Marketing Essentials: Comparing Marketing Mix and Creating a Marketing Plan for Primark

This document discusses the application of marketing mix in different organizations, specifically comparing Primark and Marks & Spencer. It also includes a basic marketing plan for Primark to launch a new product. The plan follows the SOSTAC model and includes a SWOT analysis, mission, vision, objectives, and strategy.

Marketing essential

Contents
INTRODUCTION...........................................................................................................................1
TASK 2............................................................................................................................................1
P3. Compare the ways within different organisations apply the marketing mix.........................1
TASK 3............................................................................................................................................6
P4. Produce and assess a basic marketing plan...........................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the procedure of operating the business of a firm within a venture sells and
endorses its goods and services within the marketplace with the aims of satisfying the demands
and necessities of target people by offering commodities and services as per their needs.
Marketing essentials indicates to those aspects that enable in executing actions of marketing in
adequate manner. For the attainment of this written document, Primark is the company which is
considered. It is an Irish Fast Fashion retailer with headquarters in Dublin, Ireland (Kuntonbutr,
2019). It was incorporated in 1969 and operated its business in retail sector. The written
document will discuss about the application of marketing mix among the comparison of two
organisations. Furthermore, it will describe about marketing development plan in form of
attainment of business aims and objectives.
TASK 2
P3. Compare the ways within different organisations apply the marketing mix
Marketing mix is practiced with diverse areas that are running for diverse set of activities
and strategies that are used the organisation for promoting of goods and services of an
establishment. Also, it can be the amalgamation of aspects utilised to publish commodities and
services. In context of Primark, marketing is the procedure of putting by using effective cost at
right place with the assistance of utilising adequate promotion tools and methods. So that
consumers can reach to commodities and about them in easier manner with the purpose of
fulfilling their needs (Griffitts, 2015). The components of marketing mix contrast, supported to
the description of the key aspects that form influence on marketing that are demoted to as the P’s
of marketing mix. The description of the different factors of marketing mix of Primark and
Marks & Spencer in comparison form is as under:
Marketing mix Description Primark Marks & Spencer
Product It refers to the process of
conveying raw material
into final goods that
have some value and
worth for individual.
The respective
venture is one of the
leading retail sector
organisation which
has variety of
products from men’s
The product portfolio
of M&S in its
marketing mix is
wide covering items
for all age group be it
men, women and
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wear, women’s wear
children’s wear,
accessories,
footwear, home wear,
hosiery, beauty
products, tech
products and many
more (Piñeiro-Otero
and Martínez-Rolán,
2016). Along with
this Primark has a
new arrivals section
to involve target
audiences and to
make them curious
regarding the on-
going trends in
fashion and lifestyle.
kids. In clothing, the
venture offer Blazers,
cardigans, cashmere,
jeans, Shirts and
many more. Along
with they offer range
of foot wear
products, bags,
accessories,
innerwear, home
accessories, gift
items and food items
etc.
Price It indicates to the cost
that is set by the
management of
organisation for trading
the goods and services
of enterprise (Baker and
Magnini, 2016).
The product quality
of Primark is
arguably lower than
that of its
contemporaries. The
core competence is
its on trend
commodity with less
cost. The firm
manufactures simple
trends, produces the
most famous sizes
and thus uses
The management of
M&S consider
competitive pricing
strategy for its
products and
services. Basically,
these in house brands
are priced among
medium to higher
class cause of its
premium quality.
Along with this, the
establishment also
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economies of scale to
pull the costs down
for the final
customers. The
dynamic pricing has
assisted respective
venture to price its
commodities
according the
behaviour and
purchasing pattern of
the online visitors.
follows dynamic
pricing strategy
because during
seasonal time it
provides more
discount to get more
consumers (Piñeiro-
Otero and Martínez-
Rolán, 2016).
Place Basically, it states to
allocation and
distribution techniques
through which
consumers can reach to
products can reach to
products and facilities of
venture in easy form
(Zadnipranna, 2017).
The particular firm
operate its business
globally. It has
hundreds of stores
crosswise UK, USA,
Ireland and Europe
etc. There are prime
locations of these
outlets considering
places such as
Manchester,
Liverpool, Cardiff,
Belfast, Oxford street
and many more. The
firm has a sturdy
distribution channel
with approx 300
outlets crosswise the
globe.
The respective
venture has estimated
more than 1000
stores which operate
in more than 50
nations. M&S’s main
business is in UK
where the
establishment has
approx 850 outlets. It
operate its business at
global scale in
number of countries
like Spain, France,
Turkey, Ireland,
Hungary and many
others.
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Promotion It mentions to the
process and activity of
creating awareness
towards the produced
goods and facilities of
the business
establishment by
marketing techniques.
Primark is one of the
few brands which
does not option to
any kind of
promotion. It relies
on word of mouth
marketing
(Muralidharan and
Raval, 2017). The
rationale for this
could be lack of
talented employees,
digital marketers,
advertisers or budget
constraints.
