Marketing Report: Zara's UK Launch of Formal Shirts, Market Analysis

This report examines the marketing strategies employed by Zara for the launch of formal shirts in the UK market. It begins with an introduction to marketing principles and activities, emphasizing the importance of market research and segmentation in understanding customer needs and preferences. The report then delves into Zara's market segmentation strategies, focusing on demographic factors such as age, gender, and income, and how these segments are targeted. The marketing mix, including product, price, place, and promotion, is analyzed in the context of Zara's business model. Furthermore, the report explores market research methods, including primary and secondary sources, and discusses the application of market analysis tools and techniques, such as social media and surveys. E-marketing strategies, including the use of email, blogs, and social media, are examined, along with how Zara manages its online brand image. The report concludes with an interpretation of market research findings and provides recommendations for the marketing team, highlighting the importance of adapting strategies to meet the evolving needs of the target market. The report emphasizes the dynamic nature of the market and the need for continuous research and adaptation to stay competitive.

Marketing Principles

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Marketing and activities which is performed by marketing department...............................1
1.2 Market segmentation as a tool to determine customers........................................................1
1.3 Marketing mix.......................................................................................................................2
TASK 2............................................................................................................................................3
2.1 Aim of research and market analysis....................................................................................3
2.2 Market research methods......................................................................................................3
2.3 Market analysis tools and techniques....................................................................................4
TASK 3............................................................................................................................................4
4.1 Method used to e-market products and services...................................................................4
4.2 How company manage their online image............................................................................5
TASK 4............................................................................................................................................5
3.1 Market analysis techniques to research target market...........................................................5
3.2 Interpret finding of market research and market analysis.....................................................6
3.3 Finding to marketing team....................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is an activity which is done by each and every kind of organisation. This will
aid to improve profits as well as goodwill of an enterprise (Ang, 2014). There are many tools and
techniques will be used by firm for this, such as advertisement, social sites and so on. Present
assignment is based on Zara which is clothing brand, set up in UK. They are going to launch
formal shirts for men. In this assignment, there is description of many activities which is
performed by marketing department. They conduct market research to know about the needs and
wants of people. Internet marketing aids to enhance brand image of organisation.
TASK 1
1.1 Marketing and activities which is performed by marketing department
Marketing is fundamental for each and every kind of organisation. This will aid to
promote goods and services so that they will easily capture attention of numerous people towards
them. It will assist to take benefits from competitors at marketplace; as a result, profits and
market share of an enterprise will get improved (Bowie and et. al., 2016).
Therefore, many kinds of activities need to be done by marketing unit of Zara. It is must
for them to conduct market research because it aids them to know about needs and wants of
people, so that they will fulfil it within limited period of time. There are several kinds of tools as
well as methods which will be used by manager for marketing, such as social media, print media,
advertisement and many others. It will aid them in profit and goodwill improvisation.
Marketing is essential for each kind of company either they are profitable or NPO
because both needs to maintain public relation so that they will invite individuals to buy some
products and services from them.
1.2 Market segmentation as a tool to determine customers
It is must for company to divide market as per taste and preferences of customers. This
will help to fulfil their needs and wants in an effective manner. In context of Zara, they are
operating their business in many countries. They distribute marketplace on the basis of age,
gender, income, occupation, region and so on. Basically, they are targeting the group who covers
under 18 to 30 age group. Along with, they are providing products and services to people as per
recent trend (Dibb, 2014).
By segmenting market they will easily identify clients for their business. They will
conduct market research on this basis so that they will be able to fulfil needs and each person.
1

Zara is modifying their items as per choice of clients which assist them to capture attention of
many people. Through this, they will easily improve market share and in addition take benefits
from rivals at competitive place. Segmentation which is done by association is known as
Demographical.
1.3 Marketing mix
Marketing mix is a tool used to analyse marketing status of a company with the help of
4P's. These 4P's are product, price, place and promotion (French and Russell-Bennett, 2015).
Following is analysis of marketing mix of Zara: Product: Leading fashion brand that provide clothing for men, women and children. It
holds wide range of product line. Company aim at sustainability, therefore focus its
production upon ecological fabrics that not only deliver unique products but are also
renewable in nature. Price:Zara has implemented low pricing strategy in their business. Company deliver high
fashion clothes in reasonable price. It also provide seasonal discounts that customer
highly awaits (Huang and Rundle-Thiele, 2015). Place: Zara has stores in 88 countries and aims at delivering same shopping experience to
its customer irrespective of location. It also uses online platform for sales.
 Promotion:Zara practices word on mouth promotion rather than any other marketing
tool. It focuses on social media than holding marketing campaign.
2

