Posted: February 15th, 2022

Evaluation of current marketing strategy

Part 1 1800

1.0 Introduction 

The overall context would critically evaluate the marketing strategy of Mango Inc along with the other critical elements associated which driving its organizational performance over the period. Mango Inc. is a Spanish clothing brand founded in Spain co-founded by Isak Andic and Nahman Andic. The clothing brand of Mango is best known for its premium quality of fashionable apparel and other wearable accessories that can drive high customer satisfaction and brand loyalty across the globe. Over the years, Mango Inc. successfully held one of the top market leadership positions in the fast fashion industry as the brand attracted millions of customers each year with its transformational marketing strategy. The brand sells different types of apparel such as chic trousers, structured blazers, jewelry with limited quantity. The brand ensures the offering of the best quality of its products and services across the globe. 

2.0 Evaluation of current marketing strategy 

The fashion or marketing strategy of Mango Inc. involves using different social media channels, especially Facebook and Instagram, to market its clothing line. Within the social media strategy, The primary mediums of promotion that have been used by the brand are print media, electronic, social, and digital media. Often, the brand promotes its products and services by showing trendy ads on different magazines such as GQ and Vogue to attract people who love to read magazines or consume content through physical media. The brand broadly uses email marketing campaigns to target the customers, eventually making them turn into potential customers. Speaking in detail, the brand releases digital ads on Facebook and Instagram by showing the impressive design of fast fashion apparel with effective content marketing. The brand considered valuable keywords which help the end-users to search for the best fashion apparel which can fulfill the customer’s demands over a specific period. Effective copywriting content on its web platform, especially the social media platforms such as Facebook and Instagram, facilitates the prospective clients to transfer the email address. Therefore, the brand can target the customers through daily newsletters and email posts. The daily update of heavy discounts, supernatural gifts, and other experiential rewards increases the customer conversion ratio of the brand to a considerable extent. The brand then utilizes the influencer marketing strategy in the best possible manner based on the customer demographics, including geographic and behavioral segmentation. To be specific, Mango Inc. endorses celebrities and public figures based on the different geographical regions across the globe. The brand positioning can be made more robust in the minds of its loyal customers. With the help of Reddit and e-commerce sites such as Amazon and eBay, the brand gains regular feedback from the customers. The brand can improve its products of fast fashion apparel based on the global market trend over a particular period.

However, the brand effectively uses its e-commerce platform that includes its website and application by introducing user experience (UX) technology using Hover zoom. The UX technology lets the users or the site visitors experience a seamless and immense smooth expertise through which the visitors have greater clarity about the products they are looking for and can make the payment on an instant basis. Mango Inc. uses to view approach to show the weekly outfits introducing the public figures or other digital influencers. The brand uses its official music to increase customer engagement through the call to action (CTA) and hashtags. Thousands of people are invited to join the monthly digital event within the Mango community. Mango Inc. also uses yoga theme ads to show the ease of wearing the apparel of Mango, signifying the comfort and durability over a long period. However, it must be noted that the brand targets the higher-earning and upper-class categories of individuals. The consideration of the above statements indicates that the digital marketing strategy of Mango Inc. has been signed to drive the firm’s profitability and scalability over a specific period.

