International Marketing (IBM7009)

Marketing Plan report

By

Maryam Olaniyi Ahmad

(2207826)

Submitted to

Elham Javaherzadeh

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 PRIMARK IN NIGERIA
1. Market Gap: Evidence of ethical and Unethical business of Primark………………….

1.2. Chosen Country GDP and population

Part 1
1.2. Brief history of Primark………………...……………………………………………...5
1.3. Primark’s Strengths…………………………………….……………………………... 5
1.4. Primark’s Weaknesses ………………………………………………………………...6
1.5. Primark’s Opportunities ……………………………………………………………….6
1.6. Primark’s Threats ………………………………………………………………………7
1.7. Macro environment of Primark…………………………………………………….…7-9
1.8. Microenvironment of Primark………………………………………………………9-10
1.9. BCG Analysis of Primark ………………………………………………………….12-13
Part 2
2.1. Segmentation…………………………………………………………………….13-14
2.2. Targeting ……………………………………………………………………………14
2.3. Differentiation strategy ……………………………………………………………. 14
2.4. Positioning …………………………………………………………………….14 -15
2.5. Consumer Behaviour and Research……………………………………………...15-23
2.6. Growth Strategy: Market penetration…………………………………………….23-25
2.7. Recommendations for the Primark ………………………………………………….25
Part 3
3. Marketing mix ………………………………………………………………………26
3.1. Product Strategy……………………………………………………………………. 26
3.2. Price Strategy…………………………………………………………………. .26-27
3.3. Promotion Strategy ………………………………………………………………….27
3.4. Distribution Strategy ………………………………………………………………...27
3.5. Conclusion ………………………………………………………………………27-
28
3.6. Reference ………………………………………………………………………...29-
30

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 PART 1

1.0. Market Gap: Evidence of ethical and Unethical business of Primark

 Ethical evidence of Primark

Over time, Primark has successfully demonstrated its social responsibilities.

It adheres to the UN Guidelines on Business and Human Rights and prioritizes address-
ing current effects on human rights (Dass,2019). Primark seemed to be aware of the
major ways in which it affected the environment, including chemical control,
sustainable cotton, power efficiency, transportation, and Gas (GHG) emissions
(Willow, 2021).

The "Primark Sustainable Cotton Programme" was being developed by the firm in colla
boration with Cotton Connect and the Self-Employed Women’s Association (SEWA),
according to the "Sourcing Raw Materials" section of the Primark website, the initiative
has helped farmers learn “sustainable agriculture ways to boost their revenue
(corporate.primark.com, n.d.).

 Unethical evidence of Primark

In 2009, it was discovered that one of Primark's UK suppliers was using illegal labor
and paid employees less than the minimum wage. The event, which took place at the
knitwear firm TNS in Manchester, is being investigated by the authorities.
Additionally, Primark is required to defend itself before the Ethical Trading Initiative
(ETI), a UK organization created to enhance working conditions in the supply chain,
which it joined in 2006. (McDougall, 2009).

Only a few months prior, it was discovered that child labor was being used in Indian
factories producing Primark clothing. Primark fired three suppliers in Tirupur who had
outsourced the work to the companies’ employing minors. (The Guardian, 2008)

1.1. Chosen Country GDP and population

Nigeria's GDP was 173.5 trillion Naira or more than 407 billion US dollars. Nigeria's
GDP hit 45.3 trillion Naira between January and March 2022. Nigeria has one of the

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 highest GDPs in Africa. In 2021, its GDP per capita was 2.4 thousand US dollars,
placing it 18th among African countries with the highest GDP per capita (Sasu, 2022).
Nigeria has a population of about 218,101,728 as of November 6, 2022, (Worldometer,
2022). 

1.2. Brief history of Primark

Primark Stores Limited is a subsidiary of Associated British Foods. founded by Arthur

Ryan in June 1969. Primark is an Irish multinational fashion retailer (known as
Penneys in Ireland). Over the years Primark has expanded very quickly to other
countries with 407 (2022) stores in 12 countries with more than 75,000 employees. But
their core remains the same—everyday affordability for everyone. Everyone can find
something at Primark, from high-quality staples to stand-out fashion in women's, men's,
and children's clothing, as well as cosmetics, home goods, and accessories. Primark
consistently innovates to produce design-led clothing and everyday necessities at cost-
effective pricing because they are truly passionate about what they do (Primark, 2022).

