Marketing Plan

Primark has been a big and very successful clothing retailer since they started in 1969 in Dublin. Since then, they now have opened 268 stores worldwide, earning over 4 million pounds a year. However since the World Wide Web (WWW) started in 1991, Primark are still yet to introduce an online shopping experience for customers to buy their garments.

My business plan features marketing ideas on how to make Primark a better and easier place to shop that will boost up their sales. So I have created a Primark website, which includes an online shop. The website is easy to use, easy on the eye and easy to purchase from. This website will cost money to design and to go viral but will boost up their sales and increase their revenue per annum. As Primark also do not have a marketing campaign, I have also introduced a new set of print marketing which will keep the market interacted in my campaign. The print marketing will all have synergy, so that they will flow with each other and so that when customers see one of the prints, they will know the brand from a different print. Social Media will also be introduced, as I will be holding competitions, to be the new face of Primark and so on.

Primark is a massive business, so people would expect it to have an online shop. Other big retailers like Primark has online shops, and for them, online shopping has increased their sales. Even though Primark change their products every week, they could still open an online shop for seasonal clothing.

More and more people are looking to purchase items online. Maybe because they have busy lifestyles, that don't have time to go out shopping or that they are physically not able to go out. But online shopping is getting more popular.

That brings me onto my target market. Before Primarks target market was for middle class people, aged from 16-30, but now since I've introduced my new website and marketing campaign, I believe that people aged from 16-60+ will purchase items online. I have said 60+ because their are thing to buy grandchildren and also, they will find it easier shopping online rather than going into the shop.

The budget I would need would result in where, when and how long i will need. To advertise Primark in a magazine such as OK, a full page spread would cost from £10,000. To have a TV advertisement on ITV when Coronation Street is on, would cost £14,000 in London. To advertise on a billboard in the streets of London, it would cost £7,000 per month. And a bus stop advert, for £3,000 per month.

So what I would want Primark to have is 1 full page spread in OK magazine, this means it would be seen for a month, This would cost £10,000. Also I want a billboard for every season of the year, to advertise their new range, so this would cost £28,000. Also I would want a bus stop advertisement again for every season of the year, this would cost £12,000. Altogether, Primarks advertising, that year would cost £50,000.

Also to make a website for a company like Primark would cost around £40,000, and around £20 per month to keep the domain name.

So my budget for Primark would be £90,240