A Comprehensive Marketing Intelligence Report: Primark's UK Market

This report offers a detailed analysis of Primark's marketing intelligence, focusing on its strategies within the UK market. It explores various aspects, including buyer behavior, the stages of the buying process, and the influence of cultural, social, and personal factors on consumer decisions. The report examines Primark's brand strategy, brand loyalty, and corporate image. Furthermore, it delves into market research techniques, differentiating between primary and secondary data sources, and evaluating their validity and reliability. The report also addresses the limitations faced in market research, such as financial constraints, time limitations, and the unpredictable nature of consumer behavior. Overall, this report provides a comprehensive overview of Primark's marketing approach and its effectiveness in the competitive retail landscape.

MARKETING
INTELLIGENCE

TABLE OF CONTENTS
INTRODUCTION...............................................................................................................1
TASK 1...............................................................................................................................1
1.1..............................................................................................................................1
1.2..............................................................................................................................2
1.3..............................................................................................................................2
1.4..............................................................................................................................3
M1&D1.......................................................................................................................3
2.1..............................................................................................................................4
2.2, 2.3.......................................................................................................................5
M3..............................................................................................................................6
TASK 2...............................................................................................................................6
2.4..............................................................................................................................6
M2&D2.......................................................................................................................7
3.1..............................................................................................................................7
3.2..............................................................................................................................7
3.3..............................................................................................................................8
4.1..............................................................................................................................8
4.2..............................................................................................................................9
4.3..............................................................................................................................9
CONCLUSION.................................................................................................................10
REFERENCES................................................................................................................11
APPENDIX I.....................................................................................................................13

INTRODUCTION
Marketing intelligence can be stated as the more specialized area of marketing in
which relevant information related to company's market has been collected in order to
make effectual decision. The present report focuses on Primark which is a famous retail
clothing store and offers reasonable and affordable clothes to clients (Chern, Lee and
Wei, 2014).
TASK 1
1.1
It is essential for individual to make purchase decision while buying the product
or services from market. Thus, here Primark GB company aims to launch a new shoes
product in market and target young consumer of UK. However, it assists manufacturer
in assessing the needs and preferences of clients. The different stages involved in the
buying process are as follows-
 Need recognition- Here, the employees of Primark need to analyze the needs of
consumers. Thus, through assessing the needs of clients related to fashion it
assists business to satisfy their requirements (Ayub and et. al., 2013).
 Information search- Potential clients of UK searches the required information
for the shoes product in this stage. Moreover, through searching the information
it provides knowledge about the available products in market.
 Evaluation of alternatives- In this stage, customers identifies varied options
available in market related to shoes. However, the purchaser is required to
evaluate the present alternatives and select one product which will satisfy their
needs and wants (Nazari and et. al., 2015).
 Purchase decision-making- Here, the decision is required to be made by the
buyer which is influenced by many factors and thus purchases the Primark shoes
that can be on the basis of price and comfort. The buyer is required to make
effectual decision of selecting the brand such as Primark which satisfies their
needs.
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 Post purchase evaluation- After, buying the product the buyer evaluates the
goods on different characteristics with their original needs (Jensen and et. al.,
2015).
1.2
The significance of buyer behavior is termed as it is the study of actions of clients
while purchasing the products. However, it assists manufacturer to analyze the needs
and preferences of consumers. Thus, they can market related products to enhance
sales and profitability. There are two basic theories identified of buyer behavior in
regard to individual and market. These are as follows-
 Cultural and social theory- With the assistance of such theory it can be stated
that every individual has their own values, beliefs and idea that is basically
influenced by the social environment of clients. However, Primark need to assess
such values and beliefs that lead to certain buying behavior. For instance, it has
been identified that buyer needs to purchase the clothes as per their living
standard in society (Trainor, Krush and Agnihotri, 2013). Likewise, for upper
middle classes the more precious and branded clothes they purchase it
increases their living standard in society as well. Therefore, their decision to buy
branded and costly clothes is influenced through the socialization of individual.
 Generic theory- In such type of theory the buyer of product starts their research
by analyzing two factors i.e. product and pricing. However, it influences buyer
decision to purchase the product. For instance, if any client decided to purchase
new fashionable clothes. Then, it is essential for them to research about different
factors of product such as features, price and unique fashion that influences
individual purchase decision (Jones and Rowley, 2011).
