Brand Analysis and Competitive Positioning of Primark Case Study

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Introduction: Brand Analysis and Market Positioning

Brand refers to the name of product or service produced by an organisation.This Brand Analysis and Competitive Positioning of Primark focuses on evaluating how the organisation has developed its brand image and market presence. Primark is one of the well-established brands, headquarter of Primark is located in Dubai Ireland. The organisation aims to provide affordable products and services to customers while adhering with quality. The present report will be based on undertaking brand audit and brand analysis of Primark. For students seeking an assignment writing service in UK, this case study offers practical insights into applying branding and strategic marketing theories.Based on the analysation recommendation would be provided.

Main Body: Brand Audit and Competitive Analysis

The main body of this report focuses on an in-depth evaluation of Primark by applying relevant branding and strategic marketing frameworks. It critically examines the company's brand identity, market positioning, competitive environment, and strategic decisions in order to understand its current performance and future growth potential.

Brand Identification

Brand identification refers to the process of defining a brand's unique characteristics, niche, and market positioning. For Primark, this includes its focus on affordable and trendy fashion, sustainable practices, and a wide range of products for men, women, and children. Effective brand identification helps customers recognize Primark's value proposition and differentiates it from competitors in the fast fashion industry.

• Brand name- Primark
• Niche/Sub category- Sustainable and fast fashion

Primark niche market is their fashion clothing which are made with quality raw materials and sell at affordable price (Primark, 2024). Furthermore, organisation undertakes sustainable practices for promoting fashion and this is supporting company to gain wider attention of customers.

Brief Description of Brand

Primark is an international fashion retailer dealing in the field of sustainable and fast fashion. The organisation provides wider range of children, women and men's clothing, accessories, beauty products, footwear and houseware. Primark is famous for its clothing line; the brand is further famous for providing wide range of quality products at affordable price (Primark, 2024). Primark is committed to sustainability and thereby, organisation is promoting sustainable fashion and this supporting in gaining wider attention of the customers. The company has set a new benchmark that fashion can be promoted while complying with sustainability. Primark focuses on recycling cloth further; the company has undertaken varied projects such as "Primark Cotton Project" this is an initiative undertaken for supporting cotton farmers in certain countries; India, Pakistan and Bangladesh (Primark Cotton Project, 2024). Thus, it can be said that organisation has been effectively focusing on enhancing customer satisfaction while adhering with sustainability.

Brand Audit

A brand audit is a systematic examination of a brand's current position in the market compared to its competitors. In this report, the brand audit of Primark assesses key elements such as brand positioning, target audience, value proposition, and marketing strategies to evaluate the overall strength and effectiveness of the brand.

Brand positioning

Brand positioning refers to the unique value that brands present to their customers; it is important of companies to focus on this area (Ahmed et al, 2023). It supports in gaining the attention of customers along with enhancing interaction. Primark's brand positioning complies with its reputation for providing trendy fashion at affordable price; the brand has successfully positioned themselves as discount retailer and providing access to consumers so they can buy latest style at affordable prices. Furthermore, company is keen about sustainability a practice which is further contributing in their brand positioning (Bonilla-Quijada and Olmo-Arriaga, 2024). Thus, it can be said that Primark has maintained effective image in the market and this is supporting company in terms of attracting wider customer segment.Through this Brand Analysis and Competitive Positioning of Primark, it becomes evident that affordability and sustainability play a central role in shaping customer perception.

Target Audience

Target audience concerned with specific segment of customers that have been approached by organisation. Statistical estimation has shown that Primark approaches 37.29% male and 62.71% females’ segment (Primark, 2024). The company is targeting demographic and behavioural segmentation; the organisation is focusing on those individuals who are keen about latest fashion trends and likes to try varied fashionable clothes. The fashion-conscious consumers are approached by Primark and their attention has been gained for shaping their purchasing power. In demographic segmentation the company is targeting young adults including male and female aged between 14-40 years. Furthermore, company provides products at affordable price therefore. people with low-middle and high income are approached by company (Collin-Lachaud and Do Vale, 2024). Furthermore, organisation provides children clothing and therefore parents are also targeted by Primark. By ensuring quality in products; attention of customers have been gained and their purchasing power is shaped. This supports in increasing sales of Primark while approaching wider customer base.

