In today’s day and age with modern technology improving every year it is important for companies to keep up with these changes. With the growth of the Internet and devises that support it, online shopping is becoming more and more popular. Primark, once a thriving retail store with little competitors, is seeing its sales decrease. A major contributor to these drops is the company’s absence in the online market.
Almost all high street stores are now selling online. A survey showed that 1 in 10 of every purchase took place online in January 2014. The Christmas before this saw online sales triple high street sales. Many companies have seen this opportunity bringing them extreme success.
Primark, already a very successful store with its cheaper range of clothing, would see a boom in sales when making online shopping available. A study shown that 30-40 year olds are the type of people that are shopping online the most. This can be assumed that the people younger and older than this age range are shopping in shops. It has been proven that time an average person makes the most money is also this age. Therefore it can be assumed that bringing online shopping to Primark will make shopping there available for the members of the public who are more likely to spend more.
Recently about to introduce a new online website that allows customers to browse through and purchase the many items that Primark have to offer, the company now need a way to promote this to the public.
Product Profile:
“Stylish, affordable clothing at your finger tips’’
“Prices that suit you as well as our clothes do”
Target market for campaign:
Although a recent study has shown that women aged 30-40 are the people that shop online the most, we believe that Primark’s new online shopping experience will appeal most to younger women aged 14-20 year olds. It is common for a store with as many products at Primark not to put everything online, just what is most popular. Therefore we will be making the majority of the products on the website aimed at women this age range.
Creative requirements:
The success of TV advertising is higher than any other type of advertising. Many companies pay a lot of money to see their product or service on television, especially in between very popular programmes. It is because of this that advertising Primark’s new online shopping website will see a lot of visitors after advertising on television.
Budget:
£500,000 to advertise on TV in order to welcome a number of different groups of people. This large amount of money will also be needed to build on the very little advertising that Primark already does.
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