Level 4 Marketing Management: A Detailed Marketing Plan for Primark

This report provides a comprehensive marketing plan for Primark, a multinational company known for affordable, good-quality products. It assesses the effectiveness of Primark's marketing strategies, analyzing its segmentation, targeting, and positioning (STP) model, and marketing mix elements (product, place, price, promotion, and physical evidence). The report also discusses Primark's relationship marketing strategy and offers recommendations for improvement, emphasizing the importance of digital marketing and customer engagement through social media. The analysis covers Primark's target audience, pricing strategies, and promotional activities, highlighting the company's focus on providing value to middle-class consumers and maintaining a strong brand image.

MARKETING PLAN FOR
LEVEL 4

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Effectiveness of marketing strategy.............................................................................................3
Analysing segmentation, targeting and positing (STP) of Primark.............................................4
Marketing mix..............................................................................................................................6
Relationship marketing strategy...................................................................................................8
Recommendations........................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing plan are made so that company can achieve their objectives by making
effective marketing strategy. Marketing plan provides direction to the company so that they can
target large audience. Marketing is essential because it is helpful in increasing awareness of the
brand. Primark is the multinational company which is known for the good quality of products at
affordable price. Company have wide product portfolio which include clothing, home products,
beauty products etc. company manufacture for male and female both.
Products are also launched for kids which include clothes, accessories etc. this study will discuss
effectiveness of marketing strategy. Further report will analyse segmentation, targeting and
positioning which is applied by the organization. Marketing mix will also be discussed which
Primark has applied. This report will also discuss relationship marketing strategy which focus on
current tactics and will also provide recommendations which are related to improvising
marketing strategy.
MAIN BODY
Effectiveness of marketing strategy
Adopting effective marketing strategy is very important because it helps company in
achieving goals. Marketing strategies which are able to target the audience is the most effective
strategy. Marketing strategy should be formulated in such a manner that it fulfils preferences of
the audience. Marketing strategy is essential for all whether it is the start up company or big
company because it provides direction to the business. When effective marketing strategy are set
by the business then it can help company in the promotional process. It also helpful in getting
right clients and enhancing company's reputation. While formulating the marketing strategy
business should take care of shareholder value, associated risks and digital technology.
Marketing strategy should be made in order to fulfil customer's perspective. Marketing strategies
are made by the senior management of any company (Chaffey and Smith, 2017).
Primark make sure that their marketing strategy is well-disciplined and are implemented
effectively. Primark focus on digitalization in terms of the marketing strategy. Company very
well knew that it will give growth opportunity. Senior management of the organization make
sure that they are updated and adopt market trends so that company's reputation can be enhanced.

Primark believe that marketing strategy should focus on increasing awareness of the brand
because if customer is aware about the brand then only they will develop trust in the brand. Once
trust is developed then it will help company in getting increased sales and profits. As customer
purchase from such company in which they believe and have confidence. Brand image of
company is one of the important thing so efforts should be made to protect it from effective
marketing strategy. The way company implement marketing strategy has been evolved. Earlier
marketing strategies were very limited.
As of the digital era marketing strategy has taken different face. Primark marketing
strategy is effective because company is exploring new forms of media which is available on the
internet. Company is present on social media platforms and carry their major marketing practice
through social media only. Company can communicate with their customers effectively through
social media and also gets feedbacks from them (Guimerà Edo, 2017). Feedback is helpful for
the company because through this company will come to know that where there is area for
improvement. Primark post regularly on social media so that they can be always connected with
customers. Through social media company can also give information to customers regarding
discounts and offers or launching new products. Company also uses email marketing because it
is also cost effective just like social media marketing. Email marketing also help company to
attract large audience in less time.
Althrough company also uses traditional marketing methods like TV, radio or magazine
but very limited. As company knows the power of digital marketing so rely on it more.
Nowadays most of the company's are using digital marketing over traditional marketing because
digital marketing is helpful in targeting large audience in less time. Consumers are also more
aware about internet and uses it by checking reviews of the products before purchasing.
Analysing segmentation, targeting and positing (STP) of Primark
STP model is used by company when marketing strategies are to be developed. It is
helpful to the company to know that what are the priority segment of the market. Once company
come to know the target audience then it becomes easy for them to target it. STP focus on
audience and not on the products.
Market segmentation:

