Zalora Marketing Mix analyzes the brand/company that encompasses 4Ps (Product, Price, Location,

Promotion) and describes the Zalora marketing approach. There are many marketing tactics, such as
product/service creativity, marketing spending, customer engagement, etc., that have allowed the brand
to expand.

Products are determined on the basis of business dynamics and customer behavior. The pricing of these
items shall also be determined on the basis of the competitors. The net price of the goods depends on the
manner in which the consumer buys the item and takes the shipping costs accordingly. Zalora provides
off-season clearance discounts. The price of foreign brands depends on the selling policy set by the rivals
in the respective countries. As a result, the pricing policy relies on customer behavior in the respective
countries of southern Asia.

Zalora focuses on online and offline deals. Being an online e-commerce platform, it focuses on
newspaper advertisements, magazine article advertising, TV Commercials. Its word of mouth advertising
talks as any of the latest goods was released on the market. The personal sale of trustworthy customers
has made this business a name. Its visibility on digital media is doing a good job for the firm. Zalora
advertising is also carried out on digital channels through Youtube advertisement, Facebook page, e-
commerce portal, etc. The e-commerce website has helped the company grow its market share.

MBA Skool Team (2020). Zalora Marketing Mix (4Ps) Strategy

Shanthi & Kannaiah (2015) found out that a person's preference for purchasing a product, both online
and traditional, is influenced by the personality factor possessed by that person. Therefore, consumer
shopping preferences are interpreted as the tastes of the consumers measured by the perceptions of
the usefulness and benefits of the products offered (Guleria et al., 2015). Shopping preferences are
connected to someone's shopping methods and are not influenced by consumers' purchasing power.
This generally impacts purchasing decisions. The focus in understanding consumers is the key in
retaining consumers and making it loyal to the seller.

Influence of Product on Consumer Preference

A product as described by Kotler and Armstrong (2006) is “anything that is offered to a market for
attention, acquisition, use or consumption and that might satisfy a want or a need.” Aside from the
physical product itself, there are elements corresponding with the product that customers may be
considering and be attracted to, such as the way it is packaged. Other product attributes include product
quality, features, options, services, warranties, and brand name. The product’s appearance, function,
and support impacts on the preference of the consumer when it comes to purchasing.

According to Grewal and Levy (2010), when a firm has finally identified and assessed the different
growth opportunities available in the market, the final action of planning and executing the marketing
strategy begins. This will help in determining what to do, how to do it, and how many resources should
be allocated to the process of implementation.

Branding
According to Miletsky (2009), a brand is a specific characteristic or a unique quality that determines one
product from another. It can also be classified as an identity that a company, product, or service has
retained over time.

Branding is an essential part of a product. It is very hard for a consumer to recognize a product without a
brand name or brand identity. The brand commitment and the brand performance should always be
aligned. It does not make sense to have a poorly branded/high quality product or a superior
branded/poor quality product as the customer will end up being dissatisfied by either one or them. For
this reason, it is important that the branding should be patterned with the product so as to build brand
decency and product reliability.

Brand preference is considered as a key step in consumer decision making, involving other elements of
choice. In establishing brand preference, consumers contrast and rank different brands by focusing on
their authenticity defined brand preference as “the extent to which the customer favors the designed
service provided by his or her present company, in comparison to the designated service provided by
other companies in his or her consideration set,” with a consideration set referring to brands that a
consumer would consider buying in the near future (Jin & Weber, 2013).

Branding functions as a signal. It allows consumers to quickly recognize a product as that they are
familiar with and one that they like. It allows consumers to regain relevant information from their
memory. Brands that are recognized more immediately and easily are preferred more and ultimately
more chosen (Reber et al, 1998, Winkielman et al, 2000).

Usually, consumers will tend to go for a brand that they consider identical with their self-image. In this
particular way each consumer on a personal basis will try to reflect his or her own identity through
choice. (Catalin, Andreea, 2014)

Packaging

Packaging is one of the most evident features of a product. It is the first thing that consumers see even
before they recognize the brand or the quality of a product. It directs consumers’ perception of the
product’s price positioning. A product with an ugly or poor packaging will automatically be concluded to
be cheap even if the product itself is of high quality.

Packaging plays an important part in containing the content of the product, hence keeping and
maintaining the quality of the product. Other benefits of packaging include offering convenience to the
consumer and allowing proper storage of the product once purchased Kerry & Butler (2008).

According to Young and Pagoso (2008), “Packaging enables effective communication to both the
consumers and the people, including the government that strictly requires specific product
requirements. It conveys information to the consumers such as revealing of product components and
directions on how to use the product.

