Marketing Strategy for Educational Institutions

This assignment focuses on developing and analyzing marketing strategies tailored for educational institutions. Students are tasked with examining various theoretical frameworks, real-world case studies, and best practices in the field of education marketing. The aim is to understand how to effectively reach target audiences, promote programs and services, and build a strong brand identity within the competitive education landscape.

Principles and Practice of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
Application of SAVE techniques while developing marketing strategies.............................2
2 FIVE S of internet marketing used by Primark..................................................................6
Five Force Analysis of Primark..............................................................................................8
BCG matrix:...........................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The marketing principle and the practices defines the growth rate of the organisation. The
marketing strategies are the most important for the increasing sales and probability of the
organisation. The S.A.V.E technique is developed over the traditional approach of 4P's of
marketing mix (Jobber and Ellis-Chadwick, 2012). The save strategies helps in rethink the
concept of 4 P's in market. The save techniques is more efficient for the development of good
relation in the B2B companies. The marketing and the sales department is the most important
department for the enhanced profitability of the Primark as it helps in attracting the customer for
the services of Primark and stimulating them to make purchase to accomplish their needs and
wants.
In this report the save techniques are studied and the contribution of the save marketing
strategy in the growth of Primark. The various strategies related to the development of product in
different stages are described in this report to understand the effectiveness of the various models
like porter's model, ansoff model etc. in the Primark.
TASK
Application of SAVE techniques while developing marketing strategies
The traditional marketing mix defining the 4 P's of marketing was introduced by the
McCarthy. The 4P's of marketing defines product, price, place, promotion of marketing mix.
This is defined as what will be the product of the company, where it should be marked, what will
be the price of the product and the promotional tools utilised by the company to sell product.
This is an traditional approach followed by the various marketers in their company (Moriarty
and et.al., 2014). The 4P's of marketing mix contributes in the producer oriented strategy of
marketing. It more focusses on the service, features of the product served to the customers. This
approach of marketing needs to upgraded. The Save approach is new upgraded approach of the 4

p's of the marketing that redefines the concept of marketing mix. This save techniques are
customer oriented strategies. This approach is effective in growth of the b2b businesses. The
save techniques in unison to the 4P's of marketing is described as follows:
4 P's Marketing SAVE Technique
Product:
 Focuses on the features and the
functions of the product.
 The products are differentiated
on the basis of various features
and technology upgraded.
Solution:
 This model helps in developing the
solutions for the needs of the customers
and provide new offering accordance
with the emerging needs of the market.
 The product is differentiated on the
basis of needs and wants of particular
customer and the market segment.
Place:
 Finds out the locations where
there can be produced large
customer base for product and
services.
 Defines appropriate distributors,
wholesalers for the services.
Access:
 This focuses on the customers
complete purchase journey
starting from the from where the
person finds solution and the
delivery option.
 This develop a integrated value
chains for the development of
path for the customer buying.
Price:
 The prices of the product is dependent
on the cost, margin profit and the prices
related to other competitors.
 This strategy of marketing manges the
gap between the real price and the
perceived prices by the consumer.
Value:
 This defines the importance of solution
in the customer's business and helps in
development creating the value of
product.
 This defines the all the benefits that are
incurred with respect to that price of the
product.
Promotion: Education:

4 P's Marketing SAVE Technique
 Promotion is the communication
of the product features and
qualities that can attract
customers.
 Advertisement, personal selling
are the promotional tools to
market the product range of
company.
 This approach in the save model
provides information about the product
in complete cycle followed by the
customer while making purchase.
 The customers is educated in context
top the needs of the customers and how
the product will accomplish all needs of
the consumer.
Outline of elements of SAVE techniques used with the marketing strategies:
The save techniques is beneficial for the b2b business. It seems more efficient for the
businesses dealing with the other business firm as the different businesses is having different
specific needs in relation to their different operations. The various elements of the SAVE
approach is defines as below: Solution: This redefines the product of the traditional 4P's of the marketing mix. This
defines the solutions to the various needs of the customers and other businesses
(Donovan and Henley, 2010). This more emphasis on the product and the services that
accomplish the wants of consumer instead of focusing upon the different features and the
technology gradation means in the product. The customers are not so much concerned
about the features of the product they are more more concerned about the needs and
expectation with the product and services of company. Access: This is the rethinking of the place element of the marketing mix. This defines the
accessibility are that can be utilised by the customer for making purchase. With the
introduction of the online market places (SAVE your marketing strategy part IV:
Education. 2017). This is the method which develop a complete journey of the customer
to access the product and the services of company. It deals with the accessibility of the
lactation where one can find solution of the problem and the make desired purchase.
Online market accessing helps has increased the sales for the customer and provides easy
source of accessing the products related to their needs and expectations.

