hand, Marketing department markets recruitment
vacancies on different platform which supports recruitment practice of HR (Habibi and
et.al., 2015).
 Marketing with IT- Information technology department of Zara helps marketing
department to promote companies’ products through social media & it also helps
marketing department to collect & maintain all the related data. IT department helps
marketing department in managing use of technological tools in marketing like chat on
cloud community, management of social media networking, etc.
 Marketing with Customer Service- Customer service department collect reviews from
the customer & than give it to the marketing department so that they can improve their
marketing strategy accordingly. Customer service department of Zara also provide all the
information regarding to the customer to marketing department which in turn enhances
company’s profitability as their issues and expectation are addressed.
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 Inter-relationship between all the functional department of the company and marketing
department has a significant importance because, marketing department cannot perform
any activity without coordinating with functional unit. Interlink of marketing and Finance
department is significant because it provides funds to the marketing department without
funds marketing manager cannot promote its products in the market. Further, technology
helps marketing department in online selling and promotion. So, with this we can say that
marketing department cannot perform well without all this functional units (Liu and
et.al., 2017)
TASK 2
P3 Comparison of elements of marketing mix of two organisations.
Marketing mix comprise of elements which are fundamentals of organisation that is
product, price, place and promotion. It is very important for business to focus on strategies like
pricing, promotion to meet customer expectation. Marketing gives brief idea over essentials of
firm.
7 P's of Marketing Zara Burberry
Product Zara is a multinational fashion
retailer which includes man's,
woman's & children's clothing and
accessories in its portfolio. For
Example: Tops, Shirts, Denims,
Jackets, Skirts, Sorts etc. It offers
products according to its
customer’s needs. Zara bring new
products to store twice a week.
Company also focuses on offering
limited stock (McDONALD,
M.A.L.C.O.L.M., 2016).
Burberry's is also a multinational
fashion which includes Trench coats,
Ready to wear clothes for both man
& woman in its product line
moreover, it also includes
accessories, sun glasses, cosmetics &
fragrances. Trench coat is the most
popular product of the company.
Company also introduce a brand
which is Gabardine a hard wearing &
water-resistant fabric.
Place Zara has its head quarter in Burberry has its headquarters in
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Arteixo & Spain. It offers its
products in many countries across
the world. Zara has its presence in
88 countries with 6500 outlets.
Zara offers its products through
online websites also.
London & United Kingdom and the
company also offer its products
worldwide. Company has its reach in
50 countries through 475 stores. It
also offers its products through
burberry.com.
Price Zara follow low & market-based
pricing strategy. It focuses on
providing fashion frenzy & unique
products at a reasonable price.
Zara set different prices for each
country which is based on the
purchasing power of the customers
of a particular area. Company also
offers regular discounts to boost
short term sales.
Burberry follows a constant pricing
strategy. It focuses on offering
durable and designer products at a
premium price. Company sets its
products price according to
customers demand, market
conditions and purchasing power of
customers.
Promotion Zara does not invest much amount
in promoting its products rather it
invests its revenue in purchasing
more stores. Company believe that
its stores window is enough to
promote its product in the market.
Most of its marketing is done by
social media & by reviews given
by its customers.
Burberry invest large amount in
promoting its products. The aim of
the company is to attract people
ranging from upper segment so the
company promote its products
through Television, Print media,
Online advertisement & billboards.
Company invest huge amount in
digital marketing which in turn
increases revenue of the company.
People Zara has 12.6 thousand employees
in all its stores across the world.
Zara invest a huge amount in
digital marketing for facilitating
Burberry has 10000 thousand
employees in 50 countries across the
world. Company focuses on
improving employment practices &
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faster communication among its
employees. It distributes tablets to
its employees for the smooth
functioning of its business.
Company also invest on training &
development of its employees and
on motivational tools so that the
staff can improvise their
performance and ultimately
achieve its objectives.
working conditions at its work place
which enhances its productivity.
Burberry also provide training to its
employees so that they can resolve
the queries of their customers and
they can provide better services to
their customer.
Process Zara develops a new product every
week & deliver it to the stores. It
focuses on toxic free production.