 Primark Mission

As stated in its mission statement, Primark strives to offer clients high-quality, budget-
friendly fashion necessities. That is providing quality clothes for their clients at a low
and affordable price. (Vomma, 2021).

 Vision Statement

The vision of Primark is to become well-known and create a solid brand identity. It
plans to expand by opening more locations throughout the globe while maintaining
environmental sustainability. (Vomma, 2021).

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 SWOT analysis is a mechanism used by organizations to monitor the internal and
external marketing environments. (Kotler and Keller, 2019).

1.3. Primark’s Strengths

Primark has a substantial market share in Europe with an estimate of over 400 stores
located around Europe and the US. Primark’s major primary strength is its ability to
offer a wide range of sustainable products at a lower retail margin which allows it to
offer affordable prices for its customer. Primark also has over 24 million fans actively
participating in their content on social media, (Primark, 2022), thus generating a strong
customer base. Primark creates job opportunities and employs over 30000 people, and
it is also involved with the Ethical Trading Initiative to enable it to maintain and
develop its ethical agenda despite the negative press. (Mohammed, 2017) Primark
doesn't invest much in its advertising but also strives for maximum efficiency when
moving its items from factories to stores, this enables Primark to offer clients items at
lower prices.

1.4. Primark’s Weaknesses

One of the major weaknesses of Primark is outsourcing its manufacturing products

from different countries example, Bangladesh, India, and so on due to the abundance of
inexpensive labor available in these nations. However, a lot of customers have
expressed dissatisfaction that the company's products now lack quality due to excessive
outsourcing. Over the years, Primark has had to cope with numerous problems. For
instance, about 260 store employers using the brand have been paying their workers
less than the minimum wage required by law. (Shaw, 2021). Primark customers cannot
shop online, which severely limits their marketing options. This is a sign that expanding
into the online market is essential if businesses want to remain relevant in a world
driven by technology (SAUCE, 2019). Primark neglects the potential of the internet

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 market and relies solely and heavily on clients coming into the store to make purchases.
(Mohammed, 2017).

1.5. Primark’s Opportunities

Developing a mobile application or transactional website that allows users to make

purchases or receive updates on new releases and ensuring a customer relationship
management system to keep clients abreast of current fashions and promotions; this
might be done regionally to make it practical thereby Including consumer during the
testing phases and performing more surveys and market research to learn more about
consumer preferences (Mohammed, 2017). Primark should further expand its market in
other emerging countries like Africa and India (Rahman, 2019). To keep up with the
most recent trends, the corporation needs to increase its market share in the sportswear
category (Shaw, 2021). Primark is launching a brand-new customer website throughout
their markets, displaying a much broader range of what they sell and supplying it with
abundance by store (Primark, 2022).

1.6. Primark’s Threats

To react to the current economic climate, competitors are starting to reduce the prices
of their products by providing products of a higher or the same quality as Primark
(SAUCE, 2019). With technology at their fingertips, consumers are more likely to
search the web for deals that may be preferable to that available in-store (Buckwood,
2013). Therefore, the showrooming trend has a significant impact on Primark since
shoppers prefer to shop around multiple different locations for their favorite products
before purchasing them online when they arrive home (ESSAY SAUCE, 2019). A lot
of Fast-growing brands are attracting customers through digital advertising and
marketing (Mohammed, 2017)

1.7. Macro environment of Primark

Every organization encompasses an immediate microenvironment consisting of

consumers, suppliers, distributors, and competitors. The company is also surrounded by
macro environments that have a significant impact on all businesses which

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 include political, legal, economic, technological, environmental, and social forces
(Kotler and Keller, 2019). The microenvironmental forces include elements that have a
direct impact on how business operations within the company are conducted. These
elements frequently affect how well the company performs and how things are done
daily. They last for short time. While the macro-environment, is external factors that
affect how businesses operate, decision-making as well as business strategies. These
forces, therefore, are usually dynamic in character. These variables are hard to manage
and can have a good or negative impact on the company.

