The marketing strategies adopted by retailer to attract and influence customers of Primark in UK

Introduction: In the process of marketing strategy formulation, implementation and evaluation of the organization's marketing strategy. Indeed, in order to diversify marketing strategy to meet the needs of customers (Kerin et al, 2007). A positive way compared to its competitors activities only marketing strategy to create a marketing application for clients to create. Strategic Vision Based on the strategic level and the marketing of the instrument (4 Ps: price, place, product and promotion) is created. Primark includes the fundamental principles of respect for human rights and the establishment of guidelines for providers working conditions, employees and vice versa. The basic principle of the marketing strategy is to meet the strategic needs and the needs of existing and potential customers. This research proposal will outline the key aims with Primark objective, the strategic competitor and market analysis. Through primary research the target customer will be reviewed and analysed to ensure appropriate techniques are used.

Company Background: Primark was founded in June 1969 began under the name Penneys that extends to the whole of Ireland to open sixteen. Other offices With the success in Ireland Penney decided to spread across the UK have changed their name in British shops Primark. It currently has 223 stores in Ireland, the United Kingdom, Spain, Germany, Portugal, Netherlands and Belgium with 38 stores in Ireland. It is expected to open in the coming years, especially in Germany. New stores Primark now operates from 7.2 million square feet of retail selling space with a minimum area of 10,000 square meters and has 30 shops trading on more than 50,000 square meters of 8 is more than 70,000 square meters Primark prices lower commodity selling its own brand, good atmosphere, active, early days and Denim collaboration.

Justification of research: Currently, the UK economy is in bad shape to survive of the fittest in the economy. But some sectors are doing well in this situation.

Those clothes Primark value created a better situation on the streets of the economic conditions. The main objective is to try to study in a competitive market to determine the feasibility of marketing strategies Primark UK. The author is trying to figure out how Primark strategy is attractive to customers and influence to attract. The authors would also like to know how to evaluate the strategy Primark consumers. In times of economic life Primark Stores is successful. Research aim and objectives: The aim of the study was to learn about the viability of the economic climate Primark marketing in the United Kingdom and to examine influence customer strategy. The following objectives are used for: 1. To review the literature related on consumer behaviour, marketing strategy and strategy in competitive market 2. To study Primark's consumer marketing strategy in UK with value clothing industry 3. To identify the UK consumer's perception on Primark's strategy 4. To study whether Primark's strategy will be suitable if the economy change to the recover

Layout of the research The first chapter includes the introduction of the study and start with the background and rationale for the research organization of the organization. The objective of the research project is also described in the rationale for the study followed by the objectives and research goals. Should be the objective of the survey will be conducted through the various stages of the given structure at the end of this chapter.

Chapter 1

Chapter 2

In the second chapter aims to provide relevant theory developed by business development strategies illustrations of books, magazines and summaries of scientific journals considering the field of consumer research with the Introduction to the organization, the purpose and function, methods and strategies. It also analyzes the competitive market and the strategic marketing mix.

Chapter3

The third chapter will discuss the methodology widely adopted in full detail. This chapter covers the following topics. The research approach is a quantitative approach justified quality research report inductive-deductive selected by examining the rationale for the chosen research strategy, methods of data collection questionnaire to select the strategy, design considerations of sampling for the most is the most appropriate for this study, the ethical implications of research and credibility of the application.

Chapter 4

Most of the results and analysis in this chapter are based on data collected by users spread and the analysis of primary data collected by the author using Microsoft Excel. It is a simple and free tool to check the data. This chapter consists of these analyzes data processing and data, the results are in answering questions Primark average attractive strategy in the UK and consumers fashion products in the UK.

Chapter 5 .

In this chapter the author discuss the summary of the key findings based the chapter five. The tried to draw the conclusions of the research based on the literature review and related to the summing up of findings. Besides, limitations of this study, recommendation for this research and the scope for the future research also described here in this chapter.

Literature review: Marketing Strategy of Primark The business environment in the retail clothing moves quickly and notoriety that requires this process to manage. Marketing agency Strategic Retail Organization and Strategy cards can be achieved. Your goals and objectives long term management of strategic marketing, including strategic management principles applied in the marketing activities of the organization at the enterprise level. Marketing of inputs (eg, competitive analysis, market dynamics and work environment) are required for the formation of strategic Primark strategic marketing objectives and a well organized marketing strategy in place. Target Marketing Approach Strategic marketing is to achieve customer needs and gain a competitive advantage corporate power and maintain the occupation. Differentiation than competitors in today's dynamic environment, it is essential for companies related to the characteristics and quality of products to the needs of customers more closely. Are more concerned about market segments, companies are commercially attractive for certain products. This not only increases the possibilities, but also reduces the overall cost to society. This process is known as target marketing and must be controlled and effective for this purpose can be divided into three phases: Segmentation During the first phase of fragmentation, the total market is divided into distinct groups of buyers, who tend to respond positively to different products, services or marketing mix. As clothing chain Primark is characterized by prices, clothing and first leader in its product portfolio with fans shoes. The marketing department is evaluated on the basis of clothing and shoes. Although all the bases in the top of the games scores and important variables, but demographic fundamentals Primark simple

