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An Integrated Marketing Communications Plan for Primark

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by

Holly Owens

on 24 February 2016

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Transcript of An Integrated Marketing Communications Plan for Primark

An Integrated Marketing Communications Plan for
Scheduling and Implementation
Recommendations
Enable online purchasing:
Primark's marketing communication strategies to follow the AIDA model. By a consumer taking 'Action' it means Primark's can capitalise further on their primary objective to 'stimulate desire' in customers.

Further develop social media channels:
through channels such as SnapChat etc, offering a real-time aspect to their consumers, keeping up with their hectic schedules.   

Set objectives against SMART criteria:
the current ones do not adhere to this at the moment.

Outsource marketing campaigns through specialist agencies



Company Context
Primark opened in June 1969 in Dublin, Ireland- under the name, ‘Penneys’. They first opened their UK ‘Primark’ store in Derby, in 1973.

They are a subsidiary of the Associated British Foods Group (ABF)

Primark’s products are quality, ‘up-to-the-minute’ fashion and offered at value-for-money prices.

Primark are now one of the largest retailers in Europe and operate 296 stores worldwide

Primark entered the American market on the 10th December 2015, with their first store opening in Boston

Critical external factors influencing Primark are; the rise in ethical consumerism, rising production costs in the UK with the introduction of the minimum living wage and the modernisation of the high-street, whereby a growing nuumber of customers are choosing to shop online instead.

Primark are still perceived negatively by some due to their links with the 2013 Rana Plaza incident in Bangladesh, whereby 1,130 workers died due to a building collapsing.

Primark's Communication Objectives
Marketing Communication Strategies


Originally, Primark tended to locate in cheap, out-of-town sites in areas of low income. Primark have decided to implement its discount approach into the mainstream high-street markets.

Primark is able to offer value and low prices because it’s business model is based on high sales volumes and lower retail margins with minimal advertising.

Currently, Primark schedule their marketing communications inline with key annual events such as Halloween, Valentines Day and Christmas.

After deciding upon a unique marketing campaign, Primark implement this 'one voice' into all of their integrated marketing communication channels, through adverts, printed media and in-store displays.

Potentially, Primark could schedule their communications to appeal continuously, year round, as oppose to increasing their marketing activities only around key events.

Coordinated Communications Mix
Resources- Financial
Competitor's Position
Evaluation
Introduction
To be included in this presentation:

-
Content Analysis
Communication Objectives
Marketing Communications Strategy
Coordinated Communications Mix
Resources
Scheduling and Implementation

-
Competitor's Position

-
Evaluation and Control

-
Recommendations
1.
To gain an increase in market share by stimulating a desire for Primark products in consumers


2.
Achieve a growth in sales by creating brand awareness
Primark’s biggest sales come from womenswear, they also sell menswear, kids wear, accessories and homeware. (Associated British foods, 2014, p.30). 
Primark use a push strategy, utilizing their sales-force to push a product through the sales channels. Primark push aspirational goals upon their target market. The screen shot above shows a Primark TV/Internet ad for womens skinny jeans. The models used throughout the commercial are young, slim and happy. These are all aspirational goals for any female, Primark attempt to actively link consumer connotations of their brand as having these unique, aspirational traits.

This 2016 TV/Internet advert once again shows a young. slim, attractive and happy female. Once more, reiterating their utilising a 'push strategy', integrating brand communication that by wearing Primark garments you will achieve these aspirational goals.

Moving away from Womenswear, this advert shows children, care-free, dressed stylishly AND having fun. This appeals to both the child AND the parent. Notice the positive, bright colours of the inflatables the children have, interlinking with the upbeat, lively and playful music once more; if your child wears Primark garments they will experience all of these things.
On social media, Primark's communications follow the
AIDA
model.
Awareness
is formed through social media channels,
Interest
is formed by the associative reference of #SquadGoals, the consumer then has a
Desire
to join this 'squad'. Hopefully, convulsing the consumer into taking
Action
and purchasing Primark garments.

Primark, at some point,
has advertised on all conventional marketing channels
(TV, Radio, Newspaper, Billboards) In order to
modernise
the brand, Primark have a
variety of social media accounts
on Twitter, Facebook and Pintrest. However, some consumers do not come into contact with any of these channels daily.
 

