Marketing Case Study Of Primark's Market

1944 Words4 Pages

Primark’s market Segmentation, targeting and positioning are the fundament of modern marketing (Proctor, 2002, p. 188, as cited in Harris and Schaefer, 2015). Segmentation is the process of identifying different macro-groups of customers (i.e. segments) based on their common characteristics. The process of choosing a target segment, on which to focus marketing activities on, is a process named targeting. (Harris and Schaefer, 2015). The case study gives some hints on Primark’s segmentation and targeting criteria, and the following graph analyses those based the assumption that segments are mainly defined by basic on personal characteristics (demographical, socio-economical, geographical, personality or lifestyle based) and "product-related …show more content…

For instance, Primark 's products offer customers clothing as a base product, of witch actual benefits are being to be cheap and trendy, and they may have some return policy as augmented benefit in case of defects. Each product may be realised following a new product development process to improve its success rate (Harris and Schaefer, 2015, p.43-47). Product as an element of the marketing mix is at the base of Primark 's marketing strategy, as it is meant to attract customers researching those very actual benefits which only Primark products should be able to provide. In this Primark also has to be careful, shall other companies adapt their products to provide similar benefits the targeted customers may chose other companies ' products, so benefits may also comport risks for Primark as those are not very specific. Place, intended as the firm 's distribution, and pricing are also important element of the marketing mix used by …show more content…

For example, it would include people with certain disabilities, who does not feel comfortable in shops, in the demand for Primark’s wares. (adapted from Sancino, 2015, p.53-55) The availability of the supply itself could impact the demand as well. Since Primark sells by volume and sells standardized models and uses people’s word of mouth as advertisement it is a vital feature that a model is sold in many locations, but how much Primark can supply will be dependent on extra factors as well. The following examples are related to supply factors which may in turn influence demand. • Taxation and tariffs: governments may apply different clothes taxations, making it more difficult to sell in certain location. This in turn will influence the price as a consequence, mining demand in some countries. • Legislation and regulation: Governments may prevent or allow the sale of Primark’s clothes based on product features, like provenance, materials, and so

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