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

1. Para ver esta película, debe
disponer de QuickTime™ y de
un descompresor .

2. Introduction
Primark 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.
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .
Para ver esta película, debe
disponer de QuickTime™ y de
un descompresor .

3. Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .
Strenghts Weakness
oLongstanding 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”
oPerception
oPre-conceived negative perceptions
of quality

4. Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .
Opportunities Threats
oEuropean 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

5. 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
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

6. 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.
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

7. FGI
Participants (demographics):
8 participants
o 5 males and 3 females
o 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 Characteristics
23 open-ended questions
o 8 pre concept board and commercial
o 15 post concept board and commercial
Key measures
o brand perception
o purchase intention
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

8. Survey
Primark
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

9. Results Survey
Before Concept test
Primark
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

10. Results Survey
Before Concept test
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

11. Results Survey
After Concept test
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

12. Results Survey
Before Concept test
Primark
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

13. Results Survey
After Concept test
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

14. Results Survey
Before Concept test
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

15. Results Survey
After the concept board
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

16. Results Survey
After Concept test
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

17. Results Survey
After Concept test
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

18. Results Survey
After Concept test
Primark
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

19. Results Survey
After Concept test
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

20. Results Survey
After Concept test
Primark
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

21. Results Survey
After Concept test
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

22. Results Survey
After Concept test
Primark
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

23. Conclusions 1/2
Key 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.
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .
Word-of-mouth is a double-edged weapon that could positively promote
a brand or harm it for good.

24. Conclusions 2/2
The 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
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .
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.

25. Recommendations
Primark
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .

26. Thank you
Para ver es ta película,debe
dis poner de QuickTime™ yde
un desc ompresor .