Primark Marketing Strategy

Technology is moving fast, and at Primark, we strive to achieve the connection of our stakeholders. Therefore, we have now introduced a fully functioning, easy to use online website, where buying our high quality garments has never been easier. This big step will help us achieve our long term goals and success, to maintain our position as the best affordable clothing retailer, now at a click of a button. Our love for our stakeholders has resulted in a step in the social media sector where we will be holding competitions, prizes and events to keep you interacted, and to keep Primark your favourite affordable retailer.

Primark Mind Map

Case Study Mind Map

Primark Creative Brief

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.

Marketing Logo

This is my Marketing Logo, Its a simple but really effective type design using Adobe Illustrator. Watts is my last name, but also Watts is a type of energy, so I think its a good name to give a business.

Primark Billboard/Bus Stop Advert

This is my first advert. It is a billboard/bus-stop advertisement. I got inspired by the idea of the Ugly Betty adverts which gave no information at all, apart from a picture of glasses, but attracted lots of people because they wanted to know more about it. I haven't gone completely away from the subject, Primark, because I have used the same Blue colour which many people know and used the same font in their logo. The #THEBLUEADVERT is a very good way of connecting with the audience using social Networking such as Twitter, Facebook and Instagram, as they can just type it in to a social network to find out more. This is a great way for the business to get well known.

Analysis of our Focus Group

In our focus group, we asked for responses on our product, whilst we where presenting. We gave out questionnaires to voice their opinion on the product.

The focus group liked:

• The idea and the concept of the product. They said there was nothing similar to the product and unique.
• The logo. They thought it was clean, professional and could be easy to remember.
• The idea of a pre-installed air. Thought it was an excellent idea.

The focus group questions / had the following question:

• How much would you be willing to pay for air? Most of the answers where around the region of £2000.
• Would you move into a house with air pre-installed? All of the answers where yes, as long as it didn't burn a hole in their pocket.
• What do you think of the air logo? Could it be improved? All of them said it was good, but could improve the 'r'.
• Do you like the concept behind air? How well have we executed the idea? All the answers where positive, except the price.
• How frequently would you use air? All the answers where either, exclusively or often. 

The focus group did not like:

• The price of the product. They thought it was a bit expensive.
• The 'r' on the air logo. They said it looked like an 's' and was hard to read.
• Thought it sounded complicated.

Recommendations:

• Thought we could add a baby monitor to keep an eye on the baby.
• Thought we could add a security element to make the house a safer home. e.g: adding alarms and security cameras.
• Thought we should up the price, because we have a niche market.