digital marketing web competitor analysis
TRANSCRIPT
Digital Marketing Web Competitor Analysis
[Student Name]
[Course Name]
[Date]
Table of ContentsSlide 1..............................................................................................................................................4
Slide 2..............................................................................................................................................4
Cover letter..................................................................................................................................4
Project conducted.........................................................................................................................5
Competitor Company...................................................................................................................5
Slide 3..............................................................................................................................................5
Summary......................................................................................................................................5
Slide 4..............................................................................................................................................6
Competitors Website Effectiveness and Appropriateness...........................................................6
Approach- Lucrative/ Attractive..............................................................................................6
Slide 5..............................................................................................................................................7
Approach -Innovative..................................................................................................................7
Slide 6..............................................................................................................................................8
Approach-Effectiveness...............................................................................................................8
Slide 7..............................................................................................................................................9
Positioning of Alley Fashion.......................................................................................................9
Slide 8............................................................................................................................................10
Digital marketing Plan, Implication and Consideration for Zara Inc........................................10
Zara Inc. Digital marketing plan Implication............................................................................10
Slide 9............................................................................................................................................11
Slide 10..........................................................................................................................................12
Zara Inc. digital marketing plan Consideration.........................................................................12
Slide 11..........................................................................................................................................13
Slide 12..........................................................................................................................................14
Analysis.........................................................................................................................................14
References......................................................................................................................................14
Digital Marketing Web Competitor Analysis
Slide 1
The purpose of this assignment is to make a digital marketing web competitor analysis
between the Ally Fashion and Zara Fashion.
Slide 2
Cover letter
The purpose of this digital marketing web analysis is to make analysis of two competitor
companies which are Zara Inc. and Alley Fashion.
Project conducted
Digital marketing web analysis Alley Fashion
Competitor Company
I am performing the digital marketing web analysis of Zara Inc. The company I selected
for competitive analysis is Alley fashion. The concept brief was conducted for Zara Inc. and its
current approaches towards digital marketing plan. The prime purpose of this plan is to discover
effective areas for Alley Fashion in order to modify the web page and make it more attractive
and lucrative for the audience. The reason I have selected Alley fashion is to understand the pros
and cons in digital marketing strategy of Zara Inc. and learn the approaches and strategies that
are appropriate for improved and progressive digital marketing plan.
Slide 3
Summary
The purpose of this digital marketing web analysis is to make an analysis of two
competitor companies which are Zara Inc. and Alley Fashion. This assignment is based on two
parts. The first part of the assignment is based on the planning of digital marketing. Different
approaches have been adopted towards the attractive and innovative competitors. Attractive,
innovative, effective and positioning approaches of competitors play an
important role in the digital marketing of the company. The analysis of the digital
marketing is based on the two companies which are Alley Fashion and Zara Inc. the purpose of
the assignment is to discuss different approaches toward the digital marketing. Further in the
analysis, different considerations and implications for the marketing strategies are given. Zara
Inc. has a unique set of strategies that are being implemented for better sales and better outputs.
It is the main part of the digital marketing strategy to choose the marketing strategies that are
suitable for the company. Moreover, the main schemes for the appropriate usage of marketing
strategies are given.
The prime strategies of Alley fashion digital plan that mention in these
running notes are Lucrative/ Attractive strategy. Attractive strategy is the
most important tool of aggressive marketing strategy of digital marketing
plan. The main scheme of approaches and strategies mention in this
assignment is to focus on attractive approach, effective approach, innovative
approach and positioning merits and demerits of internet website to evaluate
the overall position of Zara and areas of improvement. Marketing strategies
are important to be followed as they play a sufficient role in the performance
of an organization. All the requirements of the assignment are discussed in
detail and a 10 pager presentation is also added in the requirement of the
assignment that gives a detailed analysis of the assignment.
