Marketing Essentials: Role of Marketing, 7Ps and Primark Marketing

This report delves into the core aspects of marketing, emphasizing its critical role in business operations and its interrelation with various functional units within an organization. It explores the practical application of the 7Ps of the marketing mix—product, price, place, promotion, people, process, and physical evidence—in achieving overall business objectives and goals. The report uses Primark, a fashion retailer, as a case study, analyzing its marketing strategies and plan development. It examines how Primark leverages marketing to expand its market share, identify customer needs, and maintain a competitive edge. The analysis includes Primark's pricing strategies, promotional activities, and distribution channels, alongside its customer service and internal processes. The report also highlights the interdependencies between the marketing department and other units, such as production, finance, and human resources, demonstrating the holistic approach required for effective marketing. Furthermore, it contrasts Primark's marketing approach with that of Marks and Spencer, providing a comparative analysis of their strategies regarding products, pricing, distribution, promotion, and customer service. The report concludes with an evaluation of the marketing plan developed for Primark, summarizing the key findings and insights.

Unit 2 - Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO1 Role of Marketing and its interrelation with another functional units in the organisation. 3
LO2 The uses of 7P's of Marketing Mix to achieve the overall business objectives and goals..5
LO3 Development and evaluation of a marketing plan for the Primark.....................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the important process which includes the publicity, sales techniques and
advertising. This process is start after the service or product is design. It is a major tool for the
successful business. Marketing also contained the communicating, creating, exchanging and
delivering offers that develop a value for the customers. Marketing is the essential tool that helps
the organisation to recognize their customer's needs and desires and produce the products
accordingly. Primark is a fashion retailer in United States and Europe. Primark offers a several
range of products such as women wear, children's wear, menswear, footwear, homewear,
accessories, confectionery and beauty products. Primark serves its products in 372 locations. It
has headquarters in London, Mayfair and United Kingdom. Its first store was founded by the
Arthur Ryan in June 1969. This report will include the role of marketing and it relation with the
other functional units in the organisation and also explain the main roles and responsibilities of
the marketing in business operations. This report will also highlight the factors of the marketing
mix that are used by the company to meet their objectives and goals. In this report we will also
discuss about the marketing plan of Primark.
MAIN BODY
LO1 Role of Marketing and its interrelation with another functional units in the organisation
Role of marketing
Marketing plays a crucial role in the great success of the Primark. Marketing can enlarge
the market share of an organisation. Marketing is grand platform, by which Primark can
promote and expand their product worldwide. By the marketing, company can identifying the
customer's requirements and provide the clothes, home-wear and accessories at a competitive
price to achieve the competitive advantages in the market. It also provides many advantages by
the competitive pricing strategies, sales promotion and advertising. By the uses of internal
promotion strategy, Primark can improve their market expansion in the fashion industry. Primark
uses proper marketing strategies for the great development of their products and services.
Primark fashion retailer, restructure marketing team for the great enhancement of their
performances. Marketing also helps to increase the productivity in the organisation (Babin and
Zikmund., 2015). Marketing assists the company to reach at create a huge customer base and
encourage the investors and community towards them.

