Report on Marketing Management: A Case Study of Zaggora's Strategies

This report provides a comprehensive analysis of Zaggora's marketing management, focusing on its strategies, challenges, and successes. It begins with an introduction to marketing management, emphasizing its importance for business success and then provides an overview of Zaggora, a British brand specializing in women's activewear and sportswear. The report delves into core marketing concepts like Segmentation, Targeting, and Positioning (STP) and their application to Zaggora. It examines the issues faced by Zaggora's marketing managers, including brand competition, product development challenges, and the significance of marketing orientation. The report further explores brand management, product development, and packaging as essential components of marketing management, highlighting the importance of customer feedback, packaging quality, and ethical considerations. The report also discusses the impact of globalization, digital marketing, and social media on Zaggora's brand reputation. It concludes by emphasizing the importance of technological focus, product management, and public relations in achieving marketing objectives and building brand recognition. The report provides valuable insights into Zaggora's journey, challenges, and strategies in the competitive market.

KJA14396703 Word Count: 2444
Marketing
Management

Table of Contents
INTRODUCTION..........................................................................................................................................................3
Option 1......................................................................................................................................................................3
CONCLUSION...............................................................................................................................................................9
REFERENCES..............................................................................................................................................................10

INTRODUCTION
Marketing management is complete process of keeping a record and tracking the activities
related to marketing techniques, orientation and processes inside the company. Management of
the marketing department as a whole is known as marketing management. As the success of any
business lies in the marketing strategies of the company hence, it is very important for the
company to effectively manage the marketing system. All the activities from advertising to sales
are 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 marketing
techniques. In this report, the basics of marketing management will be described in context of
Zaggora. Being founded in 2011 in London by Dessi Bell and Malcolm Bell, it emerged as a
legitimate brand for women's clothing and active wear (sportswear) within 5 years of
establishment. Marketing management techniques can be designed with reference to Zaggora for
deeper understanding. The current report aims to evaluate the issues which are faced by
marketing manager of Zaggora with certain advices and recommendations in the concepts of
product management, branding and packaging.
Option 1
Core Marketing concepts:
Segmentation, targeting and positioning: STP is considered as a strategic tool which is
required for having a detailed vision about the target markets and their characteristics. It is used
when 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. The
company being based in London has its branches or retail stores in various countries. For the
successful marketing implementation, a marketing manager is responsible (Aaker and
Joachimsthaler, 2012). Zaggora has services in around 143 countries and have been selling over
one million products. Organisation has collaborated with a charitable foundation that is Gravis
which 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 its
consumers 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 innovative
ideas for maintaining this reputation.
There are different levels of competition which need to be considered when product
sustainability is referred. These include:
 Brand competition
 Industry competition
 Form competition
 Generic competition
Marketing managers face some major issues when considering a company and its new product
development. The decisions of the marketing manager influence the life cycle of the product in
the market. If the manager heads a team of inexperienced employees, the burden of work relies
all 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 be
the 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 be
visible in the idea and the actually developed results (Wiedmann and et. al., 2011). Hence it is
very much essential for the marketing manager to cross check all the analytical data and statistics
so that no consequences are faced by the company.
The orientation of the company plays a major role in deciding or estimating the marketing
success for a product and service. There are different orientations which include production
concept, product concept, selling concept and the marketing concept. Customer needs and
requirements are fulfilled in a better fashion when these concepts are considered and
implemented in the functioning dynamics of organisation.
Brand management is essential for maintaining and growing a decent relationship with the
consumers. 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 in
the 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