3.0 Analysis of customers and segments 

Mango Inc. targets customers who have higher earning potential and those who remain in the upper-middle-class income category. All over the world, Mango Inc. mainly targets young professionals and young people or individuals who are millennials aged between 18 and 25. The new collection of Mango Inc. that has been launched recently to the global market is aimed at adolescents aged between 11 to 15 years old. The target customers of Mango Inc. usually value affordable and good quality clothes but which has trendy features and has some of the finest collection of apparel to look for over the period. The customers of Mango Inc. love to stay updated about the recent fashion trends with no compromise on the quality of clothes that the customers are looking for in the global market. Stating about the customer segmentation that the brand follows to sell its products and services across the globe, Mango Inc. uses the vibgyor fashion style to target the customers in terms of its geographic, psychographic, and customer behavior factors. Mango Inc. uses a mix of geographic, demographic, and psychographic segmentation to meet or fulfill the market requirements of fast fashion across the globe. Speaking in detail, the geographic segmentation of customers is based on targeting the customers from different regions of Europe, Asia, North America, and South America. As the customers are found in various areas, the brand has to understand the customer behavior and their buying preferences for the clothing apparel to a considerable extent. The psychological segmentation of Mango Inc. is based on the impulsive behavior and compulsive buying behavior that the target customers of Mango Inc. have concerning strong fashion consciousness to buy trendy clothes and accessories in the particular period. The demographic segmentation of Mango Inc. enables the firm to target the customers based on age, gender, income status, nationality, and other related factors, which are crucial for Mango Inc. to offer the particular type of apparel to the end customers. Based on the demographics, the company targets men and women who are aged between 18 to 40 years old as well as remain much price-conscious with a high-income category. Mango Inc. uses the usage-based positioning strategy to highlight the customer-centric approach to fulfill the market requirements around the world. Considering the above statements, it can be said that the company of Mango Inc. successfully categorized the customers based on the different types of customer segmentation through which different marketing strategies are applied to the varied sets of customers all over the world. With the help of its customer segmentation, Mango Inc. was able to sell a million units of its fashion apparel to customers throughout the globe.

4.0 Analysis of Mango’s competitors and competitive advantage 530

Speaking about the different competitors of Mango Inc., some of the top fast fashion brands such as Zara, H&M, and French Connection. Speaking in detail, Zara is a fast-fashion brand based in Galicia, Spain. The company broadly specializes in fast fashion and products that involve clothing, accessories, shoes, and other wearable accessories. The digital marketing strategy of Zara is based on four fundamental principles, which are improvement of customer or user experience and exchange of the best values and beliefs between the company and the customers. As Zara is one of the largest international fast-fashion companies across the globe, the company broadly targets customers who are mainly aged between 18 years to 35 years old. Based on Zara’s marketing strategy, the brand makes the best use of the 4 P’s of its marketing strategy. The 4 Ps of marketing strategy involves the elements of product, price, place, and promotion. The brand successfully integrates these marketing strategies into the marketing mix, enabling the in-demand product or service to gain the competitive edge to promote the products and services across the globe.

H&M is another competitor of Mango Inc., a Swedish multinational clothing brand that has its stores across the globe. It is headquartered in Stockholm, Sweden. The brand is best known for offering the best quality clothing accessories to all age groups for customers with an affordable pricing strategy. This multinational retail clothing company targets customers in the middle-income group and upper-class income category. Like Zara, the brand makes the best use of the 4 Ps of its marketing strategy, which involves the elements of product, price, place, and promotion. The brand successfully integrates these marketing strategies into the marketing mix, enabling the in-demand product or service to gain the competitive edge to promote the products and services across the globe.

Stating about the competitive advantage of Mango Inc., the brand makes the best use of hyper-automation technology to produce the clothing accessories units as per the market demand with the consideration of its proper time and minimum production cost.  With the help of hyper-automation technology, Mango Inc. can produce the best quality of clothing apparel and other accessories such as shoes, jewelry, and other related wearable accessories. The hyper-automation combines the ability to detect all the devices through which the brands can understand the customer’s preferences based on the market trends. It further minimizes the configuration drift as well as identifies the vulnerabilities that are present in the information security system to provide the best transparency in the exchange of values between the brand and the users. Apart from that, the brand follows a vibgyor fashion style which involves offering a wide range of colorful apparel to the customers. The introduction of this vibgyor fashion style has led the customers to shift their buying behavior to purchasing new trendy clothes from Mango Inc. on a routine basis which in turn made them brand loyalists of Mango Inc. 

Part 2 1200

5.0 Marketing strategy analysis 175

5.1 Product rationale and explanation 175

Mango Inc. sells a wide variety of clothes and accessories to people aged between 18 to 40 years old across the globe. The brand has different clothing accessories for men, women, and kids, and infants, and that remains an integral part of the product marketing mix. As Mango Inc. is one of the leading brands in the fast fashion industry, the brand is majorly focused on teaching creativity and creating new trends in the market. The company of Mango Inc. has every set of clothing accessories starting from the top, jeans, skirts, sweat jeans, shoes, and other accessories such as sunglasses, bags, jewelry for women. For men, the company has different types of clothing apparel such as party wear, casuals, sweatshirts, polo shirts, and other trends in the market. In addition to this, the company has different sections for men and women for young, teenage boys and girls who are more fashion trend-conscious and can get the accessories at an affordable price.

