...Primark and Oxfam Marketing Purpose and Techniques Contents Introduction____________3 Oxfam________________4 Primark_______________7 Charts & Tables _______10 Appendix_____________12 Introduction This report is based on the marketing techniques/ skills of Primark and Oxfam based on their products/services. Before we can understand the effectiveness of the marketing techniques, we have investigated both companies and carried research by looking through different sources. Sources include; internet research, company website, advertisements which we evaluated on www.youtube.com for Oxfam. Additional sources include the BTEC Level 3 Business Book1, which was used to look up techniques such as; survival strategies and brand awareness. We have also used resources such as PowerPoint Presentations from The Times 100, Business Case Studies. In this report you will find some information on the company itself and how they market themselves which we have put into sections in a specific order to show how we came to the conclusion of how effective we think their marketing skills are. We have provided evidence of our research and transferred relevant data into charts. Oxfam Company Purpose: Oxfam is a voluntary charity organisation. Oxfam’s main objective is to reach out to poor countries and help civilians manage their own lives from the sources Oxfam provide. Oxfam market themselves through their website and television commercials. This...
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...heard of Associated British Foods, but nearly everyone has heard of Primark. The fast-growing discount fashion chain is owned by ABF, and after taking the UK by storm has its sights set on the rest of Europe. Primark – described by City analysts as ABF's "jewel in the crown" – has gone from strength to strength in the face of the decline of high street stalwarts and could be worth £19 billion, says investment bank UBS. How did the 'cheap and cheerful' retailer make it thus far from its humble Irish origins? When Primark opened at the Marble Arch end of London's Oxford Street in 2007, thousands of people queued outside the store and as soon as the doors opened there was a stampede and staff were injured. The retailer took no chances at the opening of a second 'posh Primark' shop at the other end of Oxford Street in 2012 – bosses cleverly decided to open an hour earlier than advertised to avoid a repeat of the near riot. They also tried to move the brand more upmarket – the four-storey flagship store has exposed brick walls and giant LED screens; 111 cash tills and 92 fitting rooms. The 268-store chain is taking its winning formula to continental Europe. It launched in Germany, Spain, Portugal, Belgium, Austria and the Netherlands in recent years and is now busy trying to sell its cut-price T-shirts and skinny jeans to the fashion-conscious French, after opening in Marseille in December. Origins Primark started out as Penneys in Ireland (where it still trades under that...
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...Penney’s/Primark "The mission of the Primark management and staff has been to supply quality clothing at prices perceived to offer real value." http://wiki.answers.com “Fair is important to us, a fair deal for all” “Primark is a subsidiary company within Associated British Foods (ABF), and as part of the ABF family we share its core values: taking care of our people, being good neighbours, and fostering ethical business relationships. http://www.primark.co.uk Penney’s, trading under the name Primark, is a retail-clothing store. The Company is a subsidiary of Associated British Foods (ABF) and controlled by the Weston Family, through Wittington Investments. Primark’s founder Arthur Ryan was born in Dublin and later immigrated to London beginning his career as a tie buyer and later a fashion wholesaler for Carr & McDonald. From there he returned to Ireland to work for Dunnes Stores and in the late 60’s Garfield Weston hired Arthur Ryan to open a discount clothing chain, with a start-up fund of £50,000. In 1969, the first Penney’s opened its doors on Mary’s street in Dublin. In 1970, four more stores were added in the Dublin area, one of the larger stores in Cork followed by 12 more by the end of the year including Northern Ireland. By 1973, the total in Ireland was 18. Due to this success, he began trading in Britain. In order to avoid confusion with an already existing store JC Penny’s he rebranded the stores to Primark. Within the next ten years, Primark had 44 stores...
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...Primark: An Overview Primark Stores Limited is an Irish clothing retailer. Its stores are located in various regions like United Kingdom, Ireland, and Spain. Within this area of responsibility, Primark stores outnumbered other clothing retailer business, with one hundred sixty one stores overall distributed in three major regions: one hundred twenty-five in the United Kingdom, thirty-four in Ireland and eight in Spain. The company positions itself as marketing fashionable at cutthroat prices. The original clothing store was established by Arthur Ryan and his collaborator Micaela Mitchell in Dublin Ireland in 1969. After various success in clothing business, great profits and gross income led them to open stores in local and regional areas. It acquired various premises in different business centres within its local and regional areas which eventually generate more profits and income. Primark is known for selling clothes at the budget end of the market. Its success is based on sourcing supply, making clothes with simple designs and fabrics and targets young, fashion-conscious individuals ages 35 below, offering them simple yet high quality clothes and apparels. Hence, these successes brought significant changes on Primark’s retail business. The relevance of global trends and consumers’ demands on lifestyle made Primark Store Limited reinvent its business scheme and management structure. Primark’s management and business...
