Marketing Essentials: Zara and H&M Marketing Mix and Planning Report

This report provides a comprehensive analysis of the marketing strategies employed by Zara and H&M, two prominent players in the fashion retail industry. The report begins by comparing the marketing mix of both organizations, examining product offerings, pricing strategies, distribution channels, and promotional activities. It delves into how each company applies the marketing mix to achieve its business objectives. Furthermore, the report evaluates the tactics used by Zara and H&M to meet their goals, including their approaches to customer segmentation, targeting, and positioning. The core of the report focuses on the development and evaluation of a basic marketing plan specifically for Zara, including an executive summary, vision, mission, budget, and an analysis of the STP model (Segmentation, Targeting, and Positioning). The report concludes with an overview of monitoring and control mechanisms used to assess the effectiveness of the marketing strategies.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
MAINBODY....................................................................................................................................1
TASK 2............................................................................................................................................1
PART A...........................................................................................................................................1
Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.........................................................................1
Evaluate different tactics applied by organisations to demonstrate how business objectives can
be achieved..................................................................................................................................4
Part B: Develop and evaluate a basic marketing plan covering:.....................................................5
Marketing plan............................................................................................................................5
Produce a detailed coherent evidence – based marketing plan for an organisation....................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing consists of identifying the needs of the customer, in the process of creating,
developing and producing goods and services for customers. It provides a very important product
to the consumer in choosing potential candidates, getting the product. In addition, marketing is a
broad concept that is not limited to the process of buying and selling. Marketing functions tells
about other actions, such as improving the quality of the product, choosing the optimal sales
channel, marketing strategy of the object, conducting research and development work, and so on
(Daniels, 2020). Zara is a fast-growing organization that is a continuation of their activities
around the world. The organization is aware of the needs and requirements of the business and
its operations and has more than ten thousand stores operating in different types of people such
as women, men and children. In addition, the use of marketing in integrating the organization's
goals and objectives, as well as effective marketing, R correction determines the marketing
efforts of Zara.
MAINBODY
TASK 2
PART A
Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing
mix
Zara H&M
Product Zara was known as the Zara method.
For example, the trend of fashion
lovers. One of the biggest advantages
is the ability to respond quickly to the
ever-changing needs of our customers.
Zara is one of the world's leading
fashion brands. Products offered by
Zara for men, women and children.
There are jeans, trousers, jackets,
H&M is one of the world's most trusted
clothing brands, and it has less than
twenty-seven hundred and eighty-six ads
in its wallet. Many of H&M's, i.e.
women, make friends with this focus, as
in advertising. Men's clothing at H&M to
take a back seat (Kotler and et. al., 2020).
H&M offers a wide range of sportswear,
known for its promotional clothing and
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blouses, skirts, clothing, T-shirts,
shoes, bags and other accessories. -
This is an offer, a Zara strategy with a
marketing mix. Zara is also in line
with local and national talent to
provide excellent and trending
products.
accessories for men, women, teenagers
and children. This is a big pot of products
that includes blouses, dresses, underwear,
jeans, shoes, swimwear, underwear and
much, much more.
Price Since this Zara concept is to deliver its
products at a reasonable price to
customers, it can be concluded that
customers, with your prices, they are
less expensive. Zara offers a market-
based pricing strategy that will
determine the price and the goal is for
the consumer to be willing to pay for
it. Production budget at an average
price.
H&M has developed strategies and price
ranges to suit all categories of buyers and
sellers. By sticking to a moderate pricing
strategy, they managed to keep most of
their shares at a class discount. Under this
program, sales will continue to grow,
which, in turn, will lead to an increase in
sales, H&M, product prices will be
cheaper compared to other similar online
stores..
Place Zara and one of the things that sets it
apart is that it's a vertical connection.
This means that it creates,
manufactures, and sells the same
products. This approach seems to have
worked well because it has established
itself as one of the leading Spanish
clothing stores in the world (Buhalis,
2022). Zara also sold in the online
store. All of this applies to the
combination, promotion opportunities,
and distribution strategy.
H&M made the majority of the three
organizations ' physical properties from
more than 3,450 stores worldwide, as of
November 2019. In the product
distribution channel, the corporation
followed the policy of direct purchase of
goods, as well as selling finished
products directly in the store. Also has a
broad online network marketing business.
Promotion The fact that Zara is a unique zero
investment in marketing is a
H&M should always be aware of the
opportunities for promotion and
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"marketing policy". Instead, the
company has money that can be spent
on advertising the opening of a new
store. Unlike its competitors, Zara,
which is not a party of vibrant election
campaigns. This is why Zara ads will
not be displayed on the TV screen.