5.2 Pricing strategies employed 175

The pricing strategy which Mango Inc. follows is a skimming pricing approach which implies that the company offers the products and services at a premium price. With time, the value of the fashionable clothes in Mango Inc. gets decreased as these clothes start to become less trendy, and thereby, the pieces of the clothing accessories are reduced to a significant extent. The fashionable clothes at Mango Inc. are offered to the customers at a higher price but without any compromise on product quality. This statement is backed by the fact that the company focuses on higher-earning income groups who will be found in big cities, primarily where the premium clothing stores are located across the globe. Compared to the rival brands like Zara and H&M, the company sells the products and services keeping a high margin of profits which in turn are used to conduct the market research, hyper-automation in product development, and expansion of its business across the international boundaries, especially in the developing countries such as India and Singapore. 

5.3  Promotional campaigns 175

The brand of Mango Inc. uses several media channels, especially Facebook and Instagram, to market its clothing line. Within the social media strategy, The primary mediums of promotion that have been used by the brand are print media, electronic, social, and digital media. Often, the brand promotes its products and services by showing trendy ads on different magazines such as GQ and Vogue to attract people who love to read magazines or consume content through physical media. The brand broadly uses email marketing campaigns to target the customers, eventually making them turn into potential customers. Speaking in detail, the brand releases digital ads on Facebook and Instagram by showing the impressive design of fast fashion apparel with effective content marketing. The brand considered valuable keywords which help the end-users to search for the best fashion apparel which can fulfill the customer’s demands over a certain period. Moreover, the company stretches its efforts more on content marketing as per the records. This promotional strategy resulted in a significant increase in the sale of clothing accessories over the years.

5.4 Distribution strategies 175

The company of Mango Inc. originated its first outlet in Barcelona in Spain. Therefore, they moved out from all the continents like some parts of Africa, every country in Europe, and South Asian countries like India, the Middle East, and America. In today’s generation, the company of Mango Inc. has a presence across the globe with more than 2200 stores in different cities, including Tokyo, New York, Sydney, Singapore, and other top cities of the world. Amid the Covid-19 pandemic, the brand has aggressively built its presence in its e-commerce platform by nurturing the user experience (UX) design and user interface (UI). The brand was able to attract millions of customers to its digital store in 2020.  In developing countries like India, the brand sold the clothing items exclusively through different e-commerce platforms such as Amazon and eBay in the best possible manner. Based on the distribution strategy, the multi-domestic approach helped the company gain valuable insights into some of the best marketing approaches through which the marketing performance can be improved.

6.0 Identification of appropriate marketing strategies 175

The brand considers several digital marketing strategies such as email marketing campaigns to target the customers, which can eventually turn them into potential customers. Speaking in detail, the brand releases digital ads on Facebook and Instagram by showing the impressive design of fast fashion apparel with effective content marketing. The brand considered proper keywords which help the end-users to search for the best fashion apparel which can fulfill the customer’s demands over a certain period. Effective copywriting content on its web platform, especially the social media platforms such as Facebook and Instagram, facilitates the prospective clients to transfer the email address. Therefore, the brand can target the customers through daily newsletters and email posts. The daily update of heavy discounts, supernatural gifts, and other experiential rewards increases the customer conversion ratio of the brand to a considerable extent. The brand then utilizes the influencer marketing strategy in the best possible manner based on the customer demographics, including geographic and behavioral segmentation. To be specific, Mango Inc. endorses celebrities and public figures based on the different geographical regions across the globe. The brand positioning can be made more robust in the minds of its loyal customers. With the help of Reddit and e-commerce sites such as Amazon and eBay, the brand gains regular feedback from the customers. The brand can improve its products of fast fashion apparel based on the global market trend over a particular period.

7.0 Conclusion 150

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