ZARA WATCHES

Presented by: Mirza Adeel Baig

Qasim Nasir Butt
Arslan Sarwar
Zara Introduction
One of the biggest fashion clothing and accessories retailer in
the world.
Currently Zara has 1751 stores in 77 countries.
Zaras concept of Instant fashion is a big success all over the
world.
Zara production houses are in underdeveloped countries like
Portugal, Pakistan, Bangladesh etc. it will help Zara to take
advantage of low wage rates.
Zara is the only brand which is providing new trends in fashion
with the highest turnover at low prices.
Zara has designers working innovatively compared to its
competitors like GAP, H&M and others.
As like Zaras competitors it doesnt do any advertisement for
their product they just deliver their products directly to their
customers by selling it on stores. Reference article the Secret
of Zaras Success, Store Magazine.

Zara Watches Brief Description
High end wrist watches for Men and Women.
Specifically for trendy fashion following consumers.
Vibrant designs & colors.
Analogue with quality movement mechanism.

S.M.A.R.T Objective
Objectives For Profitability
To attain 15-20% return on capital within a year.
Objectives for Market Share
To acquire around 10% of market share among existing brands like,
Rolex, Gucci and Seiko.
Objectives for Promotion
Normally Zara do not spend lot of money on advertisement, they use
their expense on store locations, but in this case advertisement would
be primary source of promotion as product would be at initial stage of
business cycle.
As product is in initial stage of its development, so promotion will be
done by ATL mode, mostly vide TV advertisements to create aura of
our brands in the mind of Zara consumers.
ATL Advertisement to create the excitement among Zara consumers
about Zara watches.
To educate the market on the values provided by the wrist watches.
S.M.A.R.T Objective
Objectives for Growth
To increase the brand awareness in the mind of consumers till 50%
in next 6 months.
To promote the Zara wrist watches as rewards for Mens and
womens.
Objectives for Branding
To take strong traditional value of Zara brand as positive edge and
to make sure that Zara watches would carry the same message for
their consumers.
To build strong brand image by providing quality product well on
time.
Follow up on every aspect related to customer and try to resolve it
within 24 hours.

Zara watches Market Segmentation
The First cut: 20-35 year young trendy Men and women.
Reign: Germany
Urban & Sub-urban community.
Income: $25000 - $ 60,000/annually.
Age group: 25-50
Social class: Upper middle class.
Occupation: People having white collar jobs,
Businessmans.
Personality: Fashion followers, like to show off, trendy.

Target Market for Zara watches
Primary Target market would be Mens and Women's of
age 25-35 who have achieved success in their
professional carrier.
People who wanted to show their exclusive self.
Secondary Target Market would be The youngsters of age
18-25 years, who just have been graduated from high
school or college or university or maybe obtain a new Job.
Their parents or grandparents can gift Zara watch for their
achievement in life because parents or grandparents
probably be earning like $ 50 55 K per year and can
afford such a quality wrist watch for their children as they
are sophisticated and know the value of a quality wrist
watch.
Zara Positioning
High quality fashion following brand which an aspiration
for their consumers.
A replacement for cell phone users to watch time in a way
that Ill also give them a cool and fashionable look.
It would be status symbol for the successful professionals.

Differentiation
Product differentiation: High quality/Low price relative to
their competitors with Unique innovative designs timely
availability of the product.
Service differentiation: Zara as brand are very well
renowned for their high level of service.
Channel differentiation: Strongest distribution channel in
retail industry is also an edge for Zara watches.
Zara watches Perceptional Map:
Zara Marketing Mix
Product:
Exclusive, innovative, high quality watches.
Sophisticated analog designs.
Provide consumers a sense of achievability and enhance
their smart looks and charm.
Price:
Low price compared to their competitors.
High quality.



Zara Marketing Mix
Promotion:
Mostly ATL advertisement.
TV ads, Bill boards.
Social Media (Facebook, twitter etc.)
Placement:
Zara is one of the biggest retailers in the world operating in 84
countries and it has a huge network with 1,770 stores all over
the globe.
Their stores have already covered the prime locations in all
countries which can get the high attention of its consumers.
Their consumers can easily get Zara watches from any Zara
store in accessories section.

Zara Watches E-Business
Zara E-business strategy includes the following tools:
Website (www.zara.com)
Email marketing
Social media (Facebook, twitter etc.)
Newsletters
Press Release
Zara also have B2B setup to facilitate their consumers.
Advertisement Budget
TV 40%
Print Media
20%
Inernet
social
media 10%
Press
Release
5%
Newsletters
3%
Events 2%
THANK YOU!