 Value: The price of the marketing mix is modified by the SAVE techniques. The value of
the product redefines the price of product. This element defines that the product of the
company is valuable of the customer needs and expectations or not. This defines the
extent of the effect of price on the purchasing behaviour of the customer. The brand name
and the value of the product for customers in relation to the prices of the product is
considerable for making purchase or not.
 Education: This is the approach of educating the customers about the product instead of
promoting the product and the features of product. Education is the continuous process
followed by the company to provide information to the customer at every stage of the
purchase cycle. This helps in provide relevant and necessary information required to buy
product.
Application of SAVE techniques in the marketing strategies of the Primark:
The Primark also introduced the SAVE technique in the marketing operations of the
company. Primark is fast growing business firm in the UK market and upgraded with the
introduction of new strategies and the tools of the marketing for enhancing the future growth of
the company. SAVE techniques influence the development of the Primark to the large extent.
The solution element of the SAVE followed by the Primark helps in development of various
market segment according to the needs and emerging trends of the market growth. The Primark
is now developing strategies related to the development of the product and services according to
the needs of the customers (McHugh and Krukonis, 2013).
The Primark designs clothes and cosmetics according the different demand of consumers.
Primark is developed mobile apps and the online sites to provide easy accessibility by the
customers. This access if the product and the services helps in implementation of 2nd element of
the SAVE model in the organisation. Value element of the SAVE marketing model deals with
the creation of brand value and the product value in context top its prices. The clothes of Primark
is providing higher satisfaction value to customer in relation to their lower price products. The
Primark is developed various methods of educating people about the product and services of
company in context to spending more money on promotional activities.
Effectiveness of SAVE techniques in the marketing strategies of Primark:
The effectiveness of the marketing strategies can be determined by the growth in the sales
no. of the product and contribution in the profitability of the Primark. The company is focuses in

the effective implementation of the SAVE techniques. The Primark is focuses upon the needs of
the customers that helps in attracting more customers (Purdie, Dudgeon and Walker, 2010). The
lower prices and the higher value of the product for the customer leads to creating customer
loyalty towards the company. The online accessibility of the product and services of the Primark
company helps in developing a larger customer base from all over the word. The SAVE
marketing strategies seems very much effective in the growth of the primary company.
Recommendations for the efficient use of SAVE techniques in the Primark:
The company should implement their strategies and plans in accordance to the needs of
the customer for efficient utilisation of the SAVE techniques in the organisation. The Primark
first should analyse the market and customer needs that influence the product design of the
company. So, that the organisation should provide better quality of the product that accomplish
all the expectation of the consumers (Clow, 2013). The company should educate about the
company product and effective utilisation of their services and benefits. The Primark should
develop total benefits with their prices of the product to achieve higher satisfaction level. The
Primark may organise various live education fair to provide information about the product of the
company to prospective customers.
2 FIVE S of internet marketing used by Primark.
The five S of internet marketing was given by Dave chaffy. He give the 5 S to watch the
overall performance of the The activities that took place in digital marketing and not only
keeping an eye on the selling activities. The five S are the basic principles that are to be
considered while making an implementation of the digital marketing strategy.
SELL
The first phase starts with selling activity. Internet is used as a medium in Primark for
maintaining the connectivity in the organisation and it describes the path by which the financial
resources can be evaluated as success for the organisation. Internet gives opportunity to
businesses where the company can aim to have online businesses and thus a platform for doing
online business hence it deals with the buying and selling the products for the customers online.
The part and parcel of frameworks are not limited to just commercial sites. Selling activities
relates to both purchasing and ending with the conversation of customers.
SPEAK

