Marketing Communication Strategies for Primark's China Market Entry

This report provides a comprehensive analysis of Primark's marketing strategies for expanding its business into the Chinese market. It begins with an introduction to marketing and its importance, followed by a SWOT analysis of Primark, identifying its strengths, weaknesses, opportunities, and threats. The report examines market trends in China and analyzes Primark's current marketing communication strategies, including the 4Ps of marketing. A PEST analysis evaluates the political, economic, social, and technological factors influencing Primark's market entry. The report explores consumer behavior in China, outlines SMART marketing objectives, and applies the AIDA model to Primark's marketing efforts. Furthermore, it discusses STP (Segmentation, Targeting, Positioning) strategies and details a comprehensive communication plan, including objectives, promotional tools, media selection, and budget allocation. The report concludes with a discussion of implementation and time management strategies, offering a detailed overview of Primark's approach to the Chinese market.

Marketing Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK ..............................................................................................................................................3
CONCLUSION ...............................................................................................................................8
REFRENCES...................................................................................................................................9

INTRODUCTION
Marketing is a process which can help to a company to promote their products and
services in a particular market (Finney, 2011). Marketing is a vital and significant matter for a
company to improve their sales and to provide better customer satisfaction. Marketing is concept
which is divided in to two parts traditional and modern concept, traditional emphasise on to the
sales and modern approach is having focus to develop products according to the needs and
demands of the customers which is an easy manner to sale out a product in a market. The present
report is based on the Primark which is an international company and they want to spread their
business in the China also which is having huge opportunities for the company. The present
report is having content on the market analysis of the company and marketing tools which can be
used by the company. Marketing communication strategy can be help full for the company to
increase their marketing activities.
TASK
As the company is having decide to expand their business in a new market which is
having better opportunities to grow up and improve their business so it is essential for the
company to make proper analysis of their structure and management.
SWOT analysis of PRIMARK
Strengths:
Brand name: Primark is a big brand in retail sector so they can use their name to expand their
business in any country.
Employees: It is essential for a company that their employees have to be experienced which can
help to them to perform in any type of market situation.
Weakness:
Management: They are having a weakness in the management in the organisation which is

decreasing their value and effectiveness.
Opportunities:
Business expansion: As they are working in the retail sector which is full from the opportunities
to gain profits and revenues by providing products as per the customers expectations.
Threats:
Competitors: Many of the companies are working in the retail sector which is creating a risk of
down fall in their market share.
MARKET TRENDS: As the company is having a target to expand their market in the new
country so it is essential for them to know about market trends. China is a fast developing
country and they are having more than 6% GDP which can be helpful for the PRIMARK to set
their business in the China (Bacile and Swilley, 2014). They are having huge markets which are
having a potential to increase business via dealing in the Chinese market so it can be a profitable
deal for the company to expand their business in the China.
CURRENT MARKETING COMMUNICATION STRATEGIES OF THE PRIMARK
The PRIMARK is using 4P's of marketing to promote their products in the UK,
Product: Products are the main aspect of PRIMARK that will help in creating the business
successful and if the company provides better quality of product to customers it will help in
Price: Prices plays an important role for every product and to create more demand of products
prices should be nominal and this will help in creating increasing the demand of products of
PRIMARK.
Place: Place tells about the networks about the product and to increase the demand the company
have to spread their network so that the company gets benefits and will create more demand.
Promotions: For achieving success PRIMARK company had to do promotional activities
through newspapers, magazines, social media and many more so that product can reach to
customers easily and the demand also increases and range of product spread all over the world.
PEST ANALYSIS OF THE PRIMARK
PEST analysis of the PRIMARK to expand their business in to the Chinese market which
is full from the opportunities which can help to the company to increase their revenues:

Political: China has the powerful political system which help to make batter position in cloth
industry. They make many rules to improve market condition which are forms in formal rules
and informal rules (Graham and Frankenberger, 2011). These rules has main motive is also that
improve e-commerce, improve economic condition and develop industries.
Economic: China got the higher growth in GDP in last 5 years and they also continue its market
and pace development. China has excellent rate of saving, excellent learned workers and has a
big export business platform which help to china economic growth. Primark can easily purchase
the machine and raw material and other products. The nation is having better economic system
by which company can grow easily in the market.
Social: China relay on the first position of population growth and differences in age distribution
are changed and playing a vital role on social and cultural aspects of country. China has power to
change the social and cultural trend and prices and another contribution of family and social
human sense, Which affect social factor of life style, cast, and literacy etc (Rawal, 2013). China
literacy rate up to 90% which play a crucial role to china economic or social development of
country.
Technological: China have many technological factor which help to develop market condition
and make it batter comparison of other countries. Many technological factor are involved with
new products, purchase of product, new machines, raw material and new technology like internet
and mobile. But China customer has to face problem due to online payment because its not safe.
So china consumer have to face uncertainty.
CONSUMER BEHAVIOURS
Consumer behaviour is the process that tells about the behaviour of consumers when they
are purchasing a product from stores and by this the sellers provide goods and services to the
customer to fulfil their needs and wants (Thorson and Moore, 2013). Types of consumer
behaviour are as follows:
Highly involved: In this process consumers are highly involved in the buying process and they
think about purchasing the product that are beneficial for them and they really buy a particular
product that are their wants and desire.
Less involved: In this process consumer are less involved in buying the product and they think
that these products are not beneficial for them and hence demand of that product becomes less.
SMART OBJECTIVES OF MARKETING

