ZARA
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Transcript of ZARA
ZARA
Riding two of the winning retail trends- fashion & low price
Introd. Abt the garment industry
Branded vs unbranded sector
Market share of branded vs unbranded in india
Introduction- zara
• Zara is the flagship brand of the spanish retail group, Inditex SA
• According to Zara clothes /stock is considered like food.
PORTERS 5 FORCE MODEL
SEGMENTATION
TARGETING
POSITIONING
• What positioning is it?
Pod, frame of reference
New product development process
DIFFERNTATION
BRANDING
4 P’S
PEST
Swot
Strategic competitive analysis
Branding strategies
Brand equity
Aida model
Competitive strategy
Classify firms by the roles they play • Leader.• Challenger.• Follower.• Nicher
INDIA – for zara entry
Cultural concerns
Launch in india
• Entry plan & target audience
launch
• Launch letters• Press relations• Symposia• Video news releases• Press kit• Formulary kit• Product monograph• Action plans per territory
• Gimmicks, posters, etc.• promotion
Post launch• Handling resistance• Post launch bulletin• Producing the Audio Cassette Training Program,
Post Launch Feedback• Revising plans• Celebrating successes• Selling tips• New ideas to reinforce messages• Interviewing happy users of new product• How to respond to Rep’s questions
Winning strategy
• Zara contributes to 80% of group sales• Zara uses this strategy– Short lead time= more fashionable clothes– Lower quantities=scare supply– More styles= more choice & more chances of
hitting it right
• Zara produces more stlyes than quantities • Zara makes 12,000 styles per year
• Thus, zara offers more choices in more current fashions than many of its competitors
• Twice a week it delivers merchnadise • Thus stores look fresh every 3-4 days• Fresh produce, moving in step with fashion
trend & updating frequently are the right ingredients which ZARA took to smell the sweet taste of success
Mechanisms which zara undertakes
• Ownership & control of production • Supercharged product development• React rather than predict• Quick –bake recipie• Information technology is boiling• Cutting down costs
4 important areas which gives Zara its speed
• Pic from doc
PRODCUT LIFE CYCLE
• TAKE from pdf file
Success diagram
• Take from pdf
It infrastructure
• Pdf pic
recommendations
conclusion