Published by MBA Skool Team, Last Updated: January 07, 2018
Marketing Strategy of Zalora analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Zalora marketing mix, help the brand succeed.
Zalora marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Zalora Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Zalora Product Strategy:
The product strategy and mix in Zalora marketing strategy can be explained as follows:
As Zalora is present in South Asian Countries, the company focuses on trending fashion. It offers around 6,000 and more local and global brands. The life cycle of the products depends on the type of products if the product is in trending fashion its growth is higher than basic products and the maturity period is lesser than the basic products. The product line in its marketing mix is divided into two segments, for men, and women. The Zalora product line, which is offered in both the sections, is more or less same. The product lines are Shoes, Clothing, Accessories, Bags, Sports, Beauty, Muslim Wear (depends on the geographical behavior) and New in. There is the various depth of products in all the product lines.
Image: company website
Zalora Price/Pricing Strategy:
Below is the pricing strategy in Zalora marketing strategy:
The price strategy used by Zalora is premium pricing strategy because the company focuses on the trendy fashion items.
The products are decided according to the market condition and consumer behavior. The cost of these products is decided according to the competitors too.The total price of the product depends on the form where the customer is ordering the item, and it takes delivery charges according to that. Zalora offers a discount on off-season sales. The price of international brands depends upon the pricing strategy set by the competitors in the respective countries. So, the pricing strategy dependent upon the consumer behaviors in the respective south Asina Countries. It has private labels on many of the items, where it offers various kinds of discounts and price bundling with buying one and get one t-shirt, etc.
Zalora Place & Distribution Strategy:
Following is the distribution strategy in the Zalora marketing mix:
Zalora offers the best “touch-and-try” experience through an extensive 30-day return policy, a logistics infrastructure, a modern phone application, and a Fit Visualizer-enabled Website. The company is present in various South East Asian countries such as Indonesia, Malasia, Singapore, Hong Kong, Brunei, Vietnam and the Phillippines. The placing of products on the website as well as in mobile application is way too balanced. The company focuses on new trendy fashion clothes which need the supply chain management like ‘Zara.’ The operations throughout the region the company serves is sophisticated. Warehousing and logistics have all been built up region wise in every south Asian country Zalora is present.
This region wise way of operation channels and supply chain management help the company to cater to new demands and services.
Zalora Promotion & Advertising Strategy:
The promotional and advertising strategy in the Zalora marketing strategy is as follows:
Zalora focuses on both online and offline promotions. Being an online e-commerce site, it focuses on newspaper advertising, magazine article advertisements, TV Ads. Its word of mouth publicity speaks when any of its new product is launched in the market. The personal selling of trustworthy consumers made this company a brand. Its visibility on the digital platforms is doing quite well for the company. The promotion of Zalora is done on digital platforms also through Youtube ads, facebook page, e-commerce site, etc. The e-commerce platform helped the company to increase the market share.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Zalora.
Zalora has several business processes in place to ensure smooth business operations. The company allows users to select the brands, designs and clothes of their choice and add it to their cart. Once finalized, the order is taken and the goods are collected at the warehouse. Based on the address mentioned, the goods are delivered to the customers for which the payment is received online. The promise of Zalora also involves a quick delivery as well as free delivery over $50.
For a service organization like Zalora, the customers and employees are equally important. Hence the company take immense efforts in training staff to quickly help the customers and give them a good experience of the Zalora service, so that they can be repeat users.
Zalora, being an online fashion brand, has its website and app as its biggest physical evidence. Apart from this, the packaging, boxes, coupons etc also add to the physical presence of the brand. Hence this gives an insight in the marketing mix of Zalora.
Zalora is an e-commerce website founded in the year 2012 by Rocket Internet in various South East Asian countries such as Indonesia, Malaysia, Singapore, Hong Kong, Brunei, Vietnam and the Phillippines. The company is now expanding, and recently it got launched in two countries, Australia and New Zealand. The headquarters of this company is in Singapore.This website offers a range of over 6,000 local and international brands of apparel, footwear, accessories and recently it launched the segment of beauty products too. It offers the latest trends in fashion to the young target market of the South Asian Countries that are mentioned above.
Zalora mainly focuses on quality over quantity. It has a proper strategy team that carefully selects content products and limited styles product.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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