1.3
The three different factors that affect the buyer behavior are as follows-
 Personal- It includes different personal factors such as age, gender, family
structure and lifestyle of people. It is different in particular individual. For
instance, it can be stated that the demand and need of young teens will be totally
different from older people (Venter and Van Rensburg, 2014). Therefore, the
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main target segment of Primark is younger people and they provide them product
as per their needs. Thus, it influences the buyer decision of younger people to
purchase any product.
 Social- It involves the combination of different factors that include income,
occupation, education and other variables. Thus, the purchase decision to buy
the product depends upon the society. For instance, purchase decision to buy
costly clothes depends upon the income structure of people. Generally, young
people with middle income individual buy clothes from Primark.
 Cultural- It involves individual's cultures, subculture and social class. However,
all these factors involves the individual's own values and decision processes to
buy the product. For example, it is crucial for Primark to manufacture products
related to consumer's social class which influences their buying behavior (Helm,
Krinner and Schmalfuß, 2014).
1.4
Brand can be defined as a sign, name, symbol, design, term and feature of a
product or services that is used to differentiate a product from other as well as it also
helps in making differentiation in between two or more companies (Delassus and
Descotes, 2012). Brand loyalty can be stated as the commitment or loyalty of individual
buyer towards the firm which influence them to make repeat purchases. Thus, it assists
in developing brand image of business in market. Through evaluating the relationship
among brand loyalty, corporate image and repeat purchase, it can be assessed that it is
the value of manufacture in market that attracts clients to become loyal towards firm.
For instance, there is a consumer who is regularly purchasing clothing products from
Primark and is satisfied from the quality and price then he/she will be the loyal clients for
company and carry repeat purchasing for long term. Thus, it benefits the firm in
enhancing sales and profitability (Arslan and Altuna, 2010). It can be evaluated that
when a consumer purchases the particular product by considering the brand image of
firm in market and thus it develops corporate image of firm in the minds of customers by
regularly using the product and making repeat purchases.
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M1&D1
Brand can be stated as the symbol, logo and design which distinguishes one
manufacturer from its other rivals. It is unique identify of any firm in market to attract
clients. Primark has developed its brand image through offering unique range of
affordable clothing products to youngsters. Thus, it assists business to attain
competitive edge as compared to rivals (Head, 2006). Primark undertakes value driven
brand strategy in order to maintain its corporate image and repeat purchases from
clients. Primark's “Love to Lounge” range is based upon the phenomenon on offering
good quality product but at affordable prices. Thus, it assists in retaining clients for long
term in business.
2.1
Market research can be stated as the way to collect and analyze the data about
the buyer, competitors and different market problems. With the help of such type of
activity the marketing department can gather required information related to market and
also assess the needs and wants of clients. There are different techniques related to
market research which helps in analyzing the current and future trends in marketing.
Market research techniques are as follows-
 Primary source- Through such type of source it helps in collecting the
information for the first time which has not been used earlier. Thus, such method
can be adopted by Primark in order to gather information regarding the market
and then enhance the products as per the needs of consumers to attain success
(Delassus and Descotes, 2012). The main advantage of using primary sources is
that it provides first hand information while the disadvantage is that it is costly
and time consuming method. Thus, in order to evaluate the future trends of
business in marketing it is crucial for firm to undertake primary source.
 Qualitative technique- In such type of market research technique the
information is being collected through interacting with different group of
respondents. It involves different tools such as in-depth and focus group
interview. However, in both the techniques particular number of consumers are
selected. Then certain information regarding the company's product i.e. Primark
affordable price clothes is being asked. Thus, on the basis of client perception
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business improves its products and satisfies their needs (Rosenbloom and
Dimitrova, 2011). The advantage is that it undertakes face to face contact with
individuals while the disadvantage is that sometimes misleading information can
be gained. Thus, it can be assessed that researcher needs to undertake all these
techniques together so that best results can be attained.
 Quantitative technique- In such type of technique, the data is being gathered
through performing surveys and meta-analysis study that helps in understanding
the customer perception. Further, by adopting different tools such as online
questionnaire and telephonic survey it helps in collecting the information about
the requirements of purchaser. Thus, Primark can use such type of market
research techniques which helps them to analyze the perception of customers
towards their product and also assists them to enhance the goods and attain
client satisfaction (Gök and Hacioglu, 2010). The advantage is that information
can be collected from large set of population while the disadvantage is that
consumer perception could be different from each other that affects firm to make
decision.
