Saturday, August 24, 2019

Winning Marketing campaign for ZARA Jacket Essay

Winning Marketing campaign for ZARA Jacket - Essay Example During the initial phase of pre-launch, ZARA will try to generate curiosity among the target market so that they are looking forward to get involved in activities arrange by the brand. In order to inform the customers about the latest offering, advertisements will be placed in leading magazines and Television channels. Moreover, E-marketing will be done so that the online customer base can be provided with the appealing offerings. Finally, the concert will be arranged after a month of the launch so that all other brands of Inditex are promoted simultaneously. Also, customer’s feedback will be sought to be assured that the unique product meets their expectations effectively. The concept of ZARA belongs to ‘Inditex’ Group, established by the company in year 1975 by Ortega Gaona in A Caruna, Spain. The group is recognised globally for offering eight store formats for the shoppers i.e. ZARA, Pull & Bear, Stradivarius, ZARA Home, Uterque, Massimo Dutti, Oysho and Bershka (Inditex, 2013a). The competitive edge of the group lies in its differentiated business model which has two cornerstones i.e. flexibility and innovation (Inditex, 2013b). The success of the marketing campaign is highly dependent on tools utilised by well-known experts for conveying the right message (Keller, 2012) and persuading them to trying out the new offering instantly (Kotler & Keller, 2012). Although ZARA has been able to attract a large number of customers through prevailing marketing tactic but it is considering other options as well. As the fashion industry is getting competitive due to increasing number of companies and cost effective opportunities for apparel production (Pani & Sharma, 2012), it has become imperative for the companies to employ the best measures for strengthening their stakes (Hemphill & Suk, 2009). Considering the global fashion industry, it is observed that the leading brands are making effective use of four marketing practises i.e. Television

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