Zara Vs Mango

Résumé du document

A few Spanish companies have succeeded in imposing themselves into the clothes retailing market, internationally. Indeed, most Spanish companies in this market do not have sufficient income to expand internationally. However, some of them have succeeded, surpassing the difficulties they met. This is the case of Zara and Mango. Zara and Mango are two Spanish multinationals, competitors in the clothes retailing market. They are direct competitors, firstly, in their home market, and now internationally. We choose them because they are apparently similar, but have some important differences in their marketing strategies, such as advertising. Moreover, the situation of the clothes retailing market nowadays has allowed them to take even more comparative advantages and in their market share. Thus, we are going to study their uniqueness in the clothes retailing market, comparing them together and with their main competitors, and look at how they make their business a success. We will, first of all take a glance at the clothes retailing market worldwide, and then study their strengths and weaknesses, their marketing strategies, segmentation and positioning, and, finish with their marketing plan.

Extraits

[...] o Enlarge their product range. They could take advantage of the good consideration that the customer has about their aesthetics to expand their line of products for the women, offering make- up, hair accessories o Increase the speed copying the last tendencies. They should be faster copying tendencies, because there are a lot of competitors in this area, like Zara, H&M Bibliography Books Principles of Marketing (The European Edition) Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong Pearson/Prentice Hall. Hertfordshire. [...]

[...] MANGO Demographic Focus on women around 18-30, young, usually single, professional and any religion.[6] Geographic Mango operates in the five continents, focus on the European Market (domestic market) and pay attention to the geographical differences in wants and needs (look at Marketing Action plan, A map that reflects the presence of Mango all around the world is added in appendix D. Psychographic Mango focus on urban, modern, feminine, fashion-conscious, ambitious, trendy but sophisticated women, of upper middle class. Behavioural o Purchase occasion: special occasion. o Benefits sought: a distinctive product range that combines quality and durability with the latest trends at an accessible price. o User status: regular user o Occasion: for a casual wear that has a rather flirtier and feminine, slightly dressier. Also for formal wear for women workers, sportswear and sophisticated parties. [...]

[...] Extras (alterations) are often to be paid, like in many others chain stores, but it depends if it is due to an error of fabrication (free) or to you. MANGO Mango's price sensitivity is lower than Zara's because its product is higher in quality, prestige or exclusiveness. Therefore in this market the substitute products are very easy to find, you can choose one of the many similar brands. These brands have common products at similar prices. So we could consider that the demand of this market is elastic. And inside this market Mango is a bit more inelastic. [...]

[...] It makes a rigorous division between its products, in order to target its customers better. Consequently, it has different range for each kind of consumer: It has three ranges for women and men and two for children that are detailed in appendix E. Since a few years, Zara has also launched its home collections called Zara Home, which it begins to expand internationally. It consists of decorative objects and household linen that fit with Zara's spirit: all of them are very sober but contemporary and can adapt to every interior. [...]

[...] Indeed, Zara covers more segments but Mango targets higher social class people. Concerning the market positioning, Mango has older, more fashionable and richer target than Zara. As for a critical analysis for their marketing action plan taking main differences into account, we can say that for the product, they both have the same kind of products, even if not the same quality. The prices are an important difference between the two in that Mango is more expensive, relative to its quality. [...]