Marketing Plan for Zara's New Plus-Size Clothing Line - MKTG 1170

This report presents a comprehensive marketing plan for Zara's new plus-size clothing line, detailing the brand's objectives, marketing strategy, STP analysis, and marketing mix. The report outlines specific marketing objectives, including market share, expansion, and sales targets, along with a detailed marketing strategy emphasizing social media, kiosks, and influencer collaborations. It includes a thorough STP analysis, segmenting the market based on demographics and psychographics, and defining the target customer profile. The marketing mix is examined, covering product, price, place, and promotion strategies. Organizational implications, an action plan, and an evaluation and monitoring plan are also provided, along with a budget. The report concludes by discussing the overall strategy's potential for success and its alignment with Zara's brand image.

Running head: ZARA MARKETING
ZARA MARKETING
Name of the Student
Name of the University
Author Note

1ZARA MARKETING
Executive Summary
Marketing is undertaken as a relevant part of the overall operations of a business. This goes a
long way in assisting the firm in ensuring that it is successfully able to meet with the needs of the
different customers and come up with the various offerings which shall fulfil their obligations.
The report is based on Zara and the launch of its new plus-sized clothing line for women. The
report lays down the overall marketing plan for this new line and how the firm will be able to
attract the target audience in place of providing them with a good range of products. Hence, in
consideration of this, it can be considered relevant to ensure that, the overall Marketing mix,
Segmentation and marketing along with the total control and evaluation plan shall be provided.

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Table of Contents
Introduction......................................................................................................................................3
Marketing Objectives.......................................................................................................................3
Marketing strategy...........................................................................................................................5
STP..............................................................................................................................................6
Marketing Mix.............................................................................................................................8
Organizational Implications...........................................................................................................10
Action Plan....................................................................................................................................10
Evaluation and monitoring plan.....................................................................................................14
Budget............................................................................................................................................15
References......................................................................................................................................17
Appendix........................................................................................................................................19

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Introduction
The business environment can be understood to be highly volatile in nature and with
respect to this, it becomes increasingly crucial for any business to ensure that they will be able to
form competitive marketing strategies which will go a long way in ensuring that they are ready
to serve the right customers at the right time (Aghazadeh 2015). The company which has been
chosen for the analysis is the Zara. The Zara can be understood to be one of the most popular
clothing brands as present around the globe and concerning this, it has one of the most influential
supply chain networks as present in the fashion industry. The firm has spread its operations all
around the globe, however, in recent times there has been an increasing trend of accepting all
body types and sizes and therefore, it is with respect to this, that the firm wants to come up with
offerings which will meet the needs of the individuals with all body sizes and types (Zara.com.
2019). The given report is based on the marketing plan of Zara through which it will aim to
ensure that, all the requisites of a marketing plan are defined and the overall action, as well as the
monitoring plan, is also mentioned accordingly.
Marketing Objectives
The marketing objectives of the brand concerning the new product line can be understood
to be as follows:
 The brand aims to gain a 20% market share concerning the plus size clothing in the next
one year
 The firm seeks to make the plus size clothing line available in more than 20 countries by
one year
 The firm also aims to ensure that the Sales of the company increases by 20% in one year

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 Lastly, the firm also aims to launch physical stores for the plus size lines in five countries
in one year.
 The brand also aims to increase its social media popularity on Instagram, Facebook and
Twitter by 1000000 followers in 1 year.
Objectives 1 2 3 4 5
Specific Aiming to
extend the
market share
Expansion
plan
Increasing
sales
Expansion Expanding
social media
base
Measurable 20% has been
set as a target
and can be
easily
measured
Measured by
the number
of countries
the
operations
are developed
to
20%
measurable
frame
When the
number of
countries is
matched, it
will be
understood
By the
number of
followers.
Achievable Realistic in
nature
Realistic in
nature
Realistic The firm
already has
various
stores, and it
would not be
a problem if
it is required
to open more
stores
The firm
already has a
considerable
number of
followers,
which can be
increased.
Relevant Relevant for
the overall
objective of
the firm.
Relevant as
the firm aims
to attain
global
domination.
Relevant to
the overall
objective of
the firm.
Relevant Popularity
matters for
the firm
Time Bound 1 year 1 year 1 year 1 year 1 year
Marketing strategy
The given marketing objectives which have been laid down by the business can be
understood to be quite comprehensive in nature and hence, with respect to this, it can be
considered fundamentally important for the firm to have a well-defined marketing strategy in
place which will help the firm to understand and attain the objectives which have been set down

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and designed accordingly (Chernev 2018). Hence, in the marketing strategy which the firm has
chosen for itself, it can be primarily understood that the firm has planned to target the social
media as its primary focus. This means that a majority of the campaign shall be led by social
media marketing, and the traditional marketing and advertising techniques shall lead to another
fraction of the campaign. The firm also aims to set up individual temporary kiosks, which will
help the firm in understanding the current needs of the customers. This means that, if the
response of the customers concerning the kiosk will be good then, only the firm will be able to
understand the overall success of their new line.
Moreover, the firm will also be using various influencers, social media bloggers and
related personalities to make the new product line popular among the different masses of the
customers and to help the firm in reaching out quickly amongst the various customers (Goworek,
McGoldrick and McGoldrick 2015). The traditional means of advertising like Television
advertising. Radio advertising, Phone advertising and newspaper advertising shall be used to
ensure that the firm will be able to reach out the maximum customers as possible.
STP
Segmentation
The market can be stated to be segmented based on demographics. Here the
demographics which have been used can be reported to be the income of the customer and the
physical appearance as well (Gummesson 2017). The firm aims to target the plus-sized ladies
who often face difficulties in finding the right product for their body. This also enforces a sense
of shame and lack of confidence in them when they visit the stores of luxury brands and often

