Course Title: Principles of Marketing

Instructor: Dr Ioannis Rizomyliotis

Assessment type: Final Exams
Date: 10 January 2024
Time: 08:00 – 23:59

NO CALCULATORS NEEDED

Zara, a leading fashion retailer, is renowned for its quick adaptation to market trends and rapid
product development cycles. However, with the evolving landscape of retail and e-commerce,
Zara faces the challenge of enhancing its marketing communications to maintain its market
position and appeal to its diverse customer base.

Despite having a strong brand presence, Zara's reliance on traditional marketing techniques is
becoming less effective in the digital era. The rise of online shopping, social media influence,
and changing consumer behaviors necessitate a more innovative approach to marketing
communications.

Zara decides to revamp its marketing strategy, focusing on digital transformation. They launch
a series of targeted social media campaigns, collaborate with fashion influencers, and leverage
AI-driven data analytics for personalized customer engagement. Additionally, they initiate an
augmented reality (AR) campaign in select stores to enhance the shopping experience.

Zara's new approach results in increased online engagement and positive customer feedback.
However, the company faces challenges in integrating these digital strategies with its existing
marketing mix and measuring the tangible impact on sales.

1. Discuss the potential long-term impacts of Zara's augmented reality (AR) and social
media campaigns on customer engagement and brand loyalty. How might these digital
initiatives influence the buying behavior of Zara's diverse customer segments?
Additionally, suggest other marketing communication tools that Zara could use to
enhance its digital marketing strategy and maintain the momentum gained from these
innovative campaigns.
(100% marks awarded).

Good Luck!!!
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