MOD003507: Zara's Marketing Strategies, Promotional Mix & AIDA Model

This report provides an in-depth analysis of Zara's marketing strategies, focusing on its promotional mix and the application of the AIDA model. The introduction provides an overview of Zara's business model, its global presence, and its approach to fast fashion. The report then delves into Zara's promotional mix, examining its advertising, public relations, sales promotion, personal selling, and direct marketing efforts. It highlights Zara's unique approach to advertising, its emphasis on store location, and its use of sponsorships. Furthermore, the report analyzes the AIDA model, illustrating how Zara attracts attention, maintains customer interest, creates desire, and drives action. The analysis covers key aspects of Zara's marketing, including customer engagement, brand building, and sales generation, providing insights into the company's successful marketing approach.

Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK2 ............................................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................12

INTRODUCTION
Zara is one of the largest companies in international fashion. Such unique business
model, production distribution, sales and design attracts the heart of the customer through the
company’s retail network. Company had its 2259 outlets in 90 countries all over the global
boundaries. Zara deals in the segment of women and men clothing which includes kids wear also
named as Zara kids. Company makes sure the availabilities of products to the stores or outlets
within 15 days after the products are designed. Zero advertising policy is being followed in the
marketing process of the company for growth and expansion of the sales of the business from the
specific store as company believes in investing of its total revenue earned during a period of time
through sales in opening of the stores in the prime location of the big cities. Many a time’s
company modifies its dead stock products within two weeks and can be available in the stores for
the consumer (Blakeman, 2018). Fast fashion is the specialty of the company as its work on
flexible model according to market demands made by the final customer of the brand. It is the
largest retailer chain of outlets which deals in clothing, shoes, and perfumes etc. world widely
according to the demands made by the brand customer.
TASK 1
Promotional Mix of Zara: Various techniques that are used by Zara in order to promote
products and services of company such as method used to advertise products, its public
relationship and various sales promotional strategy (Payne, Frow and Eggert, 2017). Thus
various strategies used by company to promote products of Zara so that customers are attracted
to prefer Zara products and services as follows:
AVERTISING:
Advertising is a process where goods or products are being promoted through different
means of options such as TV, social media, newspaper etc. to make the customer about the brand
prevailing in the market to generate the sales so as to obtain revenue by spending a little amount
over the advertisement process. Zara design clothes according to needs and wants of customers.
It’s hardly spends time and money, i.e., 0.3% of total profit earned during a period on marketing
and advertisements models. The Company spends more on opening of stores in the prime
location of big cities to advertise the brand. While designing the clothes of the brand always
produces limited quantities for keeping the design special (Godey and et.al., 2016). Zara always
take care of size of stores, i.e., 1376 sq. meter to maintain its positioning in market. In every 3-4

years these stores are being renovated according to the current demands of the market. Company
focuses on fast changing of fashion trends prevailing in the market in order to maintain the brand
value that fulfill the brand signals. When customer visit the Zara store is being forced to buy the
product as delay in closing of deal will change the mind of customer. Zara have individual check
over its store to increase the demands over customers. As customers are the king of market,
therefore, customer feedback is very important part of company. The firm tries to advertise its
brand between the youth by sponsoring the university campus events. The Latest fashion trends
for women, men and kids are being served by Zara thus it targets customer are people of all aged
group. Fifty plus stores advertise Zara clothing has helped in increasing sales in UK to make a
biggest retail stores in clothing sector of the country. Its has a wider range of upper garment,
lower garment, shoes and cosmetics that attracts customer of every age group or gender are the
main targeted customer as planned by the company.
PUBLIC RELATION
Illustration 1: Advertisement of Zara
Source: (Zara marketing model, 2019)

Personal reviews are being gained by public surviving in the market. These reviews or
news are being rated according to the satisfaction level gained by the consumer from the service
provided by the company. It’s the free ideas creating from the public to make the brand value of
the firm. Public relation is non-profit communication which has been showed by the consumer in
order to know the actual worth of the branded product. Zara had launched polka dot dress this
summer which has been a biggest hit product in the fashion market which only cost around
$69.90 as discussed in media channels of the company. Pleated skirts, going-out tops, party
dresses, cable knits, everyday coats are some market captured products which promotes brand
value between the fashion consumers for making a good results in industry press (Bloom,
Hussein and Szykman, 2018.). It is being most of the time compared with H&M and forever 21
in terms of quality are the words of the other people prevailing in the market. As quality of Zara
exceeds when compared with others brand in terms of quality and latest fashion. In terms of
online orders when being ordered by the Zara online social site provides you fair deal without
any scam done with credit and debit card details which are provided during the online shopping
of Zara products. Many celebrities and top class prefer Zara brands as their clothing as Zara
doesn’t compromise in terms of quality of products.Thus, it has build strong relationship with
public and satisfy their needs beyond their expectation.

