Marketing Strategy: Zara's Branding and Market Positioning Analysis

This report provides an in-depth analysis of Zara's branding strategy and market positioning, examining various branding approaches such as corporate, personal, product, service, geographic, cultural, and retail branding. It explores Zara's positioning tools, emphasizing communication with customers and strategies for maintaining a competitive edge. The report also delves into Zara's marketing mix, analyzing the 7Ps (Product, Price, Place, Promotion, People, Process, and Physical Evidence) and offering specific recommendations for improving Zara's marketing strategy, including enhancing online presence, personalized marketing, and sustainable practices. The conclusion summarizes key findings and underscores the importance of adapting marketing strategies to maintain market relevance.

Marketing
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Analyse their branding strategy, providing an insight into how they are positioning
themselves in the market space. .................................................................................................3
Branding approaches and positioning of the ZARA ..............................................................6
Marketing Mix of ZARA............................................................................................................8
Provide recommendations on how your chosen organisation can improve its marketing
strategy......................................................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing management is describes as the procedure of monitoring, structuring and
controlling all the aspects in the business that relates to the marketing . The marketing relating
activities are setting goals for the company, making plans, organizing all the plans step by step
and taking all the decision for the firms that generates the maximum turnover for the business.
The objectives that marketing management includes is to attracting new customers and
satisfying the existing as well as new customers from the products and services of the business.
Marketing management is very important for the business as it make business capable of
standing in the market among the competitors(Bapat, 2020). It helps in developing strategies and
making improvement in the profits that business is earning in order to sustain in the market. The
report is being made in the context of ZARA company which is a clothing brand company based
in Spain . The aim of this report is to highlight the branding strategy and making position in the
market in the context of ZARA. Strategies for enhances the marketing methods includes
implementation of the 7Ps of marketing mix. It provides recommendations for the ZARA
company to make improvement in the marketing strategy and the fundamental tools of
marketing strategies.
TASK
Analyse their branding strategy, providing an insight into how they are positioning
themselves in the market space.
Branding strategy is describes as the long term plan made by the organisation in order to
achieve the long term goals of the business. It helps in making company identified and make
company's brand preferable. A successful branding strategies consists the brand's mission to
make public aware about the new products and services of the company by effectively
communicate to them. The branding strategy of ZARA is very strong as they have a positive
image in the market and customers are very much influenced by the product of ZARA. They are
following a complete process of branding as the managers of the company have build the
impressive and attractive logo and a tag-line for the company which plays a important role in
building a special image of the company in front of the customers (Cutugno, 2020). There are
various types of techniques and methods that can be used in the market for effectively influence
the customers. The management of the company is one of the essential and valuable aspect

which makes the strategies and implement it in effective ways , that result in attracting more and
more customers. The management of the ZARA invested huge investment in the organisation
which is very impactful in the context of the company (Ihejirika, Goulding and Calvert, 2021) .
They have generated multiple marketing strategies which are very helpful in providing effective
operating system. They are producing clothing range and beauty products under their own brand
name. The quality of their product is very high which creates supremacy among the customers.
It is very essential for the company to manage all the product effectively in the company. They
are following multiple branding strategies, some of them are discussed below:
 Corporate branding- This strategy is related to branding on the basis of creating positive
image on the minds of the consumer of the entire company rather than creating image of
the individual product of the company. It is one of the essential strategies of the
marketing on the basis of the branding measures of the company in the mindset of the
customer. This particular strategy of the company has mainly focusing on the behaviour
of the company and how they behave effectively in certain situation.
 Personal branding strategy- This strategy of branding is related to make the public
image of the brand and reflect separate image and reputation of the company in the
market. It is very essential for the management of the company that they effectively
generate the valuable growth for the organisation in the market. It is one of those
strategies of the organisation under which it make efforts in order to develop the image as
leader in the market. Under this strategy company creates the professional reputation at
the marketplace. The most effective advantage of the branding is that it provide help to
the organisation in order to manage all their resources in effective ways. It is one of
those strategy in the marketing which is used by multiple companies in respect to
improve their reputation and image and influence the number of customers in the
market.
 Product branding strategy- It is describes as the implementation of the branding strategy
with the principles of marketing in terms of specific product and services in the
company. It creates through symbol, name and design of the product in order to make
them identified for that product (Kovalchuk, Kobets and Zaburmekha, 2019). In the
context of the ZARA. They mainly focus in making positive image among the
customers by producing quality and updated product in the market. There are multiple

