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Product or serviceCustomer ProfileClothingBabyKidsMenWomenAssessoriesMostly men and womenAdvertising: what makes Zara truly unique: the companyonly spends about 0.3% of sales on advertising, and doesn’t have much marketing to speak of. Consider that the industry average marketing spend for retail is 3.5%. But what appeals to customers is its exclusivity and the fact thatthe brand isn’t plastered on every billboard. Shoppers feel like if they buy a shirt at Zara, five other people won’t have that same shirt at work or school. The fact that thestore stocks little inventoryhelps with thatexclusivityfactor. There’s the sense of being in a cool kids’ club when thebrand stays underground in terms of advertising.TASK 4BObjective: To provide you with an opportunity to write a positioning implementation plan containing several options, in accordance with organizational requirements.Targeting: Due to Zara’s competitive customer research capabilities, its product offerings across its stores globally reflect unique customer needs and wants in terms of physical, climate or cultural differences. It offers smaller sizes in Japan, special women’s clothes in Arab countries, and clothes of different seasonality in South America. These differences in product offerings across countries are greatly facilitated by the frequent interactions between Zara’s local store managers and its creative team.Market Positioning:Fashionable, affordable clothesZara’s strategy is to offer cutting edge fashion at affordable prices by following fashion and identifying which styles are “hot”, and quickly getting the latest styles into stores. They can move from identifying a trend to having clothes ready for sale within 30 days (where as most retailers take4–12 months). This is made possible by controlling almost the whole garment supply chain from design to retail.Large choice of stylesZara produces around 12,000 styles per year (compared to the retail average of 3,000), which means that fresh fashion trends reach the stores quickly. A typical Zara’s customer visits the store 17 times