SALES PROMOTION
Actions performed under the promotional activities through different means of
technology which are available in the market to promote the sales of the company. Sales
promotion can be done by many ways such as TV, hoardings, banners, social media, etc. Sales
promotion is done to attract the maximum consumer from the market place so as to generate the
revenue by selling the products. Place and pricing are the key function performed by the Zara
product to increase its sales for generating revenue for the company. Company keeps affordable
pricing so that product is pocket friendly for the customer and innovating products makes the
data of the consumer for the company outlet. Company focuses on attracting of customers from
the market and not only supplying of product to the customers used as sales promotion tactics
used by the company (Pedrini and et.al., 2017). Price is the key factor which plays a major role
in sales promotion by offering many discounts schemes as discussed by Zara stores for
generating the revenue. One time experiencing of the clothes quality by the customers feels the
worth of the branded material. Automatically customers are attracted by the company schemes
Illustration 2: Public relationship strategies
Source: (Zara Fashion : Marketing Strategy and M.I.S.)

by providing amazing services to the costumers on time. Company Zara focuses on 4Ps –
product, place, promotion and price on marketing model. Company has launched the 4E’s –
experience replaces product , evangelism is now promotion, exchange is new price and every
place is new place of marketing strategy . Flash sales are promoted at the different stores at
different location at different period of time to provide better services to large number of
customer's. Company also maintain various card in order to retain customer's loyatly and
promote products and services on large scale.
PERSONAL SELLING
A process where companies sales person deal with a particular customer through one on
one meet at a place to close the deal which is being offered by sales man on behalf of the
company. Many a time’s sales person forces the customer to buy the products by providing the
benefits of the product to the potential customer. Zara keep employees at the different stores after
taking sales training and knowledge about the products to be offer to the customers. Sales person
skills of selling of company products are being sharpened which results in better sales volume
Illustration 3: Sales promotion of Zara
Source: (Study Project on Brand ZARA. 2019)

from the outlet. Brand influencers make sure that the deal should be closed within a limited time,
i.e., as soon as possible so that customer can’t delay or change the mood according to market
situation prevailing in the business environment (Christopher, 2016). This company delivers its
product by its service provider on the stores or outlets which are established across the world had
a great experience of services to customer by the sales promoter. Company provides every
service to promote the personal selling as Zara doesn’t believes in investing in advertisement
models which are already prevailing in the fashion market. Its all depends upon its loyal
customer and influencer for the sales done in the market through the stores which are located in
prime location of the cities.
DIRECT MARKETING
It is a method where firm directly communicate with selected and target customer's range
that make regular purchase of company products in order to influence them to make purchase of
company products. Zara uses social sites in order to directly connect with people so that it can
know about customer's feedback and experience that they have while using products and services
of company. Company by continuous presence on social sites such as Facebook, Instragram and
Twitter is able to understand prevailing trends and needs of customer's within fashion retailer
Illustration 4: Importance of personal selling
Source: (Personal selling, types and Qualities of
salesperson. 2019)

shop. It also emails its promotional offer to customer's that purchase products of company on
regular basis thus it helps in increasing sales and profitability of Zara.
Internet Marketing:
It is another innovating and attracting method to influence people to make purchase of
Zara products is that social marketing. Company by marketing through various social media that
is Twitter and Facebook is able to inform large number of people within limited time and cost
(Pappas, 2016). Thus, it helps in increasing profitability, sales and market share of company as it
add new customer's range to prefer products of Zara.
Sponsorship:
Zara sponsors its t-shirt range to National Basketball association in Americas, Europe,
Africa and Asia that is design for boys ageing from 3 to 12 that represent NBA team thus it helps
in promoting brand image of company and helps in achievement of goals of Zara. Therefore,
company by contributing in Sponsoring is able to effectively market its products and services to
large number of customer's (Woods, S., 2016).
Illustration 5: Internet Marketing
Source:

