Significance of the Marketing Mix in the Creation of a Response to the Brand of Zara - Assignment Example

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Significance of the Marketing Mix in the Creation of a Positive Cognitive, Affective, and Behavioural Response to the Brand of Zara Student ID Number Course Title & Code Instructor’s Name Date Total Number of Words: 3,015 Table of Contents 1.0 Introduction ………………………………………………………………………… 3 2.0 About Zara …………………………………………………………………………. 4 3.0 Impact of Marketing Mix Stimuli on Consumer Behaviour ..................................... 5 4.0 Conclusion ………………………………………………………………………… 17 Figure I – Official Logo of Zara ........................................................................................... 8 Figure II – Sample of Zara’s Online Advertisement and Catalogue .................................... 9 Figure III – Samples of Zara’s Store Outlet .......................................................................... 13 Figure IV – Photo of Women Going In and Out of Zara’s Store .......................................... 14 Figure V – Sample of Sara’s Interior Design ........................................................................ 15 Appendix I – Summary of Zara’s Store Outlets Worldwide ................................................ 19 References …………………………………………………………………………….… 20 - 25 1.0 Introduction Consumer behaviour is one of the highlights of may scholars particularly in the world of business (Harmancioglu, Finney and Joseph, 2009). In most cases, consumer purchasing behaviour is pertaining to the study on how each individual responds to any form of marketing activities that can entice them to purchase a particular brand (Lake, 2009, pp. 9 – 13). Consumer purchasing behaviour is often classified as either planned or impulsive buying (Gutierrez, 2004; Hausman, 2000). In general, impulsive buyers is totally different from buyers who plan their purchases in the sense that impulsive buyers are more likely to project a more immediate unplanned purchases as compared to those buyers who are less impulsive (Tendai and Crspen, 2009). It means that majority of the impulsive buyers are often motivate in making their purchases based on their emotions. Rogers (1983, p. 15) mentioned that the theory of innovation diffusion can partly explain the purchasing behaviour of the public consumers. By learning more about the concept of diffusion of innovations, several authors have noted that the marketing personnel can benefit from a higher chance of success when selling and targeting a market for new products (Tyagi and Kumar, 2004, p. 150; Glaser and Montgomery, 1980). Therefore, product innovation related to product appearance, comfort and design is one factor that can trigger impulsive buying behaviour amongst the public consumers (Creusen and Schoormans, 2005; Fischer and Arnold, 1994). Other than the theory of innovation diffusion, several studies have noted that the concept of marketing mix (i.e. product, price, place, promotion) can also affect consumers’ cognitive, affective, and behavioural response (Faryabi, Sadeghzadeh and Saed, 2012; Karbasivar and Yarahmadi, 2011; Tendai and Crispen, 2009; Subrahmanyan and Gomez-Arias, 2008; Underwood, Klein and Burke, 2001). In relation to the brand Zara, this study will purposely examine the potential impact of marketing mix on consumer buying behaviour. The positive cognitive, affective, and behavioural effects of Zara’s advertising and branding strategies are significant within the global markets of fashion industry. As a Spanish fashion brand, Zara is very successful in the global fashion markets. For this reason, a lot of other fashion clothing companies are spending some of their precious time trying to analyze the secret behind the branding strategy of Zara. To give the readers a better understanding about this topic, a general background will first be provided with regards to the brand of Zara. Eventually, this study will focus on how different marketing mix stimuli such as products, brands, price, advertisements, point-of-purchase display could affect Zara’s target consumers’ purchasing behaviour. 2.0 About Zara Zara is a clothing company that serves the needs of men, women, the young adults and kids. Founded and established by Amancio Ortega Gaona in 1975, the management behind Zara was able to open as much as 1,671 retail store outlets all over 85 countries worldwide (Jones, 2012). (See Appendix I – Summary of Zara’s Store Outlets Worldwide on page 13) The Inditex Group is one of the largest and most stable market distribution groups in the global market. Given that the distribution management of Zara is being handled by Inditex Group, the company managed to become the second biggest international fashion companies all over the world (Zara 2012; Hall, 2011). As one of its competitive advantages, Zara can easily negotiate the market prices of its subcontracted merchandises. By doing so, the company can offer fashionable clothing designs at a more affordable market price (Hardman, Harper and Notaney, 2007). 