Beruflich Dokumente
Kultur Dokumente
Chandan Kumar
Joseph Kissan Jyoti
Tushar Joshi
Sruthi Vempa
PROBLEM STATEMENT
● Started operations in India in 2010 but has not been able to capitalise its
brand recognition
● Has only 20 stores all over India
● Market Share of competitor brands is a lot higher
● Non-existent brand loyalty despite high sales and regular buyers
● Being unable to understand the Indian Market
PRODUCT
● Being coca cola of the fashion industry Zara has a huge craze among fashion
enthusiasts.
● In India Zara lacks seasonal varieties of product collections.
● Need to integrate and innovative modern designs with local traditions.
● Zara gives out their products in paper or biodegradable plastic bags.
● Zara uses ecological fabrics like organic cotton in the production of some of
their items.
PRICE
● Zara has premium marketing strategy and it targets consumers in the upper
middle class of the society and accordingly prices it's products.
● Zara’s prices are country specific. The tagging on their products are done
locally in each respective market.
● Zara sets market-based pricing strategy which sets the target price consumer
is willing to pay.
PROMOTION
Targeting
● Target market of ZARA include women and men aged 15-45 years who are
educated and professionals with mid-range to high range income.
● They target people who are mostly fashion conscious and interested in the
latest fashion trends.
POSITIONING
● Usage-based positioning strategies are used by Zara to highlight its
customer’s centric approach to satisfy the changing fad needs of the
customers around the globe.
● Zara knows that its customers want new and updated trends and accordingly
it targets customers based exclusively on its designs.
SWOT ANALYSIS