PRIMARKTHE PRICELESS

EXPERIENCE

Primark is a subsidiary company of the ABF (Associated British Foods) Group. The company launched in 1969 in Ireland trading as Penny's. By 2000, there were over 100 Primark stores across Britain and Ireland. By 2012 Primark had 238 branches across the UK, Ireland and Europe.

Primark offers innovative, fashionable clothes at value-for-money prices.

THE COMPANY

• offers a diverse range of products, stocking everything from baby and kids, to womens, mens, home ware, accessories, beauty products and confectionery.

• is widely established as the destination store for keeping up with the latest looks without breaking the bank

ADORED BY VALUE SEEKERS

LET THE CUSTOMER DO THE TALKING:Unlike other brands, they don't spend money on flashy advertising.

The low-cost clothing brand has entered the top five of the 100 UK retailers on social media for the first time.

IN FACT

1. Facebook exclusive conversations2. Agile product marketing3. Go off topic4. Start a conversation

Primark uses the functionality of Facebook to provide added value for its followers, with the promise of highlighting their work

Primark’s effectiveness when it comes to product marketing is two-fold. It doesn’t do it too often throughout the day, so as not to bombard the follower with advertising and it also includes the price, which many brands don’t do.

HUGE VOLUMES , LOW MARKS-UP:They place orders for their most popular products far in advanced, helping the suppliers to offer the best price possible

THEY DESIGN AND MAKE THEIR CLOTHES EFFICIENTLYOur suppliers use streamlined production methods and a skilled workforce to make clothing for us in the most effective way possible helping to keep costs low.

https://youtu.be/3cwGKU3eqLc

THE QUESTION IS: WHO IS THEIR TARGET CONSUMER?

There is no segment of society (whether cut by age, life-stage, income, sex, ethnicity, geography, or any other variable you care to consider) that does not shop at Primark. It has been observed that many people in so called ‘agency life’ may profess ignorance or disgust at the mention of Primark, but that only goes to show one of two things: either that they are liars or that they are out of touch with how the majority of real people actually shop.

Primark states that its target audience are the “young, fashion-conscious under 35s”, only 5 minutes in any of its stores will reveal to you how this narrow definition barely corresponds to the reality of the profile of people who shop there. For every under-35 there is an over-75; every 40-something mum is matched by an equivalent number of teenage girls; for every 20-something dad, there is a 60-something grandparent; and so on and so forth.

Most Europeans have similar taste of fashion and Primark is segmenting on this market of similar taste of fashions. Primark would never sell in countries where there is completely different taste of Fashion

• Psychographic segmentation: For this aspect Primark segments on the lower class, Upper lower, Middle class, but not on the upper class. However since everyone in the upper class have suffered with the current recession, Primark have been in position to attract some of the upper class.

• Behavioral segmentation: Primark is offering cheap quality product it attracts both regular and occasion customers and also attract first time buyers and irregular buyers. Also since the majority of population are lower and middle class consumers that means it attracts heavy users of the product.

SEGMENTATION