continued growth

nicole guzzo

what is inditex? WHAT IS ZARA?

As ""cheap-and-chic"" shopping becomes more popular, Inditex and Zara continue to successfully market by focusing on the controllable elements of marketing: research, product, distribution, promotion, and price.

research

Research process

• Establish objectives - Find out which products are selling?
• Determine source of info - Consumers' behavior in stores
• Consider cost & benefits - High cost, yet productive results
• Gather data - Primary data from stores
• Analyze, interpret, summarize - What sells well? What flops?
• Communicate effectively - Tell the designers

product

PRODUCT

• “Fast Fashion” – To quickly receive and disperse products in order to keep up with the current fashion trends
• Adaption/accommodation
• Apple's iPhone app
• Cultural values -the importance of things and ideas

distribution

distribution

• Decided to start selling online in 2009
• Ability to integrate into the internet environment - basic adaption criteria
• Online stores - country by country

promotion

promotion

• Brands itself as a trendy, inexpensive clothing store
• Aesthetics as symbols - product styling, advertisements, and package designs must aim to be aesthetically pleasing
• Fierce but not unfriendly
• Aesthetics as symbols - product styling, advertisements, and package designs must aim to be aesthetically pleasing

Price

price

• Production process that begins by setting the final price of the product and working back to the most-efficient production
• Set prices for a certain demographic
• Cost 40% more in U.S. than in Spain
• Must focus on consistent brand image

recommendations

international market research

• Economic and demographic information
• Cultural, sociological, political climate
• Overview of market conditions
• Summary of technological environment
• Competition

continue to adapt

Uphold brand image

concepts, terms, & ideas used

• Controllable marketing elements: research, product, distribution, promotion, price
• Six step marketing research process
• Primary sources of data

concepts, terms, & ideas used

• Importance of adaption
• Cultural values
• U aesthetics as symbols

Bibiliography

• Cateora, Philip R., Mary C. Gilly, and John L. Graham. International Marketing. 16th ed. New York City: McGraw-Hil Irwin, 2013. Print.
• CASE 3-4: Continued Growth for Zara and Inditex. 2011. Print.

CONTINUED GROWTH