Primark Marketing Mix: Analysis, STP & Recommendations Report

This report provides a comprehensive analysis of Primark's marketing strategies, focusing on segmentation, targeting, and positioning (STP), as well as the 7Ps of the marketing mix (Product, Price, Promotion, Place, People, Physical Evidence, and Process). It begins with an overview of Primark, highlighting its mission to provide high-quality, trendy products at affordable prices. The report examines Primark's segmentation approach, primarily geographic, and its target market of kids and young adults. It assesses Primark's positioning as a provider of competitive-priced products with reasonable quality, emphasizing its cost leadership strategy. The analysis of the marketing mix covers product and pricing strategies, promotional activities, and distribution channels, as well as the roles of people, physical evidence, and processes in Primark's operations. Recommendations are provided to enhance Primark's marketing efforts, including improving employee training and optimizing its online presence. The report concludes by summarizing Primark's current marketing strategies and suggesting areas for improvement to maintain its competitive edge.

SUMMATIVE
ASSESSMENT

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................4
COMPANY OVERIEW..............................................................................................................4
SEGMENTATION AND TARGETING....................................................................................5
POSITIONING............................................................................................................................6
MARKETING MIX- PRODUCT AND PRICE..........................................................................6
MARKETING MIX- PROMOTION AND PLACE...................................................................7
MARKRING MIX- PEOPLE AND PHYSICAL EVIDENCE...................................................7
MARKRING MIX- PROCESS...................................................................................................8
MARKETING MIX RECOMMENDATIONS...........................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Business environment refers to all those factors which used to affect the operations of the
company. The current presentation is based on Primark which is the Irish multinational fashion
retailer store having its headquartered in Dublin, Ireland. The presentation will outline the
overview of the company. Further this presentation will outline the Segmentation, Targeting and
positioning of the product of the company. This presentation will also outline the 7P's of
marketing mix and the recommendations to the company.
COMPANY OVERIEW
Primark Plc. is the Irish multinational fast fashion retail store and having its
headquartered in Dublin, Ireland. This is one of the subsidiary company of the Associated British
Foods. The company used to serve in the areas like European Union, United Kingdom and
United States (Eisenberg, 2019). The company was founded on 13 June 1969 that is 52 years ago
in Dublin, Ireland. It used to operate in almost 392 locations and the company has lots of stores
in the areas it used to operate. The CEO and COO of the company is Paul Merchant and has
78000 number of employees working in overall store. The mission of the company is to provide
the best and high quality of products to the customers which helps them to gain good profitability
to them. As this is the fast retail store it used to provide the new and trending products to their
customers that helps them to grow in the market. This is the subsidiary and the parent company
of this is Associated British Foods. The first store of the company is still in operation named
Penneys which was established by Arthur Ryan in June 1969. The company used to sell the
diverse range of products which includes baby and children's clothing, menswear, homeware,
accessories, beauty products, women wear and confectionery (Yu, Cao and Tan, 2018). The
company used to sell its products at the affordable prices as there are many competitors in the
market. In year 2020 the company has launched its wellness collection which used to include 80
eco- conscious products which is very good for the environment. The products produced by the
company is organic, sustainable and can be recycled. The company used to provide irresistible
offer that is trendy and fashionable clothes to the people at the reasonable and at affordable
prices. This used to results in the new and faster fast fashion as the new fashion used to attract
the consumers to buy the products at the affordable prices (Sáenz, Revilla and Acero, 2018). The
desire and wants in the clothing line is kept on increasing that shows that the company will have
increase in the market share.

SEGMENTATION AND TARGETING
Segmentation: Segmentation is the assignment that used to show the characteristics to the
customers base in the market. This used to separate the different customers according to the
things that is required to them in the market (Huang and Rust, 2021). Primark used to follow the
geographic segmentation that helps the company to have many stores in the market of European
Union, United States and United Kingdom. By having many stores over these countries it helps
them to have great segmentation of the products to the various customers. This approach used to
divide the market into various groups of consumers in the market. This includes geographic,
demographic, behavioural and psycho graphic segmentations. As the company is operating in the
clothing business as well, so they must follow the socio-economic, geographic, psycho-graphics
and lifestyle which helps them to operate with profits in the market. The recent example of the
company is that the company has the successful market segmentation in the beauty line products
that is launched y the company. From this the company has earned 290bn and increase its share
in Primark's PS beauty. This show that the company has the good segmentation of its products
that helps them to earn profits in the competitive market. As the company used to follow the cost
leadership strategy they make them to have good profitability in the market. In order to have the
proper segmentation of customers the company must have constant research on that which helps
them to have good customer base.
Targeting: Targeting approach is determined by having the Group of customers that used
to buy the products and services of the company (Lahtinen, Dietrich and Rundle-Thiele, 2020).
By having the good target market helps the company to have good profitability in the market.
Primark's target market is basically the kids and young people in the market. As the company has
launched the new beauty products which was more purchased by the young females that shows
there is huge demand of the beauty products in the market. The company used targeting strategy
in order to sell its products in the markets of Europe, US and UK which helps them to have good
target market. This approach includes the size, profitability and reachability of the products to
the consumers. By having the larger segment makes the company to have more growth and helps
to have easy reachability to the customers. There must be measurable difference between the
segmentation done by the company which helps them to know about the target market. By
having the good target market the company has different other benefits that helps them to grow
in the vast market. The company must have the target market which helps them to have more

