Principles and Practices of Marketing: Primark Promotional Mix Report

This report analyzes the promotional tactics employed by Primark, a UK-based fast-fashion retailer, as part of a marketing consultant assignment. It delves into Primark's promotional mix, examining advertising, public relations, sales promotion, personal selling, direct marketing, internet marketing, and sponsorship activities. The report provides an overview of Primark's business activities, including its product range and market position. It details how Primark utilizes various promotional methods to attract and retain customers, including online advertising, social media engagement, sales promotions like club cards, and direct marketing strategies. Furthermore, the report discusses the application of the AIDA model (Awareness, Interest, Desire, Action) to Primark's marketing campaigns. The report evaluates the effectiveness of these techniques, highlighting the impact of sales promotion and direct marketing in driving sales and brand awareness. The report concludes with a comprehensive assessment of Primark's marketing strategies, emphasizing the importance of a balanced approach to reach its target audience and achieve its business objectives.

Principles and practices of marketing
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Table of Contents
TASK 1............................................................................................................................................3
1.0 INTRODUCTION.....................................................................................................................3
2.0 Promotional mix and activity of Primark..................................................................................4
2.1 Advertising-...........................................................................................................................4
2.2 Public relations......................................................................................................................4
2.3 Sales promotion.....................................................................................................................5
2.4 Personal selling......................................................................................................................5
2.5 Direct marketing....................................................................................................................5
2.6 Internet marketing..................................................................................................................6
2.7 Sponsorship............................................................................................................................6
TASK 2............................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10
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TASK 1
1.0 INTRODUCTION
Marketing is termed out as broad process that inclusive product design, research,
development and promotion. In addition to it, principle of management that defines plan,
organize, controls the operational activities of the basic elements of materials, methods, machine,
provide direction and coordination and give leadership to human efforts (Philip, 2017).
Therefore, principle of marketing is consisting of the price, place, promotion and product. Thus,
manager of marketing needs to understand that how customer needs to make the decision
regarding purchasing and how to react with changes in price. Hence, these all efforts need to be
satisfy the needs and wants of customers. However, the core impact of marketing is to make
proper coordination with managerial decision in the area of market demand, product, pricing and
service policy to accomplish the mission and success of the enterprise (Tuten, 2019). In addition
to this, marketing management with the individualization of demand provides high quantitative
results of market activities and this also leads to offer better customer service. With help of
developing the understanding of the proposed market and customers are the core foundation on
which all marketing management based.
Thus, main principle of marketing is to facilitate the effective market communication
plan of action that leads to reach target market through various types of communication.
Henceforth, effective marketing plan has considered all these aspects that assist to present the
balanced business proposition with clearly expressed timetable of variables. This is crucial to
understand the external factors in marketplace and this plays crucial task in process of marketing
management that supports to make assumption of pressure and marketing size. Marketing is
defined as one of the crucial function that uses by firm to analyse the needs of their customers
and must decision to satisfy those needs. In addition to this, marketing objective termed out as
the marketing plan of action that assist to accomplish the organisational objectives. Therefore,
key principles of marketing management is to improve the chances of success to enterprise in
chosen marketplace.
Additionally, present report will emphasise on promotion mix and activities of Market
mix. Also, assignment will cover the promotion mix techniques for chosen entity that includes
physical spaces, special service, waiting time, enhancement of sales etc. Also, elements of
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promotion mix will be outlined. Lastly, evaluation will be conducted to determine the
effectiveness with use of marketing theories.
Overview of company
The present report is based on the principles and practice of market to bring out the better
functioning within the enterprise. Hence, report has based on business activities as Primark as
this is the fast fashion retailer (Swenson and Rhoads, 2019). Primark offers the diverse range of
products that inclusive of baby, clothing of children, menswear, women-wear, home-ware,
accessories, footwear and beauty products etc. It is the entity that has the biggest in chain in
retail sector of UK. Primark created a specific website to deal with the issues around the
programme and also achieved leader the status in the ethical trading initiatives.
2.0 Promotional mix and activity of Primark
Every organization uses promotional mix technique in order to promote and advertise their
products and services. Promotional mix is a technique which consists of different types of
promotion ideas that allow marketer to reach and attract target audience. Usually, it is useful in
attracting customer in various areas and by ways (Porral and Stanton, 2017). The technique
includes sales promotion, advertising, direct sales, etc. Generally, promotion mix is integrated
with marketing mix as it gives insight about how to promote it efficient way to target market.
2.1 Advertising-
It is a way of promoting product via ads displaying it on TV, newspaper, magazine, etc in as it
helps in attracting a large number of people via single platform. It is a one-way communication
as only company interact with people. Good advertising helps in creating a strong brand image of
organization. Besides, product and service are promoted in effective way as well. Primark
maintains and increases the market share of current commodities with help of advertising
(Cummins Loe and Peltier, 2016). This is the enterprise that chooses the both traditional and
modern way to promote their products. In the present era, they choose online market platform to
advertise their commodities. Thus, target audience of the entity are as children, male and female
etc. In order to attract the customers, the Primark strategy is to sell products to customers at the
cheaper rates. Currently, this entity maintains its positioning with use of low price, quality
products at the good value for money.
