Principles and Practices of Marketing (PPM) Report on Primark Company

This report delves into the marketing strategies of Primark, a prominent UK-based clothing retailer. It begins with an introduction to marketing principles, emphasizing the flow of goods and services from producers to consumers and the importance of understanding consumer preferences. The mai...Read More

Principles and Practices
of Marketing PPM

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Business overview - ...............................................................................................................3
Marketing mix of consider company - ..................................................................................4
Reflects strategic decisions and relevant taught theories in its marketing efforts. ................5
CONCLUSION ..........................................................................................................................10
References:....................................................................................................................................11

INTRODUCTION
Marketing involves the sources that provides a framework to introduce any product or
services in the market. It is a process which facilitates the flow of the goods or services from the
makers to the users. Business organizations use this strategy to make the general public aware
about the products and to promote or present the manufacturing of the company to the users or
the consumers. Marketing includes various sources like, human practices, financing and
managing the promotional operations. It also helps in identifying the preferences or needs of the
consumers and then after analysing the likes and dislikes, providing them with the products of
their choice in the market. At present, the concept of marketing is depending upon the buyers
where the wants of the consumers is determined which is being satisfied after meeting the
demands of the consumers. This helps in increasing the sales and the profitability of the
company(Bhuyan, 2021). The major objective of the different business organizations is to
maintain the marketing activity of the company. It also enhance the growth and development of
the company and managing the brand name of the organization. This report talks about Primark
company which is a clothing brand of the United Kingdom. It has various branches in different
countries. The company was established in the year 1969 and the headquarters of the company is
situated in Dublin, Ireland. This report will discuss about the marketing strategy and the
marketing mix of the chosen company and it will also explains the concept of marketing
strategy.
MAIN BODY
Business overview -
The Primark is an UK based enterprise, this is an Irish retailer which is founded by Sir
Alfred Brown. This enterprise works in countries like France, Belgium and Australia and many
other places. This is an clothing retailer which deals as International brand. As subsidiary they
deals as British food processing company and this was founded in June 1969 at Mary street.
Sale of all enterprise is being created particularly for the company. This have their own brand
name. The major dealing of this company is in market of clothes. They keep on update their
designs so the users will become their permanent user. Company have many stores and outlets so
the consumer can easily access. They also take care of social well being of nation. The company
have various range of goods for women, men, kids, footwear, cosmetic products, party wear,

home wear and confectionery(Kisa, MWAURA, and TANUI, 2021). In 13 nations they
operate 384 stores. The first store of this company was launched in derby Ireland island England.
They provide good quality products and goods.
Marketing mix of consider company -
For understanding the strategies of market the company use mix marketing which set up
the selling tool which utilise in attract the demand of products. The normal formula for mix
marketing will consider seven factors. This referred tactics for the activity of market from which
they satisfy the requirement of user and the position which serves clearly in the mind of user.
This include demand and wants of the consumer so they can easily satisfied. The main factors
for this are mentioned below-
Products - This state the manufacturers of the company and improves to reach the basic
requirement for the buyer. The issue for this is develop the correct unit which advantage the
reach for the requirement. These can be tangible or intangible goods. Each product have its life
cycle in which the level of improvement, growth and decline of establishment is considered. All
level wants some decision of marketing. The other important point is of goods rivalry benefits,
this also describes the benefits of goods, this assist in company's expand in market segment and
for raising the value. In context of Primark, the product line of the company are women, men,
kids and many more every good have a huge value for service and variation makes makes the
good mix extensively. This also includes new products which are close to the existing goods.
This offers wide range of products and basic style entity for users from past
experiences(Lahtinen, Dietrich, and Rundle-Thiele, 2020).
Price – The value of service for the buyer which is a point of communication for the producer
and the user. The price of the product position in the market place, will details the consumer for
the level of user, many strategies for valuation will being utilised. As per the Primark, this target
the value which founds the user and commit them for keep up in recent trends. This gives
affordable price which influence and attracts many buyers. This is because of the range of
economy and production of products in many countries.
Place - The cause of location will design the thinking of the distribution of goods and this also
include the chain of supply which will deliver the product from the manufacture to he
consumers. These goods will be sell directly to the user from the manufacturer. The buyer can
shop offline or online(Lim, 2021). This describes the basis of main feature on the products