The management of
M&S selects its
marketing strategy
very carefully so as
to align its
promotional
campaign with digital
marketing and in
store plan. In term of
endorsement of its
commodities, the
firm uses print
media, TV ads,
Mobile ads and social
media campaign.
Along with this, the
firm utilises its own
website to promote
its brand.
Process It states to the activity of
manufacturing,
allocating, promoting
and packaging goods
that are manufactured by
the business firm (Pike,
2016).
Primark has a strong
distribution channel
that assures timely
delivery but during
the peak hours, the in
store consumer
experience is
something to be
thought critically by
the top
administration. The
activity carried out,
M&S outlets can be
identified at mall, sub
urban areas. These
outlets are beautiful
and effectively
organised in
comparison to others.
The venture offer
effective services to
its consumers as they
can choose stuff and
there s a checkout
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considering the
consumer
knowledge, worker’s
training and on time
delivery has to be
developed.
counter where they
can pay bills. Along
with this, the target
people can online
buy through M&S
website.
People It indicates to those
individuals who make
their effective
engagement in
producing and many
more activities (Naresh
and Malhotra, 2015).
Within the particular
organisation, there
are estimated 70,000
workers that are
being paid similar to
the way its rivals. In
addition to this, it
targets teens and
young people with
the age group of 16-
30 years who are
fashion aware and
always ready to try
new and trendy.
In M&S, the key
people of the firm is
its employees,
consumers and
suppliers etc. Within,
respective
establishment, there
are approx 83000
employees who are
employed by it. Also,
the company has a
large customer base
due to operating its
business at
international scale.
Physical evidence It refers to the
touchable, tangibility
and physical framework
of goods, size, shape,
design and packaging
etc.
The biggest physical
evidence of the
respective enterprise
is its stores (Okumus
and Cetin, 2018).
Along with this the
firm use unique and
distinct packaging of
its commodities.
The number of stress
of the firm act as the
physical evidences
for the enterprise.
Additionally, it sells
variety of
commodities from
garments to home
accessories etc which
also act as the
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physical evidence.
TASK 3
P4. Produce and assess a basic marketing plan
Marketing plan
It is a document that considers diverse activities and actions that are arisen by marketing
department regarding a business enterprise of the production of products and services. It can be a
written report that review different strategies and plans can be accomplished its set aims and
objectives. It is significance to the company as with the assistance of management, it can design
and formulate vision, mission, business target, aim and goals of organization so that it can attain
its set aims in adequate form (Rancati, Gordini and Capatina, 2016). This plan can be framed to
Primark to launch it’s a new product “Home Appliances” that is developed by administration for
offering diverse type of commodities. The marketing plan in order to particular firm is defined as
under:
SOSTAC model
This framework is developed and formulated by P. R. Smith so that wider section of
business organisation can formulate business strategies and tactics for the establishment. In
Primark, this tool can be execute by the administration of the company during marketing
deliberation on improve individualistic transmission, strategies relate to the digital marketing and
framing an entire marketing plan for business enterprise. The explanation of this framework
regarding Primark is as under:
Situation- In it, the efficient situation determination of the ventures takes place. For this interior
and exterior business environment of the establishment is deemed (Kuntonbutr, 2019). For this,
administration of the venture can organise SWOT analysis that is as under:
SOWT analysis- It is a strategic technique that is utilised by business enterprise to
determine the extrinsic and intrinsic aspects of the venture that influence business of the
company. It can be a procedure of analysing the capabilities, weaknesses, growth options and
threats of the firm. SWOT analysis of Primark is as under:
Strengths Weaknesses
 Primark provides a variety of  The particular firm does not sell its
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commodities and all o it goods come
under five broad classes like women,
men, children, home and beauty.
 The respective firm is part of the
Ethical Trading Initiative. Some of its
main purposes are to centres on
worker’s rights, their products
manufacturing and work on labour
rights matters.
commodities online which affect its
sells and profits in negative manner as
well as arise as a weakness in this
digital world (Griffitts, 2015).
 Another main weakness of the firm is
that the venture does not advertise
whose benefits take by its advantage
over them.
Opportunities Threats
 The respective firm operate in Europe
and US, Along with this, by operating
in other nations of Eastern and Western
Europe, it can gain growth
opportunities.
 By exploring its product line in context
of sportswear which is one of the
fastest developing segment for
Primark.
 Competition which is occur by Zara,
Tesco, M&S, ASDA, Next and many
more in the particular sector is one of
the key issue which create risk and
threat of the company.
 In current era, COVID 19 pandemic
and crisis is one of the main threat
which affect the sales, profit and
efficiency of venture in unfavourably.
Mission- The purpose of the company is to offer consumers with immense quality, trendy basic
at value for monetary value.
Vision- The main motive of the respective venture is to pursue cost leadership and is committed
to offer high quality stuff to target people at low costs.