3.0 Impact of Marketing Mix Stimuli on Consumer Behaviour There is a strong positive relationship between the public consumers’ personality traits and their purchasing behaviour (Tyagi and Kumar, 2004, p. 151). As a common knowledge, the product quality and design is one of the few marketing stimuli that can significantly influence the public consumers’ willingness to purchase a product. In most cases, the group of consumer innovators are the ones with a strong cognitive, affective, and behavioural responses to product innovation (Schiffman and Kanuk, 2007, pp. 514 – 520; Dowling and Staelin, 1994). Tyagi and Kumar (2004, p. 150) identifed the group of consumer innovators as one of the few small group of public consumers who are concerned with being one of the first few to purchase a unique product from the market. Because of desire to be unique and one of a kind, this small group of prospective consumers are the ones who are willing to take the risks in paying a premium price for their preferred items (Schiffman and Kanuk, 2007; Dowling and Staelin, 1994; Rogers, 1983). Peter and Olson (2005, pp. 96 – 98) explained the importance of gaining a full understanding behind the patterns of consumer purchasing behaviour within a constantly changing market environment. By learning more about the patterns of consumer purchasing behaviour, Zara will be able to successfully come up with an effective business and marketing strategy that contribute to the success of the company. For example, the product life-cycle within the fashion industry is very short (Stark, 2006, p. 17). Therefore, to be able to sell unique clothing to Zara’s target consumers, this company is purposely limiting their production of garments for each clothing design. By limiting the production of garments for each clothing design and improving the efficiency of its product distribution network, Zara is able to effectively control and manage the number of clothing that its target consumers is willing to purchase (Ferdows, Lewis and Machuca, 2004, p. 106). Aside from limiting the production output of each clothing design, Zara makes it a habit to changes the clothing displayed on its retail store outlets within a shortest span of two weeks (The Economist, 2005). This explains why Zara’s point-of-purchase displays are always effective in terms of inviting its target customers to visit the store more often. Since Zara is manufacturing almost half of its own fashion collection, this company is able to launch more than 11,000 new fashion designs on an annual basis (Ghemawat and Nueno, 2003). Zara’s decision to limit the quantity produced for each clothing desing allows the company to have the competitive edge of becoming a trend setter within the fashion industry. Even before other similar companies such as H&M and Esprit are able to produce the same clothing design, Zara is already in the process of selling an entirely new set of clothing design. Advertising is another significant part of the marketing mix. Advertisement is composed of a complex communication tools such as a combination of visual, texts, and sound that operates jointly to catch the attention of its target consumers (Pieters and Wedel, 2004). According to Vakratsas and Ambler (1999), effective advertisements are those ads that are able to influence the public consumers to purchase a brand. Eventually, through the use of effective advertising strategies, companies will have the opportunity to communicate their product to the market. Advertisements serve as a communication strategy that acts as stimuli in the public consumers’ cognitive, affective, and behavioural responses. For example, the use of red colour in the visual or text messages could somehow communicate and expresses strong emotional feelings on the part of the public audiences (Worchel and Shebilske, 1994, pp. 12 – 14). With regards to advertisements’ psychological impact, the use of negative emotions like anger or depression can make the public viewers feel detached with a brand. On the other hand, the use of positive emotions such as happiness, love, and job can extend positive affection on the part of the audiences. Therefore, it is common for advertisers to make use of positive emotions in establishing the value of a brand. Through the use of effective advertising and marketing strategy, it is possible on the part of the marketing managers to create a positive brand equity that can increase the popularity of the brand. Often times, brand equity includes either the company name and/or the company logo (Aaker and Keller, 1990). Depending on the success of marketing strategy used in the development of branding, brand equity can either add to or subtract from the customers’ perceived value over the companies’ merchandises. Effective advertising plays a significant role in establishing a strong cognitive, affective, and behavioural response of the public consumers (Kakiziba & Das Gupta, n.d.). However, not all advertisements are effective in terms of capturing the attention of the companies’ target consumers. In fact, there are also cases wherein advertisements are not effective in terms of allowing the public audiences to retain what they have seen or hear from advertisements. In line with this, Kotler (2003, p. 565) explained that each individual has their own way of decoding the information they see from an advertisement. To increase the chances wherein an advertisement can capture its target audiences’ attention, the advertisers should be careful in choosing the type of messages and communication tools they use for a given product and service. A brand is often closely related to the company logo. In