Marketing Essentials Report: Primark's Strategies and Operations

This report provides a comprehensive analysis of the marketing essentials of Primark, a multinational retail company. It explores the role of marketing in achieving sustainable growth, focusing on Primark's strategies within the UK market. The report delves into key marketing functions such as information management, planning, distribution, financing, pricing, promotion, and selling, highlighting their significance in Primark's operations. It further examines the interrelation of marketing with other operational branches, including finance, human resources, production, customer relations, administration, and IT. The report also analyzes Primark's marketing mix, including product, price, place, promotion, people, process, and physical evidence, and provides a comparative analysis with Next Plc. The report emphasizes the importance of understanding customer needs and delivering value to achieve business objectives, offering insights into Primark's approach to building a positive brand image and capturing market share. The report concludes by discussing the impact of marketing strategies on Primark's success and provides recommendations for future growth.

Marketing essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
P1.................................................................................................................................................1
P2.................................................................................................................................................4
P3.................................................................................................................................................5
P4.................................................................................................................................................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The role of marketing is importance to all business enterprises to achieve sustainable
growth. Its a systematic process in which seller or producer identify desire and wish to create
wanted value to satisfy their demand. The present report is based on marketing essentials of
Primark is multinational company that operating its business function in UK. International food
is parent organisation of Primark. The first store of corporation was opened in 1969 by Aurther
Ryan. It has variety of products range for all types customer teenager, adult and newborn babies.
They having approx 300 stores in various countries (Dibb and Simkin, 2013). Organisation have
club culture and line functional structure. Around 68000 employees are working at there among
various departments such as the finance, marketing, human resource, IT, customer relations etc.
the present report show the role of promotions, interrelation of marketing with other operational
branches.
P1
Marketing play vital role in sustainable growth of any organisation either profit oriented
or non profit company. It is systematic way in which producer can identify need of customer and
deliver wishes to satisfy their demand to achieve their business mission. The following role play
by marketing within a corporation (Hair and et.al., 2008).
1

(Source: marketing functions)
Marketing information management or research: In the present scenario the company
conduct research for their new launch clothes for different age customers. To fulfil this purpose
marketing manager analysed the demand and supply of their products to achieve effective
growth of business. It is part of promotion activities to captured huge market-share by satisfy
social need. Primark is multinational company so top management can divide its product range
on the basis of demographic factors. Company can manage all essential information through data
storage in organisational database to develop sustainable strategy.
Planning and product management: It includes source of raw material, procedure, scheduling
and policy of production of creating values to fulfil demand of customer (Shoemaker and Shaw,
2008). Effective planning help to organisation to achieve their goals and objectives, product
management is process in which top management can forecast demand, marketing and creation
of desirable product to fulfil end user wish to capture huge market share. In the present scenario
higher authority of company plan to opt superior quality of unfinished goods to produce
fashionable clothes for different age of customer. Internal analysis help to develop an effective
outlining to capture determined market-share and get competitive advantages. Analysis of market
trend helps manage planning factor to meet business targets.
2
Illustration 1: MARKETING FUNCTIONS