As the company is having target to increase their market so it is essential for the company
to make a proper marketing of the products in a particular market. Marketing Objectives of the
PRIMARK are given under here:
Specific: As the company is having target to expand their business activities in a specific market
which supports to determine a marketing strategy accordingly.
Measurable: Business expansion is having a potential to increase their profits and revenues
which can help to them to improve their business according to the targets. So they have to set an
object to maximise their profits by 10% by the business expansion.
Attainable: These target have to be attainable by the company and they have to be based on the
organisation capabilities (Mihart, 2012). As they are having a target to increase their business
revenues by the 10% so they have to make their efforts accordingly.
Relevant: Objects have to be relevant with the activities, as they are expanding their marketing
so it is essential for the company to manage their employees accordingly by which they can
improve their annual revenues.
Timely: It is related to the activities which is a part of the strategies so they have to make a their
process according to the time and they have to make adjustment to follow time management.
AIDA MODEL FOR MARKETING
PRIMARK can use AIDA model to provide better marketing activities which can help to
the company to make a lead in the purchase process in the China;
Awareness: They have to make effective promotions in the market by which they can make
people awareness fro the brand (Kim and Ko, 2010). Most of the customer wants to purchase
products from a company which is having positive position in the market.
Interest: It is essential for the company to make an interest of the customers in the promotions
so they have to make a proper planning on the promotion to make an interesting promotions and
advertisements of the products in the China so they have to use local language to make a better
communication with them.
Desire: It is essential fro the company to create a desire in the targeted customers to buy their
products so it is essential for the company to make an attracting promotion and advertisements of
the company's products and services.
Action: In this part they have to select an effective medium which is having a potential to
connect with the customers and as well as to make a better communication with them.

STP FOR THE PRIMARK IN THE CHINA
Segmentation: Segmentation can be done by PRIMARK according to the profession of
the customers and it will help in providing different type of clothing and other resources to the
customers of China that will help the company to segment in particular market where the
demand of that products is more.
Targeting: Targeting is the main aspect of the company that in which particular segment
they are targeting and what are the demand of a particular in different areas that will help
PRIMARK to gain more profit and hence demand will increase.
Positioning: Positioning is that thing that helps PRIMARK that in which particular area
they have to position their market so that it will create profitability of the company and by
positioning the sales of the company will increase and the company can provide better resources
to customers and hence the positioning of products could be done easily and in systematic way
(Danaher and Rossiter, 2011).
COMMUNICATION PLAN OF THE COMPANY
It is an essential element for the company to make a proper plan to make communication
with the targeted audiences. In which they have to decide objectives, media and tools to promote
their business in the China:
Objectives: As the company is having target to increase their business in the China so they has
to make an objectives which has to be attainable by them. They have to make an objective to
make a target on the particular type of customers and they can sale products according to the
needs and demands of the customers.
Promotional tools selection: IT is essential fro the company to select tools which are effective
to communicate with the customers. Advertising, sales promotion, personal selling and direct
marketing are some options in which company can select suitable tool for them. Advertisements
is the most impactive tool to promote their products in the market (Kitchen and Burgmann,
2010). So they has to make their focus on the effective advertisements by using appropriate
media.
Media selection: Media has a significant role in making communication and as well as to
promote products in the market. It is essential for the company to select a medium which can be
able to make a communication with the customer. They have to use electronic media, print media

and social media, these mediums can provide them a better grip on the market and as well as it
can help to them to make proper communication with their targeted customers.
Timings: It is essential for the company to divide their objectives in small targets with the time
limits, it can help them to make their activities and attain their targets in the time periods.
Implementation: Experienced employees and marketing managers are having a responsibility to
make an effective implementation of the marketing 0plan (Castronovo and Huang, 2012). So
they have to select those mediums which are effective for the company to make a
communication.
Budget: They have to make an effective budget in which they have allocate proper resources for
each activity. In it they have to divide budget in to the different type of factors in which they
have to invest in the marketing of the products in to the China.
CONCLUSION
The above presented report has been concluded about the marketing communication which can
help to the PRIMARK to make promotion in the China. Communication plan can help them to
make an effective communication with the customers as per the needs of the markets. So they
have to select those tools which can help them to make a proper communication with the
customers.

REFRENCES
Books and Journals
Bacile, T.J., Ye, C. and Swilley, E., 2014. From firm-controlled to consumer-contributed:
Consumer co-production of personal media marketing communication. Journal of
Interactive Marketing. 28(2). pp.117-133.
Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication
model. Journal of Marketing Development and Competitiveness. 6(1). p.117.
Danaher, P.J. and Rossiter, J.R., 2011. Comparing perceptions of marketing communication
channels. European Journal of Marketing. 45(1/2). pp.6-42.
Finney, S., 2011. Stakeholder perspective on internal marketing communication: An ERP
implementation case study. Business Process Management Journal. 17(2). pp.311-331.
Graham, R.C. and Frankenberger, K.D., 2011. The earnings effects of marketing communication
expenditures during recessions. Journal of Advertising. 40(2). pp.5-24.
Kim, A.J. and Ko, E., 2010. Impacts of luxury fashion brand’s social media marketing on
customer relationship and purchase intention. Journal of Global Fashion Marketing.
1(3). pp.164-171.
Kitchen, P.J. and Burgmann, I., 2010. Integrated marketing communication. John Wiley & Sons,
Ltd.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies. 4(2).
p.121.
Rawal, P., 2013. AIDA Marketing Communication Model: Stimulating a purchase decision in
the minds of the consumers through a linear progression of steps. International Journal
of Multidisciplinary research in social & management sciences. 1(1). pp.37-44.
Thorson, E. and Moore, J., 2013. Integrated communication: Synergy of persuasive voices.
Psychology Press.
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