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Now the company's products are designed by proper group of designers. Introduction Zara has a total of more than 5693 stores and 187 kiddy’s class stores, present in almost 85 countries.
In India, Zara has total of
9 stores, in cities- Delhi, Mumbai, Bangalore and Pune. Geographic Segmentation ZARA stores have men and women clothing's. Each of these are sub divided into lower garments, upper garments and shoes, as well as children's clothing (zara kids), where as markets of kids below the age of 12 and old people (men and women above 30) still remains untapped. Demographic Segmentation Socio Economic class
This product is generally for the niche market and is preferred by the Upper-middle and higher strata of the society. Income Group Women:
Enjoy shopping and socializing
Need to look Trendy
Be perceived as they have more money than they actually do
Into sports and look for good quality things like cars, cigarettes, alcohol and clothing.
Want to be perceived as successful and established Psychographic Segmentation Zara uses Ecological fabrics
Zara uses Organic Cotton
Zara manufacture PVC-Free Footwear Techno Savvy Behavioral Segmentation Customers of ZARA are occasional buyers since the product is dearer and is considered as a costly brand. Targeting Zara has targeted a wide gap in the retail market.
The company targets customers that are interested in high fashion & want to keep up with the latest fashion trends.
Zara’s strategy launches its outlets in high profile locations and provides customers with a turnover time of 3-4 weeks for its new collections made available at a fraction of the couture cost.
Positioning The main objective for positioning the Zara brand in a market as mentioned by the company is to “democratize fashion”.
The company aims to provide its customers with trendy and fast high fashion products to
fullfil their requirements.
Competitors Zara is facing tough competition by:
Hennes & Mauitz(H&M)
Mark & Spencer(M&S)
Customer wants Value: Customer expects a good valued product and quality i.e not to be compromised and is matched with the prices that its product are available for.
Self image: Customers wants to keep up with the latest trends and so does Zara offer.
Customer needs: To buy high quality clothing in order to reflect their status.
Product Mix Zara manufactures the products like clothes, shoes and accessories for Men, women and children.
Annually Zara produces almost 13000 different products
Price Mix As the concept of Zara was to provide quality products at a lower cost as compared to its rivals, so its prices are kept reasonable and matched to their competitors.
The prices of Zara are different for its different products.
Place Mix Zara is present in almost 85 countries and commercial stores 5693, in number.
Promotion Mix Zara started campaigning in different countries with utmost simplicity to attract the customers, deals with them in a great manner to attain their loyalty.
For the promotion of the company, they started focusing on internet searches and spend more time on that because internet is the best way to advertise at minimum cost.
Market Penetration The company is involved in production at Galicia, Spain.
Zara is selling its manufacturing goods almost about 22% in Spain, 20% in Asia & ROW, about 44% in Europe (excluding Spain) and 14% in America.
Market Development The company focuses in development by minimizing the hurdles occurred in the market.
Always aimed to enhance the brand value.
To focus on the demand of the customers.
Sales and Profit Net sales for 1H2012 reached €7.2 billion, 17% higher than 1H2011. Sales grew by 7%.
Gross profit reached €4.3 billion, 19% higher. Gross margin reached 59.6%.
EBIT reached €1.2 billion, 35%m higher than 1H2011.
THANK YOU Presented By: