Unit 17: Marketing Intelligence

This assignment is a comprehensive report on marketing intelligence, focusing on Primark. It covers various aspects of marketing research, including understanding buyer behavior, evaluating different market research techniques (qualitative and quantitative), assessing the validity and reliability of research findings, preparing a marketing research plan, assessing market size and future demand, conducting competitor analysis, evaluating opportunities and threats, and measuring customer satisfaction. The student is tasked with creating a marketing research plan for a new Primark shoe product, designing a customer satisfaction survey, and analyzing Primark's branding strategies. The assignment uses a Primark case study to illustrate the concepts and requires the student to apply their knowledge to real-world scenarios. The assignment includes several learning outcomes (LOs) and assessment criteria, indicating the specific skills and knowledge the student needs to demonstrate.

Assignment title Primania – Marketing Intelligence
Instructions
 An electronic copy of your assessment must be fully
uploaded by the deadline date and time.
 You must submit one single PDF or MS Office Word
document. Any relevant images or screenshots must be
included within the same MS Office Word or PDF documen
 The last version you upload will be the one that is marked
Your paper will be marked if you have indicated this as yo
final submission.
 Review the mitigating circumstances policy for informatio
relating to extensions.
 The file size must not exceed 20MB.
 Answer the criteria in order, clearly indicating the pass
criteria number.
 Ensure that all work has been proof-read and checked prio
to submission.
 Ensure that the layout of your documents are in a
professional format with font style Arial, font size 12 for th
text, font 14 for sub heading and font 16 for main heading
line spacing 1.5 and justified.
 Use the Harvard referencing system; otherwise it will be
considered as plagiarised work.
 Ensure that you back-up your work regularly and apply
version control to your documents.
 Ensure that any file you upload is virus-free, not corrupted
and not protected by a password otherwise it will be treat
as a non-submission.Learner declaration
I certify that the work submitted for this assignment is my own and research sources are
fully acknowledged.
Student signature: Date: 12/02/2016
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Introduction and guidance
Marketing Intelligence is a more specialised area of marketing. It provides a practical
insight into Marketing Research and looks at the critical roles it plays in marketing
mix, decision making and business strategy formulation.
This unit is challenging but also interesting with many practical elements, enabling
you to enhance and embellish your sales skills, communication and analytical skills.
The unit contains practical along with theoretical learning outcomes and thus the
unit is delivered using a variety of methods and styles to engage both your reflective
learning styles alongside the more pragmatist approach to learning.
The tutorial sessions, facilitated by a tutor, are used to support and enhance student
understanding and include a variety of classroom-based exercises that consolidate
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015
PLEASE REMEMBER
CHECK THAT YOUR ANSWERS MEET THE CRITERIA
COMPLETE THE ASSIGNMENT CRITERIA AS YOU GO ALONG
DO NOT LEAVE THINGS TO THE LAST MINUTE

Case Study
THE PRIMANIA
"Primark is a very famous retail clothing store chain, providing clothes to customer at
reasonable and affordable prices". Primark sells fashionable clothes at the low cost
end of the market. All of the company's merchandise is made specifically for the
company and as such Primark has its own brand names.
Primark is actually an Irish retailer of clothing with the numbers of stores in United
Kingdom, Ireland and Spain. Primark has more than 170 stores in which 125 stores
are located in all over United Kingdom, 35 stores in Ireland and round about 10 stores
in Spain. The first Primark store was established in year 1969 in capital city of Ireland
in Dublin by Arther Ryan with the collaboration with Micaela Mitchell. After achieving
the first success, they open more stores in different business centres with in local and
regional areas, which alternatively generate more profits.
Adored by fashion fans and value seekers alike Primark is widely established as the
destination store for keeping up with the latest looks without breaking the bank.
Marketing concepts: The basic proposition of Primark’s business is simple, solid and
timeless. Primark is known for selling clothes at the budget end of the market. The
company's success is based on sourcing supply cheaply, making clothes with simple
designs and fabrics, only making them in the most popular sizes, buying stock in huge
bulk and varieties and not advertising.
