Primark Strategic Marketing Audit

5274 Words22 Pages
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. H&M 18-19. Financial Analysis 25. Rogers Theory of Innovation 26. Consumer Segmentation Table 27. Ansoff’s Matrix Theory 28. H&M 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.

More about Primark Strategic Marketing Audit

Open Document