TASK2
AIDA Model is used in order to market products and services of company as it describes
various stages of customer’s preference or various steps that are taken by customers in order to
purchase products and services of company. It is classified into four basis such as interest,
attention, desire and action to purchase products and services of firm. The aim of this model is to
enhance sales volume of company by effectively interacting between seller of the product with
its customers or buyer (Duffett, 2017). Zara by using such techniques is able to increases its sales
and profit margin and attract large number of customer’s to purchase products of company as
compared to other competitors. Thus, various stages of AIDA approached that can be used by
different firm in order to meet demand and needs of customers are as follows:
Attract attention: Company should manufacture such products that attract attention large of
customers towards products and the advertisement of product should also be innovation and
creative so that people are influenced to make purchase of goods.
Main interest: It is another stage where company makes efforts to retain interest of customer’s
within firm by informing about features, quality and benefit that products and services of
company yield. Therefore, it also helps in attracting and meeting customer’s demand and needs
and helps in achievement of organisational goals.
Illustration 6: Zara sponsorship to NBA
Source: (NBA Releases Playoff T-Shirts,
Reaches Licensing Deal With Zara, 2019)

Create desire: In this stage company should plan to create desire among people as interest has
already been created among people to buy particular products. Therefore, desire force people to
purchase product in order to fulfil individual needs and requirement.
Take action: It is last stage where customer’s has decided to make purchase of product and
services so company is responsible for taking necessary action so that sales of product can be
done and firm is able to achieve its objectives.
Zara fashion retailer has use AIDA marketing strategies in order to influence customers
to make purchase of company products and services. It can be explained through following
model the way marketer influence customer’s or people to buy particular product such as :
Attract attention: Zara fashion retailer has use different channel and medium to attract large
number of customer’s to make purchase of products and services. Such as offer products and
services through its own online website sites so that customers can easily purchase product while
sitting at their office or at home. This strategy is mostly liked by people as they don't have to go
to other place for purchasing of products and services. Zara also uses social media in order to
market products and services of company it saves time, effort and money of firm. Company is
able to attract large number of customer’s to prefer Zara clothes as it has standard quality that is
able to meet demand of each and every customer’s (Liu and et.al., 2018). Social media was one
of the attractive medium that company has used as most of the people spend lot of their time
watching video and playing games. Another medium used by company is boarding on high street
and well infrastructure stores in order to attract target customer’s to make purchase of products.
Interest: Zara marketer tries to attract interest of customer’s by informing about quality and
design of its clothing and the way it is different from other products. Firm is able to enhance
interest of large number of people by providing large varieties of clothes for men, women and
children. Brand images of company and its standard quality helps in creating interest among
customers to buy product. Company by showing feedback of various customer’s is able to attract
new as well as existing customer’s.
Create desire: People by viewing feedback of customer’s and well infra structured stores is able
to create desire among people to pursue Zara clothing over other competitors products. Many
people desire to have Zara product as they are of high quality and meet needs of each and every
individual.

Take action: Employees within Zara stores are highly skilled and trained that are able to provide
effective and efficient services to customer’s so that they can easily find products as per their
needs and requirement (Ismail, 2017). It provides 24-hour customer's care service to people that
satisfy needs of customer's beyond their satisfaction level.
Evaluation of Effectiveness:
Zara evaluates its marketing strategies by evaluating comments, likes and shares on
various social media thus helps in improving and planning for innovative techniques in order to
meet customer's requirement. Company also uses Key performance indicators to evaluate
performance of each employee within firm. Therefore, it also helps in providing effective and
standard services to large number of customer's.
Communication Model
There are various communication models that are used by firm in order to depict their
new and innovate ideas to large number of people living in the society. Communication is an
process of exchange of information between company and its clients in order to enhance sales
and profitability of company. One of the model is described below:
Lasswell's Model: In it classified into four segments such as sender, message, receiver and
channel to be used by company in order to communicate with its customer's so that it can
influence customers to make purchase of products and services (Lamb and Crompton, 2017).
Therefore, Lasswell's model used by Zara in order to influence customer's is as follows:
Sender: Employees, mouth publicity and online comments inform about Zara products and
services, its quality and customer's satisfaction. Zara's aim is to provide qualitative experience to
customer's by offering standard and qualitative products and services to people living in the
society. Employees are highly skilled and motivated thus they effectively promote products of
company to their friends and relative. Mouth publicity and strong brand image of company also
helps in building quick and effective communication between firm and its customer's. It
influences and motivate people within society to prefer products of Zara.
Message: Company by offering qualitative services and products to customer's is able to send
message to large people that it believes in providing qualitative and standard products and
services to customer's in order to achieve organisational goals. Zara's mission is to provide
continuous delivery of innovative and creative products and services so that it is able to meet
demand and needs of each individual within firm.