Strategic Marketing assignment : Primark

Strategic Marketing

Executive Summary
The below report shows about Strategic marketing that reflects to make different
strategies that identify the requirement and needs of client's. Moreover, the report shows the
findings about Primark company who wants to expand in Romania. It is a top most retail
organization which satisfies customer's. This company provides services in terms of accessories
like footwear, beauty products, cosmetics home ware, etc. and also men's women and children
clothing. Further it has identified that Primark adapted and standardized the marketing mix
strategy which helps in their business expansion. In addition to this, price and product
components has a wide and positive affect on Primark. Further it is identified that by undertaking
Customer Based Brand Equity Model, the company has constructed powerful standard and
image in the Romania market. From the below findings, it can be said that Integrated Marketing
Communications supports in bringing awareness about clothing, footwear, home and beauty
products in Romania people. However, the below report also shows about Return on Investment
method that helps in identification of company's image and value. As per the findings and
research from the below project about Primark company, they should analyse their external
environment that helps in expanding their business.

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
Adaptation and standardization of marketing mix:.........................................................1
Customer Based Brand Equity Model:..............................................................................2
Integrated Marketing Communications:...........................................................................4
Measuring Marketing Success:...........................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................6

INTRODUCTION
Strategic marketing refers to make various strategies which helps in identifying the needs
and requirement of customer's. And also it creates the marketing plan which is a continuous
process to meet the major aims and goals of company. Moreover the strategic marketing is
overall conducted in Primark to achieve the customer's satisfaction which improves the status of
company. This company deals in amazing fashion products that includes clothing sector of men,
women and children. It contributes in selling clothes at average prices to attract more customers.
Overall it helps in increasing the profitability of organization in Romania. Primark is a retail
company which deals in clothing and accessories like beauty products, footwear, home ware,
cosmetics etc. Further, the report aims in specifying marketing mix strategy in Primark company.
In addition to this, the Customer Based Brand Equity Model is also analysed in the below
context. Moreover, concept and methods of marketing mix is discussed in this report. Lastly,
marketing success is measured in Primark.
Main Body
The strategies are planned in marketing process of Primark which supports in
differentiating itself from their competitors based on potential of the company. Further it helps in
maintaining standard of firm in market (Wilson and Gilligan, 2012). Additionally, the concept of
marketing mix, its method and CBBE model is discussed as under:
Adaptation and standardization of marketing mix:
In this modern world, the role of Primark is to sell products with interest in long term
with the strategy of marketing mix. Their focus is to adapt and standardised this mix elements
which leads to higher performance level of the company in Romania.
Product: The first element is about product of Primark which provides clothing, confectionery,
footwear and beauty products (Mullins and et.al., 2010). This company adapts this marketing
mix strategy as their products are in more demand. In order to satisfy needs of customer's, this
element is helpful in identifying the taste of Romania's people. The customers residing there
belongs to trendy culture of this country who demands for Primark products.
Price: This is also necessary element which shows profitability and status of company. This
component affects in Romania as they provide products of various ranges in the market.
Moreover, it helps in future to cover a huge amount by keeping price as priority factor. The price
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varies from products as per requirements of customer's (Proctor, 2014). Also, it helps in making
strategies like market penetration, skimming and neutral pricing in the company.
(Source: The Marketing Mix, 2018)
Place: Primark has the overall stores more than 188 in UK and also widely spread in other
countries. This element is essentially used as the company set the shops according to customer's
preference which helps to attract more clients as they find easy to purchase the products and
accessories of Primark. In country like UK, they will display their clothing and footwear on
every stores and additionally it will be available online also (Wilson, 2010). This includes
strategies like intensive, exclusive and selective distribution of Primark products.
Promotion: By promoting product more people will get aware of a home and beauty products.
Moreover, footwear and accessories will also be promoted wisely through advertisement on
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Illustration 1: The Marketing Mix