which is sold. The products of Primark can be accessible in all the 370 store of 13 countries in
all over the world. They can also start the store online so the people can buy this easily and this
will results in growth of the sale.
Promotion – This is a set of tool which aids in communication with the people. This is to attract
the people's attraction, the details regarding the product and stimulates the decision of buying the
product. The company utilise it for direct selling, public relation, personal selling, adverting the
sponsorship, etc. as per Premark, the company use social media platform such as Facebook,
Instagram, YouTube and Pinterest and they also get millions of likes and shares in very
minimum time period. This support the social causes which operates affirmative in making good
image for the buyers(Liu, 2021).
Process – This also makes the competitive company and raises the loyalty of users. The client
consider good service of delivery which leads in wants and needs of the buyers. Different
activities of Primark have many process. In this the buyers have to go to the store of Primark for
buying any product. The buyer have to stay in line for paying the bill for the products. The
company have better supply chain which ensure the delivery of time. At the time of peak days
the service of customer is attractive extremely. The process which is considering the experience
of user workers learning, training of worker and delivery on time have to be develop.
Physical evidence- This implies consider the service which attracts and analyse for the
company. The clean surrounding for the place or have suitable service for the buyers, and the
services online and advertise the promotion for the service organisation or the logo. The Primark
have more than 7000 workers, this also support the qualification of huge workers which will
operates for the providers. They assures the specific ignoring because of safety issue and
operates the situation in some of the providers.
People - The factors for people have the staff of company and have the staff and education. The
workers have the better interpersonal skill and attitude for the work and this have personal
competence which makes the benefit of rival which being the face of an company. The store of
Primark are of multi stories and very large in size. This have nice website which is very
useful(Najafi-Ghobadi, Bagherinejad, and Taleizadeh, 2021).
Reflects strategic decisions and relevant taught theories in its marketing efforts.
STP analysis of chosen organization

STP basically means Segmentation, Targeting and Positioning. These are the three different
types of approaches which helps in administrating the business enterprise so as to evaluate
various types of goods and services which are being produced by the company in order to make
them available in the market to the particular group of individuals. This structure also helps the
company to divide the market and then focusing on the needs of the specific group of people and
satisfying the wants of the consumers. This also assists the company to maintain its brand image
in the market. The three different constituents plays a very essential role in the process of
improvising the efficiency level of the company in the targeted marketplace. In relation with the
Primark company, the STP evaluation is explained in the following points-
Segmentation- Different business organization acquire the details or the information by
segmenting the market into various parts in order to perform the market research on the basis of
the data collected by analysing the market needs. Generally, it means that the market is divided
into smaller groups so that the company can meet the demands of the consumers by recognizing
the needs and preferences of the consumers(Ndofirepi, Farinloye, and Mogaji, 2020). The
company can divide the market into different sections that are mentioned in the following points-
1. Demographic- the company can divide the market on the basis of the personal status like
age, marital status, gender, sexuality, education, occupation, ethnicity, religion, etc.
2. Geographic- the company segments the market based on the region, country, state, city,
town, etc.
3. Psycho graphic- the business organization divides the market study on the basis of the
psychology of the consumers which is based on their hobbies, standard of living, values,
beliefs, etc.
4. Behavioural- the business enterprise use to do market division on the basis of the
purchasing and buying techniques of the consumers that in what ways they use that
product and brand loyalty of the consumers.
In relation to the chosen company that is Primark, it is being observed that the company
can perform the process of segmentation in context of the market which should be based on the
various attributes like demographic, geographic, psycho graphic and behavioural. On the basis of
demographic construction, the company can bifurcate the market according to the age, gender,
religion, education, occupation of the consumers. In geographic aspect, the company can divide
the market on the basis of country, region, state, city, town, etc. For the purpose of psycho

graphic approach, the company make the division according to the hobbies, lifestyle, beliefs and
values of the consumers. In case of behavioural approach, the company can make bifurcations
according to the purchasing techniques of the consumers(Pasaribu, and Astuty, 2021).
Targeting- The company is required to target the market on the basis of various approaches
which helps the business enterprise to do so. The different types of strategies are mentioned
below-
 Undifferentiated marketing- this approach is followed by those companies which
posses huge consumer base and a larger supply chain of the goods. For example- Pepsi.
 Differentiated marketing- when the company introduces new goods in the market under
the same brand name or the same product then in that case this strategy is used.
 Focused marketing- this approach is used by those business organizations that holds
small amount of resources but fixed consumer base.
 Customized marketing- the company use to settle the issues of the customers according
to their wants and needs.
The above strategies of marketing could be used by the company that is Primark in terms
of targeting the particular consumer base. The chosen company is associated with clothing
industry and can target the customers of 18-65 age group.
Positioning- The major intention behind this approach is to maintain a healthy relationship with
the customers in order to create a strong image of the brand in the mind of the consumers. There
are various factors that must be undertaken by the company in order to follow the approach of
positioning, they are as follows-
 Symbolic positioning – the company focuses on the its brand image which is being
presented before the consumers in the market. It is also known as lifestyle positioning.
 Functional positioning – the company concentrates towards the issues and the problems
that are facing by the consumers in order to solve them effectively.
 Experimental positioning – the company experiments with the product or the goods that
is being manufactured by the company by distributing them to a particular class of the
customers(Raharjo, and Digdowiseiso, 2022).
The positioning of the Primark company can be idealised by using the above stated methods. The
company has focused on the quality instead of quantity of the product so as to build a positive
image before its consumers and attain a competitive edge over the competitors in the market.