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...As you can see this image totally explains the tragedy that occurred. After this happened the company was faced with a terrible reputation as people were able to see the working environment for workers outside of the EU was totally unsafe. The community was shattered after this event as 581 people had been killed so many families were left devastated. It would also mean many families would suffer as their income would become instantly scarce and more importantly this event would mean that so many children would become orphans. The media’s reaction blew up and this was scattered all around the globe damaging Primark’s valuable reputation by the minute. Eventually after some persuasion by petitions and government demands the company said they would compensate. ‘‘ The British retailer has agreed to pay $9m to the 581 workers, or their families, from New Wave Bottoms, Primark's supplier, which was based on the second floor of the building in Dhaka. A further $1m will go into a communal compensation pot to be shared among all the 3,600 workers who suffered when the eighth-floor Rana Plaza complex collapsed in April last year’’. This shows that company demonstrated that they took some social responsibility for the community that got terribly damaged, it also showed that the company wanted to improve their community and try and amend for what happened for the families. The company has also compensated by offering the community health care schemes that would include volunteers donating...
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...The latest results from Marks & Spencer and Primark paint a very different picture of the high street. While M&S’s like-for-like sales of general merchandise, which is primarily clothing, have fallen 1.5pc over the last six months, Primark has reported a 5pc increase in like-for-like sales and a 22pc uptick in total sales. Marc Bolland, the chief executive of M&S, says the 129-year-old retailer’s clothing business is on a “journey” after the leadership team and style was revamped. “The most important [factor] is to choose the right direction,” he said on Tuesday. The new-look M&S womenswear collection has won strong reviews from the fashion press. It shows the company has listened to criticism from customers by stepping up the quality and introducing sleeves to dresses, which was a particular sore point. Mr Bolland said there has been a “gradual improvement” in the performance of M&S’s clothing business. The company “sold through” 80pc of the clothing advertised in its high-profile 'Leading Ladies’ campaign within six weeks. However, if M&S is to put its clothing arm on a permanently firmer footing, it could still learn lessons from the extraordinary success of its upstart rival Primark. The discount retailer Primark only arrived in the UK in 1973, 89 years after M&S, but if present trends continue then it will have as many clothing customers as M&S within two years. The first lesson from Primark is that price really matters. This sounds obvious, but...
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...Resubmission – M1 Another issue with Primark was regarding child labour; Primark had been using child labour in Bangladesh and India. Primark clothes were being made in India and Bangladesh by factories using child labour. Hundreds of people had been protesting outside Primark’s Oxford Street store in London to claim that Primark has been using Child Labour. Primark sacked three of its clothing suppliers in India after being told that the programme has evidence of its suppliers subcontracted the work to the factories using child labour. George Weston who is a chief executive of Associated British Foods and which owns Primark said the company's Indian contractors were guilty of ‘wholesale deception’. According to my research children as young as 11 were working in a squalid conditions, sewing tiny beads and sequins onto cheap T-shirts and also Primark’ s fashion sweatshops pay them just 60p a day which is lower than a minimum wage. Primark was alerted to the use of child labour in southern India by a BBC Panorama investigation. A spokesman from Primark said that ‘Primark is an ethical organisation and take its responsibilities seriously’. So at this point, I would say that it can be improved if the British government introduce regulation to prevent using child labour. Primark is working overtime to gain back its reputation and try to avoid any illegal labour practices and poor working conditions in its supply chain. Another issue was that one of Primark’s UK suppliers was found...