2.2, 2.3
Secondary data can be stated as the means in which the information is already
collected by some other researcher. Also, it is readily available and saves lot of time
and cost of scholar. It includes tools such as books, journals and business magazines
etc. Using such technique it helps in saving time of individual which can be utilized at
other activities. In addition to this, it provides ease in statistics assortment. Through,
using secondary information scholars can compare its findings on the basis of previous
one. However, there are two different techniques of data collection such as quantitative
and qualitative (Hultman and Hills, 2011). For instance, the Primark's marketing context
being UK based they can undertake primary data collection method which can be
gathered through online surveys, questionnaires etc. Thus, with the assistance of such
technique it helps business to keep a close watch on the market such as competitor’s
products and pricing strategy. It assists business to overcome such issues and expand
its operations in UK market. Further, Primark can also use secondary data from different
sources such as industrial report, business magazines and newspapers to enhance the
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operation of firm. It can be evaluated that the secondary data sources are useful in
order to collect information and also its validity and reliability of market research are
crucial so that it can determine the advantages that firm possess and achieve
objectives. Validity can be stated as the findings or conclusions needs to be accurate so
that it could match with the situation arise in the real world. While, reliability can be
stated as same results which are present when experimenting something. However, it
can be assessed that at the time of judging the reliability of the market research
findings, it is crucial for scholar to undertake observation and innovation market
research in regard to attain satisfaction.
There are varied limitations which are faced by the scholar while collecting the
data from the market and that involves following-
 Finance- Here, the scholar is required to assess varied sources of data
collection. It requires lot of money and time (Guarda, 2012).
 Time- In this researcher is required to accomplish its research on specified time
period and it has been noticed that collection of quality data takes time.
 Unpredictable behavior- Here, the main purpose of marketer is to analyze the
behavior of its clients. But it can be identified that there is no guarantee that the
actions which is measured tend to be similar in the future. Therefore, it is
essential for researcher to modify the findings and attain results (Head, 2006).
Furthermore, it can be assessed that there are varied ways through which validity
and reliability of market information can be made, in which validity defines scientific
aspect of study, whether it is able to generalize population or not. Moreover, reliability
depends on the constant results determined by business. Thus, for researcher it seems
to be a very typical task. But in order to maintain both of them the data collection source
should be defined (Chern, Lee and Wei, 2014). It is essential for researcher to maintain
consistency at the time of carrying out study on same population. Thus, at the time of
drawing conclusion comparison need to be made for both of them. It assists in providing
reliable result.
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M3
The above task done in appropriate manner by adopting proper logical and
coherent arguments. It is essential to follow proper format of MS-Word document to
carry out the task. The font size and font style has been chosen as predefined.
TASK 2
2.4
Primark is required to develop a proper market research plan in order to launch
new shoe product targeting young clients in UK. It is as follows-
 Background- Primark is planning to launch new shoe product in market aiming
to target young customers in UK. Therefore, in order to gather information,
business is required to conduct research in selected market about the needs and
wants of people.
 Rationale- The aim of the research is to get the information about the UK market
that Primark is planning to launch shoe for young clients (Ayub and et. al., 2013).
 Objectives of research- It is essential for business to analyze the taste and
preferences of young clients and providing them required products.
 Research methodologies- It involves two techniques such as quantitative and
qualitative. Qualitative technique includes direct interaction with clients and in
which data is collected with the use of in-depth and focus group interview. On the
other hand, quantitative technique will involve collection of data through adopting
questionnaire and telephonic surveys (Nazari and et. al., 2015).
 Data analysis- Here, thematic technique will be adopted in order to analyze the
data.
 Time frame- It requires 12 month time period which can be presented through
Gantt chart. It presents scheduling of activities.
 Budget- It depends upon the financial condition of Primark (Trainor, Krush and
Agnihotri, 2013).
M2&D2
Following is the research proposal which is developed by market research
agency. It is as follows-
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 Background- Business is introducing new shoe product therefore, proper
research proposal has been made. Rationale- The rationale behind the particular study is to collect information about
the target clients, market and promotional strategies (Gök and Hacioglu, 2010). Purpose- The aim of this research is to attain information about the target market
along with client preferences towards the products being introduced by Primark. Research methodologies- It undertakes qualitative technique like questionnaire,
interview method both face to face and online to attain customer responses.
 Time Frame- It helps in planning and scheduling the activities.