Political environment: the political instability of the government, which might emerge
as a result of an increase in the government's taxing prices. The government may
encourage consumers to buy local goods and services, which may have an impact on
the growth and sustainability of the Primark fashion business. Political stability such as
fiscal policy and tax rates can have a serious impact on Primark. Tax increases and
decreases may have an influence on the stability of manufacturing pricing of Primark
(PESTLE Analysis of Primark, 2022) For Example, The UK voted to leave the
European Union in 2016 causing political turmoil and putting into question the stability
of several businesses when the time does come to leave the union and officially left the
trading bloc on 31st January 2020. Most things were kept the same until 31st December
2020, to allow for the negotiation of a trade deal which was agreed upon on 24th
December 2020. In this case, Primark must ensure it put aside funding to guarantee that
safety flaws are corrected as soon as possible. (Sauce, 2021)

Economic environment: These factors have a significant influence on the fashion

retailing business since they are affected by changes in taxes and government
regulations. This causes variations in product prices, resulting in profit instability
within the firm. In recent years the highest economic factor that has affected Primark
and other businesses is a recession. This means that consumers have less disposable
income and may not spend a larger part of their income on clothes. (PhDessay.com,
2017). In recent years the highest economic factor that has affected Primark and other
businesses is a recession.  According to Paul Marchant, Primark CEO "Covid-19 has
wreaked havoc on our whole business, not to mention our suppliers. Lockdowns due to
coronavirus had cost Primark £800m. As governments throughout the world attempted

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 to stop the virus's spread, Primark was forced to shut down its 375 stores in a 12-day
period following March 22 (Jolly and Butler, 2020).

Social environment: one of the largest social factors that affect Primark is current
trends in fashion. For purchases of light products, customers are given a brown paper
bag rather than a plastic one since paper bags are more environmentally friendly and
biodegradable. (PhDessay.com, 2017) Primark has increased the prominence of its
"social responsibility" on its website by responding to common queries from customers
after receiving negative headlines. (Mohammed, 2017). Primark produces 6.4 million
tonnes of GHGs but hopes to reduce it to 3.4 million tonnes by 2030
(corporate.primark.com, n.d.).

Technological environment: The integration of digital technology capable of

processing payments on the shop floor, and skipping the lines completely, is helping to
minimize wait times in stores. Given that more than half of Primark's clients are 35
years old or younger, the retail industry's rapid technological advancement has had a
significant impact on consumers' purchasing behavior. (SAUCE, 2019) Primark makes
the behavior of the younger generation and their internet buying habits relevant. In the
company's first substantial entry into internet shopping, Primark will test a click-and-
collect service in the UK as it said price increases would be coming soon. By the end of
the year, the high street shop will begin the experiment at 25 locations in the northwest
of England, but just for children's apparel and accessories (The Guardian 2022).

Environmental: The current public is more concerned with environmental preservation

and sustainability in terms of production materials and processes. This push indicates
that businesses must now concentrate their efforts on their business techniques to boost
their client loyalty and social standing. (SAUCE, 2019). This means that Consumers are
growing more environmentally conscious and interested, especially considering the
extensively reported implications of global warming. All factories and suppliers that
produce goods for Primark have access to our Restricted Substance Lists, and we train
local suppliers on our chemical management standards. Combustion of fuel and
operation of machinery (000 tCO2e) was 2,719 in 2020 and later reduced to 2,370 in
2021 (Primark, 2022).

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 1.8. Microenvironment of Primark

Company: To ensure the Company's success in the long term, the Board is collectively
accountable to Primark shareholders for the management and oversight of the
Company. The Board held regular meetings each year, either individually or virtually,
to authorize the Company's strategic goals, to direct the Group within an environment
of efficient controls that allow risk to be evaluated and managed, and to make sure that
there are enough resources available to meet the goals set. Its major goal is sustainable
affordability for everyone (ABF Corporate, 2021).

Suppliers: In the network of the corporate value chain, suppliers play a crucial role and
their connections must be optimized in order to guarantee the seamless operation of a
firm. (Real Wealth Business, 2021). All suppliers of Primark must abide by the
Supplier Code of Conduct set out by Primark. This Code of Conduct is taken extremely
seriously by Primark, and the management board frequently evaluates
it (corporate.primark.com, n.d.). Primark sources from 23 Vietnamese factories
examples include AMW Vietnam Company Limited, An Giang Garment Factory
Limited, Branch Hoa Tien Co Ltd, Dong Tai VN International, Eight March Textile
Company Limited, Excel Tailoring Vietnam Company Limited, Hai Duong Garment
Stock Company (News-Desk, 2018).

Competitors: These are the top companies in the market that are involved in the same
sector (Camilleri, 2017). Primark has a lot of competitors in the market some of which
include Zara, Burberry, Mark and Spencer, and H&M. To survive evaluation of the
weaknesses and strengths of both existing and future rivals is important.

Marketing intermediaries: Marketing intermediates help the business market, sell,

and distribute its products and services to the target market. As a result, marketing
intermediates constitute a crucial link between a company and its customers (Camilleri,
2017). Primark is the major distributor of its products by selling directly from its stores
in the UK.

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 Customers: These are a company's life and the most important element in the
microenvironment of a nation. Companies need to give priority to factors like their
customers' buying patterns, likes, and preferences as well as their connections with
them (Real Wealth Business, 2021). Primark segments its market based on age, income,
and the size of the family. As a result of changes in consumer preferences which may
affect the business of Primark, the launching of the new Click + Collect trial, for the
very first time makes it possible for customers to shop online from an extensive
selection of kids' clothing and nursery products before picking them up at their
preferred store on their preferred day.  providing them with more preference, increased
flexibility, and more purposes to travel to their local high street
(corporate.primark.com, n.d.).

1.9. BCG Analysis of Primark

Star Cash cow

Women and men’s wear

Kids wear

Question mark Dog

Beauty Homeware

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 All images are gotten from (Primark, 2022).

 Star product: Primark star product is the product that generates the highest revenue in
the market, Primark women’s wear had about 11.1 million customers in 2020 and
men’s clothing, on the other hand, was bought that year by 10.3 (Smith, 2021). To
continue to make this product a strategic business unit of Primark it needs to conduct
more research on customers’ preferences through shorter development periods and
feedback systems (Reeves et al., 2022).
 Cash cow: The kids wear segment is the cash cow aspect of Primark, as it yields the
company profit but is not very attractive in the market as compared to the star product.
The kids’ wear was bought by 6.1 customers in 2020 (Smith, 2021). Primark can
increase its profitability by investing in research and development, gradual innovation,
and optimizing its business processes (Reeves et al., 2022).

 Question: The beauty product in the BCG matrix of Primark’s strategic business unit
is not giving the business profit, although it is growing in a very competitive market,
Primark should sell it before it becomes totally unprofitable and unattractive.

 Dog product: The homeware product in the BCG matrix of Primark’s strategic
business are items that are rarely bought and is not giving the business profit; therefore,
Primark should diversify these products.

PART 2
2.1. Segmentation

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  Demographic: Segmentation of the potential market is male and female, with a family
ranging from a single person to extended family size with various occupations.
 Geographical segmentation: Primark can expand its brand in the Surulere axis of
Lagos State which is currently the most populous state in west Africa and the richest
state in Nigeria, (ACMC, 2022), and all products will be based on the weather and
season. Prospective competitors comprise brands such as Orange Culture, Yomi casual,
and Maju.
 Psychographic: It focuses on people who are Fashion savvy with stylish and
comfortable products offered in just six weeks, customers can have fashion-styled
clothing at their disposal as soon as they are revealed (Mohammed, 2017).
 Behavioural: Primark focuses on individuals who care more about reasonable prices
for lifestyle fashion (Primark, 2022).

