Primark is a subsidiary of Associated British Foods that launched in 1969 in Ireland and has since expanded to over 200 stores across Europe. It offers a wide range of affordable fashion and home items. Primark uses social media marketing and efficient supply chain and production practices to keep costs low. While Primark states its target is young adults under 35, its customers in reality span all ages and demographics, as almost all socioeconomic classes shop at Primark due to its low prices. It segments customers based on similar European fashion tastes, as well as psychographic segments like lower-income individuals, while also attracting occasional and first-time buyers with its affordable offerings.

1. PRIMARK
THE PRICELESS
EXPERIENCE

2. Primark is a subsidiary company of the ABF (Associated
British Foods) Group. The company launched in 1969 in
Ireland trading as Penny's. By 2000, there were over 100
Primark stores across Britain and Ireland. By 2012 Primark
had 238 branches across the UK, Ireland and Europe.
Primark offers innovative, fashionable clothes at value-for-
money prices.
THE COMPANY

3. • offers a diverse range of products,
stocking everything from baby and
kids, to womens, mens, home ware,
accessories, beauty products and
confectionery.
• is widely established as the
destination store for keeping up
with the latest looks without
breaking the bank

5. ADORED BY VALUE SEEKERS
LET THE CUSTOMER DO THE
TALKING:
Unlike other brands, they
don't spend money on flashy
advertising.

6. The low-cost clothing brand has entered the top five
of the 100 UK retailers on social media for the first
time.
IN FACT
1. Facebook exclusive conversations
2. Agile product marketing
3. Go off topic
4. Start a conversation

7. Primark uses the
functionality of Facebook to
provide added value for its
followers, with the promise
of highlighting their work
Primark’s effectiveness when
it comes to product
marketing is two-fold. It
doesn’t do it too often
throughout the day, so as not
to bombard the follower
with advertising and it also
includes the price, which
many brands don’t do.

8. HUGE VOLUMES , LOW
MARKS-UP:
They place orders for their
most popular products far in
advanced, helping the
suppliers to offer the best
price possible

9. THEY DESIGN AND MAKE
THEIR CLOTHES EFFICIENTLY
Our suppliers use
streamlined production
methods and a skilled
workforce to make clothing
for us in the most effective
way possible helping to keep
costs low.
https://youtu.be/3cwGKU3eqLc

10. THE QUESTION IS:
WHO IS THEIR TARGET CONSUMER?
There is no segment of society (whether cut by age, life-stage,
income, sex, ethnicity, geography, or any other variable you care to
consider) that does not shop at Primark. It has been observed that
many people in so called ‘agency life’ may profess ignorance or
disgust at the mention of Primark, but that only goes to show one of
two things: either that they are liars or that they are out of touch
with how the majority of real people actually shop.

11. Primark states that its target audience are the “young,
fashion-conscious under 35s”, only 5 minutes in any of its
stores will reveal to you how this narrow definition barely
corresponds to the reality of the profile of people who
shop there. For every under-35 there is an over-75; every
40-something mum is matched by an equivalent number
of teenage girls; for every 20-something dad, there is a 60-
something grandparent; and so on and so forth.

12. Most Europeans have similar taste of fashion
and Primark is segmenting on this market of
similar taste of fashions. Primark would never
sell in countries where there is completely
different taste of Fashion

13. • Psychographic segmentation: For this aspect Primark
segments on the lower class, Upper lower, Middle class,
but not on the upper class. However since everyone in
the upper class have suffered with the current recession,
Primark have been in position to attract some of the
upper class.
• Behavioral segmentation: Primark is offering cheap
quality product it attracts both regular and occasion
customers and also attract first time buyers and irregular
buyers. Also since the majority of population are lower
and middle class consumers that means it attracts heavy
users of the product.
SEGMENTATION