Enhance sales- With the help of marketing Primark attracts various new customers as well as
also retain its old customers that can enhance their profit and sales constantly. Marketing has a
main role in boosting the sales of an organisation, it helps in promoting product's features and
characteristics in the global market. Primark uses the specific promotional strategies that can
help the company to build their brand image and that will lead to enhancing customer base and
sales (Larson and Draper., 2015).
Communication channel- Marketing is also known as a communication channel because it
helps the Primark to providing important information regarding the products and services to the
customers. It also plays a major role to creating the value for customers. Marketing is very useful
for the Primark to advertise company's products globally. It also helps the customers to easily
approach the good company and its products. Proper communication between the Primark and
their target customers assist the company in gaining customer's loyalty and also offers a high
competitive advantages.
Encourage customers- Marketing plays an essential role to encourage the customers towards
their products. Primark adopt various marketing strategies like creating innovative product that
will automatically enhance the customer engagement and increase product selling.
Interrelation of the marketing with the another functional units in the organisation
Marketing and production units- The production unit is take necessary actions about
the producing goods and services that are offered to the potential customers. Production
department and Marketing are the main pillars of the Primark because all the operational and
functional activities are dependent on them (Muralidharan and Raval., 2017). Marketing and
production department works together because the marketing unit provides the important
information regarding the design and quality of the clothes and accessories that are required by
the consumers in the market. Marketing plays a major role to improve the production activities in
an organisation. Effective marketing can build the large customer base and then Primark should
have to enhance their productivity. So, the activities of the production are largely depended on
the Marketing. Marketing also provide the information reading the exact time line within which
the product should be provided by the company to the market.
Marketing and Finance units- Marketing department in the Primark provides necessary
information related to the budget requirement for the promotion, research and division of the
goods and services. Marketing department will create the effective tools for developing the

proper management system for the finance. Primark is concerned about the distribution and
allocation of the funds of the company so, the marketing department will analysis the market and
provide the important data accordingly. Marketing plays a crucial role in appropriate financial
management of the Primark.
Marketing and human resource units- Human resource department indulged in the employee's
recruiting and selecting process. In the Primark, marketing department gives the huge knowledge
to the human resource department about the talent and skills that required to meet the customer's
desires effectively (Campbell, Martin and Fabos., 2018). Marketing team also inspire the human
resource unit regarding the proper training and development programme for the employee to
improve their work efficiency and meet the customer's demand appropriately. By selecting the
skilled and capable employees, human resource can improve the marketing functions.
LO2 The uses of 7P's of Marketing Mix to achieve the overall business objectives and goals
7P's are product, price, person, promotion, place, packaging and positioning. Primark
uses the marketing mix formula to evaluate and analysis the business activities. For the great
development of the market strategy, company should have to use marketing mix. 7P's helps the
Primark company to identify the major issues that can affect the marketing process of its
products and services. Marketing mix is a perfect diagnostic tool that includes vital components.
It is an important tool that used by the Primark to promote its products and services. Marketing
mix plays an essential role in controlling the market plan of the company.
Marketing Mix Primark Marks and Spencer
Product Primark is the prime fashion name
in UK. Primark sales several
products such as menswear,
children wear, women's wear,
home wear, beauty products,
footwear, confectionery and
accessories. They majorly deal in
producing and manufacturing of
clothes and house wear. They also
maintain high quality of product
Marks and Spencer offers many
products such as clothes for all
gender and age of people. Marks
and Spencer also produce food
products, groceries and household
items (Rudden., 2016). The quality
of product offered by Marks and
Spencer as compared to Primarks
are very less.

standards and take essential actions
to manage it.
Price Primark is the cheapest leading
company in retail industry.
Primark uses various pricing
strategies to expand their business
globally. Price is also a big factor
to influence the customer's base.
The low price of the product
attracts many customers from the
market and give them high
satisfaction (Lane., 2016). Primark
maintained a high reputation and
create a huge brand so, the price of
their products are high. The
appropriate pricing policy will
improve the company structure and
offer products in a budget rates. To
gain the huge advantage of low
price strategy, the company will
provide the best material by the
low price.
The Marks and Spencer maintain a
very high price of its products. The
potential customers of the
organisation are very small as
compared to Primark (Nirschl and
Steinberg., 2018). They use
competitive pricing strategy that
can create a big advantage for the
company to generate competitive
advantage from the retail market.
Place Primark has more than 372 stores
across the world. Primark
distributes its products and services
to the customers with the help of
distribution channel. The biggest
primark store established in
Birmingham. Primark conducted
the smooth process to offer their
The Marks and Spencer has
approx 1400 stores all over the
world. They also offered their
products and services through the
help of different distribution
channel. M&S also serve their
products and services through
retail, wholesale, internet, direct