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2.2 Public relations
It is a promotion mix in which company tries to build public relations with customer. They try to
connect with them and influence it to buy products and services. In this company share info of
product to them and create positive image of brand. Primark successfully maintains relationship
with customers by offering seasonal discounts, coupon offers and providing better quality
commodities (Alkhateeb, 2018). Social media channels such as Facebook, Twitter etc. are the
media channels that are giving star rating to this enterprise and this assist to attract customers.
Currently, Primark is facing high competition with quality competitors by offering cheap
commodities to the wide range of customers.
2.3 Sales promotion
It is mostly used promotion mix by business as it is most effective way to promote and attract
customers. In this the main goal is to increase sales and also providing info about new product to
people in the market. Here, some examples include are discounts, coupons, membership cards,
etc it attracts customer to a great extent (Kotler, Armstrong and Piercy, 2017). The fashion
retailing chain such as Primark undertakes the sales promotion in manner such as club card. In
this, customer collects the 1 point for each GBP spent in the entity. Also, the several times
customers receive the statement and vouchers that is equal to the value they have saved.
2.4 Personal selling
It is way of promoting product via ome to one communication between buyer and seller.
The contact is directly with customer so it helps in taking their feedback. Furthermore, in this
relationship is developed between buyer and company. For instance, door to door selling, via
cold calling, etc. Personal selling of the Primark is that helps to manage the customer
relationship. At the entity, sponsorship plays the vital role in promotional mix as this assist to
make better connected with customers. This is entity whose salesperson uses the personal selling
approach that aids to convince customer to purchase the product. With help of this, the entity
able to enhance the productivity and profitability of the enterprise. Henceforth, personal selling
of Primark reinforces the advertising message.
2.5 Direct marketing
This is also an effective form of promotion in which marketing is done ot target market and
audience. In this there aee different forms of direct marketing used such as e mail marketing,
social media marketing, etc. It is useful in covering a wide area and is easiest and simple way of
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promotion. Direct marketing is the promotional plan of action that can be used to sell the product
to the targeted product customer (Cuculeski, Petrovska and Cuculeski, 2016). Primark is one of
the best example of direct marketing of product that target the customer of each segment in term
of varied products offered. In addition to this, the entity uses the direct marketing method such as
direct mail, telemarketing, direct response, electronic media and catalogue marketing etc. with
help of delivering the direct messages to customers the entity can able to manage the better
relationship with the customers.
2.6 Internet marketing
It is a new way of promotion on which internet is used to promote product. Generally, in this
various tactics is used such as search engine optimization, PPC, etc in order to attract people. In
recent times it is used by company as attractive way of promotion. In similar way, Primark also
uses internet marketing. For that, they use chat box to interact with customer on different
website. In the present era, Primark uses the internet marketing to engage their customers. This
assist the firm to develop their virtual products so that they can be personalized and customized
in proper manner (Palmatier and Sridhar, 2017). Also, consumer can retrieve the information
with use of online search and also assist to obtain the information before purchase products.
2.7 Sponsorship
It is a unique way of promotion in which company sponsor different types of events to create
brand awareness among people (Damron-Martinez and Jackson, 2017). This is a costly way but
also effective as well. Usually, popular event such as sports, music, concert, etc are some way of
sponsorship. Similarly, Primark also sponsor events in order to promote their products. They
have sponsored event like Accord, ACT, etc. Along with it, they are involved in various CSR
activities which has benefited in creating a strong brand image within the industry.
So, it can be evaluated that Primark is doing promotion in various ways which has enabled
them to attract people in market. Furthermore, the tactics has benefited in creating a positive
brand image in the mind of people. In addition, it has been analysed that most effective technique
is sales promotion and direct marketing which has been useful in attracting more people. It has
also resulted in generating sales and profits in the market. Moreover, company is effectively able
to share info on social sites of new products (Amaral, 2017). Thus, it has resulted in attracting
people. They are also sharing post of products on their account. However, it has also increased
the effectiveness of Primark in use of promotion mix. They are able to use appropriate tool for
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target audience. Hence, from it they are able to generate leads and convert prospectus customer
into sales. Henceforth, effective marketing plan has considered all these aspects that assist to
present the balanced business proposition with clearly expressed timetable of variables. This is
crucial to understand the external factors in marketplace and this plays crucial task in process of
marketing management that supports to make assumption of pressure and marketing size.
Marketing is defined as one of the crucial function that uses by firm to analyse the needs of their
customers and must decision to satisfy those needs. In addition to this, marketing objective
termed out as the marketing plan of action that assist to accomplish the organisational objectives.
TASK 2
In marketing there are certain theories which is used and applied. They are based on some
principles which help in effective promotion. Moreover, the use of theories depends on company
needs and target audience. Basically, main aim of marketing is to attract people by creating
awareness about products and services offered. Therefore, Primark have also used some theory
which is as follows
Model – AIDA
This model state the various stages through which a customer goes in order to buy a
product or service. In this there are four stage which is awareness, interest, desire and action. In
this awareness refers to creating brand awareness with help of products and services. Interest
refer to generating interest among customer by showing features or benefits of buying product.