(Source: Marketing mix, 2018)
TASK 2
2.1 Aim of research and market analysis
Market research is considered as a systematic collection, records as well as examine data
about issues which are associated with marketing of items and services. Basically, it is done to
know about needs and wants of people and price which they are willing to pay.
Hence, aim of this research is to launch formal shirts for men in United Kingdom. Along
with, to know about requirements persons and the value which they will pay for any item and
services. This will help an organisation to improve their profits and market share. Both, market
segmentation as well as research is linked with each other, because if manager know about their
target market then they will conduct investigation effectively (Koku and Jusoh, 2015). Therefore,
they will be able to modify their items and services appropriately. Organisation has to analyse
macro and micro elements because they will provide impact to operational activities. For market
evaluation, two kind of tools will be used by superior, i.e. primary and secondary. Initially, firm
will utilize secondary kind of resource because it consumes less time and cost.
2.2 Market research methods
There are many kinds of market research methods which can be used by an enterprise and
these are stated as beneath:
3
Illustration 1: Marketing mix

Primary resource: With aid of this, manager of firm will get recent data and this is the
reason behind its effectiveness. There are some techniques which will include into this, such as
interviews, questionnaire and many others. Rather than, a feedback card will be formulated by
superiors and this will be give to buyers after purchase. Therefore, employer will improve their
goods and services adequately (Krisjanous, 2014).
Secondary source: There are many kinds of tools which will comprise into this, like
internet, magazine, research paper and many others. It is less effective because data and
information which is collected is not associated with current time span. Zara is using this source
because there market image is already effective because it is not required for them to spend huge
amount on research.
2.3 Market analysis tools and techniques
To make sound business decisions it is important to analyse market first. Two tools for
market analysis are given below: Social media:It is very effective tool and result in maximum respondents for analysis.
Also, time effective in nature. Research:It is conducted using surveys, meetings and result in consistent feedbacks from
customer.
For my research I will use social media because my target respondents are people from
age group between from 18 to 30. Everyone is available on online platforms for 24*7 which
means number of respondents will be high and analysis will be effective (Kubacki and et. al.,
2015).
Market research is about analysing competitors. We can take quick survey in our
marketing analysis by asking two or three questions for understanding status of our competitors.
Following are the questions that can be used:
 Do you prefer any other brand than Zara?
 Are our products more costly than your preferred brand?
 What parameters you want to improve in our product?
TASK 3
4.1 Method used to e-market products and services
Electronic marketing is defined as concept in which internet is used to advertise and
promote informations about company's products and services. This is effective tool as superior is
4

able to increase their customer base and reach wide geographical area. E-mail, blog, viral and
interactive marketing are various tools of this method.
Integrated marketing communication is refers to various devices such as advertising,
online marketing, public relations and so on that are used by superior to promote information
about products and services. Electronic marketing is component of integrated marketing
communication which companies uses to promote information about offerings to public. As in
case of Zara, administration uses these tools to launch formal shirts for men and their target
customers are of age between 18 to 30 years (Lumpkins and et. al., 2016).
This method is beneficial, as through this firm is able to expand business globally and
less amount is being invested. It is a 24-hour service through which superior are able to advertise
information about their products to large number of people. But, this tool also consists some
negative points as there is no security and information presented on sites may be wrong.
4.2 How company manage their online image
Brand image of company is much effective as well as efficient at marketplace. This will
help them to gain trust and loyalty of individuals. As Zara is providing their products and
services online also; thus, it is must for them to provide qualitative items to people. This will
help them into long term survival at market. It is must for them to manage their image online
also. For this, they will utilize many kinds of tools and techniques, such as advertisement, public
relation, direct marketing, sales promotion and many others. These all will assist them to capture
attention of numerous people towards them. Along with, some sorts of social networking sites
will be used by an enterprise, such as Instagram, Facebook, LinkedIn, Twitter and so on. In
modern time, people are using it in wide range. As, Zara is targeting 18- 30 age group of
persons; therefore, this methodology is considered as most effective and adequate (Moriarty and
et. al., 2014).
TASK 4
3.1 Market analysis techniques to research target market
As it has been analysed that market is dynamic in nature and faces so many changes in
tools, techniques, technologies, policies and so on. Before manufacturing trendy clothes of latest
fashion it is mandatory for Zara locate their targets and this can be done through researches.
Qualitative and quantitative are two type of theories which can be used by researcher.
5

