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