Report: Primark's Marketing Principles and Promotional Mix Policies

This report delves into the marketing principles and practices of Primark, a leading fast-fashion retailer. It examines Primark's background, including its competitive marketing strategies such as advertising and sales promotion, and its target marketing approach. The report provides an overview of the company's promotional mix policies, including advertising (transit and retail), public relations (reception areas and external spaces), sales promotion (customer touchpoints and stores), direct marketing (digital platforms), and internet marketing (websites). It analyzes how Primark utilizes these strategies to enhance brand awareness, attract customers, and drive sales. The report also covers the theoretical aspects of the promotional mix within an organization. The report concludes by highlighting the effectiveness of Primark's marketing tactics in achieving its business goals.

Principles and practices of
marketing-PPM

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Background related to marketing strategies of the company......................................................1
Information required on the practical promotional mix policies undertaken by the company.. .3
Theoretical aspect of promotional mix in an organisation..........................................................9
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing principles and practices are the different aspects that explore the several areas
for consumer marketing. It includes different activities as like situational activities, marketing
mix, market research, market targeting and segmentation, development of marketing strategies
and objectives, forecasting, budgeting, development of product (Rane, 2019). There are some
basic principles of marketing through which business enhance their sales and profit that are as
like place, promotion, product and price. The marketing strategies become even more effective
and efficient while using these promotional functions. Principles and practices is a statement that
guide the business and provide adequate path to follow. There are different principles of
marketing that are as product, price, promotion, place, positioning, packaging and people. There
are different functions of marketing as like setting prices, promotional channels, product
management, financial balance. With the help of these strategies company achieve long time
success and growth and balance sustainability and profitability within the business. This report
includes the marketing principles and practice of Primark that is the largest retailing company of
the fashionable clothes with headquarter in Mayfair, London, UK. It was founded in 13 June
1969, by Arthur Ryan and works with around 373 locations and deals with the different products
as like clothing, cosmetics and housewares. Company is as named as “Penneys” in Ireland and
outside that it is known as “ Primark”. This report includes the different promotional activities
that has been adopted by the company with the help of some theory for the evaluation of
effectiveness of the tactics.
MAIN BODY
Background related to marketing strategies of the company.
Primark is the fast fashion brand that was founded in June 1969, Dublin Ireland and its
founder is Arthur Ryan. Primark could maintain or enhance their market share by their current
product and services by applying a combination of competitive marketing strategies these are as
like advertising and sales promotion. Primark has extensive and wider portfolio with that they
secure dominance of growth in the market and drive out the competitors by using aggressive
campaign of promotions. Primark is the unique and excellent organisation and works with the
mission to enrich the life of everyone with the fashionable clothes and up raised the status of the
society (Alexandrova, 2018). They emerged the major force by presenting the low price value
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and large quality products of fashion and left the remarkable impact on the society and ethics of
the people. Primark works with the motive as “ pay less, look good” and retailing industry has
huge demand in the market thus it is important to manage the business with the help of strategies.
Primark uses target marketing approach to achieve maximum sales with differentiation
over the market competition by satisfying the needs and demand of the customers. For to
maintains the sustainability and competitive advantage by capitalising the abilities and strength
of the business. It is very important for the business to relate their attributes with the customer
with there product and services. That increased the not only the profit but enhance more
opportunities for the business and reduces the overall incurred cost of the company. This process
carried out in a systematic manner and further divided into three parts that are as explained
below as: Targeting: This is based on the comprehensive marketing plan in which market will be
divided into different segments that must be measurable and profitable. Primark targets
the market on the basis of sex, life style, age, income level and social status. As Primark
will works with different portfolio thus they target the audience as per the requirement
and demand of the region. Segmentation: In this the complete market would be divided into distinct group as per the
market response (Verdenhofa, 2018). Primark identifies the characteristic of each
segment and then develop the appropriate criteria to attract the customers as per the
viability of the business. It directly allows the manager to have the clear view of different
opportunities that might raised or already exist in the market. Primark is tagged by their
clothing thus it is important for them to lead the item related to cloth rather then other
items of their portfolio. Primark segments the market as per demographic factor and then
analyse the factor as per likeness and attractiveness of the market.
 Positioning: It is a strategy through which company makes different plan to develops the
image of their product and services in the mind of customers. Brand positioning exhibits
more value to the brand and develops the positive image and value of their product in the
market.
Primark also uses product marketing approach and make different and unique
strategies to attract the large number of customer and to gain the long term success and
profitability within the business.
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Information required on the practical promotional mix policies undertaken by the company.
Primark works with more diversified products and services and with this they offers the
wide range of clothes and includes men, women, kids and many other fashionable and trendy
clothes as well. The first store of Primark was open in City park shopping centre in Ljubljana.
Primark is well known for the destination stores and keeps the recent trends from baby to
younger ones as well.
