Principles and Practices of Marketing ( Distinction Criteria )

This report discusses the principles and practices of marketing with a focus on Primark, a multinational fashion store company. It covers the positioning of the company using the STP model, the marketing mix, promotional mix and activity, and evaluating the effectiveness of the company's performance. The report evaluates the company's performance using KPIs such as sales revenue, customer satisfaction, and market share.

Principles and Practice of
Marketing

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Positioning of company...............................................................................................................1
Marketing mix.............................................................................................................................3
Promotional mix and activity.......................................................................................................6
Evaluating the effectiveness of the company performance.........................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10
Books and Journals....................................................................................................................10

INTRODUCTION
It is very important for the organization to undertake various practices of marketing through
which they can able to attract more customers towards their business (Joghee, Dubey and Singh,
2021). There are various promotional techniques and marketing methods that can be undertaken
in order to increase the profitability in the market. Main purpose of this report is to apply
principles of marketing within its various practices. For this report, Primark company has been
under decor into the account. It is a multinational fashion store company that is headquartered in
Ireland. It was founded in the year 1969 by Arthur Ryan. They offer Various kinds of clothing
products to the customers in the market and they are one of the well-established clothing brands.
In this portfolio there will be discussion about the positioning of the company and how they
target their customers by applying STP model. Along with that there will be the analysis of the
four Ps of marketing. At the end of the report the company's performance will be evaluated by
using various KPIs.
MAIN BODY
Positioning of company
Positioning can be defined as the effective place that the company or the brand occupies in
the eyes of the customers. In order to effectively analyse the positioning of the business, STP
model can be implemented at the workplace through which potential customers can easily be
targeted. The STP model refers to segmentation, targeting and positioning which helps the
organisation to make an effective position of the product in order to target various group of
customers present in the market. The management department of Primark organisation focuses
on to effectively used this model in order to target the potential customers in the market through
which they can increase their profitability as well as brand image (Chautard and Collin-Lachaud,
2019). It is a very key concept in relation to the marketing of the products and the services
through which organisations can become able to aware their brand awareness. The STP model
has been described below in relation to the Primark organisation:
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Figure 1 STP Model. 2022
(Source: STP Model. 2022)
Segmentation: Segmentation is the first part of the STP model that focuses on to divide
the customers on various bases. It has the organisation to effectively distribute the customers that
are present in the market on basis of such as age, gender, income level and occupation etc.
Segmentation includes various components with it such as demographic, geography and
behavioural in which organisations become able to distribute the customers. In relation to the
Primark organisation the marketing department of the organisation focuses on to provide clothes
for each group of customers and accordingly that they divide the customers on the various basis
such as age, religion, sex etc. In this part of the model, organisation able to analyse the needs of
the different groups that are present in the market that they deliver the products and the services
in the marketplace (Hanson and Kalyanam, 2020). From this part of the model, Primark
organization become able to effectively meet the expectations of the customers in the market and
they become able to differentiate the group of customers on various basis.
Targeting: It is another part of the model that explains how to target the potential
customers in the market through which a company can increase their profitability as well as
brand reputation. Organisation chosen the specific group of customers to whom they will offer
the products and the services. It explains that which customer groups is much potential and
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efficient in order to use the products as well as the services of the company and that can help the
organisation to become more successful in the future. In relation to the Primark company, they
are offering various types of clothing products to their customers and to each age group
(Eiseman, 2018). They are selling their clothes at a very reasonable prices and they're able to
target almost each age group that a present in the market through which they are able to co-
ordinate with all customers. Along with the clothing products their also selling various type of
accessories and beauty products to the customers which helps them to increase their customer
base. For that purpose, they are also targeting the customers who are more associated with their
looks and this gives the opportunity to them to sell their various beauty products as well as
accessories products in the market. Targeting part of the model facilitate organisation to get
potential customers towards the business and through which they can increase their profitability.
