In addition, the researcher would consider the customers as a potential target respondent group and subsequent table explain more details about them . For many Europeans, Zara is a recognizable face with always fashionable and new apparel every week; whilst for Americans, Zara is just getting its feet wet in the American marketplace, so Inditex should research and develop new techniques for involving more customers in order to stay innovative in the clothing industry. Do you think Zara should ask reasonable price to attract more customers? The sales contribution of Zara clothing is 63.8% in the groups total sales of the financial year 2009. Building relations and long term contracts with the suppliers will be beneficial for future buying. Unforgettable: the brand name has to be short, uncomplicated to utter and spell (just like Zara, for example); that is much more memorable an easy to pronounce than he names of other competitors in the fashion industry moreover, the name of the brand has to be easy to recall and remind in any circumstances and foreign language. They opened their gates during the late 1900s, in Spain, followed by a speedy global expansion. Do you think IMC and other marketing initiatives have direct connection with profitability of Zara? Here, different articles and columns are written on brands and their offerings. Providing the fashion customers various financial and non- financial services involving referrals, credit incentives and in- store rebates and premiums are popular practices of the industry. Analysis is critical examination of the assemble data as data leads to generalization, which involves drawing some conclusion about a whole group or category of things based on information drawn from particular instances or examples. However, Zara does not rely much on traditional form of advertisement like other homogenous brands. Firstly, it is now the cheapest and the most convenient form of advertising media, which means that the marketing costs of the business will greatly reduce, lowering the production cost, and thus lowering the selling prices of the product. document.getElementById("ak_js_1").setAttribute("value",(new Date()).getTime()); Lead Trainer & Head of Learning & Development at IIDE, Leads the Learning & Development segment at IIDE. Creation and expansion of brand awareness is the first and foremost strategy practiced by most of the brands in fashion and apparel industry. This general question has asked to the respondents with the intention to know the age of the people who have participated in the survey. Research Methodology: This part of this dissertation will provide a clear perception about the research method to formulate the research, process of data collection, designation of questionnaire, selection of respondent groups and data analysis process and limitation of this study. However, many agreed that asking reasonable prices is one of the most significant ways to attract the customers. Zara is a leading global retailer of outfits and accessories with many stores around the world. ZARA has 1,608 stores (including 213 ZARA kids stores) in 74 countries. All of us know that India is famous for its movie production. It is essential to note that these celebrity endorsements will cause the brand to be differentiated from competitors like H&M and engage customers more towards Zara because consumers not buy brand and enjoy the consumption of the product, they consume the imaginary differentiation that goes with it this imaginary differentiation would construct only when celebrity endorsements have conducted accurately. If the quality issue concerns primarily the quality of communication, the introduction of the latest technological innovations as the means of promoting quality must be considered. In their seminal study on consumers perceptions about brand management, Bengtsson and Firat (2006) observed that fashion retailers need to commit more energy towards the creation of an all-inclusive strategy that takes into account customer image concerns, the organisations marketing paradigms, and their sales strategies if they are to effectively gain brand loyalty and constantly pull the attention from shoppers. Thus, they capitalize on the market expansion. Result: Many people think to repurchase Zaras products. http://managementfunda.com/advertising-types/. Is Zara down or not working? Current Zara.com status & problems Each Zara store is remodeled every five years in order to update with current trends. It is arguable that the survey has suggested that amongst these 75 percent customers, 35 percent are students, 20 percent are service holders, and 10 percent are businesspersons, whilst the rest 10 percent are unemployed. The Zara marketing mix is an interesting blend of innovative marketing strategies that have delivered extremely successful results for the company so far. Regarding the type distinction, a purchaser is household or business one, and the difference stands in merely money-spending capacity; on the contrary, a customers role can be buyer, payer and user; the buyer is who mentally decide which product to buy and physically purchases it; the payer is merely who supports the purchase, or conversely, the source of the money. However, the promotion of improved communication with the suppliers does not guarantee an immediate rise in the quality of the products delivered by the organization. ZARA has a very strong market Image due to quality, style and availability of products. B. Based on such information, it can confirm the specific colours and lines which would be sustained or changed or manufactured (CNN, 2001). The Journal of Decision Makers, 35(1): 15-30. We have tried pinging Zara website using our server and the website returned the above Zara uses multiple channels of digital marketing such as SEO, Emailing, and Content Marketing, and uses it to promote and educate its clients about newer products. Under this process, brands practice to immediately understand customer demand along with current and forthcoming changes in style. Many of them commented that in certain cases, during winter, after ordering a certain type of sweater at extreme cold, Zara delivered it long after winter had gone. The Spanish multinational corporation Inditex, the parent company of the popular fashion brand Zara, has long faced allegations of forced labour in its supply chains.These allegations have largely followed the release of a groundbreaking Investigative report by the Australian Strategic Policy Institute (ASPI) in 2020, which unearthed claims The database is updated daily, so anyone can easily find a relevant essay example. WebYou can find answers to all your questions in our Help section. Grewal, D., Monroe, K. B., & Krishnan, R. (1998) The effects of price-comparison advertising on buyers perceptions of acquisition value, transaction value and behavioral intentions. This paper would use many articles from Journal of Advertising Research, European Journal of Marketing, Journal of Marketing Theory & Practice, Journal of International Consumer Marketing, Journal of Product & Brand Management, Journal of Targeting, The Journal of International Management Studies, Journal of Marketing Research, Journal of Brand Management, Journal of Public Policy & Marketing, and Journal of Consumer Marketing. 