Moreover, organisation has been targeting behavioural segmentation and under this emphasis is made on those customers who are passionate about fashionable and sustainable clothing. Primark has adopted effective social media marketing strategy and organisation is approaching customers over social media platform (Izdihar and Dhakirah, 2024). The suggestions are given to consumers on the basis of their preferences and this is supporting in developing a sense of belongingness in customers and further contributing in shaping their purchasing power to greater extent. Henceforth, this can be said that Primark has effectively focused on targeting the audience by considering their needs and preferences (Izdihar and Dhakirah, 2024). Consistent interaction with targeted audience at social media platform has been implemented and this is supporting organisation in terms of enhancing their image within market and attracting greater customer segment.

Marketing Techniques of Primark

In the current time, Primark has switched towards digital marketing techniques with the aim of covering wider target market. In this context, various SMM techniques have been used that aids in attracting customer within fewer cost. Firm is having more than 500 influencer which work towards creating awareness regarding new product and services. Tik Tok and Instagram are most widely used Social media platform in which attractive videos and reels are shared by the organization (Digital marketing of Primark. 2024). Further, SEO has also used which help target marketing in easily connecting with firm and aids in enhancing overall sales. Moreover, Search engine ranking, Customer lifetime and website traffic are various KPIs on which marketing efficiency in evaluated.

Brand Promise

Primark upholds the values, morals and ethics that lead to gain the attention of customers. The commitment of Primark concerned with making clothes from recycled and sustainability sources materials by 2030 (Primark, 2024). The aim is to reduce carbon emission and protecting environment. Organisation is keen about performing environmental responsibility along with considering the needs and preferences of customers. There are different types of fashionable clothes provided to customers at affordable prices and this is leading to gain their attention. In this manner, organisation has been performing their social responsibilities. Moreover, organisation is focusing on charity and raising awareness regarding sustainability fashion that is underpinning their corporate social responsibilities towards society (Jestratijevic, Uanhoro and Rana, 2024). Hence, there is no doubt in stating that company is focusing on ethical morals which are pivotal to be followed by business.

By focusing on this area organisation has gained the attention of customers and implemented a competitive positioning in the market. Primark focuses on supporting each stakeholder by considering their needs and this is further enhancing the image of organisation in market (Jones, 2024). The analysis is depicting that Primark proves to be effective in keeping brand promises and enhancing satisfaction of customers.

Ansoff Matrix of Primark

Ansoff is the strategic planning framework which aids organization in deciding the type of strategies and policies that should be used for the growth. There are four crucial market strategies that used by Primark which is stated below:

• Market Penetration: Primark is able to increase its sales from the existing customers which aids in enhancing the overall profitability. In this context, organization is emphasising over utilizing sales promotion, competitive pricing strategy and initiating multichannel advertisement (Ologunebi, 2023). In this context, Primark has introduced loyalty card which motivate customer to repurchase and thereby result into increasing overall sales.
• Product development: In this stage, firm is concentrating over introducing new product in the existing market which aids in enhancing overall sales. This strategy aims at fulfilling diverse need of existing customer which helps in managing their overall stability (Ansoff Matrix of Primark, 2024). Firm has effectively undertaken this strategy as it has introduced apparel, bags, shoes, accessories and other fashion stuff along with clothes which aids in fulfilling customer's needs.
• Market development: It is another stage in which firm introduces their existing product into new market which aids in enhancing its market reach. The firm has already presented in eleven countries and recently expanded its operations within Spanish market. This indicates adequate market development strategies which aids organization in sustaining its presence in wider market area (Wang, 2023). Along with this, organization should establish its stores in India and China as there is large number of cost-conscious citizens which aids in enhancing the overall sales.
• Diversification: These steps include introducing new product into new market which will help in successfully entering into new industry. In this regard, Primark has introduced beauty & home product and expanded its operations in the new countries which help in attracting more customers.

For the overall growth of Primark, company should opt for diversification strategies which aids in enhancing its overall profitability position. This strategy helps in mitigating risk by establishing presence in the wider industry and also aids in enhancing overall profits. In this regard, Primark should offer food, snacks, juices, coffees and sandwiches in its stores.

Brand perception

Brand perception refers to how customers view a brand based on their experiences, beliefs, and overall impressions. In the case of Primark, perception is largely shaped by its affordable pricing, trendy product offerings, and growing focus on sustainability, which together influence customer trust, loyalty, and brand equity.

