Zara: An Analysis of Advertising, Sales Promotion, and Merchandising

This report analyzes Zara's marketing strategies, focusing on advertising and sales promotion. The report examines how Zara utilizes print and electronic media, including newspapers, magazines, and websites, to promote its products. It also details the use of sales promotion techniques such as coupons and rebates to attract customers and build a customer database. Furthermore, the report explores Zara's merchandising strategies, particularly point-of-purchase displays. Finally, it discusses the company's public relations efforts, including press releases and sponsorships to enhance brand image and awareness. The report also mentions the role of blogs and local newspapers in promoting new store openings and managing the company's public image. The document provides a comprehensive overview of Zara's marketing mix, emphasizing its approach to advertising, sales promotion, and public relations.

Zara clothing sector
Advertising
The two types of advertising that are largely used by the organization are print and electronic
media. For example, Zara considers print media advertising n newspaper, magazines and store
signs. The second example is Zara uses Television media in terms of increase in awareness of
product features. The third example is advertising with the help of texts and blogs on websites.
Sales promotion
The three types of sales promotion that the organization utilizes are coupons, rebates, and
premiums. The company provides coupons to attract customers and there are hundreds of
coupons that are issued for customers for effective redemption. Rebates are used to offer price
discounts for customers on a yearly or half-yearly basis (Todoroca, 2015). This is the best form
of promotional strategy that attracts customers and builds a customer database. Sales promotion
is used by major MNCs to introduce the new arrivals and provide offers on the dead stock.
Merchandising
The company does not provide samples to the customers while the point of purchase is regularly
implemented in the form of merchandising. It helps to largely induce the purchase decision and
tends to focus on sales volume on an immediate basis. Point of purchase is also known as POP.
Public relations
Zara used public relations in the form of press releases, sponsorships and publicity. Sponsorship
is the major promotion to the product in which the fee is paid to have the name in different
things. At an event, the fashion apparels and clothing are initiatives that are taken for public
relations. A news story is highly promoted by the organization in the form of a blog or in the
local newspaper to highlight the product and cover a grand opening of the store with initiatives
of receiving product awareness to customers and control the negative image of the company.

References
Todoroca, G., (2015). Marketing communication mix. Trakia Journal of Sciences, 13(1), 368-
374.