companies who are using this method of branding and become successful in achieving
marketing goals. They are generating profits by also product branding. They firstly
identified target clients , with conducting research among the target client group ,
development branding positioning, creating messaging strategy and by developing
website.
 Service branding strategy- Service strategy focuses on the creating image of people and
their skills in the market (Lahtinen, Dietrich and Rundle-Thiele, 2020). It does not
focuses on the individual person as they are focusing on enhancement of the entire team
that can offer to the customers. It consists all the activities of creating a brand in the
different sectors of the services. ZARA also provides different services to the customers.
They are holding a competitive advantage at the market place by offering similar quality
and designer brand styles with modest price. They are providing different services and by
making the services unique through adding and extra element in providing that services
helps them a lot in creating impact among the customers mindsets. Under this strategy
company provides the services in a way that no one in the market are able to provide that
services till the time.
 Geographic and cultural branding strategy- This branding strategy define as the
conducting branding for cities, states, regions and for the different countries. Whereas
cultural branding is focusing more on the cultural aspects of the particular region. This
branding strategy includes methods such as story telling method that only make connect
with the customer but also creates a better understanding of the purpose of the brand.
Through this branding company makes alignment with a specific group of people. ZARA
uses mix of demographic, geographic and cultural branding in order to serve growing
needs of the buyers. They are having limited stores across the country because of which
they uses selective targeting strategies to make sure that their product are available in the
market. ZARA has also focuses more in the cultural branding strategy as producing
product related to the cultural aspects of the particular region (Melander, 2019) . They are
making people aware about their product line and builds a connect with the people of the
particular region. They firstly identified the expectations of the people with the particular
region and then generate the product and in order to promote them , they uses different
kinds of advertisement and techniques.

 Retail branding strategy- It is the branding strategy that is based on the brand concept
and transfer it into the retail sector. It is used on the assets that are already exists in the
company through conducting promotion on social media and through referral campaign.
It is not only includes the branding but also the stores has to match the branding with the
performance of the business. In the retail branding organisation has to deliver both
tangible and intangible benefits, all at once. Retail branding carries the unique brand
logo, icon and symbol that helps in creating brand identity. Zara's retail branding strategy
is to achieve growth in the organisation through generating diversification in the range of
the product. They adapts the design, manufactures, distributes the retail clothes within
few weeks of introducing their new designing range to the public through different
shows (Mesak, Bari and Ellis, 2020). They changes make changes in the strategies in
every two months. They are creating their image through providing trendy and unique
cloths in the company. There are different types of factors that company have to measure
and making consideration of while creating retail branding strategy in the organisation. It
includes décor of the stores, lighting and making stores appealing to attract more and
more customers.
Branding approaches and positioning of the ZARA
Branding approaches is defines as the approaches that implement by the organisation in
order to achieve a series of long term goals. The different branding approaches includes
company name branding, individual branding, attitude branding, brand extension branding and
private level branding. There are different approaches that ZARA can follow in their branding
approaches, some are discussed as follows:
 The identity approach- This approach is used to connect brand of the company with the
corporate identity. ZARA should make effective strategies that makes connects with the
consumer and the company brands by expressing them their unique selling price and
with their affiliations with other organisations. They already holding strong identity
image among the youth as they are producing best quality and fashionable products that
attract customers.
 The community approach- It is very simple approach of branding that includes
showcasing brand loyalty, so that people in the brand community make emotional
connect with the brand and invest in the company in terms of buying company's product