Desire means to create an emotional connection with customer so that they desire increases.
Then, at last action means to involve to engage with brand. It can be done by downloading
brochure, live chat, etc there is last stage as well in which customer are retained.
How company apply this model
It can be analysed that Primark have also applied this model in their marketing campaign.
This has enabled them to attract customers and create a brand image in the market. Here, it is
stated that company create awareness of their brand with help of social media posts. In that they
display product images on various social sites such as Facebook Twitter etc Also, on daily basis
product images are updated with new design and pattern. As organization is having their official
page on different social platforms so with help of it they are able to create awareness within
people.
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However, interest is generated by posting videos on social media and also by doing e mail to
customers. This makes it easy for Primark to show benefit of their products. It is done via writing
content, displaying features, etc Alongside, when comes to desire Primark emotionally attach
customer by posting user comments and sharing their feedback on their website. In this way, it
helps in connecting customer. Moreover, in action Primark do many things. They e mail
brochure to prospectus customer. Also, they get engage with them through live chat and do a
conversation in which they tell nore about products features. Sometimes, calling is also done to
convince customers. However, they are retained by providing them offers, discount, coupon
code, etc besides this, membership card is also offered to them. They focus on cross sells and
referrals as well for retaining.
1.4 Evaluation of effectiveness
It can be evaluated that AIDA model has highly benefited Primark to attract people. From social
sites it is found that 10% of customers have viewed company product on Facebook. Also, there
are 3.5% retweet done by and they have shared Primark product on their social media account.
Moreover, it has led to rise in enquiry related to clothing product. Besides that, there is high rise
that is 18% in likes of post uploaded by Primark on social media. Likewise, many people are also
commenting on those posts and tagging thier friend, relative, and other people. Thus, it has
resulted in creating awareness among customer to a large area and increasing their desire ot buy
Primark product. Now, e mail are send to more number of people. With this KPI is used ss well
in measuring outcomes. Hence, this model is successful for company in there marketing
campaign.
2.0 Model – Pull and push strategy
In this model in which there are two types of strategies applied. Push means to take product to
customers which means to attract them. This is a way of doing promotion in effective way. There
are various tactics used in this such as selling via showroom, point of sale, etc basically, focus is
to attract target customers (Porral and Stanton, 2017). On other hand, pull is a strategy in which
customer are pulled towards products. In this there are different tactics usrd like mass media
promotion, word of mouth, sales promotion, etc it makes things easy to pull customers.
Basically, businesses use pulls promotional strategy which is useful in attracting more people as
compared to push strategy.
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2.2 How company apply this model
In similar way, Primark has also applied this model in promoting of products. The company is
using both types of strategies to attract customers and market their product. It has been analysed
that in push strategy Primark are using tactic of showroom selling. They have set up their stores
in various markets and cities. It has led to attracting customer easily (Swenson and Rhoads,
2019). Along with it, in pull strategy they have applied tactic of doing mass media and sales
promotion. In sales promotion company offers discounts of selected items, also on festive season
as well offers and promotions are done. For example, they provide buy one get one free offer,
buy 3 @10% discount, etc are some sales promotion tactics applied. Apart from it, in mass media
promotion it is evaluated that Primark publish ads in newspaper and magazine weekly. Also,
they promote it via displaying ads on TV. In this way, company have applied push and pull
strategy in promoting of products.
2.3 Evaluation of effectiveness
It is evaluated that the use is pull and push strategy has benefited Primark ot a great extent. It has
been found that pull strategy is providing better outcome as compared to push strategy. It is
because with help of sales and mass media promotion company is able to attract more people.
The sales done from pull strategy is 12% high than push one. However, more people have
responded to sales and mass media promotion (Philip, 2017). The mass media promotion
strategy has benefited in generating leads and this has led to rise in conversation rate of about
9.8%. people are enquiry about products by sending e mail or calling on toll free number. Some
of them have also visited store to buy items which are on discount rate. However, in addition it
has been analysed that sales promotion is highly effective in all these techniques. This is because
high sales and profits are generated through it. The total sales percentage of sales promotion is
15%.
CONCLUSION
From above it is concluded that there are many principles of marketing which are
followed by companies. It enables them to promote their products and services in effective way.
Likewise, Primark is fashion retail which uses various promotional technique such as
advertising, public relations, sales promotion, etc in order to attract people. Besides that, several
models are applied as well such as pull and push strategy, AIDA model,
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REFERENCES
Books and journals
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Tuten, T.L., 2019. Principles of Marketing for a Digital Age. SAGE Publications Limited.
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Cummins, S., Loe, T. and Peltier, J.W., 2016. Using sales competition videos in a principles of
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Philip, 2017.
Tuten, 2019
Swenson and Rhoads, 2019
Porral and Stanton, 2017
Cummins Loe and Peltier, 2016
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Alkhateeb, 2018.
Kotler, Armstrong and Piercy, 2017
Cuculeski, Petrovska and Cuculeski, 2016.
Palmatier and Sridhar, S., 2017
Damron-Martinez and Jackson, 2017
Amaral, 2017
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