The second phase of Primark relates with the communication so that positive relationship
can be maintained with the customers for helping them to retain for long time. The customers
can communicate on the website into 24x7 format of retail process. Digital channels help in
building tools that are needed for communication so that positive relation and trust can be build
with customers.(Lefebvre 2012.)
Selection should be done of the social networking and the owned sites and thus brands
should be used to have a positive start-up with the customers. There can be different post about
the advertisement of product on Facebook ,tweeter or access on the own website of Primark.
Posting on the different website gives positive attributes to the mind of customers a feeling of
pride in minds of customers as they are valuable to the company and their presence is important
and not just money. This increases the changes for retention of customers for long term in
Primark.
Example: Primark company has resolves the issues of customers by and thus
engagement in activities of customers.
SERVE
The third phase adopted by Primark are adding values to customers online. The webpage
on the website of the company is the perfect place to visit when the customers have query
regarding the products and the services of primark. Adding values to company can be in different
ways which includes contest of useful information on websites by which customers can be
benefited. (McCabe and Meuter 2011)Providing quicker response to customers on the website or
dashboard on the site. There should be focus on adding values which will prove as a success
factor for Primark.
SAVE
The fourth phase adopted by Primark is Save which includes the use of technologies to
effectively and efficiently reduces the overheads of company. This phase adopted by Primark is
less noticeable as compared to other phases like sizzle. It is of equally important in serving the
different websites that are related with multichannel retail websites.
The different technologies that are used which may reduce the overheads cost that are used in the
technologies like integrations of different systems this features allows different customers to
have up gradation of their profiles and thus linking them with the customer relations
management strategies.(Kahle and Eriksen 2016.) These strategies helps in reducing the off side

administration cost that are incurred by Primark. The use of internet can also save the cost of
company to some extent.
SIZZLE
The fifth phase used by Perimark is Sizzle. It deals with building the positive image of
company in minds of customers with the help of different platforms. Primark can use different
elements to the digital presence as they are of great interest to the customers. If the elements
helps in providing values to elements than they have achieved the phase called sizzler.
These five different elements should focus upon the different goals and the objectives
those are to be achieved by Primark.
Five Force Analysis of Primark
The potters five force model used by Primark is a framework that determines the level of
competition in the economy of Primark and the strategies that are used for the business
development policies .It includes five different aspects which are as follows:
Threat of new entrance: The new entrance who are entering the market of Primark will
not only have foot steps that will make them successful as they have entered the market but the
different and the unique techniques the suppliers are using to sell their products and the services.
 Primark attracted customers because uniqueness in clothes makes it look different from
the other company clothes. Primark which are already operating there business activities
does not want that new firms enter the market because it leads to competition which can
increase or decrease the present profit.(Geisler and Wickramasinghe 2015)
Bargaining power of the buyer: The buyer becomes strong in the market when there are
large number of sellers selling the same type of the products in the market. When the substitutes
of Primark are easily available in the market.
 The buyer is very price conscious about the prices of the product and he is not willing to
pay any extra prices for the product. Every individuals have different choices that are
open in the Primark industry and thus it has little power for the individual to stay with
one supplier because the choices of the individual can vary from supplier to supplier and
thus they give the plenty to have indirect bargain capacity from the suppliers.
 Buyer has large number of options to purchase the product as the switching cost of the
buyer is relative to the switching cost of the firms. when the buyer has large degree of

dependency on the available channels of distribution. The buyer position also becomes
strong when he buys the product in bulk quantity from the supplier.(Goworek 2011)
Bargaining power of the supplier: Supplier becomes strong when new products has
arrived in the market and there is no close substitutes available of the Primark in the market. The
presence of the inputs for the substitutes available. The strengths of the labour unions and the
ability of the suppliers to integrate with the vertical channel of distribution. The powers of the
suppliers is relatively small as compared to the other industries. The companies source their
products from the third manufacturer party and they are accountable for a fraction of profit. The
inputs which are available with the suppliers impacts on the cost and the differences in the prices
of the products.
Threats of the Substitutes: The availability of the substitutes of the same product
increase the chances that the customer will switch from the product. Substitutes are those
products that can be used in place of one another. The factors that greatly affects the availability
of the substitutes of Primark are:
 The buyers dependency on the available substitutes.
 The switching cost of the buyers.
 The availability of the standardised products for the customers.
 The level of the product differentiation in the economy.
Industry Rivalry: The industry rivalry occurs from the high level of the competition in
Primark and the availability of the substitutes in the economy which can hampers the profit ratio
of the existing firms. Industry Rivalry can be caused due to the following factors(Hendrix 2014.)
 The innovation in clothes can affect the level of the competition prevailing in the
economy.
 The expense which are made on the advertising strategy for creating awareness about the
product.
 The different competitive strategies adopted by the organisation for the business that are
operating on the retail outlet or the products are available online.
 The degree of the level of transparency of products and services in the economy.

