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The Marketing Mix Of Primark

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Marketing is another important element Primark uses in order to grow within the retail market. The purpose of marketing is to identify and meet the customer’s needs. Primark can identify their customers’ needs through market research whilst achieving them though the marketing mix (Coupland-Smith and Mencattelli, 2011:98). Primark uses the combination of the 4P’s in the marketing mix, in order for them to reach their objectives. These key elements include product, price, promotion and place.
One of the first 4ps that Primark uses and involves itself in is Product. Product is the goods that Primark provides which are clothes, shoes, jewellery and home ware. Primark aims to make their products different by distinguishing it through product differentiation. Primark’s products are branded as “Atmosphere” this unique selling point (USP) will distinguish there product from those of its competitors. This is beneficial as it implies that Primark can have a higher brand loyalty and recognition in which would give them the ability to charge a higher price in recognition of the unique feature. In addition, it can create a barrier to entry making it difficult for new business to compete.
Price is another component within the marketing mix; this defines the amount of money that is paid for a good by the customer. Primark follows a pricing strategy in order to meet marketing objectives. They follow a price tactic called price skimming. Therefore they will set a high initial price for a

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