8th ed. Zara contributes up to 70% of. The first store was in the coastal town of A Corua in Brand recall shows that while customers observe a product, they could remember the brand name quickly, whereas brand identification shows customers have aptitude to discover a brand whilst numerous brands exist; so, consumers can recall brand correctly if they ever saw or heard of it; moreover, Hoeffler and Keller (2002) signified that brand awareness has distinguished from depth and width. In order to gain a strong competitive advantage and become immediately recognizable among the target audiences, the entrepreneurship will have to consider the application of the tools that will affect the quality of the product directly. Sahay, A., & Sharma, N. V. (2010) Brand Relationships and Switching Behaviour for Highly Used Products in Young Consumers. In situation like this online store is the best idea to serve the customers who do not have physical access to the store but can afford and buy from online store. The company specializes in fast fashion, and Kids clothing is included in Zaras catalogue as well. New Jersey: Prentice Hall. So while competitors go to Asia for outsource production, Zara makes most of its fashionable items and distributes them to its own stores located in all major cities around the World. In 2012, Inditex, Ortegas parent company made up of Zara and other retail concepts and suppliers, reported total sales of US$20.7 billion, with Zara representing a powerful 66 percent, or US$13.6 billion, of that total. The marketing department of Zara fashion would get more opportunity to exhibit the creativity and credibility through TV advertising and reaching the mass public at the same time, Internet: This form of advertising falls in web marketing, including Search Engine Optimization (SEO), advertisement through social networking sites, website development, blogs, and e-mail; it is essential to note that for teenage girls who spend most of their time in chatting with friends, shopping the internet, or browsing the internet have easily attracted by such advertising campaigns; Zara is currently undertaking this campaigns, Outdoor Advertising: Outdoor advertising is a great form of marketing to keep huge contribution to attain the aim of the campaign; this may include setting billboards at busy streets beside schools, colleges, universities, offices, shopping malls, bus terminals, or airport roads. & Pessoa, F. (2005) Clothing Branding Strategies: Influence of Brand Personality on Advertising Response. Defendable: These are not indicating towards the lawful features of trademarks, but the tangible likelihood that a brand becomes identical of goods/services; for example, the name Coca-Cola has uses to indicate colas, and the preface in general terminology of the word to Google in the place of to browse; in other words, this means that the brand name should be good enough if it turns out to be generic. Along these lines, in a seminal research article, Fischer, Volckner, and Sattler (2010) observed that brand awareness and customer loyalty triggers a relationship between the customer and highly used brands though there are different dimensions to this relationship. Here, models or designs are selected on the needs and requirements of a customer through the use of CAD before the real purchase of an item. Mango, Guess, Esprit, and French Connection are also in line with Zara prices in other markets including Singapore, Dubai and some European markets. In case of Zara, the company is not current using this strategy. The lack of flexibility in the strategies adopted by the suppliers should also be viewed as a major impediment to the improvement of Zaras product quality, Seeing that inventory supply is a part and parcel of the procurement process, the end product delivery is delayed, thus, causing customer dissatisfaction to rise. Does it affect Loyalty?. About 44 percent people would recommend Zaras product to others, whilst 29.333333 percent disagreed to this and about 26.66666667 percent said no comments. Therefore enhancing its capacity utilisation by producing cheaply will enable the consumers of the business to benefit from lower prices, The competitors present in the market, like Hennes and Mauritz (H&M) can capture high share of the market; therefore, Zara should hit the market by restructuring their pricing policy, A unique selling price would help Zara to differentiate its apparels from those of the rivals, The fact that the global financial crisis has resulted in many unemployment in the world, the purchasing power of the consumers have reduced. Oliver, R. L. (1999) Whence Consumer Loyalty? Product/ Brand Image is also very high because of very high quality, reliable products for children, women and men. We believe that, Zara has reached the top level of sales revenue, and the margins to improve it are not as wide as they were, in the past years. Web. Moreover, Zara continued to create more employments, for which number of employees of the Inditex Group continued to rise despite recession: Uniform of the staff is another important factor through which Zara gains another competitive advantage from other competitors. Course Hero is not sponsored or endorsed by any college or university. Journal of Marketing, 52(2). Although its brand is already strong, it should work on to become a generic brand, which would be of great significance in order to stimulate customers involvement with this brand. Such patterns of marketing attract the attention of customers by offering the exclusive opportunity of faster product search, comparative information on 4Ps (Product, Price, Place and Promotion) and present and extra services to the marketers etc. N. (2002) Mass Customization: On-line Consumer Involvement in Product Design. Pyzdek, T, & Keller, P 2014, The Six Sigma handbook, McGraw Hill Professional, New York, NY. Zara Web. According to the view of Casalo, Flavian, and Guinaliu (2008), customer involvement is a necessary precursor to the establishment of long-term mutual relationships between the organisation and consumers. Looking for a flexible role? It is notable that successful IMC campaigns and marketing initiatives are highly likely to stimulate customers involvements with the brand and thus persuade them to buy the companys products more often.
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