Principles and Practices of Marketing

Principles and practices of
marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Background of Primark...............................................................................................................1
Promotional Mix and Activity of Company................................................................................2
TASK 2..........................................................................................................................................11
Marketing Theories...................................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is explained as management and study of exchange the relationships. This is
business process of developing the relationship with and also satisfying customers by value
exchange. It is process that includes investigating, advertising, selling and also distributing
services and products (al Habibi, 2019). Primark is fast fashion retailer in Dublin as it is
subsidiary of the food processing and the retail firm Associated British Foods. In present report
will be discuss about promotional mix policies which are undertaken through an organisation.
TASK 1
Background of Primark
Primark is leading retailer that specializing in sale of accessories, footwear and clothing.
This firm was began in Dublin, Ireland in year 1969 through Weston family. Primary company is
mainly owned through British food processing firm Associated British Foods (ABF). It is unique
and brilliant company with mission top enrich everyone life with the fashionable clothing
regardless of the social status. This is an emerged main force that contributing by its high quality
fashion goods and minimum cost value for each one in the society as whole. Success of this
company depends on supplying cheaply, they purchase directly from the factories without
involvement of agents that making the clothes with better fabrics and designs. Primark has stores
in almost 370 stores across 13 countries and around 78000 employees are working (Arriaga,
Domingo and Silvente, 2017). It is minimum prices retailer that carrying wide range of selection
of products consisting men and women clothings, home ware, accessories etc. This has stood
between rivals through consistently providing the minimum cost goods. In year 2019, revenue of
Primark was £7.79 billion (Boateng, 2014). After the success, it expanded business in other
countries. In US, Primark is making steady and slow expansion. This company has opened the
nine stores since 2015 and has the plan to be open more. The expansion of this company is times
to take the explosion in the value oriented stores in US. While the stores have suffered and off
cost have the experience of boom that enable them to develop and add some other location across
country.
Promotion is an effort through marketers to inform people in target market regarding
goods and also persuade them to be participate in exchange. Promotional mix is an integration of
personal selling, public relations, direct marketing and advertising. Marketers require to view

questions to have the balanced blend of all the promotional tools. This is believed that there is
best way of allocation of budgets for various components within promotional mix to attain the
better marketing outcomes and challenge for the marketers to search correct mix for them.
Primark can maintain or enhance market share of its current goods through combination of the
competitive pricing strategies, sales, promotion, advertising etc. This company should use the
internal promotional strategy through introducing the loyalty scheme as well as enhance use
through existing consumers (Chakravarty, 2014). Primark company relies on the word of mouth
marketing. Its reason could be the lack of digital marketers, skilled employees and budget
constraints. Other than this, Primark company has an extensive portfolio and this can secure the
growth market dominance and also drive out the rivals through aggressive the promotional
campaign. It conducts many marketing campaigns such as Kingsmill’s partnership with reality
show Britain’s Got Talent, Twinings’s “Art of Tea” ads etc. Primark has continued to see the
strong development in sales. In clothing chain, total sales rose at 15% in 16 weeks. Sugar
business of Primark did well maximising 44% and its agriculture division enhanced 6% (da
Costa, Bairrada and Oliveira, 2017). According to the experts, brands are turning to the
marketing messages which promote links to the British farming as an extension of sustainability
strategies.
Promotional Mix and Activity of Company
The promotional mix is combination of the promotional tools which company uses. There
are some elements of promotional mix which Primark use given below:
Advertising- Advertising is marketing tactic that considering paying for the space to
promote service, cause and product. Its goal is to reach at large number of people which willinhg
to pay for services and products of company. Primark is international retailer that gives the high
quality beauty, home ware and fashion at best value on high street. This company run its
business differently. It do less advertising not the nigh television ads (Duff, 2017).
Public Relations- It is practice of managing information spread among a person or
company. Primark company has to be demonstrate most extensive public consultation means it is
challenge for firm that prefers to neglect media spotlight. This company give the PR support for
launch of new store. Other says good about the company as it provides its products on less cost.