Objectives- It refers to the goals that are formulated and developed by the management of
company so that the organisation makes development in its business (Piñeiro-Otero and
Martínez-Rolán, 2016). The objectives that are designed by Primark are explained as below:
 To increase the sales of the firm by 5% within the upcoming 7 months with the help of
offering effective services.
 To develop the efficiency and market share of the business establishment by 6% within 8
months by offering quality products.
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 To enhance the 7% of the number of target audiences within 9 months by its adequate
services and commodities.
Strategy- It refers to the plan of action that is developed by the administration of the
establishment for accomplishing the set aims of the business enterprise (Baker, M.A. and
Magnini, 2016). In Primark, the management will design and form strategy for its new product
so that it can effectively attain its established aims and objectives. The strategy which can be
implemented by this firm is as under:
STP- It mentions to segmentation, targeting and positioning of the consumer as per
services and commodities accordant their demands. The brief explanation of this framework in
context of Primark is as below:
Segmentation- Within this, the management will make focus on the classification of the
market in small segment accordant to demographic, geographic, behavioural and psycho graphic.
As Primark is marked a value clothing retailer, clothing is most crucial and leading item in its
product portfolio follower by footwear. It marketing segments are evaluated on basis of clothing
and footwear. The management will segment its consumer on the basis of demographic so that
the product of home appliance can be offered.
Targeting- In it, the management of M&S can identify its consumer in classifying groups
that are interested in taking the benefits of goods. Within the firm can target its consumer on the
basis of age, sex, life style, income level and social status etc. For its home appliances products,
the administration of the venture can target female and male, interior designers and others.
Positioning- Under it, the management of the organisation can positioned and placed its
new home appliances products will be establish in the mind of consumers by effective
commodities similar to provide on discount, cash back and other kind of discount and offers
(Piñeiro-Otero and Martínez-Rolán, 2016). It will enable in getting attention of people and
empower them to take benefits of its home appliance product. This will assist in enhancing the
sales and increasing market share of the firm.
Marketing Budget
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Tactics- It indicates to those strategies and techniques which are utilised by the management of
the company to resolve short term issues. In Primark, the administration of the company can use
strategy to attain the business aims and objectives of the venture (Zadnipranna, 2017). With the
use of several plan of action the management of the firm can cognisant consumers with its
commodities and services. For example, in Primark, to familiar with the customer with its home
appliances, the firm can use different promotional tools like social media, web ads, newspaper,
TV and company websites etc.
Actions- This phase of this framework is considered with diverse plans which are needed to be
executed. In Primark, the administration of the firm selected different accountabilities and duties
to diverse workers so that establish goal of the firm can be achieved in granted time. It can be a
form through which a business firm can attain its establish aims in east way with the help of its
employees.
Control- Within this phase, the management of the venture administrate or manage the activities
of company. They analysed that strategies that are developed by them in order to enlargement of
venture with the help of home appliances product are efficient and work adequately (Pike, 2016).
In Primark, they can acquire feedback of their consumers on normal basis so that they can
administrate on the issues if they are occurred and analysed by its target audiences in managing
and resolving confronts that are impact venture in different manner.
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CONCLUSION
This has been summarised from the defined information that marketing essentials effective
tools and techniques which assist in managing and performing marketing activities of business
and establishment. By considering marketing mix strategy, the different aspect of this tool can be
analysed in context of organisation. With the help of effective marketing plan, the organisation
can design and make an effective planning regarding its business and products in more
developed manner.
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REFERENCES
Books & Journals
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Heidelberg.
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actions. In MBA (pp. 37-74). Springer, Cham.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International Journal
of Contemporary Hospitality Management.
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics and
actions. In MBA (pp. 37-74). Springer, Cham.
Zadnipranna, T.S., 2017. PUBLIC RELATIONS ESSENTIALS OF THE ABSTRACT
MARKETING VALUABLES. In Topical issues of contemporary science (pp. 168-170).
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Quarterly Journal of the National Productivity Council, 58(1), pp.107-114.
Pike, S.D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th international conference on tourism. International
Association for Tourism Policy (IATOUR).
Naresh K.. Malhotra, 2015. Essentials of marketing research: a hands-on orientation. Pearson
Education Limited.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management, 9, pp.340-346.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and measuring content
marketing in luxury firms: an exploratory analysis. In Global Marketing Strategies for the
Promotion of Luxury Goods (pp. 109-132). IGI Global.
Online
Primark Marketing Mix. 2020. [Online]. Available Through: <
https://www.mbaskool.com/marketing-mix/services/17734-primark.html>.
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Marks & Spencer Marketing Mix. 2020. [Online]. Available Through: <
https://www.mbaskool.com/marketing-mix/services/17122-marks-and-spencer.html>.
SWOT analysis of Primark. 2020. [Online]. Available Through: < https://howandwhat.net/swot-
analysis-primark-primark-swot-analysis/>.
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