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Generation

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Submitted By kalpana
Words 5562
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Table of Contents

Introduction 2 Marketing Mix 3 Website Audit 6 Situational Analysis 9 PEST Analysis 12 Competitive Analysis 13 Segmentation 14 Targeting 16 Differentiation & Positioning 17 Communication Tools & Manufacturing Policy 18 Objectives 19 E-marketing Tactics (7 C’s) 20 E-Marketing Strategy 23 Action plan 25 Evaluation plan 26 References 28 Appendix 31 Task Allocation 32

Introduction

Founded by Spanish retail group, Intidex, in mid-70, Zara is the flagship brand for the house. Zara is high-street fashion brand that is based on in terms of product quality, affordability, fashion trends and customer satisfaction. Zara's Unique Selling Proposition (USP) is to create or imitate the latest trends within a short two-week period. Intidex, (2010) High-fashion/low-cost brand message is really appreciated by customers all over the world.

(Source: armschool.com)

Marketing Mix

The Marketing Mix, also known as the 4P’s of Marketing, is the combination of four elements: product, price, place, and promotion. (Hines & Bruce, Fashion Marketing)

Product
Zara produces high-fashion clothes for women, men, and children and sells it for the low cost. It has a rapid design changes. Zara offers more choices in more current fashions and it delivers merchandise to its stores twice a week. Small batch production leads to impulsive buying among customers and makes clothes scarcity. Shehzade, (2009)
Zara is a remarkable for coming up with a new product and release it on store outlets in a quick period of two weeks in contrast to a 9 month industry average.

Pricing strategy
Zara follows a market-based pricing strategy which sets the target prices that the buyer is willing to pay Lopez & Ying,(2009). Therefore, they are not cost-based. Clothes is affordable to masses, the level of income grows through

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