Buyer behaviour: Primark’s target customer is fashion-conscious and wants value
for money. Primark can offer value for money by: • sourcing products efficiently •
making clothes with simpler designs • using local fabrics and trims • focusing on the
most popular sizes • buying in volume • not spending heavily on advertising.
Primark’s business growth comes from meeting these customer needs whilst
continuing to expand stores and move into new markets.
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Branding:
Primark, Atmosphere, Cedarwood State, B&W, Denim Co., Love to Lounge, Young
Dimension, No Secret, Ocean Club, Secret Possessions are the keys of the design of
the logo for Primark's most prominent brand reflected the fashionability of the product
range. Primark offer a diverse range of products, stocking everything from new born
and kids clothing, to womenswear, menswear, home ware, accessories, footwear,
beauty products and confectionery.
Positioning:
Primark targets males, females and children within the mass market. The age of its
target customers are from early teens to the middle aged (mostly women buying for
the family). It positions itself in customer’s minds as the cheapest fashion clothing
brand in the UK and does not partake in advertising strategies to emphasise this.
However, the positioning strategy only works on differentiating Primark as the
cheapest clothing retailer, and does not gain a meaningful position in customers
minds as being fashion forward or of considerable quality – simply 'cheap'.
Market research: Market research means systematically gathering, recording and
analysing market data. Primary research involves going 'into the field' (e.g. house-to-
house or street surveys). Secondary research involves using existing sources of
information to research the market such as published reports or articles, or searching
the Internet.
There are two main approaches to 'primary' market research:
 Quantitative research: collecting information from a broad population sample
e.g. by conducting extensive surveys, used when Primark wants to gauge
appeal across a wide audience
 Qualitative research: working with small 'focus' groups. This involves far
more detailed investigations, e.g. gathering a small group of 'typical' consumers
to taste test products or to talk about their preferences and experiences of
using different products. Qualitative research, whilst not representative of the
views of the general population, provides greater insight into 'why' people think
what they think.
Primark research process has five stages:
1. Identify opportunity: Does it fit into an existing or new product category? Who
are the target consumers? What do they want? Method: Desk research.
2. Explore solution; What is the best solution? a new product? A product extension?
Fast fashion concept? A new design? Method: Qualitative research using focus
groups and in-depth interviews one-to-one.
3. Measure suitability/effectiveness: Evaluate the relative appeal of alternative
solutions in terms of meeting consumer requirements. Method: Quantitative
research through face-to-face, telephone/internet interviews
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

4. Test Market: As it is very expensive for a company to launch a new product,
before going for a full market launch it often to launch it in their focus stores 'test'
market. This may be launching the product in just one region of Great Britain, with
just one of their flagship shops or conducting a 'Simulated Test Market'.
Method: Quantitative research from participants in a test sample of consumers who
physically live with the test product for a period of days. There are three stages: 1.
Concept research - to determine whether consumers like the 'concept' of the new
product. 2. Product attributes - to determine whether the actual 'product' offering
matches the 'concept'. 3.Volume assessment - to determine whether consumers will
actually buy the new product and what, if any, existing products it will replace.
5. Track market performance: This involves tracking the product's success once it
has been launched e.g. by recording sales figures, numbers of people familiar with
the product, etc. Method: Quantified continuous rolling study with consumers and/or
analysis of Electronic Point of Sale data (sales information gathered via retailers' tills).
Customer Relationship Management: Customer Relationship process is now
being implemented with key customers in other markets around the world. Primark
work with their customers to improve shopper marketing and supply chain
collaboration and to accelerate innovation in order to provide superior quality
products at a very competitive price. Additionally, they recently started a successful
customer relationship program in understanding shopper needs, drives and
preferences, and migrating from a transactional and commercial link to a
collaborative and multifunctional business relationship.
