Zara's Marketing Communication: Current Practices and Changing Nature

This report provides a comprehensive analysis of Zara's marketing communication strategies. It begins with an introduction and executive summary, followed by an examination of Zara's current marketing communication practices, including advertising, personal selling, public relations, discounts and promotions, positioning, and segmentation strategies. The report then delves into the changing nature of marketing communications, particularly within the dynamic fashion industry, highlighting the evolution of promotional efforts, the importance of relationships, and the increasing role of digital marketing. The analysis utilizes books, journals, and online sources to elucidate Zara's approach, emphasizing its focus on trendsetting, affordable fashion, and effective supply chain management. The report concludes by underscoring the importance of adapting to the changing marketing landscape to maintain a competitive edge.

Contemporary
Marketing
Communications

TABLE OF CONTENTS
DATA SOURCES...........................................................................................................................1
INTRODUCTION...........................................................................................................................1
EXECUTIVE SUMMARY.............................................................................................................1
CURRENT PRACTICES IN MARKETING COMMUNICATION OF THE ORGANIZATION 2
CHANGING NATURE OF MARKETING COMMUNICATIONS..............................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

DATA SOURCES
In the following analysis undertaken to elucidate the current practices and changing
nature of marketing communication mix used by the organization, Books, journal and online
sources are used.
INTRODUCTION
Increasing volatility and advancement is making competition very fierce for the business
organization. To make prominent position in the market place, companies come with intense
market research, effectual strategies and quality products as well as services. Success of
organization depends upon the way in which it consolidates with customers and suppliers as well
as it showcases its offerings. In the recent times, marketing has become core element of
company’s strategy building. Various methods are adopted to reach the larger stream of
customers and people. It is the way in which companies communicate to the market. The present
report is prepared to elucidate the changing nature of marketing communication through
inspecting the tools and methods that are adopted by company (Chen and Xie, 2008). For that
purpose, clothing and fashion accessories retailer, Zara is taken into account. This report throws
light on the communication objectives and branding strategies of Zara.
EXECUTIVE SUMMARY
Zara is a Spain's favorite fashion brand founded by Amancio ortaga and Rosalia Mera in
1975 having more than 2000 stores all over the Europe, America, Middle East, Asia pacific. It
has also strong customer base in other regions of the world. It is a flagship store that is Inditex,
the world's largest apparel retailer. Recognized as the most innovative and devastating retailer of
the world, Zara is all about trend, design and fabric. Zara's vision and clear focus have made its
prominent position in the fashion industry (Holm, 2006). The optimum level of supply chain
management, designing, manufacturing and distribution of products along with introducing
influencing trends on frequent basis are the USP of this renowned “fashion initiator”. Fashion
has been become the most dynamic industry with the fast pace changes in trends and choices.
Zara's sustainable competitive differentiation and positioning of products are the USP of
company. It provides trendy clothing for men, women and children with a wide range of choices.
It follows the integrated approach by combining innovative fashion ideas with the latest
technology and efficient business strategies to provide trendy clothing at affordable prices. This
tweak consumer's demand into different range of color and designs (Mangold and Faulds, 2009).
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CURRENT PRACTICES IN MARKETING COMMUNICATION OF THE
ORGANIZATION
Fashion is very dynamic and volatile market. To sustain and retain prestigious position in
the market, Zara comes with the effectual strategies which enable it to bring uniqueness in its
operations and processes. One of the important components of its strategy is the marketing
communication techniques that are used by company. It is a method deployed by management to
maintain communication in the market. In contrast, by considering the strategy adopted by
competitors, Zara adopts the preciseness in the marketing strategies. To consolidate the larger
stream of customers and people with the organization, company communicates their message
and showcases their offerings prominently by using six different ways. These are as follows: Advertising: This is the non-personalized method of promoting ideas, values and
offerings of the company. Companies spend significant amount on these methods to
reach larger number of people. Recognized as the fashion initiator, it always brings
something new in the market (Reid, Luxton and Mavondo, 2005). To make aware about
its latest consignment and products to its regular customers and consolidate new persons
with the company in a distinguished manner, Zara advertises in its print publication and
fashion websites. It is done through various means such as distributing pamphlets in
regular newspapers and magazines. It makes people aware about the existing and newly
opened stores and their range of products. Personal selling: Zara is the large family with many suppliers and customers around the
Globe. For the effectual marketing, Zara adopts the methods of direct selling
campaigning and personal selling. These marketing elements help company to make a
better position in the fashion industry (Gurau, 2008). By realizing the importance of
personal integration with the clients, Zara is providing its products at its self-owned
stores with the help of trained and knowledgeable sales persons. Apart from this, there is
a team that is focused on maintaining relational constructs with the customers and
suppliers. Personal selling helps company in seeking customer’s opinion and choices and
consequently the designer' comes with wide range of colors and fabrics. To persuade
existing and emerging customers, this marketing element plays a significant role. Zara
keeps in touch with their customers and suppliers via direct marketing channels such as
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sending invitation mails, phone calls, presentation in corporate. These methods are used
to attract visitors at stores and events organized by the company. Public relations: The other important component of marketing is related to maintain
larger and prosperous relational constructs with people (Potluri, 2008). Zara adopts