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fail to find the right products for themselves. Hence, Zara by targeting the plus-sized ladies is
specifically targeting a single segment.
To summarize:
 Geographic: In the metropolitan cities around the globe, Small towns
 Demographic: Women who belong to the plus-sized category, Middle to a higher income
group, age, gender
 Psychographic: Who do not feel confident in wearing branded clothes due to the
limitation of sizes available but belong to a healthful lifestyle and would be motivated to
purchase the items belonging to Zara, usage rate
 Behavioural: The benefits sought are comfort and style
Targeting
Hence, the firm is targeting women from who are plus sized and aims to offer a wide
range of products for their daily as well as occasional needs. In the line of this, it can be
rightfully mentioned that the firm will be targeting based on geographic location, demographics
and behavioural segmentation. The offering will be made to metropolitan women who are aged
20-35 who want comfortable and stylish wear. The items which the firm aims to offer the
different customers can be understood to be the dresses, bottom wear, top wear, shoes and unique
accessories as well (Homburg, Jozić and Kuehnl 2017). In the line of this, it can be rightfully
understood that the customer profile which the brand aims to offer can be stated to be as follows:
Customer profile
Segmentation tool Details of customer profile

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Geographic
Ms. Stella Gomes lives in Canberra, Australia
Demographic and roles Ms Stella is a young professional who
currently functions in Australia and can be
stated to be belonging to the plus size category
Psychographic roles She belongs to the upper-middle-income group
and in line of this, is greatly influenced by the
views of her peer group
Motivational factor The primary motivational factor for the clothes
can be the willingness to purchase goo branded
clothes which fir her well.
Self-concept and personality Mr. Albert is a city girl who likes to relax
during the weekends but has a busy schedule
throughout the week.
Positioning
Hence, it can be understood that the firm aims to present itself as a brand which allows
unique offerings to the different customers as present. In addition to this, it seeks to present itself
as a brand offering stylish and adorable clothes to the various customers which fit all the sizes
and in line of this, will also be able to allow the different sized people to be a part of the brand.
Marketing Mix

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The marketing mix can be understood to be an appropriate tool which shall assist a
business in understanding the overall offerings as well as the pricing and promotion which has to
be offered by the firm to make it is new offering success in the market (Homburg, Jozić and
Kuehnl 2017). Concerning this, it can be understood that the marketing mix of Zara can be
assumed to be as follows:
Product:
The Zara can be recognized to be one of the leading luxury brands as present around the
globe and has considerable offerings for the women, men and other children as present. Hence,
in its new product line, the firm aims to offer the women with adequate products as well as
offerings which will allow the firm to gain considerable success in the long run. The dresses,
bottom wear, top, formals and casuals will aim to ensure that the needs of the plus-sized women
can be met with adequately (Kerr and Patti 2015). Zara will make use of sustainable
development as well as recycling products to ensure that the firm will be able to produce
adequate items in the line.
Price:
The pricing of the products can be considered to be considerably lower as compared to all
the international brands as present in the market, Zara ensures that it will successfully be able to
provide right quality products to the different customers and allow them to ensure that, they will
be ready to wear proper clothes at considerably lower prices (Homburg, Jozić and Kuehnl 2017).
In line of this, it can be understood that the costs of the product will be country specific for the
plus-sized products. Moreover, the market-based pricing strategy is being primarily used by the

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different stores of the brand. The brand will also be using various ways of sales promotion (Kerr
and Patti 2015).
Place:
The country has enormous reach and has a presence in over 88 countries with mass
outlets. The company also engages in sales through its online stores. Hence, with this new brand
offering, the company will be targeting all the countries at once, and through this initiative, it
will aim to ensure that the product line can reach out to as many consumers as possible.
Promotion:
Concerning the development of the products it can be rightfully understood that the brand
will spend money on social media advertising and in related marketing, however, the firm does
not engage in any flashy campaigns (Ingenbleek, Meulenberg and Van Trijp 2015). Hence, a
subtle social media, television and related telephone advertising with notifications and text
messages can be understood to be the measures which will be adopted by the firm to ensure
success in the long run. Moreover, the firm has a considerable number of followers on Facebook
and Instagram as well, which will help the firm`s objective to be fulfilled (Homburg, Jozić and
Kuehnl 2017). The new product line will be promoted through social media campaigns, kiosks,
television advertising and mobile advertising as well.
Organizational Implications
For the overall marketing strategy to be successful in the long run, the following are the
supporting resources which will be necessarily required by the firm to ensure long term success:

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 New kiosk outlets: The organization would be needing new kiosk outlets which will help
it to reach out to the different customers in the right manner and in addition to this, shall
also assist them to understand the impact of the overall offerings of the brand.
 Revision of supply chain components: The review of the supply chain components can
also be understood to be an essential requirement which the firm would be required to
undertake as a new line of products will be required to be produced (Bagozzi et al. 2018).
 Relationships with PR firms: The firm will be primarily hiring various influencers as well
as bloggers in order to make the new product line considerably popular amongst the
different consumers as present and in line of this, it is crucial to understand that Zara
would require substantial and relevant relationships with the different PR firms (Baker
2016).
Action Plan
Sr. No Action Contents Person
responsible
Cost Time frame
1 Research and
analysis
This will
require the
firm to
undertake a
summary of
the different
customer
segments as
present in the
Marketing
manager
Brand
manager
General
manager
Research and
development
$2000 2 months

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market and
how the firm
can meet
with the
needs of the
various
customers.
2 Social media
marketing
The social
media
marketing
will take into
consideration
the different
portals like
Facebook,
Instagram
and Twitter,
which will
then assist
them in
performing
well.
Marketing
manager
Brand
manager
General
manager
Social media
analyst
$4000 3 months
3 Television The Marketing $5100 2 months