Source:
https://www.graftoncentre.co.uk/shopping/primark/#sthash.5xy3bYsZ.dpuf
http://money.aol.co.uk/2014/03/23/the-rise-and-rise-of-primark/
http://www.independent.ie/business/world/fashion-swing-is-felt-by-penneys-owners-26461599.html
Scenario
You have been appointed as an Assistant Brand Manager for Primark's "Love to
Lounge" range.
Please complete the following tasks in relation to the range.
Task One - A report
Task Two - Marketing Research Report
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Scenario
As competition in the market grows, you have been asked to generate a report on
market research techniques and the complexities of customer behaviour for the
senior management team at Primark's London headquarters.
Task One - Report on Market Research Techniques and Understanding
Customer Behaviour
LO1 Understand buyer behaviour and the purchase decision- making process
LO2 Be able to use marketing research techniques
Include the following in your report:
Using the case study for support, describe the main stages of the purchase decision-
making process for an individual consumer as part of the introduction to your report.
(1.1)
Guidelines
You are required to consider the following in formulating you answer:
 Need recognition or perception, information search, evaluation of alternatives,
purchase decision, post purchase evaluation stages for the individual
consumer.
To complete your introduction, explain the importance of understanding buyer
behavior and explain two theories of buyer behavior in terms of individuals and
markets. Apply them to Primark. (1.2)
Guidelines
You are required to consider the following in formulating you answer:
• A description or definition from reputable source of buyer behaviour
• Identification of two theories of buyer behaviour
• An explanation of these two theories of buyer behaviour
• Citations, which should be made using Harvard referencing style
In the body of your report, explain three factors that could affect buyer behaviour.
(1.3)
Guidelines
You are required to consider the following in formulating you answer
• Identification of three factors which could influence buyer behaviour
• Explanation of these 3 factors
• Examples to help explain these 3 factors can be providedLO
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Provide a section in your report, headed Market Research Techniques. In that
section, evaluate three different types of market research techniques that Primark
GB could use in its market.(2.1)
Guidelines
• A description (or a definition from a reputable source) of market research
• Identification of the role and importance of market research
• Evaluation of quantitative research technique(s)
• Evaluation of qualitative research technique(s)
Explain how secondary sources of data can be used to achieve the company’s
marketing research objectives and assess the validity and reliability of market
research findings. The case study may be used to reinforce your answer.(2.2 and
2.3)
Guidelines Define or describe secondary data Outline two marketing research objectives Identify sources of secondary data to support these two marketing research
objectives Use sources of secondary data in these two marketing research objectives An assessment of the limitations of market research findings An assessment of what could make market research findings valid
 An assessment of what could make market research findings reliable
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Scenario
Primark GB company wishes to launch a new shoe product aimed at young
consumers in the UK. The senior management team has decided to conduct both
qualitative and quantitative research in the London area to test the market.
Propose a marketing research plan to obtain information in the area. This research
plan, also known as a research brief, is to be sent to three potential marketing
research agencies who will respond with a detailed marketing research proposal.
Task 2 Prepare a Marketing Research Plan
LO2 - Be able to use marketing research techniques
LO3 - Be able to assess market size and future demand
LO4 - Be able to measure customer satisfaction
Prepare a marketing research plan using the following format and include the
following; (2.4)
Guidelines
• Background
• Rationale
• Objective of research
• Methodology section covering among others, qualitative and quantitative
techniques
• Data analysis section
• Timeframe within which you want the research conducted
• A budget section for this research.
Provide an assessment of the size and the trends for the fashion industry in the UK.
(3.1)
Guidelines A description of what a ‘market consists of.’ Identification and selection of the market you will use for this question Due to time constrains, you are advised to select a market which has a great
deal of information that is readily available to you. An estimation of this market’s size, volume and /or value. A description of a market trend. An assessment of this market’s trends
Plan and carry out a competitor analysis for the Primark GB company. Provide the
results of your analysis in your plan. (3.2)
Guidelines
• A description of competitor analysis and a description of strategic group
• An identification of the strategic group that Primark belongs to its likely
competitors
• Plan and carry out analysis of Primark’s competitors.
