04/19/2012 Introducing Primark to the Boston Market
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Conducted a marketing research to find out business opportunities for Primark, a UK based retail chain.
Transcript of 04/19/2012 Introducing Primark to the Boston Market
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IntroductionPrimark situates itself amongst the retail market in the
service sector. The expansion of the brand and the need to reach a
maximum of costumers has led Primark to currently operate 232 stores
across UK, Ireland, Spain, Germany, Portugal, Netherlands and Belgium.
Under the brand mark “Look Good, Pay Less”, Primark
targets customers under their 35’s, those fashion-oriented customers
seeking low cost prices. Primark features departments including women’s’
wear, lingerie, children’s wear, men’s wear, footwear, accessories, and
household textiles.
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Strenghts WeaknessoLongstanding history – trustworthy. (232 stores)
oExperience in market penetration
oCorporate Social Responsibility
Attracts social-conscious consumers
Environmentally conscious
o2011 Awards – shows legitimacy and customer satisfaction
oLow prices
oStrong Portfolio
oWeather (Four Seasons)
oApparel Sizes
oLack brand recognition – American consumers are very “brand conscious”
oPerceptionoPre-conceived negative perceptions of quality
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Opportunities ThreatsoEuropean trends very popular among young Americans
oEconomy
Create jobs in the Boston metropolitan area
oCustomer Attitude
Consumers already have a positive attitude of European trends (Ex. H&M)
oCompetition
oBrand Loyalty
oCost of Promotion/Advertising
Marketing Problems
o Competitive market
o Customer Loyalty to Existing Brands
o Low brand awareness in the US
o No Experience Expanding Stores in the US
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Research Objectives
o To estimate the importance of major attributes
o To investigate consumers’ responses to European fashion style offered at more
affordable prices than competitors such as H&M.
o To figure out consumers’ price sensitivity to clothing and home products.
o To determine overall evaluation of primary among major target audiences.
o To determine brand image of Primark and evaluation by attributes.
o To estimate purchase intention of Primark.
o To analyze major information sources of new brands.
o To explore promotional incentives to encourage a product trial.
o To discover which demographic would be more likely to go to Primark.
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FGIParticipants (demographics):
8 participantso 5 males and 3 femaleso Aged between 21 and 43 year old
o College students and young professionals (Fashion blogger, stylist, photographer, flight attendant, and English teacher).
o Different ethnicities (Middle Eastern, Latinos, Europeans, and Caucasians)
Survey Characteristics23 open-ended questions
o 8 pre concept board and commercialo 15 post concept board and commercial
Key measureso brand perceptiono purchase intention
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SurveyPrimark
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Results SurveyBefore Concept test
Primark
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Results SurveyBefore Concept test
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Results SurveyAfter Concept test
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Results SurveyBefore Concept test
Primark
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Results SurveyAfter Concept test
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Results SurveyBefore Concept test
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Results SurveyAfter the concept board
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Results SurveyAfter Concept test
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Results SurveyAfter Concept test
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Results SurveyAfter Concept test
Primark
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Results SurveyAfter Concept test
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Results SurveyAfter Concept test
Primark
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Results SurveyAfter Concept test
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Results SurveyAfter Concept test
Primark
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Conclusions 1/2Key findings from the FGI revealed :
•Male respondents look more for comfort while females seek fashion and styles.
•People tend to shop more at discount stores when they seek low-cost products, whereas they are more likely to shop at department stores when they seek quality and brand names.
•Young people like European fashion style in general, and convenient locations are important to all.
•Primark has a good potential to be well settled in Boston, but has to differentiate itself from existing stores especially in terms of brand image (Tagline and Logo).
•Primark needs to go Outdoor in terms of promotion combined to online advertising.
•Besides targeting students and young professional, another segment should be taken in consideration: young moms who shop for their children and homes.
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Word-of-mouth is a double-edged weapon that could positively promote a brand or harm it for good.
Conclusions 2/2The survey revealed the following key findings:
•Younger and lower income groups shopped for clothing more often at department stores than their counterparts.
•Discount stores are visited in order to save money and buy quantities.
•Bath and home products get more attention from females than males.
•3.30 mean score shows the European fashion style is slightly accepted.
•Females and students preferred Primark more than males and professionals.
•A neutral perception toward the brand logo and a slightly dislike regarding its tagline was noticed.
Overall, we suggest Primark to work more on its brand image and differentiation before considering any attempt to penetrate the Boston market. Both FGI and survey results converged into one idea High local competition, and strong brand loyalty to competitors, combined to high entry cost would represent a risky operation for Primark.111
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Overall Evaluation : Top 2 box 30% - mean score 2.87, Intention to try Primark: Top 2 box 52% - mean score 3.47
Failed to pass the action standard (top 2 box 60% and mean score 3.50) Primark not to enter the Boston market at this moment.
RecommendationsPrimark
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Thank you
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