Zara Marketing Plan: Strategies, Objectives, and Analysis

This report provides a detailed analysis of Zara's marketing plan. It begins with an introduction to marketing essentials and then delves into Zara's specific strategies. The report covers Zara's vision and mission statements, marketing objectives, and a PESTLE analysis to understand the external factors impacting the brand. It examines Zara's marketing mix, including product, place, price, and promotion strategies. The report also explores Zara's segmentation, targeting, and positioning. It concludes with a budget and implementation plan, along with recommendations for advertising and online selling to enhance brand recognition and long-term profitability. The report references relevant academic sources to support its analysis.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
 INTRODUCTION
 Marketing plan for Zara
 CONCLUSION
 REFERENCES

INTRODUCTION
 Marketing are the tool which useful in for the promotion of goods and services in the
market.
 It's a strategy which undertaken by businesses and companies to promote their products
for selling.
 Marketing Essentials are the terms which play the major role in the marketing process.
 Marketing team use these essentials and run their marketing plan to achieve their
decided goals.
 In this we will discuss the role of marketing in the Zara and how it interrelates with other
fictional units of an organization.
 Zara is a Spanish apparel retailer company which specialized in the Fast Fashion

Marketing plan for Zara
Executive summary
 Marketing plan is the operational strategy made by the company with the aim to
increase its overall sales.
 It includes the campaigns and tools that company will adapt to grab the potential
market for the long term profitability of the company.
 Below discussed is the overall strategic planning to market the product and services
rendered by the Zara as one of the premium fashion brand in the market.

CONT..
Zara Vision
The vision statement of the Zara is as “ To attain market leadership throughout provide the unique
quality, product mix, empowered employees and updated systems”
Zara Mission
 The mission statement of Zara is as “ To achieve consistent improved system of providing product and
services to customers through enhancing customer satisfaction through quality product and service.”
Marketing objectives Of Zara
 The objectives of marketing strategies for the Zara is:
 To increase the overall sales volume of the company by 30% in next year.
 To generate customer awareness about the newly designed products.

CONT..
PESTLE analysis of Zara
Zara as one of the premium fashion brands in the world. It is not easy to survive in this
dynamic business market. There are many outside factors which directly or indirectly impacts the
operational efficiency of the Zara. The impact of these external factors may be both positive or may
be negative on the company. The application of PESTLE analysis on the company is as under:
 Political Factors :- The company enjoys the benefit of working under European trade union. Its
pros are that Zara can send its product without any intervention and at low cost.
 Economic factors :- Low costing of labour is one of the advantages of being an Spanish brand
as Spain has large rate of unemployment and low cost labour is easily available there. Another
advantage to Zara is that it has relative low cost compared to other European brands.

CONT..
Marketing mix of Zara
Zara is the fast fashion brand includes the following marketing strategies:
 Product :- Zara makes market research and then brings the particular product in their market. It first
identifies the need and wants of the target audience and then fulfils it.
 Place :- Zara is spread over 7000 stores amongst the world, but Zara has to focus more on the
online extension of its sales.
 Price :- It's pricing strategy is to focus on to the affordable price for the fashion sensitive customers.
 Promotion :- Zara focused on the building its brand image with the help of the words of mouth. It
will promote itself with the retail stores among various regions of the world. Zara also has to
advertise itself with the help of electronic modes of media.

CONT..
Segmentation, Targeting and Positioning of Zara
 Segmentation of Zara :-It involves grouping various customers under one segment
that are of common need and responds to marketing action similarly. Zara will segment
its market on the Psycho graphic and behavioural segments i.e., and somewhat on the
basis of geographical boundaries due difference in culture.
 Targeting in Zara :- Here Zara will focus on overall market as its segment and will
follow undifferentiated targeting strategy. Along with it people who are fashion
conscious and ready to spend for it.

CONT..
 Budgeting: This marketing plan will be executed
approximately in 5000 pounds.
 Implementation :- The above mentioned marketing
plan is to be executed in the effective manner as
discussed above.
 Control :- The above marketing plan for the
company is to be reviewed from time to time and if
any deviations arrived needful action would be taken
for consideration.

CONLUSION
 It is concluded from the above study that Zara as one of the emerging premium
fashion brand must take some of the initiative to go ahead from some of its
drawbacks.
 The company has to apply some of the advertising strategies , like electronic
advertising and television advertising company has to adopt foe the effective
brand recognition.
 The Company has also to indulge itself in the online selling of its products.
 Thus, the effective marketing plan will be helpful to gain long term
profitability.

REFERENCES
 Bui, A. Q. and Muñoz Martinez, V., 2019. The impact of product promotion on
customer loyalty: A quantitative study on Zara.
 Moulay, I., 2019. Marketing Communication Plan for Hedgehog foods and beverages.

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