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Marketing analysis project BUS 260c Iva Naumova Kevin Zappia Valeriia Tretiakova Victoria Lyubykh 20\03\2013.

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Presentation on theme: "Marketing analysis project BUS 260c Iva Naumova Kevin Zappia Valeriia Tretiakova Victoria Lyubykh 20\03\2013."— Presentation transcript:

1 Marketing analysis project BUS 260c Iva Naumova Kevin Zappia Valeriia Tretiakova Victoria Lyubykh 20\03\2013

2 Outline In this presentation we are going to talk about: Inditex Group – Basic information Emphasis on ZARA affordable fashion retailer ZARA marketing strategy: Target Markets and Marketing Mix

3 Who are they? INDITEX is one of the world's largest fashion retailers, welcoming shoppers at its eight store formats -Zara, Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and Uterqüe - boasting stores in 86 markets. Stores Around the World ZARA1,770 ZARA Kids166 Pull & Bear825 Massimo Dutti634 Bershka910 Stradivarius816 Oysho533 ZARA Home363 Uterque87 Total6,104

4 Founded by Amancio Ortega and Rosalia Mera in 1975, headquartered in Arteixo, Spain One of the largest international fashion retailer companies belonging to Inditex Main competitor: Swedish H&M; along with GAP and Benetton due to global retailing status

5 How did we gather our observations? Visited online sources: official Inditex website official ZARA website Andres Vicente Ranz online blog dedicated to ZARA Zara brand profile by Belle Kwan

6

7 Who is the customer? Zaras target market is young, price-conscious, and highly sensitive to the latest fashion trends. They have an advantage over traditional retailers because they do not define their target by segmenting ages and lifestyles giving them a much broader market. They segment their product line by womens (60%), mens (25%) and the fast growing childrens (15%) department.

8 Product

9 Mission Statement Through Zaras business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts.

10 Positioning: Fast Fashion at Affordable Prices Vision ZARA is committed to satisfying the desires of our customers. As a result we pledge to continuously innovate our business to improve your experience. We promise to provide new designs made from quality materials that are affordable

11 Price: 2000 data

12 Price: Contribution 12 years after

13 Distribution

14 Print media

15 Social Media ZARA.COM

16 Social Media Facebook 7.5 millions fans Light social media strategy Encourages brand love, but not purchase consideration

17 Social Media Pinterest

18 Mobile Applications Available for Android, iPhone, Windows Mob, Nokia, and BlackBerry

19 Other communications Real-estate Marketing Word of Mouth

20 Effectiveness of marketing communications Management Efficiency The focus on the customer and product requires that the unit is constantly re-inventing itself to avoid becoming obsolete. The final goal ultimately is to create a communication matrix for this purpose.

21 Effectiveness of marketing communications Different Approach then Competitor Zara only spends about 0.3% of their revenue on promotion so they can instead focus heavily on product, place, and pricing as opposed to promotion

22 Events 1 slides describing communications through events: Description of events (what? where? who?) Event patterns (regularity and schedule) Style of communication Other observations? Vogue Fashion's Night Out by ZARA ZARA fashion show

23 Marketing behavior Segmentation Targeting Differentiation

24 The most interesting discovery Zara was described by Louis Vuitton Fashion Director Daniel Piette as possibly the most innovative and devastating retailer in the world. Zara has also been described as a Spanish success story" by CNN

25 Conclusions

26 Analyzing Zara's business model. (2011, March 03). Retrieved from Chan, C. C. (2011, September 16). [Web log message]. Retrieved from Gregorio. (2013, August 10). Vogue fashions night out Lisbon – 12 September Retrieved from lisboa-fno-2013/http://portugalconfidential.com/2013/08/vogue-fashions-night-out-lisbon- lisboa-fno-2013/ HANSEN, S. (2012, November 09). How Zara grew into the worlds largest fashion retailer. Retrieved from into-the-worlds-largest-fashion-retailer.html?pagewanted=2&_r=3&http://www.nytimes.com/2012/11/11/magazine/how-zara-grew- into-the-worlds-largest-fashion-retailer.html?pagewanted=2&_r=3& KWAN, B. (2011, September 03). Spanish domination – Zara brand profile. Retrieved from Ranz. (2011, March 15). [Web log message]. Retrieved from SWOT analysis. (n.d.). Retrieved from (2001, May 18). Retrieved from t/Zara.pdf t/Zara.pdf


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