Promotional mix is the method that is used by the company to promote one product of the
family or the group (Sifoniosm, 2018). It includes the different methods or the tactics that has
been used by the company to present their product and services in the market in an effective
manner. Efficient promotion is the key of business to impart the success and growth in the
business. Promotional mix includes different activities with that Primark attracts the large
number of customers and generate more loyalty in the business and persuade the customers to
buy more and more products ad services that is offered by the company. The marketing
consultant adopts different promotional tactics and strategies for the business to measure more
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growth and development. It includes different promotional activities that are as explained below
as:
2.1 ADVERTISING
Transit advertisement: It is an advertisement that is being displayed on public
transportation as like trains, bus or at the public transportation areas as well, as like subways,
station, railway stations, airports and others too. That is the static advertisement that can't be in
slide format but that will be of one slide that always remains stable.
Retail advertisement: It is the advertisement that is displayed in all the locations as like
stores, malls and shopping centre as well. It will be advertised on the wider format as on big
spaces and takes the larger space like walls, floors, roofs and windows as well. It create more
awareness about the brand and the major aim of that to compels the large amount of customers to
visit to the stores of Primark.
2.2 PUBLIC RELATIONS
Reception areas: It is the area that comes first when anyone enters in the company.
Reception is the first place through which customers and company meets and have conversation
for the very first time. It has been said that first attraction is the last attraction and with this more
of the information about teach other will be transferred. Thus Primark must develops the best and
reflective environment that attracts the visitors and show the best image of the company.
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 In external spaces: It is a space that covers the outer part of the company i.e. the outer
environment. Primark must uses different promotional activities to promote the services
of the company as outside the business. With the help of these activities company must
attains the profit and to boost their revenues. This has been done by various ways that are
as explained below as:
Billboards: It includes the different activities as like print and displays as it is the most
normal form of advertisement. It spread the awareness about the brand and image of the different
products that are offered by the Primark (BACK, 2018). With the help of technological
advancement creativity has been influenced and company chooses unique ideas to promote their
product. Primark uses their logo and fashionable clothes in the boards that is very much simple
but more creative.
2.3 SALES PROMOTION
 At customer facing touchpoints: It is the aspect in which Primark gains the attention of
the market by attempting different strategies to directly touch the mindset of the
customers (Luiz, 2019). It is the fact that whenever customer wants something they must
choose those product that could be seen by them at any of the place. Viewpoints also
matters a lot and what a person might saw and if that is more reflective then individual
must remember that for a longer period of time. Thus it is most important for the Primark
to build the strong and reflective advertisement or anything through which individual can
easily get relate themselves with that product or the services that is offered by the
company. Touchpoints reflects the counts the total number of time when customers
engages with the social media and found the promotional activities of the company in
different norms. Primark must gain the advantage of promotional mix at customer facing
touchpoints with several activities that has been analysed by the consultant that are as
defined below as:
Stores: These are the different areas that are served by the company and they provides
there different products and services to the customers from that stores (Sifonios, 2018). Primark
must applies different promotional activities within the business as to grab the attention of the
customers and for that Primark provides different techniques and like design big posters and post
that in different walls of the stores. Posters must be very much attractive and unique that attracts
the large number of customers. Formative posters contains a large number of information and
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reflects the motto of the company. It shows or reflects the same information that Primark wants
to spread in the market. It is very normal that posters attracts the attention of the customers and if
people visit for the very first time then they get to know more about the company through this
posters. Thus this strategy must be applied or undertaken by the company as promotional mix
policies.
Primark also uses TV bulletins as a promotional activities in which various video has
been shown on continuous basis (Gunn, 2018). That video contain more creativity and newness
that attracts the large number of customers. If the videos are more effective that it will become
even more memorable and people get remember that for a longer period of time. Primark must
create some more creative videos and try to cover all the diversified and fashionable products to
the company. That raises the market demand and a huge number of customers gets linked with
the company.
Offices: Primark has their offices at different places from there they further supply there
products and services to the other areas. Office area indicate the working criterion of the
company and show the working culture, environment, standard and abilities of the business.
Thus Primark must uses different functions as like used banners that would be tagged in the
premises of the office (Denny, 2018). Thus it attract the large number of people who came for
the visit of the company.
2.4 DIRECT MARKETING
 Via digital platforms: Digital marketing is the platform from which Primark promote
their brand products by using internet or the electronic devices. It is the area through
which company could promote their product with the help of digital platforms (Mendes,
2018). It is the component of the marketing that is done by internet and also includes
online based technologies.
2.5 INTERNET MARKETING
Websites: It is the platform through which company offers different product and services
on the websites. It is the collection of different web pages and relatable content that is known by
common domain and published on one web site or server. These websites are constitutes with
world wide web and Primark has there own site that is named as primark.com. With the help of
these websites company make their own channel that provides more easiness to the customers.
