Analyzing PRIMARK's Internet Marketing for Promotion: A Case Study

This case study examines PRIMARK's use of internet marketing for promotion, focusing on digital marketing communications. It highlights PRIMARK's non-transactional online platform, aggressive marketing campaigns on social networks, and diversified product range. The analysis covers search engine marketing strategies like pay-per-click and text-based advertisements, emphasizing the importance of search engine optimization (SMO) and online marketing to increase productivity. Furthermore, the study outlines best practices in online public relations, including identifying the target public, collecting information, using appropriate PR tools, monitoring and control, and performance evaluation. Finally, it demonstrates how PRIMARK leverages digital media communities, such as Facebook and Twitter, to enhance marketing strategies, customer relationships, and market research.

Task 2:
use of the internet for promotion of PRIMARK using digital
marketing communications
Case study of PRIMARK

Introduction
 Irish clothing retailer which was founded in the year 1969
 It is third company with higher turnover rate
 Lower prices and stronger expansion of store in other countries
 Larger product portfolio
 Major competitors are MATALAN, H&M, NEW LOOK
 PRIMARK adopts of online and digital marketing to make a
competitive position in the market

Digital Marketing of PRIMARK
 Non-transactional online platform
 Attract the customers by launching of aggressive marketing
campaigns on the digital social networks
 Offers of larger diversified range of the fashion products to the
customers
 Launch of e-commerce website of PRIMARK to conduct brand
awareness strategies
 Optimization of SEO and paid SEM campaign

Demonstrate of search engine
marketing that used for PRIMARK
 Search engine marketing is paid form for advertising of company’s
products on search engines
 Different types of search engine marketing used for PRIMARK are:
 Pay per click: It holds off an equal amount of significance in
process where the companies are required to pay money to
advertiser those post advertisement for PRIMARK
 Text based advertisements: It is type of ad on Google search that
consists of three parts such as headline text, display URL and
description text

Demonstrate of search engine marketing that
used for PRIMARK (Contd.)
 With help of the search engine optimization (SMO), the customers can
play a beneficial role in internet marketing
 The customers can type into search engines such as Google and Bing
and the result is displayed into web engines
 Online marketing can increase of clothing productivity of PRIMARK
 Search engine marketing is help desk for the customers to collect of
knowledge and platform for the companies to make of product for
reaching the customers

Newsletter

Guidelines for best practice in online public relations
 Good public relations show effective management and customer satisfaction
for the company
 PR campaigns execute from time to time to achieve of positive images for
the company and increase of productivity
 Some of the best practices in online public relations for PRIMARK are as
follows:
 Identification of target public: Identifying the target public is included in
the process of the public relations management. The target audience of
PRIMARK are 25-50 years old and people are fashion conscious and want
value for their money.

Guidelines for best practice in online
public relations (contd.)
 Collection of information: We decided sources from which to
collect information as well as review the information along with
analysing the content.
 Appropriate PR tools: PRIMARK is used of various tools to maintain
public relations and tools for collection to compare effective tool by
using strategic decision making.

Guidelines for best practice in online
public relations (contd.)
 Monitoring and control: There are proper monitoring and
controlling of company’s website and blogs used to maintain of public
relations. It helps to control of unethical activities into company’s
website.
 Performance evaluation: It evaluates the feedback and reviews
from the customer’s side. It helps to calculate the effectiveness of the
organizational policies as well as strategies to change into policy
when required.

Demonstrate of how PRIMARK uses of new digital
media communities
 Digital media communities are a tool to make easier activities for
PRIMARK
 Help to conduct effective marketing strategies and increase PRIMARK
to gain competitive advantage
 Help to advertise about company and aware customers about
products and services for maintaining of public relations
 Help to customer relationship management and do market research

Demonstrate of how PRIMARK uses of new digital media
communities (Contd.)
 Two types of digital media communities help PRIMARK to grow such
as:
 Facebook page: It helps to connect people with each others. It
interacts with people related to company’s information.

Demonstrate of how PRIMARK uses of new digital media
communities (Contd.)
 Twitter: It is mix of social media as well as blogging site. It highlights
advertisements and reviews from the customers.