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KV's ChanakyaShaala® 

Zara and Management Astrology-1

Zara is the best retailing brand in the world. An interesting fact about Zara is that they spend little on advertising. Zara is in to fashion retailing and it is hard to imagine success in this Business without advertising. Venus is the planet in Management Astrology which rules Brand Equity. A strong Brand Equity is extremely important for high end Fashion retailing. Then how Zara managed to create a giant of a Brand without advertising? We often forget that Advertisement is just a small portion of Promotion. So, Venus can be satisfied by other elements of promotion also. Zara focuses its spending on opening stores near high-end retailers instead.  In retailing, place (one of the P’s of Marketing) is actually an extremely important tool of promotion and hence a key satisfier of Venus. Venus also operates in close proximity with its friendly planets to create a winning combination in Business. In our future posts, we will analyse how Zara managed to create a winning combination in Management Astrology terms. 

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