almost all cases, the public consumers tend to purchase products wherein they can easily associate themselves with the positive qualities of the brand or has a positive experience with a brand (Fuchs, 2008). However, the process of changing or redesigning the company’s logo could somehow lead to a negative attitude on the part of the public consumers (Walsh, Winterich and Mittal, 2010). For this reason, Zara should focus on making its company logo effective in terms of developing a strong cognitive and emotional attachment with its target consumers. (See Figure I – Official Logo of Zara below) Figure I – Official Logo of Zara Source: Zara, 2012a Having a high-perceived brand quality and value is important since it enables consumers to differentiate a company’s fashion products from its competitors aside from giving its target consumers a reason-to-buy a wide-range of fashion clothing at a premium price (Aaker, 1991, p. 86). In the case of Zara, this company is using the basic and cost-effective advertising strategy in promoting its brand. As part of Zara’s branding strategy, this company is using effective advertising strategies such as the use of sexy celebrity models that are exclusively featured in the company’s online catalogues (Zara, 2012b). These online catalogues are readily available at Zara’s official website www.zara.com. Since the company website is accessible in different languages including English, Espanol, and Italiano among others, prospective consumers of Zara can easily develop a strong association with the brand. (See Figure II – Sample of Zara’s Online Advertisement and Catalogue on page 9) Figure II – Sample of Zara’s Online Advertisement and Catalogue Source: Zara, 2012a Source: Zara, 2012a Source: Zara, 2012a The perceived brand quality is intangible in the sense that it deals with the customers’ personal feelings with regards to being associated with a brand (Zeithamal, 1998). Depending on the customers’ personal long-term experience with the use of Zara’s clothing merchandises, people who uses Zara’s fashion clothing can either develop a high- or low-perceived brand quality. With regards to the customers’ perception of the brand quality and value, Zeithamal (1998) explained that a perceived brand quality is actually a component of brand value. In other words, the fact that Zara managed to develop a high-perceived brand quality drives its loyal customers to patronize the fashion clothing offered by Zara rather than from its other competing brands like H&M, Esprit, or Mango. Zara has been focused on positioning its brand as a fashion clothing designer and retailer that offers a high-sense of fashionable clothing line at a reasonable market price. As compared with the use of other fashion brands, this company is also focused on establishing a sexy retail fashion clothing environment that enables Zara’s target consumers feel “classy” and “sophisticated” (Manning-Schaffel, 2004). In the absence of marketing intervention, customer loyalty is about having a group of loyal customers who are most likely to re-purchase a product of its preferred brand in the future (Kamins, Assael and Graham, 1990). Because of Zara’s branding and advertising strategies, the overall customer satisfaction with the brand increases. This strategy also increases the company’s brand equity. Therefore, Zara’s existing customers tend to become more loyal to the brand. Unlike the other fashion clothing brands, the branding strategy of Zara is very much focused on capturing individuals who wanted to feel sophisticated in their own ways. Likewise, Zara’s fast moving merchandises indirectly invite most of its loyal customers to visit Zara’s retail store outlets at least 17 times each year (Castro, 2003). Since this company has been able to successfully establish a brand that is known for its ability to move merchandises on a fast-paced, the brand name “Zara” considered as one of the most influential brands within the global fashion industry (Fabrega, 2004). As a result, Zara became one of the most influential dictators when it comes to the latest fashion trend. Likewise, Zara was able to capture a large group of loyal customers who are willing to spend extra money in exchange with the brand personality that Zara has established for many years (Farhangmehr, 2005; Johar and Sirgy, 1991). As a fashion clothing company, Zara does not really invest a lot of money on advertising. On the average, the company is spending only approximately 0.3% of its annual turnover on advertising (Ghemawat and Nueno, 2003). Because of the positive customer experience that the public consumers are experiencing with the brand, Zara’s existing customers are the ones who voluntarily participate in spreading of a positive remark through “word-of-mouth” (Anderson, Fornell and Mazvancheryl, 2004). Because of Zara’s customers’ willingness to participate in spreading of a positive remark about the brand, the company is benefiting from having a better cash flow due to the absence of heavy and costly advertisement schemes. Instead of spending on significantly huge amount of money on advertising, this company is using a large part of its available fund in opening new store outlets or renovating some of its existing store outlets. According to Tendai and Crspen (2009), the ambiance within the store shopping environment plays a significant role in