Positioning: It is the third part of the STP model in which the product has to be offered to
the customers that have been selected in the above process. It can also be explained as that how
to make the products of the services different from the competitors so that the sales of the
organisation can be increased in the future. It includes how to attract the customers towards the
business. In this part of the model the organisation can introduce their unique product or as well
as the services through which they can make the refractive position in the market. In relation to
the Primark company uses social media as a positioning strategy through which they make their
effective position in the market. they offer range of products such as clothing, accessories,
beauty products and their charge the prices of the product at a very reasonable amount which
attracts the customers towards their business.
Marketing mix
Marketing mix: It can be defined as a plan in relation to the marketing in which
organisation takes decision in order to promote the products as well as services into the market.
It can be defined as a set of marketing activities that form under takes in order to achieve the
objectives of the marketing through which they will be able to target the potential customers
(Jobber and Ellis-Chadwick, 2019). It mainly includes 4 Ps of marketing that facilitates the
organisation to build valuable images as well as to give competitive edge in the market. Primark
company also uses marketing mix in order to effectively promote their goods and services in the
market. Marketing mix in relation to the Primark company has been described below:
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Figure 2: 4Ps of Marketing Mix. 2022
(Source: 4Ps of Marketing Mix. 2022)
 Promotion: - It is one of the most important parts of the four piece of marketing
mix that explains that the organisation uses various type of promotion activities in
order to promote the brand values and the products into the market. In today's time
it is very important for the business firms to undertake this concept through which
they can able to implement the use of various techniques such as advertising, public
relation and social media through which they are able to introduce new products
and services. In relation to the Primark company, they assure that they should
deliver the products in the line of clothing accessories beauty products according to
the market trends (Dominique-Ferreira and Roque, 2020). For that purpose, they
use various types of promotional techniques through which they are able to
introduce the new products in the market.
 Product: It can be defined as the ultimate goods or the services that is to be
delivered in the market to the customer. It is one of the main aspects of the
marketing department to define the features of the product and the essential
qualities into the market. In this type of marketing mix organisations talk about the
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features of the product and why the customers should use it (Taylor, 2020). In
relation to the Primark company they provide various types of the products such as
clothing, accessories and beauty products to the customers in the market. They
focus on to introduce new products according to the changing trends and marketing
department of the company effectively carry out this process by telling the features
of the product to the ultimate consumers. Through this they become able to aware
about the new launches of the company.
 Price: Price can be defined as one of the most important factors of 4 P’s of
marketing that means that what price should be charged in the exchange of the
goods or the services that will be offered to the customers in the market. It is a very
critical point that organisations should use effective pricing strategy through which
they can give competitive edge to their competitors in the market (Ahmad, 2018).
They should set reasonable prices and according to the nature of the products or the
services that they are offering. In relation to the Primark organisation management
department of the company effectively set their prices for the clothing products as
well as the accessories they are planning to offer to their customers. They believe in
competitive pricing strategy through which they become able to attract more
customers towards their business.
 Place: Place can be defined as in which geographical boundaries the products and
the services should be made available to the customers. There are various ways
through which the products can be delivered to the customers by setting up the
offline stores as well as the online shops (Alshaikh, Maynard and Ahmad, 2021). It
not only talks about in which areas the product should be made available but it also
includes the distribution channels so that the products will be forwarded from the
manufacturers to the ultimate consumers. In relation to the Primark organisation
management department of the company and shows that they should use an
effective distribution channel system through which they can deliver their products
to the country and at every point of time in the year. They have various offline
stores in which dick easily cells there clothing and beauty products and their also
set up the online shops by setting up of their websites through which their
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customers can shop online. They have significantly made efforts after the pandemic
in the online methods of selling the products to the customers.
Promotional mix and activity
Promotional mix and activity can be defined all the techniques that organisation used in
order to promote their products and make good relationship with the customers in the market. It
facilitates organisation to increase their customer base which results in increasing the
profitability for the business. There are various types of promotional mix and activities that
organisations can undertake in order to increase their brand values. In relation to a Primark
company, they use various types of promotional mix through which they promote their
production services to the customers. Some of the promotional mix are described below in
relation to the Primark company:
Advertisement: It can be defined as the effective promotional activity which has the
objective to sell the product to the target audience that is desired by the organisation. It is one of
the oldest techniques of marketing which has the organisation to achieve their targets and goals.