social media or on television (The Marketing mix, 2018). Primark uses this strategy of marketing
mix which helps in expanding its business through the element of promotion.
People: According to this element, it helps in repeating the customer's for their products and
services (West, Ford and Ibrahim, 2015). Additionally, employee's delivers their services
effectively in the market which satisfy consumers. They adapted this strategy as it increases
efficiency of business with more people in buying their accessories.
Process: In this process of delivering goods on time to customers is very crucial as it helps in
increasing the demand for Primark luxurious goods. This is adapted by Primark as this helps in
distributing the services on time which additionally lighten up the business profit (Aspara,
Hietanen and Tikkanen, 2010). Moreover, issues like people waiting for goods and wrong
information to clients does not arise due to this strategy and makes customer's happy.
Physical Evidence: This component helps in providing products and services deliberately in the
market to Romania people. However, it helps in knowing the presence of the Primark products in
different countries.
Customer Based Brand Equity Model:
This concept is also known as Keller's Brand Equity Model which helps in building
Primark brand more strong and successful in the market. In addition to this, it includes mainly
four steps in constructing high status of this company.
Brand Identity: In this step it reflects the identification of Primark which is widely spread in
different countries. In UK, this company deals with the products and services like footwear,
home and beauty products, clothing and various accessories. Primark has its own brand and it
helps in bringing awareness among the people of country (Hollebeek, 2011). In addition to this,
it helps in managing strong status in market which ensures customer's in purchasing their
qualified products. Moreover, this step involves that Primark is highly recognised and has a
strong image in the market. This company provides trendy and stylish products which differs
from other firms. Primark name is very familiar and easy to remember among the client's which
brings awareness amongst other people also in UK. Its identity shows that it deals in newly
fashioned clothes at low prices according to the customer's taste and choices.
Lastly, by adapting this model it helps in increasing the status and profitability of the
company in the market.
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Brand Meaning: In this category, step involves the two parameters that is performance and
imagery. Primark is a brand that brings new innovation in clothes and in home products. It is
concerned with lot of new editions in all their luxury items that helps in attracting customers.
Primark performs in addition to strategies with long term goals (Weerawardena and Mavondo,
2011). They offer products with various prices which includes clothing of children, men's,
women's and new born babies. Moreover, this company has achieved high performance level. In
the next part, imagery includes the young people who purchase trendy clothes and Primark also
attracts customers for purchasing their products. Its value is very trendy and stylish that target
young generation.
By using this model, the personality and values of the company increases and can
perform with innovations and new ideas in serving to customers.
Brand Response: In context to this, response involves two parts that is judgements and feelings.
In addition to this, credibility of Primark is very high as it satisfies the customers of UK.
Moreover, it is a trustworthy brand which has provided luxury goods and services constantly in
the market (Finch, Nadeau and O’Reilly, 2013). The value is increasing more as this firm is
expert in providing fashionable and trendy clothes to people. Primark is highly concerned in
increasing their self-esteem among the consumer's. Additionally, the products of this company is
unique and different from others.
Moreover, when CBBE model is used, it helps in increasing respect and credibility of the
company effectively.
Consumer Brand Resonance: The last step of CBBE model is resonance that involves the
attachment and intensity of customer's with Primark brand. In addition to this, it increases the
client's and makes them loyal in purchasing the same product repeatedly (Hollensen, 2010). As
this brand is flexible in selling clothes and home, beauty products with new editions, it increases
number of buyers. In resonance, it also involves the behaviour of Primark with society which is
very cool and open. This encourages more people to love its product and services. Lastly, it is
open on social websites in order to communicate with every customer's. They provide online
services which reduces their cost and satisfies the customer's.
Lastly, by adapting this model it will help them to build strong brand as it helps in
increasing the company's behaviour positively and also relates to the community with an open
attitude. This model helps in bringing awareness about the products by making them understand
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about its brand meaning and identity. Additionally, it helps in attracting customer's by making
them more intense about the goods and services.
Integrated Marketing Communications:
IMC refers to the comprehensive plan and value that evaluates communication procedure
in terms of advertisement, personal selling, society relations and in promoting the products and
services of Primark brand (Šimberová, 2014). The concept of this strategy is to expand business
and also helps in promoting clothing, home and beauty products in Romanian market. In addition
to this, the brand awareness is eventually increased along with high profits of this enterprise. In
this concept there are mainly three effective methods adapted by Primark which targets more
people towards it brand.
Importance:
IMC is necessary in planning the communication process which increases potential of
Primark in Romania. Additionally, it helps in creating awareness among people to buy their