strategies have to be developed. In such cases, the major brands outsource or sub-contract parts
of their production process to several other companies.
Brand management is the responsibility of the marketing manager so that he uses appropriate
techniques for increasing the value of the product. Zaggora is an international brand. Marketing
manager must ensure that customer feedbacks are positively reviewed and taken care. The
company must also improve its packaging quality as it expands in the global market. As focus of
the organisation is in using technology to develop best products for women, they can manage to
catch up with the fast pacing world. As depicted, it is easily understood that brand management,
product development and packaging are essential components of marketing management. For a
product to be successful the marketing manager of the company has to focus on all these aspects
and certainly check the conditioning and status of the product in the market as the task is just not
completed by launching the product (The power of branding. 2016). Frequent checks at the
customer reception and demand status will ensure complete success.
Being a marketing manager is a tough job. He has to keep a track on all the functions of the
marketing department. From the branding of the product to the decisions regarding the packaging
and selection of selling media, everything has to be decided and supervised by the marketing
manager. Packaging is important because it is like the heart of the promotion and advertising.
The package becomes the representative of the company (Hollensen, 2015). If it is not so
fascinating or has some degrading factors, consumers will not be willing to but the product.
Although it is stated that a book must not be judged by its cover, but in the competitive era of the
21st century it is very much important to be presentable. If not much but at-least some efforts
must be given on design and package of the product.
Branding is supported by marketing mix principle and marketing segmentation, targeting and
positioning. The efficiency or effectiveness in the concerned branding strategy is applied when
these tools are used.
Issues like safety, environmental violation and not following the health and safety standards can
arise with the product (Foxall, 2014). It is the marketing manager who needs to work on proper
advertising. If the advertisements and commercials are not well developed with complete and
correct information, then authenticity of the company gets degraded. Ethics of the company are

challenged and people start losing trust over the company. This factor is very crucial when
comes to health and food industry. Since, Zaggora is an active sportswear and health food
products company it's marketing manager must focus on the information that is being
communicated to the customers. It must be authentic and no exaggeration must be focused
(Meffert, 2013).
Brand management is considered as a significant tool in marketing. Despite of many advantages
the branding process brings lot of challenges like handling of sponsorships or decisions whether
to brand or not, etc. These when overcome can bring more efficiency in the marketing
management principles.
Globalisation is always an accelerating factor in increasing brand names and products. Based on
the consumer feedbacks and reviews by experts Zaggora has been manufacturing great quality
products and with unique style of packaging. They have also endorsed health products like
smoothies and protein supplements that can be delicious and healthy (Peñaloza, Toulouse and
Visconti, 2013). Uniqueness of their product lies in their approach; as traditionally focus was
given to men's fitness, the company targeted the most sensitive population that is women.
Selection of their target customers gave them an edge over the competitors. At times, there are
issues that arise while deciding the packaging of a product. Marketing manager must have
complete knowledge about the basics in a product (Wilson and Gilligan, 2012). With his analysis
of the current demands by the consumer, he must be able to come up with better packaging
options or choose the best from the ones that are available. Sometimes, the packaging of the
product becomes a hall mark for the brand. The better and unique the package is, probability of
increase consumer demands increases.
As mentioned before, Zaggora provides its products and services in 143 nations. To achieve such
huge market position itself defines that within five years of launch it has been one of the most
successful start-up ventures (The power of branding. 2016). Based on the customer and critics
reviews it has been observed that Zaggora delivered its words. It came into existence with the
motive to reach women all over the world and provide them best in technology and class
sportswear and health products. Being specific in their vision helped them achieve their goal
strategically as well as get a brand reputation. With time they improved their marketing tactics.

At the time of launch company focused on exaggerating the qualities of the product but with time
they removed all the flashy and irrelevant content from their website (Our story. 2016).
Zaggora always faced a lot of threats during its emergence as a powerful brand. Most of these
threats were based on criticism by local bloggers and rivals. The company made claims
regarding fat burning properties of its product- Hot pants (Do weight loss Zaggora 'hotpants'
actually work to reduce fat?. 2013). But the company could not be stopped from achieving its
target as it has deep focus on its working and management. Marketing management was
improved to fight these threats. As it was itself an emerging enterprise they always had a threat
from the multinational giants that were already present in the market. There were chances of
unfair trade that companies could steal Zaggora's present customers by launching other products
in the same category or even try in taking over this budding business. But this organisation lived
the expectations of promoters and covered all the important legal procedures and patents with
validations. Great use of digital marketing and social media networking created advantages for
the company to acquire publicity in a shot span. They also launched themselves as an e-
commerce portal giving the customer a leverage of buying and exploring products just at home
(Wiedmann and et. al., 2011).
From the past profile of the company it is clearly visible that the main focus and centre of
attraction for the customer was Hot pants developed by Zaggora. These pants had ability of
burning fat till certain extent. Hence, the company should gather better information and
technology for developing new products. Technological focus will retain them on their path of
objective or direct them towards their mission. For developing any new product every
organisation has to focus on some basic concepts of marketing management. This enhances the
stability of the product in the market as marketing itself covers all the important aspects when
thought about a product (Peñaloza, Toulouse and Visconti, 2013).
As the company has its own build of contacts and public relations, it becomes quite easy for the
sales and marketing people to platform the product (Muzellec, Lynn and Lambkin, 2012). Big
brands are often sponsors of many public issues and events. The collaboration of Zaggora with

