Primark's Marketing Strategy: An In-depth Analysis of STP and the Mix

This presentation provides an overview of Primark, an Irish multinational fashion retail store, and analyzes its marketing strategy using the STP (Segmentation, Targeting, Positioning) approach and the marketing mix (Product, Price, Place, Promotion, Process, People, and Physical Evidence). The analysis covers Primark's segmentation strategies, targeting young people and kids, and positioning based on quantity and affordable pricing. The presentation also evaluates each element of the marketing mix, highlighting Primark's product range, pricing strategy, distribution network, promotional activities using social media, and the importance of efficient processes and well-trained employees. The conclusion summarizes the key findings, and recommendations are provided, including adapting to new fashion trends and expanding online sales to enhance market competitiveness and profitability. Desklib offers a wealth of similar solved assignments for students.

INDIVIDUAL PRESENTATION

TABLE OF CONTENT
 INTRODUCTION & COMPANY OVERVIEW
 STP DISCUSSION
 MARKETING MIX
 CONCLUSION AND RECOMMENDATIONS
 REFERENCES

INTRODUCTION & COMPANY
OVERVIEW
 The current report is based on Primark which is an Irish multinational retail fashion
store and having its headquartered in Dublin, Ireland.
 The current presentation will outline the overview of the company.
 Further this presentation will outline the STP approach of the company.
 Primark is the Irish multinational fashion retail store and having its headquartered in
Dublin, Ireland.
 This is the subsidiary company of the Associated British Foods and having its stores in
Europe (Xydia, 2019).
 The company was founded on 13 June 1969 that is 52 years ago in Dublin, Ireland

STP APPROACH
 Segmentation: By using the marketing mix theory it can be referred that segmentation
geographic, demographic, behavioural and psycho graphic segmentations (Varley and
et.al., 2018).
Primark used to have the geographic and demographic segmentation as it has
various stores across the market of Europe. The demographic of the company is basically
the age group between the 20-50.
 Targeting: This includes the size, profitability and reachability that helps the
company to sell its products (Shah, Azhar and Bhutto, 2019).
The target market of the cited company is young people and kids in the market.

CONTD..
 Positioning: The creation of product positioning is must helps the company to promote
its products in the market (Sukma, Lubis and Utami, 2019).
The cited organization has to make the strong positioning which helps them to
increase in the sales.
Primark used to focus on the quantity in order to sell its products in the market as
this will helps them to have good profits.

POSITION STRATEGY

The company can sell the high quality of products at the excessive and affordable cost range.
The position strategy of Primark is based on both quantity of the products (Kalam, 2020).
This used to attract the customers to buy more at affordable prices (Huang, and Rust, 2021).

MARKETING MIX
 Products: The products refers to the mix that is sold by the company in order to gain
the revenue in the market. The company used to sell different type of products for
women, men, kids and beauty related products. This used to sell the augmented
products.
 Pricing: This mix describes about the amount that the company uses in order to sell its
products in the market. Primark used to sell its products at the high quality at the
excessive and affordable cost range.
 Place: This is the type of mix which helps the company to sell its products by
having good distribution in the places (Hanaysha, 2020)The cited organization is
having more than 370 stores in almost 12 countries across the United States and
Europe.

CONTD..
 Promotion: This includes the advertising, personal selling, sales promotion and public relations in
the promotional mix.
Primark used to promote its products by using the social media apps that is Facebook,
Twitter, Pinterest and Instagram..
 Process: Primark must produce its products at the lower rate which helps them to
minimize the cost of production.
They must have the good and fast payment process which helps them to have faster billing
(HR and Aithal, 2020).
 People: Primark has over 70000 employees. The organization can provide the training to
the people or employees that helps them better production.
 Physical Evidence: This Mix helps the people to know about the physical evidence in the market.
The stores of the Primark are located in the market of Europe and US.

CONCLUSION AND
RECOMMENDATIONS
Conclusion
 From the above presentation it is concluded about the overview
of the company.
 Further this presentation has evaluated about the STP approach of the
company.

CONTD..
Recommendations
There are some recommendations to the Primark that helps them to grow and have
good profitability in the market.
1. It is recommended to the company that they must follow the new trend in the
market and produce the new fashionable clothes. By doing this it helps them to
reduce the intense competition in the market.
2. It is also suggested to the company that they can sell its products online which used
to attract the more customers in the market. By outsourcing the products it helps the
firm to gain the reputation in the market.

REFERENCES
 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.
 HR, G. and Aithal, P. S., 2020. Establishing True Lifestyle Brand in India: An Integrated
Marketing Mix Framework. International Journal of Management, Technology, and Social
Sciences (IJMTS),(June 2020). 5(1). pp.261-284.
 Islam, M.M., 2020. Segmenting, targeting and positioning in Islamic marketing. Journal of
Islamic Marketing.
 Sukma, D., Lubis, P. H. and Utami, S., 2019. Analysis of Marketing Strategy of Minyeuk Pret
Using STP, Ansoff Matrix, and Marketing Mix.
 Varley, R. and et.al., 2018. Fashion management: A strategic approach. Macmillan International
Higher Education.
 Xydia, N., 2019. Sustainably-conscious consumers’ perceptions, attitudes and behaviours towards
the fast fashion industry: A Case of Primark.