Principles and Practices of Marketing (PPM): A Primark Case Study

This report provides an overview of Primark's marketing strategies, focusing on the marketing mix (product, price, place, promotion, process, physical evidence, and people) and STP (Segmentation, Targeting, and Positioning) analysis. It examines how Primark utilizes these elements to attract customers, maintain a competitive edge, and build brand loyalty. The report also highlights Primark's strategic decisions regarding market segmentation based on demographics and behavior, targeting customers aged 18-60, and positioning its products as fashionable and affordable. The analysis considers both the strengths and weaknesses in Primark's approach, including its reliance on physical stores and the need for improved customer service during peak times. Desklib provides similar solved assignments and past papers for students.

Principles and Practices
of Marketing PPM

Table of Contents
INTRODUCTION ........................................................................................................................1
MAIN BODY ................................................................................................................................1
Business overview - ...................................................................................................................1
Marketing mix of consider company - .......................................................................................2
Reflects strategic decisions and relevant taught theories in its marketing efforts. ....................4
CONCLUSION .............................................................................................................................7
References:.......................................................................................................................................8

INTRODUCTION
Marketing Is the term which includes all sources and a set of the actions that are essential
to direct and facilitate the flow of goods and services from manufacturer to users. Business
owners merchandising as a management features to make strategy, promote and deliver goods
to the users or buyers (Liu and et. al., 2019) . Human practices , finance and administration is
the prime resources in marketing. It starts with determination of buyers wants and then
satisfying those wants via goods and services. The current concept of marketing is buyer
oriented and concentrated on having profit and raising sales by fulfilling needs and wants of
the users. The employees of this department aims to satisfy the needs and wants of the buyers
and hence, searching out users wants is the initial mark for all marketing activity. In
beginning with buyer and ends up with user satisfaction of goods and services. This tends in
making them a loyal users of the brand . It serves a large scale production, occupation
possibility ad social well being. This report is based on the PRIMARK, it is clothing brand
which deals in kids and women wear. It was founded in 1969 in Dublin Ireland it serves
services in global countries. In this report will cover marketing strategy and marketing mix of
the consider company after that it will cover the concept of the marketing strategy .
MAIN BODY
Business overview -
Primark is the British company which is an Irish retailer founded by Sir Alferd
brown. The company operates in Australia, Belgium , France and many more places. They
serves services in many countries . It is treated as a international brand , it acts clothing
retailer. In subsidiaries they deal as British food processing company it was initially
established in June 1969 in Mary street. All of an organisation sells is created particularly for
the company. It has its own brand names. It majorly sells clothes in the market. They keep
updating there designs and trends so that the users being there loyal users. It has many stores
and other outlets so that the consumers can reach easily. They also take care of social well being
in the nation . Company offers a diverse range of goods considering baby, women wear ,
menswear , home wear and accessories, footwear and beauty products and confectionery . It
1

owns 384 stores in 13 nations. The company launched its first store in derby Ireland island
England. It provides the quality products and goods (Nurfajri and Suhaimi, 2020) .
Marketing mix of consider company -
In order to understand the marketing strategy the company uses the marketing mix
which is a set up of selling tool utilised to attracts the demand for the goods. The initial
formula of the marketing mix considers seven factors (Liang and et.al., 2019). It refers to the
tactics refers to the marketing activity that they have to satisfy users requirements and
position that serving clearly in the mind of the user. It includes the demands and wants of
the buyers so that they can satisfy them. Here are some factors that are listed in below -
1. Products - it states with the company manufacturers and is improved to reach the
base requirements of the purchaser. The issues is to make the correct units of
advantages that reaches this requirements. These can be touchable and non touchable
goods. Each goods has its life cycle that considers the levels of improvement
establishment , growth and decline. All of the levels needs particular marketing
decisions. Other crucial point is a goods rivalry benefits, it also states the goods
benefits, it assist to expand the company market segment and to raises the value. In
case of primark , the company product line are women, men kids, baby and many others
each goods has a huge value of services and version making the goods mix very
extensive. It often includes new goods are closely its existing goods lines. It offer
broad range of goods and basic styles entreaty to users from various pass of life.
2. Price – It is not easily the value of the services for the purchaser it is a point kof
communication among the producer and the user. Value states the goods position in the
market, detailing the customer regarding the users level, various valuation strategies
could be utilised. In relation of primark , it targets the value seeking users and
commits them to keep up with the current trends. It serves attractive affordable
values that influence attract millions of buyers. It is due to the economies of range
and the production of goods in many nations.
3. Place - the factor of location designs the approach of the goods distribution and
includes the supply chain which delivers the goods from the manufacturers to the
buyers . The goods can be sell straight to the users of the producer . The shop can be
physical or virtual. It is stated on the basis of distinctive feature to the good sold. The
2