Relation to the Primark organisation they use this technique through which they become able to
attract a greater number of customers towards their business (Warren, Roy and Robinson, 2021).
These various type of techniques under advertising such as TV, radio and banners through which
they promote their products and services into the market.
Public relations: Public relations can be defined as various techniques and procedures
that an organisation uses in order to maintain a healthy relationship with the public. One of the
main importance of the public relation concept is to enhance the brand image of the organisation
in the eyes of the customers (Dimitriadis, Dimitriadis and Ney, 2018). It can also be defined as
how customers feel about the value of the company as well as the product. In relation to the
Primark company, they focus on maintaining healthy relationships with their customers through
which they can increase brand reputation as well as profitability in the future.
Sales promotion: It is one of the most effective marketing strategies that is used by the
organisation in a form of campaign through which they focus on to increase the sales by
promotion of various products and services they are offering to their customers. Sales promotion
is a very effective technique and is generally used by the managers of the company in order to
boost their sales. One of the main advantages of implementing sales promotion in the workplace
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is that it helps to build loyalty with the brand and also influence the customer behaviour in a
positive way towards the business. And relation to the Primark company marketing department
of the organisation and shows that the implement this promotional technique through which they
can increase their sales by giving various types of benefits on the direct sales. Primark
organisation uses sales promotion in order to launch a new product in the market through which
they increase the demand for it. It facilitates the leaders of the company to make effective
positions in the market and they become able to give a competitive edge to their competitors.
Social media marketing: It is one of the most effective marketing techniques in today's
time. There are various platforms through which organisations promote their products and
services into the market (Andersson, 2018). Social media marketing includes various platforms
such as Instagram, Facebook, and Twitter through which organisations can post their new
launches as well as about their brand values. It facilitates the managers of the company to use
these platforms in order to promote the brand values. It has the organisation to attract a large
number of people with very few costs.
Figure 3 Distribution of social traffic to Primark.com as of August 2021, by social network. 2022
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(Source: Distribution of social traffic to Primark.com as of August 2021, by social
network. 2022)
In relation to the Primark company marketing department of the organisation uses social
media marketing through which the cover large area of the market and able to gain more and
more customers. Then shows that they sell trending clothes and accessories and in order to
promote these products they post their new launches and USP through these channels.
Evaluating the effectiveness of the company performance
There are various techniques that prime mark company uses in order to analyse the
performance of the marketing techniques that they have implemented in the workplace. Mainly
they analyse the number of customers that are coming towards their business both in an online
and offline mode. It helps the organisation to implement necessary actions in order to improve
the marketing efforts or to use new techniques through which they can effectively promote their
products and services into the market (Guenthner, 2020). There are various KPI's that mean keep
performance indicators through which an organisation can analyse the performance by
evaluating their sales number of customers towards their business and return investment they
have made in the production process as well as in the marketing process. Some of the KPI that
organisations can implement in order to find their sales and profitability are discussed below in
relation to the Primark company:
Key performance indicators can be defined as the various instruments that has the
organisation to evaluate the long-term performance. Mainly it facilitates the managers of the
company to evaluate the company success in relation to the targets and the objective the have
desired to be achieved in the future. Some of the KPI’s that the Primark company uses are
described below:
Customer retention: It is one of the most effective KPI is that organisation can use that has
the leaders to maintain good relationship between the customers and the business. This KPI
focuses on to analyse the number of repeat customers towards the product of the business. In
relation to the Primark company, they can implement this KPI through which they can find the
satisfaction level of their customers and can analyse the behaviour of the customer towards their
products as well as the services.
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Sales: It is the another most important KPI that organisation can undertake in order to
analyse the sales that they have predicted in order to achieve it in future. It facilitates the
manages of the company to set effective goals relation to the sales which helps in increasing the
profitability for the business. In relation to the Primark company, they can use this KPI through
which they can effectively analyse the sales that they have achieved in the past.
