marketing analysis project bus 260c iva naumova
DESCRIPTION
Marketing analysis project BUS 260c Iva Naumova Kevin Zappia Valeriia Tretiakova Victoria Lyubykh 20\03\2013. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/1.jpg)
Marketing analysis project
BUS 260c
Iva Naumova
Kevin Zappia
Valeriia Tretiakova
Victoria Lyubykh
20\03\2013
![Page 2: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/2.jpg)
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
![Page 3: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/3.jpg)
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 6.104 stores in 86 markets.
Stores Around the World
ZARA 1,770
ZARA Kids 166
Pull & Bear 825
Massimo Dutti 634
Bershka 910
Stradivarius 816
Oysho 533
ZARA Home 363
Uterque 87
Total 6,104
![Page 4: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/4.jpg)
• 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
![Page 5: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/5.jpg)
How did we gather our observations?
• Visited online sources:
official Inditex websiteofficial ZARA websiteAndres Vicente Ranz online blog dedicated to ZARA Zara brand profile by Belle Kwan
![Page 6: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/6.jpg)
![Page 7: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/7.jpg)
Who is the customer?
• Zara’s 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 women’s (60%), men’s (25%) and the fast growing children’s (15%) department.
![Page 8: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/8.jpg)
Product
![Page 9: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/9.jpg)
Product
Mission Statement
“Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts.”
![Page 10: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/10.jpg)
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”
![Page 11: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/11.jpg)
Price: 2000 data
![Page 12: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/12.jpg)
Price: Contribution 12 years after
![Page 13: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/13.jpg)
Distribution
![Page 14: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/14.jpg)
Print media
![Page 15: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/15.jpg)
Social MediaZARA.COM
![Page 16: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/16.jpg)
Social MediaFacebook
• 7.5 millions fans
• “Light” social media strategy
• Encourages brand love, but not purchase consideration
![Page 17: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/17.jpg)
Social MediaPinterest
![Page 18: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/18.jpg)
Mobile Applications
Available for Android, iPhone, Windows Mob, Nokia, and BlackBerry
![Page 19: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/19.jpg)
Other communications
• Real-estate Marketing
• Word of Mouth
![Page 20: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/20.jpg)
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.
![Page 21: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/21.jpg)
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
![Page 22: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/22.jpg)
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
![Page 23: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/23.jpg)
Marketing behavior
• Segmentation Targeting Differentiation
![Page 24: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/24.jpg)
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
![Page 25: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/25.jpg)
Conclusions
![Page 26: Marketing analysis project BUS 260c Iva Naumova](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813291550346895d9927d0/html5/thumbnails/26.jpg)
• Analyzing Zara's business model. (2011, March 03). Retrieved from http://www.harbott.com/2011/03/03/analysing-zaras-business-model/
• Chan, C. C. (2011, September 16). [Web log message]. Retrieved from http://blogs.ubc.ca/conradchan/2011/09/16/zaras-marketing-strategy/
• Gregorio. (2013, August 10). Vogue fashion’s night out Lisbon – 12 September 2013. Retrieved from http://portugalconfidential.com/2013/08/vogue-fashions-night-out-lisbon-lisboa-fno-2013/
• HANSEN, S. (2012, November 09). How Zara grew into the world’s largest fashion retailer. Retrieved from 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 http://www.marketingmag.com.au/tags/zara/
• Ranz. (2011, March 15). [Web log message]. Retrieved from http://www.brandtrhough.blogspot.com/2011/03/who-are-zaras-competitors.html
• SWOT analysis . (n.d.). Retrieved from http://zarafashion2013.wix.com
• (2001, May 18). Retrieved from http://www.kellogg.northwestern.edu/course/opns430/modules/supply_chain_management/Zara.pdf