goods of primark are accessible in all over 370 stores in 13 nations across UK. It does
not sold thing online. They should also start the online stores so that people can buy it
easily as well as it will tend in growth of sale.
4. Promotion – it is a set of tool that assist to communicate with the client. It is to attract
this attraction, gives details regarding the goods and stimulating the decisions to
bought. The company can utilised just as direct selling , personal selling , public
relations, adverting sponsorship and many more. In relation of Primark, they uses social
media just as Facebook, Instagram and Pinterest and also gets a huge likes and shares
online in short duration of time. It supports to social causes also operates very
affirmatively in building image in the eyes of the buyers.
5. Process – it also creates the company competitive,raising the users loyalty. The client
considers efficient services delivery which leads in carrying needs and wants of the
consumers . Various activity of primark have various processes. In instance users will
have to go the primark stores to buy anything. Whereas they require to stay in lines to
pay the bills for their goods . The company has strong supply chain which ensures
timely delivery. While the peak days the customer service is extremely attractive. The
process reaches out considering the users experience workers learnings, worker
training and timely delivery has to be developed.
6. Physical evidence- it implies considering the services acting which attracts the
analyses regarding the company . Giving a clean surrounding of the places or suitable
services for the customers, as well as the online services and advertising promotion
regarding the organisation service or a logo . Primark has over 70000 workers it also
support the occupation of huge workers who operates for its providers. They has
been accused of ignoring specific due to safety issues and operating situations in
some of its providers.
7. People - this factor of people considers the company staff with its staff and
education. The employees has an appropriate interpersonal skills and attitudes to the
work as well as the professional competence makes an rivalry benefits for being a
face of an industry. Primark stores are basically big and multi stories. Thus narrow
aisles in some shops are uncomfortable for some users. It has a nice website that is
very user friendly as well as (Ghahnavieh, 2018) .
3

Reflects strategic decisions and relevant taught theories in its marketing efforts.
STP analysis of chosen organization
The acronym of the STP is Segmentation, Targeting and Positioning. This is basically the
combination of the three different types of marketing approaches which assist the management
of the business organisation in order to analyse the different types of product in which they
dealing and also help them in communicate the benefit of the product to the specific group of
people. In addition to this, this frame work also assist the company in segmenting the market into
different parts and then target the particular market and in the last position themselves in the
market by creating good image in the customer mind. These three elements plays a very
important role in improving the effectiveness of the firm in the target market. In context to the
Primark STP analysis has been discussed below: -
 Segmentation: - Market segmentation is basically a research in which the management
of the organization divide their market into different smaller group on the basis of the
data acquired from the market. In simple terms terms this means that splitting of the
market into different sections which represent the needs and wants of the customers. The
firm can segment their market on different basis which are mentioned below: -
◦ Demographic: - In this firm can divide on the basis of the personal attributes like
age, marital status, gender, ethnicity, sexuality, education, or occupation
◦ Geographic: - on the basis of region, state, country, city, and any more.
◦ Psycho Graphic: - on the basis of hobbies, risk, lifestyle, values and many more.
◦ Behavioral: - on the basis of how consumer use the product and loyal towards the
brand.
Primark can segment their market on the basis on the basis of demographic, behavioral
bases. Within the demographic segmentation the firm can segment the market on the basis of
age as well as gender. On the other hand, on the behavioral basis firm segment their market on
trends and consumer preferences (Ratovsky and et. al., 2018) .
 Targeting: - this is being considered as one of the most important element of this model.
There are different types of approaches which assist the company in targeting the market.
There are basically four types of marketing strategies which are discussed below:
4