and also make suggestion to their friends and family. ZARA already has the brand
community on the social media as well as offline. As community can help ZARA to
make customer driven decisions.
 The consumer based approach- It is defined as the making product that constantly
deliver satisfying and great customer experience by taking care of the time as well as the
budget of the customers. It helps in delivering value of their money and make them stick
with the business. ZARA is the luxury brand which offers great quality clothes and
beauty products, they are fulfilling value to the customer's needs and have the social
image.
Positioning is very important aspects in the marketing as it describes as the evaluation of the
target market. Brand positioning is the unique space that occupies the brain of the customers by
associating emotions, traits, feelings, and sentiments with the particular brand. Brand
positioning brings clarity around what company serves. It explains customers that why your
product suitable to them in a best way and justify your pricing strategy as well. A company can
make their position in the market as well as in the audience mind by highlighting the important
characteristics of the product, by implement the price based positioning, through quality and
prestige based positioning and by making themselves best among the competitors (Raharjo and
Digdowiseiso, 2022). There are large no. of promotional tools which is presented in the market,
which can be used by the management of ZARA such as personal selling, social media
marketing, generating effective advertising and many more. Some of the positioning tools which
ZARA can be used are discussed below:
 Communicating with customers- The management of the ZARA brand is one of the most
experienced management and develop number of strategies in the company. The
management of company creates marketing campaigns and then make them successful I
the market. In order to make position of the ZARA brand, they have to communicate
with the customers by ensuring efforts and practises in a way the promotes the
development of the trust of the customers in the company brands. All the strategies and
the practises of the ZARA should be placed in a way , that promotes transparent
communication among the customers and the company. The communication can also be
build by fulfilling different types of customer rights such as safety of the customers and
also considers the comfort of the buyers.

 Responsible marketing and advertising- In order to make the position in the market of
the company ZARA, company have to make different campaigns and advertise their
product effectively in the market. They are making improvement in the product and
services constantly for the better experience of the customers. In the positioning process
company have to put customers at the centre of every thing they do. Responsible
marketing is very much beneficial for making brand image as well as make company
stronger at the market place in order to generate profitable relationship with consumers.
Responsible marketing includes various tasks and duties of the company for the benefit
of the customers such as assurance better quality of the product, reduction of the waste
generation, maintaining quality standard, transparency in the product misuse and many
more.
 Television Advertisement: It is one of the important factor that is used to reach the large
base of consumers. It aims to promote the product and service in market. It is one of the
source through which people are aware with quality of product and buy goods
accordingly (Ziaei, Ketabi and Ghandehari, 2021). In context to ZARA, they incurs lot
of funds for advertising their product on television. It is used to spread the information
about clothing product to attract the potential consumers.
 Social media marketing : It is popular method of marketing nowadays. It is less
expensive than television advertising as it is promoted on various social media platform
such as Instagram, Facebook other online applications. It helps to connect with multiple
consumer located in various countries. It promotes better interaction with their clients and
inform them about current availability of product to ease the process of buying and
selling (Richelieu, 2018). It aware the consumer about the product and create brand
value in the market. The main reason for the success of ZARA is best use of marketing
strategy.
Marketing Mix of ZARA
 Marketing blend is a marketing tactics that are used to enhance the sell of product to
attain the goal of profit maximisation. It includes various factors that attract the potential
buyer to purchase their product. It includes:
 PRODUCT: it refers to creation and production of raw material into finished product by
using advanced technology to fulfil the expectation and need of consumers. It must be

developed according to market trends and preference of buyer. It may vary person to
person and organisation always aims to target such person who are interested to buy such
products. In context to ZARA, its clothing style always remain in trend due to which they
achieve higher success in the competitive market. There clothing products are appealing
and great source of their growth and expansion.
 PRICE: it is one of the significant factor that influence the consumer to come and buy
their products. The organisation are promoted their products by reducing their prices and
offering various schemes such as sale, discount , rebate on product etc. The prices of the
product must be reasonable so that purchaser can easily buy the product. ZARA is
decided their prices after considering various other factor such as cost of production,
labour cost, packaging cost, transportation cost etc. It must maximise revenue in order to
survive in competitive market. The ultimate objective of ZARA is affordability and
minimise production costs. It is one of essential factor that helps them to create brand
loyalty and gain competitive advantage in the market.
 PROMOTION: This marketing strategy is used to promote the goods and services to
successfully survive in international market. It is technique that aware and influence the
consumer about brand. In context to ZARA, they have unique marketing strategies and
use the most effective social media strategy in order to reduce cost of advertisement.
They target the youth to purchase their clothes in bulk (Saisud and Wongmontha, 2018) .
They believed in investing their funds in opening new stores instead of incurring such
money on advertising through expensive mode.
 PLACE: It refers to new location and geographical boundaries where they target the new
consumers to expand their business. In context to ZARA, they actively use online
channels of selling. They are partnered with multiple companies to reach the global
market to achieve higher growth. The online mode of supplying products saves the time
and money of ZARA.
 PEOPLE: This factor have greater contribution in the success of an organisation. Human
resource are the most important asset that put their efforts and commitment to attain the
common objective of organisation. In context to ZARA, they have highly skilled staff
that provide outstanding services, addresses the problems of their clients and aims to
satisfy them. The success of ZARA is depend on its employees as they are highly