Zara's unique marketing offer is a
short processing time, due to the
variety of styles and affordable price.
It relies on word of word of mouth
instead of expensive marketing tools.
marketing, and therefore paid special
attention to all promotional activities.
Advertising focuses on the idea of quality
clothing and a good price. They made
good use of e-TV, whose means, through
sponsorship of warm and fashion shows
such as MTV. Many high-profile stars,
such as Robert Cavalli and Jimmy Choo,
have been associated with the brand and
led it to its current position (Sulistyo and
Wuryanti, 2021).
People Zara is a mid-to low-value product
that is used to maintain an effective
customer base that transcends age,
financial, and geographic boundaries.
Perfect print of customer's design
knows, elegant, refined lady,
H&M targeted women, the poor, and the
middle class, while H&M targeted young
people.
Process Zara is a creative process that will
allow them to quickly respond and
send clothes to their stores. The Zara
project team makes up 18,000
different types of clothing each year,
then that's 70, - per day, with a
consistent process. Their product
benefits the customer in just 4 weeks.
The evolution of the Zara
organization, faster and more
responsive to local markets, which is
necessary for it to take a leading
position in product development (Bu,
H&M- product range, which will depend
on both local preferences and consumer
preferences. This is because the company
quickly responds to each store in
centralized IT operations that push you to
the appropriate products.
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Thaichon and Parkinson, 2021).
Physical
Evidence
Window display on the store facade,
Zara, power of a pair of lines, and
attracts customers inside, which makes
it possible to use the type available.
Not supported by installing Zatra in
the store, was designed to attract
customers ' attention and help them
reach the Zara store, uses a
combination of spaces to provide
customers with a real shopping
experience.
H&M also has visual effects that attract
customers to show them the promise to
sell and discounts on products that should
be displayed on the banner.
Evaluate different tactics applied by organisations to demonstrate how business objectives can be
achieved.
Zara, a company has a desire to be known to the world, and they do this by identifying
different locations around the world, from different products, so they use their brand and
reputation. All the" bottlenecks " in the work of partners that are closely related to their
customers, such as retail stores, grocery stores, entertainment centers and food kiosks on the
street, in the development and implementation of local strategies, in cooperation with the
organization (Kollosu and Pitta, 2020). Zara International has improved its image in order to be
able to survive in the rapidly developing global market. Competitiveness is defined as one of the
strategies that can be used by an organization to improve its individual performance. In order for
a business to grow and meet growing demand, it is necessary to adopt other forms of marketing,
such as advertising, and compete with major competitors.
The company regularly evaluates its business, and aims to achieve a strategy of increasing
profitability and evaluating competitive positions in the market. They need to make decisions
regarding the reorganization of their business ideas with the business, analyze their effectiveness
through strategy and policy. With the new AR technology, and there are many other options,
Zara has been at the forefront of consumer to product, and unlike its closest rival, H&M, which
has always been dedicated to promoting the product and the product to the customer. Zara,
product evangelization Through the product creation process, course experience, and exchange
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of valuable, printed tapes, opportunities for its customers to preach the product. Instead of
excluding things like marketing, print engages consumers, cultivating them as leaders to improve
their productivity, products and services, and encourages them to distribute.
Part B: Develop and evaluate a basic marketing plan covering:
Marketing plan
Executive summary-
One of the most popular and well-known brands in the clothing and fashion industry is
Zara clothing company. The company is on the market as an experienced executive, with the
latest fashion offer, is a leader in the affordable range and in competition with several fashion
brands on the market (Talim, 2020). Zara's strategy is to create a product focused on the
consumer, and to differentiate Zara from its competitors by introducing a new look at
connectivity, size, categories and applying existing Zara values based on the product, as well as
stealing the customer who wants to abandon their competitors. So, following assesement will
discuss the marketing plan of Zara.
Vision
ZARA strives to meet the needs of the customers. As a result, company promises to improve its
knowledge. Zara promise to make a new design, made from cheaper materials,
Mission
Zara's poignant business model aims to contribute to the sustainable development of local
communities and the environment in which they interact.
Budget:
It should be strictly adhered to in order to investigate patterns in the new market, and for such
systems it should be borne in mind that the ultimate goal is to end the activity-tests appropriately.
It is the marketing manager who will be responsible for developing an appropriate cost plan,
taking into account the needs of the head of business operations to achieve high profitability and
market growth. A good budget will help create awareness about the product so that it is easier for
customers to buy it according to their needs and requirements. The marketing budget for the
organization of the system is as follows::
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STP model
Segmentation The separation strategy used by Zara's fashion store is usually based on the first
customer, such as gender, age, and psychographic. In addition, the client's
business goals and objectives are determined based on their perception of
fashion and style, for example, in modern, fashionable, ancient, black, Latin
American, etc. and the product is of race, and its goal is the market integrated
with it printing, in its range is comparable to the range of taste and settings itself
(Petersen and Schmid, 2021).
