Regarding Adi Rosenkrantz’s Blog , that focused on the emotional branding of the Coca Cola’s company. Lots of big companies using this marketing strategy to build customer loyalty like Nike that is very successful on this strategy . The Nike logo even without the name of the company is one of the most popular and recognizable images in the world. Their logo it’s not only just an effective in design but also related to a meaningful concept by “Just do it” slogan. Nike gained most of their success by using sponsorship agreement with famous athletes like Michael Jordan to use their products and promote their design. This way of marketing is also used by other companies like Beats by Dre . Another important aspect of their marketing strategy is their clever commercials and advertisings. As we can see in Nike advertisings , the main message is about believing ourselves . So, whether you are the fat man that plays golf or an urban woman in America or a Muslim woman that wears hijab, you can feel these messages because you think you are smart and believe yourself and that is why their commercials are successful and can influence you.

In most of their advertisement they followed the same routine: first ,showing a challenge that people preparing themselves to be ready for being In the zone. Then, pointing the difficulties and toughness in this challenge and finally gaining a victory . This kind of marketing is helpful because that tells a universal story. Furthermore, the company does not just focus on the celebrities , also they show an ordinary people and even people who suffered from obesity because they are also can be successful for themselves and with this way, Nike can increase their customer segments and target everyone with different conditions. That’s why if you go to a nowhere in Africa or between kids from 5 years old , you can see the logo of Nike. The other reason that Nike wants to show these pictures because as Mainwaring said: “when you have an emotional impact on your customers , it will be in a direct proportion to the social impact and that lead to success in your business.”

Therefore , Nike does it to focus on sustainability and the marketing with aspects of CSR. The other feature in terms of doing sustainability is innovation that Nike is really successful in these part also by new technologies from 1971 like Nike Air, Tech Pack and fly knit and so on. They are introducing new technologies every year. With these combinations I think, Nike is a good example of a company with a successful marketing strategy.

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Citation:

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• “Coca Cola’s Marketing Strategy: Bringing People Together | Adi Rosenkrantz’s Blog.” Adi Rosenkrantzs Blog. N.p., n.d. Web. 30 Oct. 2016.
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• Digital image. N.p., n.d. Web. <http://www.unionroom.com/wp-content/uploads/2009/12/pacquiao.jpg>.

Http://www.cityofdreamsmacau.com/uploads/images/COD/Dining/starbuck/Starbucks_image4_cr.jpg. N.p., n.d. Web.

As I think about Starbucks , I just remembered the great smell of coffee and friendly atmosphere with free wifi that I enjoyed whenever I went there . As one of the loyal customers of Starbucks and Prakruti blog , In this blog, I want to focus on Starbucks brand positioning and their eCommerce . That is about how much is the brand powerful in customer’s mind. In the U.S, coffee is a pillar of the everyday life and they get used to consumption caffeine and sugar and It’s about 102 billion cups of coffee consumed every year in America so that means they target one of the popular products among people. I think the 3 major reasons that people choose Starbucks are :the coffee, the warm and friendly sellers and the experiences in the stores.Their target is people that want to get the best in quality and taste , Also Starbucks don’t just focus on the coffee they have different tea and cold drinks like Frappuccino that attracts children as well. In terms of points of parity, I can mention reliability that providing high quality and reliable products can affect the market share and about their points of difference I can mention their quality, experience , brand image and their new marketing decision in delivery system at end of 2015. In my point of view, that is a great endeavor for them but it is risky too because we want our coffee hot . The Green Apron is the first delivery system by Starbucks that it is just in New York now with 12000 employees .It is a good start if they can be on time in delivery it’s going to be a new generation in drink retailing system . They also provide a mobile app that with creating an account on it . You can order your products and pick up from the store and you can save lots of time . Furthermore, you can get points on every purchase and after getting points , they offer discounts and free drinks by these ways Starbucks can getting closer to the customers and make a more friendly relationship with them. Starbucks has valuable steps in terms of a new era of digital marketing . All of the companies should prepare themselves for shifting to eCommerce.

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Citation:

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Zara is a Spanish fashion chain stores ,   which is one of the largest international fashion brands of Inditex . Nowadays buyers want to see a new trends quickly . Therefore , the strategy of “fast fashion” make Zara successful and their operation management and supply chain are their competitive advantages. In that case, Zara have to manage 3 criteria : 1)decreasing inventory 2) increasing resource that we used 3) time overtaking. Their supply chain consists of 4 stages: First, the company buys fabrics in 4 different colors and then they can order what they need from suppliers that are very close to the factory. In next step, Clothes are ironed and packed. Finally the items are ready to delivered. The vertical integration of their production system enables Zara to have new items in all of the stores just between two or three weeks. In terms of managing inventory, the company figures out the quantity that should be delivered to one retail store. So, it allows Zara to deliver more but in small amounts. It means if a product does not sell well , these small number has been shipped and replaced with new ones. Delivery time influences the company image .with twice a week supply to stores , Zara is the best in fast fashion and just-in-time strategy. Another aspect that Zara consider is responding fast to the changeable demands and all possible variables like sales forecasting and weather conditions and so on. Zara’s distribution is quite expensive than other retailors and mainly works by planes and trucks and that is why they can delivered items in just 48 hours to stores so that can be their strength to have the newest models in comparison with other competitors and obviously it would be going to the first choice for customers . As the average spend per customer online was higher than stores , the company should focus more on E- commerce and its added value to Zara because enables customers to the new line of Zara products.

Zara proved a powerful supply chain in fast fashion industry and that shows by a close communication between designers and customers and their high speed in delivering items. In my point of view, Zara is successful by that speed and fast fashion and obtained lots of benefits such as increasing market opportunity and reduce all of the risks associated with forecasting and decreasing total costs.

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Citation:
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• Stevenson, Seth. “Zara Gets Fresh Styles To Stores Insanely Fast. How Do They Do It?” Slate Magazine. N.p., 2012. Web. 02 Oct. 2016.
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• “Zara Looks to Online Growth as It Cuts Store Sales Forecast.” Fortune Comments. N.p., 08 Mar. 2016. Web. 02 Oct. 2016.
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