than it has anticipated while making the goals. This will attract more customers in the market and
helps them to buy the various products of this brand.
POSITIONING
This is the last element of the STP approach that helps the company to know about the
product positioning in the market. As compare to the competitors like M&S, H&M, ZARA, etc.
the company used to sell its products at lowest prices which shows that it has low quality of
products. As the company has targeted customers of the age group of 35 years that makes the
company to have better positioning of the products (Wilkins, 2019). The product positioning of
the company is that they used to offer the products at the competitive prices at very reasonable
quality. This strategy used by the company is commonly known as money strategy. The
positioning of the products will help the cited organization to have the better promotion of their
products. By having the strong products positioning in the market helps them to increase in the
sales and market share. The company can sell the high and affordable quality of products at the
excessive and reasonable cost range which helps them to grow in the market.
MARKETING MIX- PRODUCT AND PRICE
Marketing mix refers to the inclusion of different areas that helps the company to have
the better marketing plan (Lim, 2021). This used to include the multiple areas that helps the
company to grow in the market. The 7P's of the Primark is as described below:
Product: The products refers to the commodity that is produced by the company in order
to satisfy the needs and wants of the individuals or the groups. The products produced by the
company can be tangible or intangible which helps them to grow. The product strategy of
Primark is to produce the fashionable and trendy clothes to the customers that helps them to
grow in the market (Blut, Teller and Floh, 2018). The company used to have new arrivals which
makes the customers attract to the company. This used to have the augmented products level that
used to add the additional features, attributes, and benefits and helps to provide different product
from its competitors.
Price: This is one of the important element of the marketing mix as this makes the
company to determine the profits. By having the best pricing strategy helps the company to
establish the best price for their product. The cited organization used to follow the penetration
pricing strategy. This makes the company to gain the market share quickly and helps them to
earn good profits (Kalogiannidis and Mavratzas, 2020). As the company has brought the new

beauty product so in order to gain and attract the customers this pricing strategy will help them to
grow in the market. The company can raise the prices after it used to achieve the market share
and advertisement costs. This will help the company to have the good market share and
profitability in order to survive in the market.
MARKETING MIX- PROMOTION AND PLACE
Promotion: In this element of the marketing mix it helps the company to publicize its
products in the market. The promotional techniques includes the advertising, personal selling,
sales promotion and public relations, etc. Primark used to promote its produced products by
using the various promotional strategies like social media apps promotion that is Facebook,
Twitter, Pinterest and Instagram (Jindal and et.al., 2020). The company also used the branded
promotional gifts that helps the customers to attract and buy more products. In the recent time,
the customers are very active on the social media which helps the company to promote its
products by using social media promotion. This will help the company to attract the customers
and have less expenditure on the promotional techniques.
Place: In this element of the marketing mix it helps the company to sell its products by
having good distribution at the different countries. The cited organization is having more than
392 stores in almost 12 countries across the United States, United Kingdom and European
Union. By having the diverse market it will help the company to have the growth in the market
and earn good profitability. The place strategy will help the company to know that where the
products and services are to be placed which helps them to gain the market share. The company
has its own website by which it used to sell its products in the market where it is operating.
MARKRING MIX- PEOPLE AND PHYSICAL EVIDENCE
People: The people in this element of marketing mix includes the employees in the
company which helps the organization to have better production in the company (Setiawan,
Rahayu and Wibowo, 2019). The cited organization is having trained and skilled worker which
helps the company to operate in the markets of Europe and United States. The people in the
Primark is more that 70000 which are paid as similar paid to the employees of competitors. In
order to gain the good market share the company can provide the training to their employees
which makes them more effective and efficient in their work. As the company used to target the
teenagers and adults so the employees must know about the new trend and fashion in order to
grow.