As customers were easily search any of the product of the company through there search engines.
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( Sources: https://www.primark.com/en/categories/kids/c/kids)
Primark offers the wide variety clothes and provide the fashionable clothes on reasonable
rates that attracts the large number of customer base. The diversified products brings more profit
to the company and they get more loyal customers as they fulfil the requirement and demand of
all the age group people and also covers all size clothes.
Social media: It is the platform that includes the websites and the application that helps
the user to create or share their norms and enhance the participation of the peoples in social
networking. It is used to keep in touch with the new technologies, the advancement that has been
generated in the market, to collect the information and many more (Pinheiro, 2018). Primark
uses social media to promote their product as through this company could easily in contact with
the customers. This is very much helpful for the company as they directly sell their product with
minimum time and less efforts.
 Through Third parties: It is the mediator of between customers and the company that
furthermore, present the information of company to the peoples. It is the common
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scenario by which Primark will publish their content and further customer reads that
content and then get to know about the different services that is offered by the company.
2.6 SPONSPERSHIP
News articles: It is the published data of the company that contains the information about
the services that is presented by the Primark for their customers. It includes the recent and
current news about the Primark either includes the information about the specific data. It is the
eyewitness of all happening event and with the help of that customers gets to know the ongoing
revenue, profit, value, image of the company. It is helpful of Primark as well because company
has the strong brand image and more stability within the business. Primark also sells the product
with best and suitable prices that attracts the large customer base and also raises the market share
of the company.
Analyst report: It is a document that is prepared by the analyst or the strategist who has
the work to perform the research. It includes the recommendation and ideas as well as where to
invest and how much to invest in all the particular activities (Sifonios, 2018). This is helpful for
the Primark as it spread the positive information about the company that further helps to create
more awareness in the market about the company's product and services. It provides the guidance
as well as what to do and how to do the specific task to gain the effective outcome.
Assessment criteria: These promotional activities enhances the profitability of the
company as due to this people get to know about more about the company and also about the
different product and services that are offered by the company. These promotional activities
helps to promote the product and services of the company in order to gain the competitive
advantage. In this period of time people are more aware about the new trends and also get
attracted towards the new and unique products. Market has the lot of competition as there are
various companies that work with same business and everyone wants the success and want to be
in the market for the longer period of time. Thus Primark must use different marketing and
promotional mix policies to enhance their sales and profit on continuous period of time. Thus
Primark must applies different strategies and tactics to spread the awareness about the different
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products that they are gone to dealt with. It is the process through which Primark must touch the
feelings of customers and attracts and influenced them to purchase their products and be with
them for the longer period of time. Primark uses digital platform by which people get to know
about their services in an easiest manner and select the product as per the requirement. That all
helps the Primark to gain the competitive advantage and maintains the sustainability within the
business and measure more success in terms of profit and sales.
CRM is the customer relationship management that is used by the companies in order to
maintain the better and strong relation with the customers. Primark uses competitive strategies as
like pricing through which they offered the products with higher quality and minimum or
reasonable prices or cost.
The STP is the acronym of segmentation, targeting and positioning and Primark must
uses targeting strategies in which they target the certain age group as from where they generate
higher revenues. As to develop the effective relation with the customers Primark target the
particular age group of people who has under 35 as those peoples are very much conscious about
the recent trends
Primark has ranked much higher and it is just down to ASDA and covers the market
share of 13.5 %. Among all of their products women's clothing is widely popular and they have
the largest consumer as like 11.5 million customers in 2018.
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Illustration 1: Source(https://www.globaldata.com/ms-lose-decades-long-status-
number-one-clothing-retailer-primark/)

Theoretical aspect of promotional mix in an organisation.
There are different theory that provides the brief explanation about the different strategies
of promotional mix that has been used by the Primark. With the help of these theories Primark
could enhance their profit and productivity that impart effective and efficient outcomes within
the business (Glore, 2018). It context of Primark, they uses different theory to enhance their
effectiveness and some of the theories are as explained below as:
1.0 AIDA
1.1 Definition of model
It stand for the attention, interest, desire and action it is the model that is used by marketing
department to advertised the product and services of the Primark. Many of the customer knows
about the brand through advertisement thus AIDA models helps the company to prepare the
advertisement in an effective way that engages the customers. It is a principle that is found by
Elias st. Lewis in 1880s who is legend of American sales and advertisement. It is still the most
important part of advertising but not used as the exclusive marketing approach. This model has
been used by the company to motivate the customers to take a right decision and purchase the
clothes of the Primark.
(Source: The AIDA model, 2019)
1.2 HOW COMPANY APPLIES AIDA MODEL
Awareness: It relates to the factor by which company create or spread more awareness in
the market about the product and services that is offered by the Primark to their customers.
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