integrated approach model in which it vertically integrates with organizations by
providing related or similar products with the availability of best quality and optimum
level of services. An organization working within fashion industry, enhances its relations
through launching its products at events and sponsoring. Brand loyalty is created by the
unique combination of management, design and strategy. One of the important
components of Strategy formulation is related to maintain personal relationship for the
enhancement of customer base and marketing of company's products. Discounts and promotions: One of the most effectual methods to attract customers and
increase the quantum of visitors is to offer attractive price offs and discounts. Treating
their customers in a better way and providing innovative products to them with the latest
trend and quality fabrics is the vision of Zara (McCartney, Butler and Bennett, 2008). For
that purpose, company makes their customers feel special and gives them reason to
consider themselves more valuable. Promotional discounts at the newly opened stores are
the key component of strategy. At different festivals and occasions, price offs are offered
by company. Schemes like special prizes and lucky draws offered at stores are launched
to promote products of any event conducted by the sponsors of Zara. Apart from this,
many sponsors are associated with the company such as breast cancer hospitals, it offers
different range of discount such as on monthly check ups or for the patients undergoing
their treatments. Positioning: Zara fashion house has been recognized as the pioneer of democratizing
fashion in continental Europe and other areas of its operation (Keller, 2009). It aims to
provide high fashion products to its customers at very affordable price. The basic move
of company is to consolidate persons from different regions with high intensity of people
that have great fashion sense and taste and always willing to seek innovative and trendy
attires. Zara has opened its stores to reach maximum number of people and fulfill the
needs of customers as these are identified by intense market research. Consequently, it
has opened its stores and outlets that provide outstanding to customers experiences at the
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high profile locations. It enables them to get high fashion products at affordable prices in
the most accessible manner.
 Segmentation strategy: Fashion has no rules, it inculcates the people with range of
choices and preferences with different color, fabric, designs, trends and style. Satiating
the needs of customers is a crucial task of any company. For that purpose, it adopts
segmentation strategy in production and marketing as well (Kitchen and Burgmann,
2010). Through this, target customers are fragmented into different sections and
accordingly marketing is done to reach them. In case of Zara, products are placed at the
stores and outlets pof company at different locations. To make their customers aware
about the existing and coming stock that are related to different styles and trends, these
marketing campaigns considerably contribute in it (Smith and Taylor, 2004).
CHANGING NATURE OF MARKETING COMMUNICATIONS
Fashion industry has been become one of the most dynamic and volatile sectors due to
fast pace changing scenario and fluctuations in demand and supply. To make and sustain
prominent position in the market, companies that are operating in it are required to match the
pace of emerging competition and also bring the innovative and effectual means to consolidate
larger number of customers with it. Europe has been considered as the pioneer of fashion trend
which is followed by rest of the world and customers here are heavily influenced by the
innovative products with the combination of designs and fabrics. Zara, the popular fashion house
satiates the needs of customers and changing demands for providing them products with a wide
range of tastes and quality. Along with this, it follows innovative and effectual ways to attract
customers and increase footfall of visitors. Marketing communication strategy adopted by other
companies is also proved its changing nature. With emerging trend, ways of marketing
communication have also been evolved a lot (Andreasen and Kotler, 2008). In earlier, marketing
was confined to the conventional approaches but in recent times, its horizon is widened to a large
extent. Various methods are adopted by other companies and cited organization to reach large
number of people. Further, changing nature of branding strategies that are used by companies is
helping significantly in fulfilling their goals of reaching target markets. Through various means
and communication objectives, companies become successful in gathering larger number of
customers. In contrast, as compare to strategies adopted by its competitors, Zara invests
significantly less amount on the advertisement and promotion. By enhancing the level of its
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promotional activities and adopting different ways of showcasing their offerings, Zara can
accommodate large number of customers. Including it as the important component of the
marketing strategy in a planned and systematic manner, it can gain competitive advantage. Promotional efforts: This is the most effectual element of marketing to reach wide
stream of people and pull their visits to their stores. Various ways can be adopted to
process this strategy. It includes the process of showcasing the company's offerings on
the different grounds and attracting customers. Along with this, offering discounts on
occasions and festivals as well as the frequent and surprise price offs are the successful
method to pull people's visit to the stores (Balmer and Greyser, 2006). Further, there are
many daily supplements that are circulated around the globe on international, national
and local domains, focus on distributing coupons as per the target audiences that help to
increase awareness about products on the large platforms. Relations: Core element of marketing is enhancing relational constructs with the wide
range of people (Villarejo-Ramos and Sánchez-Franco, 2005). Maintaining healthy and
resourceful relations with existing customers, suppliers, leading organizations operating
in the city and other public organization, helps in increasing the integration domain of
company. In fashion industry, there are so many suppliers such as fabric providers,
creative designers, distributors and many more. Maintaining relations with all of them
leads to get fruitful results. It can be strengthen by attending trade fairs, seminars and
conferences. At such places, specialists and expertise from around different corners of
World are gathered. Increasing contacts with them helps to imbibe better innovative
techniques, improved ways of management and latest technology in processes. Further,
interaction with different suppliers and traders at such fairs and exhibition helps to
promote company's offerings and products (Winer, 2009).