motivated and professional. This company also provides various benefits to their
employees in order to encourage them towards organisational work.
 PROCESS: It refers to mode and technique used by the organisation to produce the
finished goods (Sengul, 2018). In context to ZARA, they are using varieties of
standardized clothes and fabrics to provide effective goods to their consumer in order to
maintain brand reliability and loyalty in global market.
 PHYSICAL EVIDENCE: The services offered by the ZARA is easily accessible and
demanded in the global market. The client can forecast and experience an administration.
The judgement can be made according to the facilities they are provided to their
consumers. The positive review from consumers ensure them to grow at large scale.
Provide recommendations on how your chosen organisation can improve its marketing
strategy.
Having effective marketing strategy in the company attract more customers as well as creates
brand image at the market place. Making constant improvement in the marketing strategies
allows companies to provide better product and services to the customers. By understanding the
needs and wants of the targeted audience company can change their marketing strategies.
Marketing strategies helps in different ways to build company image. There are mostly
technological change that needed to change in the marketing strategies. Some of the marketing
strategies are discussed below:
 Know your customers- There are companies that make bad decision on the marketing
aspects because they don't understand or have the right information about the audience
they are targeting. ZARA should understand what their customers needs and what are
their expectations from the brands in terms of quality, comfort and price. Through
knowing customers better company can implement different strategises in different
regions in accordance to the customers and their expectations.
 Keep Experimenting with the new marketing methods- Taking risks in the business
functioning is very much important as different approaches and experiments works vest
in approaching different customers. ZARA should build a team that constantly innovate
new ideas in order to apply it in the marketing function of the company. This methods

greatly work in finding and garbing golden opportunities that helps in generating more
revenue.
 Update technological tools and build connect to the customers- As the technological
changes are constant in the business and a business has to keep company updated in the
context of making company better form others as well as to sell the product and services
in the competitive market. Zara has to use current technology in attracting new
customers as well as for sustaining existing customers. Technological change update the
business in terms of technology and also makes the working of the company easier in
comparison to earlier.
 Remain accountable- A company needs to be effective and marketers have to take
credibility of what they are performing. A company needs to perform a lot of tasks and
duties to make influence to the customers and have to align and engage with the
customers and make changes in the business in accordance to them. ZARA has to build
trust among the customers and deliver effective goods and services. And in case some
problem occur in the functioning and marketing process, they should hold themselves
accountable.
 Analyse the competition- In order to perform best in the market there is a need to
analyse the competition as well. A company have to evaluate the competition well and
make their strategies in accordance to that . There are various types of methods that
helps in analysis of the competitors such as put different tools online that measures the
performance the competition. There are tools that monitors the performance of the
competition and after that company should implement different marketing strategies in
the business. ZARA is the clothing brand and there are multiple clothing brands in the
market that are giving tough competition to the company. They have to understand their
marketing strategies and what are the benefits and disadvantages of that strategies. By
considering these strategise they should make their strategy and provides some extra and
unique selling point in those strategies. This evaluation helps in generating effective
value to the product and helps in understanding better.

CONCLUSION
From this above report, it has been concluded that marketing is a core element to build direct
relation with audience in order to promote product in market. It influence the consumer to
purchase their product and helps to gain competitive advantage in the international market. The
marketing strategy and model are used to build brand loyalty in market. It helps to manage
resources to avoid its wastage. These strategies helps the company to grow their business at large
scale. It is the most effective tool that are important for the survival of company in the
competitive market. The advertising strategy is used to attract large base of consumers. These
tactics aims to expand and diversify the business at large scale. It helps to deal with the dynamic
and complex business environment that are changes due to various factors and affect the growth
of an organisation. In order to overcome such barrier, it is important for organisation to use most
effective effective marketing tool to establish brand value in the market.