2.2. Targeting
Primark has a variety of products at its discretion, and consumers may be divided into
various target markets. The customers are males and females from 0 to 40 years of age,
who can either be a student, businesspeople (mostly sole proprietors), and corporate
workers. The targeted social class is the mid-middle class which consists of individuals
with earnings ranging from ₦350000 (£671) to ₦700000 (£1342), and the up-middle
class consisting of both highly educated professional and business owners with incomes
ranging from ₦800000 (£1533) to ₦1200000 (£2300). Note 1= 0.00191658

2.3. Differentiation strategy

Different segments have been defined in Lagos Nigeria based on age, sex, income
level, and social class the differentiated marketing strategy will enable Primark to
provide products that are suitable for each segment.
Product differentiation: Primark offers a wide range of products across its various
segments with low manufacturing costs and massive production volumes that enable
them to maintain its position in the market (Mohammed, 2017).

2.4. Positioning

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  Positioning gives a business a competitive edge compared to its competitors and
is critical in assessing the business strengths and market share, enticing customers, and
maintaining profitability. Primark has always had the benefit of having excellent
supplier networks, the capacity to transform plans into reality in a matter of weeks, and
low manufacturing costs and huge volume, which enables them to remain a dominant
player with a substantial market share in the retail sector (Mohammed, 2017).

High Price

YOMI CASUAL ORANGE CULTURE

Low-Quality High
Quality

MAJU PRIMARK

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 Low Price

Most clothing brand in Nigeria mostly specialize in a particular segment, Yomi casual
is a male clothing brand that offers low quality wears for a very high price, Maju, on
the other hand, is a female brand that offers low quality wears for low prices, and
orange culture is a male and female brand that offers high-quality wear for a high price.
Therefore, the positioning of Primark on the map will be of competitive advantage to
Primark and enable it to maintain its position as the dominant player with a substantial
market share because it offers high-quality fashion at a low price and offers a wide
range of products from children, men, and women’s wear which other competitors are
not offering.

2.5. Consumer Behaviour and Research

The study of consumer behavior examines how people or groups acquire, utilize, and
discard products, services, ideas, or experiences to fulfill their needs and desires. The
needs and desires of individuals typically vary across various cultures, circumstances,
and personal traits (Kotler and Keller, 2019). Marketers or organizations use various
marketing techniques to achieve this purpose.

Research
The marketer undertakes formal marketing research on a particular issue and its
opportunities. Marketing researchers are responsible for providing insightful data on
consumer perceptions and purchasing behavior (Kotler and Keller, 2019). The company
reevaluates its brand and sales strategies to meet consumer needs and wants.

1. How old are you?

Analysis of Question 1

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 70

60
60

50

40
40

30

20

10

0 0 0
0
< 17 18-20 21-29 30-39 40-49

Percentage

Data interpretation of question 1

The above chart illustrates that the majority (60%) of Primark customers are 21-29
years of age and the remaining 40% are between the age of 30-39 respectively.

2. Which of the following medium of communication do you use the most?

Analysis of Question 2

percentage

100%

Televsion Social media Newspaper Magazine

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 Data interpretation of question 2
The pie chart illustrates the medium of communication used by people, and 100% of
the respondents use social media as a means of communication with no attempt to use
other types of communication. This is a result of digitalization.

3. How much is your monthly salary? 

Analysis of Question 3

percentage

6.67

26.67
<350000
350000-700000
800000-1200000

66.67

Data interpretation of question 3

This chart shows the monthly income of Nigerians in naira with the majority (66.67%)
earning less than ₦350000 every month, while 26.67% of the earn ₦350000- 700000,
and few of them earn ₦800000- ₦1200000 which is about 6.67%.

4. Does your culture influence your purchase decision? 

Analysis of Question 4

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 percentage

40%

60%

Yes No

Data interpretation of question 4

The pie chart above shows the extent to which people agree that culture influences their
purchase decision. Most of the respondents (60%) do not agree their purchase decision
is influenced by their culture while the remaining 40% agreed that culture actually
influences their purchase decision.

5. When I go to buy my clothing 

Analysis of Question 5

percentage

40%

60%

What I need More than

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 Data interpretation of question 5
According to most respondents which are about 60% will purchase only what they need
while 40% will purchase more than what they need.