Zara offer its products to its end
consumers directly through its
stores and online websites.
Burberry manufactures its products
according to its product line. Its
manufactures latest designs twice a
week. Burberry deliver its products
through its distribution channel
(Godey and et.al., 2016).
Physical Evidence Physical evidence is the material
part of the service on that the
customer relies upon. Zara has
attractive tag line, decorative
stores and online websites
(MARKETING THEORIES – THE
MARKETING MIX – FROM 4 PS
TO 7 PS, 2017)
Burberry sets better connectivity to
its customers through 475 stores
across the world and it also offer its
products through online websites
across the world. Company has its
own website berberry.com and also
uses attractive tag line.
Following tactics are used by the Zara to meet its objective:
 Zara provide various scheme to promote its sales like it offers 50% discount twice a year
and a lower rate of discount ones in a year.
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 Zara introduces augmented reality experience in some of its stores, with the help of this
customers can check that which celebrity wearing the selected product this feature
attracts the customers (Flores and et.al., 2017).
 Zara invest huge amount on establishing its stores & make innovation in designs of its
stores rather than investing on advertisement (Gonzalez-Zapatero, Gonzalez-Benito and
Lannelongue, 2016).
TASK 3
P4 Basic marketing plan of the organisation.
Incorporated in Power point presentation
TASK 4
P5 Contribution & learning during work
Managing group work was interesting as I got to know the importance of marketing function
in an organisation without which firm cannot achieve profitability. I learned about marketing
department and its coordination with other functional units. Further, I learned about comparison
of elements of marketing mix of Zara & Burberry and I learned that how 7P's helps a company to
compare its marketing strategy with its competitors. Moreover, we prepared a marketing plan for
Zara in which company will launch a new product to a target segment. With this I learned that
this strategy will enhance customer base, market share & profitability of the company. While
preparing this marketing plan, I highlight vision, mission, aim, marketing objective and budget, I
also include 7P's of marketing mix in the marketing plan and at the end I compare the marketing
plan with the actual situation of the company and make changes accordingly with the help of
monitoring & controlling (Chaffey and Ellis-Chadwick, 2019).
CONCLUSION
This report summarises various aspect of marketing essentials in an organisation it also
outlined key roles & responsibility of marketing function and inter-relationship between
marketing and other functional units of firm. The company have been taking help of reasonable
pricing strategy and its number of stores to fulfil the marketing goals.
REFERENCES
Books and Journals
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Gnizy, I. and Shoham, A., 2018. The power of international marketing functions: antecedents
and consequences. Journal of Business-to-Business Marketing. 25(2). pp.67-89.
Armstrong, G. and et.al., 2015. Marketing: an introduction.
Gonzalez-Zapatero, C., Gonzalez-Benito, J. and Lannelongue, G., 2016. Antecedents of
functional integration during new product development: The purchasing– marketing
link. Industrial marketing management. 52. pp.47-59.
Liu, Y. and et.al., 2017. The effects of products’ aesthetic design on demand and marketing-mix
effectiveness: The role of segment prototypicality and brand consistency. Journal
of Marketing. 81(1). pp.83-102.
Oztaysi, B. and et.al., 2016. Target Marketing Strategy Determination for Shopping Malls
Using Fuzzy ANP. Journal of Multiple-Valued Logic & Soft Computing. 27.
Flores, D. and et.al., 2017. TEAM MARKETING PLAN.
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice.
In The marketing book (pp. 108-142). Routledge.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Habibi, F. and et.al., 2015. E-marketing orientation and social media implementation in B2B
marketing. European Business Review. 27(6). pp.638-655.
Bagozzi, P. and et.al., 2018. Marketing-Management. Walter de Gruyter GmbH & Co KG.
Godey, B. and et.al., 2016. Social media marketing efforts of luxury brands: Influence on
brand equity and consumer behaviour. Journal of business research. 69(12).
pp.5833-5841.
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p-r-smiths-sostac-planning-model. 2018.
[Online]. Available through<https://www.businessballs.com/strategy-innovation/p-r-smiths-
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