Distribution: Convenience in channel of distribution play vital role to increase sales revenue to
meet goals and objectives of company. In the marketing process deliver source direct impact
demand and supply. Ineffective selection of store location can easily decrease selling output
which lead in declining profit together with low market-share (Lipsman and et,al., 2012). In the
present scenario top level management setup store that provide effective accessibility to
customer.
Financing: The role of finance in crucial to meet goals and objectives of company. Without
monetary resources company can not produce desirable goods to satisfy demand of society. In
context of Primark information of this resource help to understand to obtain investment for
business functions. Finance can be obtain by effective marketing strategy which assist to win
stakeholder trust. Availability of fund aid in opt the superior raw materials, advance tools and
equipment to produce qualitative goods. Maintain quality standard is important in perfect market
competition where the number of seller exist to deliver consumer wish. Thus finance role is
important in success of marketing activities of Primark. Stakeholder analysis assist to manage
information to achieve business objectives.
Pricing: the pricing concept refers as the determine monetary value of offer goods or service to
satisfy need of mass customer (Homburg and et.al., 2009). Today buyers become price oriented
they generally want to pay low for qualitative commodity. In perfect market competition force to
producer provide cheap worth for their products to attract more customers. Marketing research
assist to analysed rivalries pricing strategy that helps to company to give suitable monetary value
to organisational goods. In the present scenario of Primark promotional activities aid in
determined cost to make available their clothes for target customer along with attract new buyer
to enhance their sales revenue and market-share together with build positive brand image.
Promotion: To create awareness about organisational product or service promotion play vital
role, it provides essential information to mass customer in different region to impact on their
mind for new launching goods. In marketing mix promotion is crucial element for achieve
business goals and objective of company. Promotion can be done through social and print media
to send own message to mass customers to stimulate them toward organisational commodity. In
the present scenario top management can develop marketing plan to coordinate with promotional
operations (Papasolomou and Melanthiou, 2012). Employees feedback helps to design
appropriate strategy retain existing customer and attract new consumers.
3

Selling: The concept of selling reflect that exchange of commodity in term of money. It plays
vital roles in success of every business organisation, producer can gain determined profit and
market-share through enhance sales revenue. In the present scenario the marketing executive
helps to managing sales activities through their suggestion. The interaction between end-user and
front-line employees assist to know their expectation from customer that helps to make suitable
adjustment in strategy.
P2
Marketing function is directly relate with other operations of organisation to achieve
business goals. In company there are various departments such as finance, human, customer
relations, operations etc., that contribute in sustainable growth of company. In the present
scenario of Primark coordinate among all functional branches
Relationship between finance department and marketing department: These two are closely
related to each other. To perform promotional activities it is essentials to make effective budget
to successfully meet with marketing mission (Kranias and Bourlessa, 2013). For example
McDonald finance manager allot £1 million to conduct public relation events to create awareness
about their new product. In the present scenario of Primark require adequate liquidity resource to
achieve promotional target of company. While financial department focus on arrangement of
fund for business task and marketing department target to increase monetary revenue of
company through increase in sales output.
Marketing department and human resource department: HRM functions direct impact on
promotional activities of business. The major role of human resource department is to recruit
suitable employees to contribute in achieving goals and objectives of company while marketing
focus on increasing awareness about product and service of organisation. Promotional require
number of personal to perform with greater efficiency. HR manager design training program to
workers to increase their productivity of staff members and helps to motivate them. Greater
achievement in marketing function helps to plan career growth of employees. Human resource
department provide essential training to suitable candidate to perform their role and
responsibilities to achieve business goals of Primark (Gertner, 2011). Better development assist
to increase moral and skills such as the problem solving, communication which is needed in
promotional operations.
4

Marketing department and production: Marketing direct affect production quantity of goods
or service. Effectiveness in promotion helps to increase demand of commodity which assist to
enhance in manufacturing of product. It also aid in reducing the cost of operation. Creation of
stock in bulk assist to minimise worth. Together with organisation can increase utilisation of
resources through decline in wastage of input.
Marketing department and customer relationship: Consumer attitude affect the profit and
market-share of company. Higher satisfaction helps to increase attract more customer toward the
product or service of company. It is crucial to communicate with buyer to know their preference
and expectation to deliver happiness through qualitative commodity. In the present scenario pre-
purchase and post-purchase services aid to retain customer (Mihart, 2012). Their feedback assist
to make suitable change in marketing strategy and policy to increase its effectiveness.
Administration and marketing: These are interrelate in their task. Administrative focus on all
function of company to meet determined goals of company. Management formulate blueprint to
perform marketing activities to increase their efficiency to influence buyer toward product and
service.
Relation between marketing and IT: In the present time the role of information technology is
rapidly increase. It helps to understand expectation of customer through using technical
resources to analysed data regarding consumer interest and help to make suitable adjustment in
planning and strategy of promotional activities (DURMAZ, 2011).
P3
Marketing mix affect promotional activities of business to achieve goals and objectives
by identify the need of customer than deliver their desire to satisfy them. Traditional marketing-
mix include 4p's (Product, Price, Place and Promotion) in present business world it adds three
other P people, physical evidence and process. It helps to producer to perform promotional
activities with greater efficiency.
5

