Zara: Analyzing Advertising, Sales Promotion, and Merchandising

This report examines Zara's marketing strategies, focusing on advertising, sales promotion, merchandising, and public relations. It details how Zara utilizes print and electronic advertising, including magazine ads and TV show placements. The report explores sales promotion tactics such as contests and coupons, highlighting Zara's emphasis on product quality and pricing. Merchandising strategies, including store displays and staff training, are also discussed. Furthermore, the report analyzes Zara's public relations efforts, particularly the use of celebrity endorsements and TV show integrations to enhance brand visibility. Finally, it outlines personal selling approaches, including client prospecting and product presentations, to achieve sales objectives and build customer relationships.

Company: ZARA Product: Clothes
1. Advertising- Two new forms of advertising includes Print and electronic
Examples of print advertising include: Magazines, newspapers and banners that are displayed by
Zara via their own websites and print media.
Examples of electronic advertising include: TV shows such as the Gifted and Elementary have
displayed Zara products. At the same time, other examples of electronic advertising includes
Times Square display promotion and digitalised advertisement boarding
2. Sales Promotion- Three new types of sales promotion strategies used by Zara includes
Contests, Coupons, and Premiums. It is widely known that Zara focuses on quality of product, its
pricing and placement instead of promotion. Thus, the company provides premiums to clients
and ensures contests are undertaken so that the winners are given coupons to shop at a discount
at Zara.
3. Merchandising- Merchandising can be utilised via store displays in which the best and new
products are displayed at the store windows. Store training will be provided to the people
working at Zara so that the sales can take place in a rapid manner.
4. Public Relations- EPR strategies can be used via celebrities. As mentioned Zara uses TV
shows to promote the product. Latest episodes of The Gifted have seen Skyler Samuels’s
character The Frost Sister use Zara clothes in the show. Thus, the target markets can identify the
products correctly.
5. Personal Selling- Personal Selling can be used by prospecting the requirements of the clients
and ensuring that a pre-approach is undertaken so that confidence among the customers can be

built about the product. Direct approach via presentation of the products by sales stores can be
implemented. Objectives about the promotion of the products can be met. Finally the sales are
closed and follow up of the actions are undertaken.