Zara's Success: Analyzing the Marketing Mix of Product, Price, Place

This report examines Zara's marketing strategy, highlighting its success as a Spanish brand with a global presence in over 90 countries. The analysis focuses on the marketing mix elements of product, price, and place. Zara's product strategy centers on appealing to fashion enthusiasts with unique designs and new styles, overcoming seasonal challenges through agile manufacturing. The pricing strategy emphasizes reasonable prices to ensure customer satisfaction and loyalty, while also utilizing premium pricing for training and product development. Zara's place strategy involves vertical retailing, designing, manufacturing, and selling its products through both online channels and physical stores, ensuring widespread availability and customer convenience. The combination of these strategies has contributed to Zara's rapid growth and success in the fashion industry.

Name of the Brand/company
Zara is a well-known Spanish brand that has achieved business goals with marketing strategy.
The brand name is all over the world in more than 90 countries and is the fastest growing fashion
clothing in India, US, China, etc. Zara was established in 2010 with a continuous rise in the
fashion clothing sector.
New product or service
The product of the company deals with the fashion enthusiastic. The control of the product and
the unique selling features are creating highlights and strength of the company. New styles and
product appreciation is the common feature that the customers focus towards and rush to the
stores or online purchase. There are no such problems when it comes to seasonal variations as
the company has a big challenge towards designs and manufacturing process.
New price strategy
Zara provides products with a reasonable price that ensures customer satisfaction. The concept of
reasonable price has attracted consumers to purchase the product on a higher demand and
thereby brand loyal customers are created (Ya-Ling & Eldon, 2018). Premium price strategy is
even applied while working on training costs and optimizing development of the product.
New place description
The marketing mix consists of place as a major criteria. A product is featured in the market on
the basis of its availability (Yang, 2014). Zara is a vertical retailer that highly designs,
manufactures and sells the products. The expansion of the product is ongoing while Zara stores

tend to consider real strength for customers. Online shopping and retail outlets are the options
that are provided to customers for making purchase decisions.

References
Ya-Ling W & Eldon Y. Li, (2018) "Marketing mix, customer value, and customer loyalty in
social commerce: A stimulus-organism-response perspective", Internet Research, 28(1),
74-104,
Yang, C.C., Tang, X., Dai, Q., Yang, H. and Jiang, L. (2014), “Identifying implicit and explicit
relationships through user activities in social media”, International Journal of Electronic
Commerce, 18(2), 73-96.