segmentation of the consumer, because it makes more sense. The main demographic variables Primark consumer markets listed in the table below. All

demographic factors identified by the percentage of the relative attractiveness of their goals according to their market share Primark. Targeting Primark focuses on strategies that the author decided to use different marketing strategies because they can be divided into different sections so that the best approach is to follow the another marketing. Many of the products and the consumer can identified several parts based on age, sex, lifestyle, income and social status, and we have a portfolio of products that can be put to many different parties. Positioning In the third phase of product positioning on all aspects of the marketing mix is designed to fit a specific place at a specific market segment. Example found that young stylish and modern, with a good selection of clothes and good reputation of the brand, the most important factor when choosing a target audience of the brand of choice new dimension chain Primark fashion.

Because Primark is set to view the signal level and quality of the clothing is more fashionable and stylish on the market again Primark is more emphasis on service and supermarkets, and when fashion boutique on budget, but they may want to keep the current status with relatively low price, good value for money. Product Marketing Approach The author has used Ansoff Matrix for Primark marketing strategy to determine the product to be determined. To the company's network the current product has lunched at the same time in diversified and new markets with existing and potential axes. Thus, it is opportunities and high risk is low and helps you think of the business with existing products or new market conditions, new or existing. Primark can maintain or increase the market share of existing products on the market with a combination of competitive pricing strategies, advertising, sales promotion. Primark is to provide a broad portfolio and container market dominance, competing to develop a more aggressive advertising campaign and operate. For example, active Primark brand, supported by a pricing strategy designed market incentives for

competitors Primark is a strategy used for promotions and loyalty to increase to increase to internal. Help existing customers one of the penetration strategy adopted Primark covers the ground and opened a new store in Stratford. Market development is a strategy for growth, which makes businesses selling existing products to new markets. There are several possible ways to approach, including the transition to new geographic markets, such as the export of the product to a new country, a new product features, new distribution channels, or different pricing for different customers or segments to attract this new market strategy. Primark offers online writers for high-tech start-site selling online. Product Portfolio Analysis Marketing refers to a set of hardware and marketing tools a business can use to reach to achieve the objectives. Marketing public Kotler (1996) says: "Marketing Mix is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others by obtaining the right combination for the product on the market. 4P are product, price and promotion. Primark must combine various elements of the marketing mix to reach markets and business objectives. Although the company has control over the elements of the marketing mix, it also requires business elements, where little or no control advantage. For organizations such as Primark, if necessary for the profitability of marketing can not only focus on the consumer, but also take into account the needs of the customer. Brand Strategy Successful marketing mix contributes to the good intentions of the product, so that must be the brand strategy. Primark makes it very attractive, interesting and unique among competitive offerings. It should also be reinforced consistently at all stages of the organization, senior customer service, business development and even business partners.

Primark respected for the quality of products and low prices. If you a brief overview of the business environment and other factors in this report Primark, if we realize that

consumer behaviour change and the business environment occur in detail. The concern is the growing popularity of suppliers in the price and costs. If it continues to rise sharply hurt profits currently enjoy. Notice factors and forces Primark and its impact on the organization, it is clear that Primark faces many challenges, and stood on the edge of the long-term survival. Strategic Marketing Environment Analysis Primark is a leading clothing retailer in the UK value. It is very important for an organization like Primark regular business environment to gain a competitive advantage in the marketplace. Discount Fabrics retail in the UK has many features, including stores clearance, heart cuts loom, planned to buy in large quantities, or private label brand, relationships with producers, to attract customers with a good image and service. There are three different analytical tools to organize environmental Porter five forces analysis of marketing, SWOT analysis and review pestle. Porters Five Forces Analysis Threat of new entrants is an important element in the market that also affects Primark, because there are few barriers to entry, including the low cost of entry, a large number of suppliers, a huge market in India and China, the largest area of growth in the market, economies of scale, cost of capital, access to distribution, government, free product, access to essential inputs. However, there will be new entrants to the industry to reduce maintain their market position. Their prices The industry has been rapidly growing markets, patents, confidential information and brand reputation is also considered as an obstacle for companies entering the industry.

Strategic locations of a company depends on the size of the offering is unique and cannot be replaced by anything else. Strong brand portfolio Primark that uniqueness. In some Primark clothes cheaper options products. Include But there is no substitute for the low price of the product Primark. Determinants include substitution threat of substitute relative prices, the tendency to replace copper.