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...Primark Primark is a retailer which specialise in selling clothing for women, men and children. The sort of products that they sell is accessories, footwear, lingerie, formal, casual wear and many other clothing products. As well as selling clothing products, Primark have recently sold many other products like cosmetics, home items and luggage. Primark are well known for selling cheap and affordable clothes. As well as selling them at a low price, Primark sell a wide range of clothes for all ages and all sizes. The first Primark store to open was on Mary Street, in Dublin however it was known as Penny’s. Then in 1973, there were approximately 18 stores in Ireland and they decided to trade in Great Britain, and since then they have been gradually expanding and growing and have opened stores worldwide. They currently have 189 stores, 38 of these stores are located in Ireland, 136 in the UK, 12 in Spain, 1 in the Netherlands, Germany and lastly in Portugal. Primark have two head offices, one is located in the UK and one is located in Ireland: Primark sell their own branded products as well as other brands like Atmosphere, Active, Opia and many other brands. Primark are a very popular business with many stores located all over the UK, and most of these stores can be found on the high street. They are currently employing 27,500 people. At Primark they do not advertise, apart from their website but they attract their customers by selling such a wide range of products at such...
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...1. Introduction Primark is an Irish clothing retailer, operating in Europe, in countries such as Germany, Spain, Ireland and United Kingdom. It is a subsidiary of Associated British Foods (ABF), a British multinational food processing and retailing company. Primark first open in Dublin 1969 under the name Penney’s, and have retained the name till this day in Ireland. Over the years Primark have expanded by buying out their competitors such as British Home Stores (BHS) and Clemens and August (C&A), they now have 257 stores across Europe (Primark, 2013). Primark sells clothes that are economical affordable. The company sources cheaply, using simple designs and fabrics in the most popular sizes and buys stock in bulk. Primark core competence is in their distribution change, the source all their products (Primark, 2013). Presently Primark Clothings are worn all over the world. However, Primark only has stores and outlets in Europe. This report proposes Primark entry into the Nigerian retail market using two P’s (Promotions and Product), the marketing mix, marketing planning, entry and analysis of the cultural factors that may affect the process. 2. Nigerian Retail Industry and Nigeria’s retail sector is undergoing change with international retail brands entering the country, new malls being constructed and the transformation of informal markets into more modern facilities. Shoprite a South African retailer and the biggest on the continent have been in operations in Nigeria...
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...campaigns .As to make my work more understandable I will use Primark and Marks and Spencer’s and a promotional campaign companies. Primark and Marks and Spencer’s Primark and Marks and spencer both sell clothes in there stores but Marks and Spencer’s sell food as well .They are both very successful companies in the United Kingdom. However, their aims and objectives vary although they are both profit making business Primark sets its price more reasonable to its local customers than Marks and Spencer’s. Study has even shown that more elderly people shop at Marks and Spencer’s than they will at Primark. Primark aims are to make people or should I say the public understand that, just because their products are cheap doesn’t mean that their quality is bad, to treat everyone equally and to be helpful towards customers and staff. While Marks and Spencer’s overall aim is to make money for its shareholders, and improve profit margins wherever possible. The 4 ps To further make their aim and objective a success which mainly is the profit making aim .Marks and Spencer and Primark have to run promotional campaigns. These campaigns are very important to a business because it helps the run because generate profit and customers. The companies both run these campaigns by the 4ps rule which is product, price, place and promotion .The product is the product that both companies will use for their campaign. For a very look time both Primark and Marks and Spencer’s have been advertising their dresses...
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...MARKETING MANAGEMENT Index 1. Executive Summary…………………………………………………..03 2. Outline of marketing plan………….…………………………………04 3. Critical evaluation of marketing environment………………………..05 4. Impact of new technology and new media…………………………...06 5. Contemporary issues of the firms reputation…………………………10 6. References……………………………………………………………12 EXECUTIVE SUMMARY This is the assignment based on the study of Primark marketing strategy and how they are reacting in the market. This strategy is good for the firm to read the mind of the customer and react according to it. They have to work hard in the market so that they are able to achieve the result whichever they want. They have to do market survey so that they are able to make changes which are good for the firm and give them required level of customers. Primark is performing well in the market and they are currently renovating their stores so that they are able to accommodate more customers. OUTLINE OF MARKETING PLAN FOR PRIMARK Ltd Marketing is important part of every business and firm has to adopt proper marketing strategy to be successful in the market. The firm has to research market and think which strategy they want to adopt according to market situation. The firm has to think and then go and use that marketing strategy in real world. Author takes well performing firm from the UK market called Primark. This firm is popular for cheap cloths in the market and specifically concentrate on the particular...