◦ Undifferentiated marketing: - this strategy is basically used by those organization
which have vast audience with the supply of mass-produced product. For example
like Coca Cola.
◦ Differentiated marketing: - if the firm introduces the new product in the existing
product then this strategy is used by the company. For example like Apple Inc.
◦ Concentrated or focused marketing: - this strategy is used by those organisation
who have limited resources but know their audience well.
◦ Customized marketing: - in this strategy company resolve the customers problem as
per their need and desire.
Different market strategy can be used by the management of the Primark in order to
target their customers. As the firm deals in the clothing and the accessories they can target the
individual between the age group of 18 to 60.
 Positioning: - the main motive behind positioning the product is to effectively connect
with their customer and create a positive image in the mind of the customers. Different
types of elements must have to be considered by the company management in positioning
the product which are discussed below: -
◦ Symbolic positioning: - this is also called the lifestyle positioning. This can be figure
out by the company by paying focus on what type of image is being projected.
◦ Functional positioning: - this type, basically comprises the issues that a product
contain and solve them by making the customer life easier.
◦ Experimental positioning: - this is totally related to the experience which are
provided by the goods and services of the company to their customers.
In relation to the Primark the management of the company position their products in the
market as the latest fashion at a very competitive and reasonable prices. More focus has been
paid by the company management on the quality of the product in order to gain the competitive
advantage over their rivals. Primark, not only focus on the prices but also focus on the customers
satisfaction which make them happy and satisfied (Sukma, Lubis and Utami, 2019)..
Does/ can evaluate the effectiveness of its marketing efforts: -
5

Different types tools and techniques can be used by the management of the business
organization in order to measure their effectiveness in the market. With the help of this they can
increase their sales and reduce their cost (Cheng and et. al., 2021) It is very essential for the
company management to evaluate their marketing efforts this not only helps in improving their
strategies but also helps in doing modification in these. KPI, social media, bench marking and
many more some of the tools which helps in measuring the marketing efforts. In relation to the
Primark, different types of efforts can be used by the firm in order to measure marketing efforts
form which some of them discussed below: -
 KPI: -The KPI stands for the Key Performance indicator which is a well known
quantified tool that assist in measuring the performance and efforts which are made by
the company. With the help of this the firm management make sure that the efforts which
are made by team members are in the right direction or not. In relation to the Primark,
KPI can be used by the firm as a measurement tool which help them in aligning their
workforce towards the goals and keep the team moving in the same way. This method,
represent the real performance or the real health of the company. Along with this, through
this method the failures and success can be effective measured which assist them whether
they have to paid more efforts or not. This also help the Primarke company in analyzing
that whether each and everyone employee of the company work with their full efforts or
not. The performance of the employee is also track which assist the manager to think in
the different way and move things along.
 Social media analytic: - this tool is being considered as one of the best tool for the
organization to measure the effectiveness of their efforts. With the help of this tool the
sales of the firm has been increase as they can easily track the numbers of quarries as
well leads. The efforts of the firm is measures on the basis of shares, posts, comment and
follower count. In relation to the Primark, social media analytic can be used by the firm
in order to measure the effectiveness of the efforts. On the basis of observing the
comments, likes, share and reviews of customers the performance of the company can be
tracked by them. This also helps them to know more about their needs and wants of the
customer and what trends are running in the market. In addition to this, this analytic also
helps the respective company management in knowing their customer liking and
6