Return on investment: It can be defined as the KPI that analyse is the revenue that has been
generated from a specific campaign and mainly to find out whether it has achieved the desired
profit or not (Aman, 2019). This key performance indicator can be used by the Primark company
through which they can analyse the returns on the various activities that they have implemented
in the workplace. It facilitates the organisation to take necessary actions regarding their
investments which results in more profitability and returns they can get in the future.
CONCLUSION
From the above report it has been analysed that marketing techniques are very important for
the organisation in today's time through which they can able to introduce new products and
services in the market. It also helps the organisation to increase their brand value which results in
the increasing of the profitability. In above report, an organisation has been undertaken into the
account to better understand the principles and practices of marketing. In the above report STP
model has been evaluated through which it can be seen that how the organisation targets the
potential customers in the market. Along with the STP model and marketing mix have also been
evaluated that helps the organisation to promote the product as well as service in the market.
Promotional mix and activity have also been evaluated such as advertising, sales promotion,
public relation etc. At the end of the report there has been the valuation of the company’s
performance by using various KPI as well as the sales of the company that they have achieved by
using various marketing techniques.
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REFERENCES
Books and Journals
Ahmad, N., 2018. Toward advancing debates on Islamic marketing: a renewed
perspective. Journal of Islamic Marketing.
Alshaikh, M., Maynard, S.B. and Ahmad, A., 2021. Applying social marketing to evaluate
current security education training and awareness programs in organisations. Computers
& Security, 100, p.102090.
Aman, A., 2019. Islamic marketing ethics for Islamic financial institutions. International Journal
of Ethics and Systems.
Andersson, P., 2018. Marketing Organization Research and Ideas Revisited. In Organizing
Marketing and Sales. Emerald Publishing Limited.
Chautard, T. and Collin-Lachaud, I., 2019. Introducing the storytelling analysis methodology in
marketing: Principles, contributions and implementation. Recherche et Applications en
Marketing (English Edition), 34(3), pp.27-46.
Dimitriadis, N., Dimitriadis, N.J. and Ney, J., 2018. Advanced Marketing Management:
Principles, Skills and Tools. Kogan Page Publishers.
Dominique-Ferreira, S. and Roque, A., 2020, November. Revisiting Branding and Rebranding:
Implications in Marketing and Design. In International Conference on Design and Digital
Communication (pp. 582-590). Springer, Cham.
Eiseman, D., 2018. Marketing sustainable tourism: Principles and practice. In Tourism planning
and destination marketing. Emerald Publishing Limited.
Guenthner, J.F., 2020. Principles of Economics and Marketing. In Potato Production
Systems (pp. 547-572). Springer, Cham.
Hanson, W.A. and Kalyanam, K., 2020. Internet marketing and e-commerce.(Student ed.).
Thomson/South-Western.
Jobber, D. and Ellis-Chadwick, F., 2019. EBOOK: Principles and Practice of Marketing, 9e.
McGraw Hill.
Joghee, S., Dubey, A.R. and Singh, S., 2021. Investigation of green marketing practices of UAE
hypermarkets. International Journal of Enterprise Network Management, 12(4), pp.367-
381.
Taylor, R., 2020. Reframing Delivery of Principles of Marketing: Moving Bored Students to
Board Room Employer-Needed Kick-Ass Skilled Grads. Academy of Business Research
Journal, 2, pp.52-66.
Warren, S.J., Roy, M. and Robinson, H.A., 2021. Business simulation games: three cases from
supply chain management, marketing, and business strategy. In Game-based Learning
Across the Disciplines (pp. 89-108). Springer, Cham.
Online:
4Ps of Marketing Mix. 2022. [Online]. Available through:
https://byjus.com/commerce/marketing-mix/
Distribution of social traffic to Primark.com as of August 2021, by social network. 2022.
[Online]. Available through: < https://www.statista.com/statistics/867203/distribution-of-
primark-website-social-traffic-by-network/>
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STP Model. 2022. [Online]. Available through:
https://expertprogrammanagement.com/2019/11/stp-marketing-model/
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