6. I care more about reasonable prices than I do about trends in fashion. 

Analysis of Question 6

Percentage

Others 6.67

No 6.67

Yes 86.67

0 10 20 30 40 50 60 70 80 90 100

Percentage

Data interpretation of question 6

 The chart above shows that most of the respondents (86.67%) care more about
reasonable prices than they do about trends in fashion while 6.67% care more about
trends in fashion than reasonable prices and the remaining 6.67% gave other reasons.

7. I would rather spend my money on affordable products than on designer products

or brands. 
Analysis of Question 7

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 Percentage

40% Yes
No

60%

Data interpretation of question 7

 The pie chart above illustrates that most of the respondents (60%) would rather spend
their money on products that are affordable rather than designer products while 40%
prefer to spend their money on designer products or brands.

8. Where do you mostly purchase your clothing?   

Analysis of Question 8

Percentage
50 46.67
45
40
35 33.33

30
25
20
20
15
10
5
0
Private Brand Boutique Designer Brand Store Unbranded Store

Percentage

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 Data interpretation of question 8
This chart illustrates the number of people that purchase their clothing from different
stores/brands, 46.67% which is the majority of the respondents buy their clothing in an
unbranded store, 33.33% buy their clothing from a designer brand store, and 20%
purchase their clothing from a private brand boutique.
  
9. Would you still buy Primark products if you found out they are unethical? 
Analysis of Question 9

Percentage
Yes No Not sure

27%

47%

27%

Data interpretation of question 9

The pie chart shows that 46% of the respondent will purchase Primark products even if
they find out they acted unethical, while 27% will not buy their products if they find out
they are unethical and 27% are not sure.

10. Primark’s child labor practice is unethical and can affect its future business?    
Analysis of Question 10

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 percentage
60

50

40

30

20

10

0
Strong agree Agree Strong disagree Disagree

percentage

Data interpretation of question 10

The chart above indicates most of the respondents (50%) strongly Primark’s child labor
practice is unethical and can affect future business, 25% strongly agreed, 15 % strongly
disagreed that it is an unethical practice that can affect future business and the
remaining 10% of the respondent disagreed it the unethical business will affect future
business.

2.6. Growth Strategy

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 Image source: (Peterdy, 2022)

 Market penetration
Market penetration is a company's growth strategy for its current products in the
present market.  This indicates that the business may sell more products by saturating
the market. This will help the business grow its sales volume (Adamkhankasi, 2020).

 According to the survey 86.67% of the respondent care more about reasonable prices
than they do about trends in fashion which is a good strategy for Primark to penetrate
the market.
 The use of Primark sustainable cotton and redesigning some of its products can
develop more sales for the business.
 Primark can also penetrate the market by launching an online platform where
customers can order and pay can result in a rise in revenue.
 Primark can also introduce a sales promotion strategy, especially during the festive
season thereby increasing its market base and sales volume.

 Product development
 Primark has been able to maintain its profitability with the launching of a breast
cancer specialist collection of casualwear, nightwear, and accessory for ladies affected
by breast cancer (corporate.primark.com, n.d.).
 Primark can foster an innovation process due to its ability to provide a diverse range
of products at competitive prices.
 Primark can launch beauty and homeware products in Nigeria since it is not yielding
profit in its BCG matrix thus increasing its market share.

 Market development
 Although Primark has gained a presence in more than 12 countries, it can still use
effective advertising to build its brand awareness.
 Primark should collaborate with the research and development department to gain
insight into consumer needs and wants.

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  Primark needs to consider the cultural difference of Nigerians although based on the
survey conducted 60% of the respondent do not agree their culture influences their
purchase decision which is an opportunity for Primark to develop its market.
 The survey conducted shows that 100% of the respondent uses social media as a
means of communication, it will be a good strategy for Primark to expand its market
if it can promote online sales through its website.

 Diversification
Diversification enables an organization in venturing into new growth sectors. Primark
can expand its market through various diversification methods either related or
unrelated, but from our BCG matrix above Primark can diversify to homeware which is
a related product.