Packaging provides the manufacturer with the opportunity to persuade target buyers prior to brand
selection, because shoppers are exposed to packages just as they are in other forms of promotion. Also,
consumers can easily solve the challenge of visually assessing volumes incorporated within a variety of
shapes because most product labels provide the information via packaging.
 Giles (2000), also indicated that, “Although the consumer will want to know the benefits of the product,
and the design of the packaging will add to the attractiveness of the product, more primarily the
consumer will want to know exactly what the product is and what is in it. The consumer will anticipate
the information on the packaging to provide answers to numerous inquiries.

Price

The understanding of prices has a significant influence on the consumer's decision to buy a product. The
perception of prices explains knowledge about the commodity and offers customers a fundamental
meaning (Kotler and Keller, 2016).

Price is therefore an important factor in the decision to buy, particularly for goods that are regularly
bought, which in turn affects the choice of which store, product, and brand to patronize (Faith and
Agwu, 2014).

Consumers are very rational when it comes to deciding the benefits they get from buying goods or
services they pay for (Al-Mamun and Rahman, 2014).

According to Tjiptono (2008), price is an important factor as it influences the image and positioning
strategy of the brand. Consumers prefer to equate prices with commodity levels in such a manner that
the perceived high price represents high quality and vice versa. In addition, Buehler and Halbherr (2017)
concluded that price is one aspect that helps boost brand awareness.

Quality

Furthermore, the relationship between both the quality of the product and the value of the product can
not be underestimated, since the higher the perceived quality of the product in comparison to the price,
the higher the perception of the value of the product. When the buying moment inevitably rolls around,
the customer's view of the quality of the goods surpasses that of the primary cost motive. This means
that when it comes to the time of buying, the quality of the goods would be overtaken by the original
purpose which was the cost factor.

In defining the consistency of a good product, Ferrell and Hartline (2013) emphasize that "The
characteristics of the product that customers associate with quality include reliability, durability, ease of
maintenance, ease of use and a trusted brand name." After all, it is very clear that one of the key factors
that consumers purchase goods is to benefit from or please them. It's because of this basic fact that
consistency is one of the most important facets of a commodity that consumers appreciate.
INFLUENCE

Kotler, P. & Armstrong, G. (2006). Principles of marketing. New York: Pearson International.

Grewal, D. & Levy, M. (2010). Marketing. New York: McGraw-Hill/Irwin.

BRANDING

Miletsky, J.I. (2009). Principles of Internet Marketing: New Tools and Methods for Web Developers.
Massachusetts: Cengage Learning.

Jin, X., & Weber, K. (2013). Developing and Testing a Model of Exhibition Brand Preference: The
Exhibitors' Perspective. Tourism Management, 38, 94-104.
http://dx.doi.org/10.1016/j.tourman.2013.02.018

Cătălin, M. C., & Andreea, P. (2014). Brands as a Mean of Consumer Self-expression and Desired
Personal Lifestyle. Procedia - Social and Behavioral Sciences, 109, 103-107.
http://dx.doi.org/10.1016/j.sbspro.2013.12.427

PACKAGING

Young, F.C. & Pagoso, C.M. (2008). Principles of Marketing. Manila: Rex Book Store.

Giles, G.A. (2000). Design and Technology of Packaging Decoration for the Consumer Market. Sheffield:
Sheffield Academic Press.

Kerry, J. & Butler, P. (2008). Smart Packaging Technologies for Fast Moving Consumers. Goods. Sussex:
John Wiley and Sons.

PRICE

Kotler, P. and Keller, K.L. (2016). Marketing Management. 15ed. New Jersey: Pearson Prentice Hall

Faith, D.O. and Agwu, M.E. (2014). A Review of the Effect of Pricing Strategies on the Purchase of
Consumer Goods. International Journal of Research in Management, Science & Technology, 2 (2), 88-102

Al-Mamun, A. and Rahman, M.K. (2014). A Critical Review of Consumers’ Sensitivity to Price: Managerial
and Theoretical Issues. Journal of International Business and Economics, 2 (2), 01-09

Tjiptono, F. (2008). Strategi Pemasaran, Edisi 3. ANDI: Yogyakarta

Buehler, S. and Halbherr, D. (2017). Selling When Brand Image Matter. Journal of Institutional and
Theoritical Economics, 167 (1), 102- 118

QUALITY

Ferrell, O.C. & Hartline, M. (2013). Marketing Strategy, Text and Cases. Ohio: Cengage Learning.

first para:
Gulera, D. & Parmar, Y.S. (2015). A study of consumer preference for smartphone: A case of Solan town of
Himachal Pradesh. International Journal of Management Research & Review, 5(3), 1-20.

Shanthi, R. & Kannaiah, D. (2015). Consumers' perception on online shopping. Journal of Marketing and
Consumer Research, 13, 14-20.

Zalora:

https://www.mbaskool.com/marketing-mix/services/17569-zalora.html