A greater impact on Primark strategy and strategic vision based buyers clients / customers. Therefore, you should meet. The trends, needs and requirements of customers Clients of the game, the level of customer and trend, drawing, substitute the prize, the identity of the brand, the impact on the quality of services the buyer and some items incentives Primark faces significant challenges in the competitive market.

Suppliers can have a significant impact on Primark where large firms and less competitive markets for their products. Do Primark is facing a major challenge of the supplier, because it is a good and lasting relationship with suppliers is based on trust, but recently the three major suppliers who are involved in child labour and Primark cut ties with those which were once a major blow to Primark. Primark pay suppliers at competitive prices for their products, keep them Primark through another entrance and supplier of high volume to avoid additional costs. In addition to the five forces identified by Porter's analysis and there are other factors listed pestle Primark difficult task analysis in a competitive market, in the picture below:

Fig 1: Porters five force analysis

Primark strategic marketing analysis are using a range of analytical tools Primark global expansion and the global market, has adopted the "Think globally approach, act locally", said Armstrong, (2006). Growing worldwide but responding to the changing needs of the local market and fashion in the local culture Primark supports the overall role of the United Kingdom, focusing on the best of British fashion for

global customers and show how to build social cohesion and business ethics between customers and suppliers. Marketing Mix Information on the customer's environment is using an analysis of the MIS (Marketing Information System) MIS marketing decisions. This tool gives you an idea of marketing. The combination of the four elements of product, price and promotion site called marketing. When a consumer-centric marketing mix, we have expanded the physical evidence, people and process.

Product

This product is an important aspect of the business. It can be tangible or intangible. Continue to implement. For the business and operations of the organization Primark is the market name clothing and accessories. Primarks product is an unknown variable, but more often men and women in fashionable clothes at affordable prices. Reflect the business strategy sometimes feminine accessories Primark cheap. Price The price is the determining factor for the product. With all due respect, it is possible to product demand and increasing popularity. Among buyers sometimes it is very difficult to determine the selling price. The high price of the product can be sold for the purpose of victory. On the other hand,. The product price is a threat to corporate profits maintaining sustainable prices sometimes need a source of cheap product should be.

Promotion

By promoting Primark business more money than expected rise. They may be promotional products, sales promotion, direct marketing and media. For some countries, it is possible that some promotional products holidays like Christmas, Easter, etc. choose, your company banner reward you for business promotion. Primark is a step forward, but the lack of online access for people to divert attention from their campaigns. Place The place is a mandatory part of the organization for an advantageous position to decide where the customer wants to buy. Access is also possible. In this state, has an advantage over other high street store Primark. People can easily access the product space. Primark is a large building and design that attracts people to shop. Some centers allow the store where people can choose a variety of products. Competitor Analysis Like any other business, there are Primark also face stiff competition from George at ASDA, Tesco, Marks & Spencer, TK Max, Costco, Next, Zara, New Look, Matalan and Peacock. The analysis takes into account all the main contenders for strength of the company and the strong market Primark. Is it a good resistance and high profitability, but the relatively poor quality of management and the low quality of the state of the economy of art. Primark has given more attention to the marketing strategy. Marketing is a boundary between the market and the company also has information on current events and new markets are very important in the practice of strategic planning.

Compared to the competition many external forces and uncertainties that Primark be considered formulating marketing strategies. Currently Primark is a great competition with rivals such as the quality of the peacock, Matalan, etc. We offer free products and more at a very high level, threatening the position Primark. Most Primark customers switching to competitors because of the quality of products and good marketing strategies that Primark is lost. Marks and Spencer, Primark is the biggest rival marketing strategy across a strong portfolio of brands. Banner almost all available media, while Primark not even use a single advertising medium. Marks and