 Digital marketing: With the advent of latest technology and increasing digitization, way
of integration and interactions are increasing with very fast pace. To attain larger
profitability and increase better relations with customers, companies are utilizing digital
means in a significant manner. One such effectual platform is social media and other
business oriented websites. Promoting products and offerings on social platform gives
benefits to companies in order to connect with customers. It can be utilized for interacting
with customers and clients, displaying products and designs etc. Through these platforms,
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company can connect and communicate with customers in a better way. Developing
pages on social media sites and posting information about the events as well as products
will help people to know about company in a better way and will bring lucrative results in
the growth of company (What is marketing communication mix. 2015).
CONCLUSION
From the above analysis of the marketing communication strategy and tactics used by
business organization, it has been articulated that it is a vital factor that plays a significant role in
availing lucrative benefits. Zara, is the popular fashion house which offers different range of
products with innovative designs and fabrics. To showcase their offerings, it adopts different
marketing strategies. Further, to increase the consolidation of customers and pull visits of people,
some innovative methods are recommended such as promotional efforts, increasing relational
constructs and digital marketing.
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REFERENCES
Books and Journal
Andreasen, A.R. and Kotler, P., 2008. Strategic marketing for nonprofit organizations (pp. 44-
53). Upper Saddle River, NJ: Pearson/Prentice Hall.
Balmer, J.M. and Greyser, S.A., 2006. Corporate marketing: Integrating corporate identity,
corporate branding, corporate communications, corporate image and corporate
reputation. European Journal of Marketing. 40(7/8). pp.730-741.
Chen, Y. and Xie, J., 2008. Online consumer review: Word-of-mouth as a new element of
marketing communication mix. Management Science. 54(3). pp.477-491.
Gurau, C., 2008. Integrated online marketing communication: implementation and
management. Journal of communication management. 12(2). pp.169-184.
Holm, O., 2006. Integrated marketing communication: from tactics to strategy. Corporate
Communications: An International Journal. 11(1). pp.23-33.
Keller, K.L., 2009. Building strong brands in a modern marketing communications
environment. Journal of marketing communication. 15(2-3). pp.139-155.
Kitchen, P.J. and Burgmann, I., 2010. Integrated marketing communication. John Wiley & Sons,
Ltd.
Mangold, W.G. and Faulds, D.J., 2009. Social media: The new hybrid element of the promotion
mix. Business horizons. 52(4). pp.357-365.
McCartney, G., Butler, R. and Bennett, M., 2008. A strategic use of the communication mix in
the destination image-formation process. Journal of Travel Research. 47(2). pp.183-196.
Potluri, R.M., 2008. Assessment of effectiveness of marketing communication mix elements in
Ethiopian service sector. African Journal of Business Management. 2(3). pp.059-064.
Reid, M., Luxton, S. and Mavondo, F., 2005. The relationship between integrated marketing
communication, market orientation, and brand orientation. Journal of advertising. 34(4).
pp.11-23.
Smith, P.R. and Taylor, J., 2004. Marketing communications: an integrated approach. Kogan
Page Publishers.
Villarejo-Ramos, A.F. and Sánchez-Franco, M.J., 2005. The impact of marketing communication
and price promotion on brand equity. The Journal of Brand Management. 12(6). pp.431-
444.
Winer, R.S., 2009. New communications approaches in marketing: issues and research
directions. Journal of Interactive Marketing. 23(2). pp.108-117.
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Online
What is marketing communication mix. 2015. [Online]. Available through:
<http://smallbusiness.chron.com/marketing-communication-mix-63541.html>. [Accessed
on 28th December 2015]
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