BCG matrix:
 The BCG matrix means the Boston Consulting Group which are designed to make long
term strategic goals and objectives for the organisation by considering the market shares
and the growth of Primark .(Pomering Noble and Johnson 2011)
 Dogs: These are the products which have low market share and low growth rates in the
market these products are to be removed from the economy because they are of no use for
the organisation.
 Question Mark : They are called as the problem child because they have high growth
rate in the market and lower market share. These products are to made effective to sustain
a high market share.(Resnick et. al., 2011)
 Stars: These products are to be sustained for the long time because they have a high
growth rate in the market and high market share in the economy.
 Cash Cow: They are the well established products in the economy because they have
lower growth and high market shares.
CONCLUSION
The principles of the marketing helps in development of the company to the large extent.
Implementing various principles and the techniques of the marketing in practice helps in
achieving higher no. Of sake and managing the cost of advertisement and the margin profit
related to the product. The Primark shown higher growth with the help of implementation of new
redefined approach of 4P's of marketing i.e. the SAVE techniques. This technique redefines the
product, price, promotion, place with a new perceptions and helps in developing a profitable and
efficient B2B business in the market,. This approach is customer-centric.

REFERENCES
Books and Journal
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Moriarty, S., and et.al., 2014. Advertising: Principles and practice. Pearson Australia.
Donovan, R. and Henley, N., 2010. Principles and practice of social marketing: an international
perspective. Cambridge University Press.
McHugh, M. and Krukonis, V., 2013. Supercritical fluid extraction: principles and practice.
Elsevier.
Purdie, N., Dudgeon, P. and Walker, R., 2010. Working together: Aboriginal and Torres Strait
Islander mental health and wellbeing principles and practice.
Clow, D., 2013, April. MOOCs and the funnel of participation. In Proceedings of the Third
International Conference on Learning Analytics and Knowledge (pp. 185-189). ACM.
Lefebvre, R.C., 2012. Transformative social marketing: co-creating the social marketing
discipline and brand. Journal of Social Marketing. 2(2). p.118.
McCabe, D.B. and Meuter, M.L., 2011. A student view of technology in the classroom: Does it
enhance the seven principles of good practice in undergraduate education?. Journal of
Marketing Education. p.0273475311410847.
Kahle, L. and Eriksen, S.M., 2016. Butchers and Bicycles. In Principles and Practice of
Marketing. McGraw-Hill Companies.
Geisler, E and Wickramasinghe, N., 2015. Principles of knowledge management: Theory,
practice, and cases. Routledge.
Goworek, H., 2011. Social and environmental sustainability in the clothing industry: a case study
of a fair trade retailer. Social Responsibility Journal. 7(1). pp.74-86.
Gracia-Marco and et. al., 2011. Contribution of social marketing strategies to community-based
obesity prevention programmes in children. International Journal of Obesity. 35(4),
pp.472-479.

Harrigan, P and Hulbert, B., 2011. How can marketing academics serve marketing practice? The
new marketing DNA as a model for marketing education. Journal of marketing
education. 33(3). pp.253-272.
Hendrix, P.E., 2014. How digital technologies are enabling consumers and transforming the
practice of marketing. Journal of Marketing Theory and Practice. 22(2).pp.149-150.
Plaisance, P.L., 2013. Media ethics: Key principles for responsible practice. Sage Publications.
Pomering, A., Noble, G. and Johnson, L.W., 2011. Conceptualising a contemporary marketing
mix for sustainable tourism. Journal of Sustainable Tourism. 19(8). pp.953-969.
Resnick and et. al., 2011. Aligning teaching and practice: a study of SME marketing. Journal of
Research in Marketing and Entrepreneurship. 13(1). pp.37-46.
Stachowski, C.A., 2011. Educational marketing: A review and implications for supporting
practice in tertiary education.Educational Management Administration &
Leadership.39(2), pp.186-204.
Online
(SAVE your marketing strategy part IV: Education). 2017. [Online]. Availble thorugh:
<http://ext-marketing.com/marketing-articles/save-your-marketing-strategy-education/
>. Acceses on: 16th May 2017.