Slide 4
Competitors Website Effectiveness and Appropriateness
Approach- Lucrative/ Attractive
Alley’s website is more distinctive, clear and objective as compared to
Zara’s web site. Innovation and information are making sparkling connection
on the front page. Celebrity endorsement and product variety in the home
page are providing complete assistance and eye catching impact of the
brand. The inclusive impression of the website is following a lucrative and
attractive approach. The upper half of the page is displaying an appealing
model with animated images of casual, formal and party dresses along with
company vision statement. Rest of the page is showing newly arrived outfits
in the fashion industry (Fashion). The overall picture of this page reveals
creativity and brand perception in an appropriate manner. The top bar on the
page consists of multiple categories that not only support visitors to search
their favorable area but also provide information about new trends and
fashion. The best part that fascinates me while analyzing the web page,
when I start surfing the title it starts changing and new categories like party
dress and causal start coming one by one along with catchy models. This
was pretty amazing feel and sounds like true shopping in a shopping mall.
Slide 5
Approach -Innovative
The page is cent percent fulfilling the conditions of innovative
approach. The products that are new, unique and leading the fashion are
displayed on the front page. The outfits displayed exhibit their pricing order
following deep centric innovative approach for product and price. Sales
sector, new arrival, trend and look good are the major segments of
innovative approach in the paper (Bucher, 2013). The social links are also
striking the clients on the front page. Get social with us and face book link on
the display picture are also supporting the innovative support. The 30% sale
discount on the front page is an attractive feature of the page. It is a genuine
experience of mall shopping for clients of this page. The lucrative approach
connection with innovative approach is distinguishing the page from its
competitors in the eye of clients and its first impression is so strong that
internet audience of fashion industry force to open this page on the top
priority (Fashion).
Slide 6
Approach-Effectiveness
The effectiveness ratio of this page is far better than the competitor and it is because it is
offering a complete package of digital marketing and product categories. It is important to have a
strong electronic link to display so many products in a web page. It is necessary for digital
marketing because nowadays the use of internet is becoming so obvious that people use to
connect themselves with “www” any time they need any information or update. Organization
with these technologies and techniques enjoy upper hand in the market (Edward, 2011). Zara is
not looking deep centric in that approach and thus left aside in the market though its products are
more successful in other markets. Digital marketing is more progressive media for organizations.
It is economical, quick and valuable source of marketing creates a distinctive distance between
successive and average organization. Zara is performing its role in that segment on regional basis
to compete Alley fashion and displaying its products in a competitive manner on its www link.
Slide 7
Positioning of Alley Fashion
Alley Fashion website holds the strongest link in the fashion industry digital marketing
across the globe, for a head when compared with the website of Zara Inc. The digital marketing
plays a very vital role in gaining the market leadership as it caters a large number of audiences of
limitless boundaries and it has rapid feedback from customers meeting the tastes of worldwide
customers. Digital marketing is also appreciable by marketing teams and management of
organizations in term of cost and budget allocation. It is a strong, effective and cheap marketing
tool for marketing the brand.
Slide 8
Digital marketing Plan, Implication and Consideration for Zara Inc
The digital marketing plan designed for Zara Inc. must fulfill some important tools and
tactics.
Zara Inc. Digital marketing plan Implication
Digital marketing of Zara Inc. should be trendier towards innovation and creativity
meeting the scales of modern era and regional context. The regional change and cultural change
brings diversity in the demand and choices of the audience. We must understand this
diversification in customer attitudes and taste and must follow correct strategies to counter these
effects in our digital marketing plan.
While designing the digital marketing plan the group members must follow the target
segmentation tool of marketing to assess the audience and approach to meet the cultural
diversification of audiences (Solmen, 2013). Upper class audiences are fashion oriented and
cautious, treated in a different manner to a middle class audience that is more focused on casuals
and low cost outfits. Digital marketing should segment according to the customer type.
Fashion industry is focusing on three major segments instead of various styles and trends.
Female, male and child are the major segments and digital marketing plan for Zara Inc. must
possess an element of interest for each segment.
Slide 9
For the successive digital marketing it is necessary to focus on high
internet surfing areas but the audience is not yet targeted or being targeted
by any competitor. Market niche strategy is the best suited strategy for
progressive internet marketing approach (Andrew, 2010). It is the strategy
that organizations follow to develop the own market or focus on empty
spaces within markets that can be targeted and generate more capital for
the company.
