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How to improve communication strategy ?

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by

Maelle Russell

on 5 November 2013

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Transcript of How to improve communication strategy ?

Communication Strategy Analysis
I-Focus on Primark:

a. Generalities about Primark
Mission/Vision/Corporate Values
Primark today
b.Segmentations
c. Targets
d. Competitors Analysis
Porter Analysis
e. Positioning
f. SWOT

I- Generalities about Primark
Low Budget Households,Families and "working mums'
Positionning
Customer's expectations
Brand attributes

Competitor's positioning



Primark practices a low margin rate, roughly 30% less than H&M and Zara


Primark gambles on fast fashion strategy inducing, therefore a high reactivity.


5 000m2 of Sales Area (average), located on Key strategic places in order to create a "need to buy".


Teenagers, Women and low-income household in the same way



Strong Ethical and sustainable policy

No e-shop platform yet
Lack of digital communication
Suffers from a low-quality product image


Increasing Number of competitors on the same segment
Negative reports concerning it's business operations and production proccesses
Poor working conditions and disvaluing workers rights

Anaïs MAGADDINO
Tiphaine de FLEURIAN
Mara VINNAHARI
Maëlle PUSTOC'H
STRENGHTS
1969

First store
in Dublin

1971

13 more store around
Ireland

1973
Start trading in
Great-Britain
2006




Entering Spain market

2008-2010
Netherlands, Portugal, Germany and Belgium

Revenue: £ 2,730 millions

Main market is United Kingdom tailed with Ireland , Germany and Spain.

Employees : 22.000

258 Stores across Europe

Future Plans : Expansion to French market with strategic sites in Paris (2014)

Positioning

Communication
Analysis

MISSIONS
“ To supply quality and affordable
product to the customers with a focus
on new promotion ”
Visions
To provide good and quality product at low prices compare to the other retailers on the same segment.

Keep and sustain competitive advantage

Promote the culture of “value for money”.
Values
To offer the best value for money while improving range of product continuously

Ethical approaches to employment and trading

Environment, health and safety
Revenue : £ 2,730 millions

Main market is United Kingdom tailed with Ireland , Germany and Spain.

Owned by British Associated Foods

Employees : 22.000

Future Plan : Expansion to French market with eyeing sites in Paris (2014)

Urban Women
15-35
Fashion-conscious
TARGETS

Wide-ranging sales area, high street retailer
Top-of-Mind awareness (low cost clothing retailer segment)
Low-cost pricing policy
Great ability to react due to an efficient supply-chain Management and a clever market prospection
Achieves economies of Scale
Wide Product range (Home/Kids/Men/women)
WEAKNESS
OPPORTUNITIES
THREATS
Primark
Today
Producing on a large Scale
Using Fabrics produces
locally
to the manufacturers
Reducing packaging and
extensive use of multi-pack
product
Focuses on Key
Garment
sizes
Minimal adverstising
Cost-saving strategy, Primark has no budget dedicated to communication or advertising
Bet on Word-of-Mouth Strategy
No e-business development (turn down the partnership asos.com)
Lack of digital communication.


Clothes organised in piles
Mannequin displays: which orient the customer through the different departments and categories


Modern and sober furnitures
Primark current
Website

What can we suggest ?
How to Improve Brand recognition and Communication Strategy
?
Pop-up Store concept

Collaborative Fashion show
Sponsorship

Celebrity Endorsement
and collaboration
Generate dynamism

Take Fashion to the streets and involve customers in the same way
Increase brand recognition with an original concept


Creative positives emotions and enhance sponsorship with same values statement associations/events
Long-term brand image
Promote the Primark ethical values
with local producers and suppliers partnership
Improve customer loyalty

Leverage brand recognition and thereby follow River Island mode
Choose wisely "ambassadors" who shares and conveys
Primark values

Digital Strategy - Social Networking

Games, challenges between customers
Virtual WOM
Enhance eye-catching strategy
Generate Interactions and feedbacks from customers
Increase numbers of "like"

Generate Trend topics #Primark (virtual WOM)
Keep the audience continuously updated about newest products/collaborations/games/ ethical involvement
Promote interactions in 140 caracters with "followers"

Reinforce a visual strategy
Fashion-directed social networking
" Pin& share"

There are huge opportunities for retailers of discount fashion clothing.
The recession has reduced the disposable income and the consumers have become more value conscious.
Digital communication
"Classic " communication
Develop Facebook profile
Create an Official Twitter Page : @PrimarkOfficial or @Primark
Develop Pinterest account
New Website design and e-shop creation
Entire website needs to be refurbished (introduction of an appropriate Graphic design charter)
Creation of an e-shop
Why does Primark communication
need improvement ?
Gain market shares on Fashion retail segment
Opportunities in France: Outlet and online (as Forever 21 and Urban Outfitters)
Reinforce Brand-recognition and image
Extend the current group Audience
Why ?
Efficient operating process at Primark
Values
Objectives

Objectives

Objectives
Objectives

Primark current
social networking
activity

Stores
Reactivity
Prices
Targets
Ethic
II. Communication analysis
and suggestions




a. Why does Primark Need to improve it communication
Strategy ?
b. "Classic"communication
1. Merchandising
2. Pop-up store
3. Sponsorship
4. Collaborations
5. Customer loyalty

c. Digitale
1. Social network
2. e-shop
3. Website


Low prices
Huge Sales area
Original clothing
Ability to react

Customers Expectations
Primark is fashion retailers for 15-35 year old urban women group audience mainly,thanks to a very low pricing policy , sizable sales area
Positioning
Mailing.
Social networking activities

Influential Fashion
Blogs
Diary of a vintage Girl
Little bird of Fashion
Celebrity Endorsement
Ellie goulding
Rita Ora

Thank You
Objectives
"Look Good, Pay Less
"
Full transcript