disliking. Through this the reaction of the customer on the company product can be
effectively determined in the form of comments and likes. The complaints which are
received by them firm on the social media platform helps them to understand the ares in
which they lacking by making more efforts try to solve them. Thus, this tool assist in
measuring the organizational efforts (Allen and et. al., 2019).
 Bench-Marking- Bench marking is the practice used for compare business processes and
performance and it is also referred as best process for the companies. Dimensions which
are measured is quality,time and cost. In this way companies can identify how well the
targets perform and more importantly it explains why these firms are successful. This
process measures the progress of their employees and mostly used by their business
organization. It sets the certain standards and goals of the organization which leads to
productivity, mission, vision of the market for long period of time,to accomplish
competitive advantages. By this methods company can easily understand the desires and
needs of the customers and this indirectly benefits the company. Through Bench Mark
process Primark can enhance their efficiency and effectiveness by identifying their areas
of improvement internally and potential. The company perform this process in regular
basis , so the new opportunities can be achieved and can also enhance their growth and
success by increasing their sales performance.
CONCLUSION
It is concluded from above report that marketing is on going process which discover and
translating user requirements and wants into goods and services. This help in understanding the
marketing needs and wants of the buyers so that they can have the idea of buyer buying habit. It
also includes the purchasing behaviour and market condition of the marketplace so that the
owner can understand what is going to be sold in whole market. This is being implied that this
merchandising has the ability of analysing the mindsets of consumers and also it assist in
having an effective idea that what is trending in the market and also it get a thought that what
will be the trend in up coming days. This is also analysed that business essentially requires a
marketing team so that they can understand needs and wants of the purchaser. It helps in
raising sales and sets the aim for the company so that they can have a clear goal and intention
of doing marketing. It has a various kind of doing promotion this assist in understanding that
7

what is going to be suit in the business, so that the brand can reach to everyone easily and also
communicate the message directly to the users.
References:
Books and Journals
Alam, A.S. and Fathima, A., 2022. Implication of theory of planned behavior and marketing mix
variables in assessing the mindset of consumers for solar products in India.
International Journal of Energy Sector Management.
Allen, M and et. al., 2019. Planning and providing acute stroke care in England: the effect of
planning footprint size. Frontiers in neurology, 10, p.150.
Cheng, D and et. al., 2021. A Comprehensive Survey on STP Approach to Finite Games. Journal
of Systems Science and Complexity, 34(5), pp.1666-1680.
Ghahnavieh, A.E., 2018. The influence of marketing factors on the marketing strategic planning
in SNOWA corporation. Business and Management Studies, 4(4), pp.52-61.
Hayat, K., Nadeem, A. and Jan, S., 2019. The impact of green marketing mix on green buying
behavior:(a case of Khyber Pakhtunkhwa evidence from the customers). City University
Research Journal, 9(1), pp.27-40.
Hung, C.L., Htwe, M.M.S. and Siong, Q.K., 2019, September. Marketing mix of non-profit
organizations (NPO) affecting the willingness-to-donate (WTD) in Malaysia. In
Proceedings of the 3rd International Conference on Business and Information
Management (pp. 27-31).
Liang, S and et. al., 2019. Structural stability analysis of gene regulatory networks modeled by
Boolean networks. Mathematical Methods in the Applied Sciences, 42(7), pp.2221-
2230.
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing, 29(5), pp.453-469.
Liu, Y and et. al., 2019. STP models of optimal differential and linear trail for s-box based
ciphers. Cryptology ePrint Archive.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa. In Understanding the higher education market in
Africa (pp. 241-262). Routledge.
Nurfajri, K. and Suhaimi, H., 2020. Improvement of website and hotel exterior design based on
business coaching method. In Contemporary Research on Business and
Management (pp. 284-287). CRC Press.
Ratovsky, K.G and et. al., 2018. After-effects of geomagnetic storms: statistical analysis and
theoretical explanation. Solar-Terrestrial Physics, 4(4), pp.26-32.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
Sukma, D., Lubis, P.H. and Utami, S., 2019. Analysis of Marketing Strategy of Minyeuk Pret
Using STP, Ansoff Matrix, and Marketing Mix.
Sulistijono, S. and Kadarisman, A., THE EFFECT OF DIGITAL MARKETING MIX ON
CONSUMERS PURCHASESINTENTION. In 6th Bandung Creative Movement 2019
(pp. 39-44). Telkom University.
8

Zandian, F.,and et., al., 2019. A Comparative Study of Marketing Mix between Information and
Knowledge Science Publishers and Selected Publishers. Sciences and Techniques of
Information Management, 5(1), pp.31-51.
9