Overall, the company focused on meeting the demands of the consumers according to their
preferences.
Does/ can evaluate the effectiveness of its marketing efforts: -
There are the various types of tools and techniques that is used in the management of any
organization to check the effectiveness of the company in the present market. The marketing
efforts helps the company to increase its production as well as sale in the organization.
Moreover, there is the wide need to analyze the efforts of the marketing of an organization
because it would help the company to evaluate its efforts and take the appropriate measures to
increase the sales of the company. Moreover, it would also help the company to analyze the key
policies that are being formulated in the company with regard to the production and the sale of
the company. It would also enable to alter these policies in the company for the improvement of
the results of the production. The marketing efforts can be measured by the use of KPI , bench
mark, social media feedback and comments, etc. by the organization. The use of these methods
to measure the marketing efforts as used by the company Primark are discussed as follows-
 KPI: -The KPI stands for Key Performance indicator that is a well known measurable
tool which would help in the measurement of the performance that is made by the
institution. Moreover, by the help of this the administration can make sure that the
endeavor which is being made by the team members goes in the correct direction. In
relation to the Primark, KPI can be used by the management as a measuring tool that
would help them in positioning its workforce in the direction of the goals. In addition to
this, it would also keep the team oncoming in the same manner. This method would
represent the real execution or the actual position of the firm in the market(Sharma,
Kaur, and Syan, 2021). With regard to this, the failures and attainment can be
effectively measured that would aid them in analyzing the efforts of the management.
This would also help the Primark company in examining that whether every employee of
the institution work with its full efforts or not. Moreover, the performance of the worker
would too track that will aid the manager to think all the matters in the different way and
to take decisions based on this.
 Social media analytic: - The social media plays a very important role in today's
business. This is because the social media helps the company to make its image in the

minds of the people. A good feedback on the social media would increase the social
image of the company in the society. This would help the company in increasing its sale
in the shorter time period. Further more, the bad and worst feedback on the socail media
platforms like Facebook and Instagram would severely impact the sale of the business.
this is because it would decrease the image of the company in the minds of the people.
Moreover, the marketing efforts can be taken by uploading the pictures and the videos on
the internet by the organization. With reference to the company Primark, the social media
comments and posts can be analyzed and examined in order to seek the feedback of the
customers of the company. This would also help the company in knowing about what the
customer like and dislike and the company can make changes accordingly(Solimun, and
Fernandes, 2018).
 Bench-Marking- The bench marking is the process through which the company can set
the desired standards for the products that are being manufactured by the company.
Moreover, the company uses different dimensions to measure the quality of the products
that are being manufactured and sale by the company. The key elements that are included
in the dimensions are the cost, time and quality of the product. Moreover, through this the
company can examine about the targets that are being achieved or not by the
management of the company. It would also help the company in analyzing the necessity
and the desires of the customers of the company. Hence, it would indirectly benefits the
company. The company Primark can use this to enhance the efficacy and the potential of
the customers of the firm. Moreover, the chosen company use this method on a regular
basis in order to achieve its overall goals of the management. This would moreover
increase the sales performance of the chosen company(Wacker, and Samson, 2021).

CONCLUSION
The above report concludes about the concept of marketing in the wider sense. It explains
about the marketing techniques that can be used by the chosen company in order to increase its
profits I the company. Moreover, the above report concludes about requirements that is needed
by the customer for its satisfaction that would impact on the overall sales of the company. The
report also summarises about the buying needs of the buyers that must be kept in the mind by the
management while producing the desired products in the company. This report also concludes
about the role of social media that it plays in increasing or decreasing the sales of the products.
The social media helps in getting the feedback of the products that re being sold to the customers
of the company. It also focuses on the need of the adequate marketing team in an organisation in
order to increase the sales of the company. It would also summarises that the marketing team
must make a marketing plan in order to heighten the sales of the company. Moreover, it would
directly impact on the profits that are being earned by the company through sales. The selected
company has also used various marketing strategies that are being used bye the company to
increase the image of the company in the present market.

References:
Books and Journals
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