Marketing Plan Report: Zara's Leather Cargo Jacket Product Launch

This report provides a comprehensive marketing plan for Zara's launch of a new leather cargo jacket. It begins with an executive summary and outlines the brand's mission, vision, and aims, along with specific marketing objectives. The report details the marketing mix (7Ps), including product features, pricing strategies, placement, and promotional activities like digital and direct marketing. It further elaborates on STP (Segmentation, Targeting, and Positioning) strategies, focusing on demographic segmentation and differentiated targeting. A marketing program is presented, including budget allocation for digital and direct marketing efforts. Finally, the report covers monitoring and control mechanisms, such as customer feedback and analysis of ROI, sales ratios, and market share, to ensure the marketing plan's success. The report references academic sources to support the marketing strategies discussed.

MARKETING ESSENTIALS

INTRODUCTION
This report includes Marketing Plan of Zara which market which increases companies is a is a
multinational clothing brand. The market plan is for launch of a new product Leather cargo jacket
in the market share & customer base.
This presentation will include summary of product, 7P'S of Marketing mix, mission, vision, aim,
marketing objective, budget, marketing programme, target strategies and monitoring & control.

Executive Summary
Zara is a popular brand of cloths & accessories which offers unique & designer products in many
countries across the world. Zara focuses on providing trendy designs & innovative merchandise
at an affordable price and it does not focus much on its competitors.
Zara introduce an exclusive range of Leather cargo jackets in three colours bottle green, red &
mustard yellow for females with the age group of 15-30.

Mission & Vision
Mission- Mission of Zara is to provide fashion frenzy & unique design at a affordable price to
enhance its customer base & market share.
Vision- Vision of Zara is to satisfy its customers by offering innovative & product and to provide
toxic free products.

Aim
Aim of Zara is to offer toxic free & Eco-friendly products which benefits the society and to offer
unique & variety of innovative products to make consumption choices and to increase the
customer base of the company.

Marketing Objective
 To increase Zara's market share by 4% with in a period of 4 months by launching Leather cargo
jackets.
 To increase company’s customer base and profitability by 6% by end of 6 months.

Marketing Mix
Product- In the range of clothing brand Leather Cargo Jacket added as new product. Specifically,
for females. Cargo jackets has many benefits such as durability & resistant to wear & tear which
will attract the customer. Customers of Zara are fashion frenzy and prefer to buy innovative
product so it will be beneficial for the company.
Price- Zara sets price of its new product (leather cargo jacket) according to the purchasing power
of customer of different countries. In this launch Zara will imply use of premium pricing strategy.

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Place- Zara offers its products across the world and
having a huge customer base so, leather cargo
jackets will be offered across the world online and
offline.
Promotion- Zara will use digital marketing for
promoting leather cargo jackets in the market.

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Process- Zara will focus on producing non-toxic & environmentally friendly leather cargo jacket
and it delivers its product through its stores & online websites.
People- Zara will provide special training to its existing customers about the new product so that
the employees can resolve queries of its customers and provide detailed information about the
new product to its customers.
Physical evidence- Zara will set a different tag line for its new product. “When in doubt wear
Cargo”

STP
Segmentation- Zara does demographic segmenting of its new product which is leather cargo
jacket. It offers its new product according to age, gender, geography and race. Leather cargo
jacket launched by Zara is specifically for females having the age of 15-30 and in 3 specific
colours only.
Targeting- Company cannot deliver its product to all the segments So Zara will focus on
differentiated targeting where its focus will be on its demographic segment only.

Marketing Programme
Marketing Activity Time
Duration
Digital Marketing Zara promote its product through social media
such as Facebook and Instagram.
6 months
Direct Marketing Zara also promote its new product directly
through E-mail.
4 months

Marketing Budget
Marketing Expenses 20000 Pound
Digital Marketing 12000 Pound
Direct Marketing 8000 Pound
Total Cost 20000 Pound