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.