Primark have a website on which the consumer can view products but
cannot purchase
the product in question. By not offering website purchases they are missing out on a massive revenue stream, in 2014, research from the Office of National Statistics (ONS) showed
74% of UK inhabitants purchased something online
. Interestingly, the graphic on the next slide shows that clothes where the most popular online purchase. This is emphatic evidence that
Primark are missing out on a huge marketing opportunity.

Once again, compared to a competitor operating in a similar price range,
H&M offer online purchases
. Apart from the pure, financial reasons for doing this, by allowing online purchases, H&M offers
intangible benefits
to the consumer, conveying a
succinct communication
to the average consumer that
H&M is a modernised firm
, catering to their own individual needs (offering next day delivery) and i
mproving their accessibility to customers
.

(Primark, 2015)
(Associated British foods, 2014, p.30).
(Associated British Foods, 2014. p.36)
Potential Use of Resources
Financial resources are
tangible.


The overall organisation’s net cash flow was strong,
increasing
from £1,276m in 2013 to £1,439m in 2014.

The
cash reserves
available for Primark to spend was £378m in 2014.

Primark have the capital to improve their current marketing infrastructure which is currently limited to one, relatively small department located in London.

Primark plan to spend £378 million on developing new stores but could invest in a
specialist marketing headquarters
, complete with
high-quality, knowledgeable staff.

Primark could
invest in e-commerce
,
introduce online shopping capabilities
and d
irect mail communication channels
, improving both their
consumer accessibility
and
marketing communication channels.

Primark could
use excess capital
to place a l
arger focus on communicating their unique brand message to customers
, as oppose to
purely focusing on sales.

Primark could
outsource to advertising agencies
, like competitors to produce effective yet differentiated marketing campaigns.

Human Resources
Employees- 54,000 across the UK and Europe

Training available in house

Stakeholders- suppliers, customers, ABF members, shareholders, employees

700 first tier suppliers

Don’t own factories, but do take responsibility for workers I.E Rana Plaza incident

Tools that can be used (FREE)
Website Monitoring – Google Analytics
Social Posts – Hootsuite
Link Distribution – J.mp
Facebook – Insight/Ads
Email – Mail Chimp

Critical factors Primark should consider when developing ads…

The context of the advertising channel should be considered before developing an IMC strategy. For example, if Primark are communicating with an audience that watches the Comedy Central regularly, Primark have more scope to use
edgy humour
in the advert.

Primark should also align their IMC strategy against their core organisational objectives, meaning the IMC strategy is relevant to what the company wish to achieve.

Primark should specify their target audience for a particular marketing campaign, for example, females between the ages of 16-24. By targeting defined markets it would allow Primark to focus on communicating the most effective message and choosing the most effective marketing channel to subsequently deliver this message.

- Primark's market share competitors are M&S and Next

- Product and target market competitors are: H&M, Matalan, Tesco- F&F and ASDA- George

- Some companies are changing their communications to a more ethical, pull approach, as seen by the H&M video before.

- M&S and Next are utilising profile strategies, developing the corporate image and reputation.
(Office of National Statistics, 2014)
(Statista, 2016)
Below is the sales revenue for Primark. Sales are increasing annually, however, they should focus on non-financial aspects such as customer loyalty and brand perception
At the moment, Primark are not meeting one of their primary objectives to '
increase market share'
this is as a result of a flawed communications mix whereby they cannot push products onto consumers to buy online, meaning they miss out on several £m per year.
As this video shows, H&M use a
Pull strategy
, spending heavily on advertising to build up consumer demand. Also appealing to consumers through their
new, ethical standpoint
. In stark
contrast
to Primark, who are viewed by some as
unethical
as a result of the Rana Plaza incident.
This screenshot shows jeans on the
Primark website
, there is
no purchase option
.
Limiting the accessibility
of Primark to consumers.
We conducted a small survey with 20 consumers and 14 of them (70%) stated they did not consciously choose to shop at Primark. They only visited "because it was there". The lack of brand engagement doesn't meet their objective to "stimulate desire" in customers.
Control
Need to become more accessible to consumers, only have one method of purchasing which is through store

Need to invest in other means of promotion and increase brand awareness

Need to set S.M.A.R.T. marketing communication objectives in order to identify benchmarks and undertake regular evaluations. (e.g Increase Twitter mentions by 350% in 3 months)

Need to regularly ensure that the integrated marketing strategies are communicating as 'one voice' across various media channels.

Need to ensure communications are meeting the organisations core objectives.
Presented by... Holly, Adi, Ste, Reece and Liam
Online Evaluative Tools
Full transcript