It is important for marketing organizations to reconsider their brand
values and highlight them on their front web pages like Alley Fashion. Well,
the methods of emphasizing brand values are higher in number but each has
different merits and demerits for adopting them.
For fashion industry digital marketing must be designed in a way
that fascinates the audience, makes them feel more fashionable, is updated
and a personal touch should be there while choosing the outfit and in the
meantime it shifts their mood according to the taste of thecompany.
Slide 10
Zara Inc. digital marketing plan Consideration
Online shopping is getting more and more into peoples’ lives
nowadays and internet marketing with unique attributes is catching online
audience towards new trends and styles. The website must provide a
distinctive tour to people who visit it as Alley has provided in its website but
it is lacking in Zara Inc’s. web page. More attractive and colorful page is
more fashion oriented. It will gain more attention of the online audience and
enhance the sales automatically.
Fashion industry is more focused on customer demand and
product USP (Cooper, 2011). Digital marketing provides complete
information about outfits, their designs and material used, shoppers have full
liberty to compare the style, quality, trend and price with other brands
available on the internet to get the best outfit that suits their personality and
minimum cost.
The major role in any successive digital marketing plan is not the
product at all. It is the brand perception and the message that the
organization conveys to their audience through their websites. The more
effective the message the organization delivers, the more the audience will
be attracted and hence improve the sale orders on the internet bucket.
Slide 11
Digital marketing has tools that customize marketing and this is the
prominent tool for internet shopping. People who shop through internet
mostly prefer customized and personalized shopping. Internet is the prime
source where people search products. It provides freedom, options and
variety of products to choose according to the wish of customers.
Competition in fashion industry is so steep that a little mistake or error
can demolish the whole image of the company. Another tool which is
“gamble strategy” can contribute as an effective player in the digital
marketing strategy. Alley fashion is facing a high ranked competition in the
market, though it cannot afford any mistake that can push the company in a
backword direction in the market (Ted, 2011).
Digital marketing is the most effective marketing segment in the
modern era. It is so fast, cost-effective and influential that it has become the
most essential ingredient in the overall marketing strategies of the
organization. It has a tendency to cater larger audiences without any
boundary limits and easy accessibility to customers views about products via
quick feedback. It is cost effective; under budget and easily affordable
marketing for organizations that have maximum results with minimum
investment.
Slide 12
Analysis
In order to make the digital marketing plan successful and boost the
sales Zara Inc. must consider all the above tools and strategies. The Alley
digital marketing plan looks compact and effective with all necessary
attributes that are performing their role to attract more audience than
another competitor. The display is also in an arranged manner and according
to the demands and requirements of trend and ongoing fashion thus it is
successfully adopting the approach of unique value of preposition. The
lucrative approach and innovative approach will assist organizations to
improve its marketing strategies and abilities in the digital marketing
(Bucher, 2013). Innovation, attraction and effectiveness will help Zara Inc. to
position itself in the right place in the digital marketing and support Zara Inc.
in acquiring more opportunities to have a successful digital marketing plan.
References
Andrew, B. (2010). Combining digital marketing and marekting mix.
ingredients of marketing .
Bucher, A. (2013). Approaches in digital marketing. Digital marketing
formulation and execution.
Cooper, H. (2011). The digital marketing importance in current business
environment. modern term of business.
Damien, T. R. (2013). online marketing strategies and tools to implement.
Marketing versus profits.
Edward, D. (2011). E marketing sources. Marketing Review.
Fashion, A. (n.d.). Retrieved from http://www.allyfashion.com/shop/
Lakshman, V. (2009). Digital marketing tools and tactics in organization
marketing stratgy. Marketing and Marketing.
Solmen, A. (2013). digital marketing strengths and opportunities. fashion
industry in Australia.
Stake, R. .. (2013). Online shopping in modern markets. fashion industry
revolving around.
Ted, R. (2011). online methods used for marketing and its strengths .
Internet and business.