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Zara Product Positioning

731 Words3 Pages

Product positioning is placing a product in the mind of target consumers to appear as a clear, unique and desirable place in comparison with competitors’ products. Positioning is significant component in marketing as it is help to differentiated from one product or services from another and thereby giving consumer a reason to buy organization’s products or services instead of competitors’. The company positioned them as low cost brand and corresponds with the latest trend. According to, the editor of, a culture and fashion magazine, In order to satisfy customers needs, they care for maintaining the current trend and up to date fashion In order to position in the market, there are four marketing strategies; (1) Product strategy, (2) pricing strategies (3) placement strategies and (4) promotion strategies.
1. Product strategies
The target customers are mostly young urban market and high sensitive to the latest fashion trends in the industry therefore they are aware of the …show more content…

Its success has drawn the attention of competitors from the fashion industries for examples H&M and other industries. They adopted the strategy based on consumer trends and embracing the fast-changing taste of its customers. Their current competitors include other fashion retailers such as Uniqlo, and Mango try to follow Zara’s marketing strategy especially stock turnover and clothing design and pricing strategies. The organization does not only need to worry about imitative competitors who adopt the same marketing strategies but also other companies capturing significant market shares through different means. In order to combat these barriers, Zara can develop online retail strategies since Zara online store is currently only available to 21 countries. There are different differentiation strategies to adopt such as product differentiation, service differentiation, personnel, channel, and image

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