Zara Marketing: Developing a Promotional Campaign for Brand Growth

This presentation provides an overview of a promotional marketing campaign designed for the Zara brand, a leading fashion retailer. It begins by outlining Zara's brand vision through the lens of the 4Ps (Product, Price, Place, Promotion), highlighting its diverse product line, price discrimination strategy, global presence, and promotional techniques. The core of the campaign revolves around digital promotion, leveraging social media to raise awareness about new and existing clothing lines. The presentation details the target audience, segmented demographically (age) and behaviorally (fashion interest), and explains how the digital campaign connects with this audience. It concludes by reflecting on the learning experience and emphasizing the importance of understanding the target audience for successful brand expansion. References to relevant academic sources are included.