ZARA
- 1. STP ANALYSIS OF BY – KUNIKA GUPTA BABM4
- 2. • Spanish clothing retailer based in Arteixo ,Galicia • Founded in 1975 by Amancio Ortega and Rosalía Mera. • Flagship brand of £2.5billion holding group Inditex • World's largest apparel retailer • 6500 stores • 88 countries worldwide • Zara practices Fast fashion – trends move from run way to stores within one week, as opposed to months. • Zara has continually maintained its mission to provide fast , affordable, and fashionable items.
- 4. MARKET SEGMENTATION Market segmentation involves grouping your various customers into segments that have common needs or will respond similarly to a marketing action. Some different ways you can segment your market include the following; Demographics which focuses on the characteristics of the customer. Psychographics which refers to the customer group's lifestyle. Behaviour which is based on customer behavior. Geographical location such as continent, country, state, province, city or rural that the customer group resides.
- 5. MARKET SEGMENTATION • DEMOGRAPHIC SEGMENTATION • Women/Men • Aged 15-45 • Mid - Range Income • PSYCHOGRAPHIC SEGMENTATION • Interested in fashion Trends • GEOGRAPHIC SEGMENTATION • Stores in high population and traffic areas.
- 6. TARGET MARKETING Target market consist of a set of buyers that share common need that company decide to serve. There are three general strategies for selecting your target markets: Undifferentiated Targeting: This approach views the market as one group with no individual segments, therefore using a single marketing strategy. Concentrated Targeting: This approach focuses on selecting a particular market niche on which marketing efforts are targeted. Multi-Segment Targeting: This approach is used if you need to focus on two or more well defined market segments and want to develop different strategies for them.
- 7. TARGET MARKET OF Women / Men aged to 15-45 Fashion conscious, educated and relatively middle-class More for working people and more fashionable. Customers who are highly interested in latest fashion trends.
- 8. POSITIONING Positioning is developing a product and brand image in the minds of consumers. It can also include improving a customer's perception about the experience they will have if they choose to purchase your product or service.
- 9. POSITIONING Zara Follows ‘Democratize Fashion’ More fashionable compare to its competitors Follows strategy of low cost but high fashion Open stores and outlets that provide Zara experience at high profile location
- 10. COMPETITORS OF
- 11. High Style Low Style Low price High price
- 13. With ZARA , you don’t have to be a millionaire to look like a million dollars…..
- 14. THANK YOU