Zara Food Services: Brand Extension Report - MG412 Marketing

This report provides an executive summary and detailed analysis of Zara's brand extension strategy, focusing on the introduction of Zara Food Services. The report begins with an introduction to branding and brand extension, specifically in the context of Zara. The methodology section outlines the use of secondary research, including internet sources, books, and journals, supported by PESTLE analysis, Tauber's Brand Extension Options, and competitor analysis. Key findings cover Zara's existing brand value, including its physique, personality, culture, relationship with customers, reflection of lifestyle, and self-image. The report then describes the target market segmentation, targeting, and positioning strategies. Ansoff Grid is used to analyze market penetration, product development, market development, and diversification. The PESTLE analysis examines political, economic, social, technological, legal, and environmental factors. The new product development strategy is explained, including packaging, pricing, and the application of Tauber's Brand Extension options. A competitive analysis compares Zara with Marks and Spencer, particularly in food services. The report concludes that brand extension is a vital tool for business growth, summarizing the methodologies and findings, and referencing various marketing models and analyses. The report is a solution to the MG412 Principles of Marketing assignment.