PRIMARK - CLIENT BRIEF
DENıZ KURUGOLLU SUNDEEP RAı VLADıMıR GEORGıEV SONALI ATHWAL SHUXıAN PAN LıYUAN XU
Agenda I. THE COMPANY II. MARKETING MIX III. SWOT IV. BRAND ANALYSIS
V. CONSUMER ANALYSIS VI. MARKETING OBJECTIVES
VII.BUDGET & TIMING
THE COMPANY Launched first in Dublin in 1969 as Penneys It migrated (as Primark) to the UK in 1973 It is owned by Associated British Foods in 1990
Cost leader Expanding into Europe Flagship store in Oxford street 2009 – Turnover: £ 2.7 billion – an increase of 18% 2009 – Profit: £ 341 million – an increase of 26%
MISSION STATEMENT
We aim to make our employees, suppliers and local and wider communities part of our success by working with them in every way we can. • employees have equal opportunities based on merit • suppliers are treated fairly
• local communities are respected and supported by Primark • the company takes its environmental responsibilities
seriously
MARKETING MIX Product
Accessories, Hosiery, Lingerie and underwear, Kids' wear , Menswear, Footwear, Women's wear, Household, Christmas, Sportswear
Price Lowest prices Primark overtakes ASDA as biggest low-price clothing retailer Place By December, 2010, Primark has total 215 stores in Europe, and 150 stores located in the UK.
Promotion In bus side, Radio , Word-of-Mouth, In store Sales, Fashion pages
INTERNAL ANALYSIS
EXTERNAL ANALYSIS
BRAND ATTITUDE
PERCEPTUAL MAP
BRAND IMAGE
Source: Mintel (2009) „Clothing Retailing – UK‟
TARGET AUDIENCE “Look good, pay less” Under 35 16-24 Broad socio-economic appeal Wide geographic coverage
Mintel (2009) ‘Value clothing retailing – UK
’
CONSUMER PROFILES
MARKETING OBJECTIVES - 1 Sustainable Apparel Coalition 40 companies till June,2011 (Nike, Gap Inc, H&M, Levi Strauss, Marks & Spencer) Shared vision of sustainability, multi-stakeholder engagement
Adapted from: Apparel Coalition (2011)
MARKETING OBJECTIVES - 2 Ethics Created the ethical trading director and doubled the size of its in-house ethical trade team around the world 95% of the factories shared by other high street brands (ABF,2010)
Aim of the campaign Consumer should trust the brand and enjoy the cheap prices
BUDGETING & TIMING Percentage of revenue (£2.300) M&S – 1.5% ; H&M – 4%
Timing
Source: Popsop (2011)
Q&A
REFERENCES - 1
Moriatry, S., Mitchell, N., Wells, W. (2009) Advertising: principles and practice. 8th ed. New Jersey: Pearson Prentice Hall. Yeshin, T. (2006) Advertising. London: Thomson Learning. Fill, C. (2009) Marketing Communications: interactivity, communities and content. 5th ed. Essex: Pearson Education Limited. Keynote (2010) „Own brands market report‟. (Online). Available at: http://www.keynote.co.uk/marketintelligence/view/product/10375/own-brands/chapter/6/competitor-analysis?highlight=primark [Accessed 10th March 2011] Keynote (2009) „Discount retailing market report‟ (Online). Available at: http://www.keynote.co.uk/marketintelligence/view/product/10334/discount-retailing/chapter/11/forecasts?highlight=primark [Accessed 13th March 2011] Keynote (2009) Clothing Retail Market Report Plus. [Online]. Available at: http://www.keynote.co.uk/marketintelligence/view/product/10322/clothing-retailing?utm_source=kn.reports.browse [Accessed 9th March 2011] Mintel (2009) „Value clothing retailing – UK‟. (Online). Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=501253 [Accessed 17th March 2011] Mintel (2010) „Clothing retailing – UK‟. (Online). Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=479925 [Accessed 17th March 2011] © Primark Stores Limited (2011) „About us‟. Available at: http://www.primark.co.uk/aboutus [Accessed 30th March 2011] Associated British Food (2010) „Annual report‟. Available at: http://www.abf.co.uk/results.aspx [Accessed 30th March 2011] Clark, N (2010) „Brand or Bland?‟. Available at: http://www.marketingmagazine.co.uk/news/1042346/Brandbland/?DCMP=ILC-SEARCH [Accessed 28th March 2011] Edwards, H. (2010) „The supply chain reaction‟. Available at: http://www.marketingmagazine.co.uk/news/1003783/HelenEdwards-Branding-supply-chain-reaction/?DCMP=ILC-SEARCH [Accessed 26th March 2011] Bainbridge, J. (2010) „Sector insight: Value clothing retailers‟. Available at: http://www.marketingmagazine.co.uk/news/950571/Primark-profits-despite-downturn/?DCMP=ILC-SEARCH [Accessed 29th March 2011]
REFERENCES - 2
Charles, B. (2009) „Primark profits up despite downturn‟. Available at: http://www.brandrepublic.com/news/1060717/shoppersthwarted-retail-websites-keen-price-checking-in-store/ [Accessed 28th March 2011] Butler, S. (2010) „Primark 'ramps up' ethical efforts after exposé on working practices„ . Available at: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/7037887/Primark-ramps-up-ethical-efforts-after-exposeon-working-practices.html [Accessed 25th March 2011] Hickman, M. (2005) „Primark is named as least ethical clothes shop„. Available at: http://www.independent.co.uk/news/uk/thisbritain/primark-is-named-as-least-ethical-clothes-shop-518600.html [Accessed 26th March 2011] Anonymous (2008) „Pry-mark or Pree-mark? Who cares? ... I love it‟ Available at: http://www.ciao.co.uk/Primark_Shop__Review_5804432 Accessed 18th March 2011] Anonymous (2011) „At third world labour prices on a high street near you!„. Available at: http://www.ciao.co.uk/Primark_Shop__Review_5953278 [Accessed 22nd March 2011] Anonymous (2006) „Cheap chic, but at a price...‟ Available at: http://www.ciao.co.uk/Primark_Shop__Review_5563694 [Accessed 18th March 2011] Popsop (2011) „The sustainable apparel coalition‟. Available at: http://popsop.com/43659 [Accessed 30th 2011] Apparel Coalition (2011) „Sustainable Apparel Coalition‟. Available at: http://www.apparelcoalition.org/index-structure [Accessed 30th 2011] Hawkes, S. (2008) „Shoppers vote Primark the least ethical clothing retailer„. Available at: http://business.timesonline.co.uk/tol/business/industry_sectors/retailing/article5034065.ece [Accessed 28th March 2011] Cohn, T. (2010) „Below the line spending on the social media marketing to increase‟. Available at: http://timothycohn.com/2010/03/02/below-the-line-spending-on-social-media-marketing-to-increase/ [Accessed 29th March 2011] © Marketing Minefield (2007) „The Cost of PR Activities and Hiring a PR Agency‟. Available at: http://www.marketingminefield.co.uk/public-relations/cost-of-hiring-pr-agency.html [Accessed 29th March 2011]