Primark Strategic Marketing Audit - 5274 Words

Primark Strategic Marketing Audit ARTD3039-26820 25613537 Image One Primark Facebook Image Two Primark Facebook ontents 1. Executive Summary 2. Brand Introduction 3. Brand Onion 4-5. The Consumer 6-7. Internal Analysis 8. Promotional Strategy 9. Price Strategy 10. Product Price Hierarchy 11. Product Strategy Appendix 12. Distribution strategy 24. Brand Identity Prism 14. The Competition 15. Brand Positioning Map 16-17. HM 18-19. Financial Analysis 25. Rogers Theory of Innovation 26. Consumer Segmentation Table 27. Ansoff’s Matrix Theory 28. HM SWOT Analysis 29. Like for Like Comparison 20-21. External Analysis 30. PESTLE Analysis 22-23. Objectives 31-32. Bibliography This marketing audit will critically analyse the†¦show more content†¦Consumer A ‘60% of Primark sales revenue comes from outside the UK. Most of Primark customers are from Europe and the Arab Nation, with a marginal amount coming from the B.R.I.C Nation,’ BBC. The predominantly female consumer base craves economical, accessible fashion. They conventionally shop in bulk a few times a month or a few times a week for selective products. (For Roger’s Theory of Adoption see Appendix Two) Three consumer types have been identified within Primark. Consumer B Consumer C †¢16-23 †¢24-35 †¢35+ †¢In current education of college, A-Levels or Undergraduate degree †¢Working professionals and potentially parents †¢Mainly parents and parttime workers †¢Purchase less frequently but more in transaction †¢Mid-low income who want value for money †¢Early adopters of trends †¢Tend to buy in bulk and matching outfits †¢Very digitally savvy with the latest technology †¢Has few financial outgoings- When they have money these consumers are less thoughtful about the price †¢Living in busy towns or cities †¢Large demand for innovation and fast fashion -4- †¢Mid-High income †¢Purchase for practicality and long durability †¢Will shop in many departments within the brand †¢Less conscious about up to date fashionability †¢Early/Late Majority †¢Childrenswear appeals mostly †¢Not conscious about fashionability, more about durability †¢Not digitally aware, but want quick and easy access †¢Late majority/Laggards Consumer A is the prime segment that Primark target.Show MoreRelatedPrimark Case Study4613 Words   |  19 PagesFEBRUARY 2009 MBA Semester 1 Technology and Management in the Information Age PRIMARK [pic] LIST OF GROUP MEMBERS |Surname |First Name |Student ID Number | | | | | | | | Read MoreManual Of HND Marketing Planning Fina14769 Words   |  60 PagesHND Business- Unit Manual- Unit 14- Working with and Leading People UNIT MANUAL (STUDY GUIDE) Marketing Planning Unit 19 HND BUSINESS N E NELSON COLLEGE LONDON L S O N C O L L E G E Copy right Author Editor Version Nelson College London Alfred Mbeteh Nazim Uddin V1-August 2013 HND Business- Unit Manual- Unit 14- Working with and Leading People TABLE OF CONTENT Table of content ...........................................................................................................Read MoreExplain the ethical issues a business needs to consider in its operational activities3515 Words   |  15 Pagesbusiness and how its activities affect all of its stakeholders. 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