encouraging impulsive buyers to purchase at least one (1) item from the clothing retailer. For example, the store layout and the use of bright lighting, the use of realistic mannequins, and colourful store displays are effective in terms of attractive in the eyes of the public consumers (Creusen and Schoormans, 2005; Massara, 2003; Newman, 2003). The room temperature is important in terms of making the public consumers feel comfortable while inside the store (Newman, 2003) whereas the cleanliness of the store and present of soothing scent can add up to the overall customer satisfaction. Furthermore, the use of fast music can trigger the public consumers to make impulsive purchasing behaviour (Vida, 2008). (See Figure III – Samples of Zara’s Store Outlet below) Figure III – Samples of Zara’s Store Outlet Source: Fashion From Spain, 2009 Source: Forsberg, 2011 Cognitive state is referring to the mental state of each public consumer (Eroglu et al., 2001). Specifically the visual merchandises such as the point-of-purchase displays are considered as a very important marketing tools not only in terms of promoting the brand but also capturing the cognitive responses of the public consumers. In most cases, this can be done by effectively communicating the product quality via store image (Davies and Ward, 2005). Because of the cognitive, affective, and behavioral impact of point-of-purchase displays, Zara is more focused on improving the ambiance of its store outlets (Little, 2008; Manning-Schaffel, 2004). Specifically the research study that was conducted by Liao, Shen and Chu (2009) revealed that it is the large group of female consumers who often make impulsive purchasing behaviour. For this reason, it is common for Zara to include more female clothing as part of its point-of-purchase displays. (See Figure IV – Photo of Women Going In and Out of Zara’s Store below) Figure IV – Photo of Women Going In and Out of Zara’s Store Source: Google, 2012 As compared with spending money on advertisements, the top management behind Zara believes that heavy investment on its stores’ interior designs is more effective in terms of capturing its target audiences’ attention and allowing them to recall the brand. In fact, several studies explained that the store image of Zara combined with the cost of advertising and market price of Zara’s fashion clothing all equally contribute in creating brand awareness and brand associations amongst its target customers (Yoo, Donthu and Lee, 2000; Aaker, 1991). This explains why Zara is able to develop a positive relationship with its target consumers as compared to the other fashion brands like H&M and Mango. As a result, Zara is able to reach out to a more diverse market worldwide. (See Figure V – Sample of Sara’s Interior Design below) Figure V – Sample of Sara’s Interior Design Source: Lovelyish, 2008 Sales promotion is pertaining to the short-term incentives that a company can use to persuade its target customers to purchase a product (Kotler et al., 1999). In case Zara is left out with unsold items, the company may end up using price discounting strategies to stimulate the public consumers’ cognitive, affective, and behavioural responses. Basically, the use of price promotion can make the company able to communicate with their target customers (Ehrman, 2011). By creating customer value through price promotion, it is possible for Zara to build a closer customer relationship with its target customers. Conclusion The marketing mix stimuli such as product quality and design, brands, advertisements, and point-of-purchase displays should be designed and managed to influence a positive consumer cognitive, affective and purchasing behavioural responses. Upon analyzing the case of Zara, the secret behind the branding strategy of Zara lies on its ability to move its clothing designs from one store outlet to another. In general, the fast movement of its clothing items is possible as a result of limiting its production output and having efficient just-in-time manufacturing and delivery system. Because of the company’s ability to move its merchandises on a fast mode, its target customers are able to easily find the latest fashion design within each of the Zara store outlets. Therefore, Zara’s target customers are able to develop a positive cognitive and affective behaviour with the brand. Other significant factor that contributes to the success of Zara includes its decision to continuously improve the lay-out and interior design of its store outlets. By making its store ambiance more effective in terms of creating positive cognitive and affective responses from its target customers, the company can easily persuade some of the impulsive buyers to purchase a new item from one of the company’s store outlets. Because of the endless customer satisfaction with the product quality and brand association, this company is able to benefit from the long-term profit coming from its loyal customers. Due to the presence of loyal customers who are willing to advertise the brand via word-of-mouth, Zara is able to save a large sum of money from expensive advertising strategies. Appendix I – Summary of Zara’s Store Outlets Worldwide Africa Asia Europe North America South America Central America Caribbean Oceania 12 355 1088 122 75 10 4 5 References Aaker, D. (1991). 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