Introduction to Marketing Insights: A Case Study of Primark

This presentation provides an overview of marketing insights and how it applies to Primark, a leading fashion company in the UK. It covers Primark's market segmentation, position in the market, and 7Ps of marketing mix. The presentation concludes with recommendations for building a strong brand image.

INTRODUCTION TO
MARKETINGS INSIGHTS

Table of content
 Introduction
 Company overview
 Explaining how Primark segment market
 Position in the market against other fashion brands
 Discussing 7Ps of marketing mix
 Conclusion
 Recommendation

INTRODUCTION
 Marketing insights is defined as procedure of developing and collecting deep comprehending
of customers, competitors and a sector where a company conduct initiative to build strong
brand image (Das and et.al., 2021).
 The current presentation will be based on Primark , which falls under the category of leading
fashion companies in the UK.
 The aim of chosen firm is to enhance its customer’s satisfaction and retain them with existing
buyers.
 Primark is one of those fashionable brands that provide quality products and satisfactory
services to customers.

Company overview
 Premark ltd is a UK based organization which is engaged in
fashion industry.
 The entity set up its first sore in northern Ireland in the year
1971 then it started expansion and in mid of 2000 it has grown
in UK.
 In the fashion business line it is one of the most cherished name,
serving a vast group of people with better quality and services.

Explaining how Primark segment market
 Primark segment the market in retail industry in appropriate and systematic manner, in term of
using segmentation, targeting and positioning strategies, which is quite essential for organization
and its administration to do so (Cortez, Clarke and Freytag, 2021).
 It may utilize multi-segment strategies such as psychographic, behavioral and demographic
segmentation tactics, which enable firm to choose potential target audience, whom it provides or
sell its quality products successfully.
 It may target people on the basis of region, density, age, gender, occupation, income, lifestyle,
personality and education.

Position in the market against other fashion brands
• In the retail market, Primark may do not hold good position, which
unable firm to gain competitive advantages and tough competition to
other brands in the sector.
• The organization is practising “Positioning based on quality”.
• For ensuring better position in the market the entity is emphasizing on
hiking its quality of products so can make the position solidified.
• The products are made available on lower prices with higher quality, at
the same time other fashion brands are paying attention to positioning
based on price which brings difference with respect to the positioning
plan of the entity.

Discussing 7Ps of marketing mix
 There are different types of tools and concepts available in the world of
business that applied in the context of varied companies.
 Product- the entity is providing good quality fashion products.
 Price- It is having price leadership model to offer best prices.
 Promotion- both traditional and modern techniques are being used.

Continued…
Produc
t
Price
Place
Promoti
on
People
Process
Physical
evidence• Physical evidence- The stores are well furnished and are
presented in specific manner.
• People- the entity is targeting all segments of the market
and having heavy belief in demographical market
segmentation.
• Process- the process is well structured, where environment
friendly process is being carried out.
• Place- Mainly operating business in UK and Ireland.

Conclusion
 On the basis of above discussion, it has been concluded that organization had gained the
attention of its target audience and make appropriate segment by using and considering STP
framework, which give management power to make appropriate segmentation of current and
future market.
 Furthermore, from above analysis, it has been identified that implementation and utilization of
each 7 ps marketing mix element had enabled company to gain competitive advantages in bulk.

RECOMMENDATION
 Primark and its management can take initiative to consider key suggestions that help them to
obtain unpredictable benefits.
 It can effort to build a group of people, among which skilled, experienced and knowledgeable
candidates play vital role to conduct market research and use advanced technologies for varied
purposes.

REFERENCES
 Cortez, R. M., Clarke, A.H. and Freytag, P. V., 2021. B2B market segmentation: A systematic review and
research agenda. Journal of Business Research. 126. pp.415-428.
 Dost, F and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth program interactions for
fast-moving consumer goods. Journal of Marketing. 83(2)., pp.62-81.
 Das, G and et.al., 2021. Pandemics and marketing: insights, impacts, and research opportunities. Journal of
the Academy of Marketing Science. 49(5). pp.835-854.
 Kumar, A., Shankar, R. and Aljohani, N. R., 2020. A big data driven framework for demand-driven
forecasting with effects of marketing-mix variables. Industrial marketing management. 90. pp.493-507.
 Lim, W. M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic Marketing.
29(5). pp.453-469.