Customer based brand equity model (CBBE):

It is one of the most effective models that define impact of brand success on overall perception and attitude of brand. There are four crucial level of CBBE model which is defined below to identify the overall position of Primark:

• Level 1 Brand identity: This stage defines how customer looks at the brand and distinguishes it from others. In this context, Primark has been associated with a brand that offers trendy and variety of clothes at affordable price (Izdihar and Dhakirah, 2024). It is majorly situated at shopping locations and emphasises over in store-selling which aids in providing an adequate customer experience. Moreover, customer expects that wide variety of cut price product will be available at one place that helps in differentiating it from other competitors.
• Level 2 Brand meaning: After becoming aware of the brand, customers are indulging in determining the overall features, reliability, durability and price of the product. The firm is focused on brining new innovation in the home product and clothes which aids in fulfilling their overall demand (Customer based brand equity model of Primark, 2024). Further, Primark is involved in offering wide variety of product for the children, women, new born babies and men's at diverse prices which help in attracting customer of different income classes. Moreover, company offers stylish and trendy clothes that help in attracting youth of the country.
• Level 3 Brand responses: This stage of model includes two crucial parts that is feeling and judgments. Firm is able to satisfy needs and preference of diverse customer which aids in enhancing overall creditability (Collin-Lachaud et al, 2024). Further, company is involved towards offering luxury and high quality goods and services in market which support in gaining customer's trust. Moreover, Primark is able to develop value by offering trendy and fashionable clothes to customers.
• Level 4 Brand Resonance: It is last stage of model that determine attachment and intensity of customer towards the brand. Firm is able to develop customer's loyalty by offering goods at lower prices than competitors. Moreover, company offers diverse product such as clothes, beauty product and home product that fulfil customer's diverse needs at the same place.

Competitor Analysis

Competitive analysis examines the strengths and weaknesses of key rivals to understand a company’s market position. In Primark’s case, competitors like Zara, H&M, and Marks & Spencer influence pricing, product strategy, and customer expectations. By analyzing these competitors, Primark can identify opportunities to differentiate itself, improve its offerings, and maintain a competitive advantage in the fast fashion industry. For identifying overall competitive edge of Primark, Porter's five force analysis has been initiated below:

• Rivalry amongst the existing players: There are large number of competitors of Primark that include Zara, Shein, ASOS and H&M which require organization to regularly introduce new strategies for managing the overall competitiveness (Martin, 2025).
• Bargaining power of Buyers: Due to the large number of competitors, buyers are having huge number of alternatives which increases overall bargaining power of the customers (Porter's five force, 2024).
• Bargaining Power of Suppliers: There is large number of suppliers available in retail industry which reduces their overall bargaining power.
• Threat of New Entrants: It has been identified that there is less number of legislation and regulation which ensures easy entry of the new company (Tricahyaningtyas, Livani and Natakoesoemah, 2023).
• Threat of substitute product: There is huge threat of substitute product due to the availability of the number of firms which provide similar quality goods.

Below are three the most crucial competitors of Primark (Competitor of Primark. 2024):

Brand Analysis

VRIO analysis: It is acronym used to determine Value, resource, Inimitable and organization which is the strategic tool that is used for analysing resources, identifying strategic advantages and competitive of the firm (Wang, 2023). It is the in-depth VRIO analysis of Primark which help in identifying all the strength and weakness of the organization. Moreover, in orders to analyse strategic gap for Primark VRIO analysis has been initiated below:

