Marketing Strategy: Primark's STP and Marketing Mix Presentation

This presentation provides a comprehensive analysis of Primark's marketing strategy, focusing on its Segmentation, Targeting, and Positioning (STP) and the elements of its marketing mix. The presentation begins with an introduction, followed by an overview of Primark's business model. It then delves into the STP model, examining how Primark segments its market, targets specific consumer groups, and positions its brand. The marketing mix section explores Primark's product range, pricing strategy, distribution channels, promotional activities, and the role of its employees. The presentation also discusses the physical evidence of Primark's brand. The conclusion summarizes the key findings and offers recommendations for Primark's future marketing endeavors. The presentation is supported by references to relevant academic sources and online resources.

INDIVIDUAL PRESENTATION
WITH NOTES
STP and Marketing Mix
Company: Primark Retail Company

Table of content
◦ Introduction
◦ STP of Primark
◦ Marketing Mix of Primark
◦ Conclusion
◦ references

Introduction
◦ Concept & Definition – Marketing Strategy.
◦ Company overview – Primark Retails.

Segmentation, targeting and positioning
(PRIMARK)
STP of PRIMARK
Segmentation
Basis of its products –
homeware, cloting,
cosmetics, etc.
Targeting
Basis of income
levels, fashion savvy,
tech savvy, etc.
Positioning
Basis of Boston, GE
and Ansoffs Matrix.

Marketing Mix (PRIMARK)
Product
• Product range -
footwear, beauty &
grooming,
homeware, clothing
line and brand
assets.
Price
• Pricing strategy -
‘Economic Pricing
Strategy’.
• Low cost products
due to economies of
scale.
Promotion
• Mainly ‘word of
mouth’ marketing.
Place
• Target age group is
between 16-30
years.
• Stores along with
strong distribution
channel.

Marketing Mix (PRIMARK) (contd.)
People
• Over 78000 employees.
• Targets teens aged
between 16-30 years.
Process
• Strong distribution
channel to ensure timely
delivery.
• In-store management at
peak hours to be
improved.
Physical Evidence
• Stores.
• Low level pricing leads to
costlier shipping cost.

Conclusion & Recommendation
◦ Marketing is very crucial part of any business.
◦ Primark is based mainly on its low priced products.
◦ Primark shall collaborate with various celebrities for its promotion.
◦ It shall collect data for efficient and effective strategies and policies.

References
Books and Journals:
◦ Morgan and et.al., 2019. Research in marketing strategy. Journal of the Academy of Marketing Science,
47(1). pp.4-29.
◦ Huang, M. H. and Rust, R. T., 2021. A strategic framework for artificial intelligence in marketing.
Journal of the Academy of Marketing Science, 49(1), pp.30-50.
◦ Lim, W. M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing, 29(5). pp.453-469.
◦ Liu, J., and et.al., 2019. Market segmentation: A multiple criteria approach combining preference
analysis and segmentation decision. Omega, 83. pp.1-13.
Online:
The Segmentation, Targeting and Positioning (STP) Marketing Model. 2022. [Online]. Available through: <
https://www.mindtools.com/pages/article/stp-model.htm>

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