Marketing, the Marketing Mix (4p’s), and the Nine P’s

Only available on StudyMode
  • Download(s) : 299
  • Published : May 2, 2013
Open Document
Text Preview
CONSUMER PROFILE ANALYSIS
MARKETING
SUBMITTED TO: MR. ANNAJI SHARMA
SUBMITTED BY: NIDHI, 16, FD-4

THE REIGN OF SPAIN

Zara is a high end fashion retailer by Inditex that has its roots in the Spanish fashion industry. The company mostly caters to European tastes but is widely popular due to its innovative collections, up to date trend setting outfits and affordable prices. Clothing and accessories retailer based in Arteixo, Galicia, and founded in 1975 by Amancio Ortega and Rosalía Mera. It is the flagship chain store of the Inditex group. * Objective:

The main objective of Zara brand in a market is to ‘democratize fashion’. The company aims to provide its customers with trendy and high fashion products at lower prices to accommodate their requirements

* Image in the market:

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". * Products offered:

As of 2007, Zara stores have men's clothing and women's clothing, each of these subdivided in Lower Garment, Upper Garment, Shoes, Cosmetics and Complements, as well as children's clothing (Zara Kids). Currently their sizing on women's clothing goes to a US size 12 or a UK size 14. * Strength:

Zara strategy launches its outlets in high profile locations and provides customers with a turnover time of 4-5 weeks for its new collections made available at a fraction of the couture cost. Zara followed a highly price-competitive business model that was based on three winning formulae: short lead-time, lower quantities and more styles.

MARKET SEGMENTATION

1. Geographic Segmentation: The Company mostly caters to European tastes but is widely popular due to its innovative collections, up to date trend setting outfits and affordable prices. Now it caters to American, Asian, African, Australian market There are a...
tracking img