3.1
Market can be stated as the place where people gather to buy and sell the
products. It can also be defined that it provides environment to the producer so that
manufacturer can present their prod cuts in front of customers. The aim of this research
to identify and select the market for Primark's new shoe product. Thus, business selects
UK young clients to attract for its new product. The market size for fashionable clothing
in UK is around 40 million (Jones and Rowley, 2011). On the other hand, market trend
shows that changes that are taking place in business environment. However, there are
varied trends that can be seen in the UK clothing market. It shows that more than half of
the UK consumer opts for affordable clothing. The market trend of clothing is very high
in UK and therefore, it has huge chance for the company to enhance its sales and
production. It can be evaluated that the UK fashion market is a leading industry for
varied key players and thus produce appropriate clothing material so that large set of
people can be attracted towards business. Also, there is high number of employment
within the fashion industry. However, clothing and footwear spending swings around
Pound 370 billion that involves 5.3% of total household consumption.
3.2
It is essential for businesses to adopt competitor analysis which helps in
evaluating the outside competition of firm. Thus, with the help of such technique it
assists organization to assess the strengths and weaknesses of its rivals. Further,
strategic group includes grouping of businesses within similar industry which possess
8

same models and tactics. Primark strategic group belongs its whole fashion clothing
industry. There are varied competitors of Primark such as Marks and Spencer, Mulberry
etc. selling similar product to clients (Venter and Van Rensburg, 2014). Thus, all these
competitors give tough competition to Primark. Therefore, business needs to produce a
complete unique range of products at affordable prices to attract young consumers.
However, availability of competitors in the industry requires firm to attract large set of
customers by providing them unique and cost effective products so that they are
attracted towards it and enhance the sales and profitability of firm in market. Also, there
are wide range of competitors available who are selling similar products therefore,
Primark needs to improve its quality and features so that sales can be improved in
market.
3.3
Primark has varied opportunities and threats for the new shoe product aiming at
young consumers in the UK. Through launching such product business targets young
clients and provide them a wide range of shoe product in order to enhance sales and
profitability. It provides opportunity to Primark in the form of enhancing its product
range. Also, potential threats firm own is that there are numerous rivals available in UK
fashion industry selling similar products. UK is considered as one of the most
fashionable country because the people who live there are very fashionable. It can be
analyzed that total UK household consumption on clothing and footwear is Pound 59
billion (Rosenbloom and Dimitrova, 2011). Thus, British clients spent about Pound 900
on fashion which is very high. Therefore, Primark has the opportunity to target young
people and enhance sales. Business possesses innovative idea, unique features and
affordable pricing tactics helps them to conquer the UK market. It can be evaluated that
after assessing the market trend in UK regarding the footwear fashion, Primark needs to
launch unique quality shoes at cost effective prices so that large set of population can
be attracted. However, there are varied threats faced by Primark such as already
existing companies like M&S who possess high brand image in market. Further, it can
be assessed that Primark also faces threats from different competitors producing similar
products therefore, it is essential for firm to produce unique quality products and that too
9

at best prices so that threats can be overcome and become opportunities for firm in UK
fashion market.
4.1
There are two different techniques which can be used in order to identify the
customer responses which are as follows-
 Face to face questionnaire- Here, researcher is required to be presented
before the respondents. It helps in easily collecting quality data and restricts the
responses to provide true and fair information.
 Online questionnaire- In such type of questionnaire the data collection is being
done through sending questionnaire to be filled by respondents on specific
websites (Gök and Hacioglu, 2010).
However, in both the identified techniques, close and open ended questions can
be used in order to derive responses of consumers. The advantage of face to face
questionnaire is that there is presence of researcher while analyzing responses. It helps
them to minimize the non-responses and collect quality information. Thus, data
collected is reliable. The disadvantage of such technique is that it is not possible for the
investigator to collect the information from wide range of population. It requires high cost
and time of carrying survey (Delassus and Descotes, 2012).
On the other hand, the benefit of online questionnaire involves low cost, less time
consuming and also provides convenience to respondent. Researcher can send
questionnaire to the e-mail address of respondent. The disadvantage of such method is
that here respondent can fill vague information because of unavailability of researcher
and lack of time. Thus, reliability of such informs hampers (Hultman and Hills, 2011).
4.2
Customer satisfaction survey can be carried out for the purpose of deriving
satisfaction level of Primark's clients in terms of products and services. Through
developing proper questionnaire format, customer responses can be assessed easily.
Same has been enclosed in the Appendix I-
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