Physical Evidence: This is also one of the most important element of the marketing mix
that makes the customers to know about the presence of company. The stores of the cited
organization are located in the market of Europe, UK and US. The stores made in the different
country are highly furnished. The company also has its existence by having its websites that
helps the customers to buy products from that website. But by having the lowest prices this used
to have hesitated to work on the online platform. As the shipping cost will make the product
costlier which will switch the demand of the customers. This will make the online customers to
compensate the cost of the products by purchasing the bulk of products.
MARKRING MIX- PROCESS
Process: This is the last element of the marketing mix that helps the company to have
process and well-defined structure. This will make the organization to have good profitability in
the market by avoiding mistakes. By producing the products at the lower rate helps Primark to
minimize the cost of production and have greater production (Hanaysha, 2020). The company in
order to have the best payment process can used the online payment systems which used to
reduces the queues for billing. This will attract the customers to visit again in the store of the
company. The company has the strong distributive channels that helps them to have the timely
delivery of the products to the customers. The company must also focus on the customer
experience, training process of employees and timely delivery of the products that will improve
the productivity.
MARKETING MIX RECOMMENDATIONS
There are some marketing mix recommendations to the company that helps them to
improve its marketing. These recommendations will make the company to have good
productivity and profitability in the market. The suggestions are as described below:
1. As the company use the augmented product strategy level it is very good strategy
adopted by them. But the company has to also focus on the quality of the products
that helps them to compete in the market (Primark Marketing Strategy &
Marketing Mix (4Ps), 2022). There are various retailers in the market which will
have great effect the products of the company. It is recommended to the company
that they must produce the quality of products which helps them to compete with
its competitors.

2. It is also recommended to the company that they must change its pricing strategy.
They must follow the premium pricing strategy as this will help the company to
compete in the market. By following this strategy it will help the firm to provide
the discounts on the products that will attract more customers. As the company is
gaining good competitive market this will help them to compete in the market.
3. Further it is recommended to the company that they must have the good
distribution of the channels. It is advised to the company that they must not
hesitate to sell its products online. There are many customers in the market who
are brand focused and not focus on the prices. This will make the company to
have more selling of the products by having offline and online selling of the
commodities. Thus, it will make the company to have great market share and
helps them to grow in the market.
4. At last, it is also suggested to the company that they must provide the training to
their employees. This will make the company to have the skilled and qualified
labours or people. By talking nicely with the customers it makes the customers to
visit again in the store. They must also take the feedback from the customers that
will help the company to produce and sell the products according to the needs and
wants of the customers.
CONCLUSION
From the above presentation it is concluded about the company that is Primark which is
the Irish multinational fashion retailer store. The presentation has described about the overview
of the company which helps them to show the growth in the market. Further this presentation has
evaluated on the STP approach which includes Segmentation, Targeting and positioning of the
product of the company. By having the good segmentation and targeting of the customers it helps
them to have good market share. At last this presentation has concluded on the 7P's of marketing
mix and the recommendations to the firm for having further growth.

REFERENCES
Books and Journals
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of retailing. 94(2). pp.113-135.
Eisenberg, P., 2019. Financial Analysis of Primark Stores Ltd. with regard to a Stock Exchange
Floatation (IPO). International Journal of Management. 7(1). pp.91-112.
Hanaysha, J. R., 2020. Marketing mix elements and corporate social responsibility: do they
really matter to store image?. Jindal Journal of Business Research. 9(1). pp.56-71.
Huang, M. H. and Rust, R. T., 2021. A strategic framework for artificial intelligence in
marketing. Journal of the Academy of Marketing Science. 49(1). pp.30-50.
Jindal, P. and et.al., 2020. Marketing-mix response across Retail formats: The role of shopping
trip types. Journal of Marketing. 84(2). pp.114-132.
Kalogiannidis, S. and Mavratzas, S., 2020. Impact of marketing mix strategies effective product
development issues in MNCs/Retail. International Journal of Business Marketing and
Management (IJBMM). 5(12). pp.118-125.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
Lim, W. M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
Sáenz, M. J., Revilla, E. and Acero, B., 2018. Aligning supply chain design for boosting
resilience. Business Horizons. 61(3). pp.443-452.
Setiawan, Y., Rahayu, A. and Wibowo, L. A., 2019. Analysis retail marketing mix and customer
loyalty. International Journal Management Science and Business. 1(1). pp.47-57.
Wilkins, S., 2019. The positioning and competitive strategies of higher education institutions in
the United Arab Emirates. International Journal of Educational Management. 34(1).
pp.139-153.
Yu, M., Cao, D. and Tan, J. Y., 2018. CSR-consumption paradox: examination of UK apparel
companies. Journal of Fashion Marketing and Management: An International Journal.
Online

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