products and services. This concept is focused in attracting more and new customers for their
brand which increases their profitability. Moreover, it helps in sending the similar message to
customers given by management. Further, it is also essential in interacting directly to customer's
and feedback is gained from them (Lee and Carter, 2011). It helps in promoting Primark
products with new innovative ways in market.
Advertisement: One of the effective method is advertisement used by Primark in UK. Similarly,
this can be adapted in Romania also that helps in expanding the business. Moreover, their
products are highly advertised on television, radio, hoardings and social websites. They are
widely open among the society and buyers which increases their value and brand image. It is also
promoted by the existing customer's to their friends and relatives which impacts on the
profitability of the company.
Public relation: Primark is expert in carrying public relations that increases the potential of the
company. In addition to this, Romania is also focused in satisfying customer's need and
requirements which creates a wealthy environment in society (Wilson and Gilligan, 2012). The
relation of Primark with the public is highly obliged and is positively reviewed in the market.
Social media: Primark products that is clothing, footwear, home and beauty products are
promoted on different media. This media involves face-book, television, twitter, blog etc on
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which the products are highly advertised and promoted amongst the people of Romania. They
focuses on targeting young generation as they sold luxurious goods with modern ways.
This are the three effective methods used by Primark for achieving long term goals of the
organization.
Measuring Marketing Success:
There are various methods of measuring the success of the company in the market of UK.
This measurement is the key to success for increasing the brand value.
Return on Investment: One of the best method is ROI which helps in measuring return value
which has been received from their investment (Mullins and et.al., 2010). Primark sells the
stylish and trendy products which attracts more customer's that increases income of the company.
Additionally this method helps in knowing their return amount in which they have invested their
money. As their image is high in UK and also in other countries, it helps in increasing their value
of return on investment.
Further, this method is effective in future usage which helps in increasing revenue of
company which is invested in their brand.
Company's incremental sales: In addition to this method, it helps in measuring efforts made by
management in increasing the sales of their luxurious products and services (Proctor, 2014). By
using this concept, it helps in knowing the effectiveness and efforts of Primark which is
contributed by management in generating the product sales.
Further, when Incremental sales method is adapted it supports in showing the company's
success in market. Additionally, this concept helps in identifying management contribution in
increasing sales of clothing, footwear, home and beauty products.
Brand awareness: To measure the marketing success, one of the method is brand awareness
which is implemented by Primark (Wilson, 2010). Moreover, it helps in attracting more people
towards their brand and in increasing sales. When the brand awareness is understand by the
organization it helps in achieving long term objectives of the business.
Lastly, this method helps in identifying the potential customer's that increases
profitability of Primark and also builds strong brand awareness in future.
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CONCLUSION
From the above report it can be analysed that Primark's strategic marketing is built to
achieve the customer's satisfaction which improves status of company. In addition to this, it
shows from 7 P's, product and price elements of marketing mix has a wide impact on Primark.
Further, this report can be concluded that this organisation has adapted Customer Based Brand
Equity Model which helps in building strong image and value in the market. It is also essential in
interacting directly to customers and feedback is gained from them. The report also analyses that
Integrated Marketing Communications in Primark helps in promoting their luxury products with
new innovative and modern ways in market. Lastly, it can be concluded that Return on
Investment method is more effective method to know status of Primark.
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REFERENCES
Books and Journals
Aspara, J., Hietanen, J. and Tikkanen, H., 2010. Business model innovation vs replication:
financial performance implications of strategic emphases. Journal of Strategic
Marketing 18(1) pp.39-56.
Finch, D., Nadeau, J. and O’Reilly, N., 2013. The future of marketing education: A practitioner’s
perspective. Journal of Marketing Education 35(1) pp.54-67.
Hollebeek, L., 2011. Exploring customer brand engagement: definition and themes. Journal of
strategic Marketing 19(7) pp.555-573.
Hollensen, S., 2010. Marketing management: A relationship approach. Pearson Education.
Lee, K. and Carter, S., 2011. Global marketing management. Strategic Direction 27(1).
Mullins, J.W. and et.al., 2010. Marketing management: A strategic decision-making approach.
Boston: McGraw-Hill.
Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
Šimberová, I., 2014. Company strategic marketing management–synergic approach and value
creating. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 58(6)
pp.543-552.
Weerawardena, J. and Mavondo, F.T., 2011. Capabilities, innovation and competitive
advantage. Industrial Marketing Management 40(8) pp.1220-1223.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
Oxford University Press, USA.
Wilson, R.M. and Gilligan, C., 2012. Strategic marketing management. Routledge.
Wilson, R.M., 2010. Strategic marketing planning. Routledge.
Online
The Marketing Mix, 2018. [Online]. Available through: <http://marketingmix.co.uk/>
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