products. The company will
investigate the area where huge
customers are looking for the best
and trustable products. They serve
in many areas such as France,
Belgium, Ireland, UK, Italy etc.
sale, mail order and peer to peer.
Promotion Primark uses unique promotional
activities to encourage its sales.
They also organize various
campaign such as 'Big Labels and
small prices' and seasonal
campaign for the enhancement of
product advertisement and
acknowledgement. Primark
company not spend its money for
the celebrity endorses (Purvis.,
2015). They also use marketing
communication strategy to grab the
large attention of the consumers on
their products and services. All the
promotional strategies plays a great
role to enhance the company's net
worth and market share.
The Marks and Spencer invest
their lot of fund in the promoting
and advertising activities. The
company offers various products
according to the categories of
person so they use many
promotional kit such as print
media, advertising, social media
and hoardings to enhance their
sales of products and services.
They use promotion, advertising
and direct marketing technology to
conduct sales. The Marks and
Spencer also use the social
networking sites to encourage the
people towards their business and
all these activities helps the
company to generate their positive
image in the fashion industry.
People Primark has more than 70,000
employees in its business. Primark
company also offer many rewards
and incentive scheme to enhance
their work efficiency in the
Marks and Spencer employs
80000 employees worldwide
(Baker and Saren., 2016). They
provide the effective development
and training to their employees for

company's works and encourage
them for unique innovation in
production and operations. They
also provide encouragements letter
to the employees to inspire them
for effective work. Marks and
Spencer takes various actions to
maintain the strong relationship
with their staffs and inspire them to
achieve Primark company's
objectives effectively.
the big expansion in the
productivity. Marks and Spencer
also concern about the health and
safety of the staff, by which they
gain the huge customer trust on
the organisation and its products.
They conduct many programmes
to improve the work's efficiency
and effectiveness of the
employees. All the training
programmes helps in improving
the employee's skills and talents
thus it is very beneficial for the
company.
Process Primark follows a smooth and
systematic process for distribute
the products and services. The
company also use logistic approach
in the product distribution, that can
promote the company to achieve
its competitive gain in the fashion
industry (Hollensen and Opresnik.,
2019). Primark also create a
smooth path for their consumers to
reach at the company's product.
They develop a quick and fast
process of purchase activity to
facilitate their customers.
The Marks and Spencer has
expensive selling process as
compared to Primark. It is major
disadvantage for the company
because it can decrease the
customer base in the organisation.
But Marks and Spencer offers the
customer care executive service to
their customers for providing fast
and quick solutions of their issues
and queries. It can create a huge
trust and provides great
satisfaction to the customers. The
company develops a unique
procedure for the sales and
manufacture but that is very
lengthy and time consuming

method.
Physical evidence The Primark uses attractive
physical stores to show their
company across the market. The
product and service of the Primark
are premium quality and company
present their products with
attractive logos and designs. The
unique logo and design of the
Primark attract the customers
towards its products and services.
This is very helpful for the
company to create its best results.
Attractive logo plays an important
role to promote the company's
business worldwide.
The Marks and spencer has unique
logo and design that will
distinguish the M&S from the
other companies in the fashion
industry. They have a colourful
designer logo that attract the
consumers from the market. By
these Marks and Spencer create a
unique identity across the globe. It
also very helpful for the company
to expand their business and
increase their customer base.
LO3 Development and evaluation of a marketing plan for the Primark
(Covered in PPT)
CONCLUSION
From the above study, it can be concluded that marketing plays a major role in the
success and growth of the company. It assists the company to identifying the customers needs
and desires and then manufacturing a product accordingly. This also helps in enhancing the sales
and profit of the Primark company. Marketing is connected with all functional departments of an
organization. The report also highlights the differences between 7P's of marketing mix of
Primark and Marks and Spencer in order to recognize the effective growth objectives of the
company. Marketing mix is very helpful for the Primark to achieve their objectives without any
errors and issues.

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