Primark

Look Good pay less

 ABF group
• Primark is a subsidiary of ABF (associated
British foods)
• Strong parent group.
• Primark’s share in the group
• Primark had an exceptional year.
• Revenue increased by 18%, with
• like-for-like sales growth of 6%,
• and profit was 35% ahead.
• Current status
• Marketing Objectives
• Marketing strategy
 Marketing strategy
• High variety (u will find all the popular stuff from the branded stores like next , m&s , or u can find jewellary as
that of accesorize and other stores)

• Latest trends (the najor client base of primark is people who are under 35, or can be categorized as young
people, so the company introduces the latest desgins and fashions available in the market..?)

• Local (primark also has the trend of varieties according to areas depending on the customers, e.g in birmingham or leicester
u will find more indian, and Pakistani style dresses as there are hundreds of thousands of customers from those sommunities, but in
milton keynes most of the dresses will be according to the needs of local community as the majority of population in that area is of native
speakers)

• Destroyer prices
(http://www.ebitnow.com/files/tesco_vs_primark.ppt#259,4,STRUCTURE IS IMPORTANT USE THE
ASSIGNMENT SHEET AND HAVE A BOLD HEADING FOR EACH BULLET POINT)
• (the key marketing startegy of primark is their killing prices, the have trendy clothes in that price in which no other
company can even imagine of selling it. E.g: a pair of shoes which is available in Marks & spencer at £60, the and
the price of that product in next will be 35£ , but u will be amazed to see that primark will be selling the sme pair
of shoes in £8)
 Why choose Pakistan
• High population & growth rate
• 70% young population in the world
• Increasing trend of western culture
• Huge market of Cheap products
• Potential market for raw material
• Increasing trend of shopping under one
shed
• total: 21.2 years
• male: 21.2 years
• female: 21.2 years (2010 est) median age
 Market entering strategy
• 2 options
• Foreign direct investment (self investment)
• Joint venture
• Partnership