BCM – Zara

 Brand Positioning
Target Market: Zara’s target is young costumers because it is the main customer group,
especially millennials. Because Zara likes the latest models at affordable prices but still
with uncompromising quality.

Positioning: since-then Zara has managed positioned itself as a stylist, affordable and
quick-changing fashion brand for the younger generation.

Main point-of-parity: international recognized European brand and Prime retail location

Points-of-difference: quick changes of products every two weeks and already in store,
Zara never runs ad campaign, Zara don’t order more stock in.

 Brand Resonance

Salience:
 high brand awareness in the market
 Zara’s brand name and eye-catching window display
 Depth of Awareness

Imagery:
 Value associated with Zara include ‘modern’, ‘trendy’, ‘high fashion’, and ‘sharp’

Performance:
 Reliability and Durability: Zara is known for the quality of the clothes they sell.
 Style and Design: Zara offer customers the latest and most fashionable items.
 Service Effectiveness: Zara does not focus on its resources on in-store service. Well-
received exchanged which allows customers to get back full refunds for purchased
products according to Zara’s refund policy.

Feelings:
 Fashionable
 Presentable
 Elite
 Social Approval
 Conventional

Judgements:
 Well-known brand
 Holds a great margin in the market
 The quality of Zara products is decent, in terms of comfort.

Resonance:
 Loyal customers through constant purchases
 Great online customer review

 Marketing and Channel Strategy

Some of Zara’s marketing that they have done:

Printed poster display inside shops and attempt to promote new line of jeans, they
actually never run ad campaign and Zara does not actively engage through social media.
It rather uses a light approach by posting infrequently.
Integrated Marketing:
 Some time ago Zara post an integrated marketing campaign called “people” let’s
pick your item, post a photo with you in it or without you on their website.
Relationship Marketing:
 Zara has known to be successfully adopting this relationship marketing strategy to
enhance its brand and keep updated with its customers. Zara always tries to
deliver one consistent message that in its business strategy, they concentrate all of
its efforts on serving and satisfying customers, in the other hand Zara also adopt
its strategy to serve different customer target segment differently. Zara has created
long lasting and mutually beneficial relationship with their customers, they also
efficiently compile information about its customers based on their purchase and
other demographic characteristics, determines their customers like and dislike,
and predict their future behavior.
Zara Distribution Channel
Zara does not use outsourcing on its distribution, they own factories, and aircraft
transport to deliver once production is completed, also design and manufacturing all
under their control.

Zara Marketing Channel

Zara never do advertisement, they only relies on unique store location and word of
mouth, part of their word of mouth marketing is using their Zara packets as a form of
advertising and communication with consumers.

 Brand Communication
Zara has social media and website but they rarely ever engage in social media only
infrequently post few pictures.