Provide an evaluation of Primark's opportunities and threats for a the new shoe
product aimed at young consumers in the UK (3.3)
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Guidelines
 Conduct a SWOT analysis on Primark
 A description of the UK’s fashion market
 An evaluation of the opportunities and threats in the UK fashion market for
this company
In your plan, evaluate two techniques of assessing customer response. (4.1)
Guidelines A description of the two (2) techniques An evaluation of these two (2) techniques in assessing customer response A description of the advantages, disadvantages and constrains of these two
(2) techniques.
Conduct customer research for Primark on this new shoe. Design and complete
a customer satisfaction survey. Your questionnaire should contain a minimum
of 12 appropriate questions. (4.2)
Guidelines
• Design the customer satisfaction survey
• Generate questions that can produce both quantitative and qualitative data
• Use different question formats (for example yes/no, open ended, multiple
choice, scales, etc)
• Survey monkey can be used to help design customer satisfaction survey
Evaluate the success of the completed customer satisfaction survey in question.(4.3)
Guidelines
 Review of the completed customer satisfaction survey.
 Measure and evaluate it success
 Success can be measured in terms of the number of respondents, if the
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

questionnaire achieved its objectives etc.
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Merits and Distinctions
MERIT ONE
Relates to Q1.4
In your report include an assessment of how Primark has branded itself and
suggest future branding strategies that you think could lead to a good corporate
image and repeat purchase.
DISTINCTION ONE
Relates to M1
In your report provide a critical evaluation of your choice of branding strategies in
Q1.4 and M1.
 Include a description of your recommended branding strategies in Q1.4 and
M1 and the advantages and disadvantages of the various branding
strategies you have recommended for Primark
MERIT TWO
Relates to Q2.4
Generate and design the marketing research proposal in response to the
marketing research brief that was prepared in Q2.4 This would normally be
written by the marketing research agency
MERIT THREE
The report that you have provided in Task One should be coherent and logical for
the intended audience (SMT).
DISTINCTION TWO
Relates to M2
To achieve Distinction Two, you should show evidence in your proposal that you
are taking responsibility for the task of writing to a potential client. This will be in
the form of the marketing agency writing to a potential client.
You may combine the Q2.4, Merit Two and Distinction Two. Please indicate this
clearly.
Your answer should:
 Adopt a professional language in your proposal
 Include appropriate titles
 Include appropriate marketing research proposal headings
 Include a properly organised Gantt chart.
In your marketing research proposal you should not discuss data analysis
methods before proposing data collection techniques.
DISTINCTION THREE
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015

Relates to 3.1and 3.2
Write an internal newsletter about the UK fashion/fast fashion market exploring
the trends, potential and future developments with a special focus on Primark.
Merits and Distinctions
Identify and apply
strategies to find
appropriate
solutions
Effective judgements
have been made
In your report include an
assessment of how Primark has
branded itself and suggest future
branding strategies you think
could lead to a good corporate
image and repeat purchaseSelect/design and
apply appropriate
methods/technique
s
● a range of sources
of information has
been used
Generate and design the
marketing research proposal a in
response to the marketing
research brief that was prepared
in Q2.4 This would normally be
written by the marketing research
agency. Use a range of sources to
generate your letterPresent and
communicate
appropriate
findings
The appropriate
structure and
approach has been
used
The report that you have provided
in Task One should be coherent
and logical for the intended
audience (SMT).
Use critical
reflection to
evaluate own work
and justify valid
conclusions
Conclusions have
been arrived at
through synthesis of
ideas and have been
justified
In your report provide a critical
evaluation of your choice of
branding strategies in Q1.4 and
M1.
Include a description of your
recommended branding strategies
in Q1.4 and M1 and the
advantages and disadvantages of
the various branding strategies
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Pearson BTEC Level 4 HND Diploma Business Unit 17 Marketing Intelligence Autumn 2015