04/19/2012 Introducing Primark to the Boston Market

1,125 views

Published on

Conducted a marketing research to find out business opportunities for Primark, a UK based retail chain.

Published in: Lifestyle, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,125
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
23
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

04/19/2012 Introducing Primark to the Boston Market

  1. 1. Para ver esta película, debedisponer de QuickTime™ y deun descompresor .
  2. 2. IntroductionPrimark situates itself amongst the retail market in the service sector.The expansion of the brand and the need to reach a maximum of costumershas 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 targetscustomers under their 35’s, those fashion-oriented customers seeking lowcost prices. Primark features departments including women’s’ wear, lingerie,children’s wear, men’s wear, footwear, accessories, and household textiles.Para ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .Para ver esta película, debedisponer de QuickTime™ y deun descompresor .
  3. 3. Para ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .Strenghts WeaknessoLongstanding history – trustworthy.(232 stores)oExperience in market penetrationoCorporate Social ResponsibilityAttracts social-conscious consumersEnvironmentally consciouso2011 Awards – shows legitimacy andcustomer satisfactionoLow pricesoStrong PortfoliooWeather (Four Seasons)oApparel SizesoLack brand recognition – Americanconsumers are very “brand conscious”oPerceptionoPre-conceived negative perceptionsof quality
  4. 4. Para ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .Opportunities ThreatsoEuropean trends very popular amongyoung AmericansoEconomyCreate jobs in the Boston metropolitanareaoCustomer AttitudeConsumers already have a positive attitudeof European trends (Ex. H&M)oCompetitionoBrand LoyaltyoCost of Promotion/Advertising
  5. 5. Marketing Problemso Competitive marketo Customer Loyalty to Existing Brandso Low brand awareness in the USo No Experience Expanding Stores in the USPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  6. 6. Research Objectiveso To estimate the importance of major attributeso To investigate consumers’ responses to European fashion style offered at moreaffordable 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.Para ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  7. 7. FGIParticipants (demographics):8 participantso 5 males and 3 femaleso Aged between 21 and 43 year oldo 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 questionso 8 pre concept board and commercialo 15 post concept board and commercialKey measureso brand perceptiono purchase intentionPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  8. 8. SurveyPrimarkPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  9. 9. Results SurveyBefore Concept testPrimarkPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  10. 10. Results SurveyBefore Concept testPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  11. 11. Results SurveyAfter Concept testPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  12. 12. Results SurveyBefore Concept testPrimarkPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  13. 13. Results SurveyAfter Concept testPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  14. 14. Results SurveyBefore Concept testPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  15. 15. Results SurveyAfter the concept boardPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  16. 16. Results SurveyAfter Concept testPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  17. 17. Results SurveyAfter Concept testPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  18. 18. Results SurveyAfter Concept testPrimarkPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  19. 19. Results SurveyAfter Concept testPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  20. 20. Results SurveyAfter Concept testPrimarkPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  21. 21. Results SurveyAfter Concept testPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  22. 22. Results SurveyAfter Concept testPrimarkPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  23. 23. 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 qualityand brand names.•Young people like European fashion style in general, and convenient locations areimportant to all.•Primark has a good potential to be well settled in Boston, but has to differentiateitself 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 betaken in consideration: young moms who shop for their children and homes.Para ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .Word-of-mouth is a double-edged weapon that could positively promotea brand or harm it for good.
  24. 24. Conclusions 2/2The survey revealed the following key findings:•Younger and lower income groups shopped for clothing more often at departmentstores 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 taglinewas noticed.Overall, we suggest Primark to work more on its brand image and differentiationbefore considering any attempt to penetrate the Boston market. Both FGI andsurvey results converged into one idea → High local competition, and strong brandloyalty to competitors, combined to high entry cost would represent a riskyoperation for Primark.111Para ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .Overall Evaluation : Top 2 box 30% - mean score 2.87,Intention to try Primark: Top 2 box 52% - mean score 3.47Failed to pass the action standard (top 2 box 60% and mean score 3.50)Primark not to enter the Boston market at this moment.
  25. 25. RecommendationsPrimarkPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .
  26. 26. Thank youPara ver es ta película,debedis poner de QuickTime™ ydeun desc ompresor .

×