Through segmentation company can come to know about niche which have specific
demand so that company can fulfil their demand (The Primarks Stp Strategy Marketing Essay.,
2021). Primark is the clothing retailer. In the product portfolio of the company clothing is the
important item. Demographic factor is the important element of the segmentation. Cost
leadership is adopted by Primark. It is because company wanted to target economical sector of
the society. Based on the demographic segmentation, market is divided into different group
which is based on the income. The products of Primark are cheap, so they target those people
who have low income or the middle class people. Company also target wedded couple in order to
increase the sales of their kids section. As wedded couple have children and for their children
customer prefer good quality of product at reasonable price.
Company believes that by targeting these segmented can help company in earning good
profits. Primark has also done psychometric segmentation, under this company divide group on
the basis of customer's preferences. As Primark is the fashion brand so focus on manufacturing
stylish clothes which are highly demanded by their customers. Company consider fashion taste
of customer and provide designer clothes at the most affordable price. As customer is everything
for company so fulfilling their demand will help company in achieving higher growth and
revenue.
Market targeting:
Primark knows their customer needs. Primark target the customer who falls under 35
years of age because in this age people want to look stylish at the reasonable price. Company
have also chosen cost command strategy which helps company in beating their rival firms.
Differentiated marketing strategy is selected by the company under targeting strategy as
company have wide product portfolio (Ponomarenko, 2018). So customers can be segmented
using various segments. So that is why differentiated marketing approach is the best strategy for
Primark.
Different segments can be evaluated on the basis of gender, age, income, lifestyle etc. as
company have multiple products, so they target consumers who are middle class and fall under
medium income group. As middle class people only search for affordable products which
Primark is providing. For the age segment company target consumer who fall below 35 age.
Company target male and female both. Particular those people are targeted by the company who
wanted to look stylish by wearing the latest fashion at the most reasonable price.

Market positioning:
Market positioning give information regarding the performance of brand and provide
important data for marketing communications which is done to enhance brand's reputation.
Through communication which is advertisement company gives information to the customers
about their brand and products which they are manufacturing. Primark has the range of clothing
which is trendy, stylish and are of good quality. Company focus more on in store services. In
order to provide good quality of products at affordable price so that customer can get value for
their money (Hollensen and Opresnik, 2019). Company has also hired celebrity for endorsing
their brand so that they can position itself that their products are not basic but are used by
celebrity as well. This positions Primark that their products are not just basic but have more
value. Through this customer loyalty get increased because company has promised of providing
good quality of products to the middle class people.
Marketing mix
Marketing mix is a set of actions which must be taken by the organization in order to be
able to operate efficaciously and expeditiously in market. Contest in bazaar is exploding rapidly
which must be analysed and decisions and ideas have to be developed around this component.
Employment and trade good of company have to be well discussed and improved upon so that
the company would be able to position themselves well (Gupta, 2020). Primark is using STP as
well which is helping the organization to be able to segment and target the right audience in the
company as well which is making the profit margins and working of the organization be higher.
 Product
Primark is dealing with products of clothing, housewares and cosmetics which are
targeting the female customer in the company. The organization is making sure that the standards
and quality are matching the expectations of the clients and have the right positioning in the
market accordingly as well. Demands and needs of the client base is increasing as the
organization has gotten on the online platforms which is making the customers have more
convenience for shopping in this store. Technology is highly in demand by Primark so that social
group would be able to gain the accurate attention and working which would make regulation of
the company be higher. Designs and warranties for the products of Primark is present in the

organization which would make sure that there are right working and performance which is
going to be required.
 Place
It is according to the segmentation of Primark the organization established themselves
online so that they would be able to gain the right working and audience in the company. There
are a lot of channels which can be used by the company in order to be able to gain accurate
attention and working which would make sure that there are higher operations (Perepelkin,
2017). Internet is helping Primark to be able to have the right interaction with the clients and
understand them so that there are changes and improvement which is taking place from time to
time. Retailing is the method which Primark is using so that there are going to be better ideas and
decisions which are being taken so that there are better transaction and on the job which would
be immediate.
 Price
Primark is targeting for the clients which are interest in quality and value for money
which they are investing in the company. It is crucial for organization to make sure that there are
accurate activity and improvement which the company is having so that there would be better
decisions and working of the organization. Competition pricing is being used by Primark from
time to time so that they would be able to make sure that they are getting exact attention from the
clients which is a very important aspect. Leaders have to make sure that the employees are
having the accurate regular and practical which would make sure that there are right actions and
improvement which the company must have in order to have the right customers and clients in
the market.
 Promotions
Primark is making a lot of changes and improvement according to the clients but the
regular customers always need special offers and branding directly for marketing purpose has to
be existing so that the company is going to have higher functioning. Communication between the
company and the clients has to be strong so that the organization is going to have better standards
for themselves (Pike, 2018). Sale promotions have to be existing so that establishment is going to
have higher standards and working which is a very important factor to have. Discounts, offers,
etc. are being provided by Primark to make sure that there are right actions and improvement
which the company is having to be able to have higher functioning.