(Source: 7P's of marketing mix)
Product: In ordinary words it describe as the service or goods that offered by an organisation to
attract more customer for their feature, brand, service quality (Taherdoost, Sahibuddin and
Jalaliyoon, 2014). In the present scenario the Primark providing clothing and beauty cosmetic to
target to achieve their commercial goals. Company have positive brand image and adequate
resource to produce needed goods of community to deliver satisfaction them. Enterprise divide
its clothes on the basis of age of customer. In cosmetic segment Primark provide beauty product
to women.
Price: It relates with worth of product or service in term of money. In the present scenario
Primark determined their goods value according rivalries pricing strategy and quality of product
of company. In today business customer are become mind fluctuate by changing in value of
commodity (Flint, Larsson and Gammelgaard, 2008). They want superior quality in property by
pay less. Cheap cost helps to attract more customer which help to increase in sales revenue and
market-share to sustainable growth of company while higher price of force to shift customer
toward substitute product offered by competitor in the market.
Place: This marketing element have huge impact on success of business for every business
organisation. It is crucial to select easy accessible store to customer to increase their convenience
during buying of product and service of enterprise. In the present scenario Primark establish their
store in each shopping mall to increase access of customers to purchase company product which
6
Illustration 2: 7P'S

helps to organisation to enhance in sales revenue that assist to captured market-share along with
expected profit of enterprise (Ariffin, Bibon and Abdullah, 2012).
Promotion: In present competitive market this elements of marketing-mix direct impact on
growth of corporation. Better selection of marketing source helps to create awareness at mass
level and stimulate buyer to consume particular commodity which offer by company. In the
globalisation large firms use print and social media channels to give their message to existing
and potential customer to increase sales revenue and capture market-share. In the present
scenario of Primark adopt modern source of promotions. Company post advertise on newspaper
and social media such as YouTube, Twitter, Facebook, Instagram etc. on the other hand to public
relation organisation organise various events to attract consumer toward enterprise goods.
People: The role of human is crucial for all company (Ogunmokun and Tang, 2012). Either is
profit oriented or not. In marketing activities. The marketing strategy formulate by consideration
of human being who are link with organisation. In the present scenario Primark have large
number of customer and skilled employees to increase satisfaction of end-user by providing
quality product at affordable price.
Process: it provides overview of procedure of company to deliver satisfaction by qualitative
product at lower price. In the present scenario of Primark organisation adopt simple but effective
process to selling and distribution of product.
Physical evidence: It relates with way of presentation product or service to attract customer and
stimulate them to consume particular commodity of corporation (Seimiene and Kamarauskaite,
2014).
Comparison of marketing-mix of Primark and Next Plc
Marketing mix components Primark Next Plc
Products Large range of product various
segment. Clothing, beauty and
home appliances.
It deals in clothing, footwear
and home product but
company focus on upper level
customers.
Price Lower price and competitors
based pricing strategy.
Profit oriented pricing strategy.
Place Online and offline distribution Online and offline channel of
7