Gravis creates a different perception for the audience. They consider the company to be humane
at its core and to be sensitive towards the atrocities that women have faced over centuries.
Concept and idea are an important point in developing a new product (Mullins, Walker, and
Boyd Jr, 2012). Product management helps in defining all the corners of the product and giving
the company a practical overview of its idea.
Product management includes planning, forecasting, production and marketing (Best, 2012).
From the development of an idea to its execution into a fully developed product is to be planned
strategically. Complete product life cycle is affected if even one area of focus is ignored. Hence,
it is essential to manage the complete programme. It helps in bridging gap between teams of
different skills and experience as views and ideas have to be mixed and matched according to the
company's requirements. Product management also helps in analysing the markets and defines
clarity in the features and functions of the product. Complete product is developed only when it
undergoes sufficient quality tests. This ensure the product's durability on different climatic
conditions as well as different body shapes (Morgan, 2012).
Packaging must be convenient, unique as well as innovative. Uniqueness of the product is
enhanced by its packaging. All the stages of packaging must be in accordance of the health and
safety standards and the environmental concerns. Global warming has been a major concern for
years in this century (Meffert, 2013). Hence, more focus is given to those products that are not
harmful for the environment or their use does not cause any sort of radiation and disturbances. It
is the prime duties of the companies and organisations to develop such products that do not cause
such consequences. Biodegradable or recycled packaging material always adds an advantage to
the product. Marketing becomes much easier with products of such qualities. Label is also an
important part of the packaging. Label defines the guidelines that are used for manufacturing the
product as well as give customers the information regarding the company. If labels are missed
the company won't be able to gather popularity by its name (McDONALD, 2016). No name
spread means no branding. Hence, marketing managers must look after good and catchy labels
that attract women and their taste.

Branding is merchandising a product. If a product is launched in the market but fails to achieve
its objective or mission. The main reason behind this failure could be promotion or branding or
merchandising. Company can become sponsor to certain social events that gathers huge number
of audiences. Through these events they can promote their product to huge number of potential
customers (Klimchuk and Krasovec, 2013.). Gifts, launch offers and promotional coupons can be
given to customers that purchase the product at initial stages of launch. Branding also includes
recreational activities that can be conducted at fairs, exhibitions and conferences through the use
of new products. Absolute control over brand is impossible because of external factors.
Intelligent use of design with marketing and advertising helps to generate special associations
with the consumers. If the company is not holding a brand position, then it becomes difficult for
the company to survive competition. But brands have their own advantage (Homburg, Kuester
and Krohmer, 2013). If due to any disaster the company loses its control over the market and
faces severe consequences, chances of recovery are great because of the brand reputation.
Complete reliance of the company on the marketing strategies is not acceptable. Marketing will
only be effective if the product developed is good enough to fight the competition. Marketing
only enhances the qualities of the product and creates a base for future expansions. Marketing
management is an art that must be looked for in the marketing managers at the time of
recruitment in the company (Hollensen, 2015). Zaggora turned out to be a big brand just because
of the strategic marketing planning and management. It never lost focus from its objectives and
concentrated on giving best marketing. Effective marketing management adds up the company
reputation and also ensures healthy competition with higher sales. Successful marketing
strategies ensures steady growth of the company. Presence of competition also enhances the
needs of marketing management in the company. As the competition will increase people will
tend to move ahead of each other and brain storm ideas for generating better cost effective
products (Foxall, 2014).
CONCLUSION

Essential elements of marketing include branding, product design as well as packaging. The
techniques used in managing all these activities together constitute marketing management.
These have been presented in the report with Zaggora as the reference base. Although it was
understood that the company had acquired great reputation and decent market share within a
short span of five years but it still needs to maintain its reputation by effective marketing
management. Recommendations were produced for development of new products based on three
basic concepts revolving around the product that is product management, branding and
packaging. Any product is incomplete without these three aspects. This report also realises that
needs that every company faces while planning any new product or at the time of developing a
platform for its product with continual reference to Zaggora. With the knowledge of essential
elements that is branding, planning, product management and packaging the company can
effectively manage its marketing.