Brand Analysis and Competitive Positioning of Primark Case Study

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• Valuable: The firm is regularly involved towards sustainable activities which help in creating positive image within the industry. Moreover, business goals and objective are aligning with CSR strategies that facilitate development of effective image within the industry. Along with this, Primark is having highly efficient distribution system that ensures timely supply of product and services. Further, Primark is focused on regular innovation which helps in reducing the operational cost and also supports in navigating the environment threat. On the critical point of view, Primark is majorly concentrated over selling its product through the retail stores which create issue in attracting the larger market areas (VRIO analysis of Primark, 2024). After Covid, firm has started establishing its online presence but unable to provide effective experiences to customer. This has resulted in making firm more vulnerable to shift in consumer preferences that create issues in managing stability in highly competitive environment.
• Rare: Primark is having global presence which allows organization to expand its customer base and also assists in earning huge amount of revenue. Moreover, global presence helps organization in gaining international recognition and cultural exposure which is aids in sustaining long term stability within the industry. Along with this, entity is having rare organizational culture that emphasises over problem solving and innovation which aids in sustaining competitiveness within the industry. Besides this, due to the global presence Primark has adopted localization approach in its marketing which helps in effectively adapting to consumer needs of diverse country (Zanjirani Farahani, Asgari and Van Wassenhove, 2022). However, organizations have faced criticism for unethical practices and unsustainable approach due to fast fashion model. Moreover, organization is not having adequate animal welfare policies, failure to provide adequate rights to workers that eventually impacts the overall reputation and welfare of organization. Primark is highly vulnerable to supply chain disruption due to relying on international market for sourcing raw material at lower prices. This dependency result in facing risk related to trade traffic, geopolitical issue, and delay in shipment and fluctuation in cost.
• Inimitable: Primark offers high and consistent quality goods due to which firm record huge number of repeat purchase. It is inimitable resources as process of maintaining quality within affordable cost could not be copied by others. Further, company establishes its outlets at highly accessible places that aids in attracting the large number of customers. Beside this, Primark has integrated technology in its operation which assists in minimize cost thereby offering product at competitive pricing (Ruiz-Fernández et al, 2021). Lastly, organization is involved towards offering holistic experience to customer by engaging with them through multiple touch points and social media leading to repeat purchase. On the contrary point of view, due to lower prices customer perceives that organization is unable to offer high quality goods which negatively impact on the mindset of potential customers.
• Organization: Company is financial stable which helps in undertaking the large number of merger and acquisition that assists in sustaining competitive edge. Moreover, entity is focused on automation that aids in managing overall efficiency in the diverse business processes. Besides this, Primark offers various on and off the job training session for employees which aids in successfully fulfilling desired job responsibilities (Siddiqui, and Marciniak, 2023). This training also assists in developing all the required skills and competencies within workers that result in successfully attaining organization's goals and objective. Moreover, firm is unable to integrate latest technology and hire highly experienced employee due to lower cost which creates obstacle in offering optimum product and services to customers.

From the above in-depth analysis of VRIO, it has been identified that firm is not effectively aligning with the changing dynamic environment which creates issue in sustaining long term stability within market. It has been identified that firm needs to expand its business on ecommerce platform and diversify its operations in new industry which will help in attracting larger target market that support in enhancing overall financial position of the company.

Recommendation And Future Development

Based on the analysis of Primark's brand audit, positioning, and competitive environment, it is recommended that the company further expand its digital presence and e-commerce operations. Enhancing online platforms, adopting advanced technology for supply chain management, and leveraging social media marketing will help Primark reach a wider audience, improve customer experience, and strengthen brand loyalty. Additionally, diversifying into complementary product lines, such as food and beverages in stores, could attract new customer segments and support long-term growth.

Areas of improvement

After critically evaluating all the aspect related to Primark's brand image, position, strengths, weaknesses and competitive edge, there are various areas in which firm need to change its strategies which are as follows:

• Firm should focus on expanding its operation on e-commerce platform which aids in providing optimum experience to the customers. Under this, organization should develop its website through which customer could easily get access to the firm's product (Murtarelli et al, 2023). Along with this, Primark should establish social media presence by which customer could easily clarify their doubts result in maintaining overall loyalty.
• Moreover, organization should adapt to latest technology which aids in offering high quality product to customers and ultimately result into equate perception of low quality. Further, Technology will also help organization in easily predicting demand based on which supply chain could be effectively managed.
• Along with this, digital marketing techniques should be used such as SMM, SEO and influencer marketing which helps in attracting the large number of customers (Boutsen, and Vandierendonck, 2024). This strategy will help in reducing overall marketing cost of organization which assists in offering goods and services at lower rate.

Action Plan

On the basis of firm's in-depth analysis, it has suggested that Primark should offer food in its stores which will help in fulfilling the needs of wider target market. This will help in attracting youth of the country and also aids in attaining the needs of shoppers. Below is the marketing strategy that should be used by Primark for diversifying into food industry:

• Traditional marketing: Primark should use Television for creating awareness regarding firm’ new services (Goworek et al, 2020). Further, hoarding should be utilized which showcase product and services of company and aids in capturing attention of passerby.
• Digital marketing: Primark should emphasis over utilizing Social media marketing, influencer marketing and email marketing which will help in creating awareness within wider target market (Zhang, Zhang and Zhou, 2021). Email marketing should be used to share information with existing customers whereas Social media and influencer marketing will help in attracting new customers.

Conclusion

By summing up the report, it has identified that Primark is perceives as company for offering trendy clothes at reasonable cost. The firm is aiming at attracting both males and female between age group of 14-40 years. Overall, the Brand Analysis and Competitive Positioning of Primark highlights the effectiveness of the company's branding strategies in a highly competitive fashion market. Along with this, Primark upholds morals, ethics and sustainability while offering product. Moreover, firm should use diversifying strategies which will help in entering into new market and support in enhancing overall sales. Zara, H&M and M&S are biggest competitors of Primark. Organization is having global presence, high reputation, offer high quality goods and adequate financial stability.

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