source to deliver goods and
services. Cover all city in UK.
deliver but major focus on
urban city.
Promotion Internet, print media, public
relation, advertisement and
lower discount rate (Kunxiong,
2007).
Social media and magazines to
promote goods and service.
People Skilled and polite front-line
sales person to resolve queries
of customer instantly.
New employees at store sales
that affect solve queries of
consumer.
Physical evidence Effective and presentable
packaging for different types
of customers.
Same packaging to all
customer no innovation and
attraction in presentation.
Process Simple and effective process
to deliver best service to end-
user.
Complex and difficulty
process (Văleanu, Cosma and
Sofică, 2012).
P4
Marketing plan play vital role to achieve promotional goals and objectives of company. It
provide a framework to guide executives to perform their own role to contribute in achieving
sustainable growth of business. A better marketing plan consist the following components;
(Source: Marketing plan process)
Market and environment analysis: It is primary steps of developing for marketing activities to
promote goods or services to increase the demand of commodity. In the present scenario Primark
making plan to increase their sales revenue through design a effective promotional plan. In this
stage manager analysis the current and potential trends of market such as the customers
8
Illustration 3: MARKETING PLAN

expectation regarding fashion. To analysed of micro and macro environment company can use
SWOT and PEST model to identified their strength and weakness along with opportunities and
threat (Asaduzzaman, Hossain and Rahman, 2014).
SWOT: In this model management of company evaluate those factors are under control them. In
the present scenario Primark have loyal customer, skilled employee and necessary resources to
design and improve the extra feature in their goods to satisfy customer's demand. Weakness of
company is poor coordination between new and old employees together with higher cost of
training program for new works. As global recognised organisation have opportunity to increase
their market share to operate their commercial operations in countries such as Latin and South
Asian which cover more than half population of world and emerging economy in present time.
The major threat is high competition from existing rivalries and new comer that affect the pricing
strategy.
PEST: In the types of environment factor which affect each business organisation. The
management of company not able to control impacts of these external components. PEST
analysis provide outsider factor that can affect the business function of company. It includes
political, economical, social and technological elements. Political relate various rules and
regulation of government which affect commercial operations of company its covers various
policies of ruling party (Jain, Ahuja and Medury, 2013). At international level company face
many restrictions from various nations. Economical elements relate with economic factors such
as the inflation, interest, import-export rates these are affect direct to business. Social attitude
closely impact growth and market-share. It is necessary to make suitable change to influence
buyer behaviour in positive way. In present time technology is change day to day. Effective
market research helps to understand innovation in machinery to improve the efficiency and
productivity.
Top management can make suitable change in own planning and policies to cooperate
with external factor to successfully run business function.
Fixing market target: It is relate with objectives of company. In the present scenario Primark
goals is to increase the effectiveness of marketing function. They want develop a strategy to
identify need of customer and provide satisfaction to them through deliver suitable goods. It
helps to organisation to increase market-share and profit (Newman and Jahdi, 2009).
9

Setting strategy: The next stage is developing blueprint to achieve marketing mission. Company
should consider these elements in formulation of strategy;
Segmentation: In simple words it is process in which enterprise divide whole market in various
segment such as the demographic, geographic and socio-graphic. In the present scenario Primark
spread their goods on demographic base to deliver satisfaction them (Shoemaker and Shaw,
2008).
Targeting: it is process in which company focus on specific customer. Organisation target
consumer for the age, income and attitude. To fulfil the purpose top management make suitable
strategy to satisfy group of people with their product or service.
In the present scenario Primark using penetrate and quality based pricing strategy.
Generally company use penetrate price strategy through using marketing mix elements.
Implementation: The next stage is implementation. In the present scenario company apply their
policy review the effect on business and making change if require (Gertner, 2011).
Follow up: The last stage of marketing plan after implementation manager of marketing must
evaluate its result and make suitable adjustment to control to achieve goals of promotional
activities.
Company measure the effective of the marketing plan through review of implementation
of strategy. Lower pricing policy and rivalries analysis help to organisation to control policy in
effective way.
CONCLUSION
The above analysis is carried out that role of marketing function to achievement goals
and objectives of Primark along with marketing function interrealate to other operation of
company. Than evaluated marketing-mix element together with comparison of promotional mix
of company with other organisation. Furthermore is analysed is plan of promotional activities of
Primark.
10