Spencer customers frequent promotions, loyalty cards and offers online portfolios for sale, as well as catalog sales of one of the marketing strategies. Impact of Marketing Strategies on Financial Statistics Primark economic analysis shows the effect of marketing strategies in a way that is more convenient. They have been in use for many years and now is to buy Littlewoods stores, many converted to Primark top and the rest sold for a tidy sum for other retailers. This is a good initiative that would extend the chain realm to achieve in the UK more customers. Primark has aggressive expansion plans in the UK and continental Europe. Plans to open in the Netherlands and Germany next year and launch in Portugal. The Independent has learned that he wanted to open a second store in Oxford Street for commercial seed. Primark flagship takes an average of more than 2.5 million books for sale. Marks & Spencer Rival has two shops in Oxford Street, while the next three. Net capital investment of them is to spend alone with the acquisition of new stores and the renovation of the past three years. This suggests that Primark in 2007, 5.4 million square feet of retail space to 5.9 million square meters by the end of 2011 was 6.5 million square meters, with a total of 204 stores. But is made in Spain during the year 2012 due to high cotton prices and rising transportation costs and VAT in the UK from January 2012, it is expected that the development will be eroded. Primark can continue to dominate the market through a strategy of price leadership and marketing objectives and strategies to maintain long term. The relation of Primark marketing strategy and consumer behaviour
Peter and Olson (1993, p.87) stated that a marketing strategy to increase the likelihood or frequency of the behavior of consumers who frequently visit the stores or buy a particular product." All strategies and marketing tactics based on the explicit or implicit belief in consumer behavior. Therefore, to create a unique marketing strategy of the organization must be linked to the theory of consumer behavior with the specific needs of consumers (Hawkins, Best and Coney, 1998 page 174) . Primark store began to buy even home improvement in the UK. The key in all this is supposed to be in the right marketing strategies. What strategies and tactics based on the implicit or explicit belief in consumer behavior. Therefore, to create a unique marketing

strategy retail chain Primark has produced the theory of consumer behavior with the specific needs of their customers and the factors that influence consumer behavior.

Research methodology:
Of concept study method is to provide information and knowledge to identify research questions equilibrium (Strauss, 2007). Fill in the inquiry report and the techniques and tools used by the author of the collection and analysis of statistical data. To explain the reason for choosing this approach because the authors to another theory suggests that the facts and not based on a scientific assessment.

Philosophy of research: In philosophy, survey research is under the theoretical perspective of positivism. Positivist research is grounded in the assumption that features of the social environment constitute and independent reality and relatively constant across time and settings(Strauss, 2007). Positivist researchers develop knowledge by collecting numerical data on observable behaviours of samples and then subjecting these data to numerical analysis.

Research approach: Deductive

In the inductive approach to market research began the study of the theories developed in collaboration with the interest (Corbin, 2007). This approach allows the authors believe that research and developed the concept of the expansion or addition of statistical research base.

Research Method: Quantitative research method is about asking people for their opinions in a structured way that enables measurement usually statistically to represent findings (Corbin, 2007). The author will be used the most common quantitative method of surveys questionnaires with close ended questions to tackle the research objective ( Kim, 2006). Collection of secondary data:

In secondary research, the company uses information from other sources has been studied by others. Collection of secondary data collected from the following topics:

 Websites Magazines News/Newspapers Textbooks Journals - specialist magazines Other companies financial reports Primary research method for data collection:

Primary research is information that the author has collected himself. It can be in many different forms including: surveys, interviews, focus groups and observations (Grellier&Goerke, 2010).But the researcher has chosen only in this research quantitative research method specially carries survey questionnaire with close ended questions distributed to participants of target population of staff of pizza hut and later will be use SPSS analysis for survey validation.

Sampling: Convenience will be chosen procedure for undertaking quantitative research facilitated through the questionnaire. As established that the author will be wished to achieve a sample size of approximately 100 people because of its generalisation, and due to its ease of operation it would be the method that would enable us to conduct the questionnaires most efficiently. Ethics of Primary research: Ethical issues normally arise when humans are the centre of a research in question. At times it also brings in legal issues as well as political and social issues. The main concern of research ethics is to exclusively analyse issues of ethics raised in research involving human participants (Crandall and Biernat 2007). Three objectives exist when such analysis will be undertaken: 1) Protection of the employee participants. 2) The interest of the people must be served by any research that is conducted and

3) Examination of the activities of the research whether they attain the ethical soundness for instance risk management, fortification of secrecy as well the process of conversant consent. Justification of Primary data After much comparison and evaluation of the primary means of data collection, the author decided to investigate the pros. With this research, the author has the ability to investigate. Data storing and analysis:
In carrying out the study authors is using SPSS validation data using open standards technology. Based Therefore the author based on research prepared to work with the software tool. SPSS can also technical experts and research is available to suit their needs, specific needs of the solution.

Conclusion:
Primark offers a wide range of products to our valued customers. It is a very broad portfolio of brands and products to meet. Market needs and changing demands But the business environment is changing how Primark in today's world and faces many challenges. With the increased level of competition, the safest traditional organizations such as Primark pressure to stay in the game. In retail technology requires a new form changes booming with the increasing number of competitors are an excellent service. For example, retail clothing such as Primark transition from traditional courses in response to increased competition. Another important reason is the change that customers develop their flavor quickly and becomes more intense with time. , Changes in the internal and external factors, such as competitive factors in the market globalization, demographic and social strength, moral strength, technological change, economic and political factors and other important causes of different types of policy changes, structural changes, cultural changes, system changes, process changes within the organization.