After this, information which has been gathered by investigation can help in
manufacturing products as per requirements of consumers (Resnick and et. al., 2016). Then
promotional activities a part of marketing takes place and in modern scenario mostly firms are
utilising online marketing when it comes to promote their products and services. Some of e-
marketing methods are as follows:
E-mail marketing One of oldest method of this type of marketing which do
not cost much to organisations.
Search engine optimization (SEO) It is eye catching in nature. Websites are being made with
the aim of grabbing attention of clients for a long period
of time.
Paid advertising Under this, organisations pays for doing promotions of
their products and services.
Social media channels Facebook, Instagram, YouTube are some social channel
that can help firm in promoting their goods in front of
ample number of population.
3.2 Interpret finding of market research and market analysis
As per market research, it was seen that e-marketing is an efficient tool. It is component
of integrated marketing communication; through which superior communicate adequate
information about products and services to people. It is necessary that market survey is
conducted through which customer's requirement and competitors offering are acknowledged.
Thereby, administration require to design and make changes in products accordingly. In Zara, e-
mail, blog, interactive marketing are tools which are used to promote items. Company uses this
element to launch formal shirts for men and their target customers are of 18-30 years age. As
through traditional marketing, company was not able to reach wide area and expand business
operations globally. So, through online marketing, companies is able to deliver adequate
information about product features; as well take feedback from people about their offerings.
6

Thus, this is best tool through which firm is able to enhance sales and profit by increasing their
customer base.
3.3 Finding to marketing team
This is whole research is conducted for finding future sale of formal shirts that is
specially designed for 18 to 30 years of age youth. According to research it is found that in
United Kingdom people use to start working in corporate houses where they have to weal formal
clothes. As it is essential to wear formal clothes but youth want some varieties so in order to
fulfil this purpose Zara designed a specific kind of shirts which is having a huge demand in
future and there is a large population who are ready to buy these shirts. As well as there is a party
culture in country and people use to wear formal clothes as their ethnic apparels. So because of
these reasons, company is in mood of stitching those kind of shirts for young people and as per
findings it is clear that there is a huge demand and more than half person out of overall demand
have purchasing power. As a result, this upcoming product is gonna have positive response from
individuals.
CONCLUSION
From above assignment it has been comprehended that an effective marketing helps an
affiliation to accomplish requirements as well as demands of people in an effective manner.
Marketing mix and activities of marketing is discussed in this report. Manager will organise
research to know about demands of people in an appropriate manner. It is must to provide
qualitative items and services to customers as it improves brand image of firm at marketplace.
With assistance of social media, an association will get feedback from their buyers and this will
cater growth and success to affiliation.
7

REFERENCES
Books and Journals:
Ang, L., 2014. Principles of integrated marketing communications. Cambridge University Press.
Bowie, D. and et. al., 2016. Hospitality marketing. Taylor & Francis.
Dibb, S., 2014. Up, up and away: social marketing breaks free. Journal of Marketing
Management. 30(11-12). pp.1159-1185.
French, J. and Russell-Bennett, R., 2015. A hierarchical model of social marketing. Journal of
Social Marketing. 5(2). pp.139-159.
Huang, Y. T. and Rundle-Thiele, S., 2015. A holistic management tool for measuring internal
marketing activities. Journal of Services Marketing. 29(6/7). pp.571-584.
Koku, P. S. and Jusoh, O., 2015. Where do we go from here? A research agenda for Islamic
marketing borrowing from social marketing. International Journal of Islamic Marketing
and Branding.1(1). pp.5-15.
Krisjanous, J., 2014. Examining the historical roots of social marketing through the lights in
darkest England campaign. Journal of Macromarketing. 34(4). pp.435-451.
Kubacki, K. and et. al., 2015. Minimizing alcohol harm: A systematic social marketing review
(2000–2014). Journal of Business Research. 68(10). pp.2214-2222.
Lumpkins, C. Y. and et. al., 2016. Marketing a healthy mind, body, and soul: An analysis of how
African American men view the church as a social marketer and health promoter of
colorectal cancer risk and prevention. Health Education & Behavior. 43(4). pp.452-460.
Moriarty, S. and et. al., 2014. Advertising: Principles and practice. Pearson Australia.
Resnick, S. M. and et. al., 2016. Marketing in SMEs: a “4Ps” self-branding model. International
Journal of Entrepreneurial Behavior & Research. 22(1). pp.155-174.
Online:
Marketing mix. 2018. [Online]. Available through: <https://www.marketing91.com/marketing-
mix-affects-pricing-decisions/>.
8