REFERENCES
Books and Journals
Ariffin, H.F., Bibon, M.F. and Abdullah, R.P.S.R., 2012. Restaurant's atmospheric elements:
What the customer wants. Procedia-Social and Behavioral Sciences. 38. pp.380-387.
Asaduzzaman, M., Hossain, M. and Rahman, M., 2014. Service quality and student satisfaction:
a case study on private universities in Bangladesh.International Journal of Economics,
Finance and Management Sciences. 1(3). p.128.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
DURMAZ, Y., 2011. A theoretical approach to the concept of advertising in
marketing. International Journal of Economic Research. 2(6). pp.46-50.
Flint, D.J., Larsson, E. and Gammelgaard, B., 2008. Exploring processes for customer value
insights, supply chain learning and innovation: an international study. Journal of
Business Logistics. 29(1). pp.257-281.
Gertner, D., 2011. A (tentative) meta-analysis of the ‘place marketing’and ‘place
branding’literature. Journal of Brand Management. 19(2). pp.112-131.
Hair and et.al., 2008. Essentials of marketing research. McGraw-Hill/Higher Education.
Homburg, C., Cannon, J.P., Krohmer, H. and Kiedaisch, I., 2009. Governance of international
business relationships: A cross-cultural study on alternative governance modes. Journal
of International Marketing. 17(3). pp.1-20.
Jain, N., Ahuja, V. and Medury, Y., 2013. Websites and Internet Marketing: Developing a
Model for Measuring a Website’s Contribution to the Brand.International Journal of
Online Marketing (IJOM). 3(1). pp.14-30.
Kranias, A. and Bourlessa, M., 2013. Investigating the relationship between service quality and
loyalty in Greek banking sector. Procedia Economics and Finance. 5. pp.453-458.
Kunxiong, L., 2007. Library Information Marketing and Information Resource Development
[J]. Journal of Library Science In China. 2. p.011.
Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Lipsman, A., Mudd, G., Rich, M. and Bruich, S., 2012. The power of “Like”.Journal of
Advertising research. 52(1). pp.40-52.
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.
Newman, S. and Jahdi, K., 2009. Marketisation of education: Marketing, rhetoric and
reality. Journal of Further and Higher Education. 33(1). pp.1-11.
Ogunmokun, G.O. and Tang, E.C.H., 2012. The effect of strategic marketing planning behaviour
on the performance of small-to medium-sized firms. International Journal of
Management. 29(1). p.159.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Seimiene, E. and Kamarauskaite, E., 2014. Effect of brand elements on brand personality
perception. Procedia-Social and Behavioral Sciences. 156. pp.429-434.
11

Shoemaker, S. and Shaw, M., 2008. Marketing essentials in hospitality and tourism. Upper
Saddle River, NJ: Pearson/Prentice Hall.
Taherdoost, H., Sahibuddin, S. and Jalaliyoon, N., 2014. Features’ Evaluation of Goods,
Services and E-Services; Electronic Service Characteristics Exploration. Procedia
Technology. 12. pp.204-211.
Văleanu, C., Cosma, S. and Sofică, A., 2012. Strategic marketing and management tools used to
increase employee efficiency. Procedia Economics and Finance. 3. pp.877-882.
Online
Business Start Up Element 3 – Planning the Marketing Approach. 2016. [online]. Available
through<https://www.stonebridge.uk.com/blog/business/business-start-up-element-3-
planning-marketing-approach>. [Accessed on 29th December 2016].
MARKETING PLAN. 2016. [online]. Available through<http://www.seminarski-
diplomski.co.rs/EN-Marketing/Developing-Marketing-Plan-For-Soft-Drink.html>.
[Accessed on 29th December 2016].
What is Marketing?. Primary Learning Objectives Define Marketing Understand the difference
between a good and a service Understand the seven functions. 2016. [online]. Available
through<http://slideplayer.com/slide/2553703/>. [Accessed on 29th December 2016].
12