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...behaviour affects marketing activities in different buying situations. Consumer Behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Buying behaviour is the decision processes and acts of people involved in buying and using products: Need to understand: • why consumers make the purchases that they make? • what factors influence consumer purchases? • the changing factors in our society. All businesses and firms need to take all these factors in to provide growth and profit. without these business would not be able to break even let alone to make any money. Some of the factors to look at buyer behaviour is shown in this table below http://aashi1903.blogspot.co.uk/2014/07/the-buying-decision-process-five-stage.html https://www.google.co.uk/#q=consumer%20behaviour Primark uses a variety of buyer behaviour methods. one method they take is lifestyle. Primark has a variety of low cost sports clothes which would be valuable for sports people or people that go to the gym. another factor is in the social, roles and status. Primark sells menswear and women swear for consumers within the working world. for men they sell a mix of accessories, shoes, shirts ,suits. for women they sell suits, skirts ,jewellery ,trousers, shirts, bags. Primark needs to adapt all...
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...Marketing Limitations Explain how the following aspects affect organisations Limitations Describe how this affects businesses marketing activities Sale of Goods Act Under this they must be described as of satisfactory, quality and fit for purpose. This means that it is fit for everyday purpose and the purpose that it was sold for e.g. if you asked for a printer that was compatible with your computer. The product should also be sold as it is advertised. The right to have faulty good replaced or repaired. This affects Topshop marketing activities as it ensures that they only sell products that they advertise. The products they are selling should also fit the purpose that they are selling it for e.g. a pair of shoes that are wearable in rain/ snow, will not get ruined and then if this does not fit the purpose the customer can have the right to return the product. Low quality products- a lot of returns so they would want a clear returns policy that will stop confusion. Consumer Protection Unfair Trading 2008 The Regulations introduce a general duty not to trade unfairly and seek to ensure that traders act honestly and fairly towards their customers. They apply primarily to business to consumer practices (but elements of business to business practices are also covered where they affect, or are likely to affect, consumers).- http://www.oft.gov.uk/business-advice/treating-customers-fairly/protection#.UnpXwqGnwdU This stops Topshop when marketing from unfair...
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..."Experiential Marketing in Contemporary Retailing" Experiential Marketing is the process of identifying and satisfying customers’ needs and also the process of building relationships and push forward manufacturers and customers together for long term. It is a technique which always involves the focused audiences through two way interaction, Shaz Smilansky (2009). It`s a new system of promotion which includes cross media campaigns, huge campaigns, live item experience, and travelling display and function to advertise the item. Experiential marketing is the technique of promotion which is directly connected to consumers in mass and events which allows to allow further stage of feelings, gets to know much more personally, results better interaction and all at relatively small budget. Through these encounters of experiential marketing activities will makes a long term impression on audiences and also the way of getting more precise result. It is the ace in the hole of manufacturers and suppliers by offering focused clients a chance to communicate and gain knowledge about the items which allows to raise attention of the items, engage, create remembrances, improve commitment, makes item desire, change the mind of dissatisfied consumers, and allows in the improve return on promotion investment, studymode.com (2011). This hopefully results in a positive reaction of the item by the customer. It is about one on one interaction, unique method to link customers directly to the item, and...
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...Fashion sector of industry. Choose a case study from the lists alongside each company. By TopicBy EditionBy CompanyBy Industry The Times 100 fashion case studies asos.com Logo asos.com [+] The product life cycle and online fashion [+] Strategic growth in the fashion retail industry Ben Sherman Logo Ben Sherman — Using the marketing mix in the fashion industry This case study examines how Ben Sherman uses the marketing mix to help the business remain competitive and extend its market share and influence. — Edition 13 C&A Logo C&A [+] Creating value - brand management [+] Implementing Codes of Conduct Diesel Logo Diesel — Live, breathe and wear passion This case study looks at how Diesel promotes its products and the brand. — Edition 15 Dr Martens Logo Dr Martens [+] Building a fashionable brand image [+] Re-engineering a business process [+] Development of a brand through trade mark protection Levi's Logo Levi's — Reclaiming the identity of a brand This case study has shown how Levi’s has used effective brand management planning to reclaim the brand and to turn around the fortunes of the company. — Edition 6 Primark Logo Primark [+] Beyond corporate social responsibility [+] Engaging with stakeholders [+] Providing consumers with ethically sourced garments Tencel Logo Tencel — Developing a product This case study focuses upon the translation of an idea into a highly marketable product. — Edition 3 About the fashion industry The fashion industry...
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