Targeting Zara, have found a large niche in the retail market. For the purposes of the
company, and for customers who are interested in high fashion and who need to
be aware of the latest trends in fashion, but can not afford to buy clothes and
many other accessories-fashion, - and in the best boutiques. In terms of a point-
to-point market, Zara's strategy of introducing high-end and re it gives
customers a week, 4-5 profitable periods, in their latest collections available for
a small fraction of the production cost. This is together with the product
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Identity, clothing and accessories, collections and marketing campaigns to
attract target markets for Zara shops.
Positioning The main goal of the brand positioning is to print exactly on the market, since
the company indicated it aim to democratise the fashion. This company is
dedicated to both fashionable customers and high-fashion products at affordable
prices with acceptance of their requirements. Therefore, the marketing strategy
must be employed by Zara, must open stores and stores that provide the Zara
experience, to be in high places, to gain brand image and online presence
fashion lane, high fashion и it is available (Michelsson, 2020)
Monitoring and control
Monitor and control the company to be able to look at the differences between budget and
current affairs. This is important because it allows the Zara company to take action to achieve its
marketing goals and objectives. Zara can use methods such as sales analysis, market share
analysis, and profitability market analysis to monitor its marketing plan. Sales revenue analysis
divides the total turnover of the group's operations by knowing the strengths and weaknesses of
sales and purchases. Zara is trying to increase its market share by more than 60%. With all the
changes that Zara is currently undergoing at the company, the company hopes to regain its strong
market position.
Produce a detailed coherent evidence – based marketing plan for an organisation
A marketing plan is the communication and PR activities that will be used at the moment,
and how the organization will assess the impact of these actions. This is a visionary approach to
securing the future of the organization, with a focus on product development and expanding the
market, sales channels, advertising activities, and revenue (Bondarenko and et. al., 2020). The
marketing plan should include a technical and maintenance statement, vision, and goal for Zara.
Correct classification, identification, and location to help Zara stand out from the crowd,
according to the different demographics they will need to identify different cartridges. They
allow them to be themselves in the marketplace. The internal and external environment and its
consequences are useful and pose a threat to them.
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CONCLUSION
From all of the above, it can conclude that marketing plays a very important role for a company
in a competitive industry. The organization uses various marketing strategies to stay in the
market in an upright position. While conducting marketing campaigns and advertising
campaigns, managers will effectively perform their duties and responsibilities. This report
describes the main characteristics of marketing and the marketing function and its relationship to
other functional units. At the same time, it will also include the marketing package, strategies
adopted by the company to achieve the goals of the marketing plan in connection with the use of
7Ps.
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REFERENCES
Books and Journals
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Marketing in the Modern Development of Society. In Proceedings of the International
Scientific Conference-Digital Transformation on Manufacturing, Infrastructure and
Service (pp. 1-6).
Petersen, J.A. and Schmid, F., 2021. Leveraging stakeholder networks with outside-in
marketing. Industrial Marketing Management, 92, pp.72-75.
Michelsson, L., 2020. Instagram Marketing-Case Sisustustalo Kodinonni.
Talim, J., 2020. Effective Marketing Strategy for ADK Insights. iBuss Management, 8(2).
Kollosu, D. and Pitta, T.K., 2020. Impact of influencer marketing versus traditional celebrity
marketing on consumer purchasing behavior.
Bu, Y., Thaichon, P. and Parkinson, J., 2021. Igniting the Flame with Electronic Word-of-mouth
in Digital Marketing. In Developing Digital Marketing. Emerald Publishing Limited.
Sulistyo, H. and Wuryanti, W., 2021. SMEs performance: the role of customer knowledge
management and marketing dynamic capability. Available at SSRN 3865840.
Buhalis, D., 2022. Tourism management and marketing in transformation: editor’s statement and
introduction to the Encyclopedia of Tourism Management and Marketing.
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Publishing.
Kotler, M., and et. al., 2020. Management and Measurement of the Performance of Digital
Marketing. World Scientific Book Chapters, pp.344-367.
Daniels, Y.D., 2020. Writing for the Screen: Creative and Critical Approaches, Craig Batty and
Zara Waldeback (2019). Journal of Screenwriting, 11(1), pp.121-123.
Luz, A.R.C., Wreaves, P. and Paschoalotto, M.A.C., 2021. The reasons behind Zara's success:
evaluating the value chain. International Journal of Teaching and Case Studies, 12(1),
pp.1-16.
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