 Physical evidence
Comfort in the products and services of Primark has to be existing to make sure that there
are higher functional and betterment which is going to be required in the company. Facilities and
infrastructure and other aspects have to match the standards and demands of the customers which
is going to make sure that there are right factors which are existing in company. Contact of the
employees and clients has to be strong so that there is efficacious working and online experience
of clients has to be matched as well. There is a standards which the company is having for
themselves in the market.
 People
Culture and other differences between the clients and employees have to be matched. The
internal working is impacting the customers of the company as well which has to be well
managed. Training and development with changes is being provided to the employees of the
company so that there are higher branding and value for the company in the market which would
make certain that the organization is being able to have the right revenue (Gielata, 2017). There
are a lot of activities which are present in Primark and they have to be matched so that the
organization would be able to make exact place for themselves to be able to operate smoothly,
effectively and efficiently in the market.
 Process
Research and development department in Primark are having the right investment to
make sure that there is effective unique factors which are being added in the organization. It is of
the essence for business to be able to have right focus of clients therefore improvement and
understanding of them is very essential. Design features and better operation has to be present so
that company would be able to make sure that there is better designing which would be present in
the organization.
Relationship marketing strategy
Relationship marketing is for the customers relationship management so that there would
be longer relationship and engagement which firm is going to have for a long run. Primark is
having a good relationship with the clients. The company is being able to make the right
reputation and standard for themselves in bazaar so that there would be higher working and
improvement. There are a lot of activities which are taking place in the company so that system

would be able to operate efficaciously and efficiently in bazaar. Establishment of the effective
working and relationship is very important in the company so that there are going to be higher
running and transaction which would be present. There are a lot of issues, situation and trouble
which rise for customers which have to be solved on time so that this relationship can be solved
effectively. Outside environment which is not in control of the company are also going to impact
the working and this factor must be analysed and worked upon so that firm would be able to gain
the right attention. Stores and online platform for Primark is made according the demands and
needs of the customers so that the company would be able to keep up their reputation and brand
image in the market and make portfolio be even higher. Customers are going to make the
profitability of the company be dependent on this factor which is a very important aspect.
Current tactics of making sure that there are right factors which are being followed in the
company are present in Primark since they understand the competition which is present in this
industry and the decisions are also make accordingly (Minasyan and et.al., 2018). Analysing the
market is very crucial for organization so that there would be raised operations and employed
which they can have for themselves. Marketing strategy has to strong of the company in
command to be capable to gain the right attention of the customers which would make sure that
the organization is being capable to compete in the market effectively.
Recommendations
Primark has already adopted effective marketing strategy but if they make some
adjustments then it will benefit to the company in increasing their sales and reputation and which
are as follows:
Company should use analytical tool so that they can determine such strategy which are
not working. Google analytics can be used so that company can come to know that which
marketing channels are helpful in bringing more traffic. Company can also go with survey option
so that they can come to know that how customers are getting awareness of their products. While
carrying social media campaign company should avoid such site which are getting minimum
traffic. As alternate strategies are available so company should use them. Company should post
images and videos more frequently and should also communicate with their audience more often
in order to increase their sales.

Company should find out that which marketing strategy is not working and after finding
it out should eliminate such strategies which are not bringing customers. Primark should focus on
existing customers because that will bring new customers to the business. Existing customers
should be provided offers and discounts so that they do publicity of company with word of
mouth. Company should not stick with old techniques but always welcome new techniques. As
old techniques will not help company in achieving their objectives. Primark should focus more
on online marketing in order to get more leads and then convert those leads to potential
customers.
CONCLUSION
From the report it is analysed so that there are higher functioning transaction and
strategies which would be considered and would make sure that there are accurate practical.
Having a good experience is going to make sure that there are right actions and improvement
which is taking place in establishment so that there would be healthier operations. Client base of
Primark is very strong which would make sure that there are right actions and improvement that
are taking place according to customers of company. Profit margins of firm has to be well
balanced and investments have to be made with time therefore it is crucial for firm to have a
good working. Internal and external challenges of the business must be solved so that the
company is going to have higher operations and working.

REFERENCES
Books and Journals
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Gielata, Ł., 2017. Project of marketing plan implementation in Inventage Consulting
Company (Doctoral dissertation, Zakład Zarządzania Innowacjami).
Guimerà Edo, I., 2017. Social marketing plan of Amnesty international.
Gupta, P., 2020. Marketing, Advertising or Promotions: A Strategic Planning. Journal of
Accounting, Finance & Marketing Technology. 1(1). pp.8-13.
Hollensen, S. and Opresnik, M.O., 2019. Implementation and Controlling in the Marketing
Planning Process. World Scientific Book Chapters. pp.383-477.
Minasyan, E.T and et.al., 2018. Marketing plan for information support & consulting and public
awareness programs of Armenia Optical Business Center(Doctoral dissertation).
Perepelkin, J., 2017. Implementation and evaluation of a marketing for pharmacists elective
course. Pharmacy Education. 17.
Pike, S., 2018. Destination marketing organisations. The SAGE handbook of tourism
management: Applications of theories and concepts to tourism. pp.129-153.
Ponomarenko, A., 2018. B2B Digital Marketing Plan for Attracting New International Customers
and Building Brand Awareness Globally: Case: AMA Co., Ltd.
Online
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