2.7. Recommendations for the Primark

According to the research findings, I proposed the following suggestions.
 Digital transformation is taking over the traditional method of doing things Primark
should focus on its online shopping to attract more customer base and higher revenue.
 Although most of the respondents but not up to half of the total percentage (46%)
agreed they will still purchase Primark products even if they are aware they acted
unethical, Primark should therefore concentrate on the unethical practices of its
suppliers to avoid future occurrences.
 Primark should also endeavor to create brand awareness in Nigeria using social media
platforms since all the respondents use social media as a means of communication.
 Primark should also consider most of the respondents are 20-29 years who earn less
than 350000 monthly, thereby producing products at a lower price affordable to them
is paramount.

PART 3
3. Marketing mix
3.1. Product Strategy
In today's competitive business environment firms must concentrate their efforts on
providing the appropriate product offering as markets are becoming more competitive
(Kotler and Keller, 2019).  

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  Core Customer Value: Primark has always been known for its lower prices
compared to its competitors, its founding principle is “everyday affordability for
everyone” and its core customer value has always been “Sustainable fashion
affordable for everyone” (Primark, 2022).
 Actual Product: Primark's brand originated 50 years ago in Dublin with the name
Penneys, it has a broad range of products ranging from women’s wear, men’s wear,
children’s wear, beauty, homeware, and accessories readily accessible, and attractive
to different personalities from the same segment of customers, their clothing is made
from sustainable cotton which is grown in India and Pakistan (corporate.primark.com,
n.d.). The new product to be launched in Nigeria is at the introduction stage in the
product life cycle.
 Augmented Product: Primark offers customers with a valid receipt a complete
replacement or refund if the product is returned within 28 days from the purchase
date, as long as the product is unused, and with the original tags remaining intact
(Refund & Exchange policy – primark) Customers can contact Primark via chat or
email using its contact form, and a representative will get back to them within two
working days (Primark, 2022).

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 Sourced from: (Corporate Finance Institute, 2022)

3.2. Price Strategy

 Competitive-based pricing: Primark keeps prices low because its business model is
different from that of its competitors, several items are sold by Primark which
indicates that it can reduce costs by making purchases for all its stores in bulk
(Primark, 2021).
 New product pricing strategy: For the new product, at the introduction stage
primark will be adopting market penetration pricing which will be influenced by
consumers’ perception of the products, based on many of the respondents agreeing
they care more about reasonable prices than trends in fashion, therefore Primark’s
pricing policy will target the mid-middle class and up-middle class in Nigeria.
 Adjustment pricing strategy: In the UK Primark offers voucher codes and discounts
codes which are usually unlocked on their website (Primark voucher codes 2022) but
for the case of Nigeria, the price adjustment strategy to be adopted is an international
pricing strategy due to differences in currency rate and promotional discounts will

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 also be allowed for the customers in at the growth stage of the product for a period of
14 to 28 days in order to increase sales in the short run.

3.3. Promotion Strategy

Over the years Primark spend less on advertising, due to its large customer base and
presence in more than 10 countries (corporate.primark.com, n.d.), for Primark to
succeed in Nigeria, based on the product life cycle, it needs to create awareness about
its brand and its offerings at the introduction stage of the product using the advertising
and sales promotion mix channel to generate short term profit. The research conducted
indicated that 100% of the respondent uses social media as a means of communication,
which can be a good opportunity for primark to leverage its communication,
advertisement, and promotional offerings through various social media platforms, such
as Twitter, facebook and Instagram.

3.4. Distribution Strategy

This has to do with how products or services are made available to the final consumer.
Primark has its own supplier or producer who makes its clothing before shipping it to
its distribution centers in Europe and North America after which it is sent to its stores
(Primark: Environment, 2018). A multi-channel distribution strategy will be adopted
whereby customers will be provided several options on how and where to find and
purchase their products. To reduce cost, Primark products will be shipped to Nigeria via
inland waterways before they will be transported by road to its new store.

3.5. Conclusion
Although Primark brand has gained a lot of brand awareness in several parts of the
world, it still has several weaknesses and threats as well as macro-environmental
factors that affect its business. Primark’s major strength is its low pricing strategy
which enables it to maintain its position in a competitive market. The findings of this
research indicate that primark will sell its product even when people are aware it is
involve in unethical practices and if its prices are reasonable people will buy its
product.

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