REFERENCES
Books and Journals
- Aaker, D. A. and Joachimsthaler, E., 2012. Brand leadership. Simon and Schuster.
- Best, R., 2012. Market-based management. Pearson Higher Ed.
- Foxall, G., 2014. Strategic Marketing Management (RLE Marketing) (3). Routledge.
- Hollensen, S., 2015. Marketing management: A relationship approach. Pearson
Education.
- Homburg, C., Kuester, S. and Krohmer, H., 2013. Marketing management. Wiesbaden:
Gabler.
- Klimchuk, M. R. and Krasovec, S. A., 2013. Packaging design: Successful product
branding from concept to shelf. John Wiley & Sons.
- McDonald, M., 2016. 5 Strategic marketing planning. The marketing book. p.86.
- Meffert, H., 2013. Marketing-Management: Analyse—Strategie—Implementierung.
Springer-Verlag.
- Morgan, N. A., 2012. Marketing and business performance. Journal of the Academy of
Marketing Science. 40(1). pp.102-119.
- Mullins, J., Walker, O. C. and Boyd Jr, H. W., 2012. Marketing management: A strategic
decision-making approach. McGraw-Hill Higher Education.
- Muzellec, L., Lynn, T. and Lambkin, M., 2012. Branding in fictional and virtual
environments: Introducing a new conceptual domain and research agenda. European
Journal of Marketing. 46(6). pp.811-826.
- Peñaloza, L., Toulouse, N. and Visconti, L. M. eds., 2013. Marketing management: A
cultural perspective. Routledge.
- Wiedmann, K. P. and et. al., 2011. The importance of brand heritage as a key
performance driver in marketing management. Journal of Brand Management. 19(3).
pp.182-194.
- Wilson, R. M. and Gilligan, C., 2012. Strategic marketing management. Routledge.
Online
- Our story. 2016. [Online]. Available Through: <https://zaggora.com/pages/about-
zaggora>. [Accessed on 5th December,2016].
- The power of branding. 2016. [Online]. Available Through:
<http://www.designcouncil.org.uk/news-opinion/power-branding>. [Accessed on 5th
December,2016].
- Do weight loss Zaggora 'hotpants' actually work to reduce fat?. 2013. [Online].
Available Through: <http://www.telegraph.co.uk/women/womens-life/9818212/Do-
weight-loss-Zaggora-hotpants-actually-work-to-reduce-fat.html>. [Accessed on 26th
April,2017].
Summary of original feedback:

My reflexives’
The original work has been resubmitted by me with relevance to the requirements that
were asked by the tutor. I have figured that there were some issues which were generated from
the original submission. Despite of correct usage of facts and figures in the report, I was not able
to meet the pass criteria because of certain drawbacks. These include incorrect usage of formal
language in the introduction part. The tutor found it quite inappropriate when considering a
management report. I have taken the comment positively and the necessary additions and
removals have been performed. Furthermore, I have witnessed in this report that there was lack
of information over branding as concept. This implies that there is a requirement of some more
conceptual information with relation to branding in this report.
I have gone through the concept of branding when applied in a business organisation.
Relative information has been collected by me and produced in this report so that tutor
comments can be followed. In this report, I have been able to understand the issues which are
related with branding, packaging and marketing management of products that are usually
handled by marketing managers of a company. These conceptual understanding regarding the
subject has been attained through this report. In the achieved feedback I have provided
appropriate reference where it was marked by the tutor. Furthermore, I have in-texted the
provided reference for authenticating the information that is mentioned in the report.
The revisions that are produced in this report include addition of certain information
which is according to the tutor requirements. I have addressed all the comments and highlighted
them in pink. Despite of certain complications during the processing of work, I have been able to
produce a report which is quite satisfactory in all terms. These complications include the
pressure of deadlines and high amount of requirement of a quality work. Utmost care has been
taken with regards to production and collection of information. There is no probability of
plagiarism or collusion. The feedback which has been acquired in this assessment has been used
for enhancing the quality and maintaining the flow of processes so that more marks and better
grades can be acquired. Through this entire report formation journey, I am able to gain