ANALYSIS OF WHY PRIMARK DOES NOT RUN EXPENSIVEADVERTISEMENT 1 Abstract The research is focusing on the cause of why Primark not running expensive advertisement in the society. It noticed that the company purchase bulk amount of product direct from the suppliers and so they provided it to their customers in low price. As customers get qualitative product in low price from this company, they have a faith on this company and the company also able to create brand loyalty in the market. However, the main purpose of this research is to find out the reason behind why Primark not run expensive advertisement in the market and analysed the advertisement strategy of the company with link of this purpose. All the advertising models and theories have analysed to conduct this research properly. The researcher has chosen various research tools to analyse it properly. The deductive approach and post positivism philosophy has chosen by the researcher to make the analysis perfect. Primary data and secondary data have chosen to analyse the data properly. The research has conducted by maintain the ethics in it. The limitation and future scope of this research also analysed in this manner. 2 Acknowledgement This research is one of the best experiences in my life. This research work enriched my knowledge by various theories, models and its information. These all help me to analysis the existing research materials and upcoming challenges properly. This all is not possible without proper guidance of my teacher and colleagues. Their constant support and guidance help me to complete this research properly. First I like to thank my research supervisor _______________ for guiding me while conducting this research. I thanked to my friends whose moral support helps me to collect various data from the market. I also thanked to the organisational personnel who help me by providing all necessary information regarding the topic and assist me to complete this research. Thanking You Yours Sincerely ______________ 3 Table of Contents Chapter 1: Introduction............................................................................................................10 1.1. Introduction:......................................................................................................................10 1.2. Research Aim:...................................................................................................................10 1.3. Research Objectives:.........................................................................................................11 1.4. Research Questions:..........................................................................................................11 1.5. Background of the study:..................................................................................................11 1.6. Background of the Company:...........................................................................................12 1.6.1. Market Share:.................................................................................................................12 1.7. Problem Statement:...........................................................................................................14 1.8. Rationale of the study:......................................................................................................15 1.8.1. What is the research issue?.............................................................................................15 1.8.2. Why it is an issue:..........................................................................................................15 1.8.3. Why it is an issue now:..................................................................................................15 1.8.4. What could this research shed light on?.........................................................................15 1.9. Significance of the research:.............................................................................................16 1.10. Structure of the dissertation:...........................................................................................16 1.11. Summary:........................................................................................................................17 Chapter 2: Literature Review...................................................................................................18 2.1. Introduction:......................................................................................................................18 2.2. Conceptual Framework:....................................................................................................18 2.3. Previous research work:....................................................................................................19 2.4. Comparison between previous and existing research work:.............................................19 2.5. Various theories and models of adverting:........................................................................20 2.5.1. AIDA model of advertisement:......................................................................................20 2.5.2. DAGMAR model of advertisement:..............................................................................21 2.5.3. Marketing Mix model:...................................................................................................23 4 ..............................................8....10....41 3....................................11............10...........................................6......................................................2.... Method outline:........ Data Collection Process:........................7..2............ Comparison of different advertising strategies of different business companies:...42 5 .......40 3.........................................2................................. Advertising nature of different retail companies:.........5...7...................... Conclusion:..12.................7........................ Justification of choosing the philosophy: (Post positivism).....7........25 2....................................1............................. Factors influencing advertisement tools to modify product cost:......................32 2.....................35 3.................9.............................Primary and Secondary:................ Effect of advertisement ‘cost’ in product marketing:...........25 2...........6.........41 3........7.............................................2................ Population of the Sample:..................................................36 3.................................................................... Data Techniques............... Research Philosophy:.............................. Accessibility Issue:.......41 3.38 3..Qualitative and Quantitative:..5.................4.............................................33 2................................. Research Onion:..........................................1.................................... Ethical Consideration:................ Data Sources.........................27 2..........................31 2........................................ Research Design:..................................................38 3........... Market Share of Advertisement mediums in the market: (Third Step)....................3...........8......................................9......... Sample Size:.................................................. Justification of these theories:..1..................35 3....6.............4.....................5..........................30 2...... Introduction:......................................7.. Justification of choosing research approach: (Deductive Approach)..........................................1................. Sampling Technique:..................................................................................... Factors influence advertisement and product promotion:....................1....................41 3.............................................................37 3..................34 Chapter 3: Research Methodology..........39 3....................................11...........4........ Evaluate the advertising strategies to achieve the marketing goal:.....35 3.................................................................1........................ Justification of choosing the research design: (Descriptive)........39 3......................................36 3.29 2..............................................40 3................................................... Research approach:..............................................40 3.......................................................................................... .....................................................14......................................................................................................................................................................42 3............................................................... Time Horizon:...................................................................................................................... Summary:..................................................................74 Appendix 2:................................62 5................................1..44 4...................77 Qualitative Questionnaire for managers:........59 4................................42 3..........................................................................15................................................... Quantitative analysis: (For employees).............................................................65 5...................43 Chapter 4: Data Analysis and Presentation........................................................................................................ Objective Linking:..................................44 4..................................................4..........67 Reference Lists:.............2............................................................3..................................................................................................68 Appendix:...............62 5....................................................1......................................74 Appendix 1:..............................................................................................................................................................................2................ Conclusion:................... Summary:...... Research Limitation:.......................................... Future Scope of this research:...... Recommendation for the research:................................62 5........................................74 Survey Questionnaires for employees:...13.............. Qualitative analysis: (For managers).....................3....... Introduction:..........................................44 4..............4..................................61 Chapter 5: Conclusion and Recommendation........................................................................................................................................................................................3.............................77 6 ........................ ......................................................................................................................................29 Figure 8: Research Onion.....................................................................................................................................24 Figure 6: Advertising Nature of Retail Companies.......................................................................................16 Figure 2: Conceptual Framework..............................36 Figure 9: Research Philosophy........37 Figure 10: Research Approach........List of Figures Figure 1: Research Structure.................................................................................................................................................27 Figure 7: Steps of Product Promotion through Effective Advertisement............39 7 .............................................38 Figure 11: Research Design.......................................................................22 Figure 5: Marketing Mix Model.............................................................................................................20 Figure 4: DAGMAR Model of Advertising and Marketing..........................................................................................19 Figure 3: AIDA model of Advertising...................................................... ..........................................................................................................................49 Table 8: Advertisement and Marketing has an effective relationship............................46 Table 6: Factors help enhance the business of the company........................................................51 Table 9: Advertisement and Marketing relation help the firm to develop business...................................13 Table 2: Market Share of Advertisement mediums in market...............................................List of Tables Table 1: Market Share of Retail Companies.............48 Table 7: Respondents of effective advertisement develop the market nature...................................55 Table 12: Marketing strategies of Primark..54 Table 11: Low cost advertisement is able to identify customers need properly...58 8 ..........................52 Table 10: Low cost advertisement not affected the company’s business performance..29 Table 3: Gantt chart..........................................................................................................43 Table 4: Respondents aware about advertisement strategy of Primark......45 Table 5: Marketing tools influence Company to run low cost Advertisement.............57 Table 13: Marketing strategies help the company to beat its rivals................................................................................................ ...........51 Chart 8: Advertisement and Marketing relation help the firm to develop business........List of Charts Chart 1: Market Share of Retail Companies....................................46 Chart 5: Factors help enhance the business of the company...........13 Chart 2: Market Share of Advertisement mediums in market..............................................52 Chart 9: Low cost advertisement not affected the company’s business performance...58 9 ......................................................49 Chart 7: Advertisement and Marketing has an effective relationship..54 Chart 10: Low cost advertisement is able to identify customers need properly............................................45 Chart 4: Marketing tools influence Company to run low cost Advertisement....................48 Chart 6: Respondents of effective advertisement develop the market nature..........................................................................................................................................55 Chart 11: Marketing strategies of Primark..............................................57 Chart 12: Marketing strategies help the company to beat its rivals..................................30 Chart 3: Respondents aware about advertisement strategy of Primark........................ The company Primark has able to maintain this and get customers loyalty that helps them to develop their business in the contemporary market. reflect that. However. Now a day. the company Primark also choose the advertisement strategy in their product promotion.2.heart. Therefore. 10 . The researcher reflected that the company not spend too much money in their product advertisement.1. 2014). every company used marketing as an effective tool to promote the product in the market that helps to get customer’s attention. The researcher conducts this research to find out the reason behind it. Introduction: Primark is the popular fashion brand in UK retail sector. Hence. every company want to promote their goods through using effective advertisement in the society. It reflects the unique marketing strategy of Primark and also stated that technology is not the only way to develop the area of any business company (Pope. Primark is one of these companies. 1. 2012). the main aim of the researcher is to find out the reason behind not running expensive advertisement in Primark.org. 2010). King et al. Research Aim: Advertisement is the effective tool of marketing and therefore. assurance and brand value also have an effect in the contemporary position (Boone and Kurtz.Chapter 1: Introduction 1. Primark not spend so many money in adverting to promote product but still it sustain in the market with their reputed position. 2014). some company not depend only the advertisement as they think that word of mouth and quality is also the major tool in business expansion. It helps the company to develop their business and also enhance their area in this contemporary commercial ground (Adcock. The quality. advertisement is the main issue to promote product in the market. (2009) stated that. The researcher used all effective tools to explain the topic positively. The second largest clothing company (after Mark & Spencer) in the UK market and make their foremost position in US marketing sector by providing their qualitative goods to the customers (www. However. in this case. Background of the study: Advertising is a powerful tool in the contemporary market. The reason reflects that as the company mainly spread their business in the out of town area. therefore. all the business companies want to promote their product in the market by using this tool. they focused on the word of mouth marketing technique. The company also faced lots of challenges from its rivals like Zara. (2010) reflected that this technique reflects the 11 . Customers also get all necessary information through an effective advertisement in the market (Ulaga. and Tesco and so on. Mark & Spencer (M&S) is the prime rival of the company as it gain the top position in UK retail market (Woodruff. H&M. Fill and Hughes (2009) stated that the growing popularity of advertisement make the market competitive in nature. Primark is also the popular retail fashion mart in UK market sector. it is naturally that the both companies choose effective advertisement style to promote the product in the market.3. (2011) opined that it reflects the all possible way of enhancing business in the market. Coviello et al. it seems different that the company not choose the expensive advertisements in their product promotion. Primark want to get the position and therefore.4. Research Questions: The questions of the research are: What are the marketing tools of the Company? What is the relationship between adverting and marketing? What are the reasons behind promoting low cost advertisement in the market? What are the prime strategies of the company in product marketing? 1. 2009).1. In this situation. therefore.5. In case of Primark. The visual format and the creative nature of the advertisement can easily able to attract their customers towards the product. 2010). Research Objectives: The objectives of the research are: To identify the marketing tools of the Company To assess the relationship of advertisement and marketing To investigate the reason behind the promoting low cost advertisement To evaluate the strategies of advertising in product marketing 1. as the contemporary market nature getting very critical. Kozinet et al. 1.5% 3.6. Background of the Company: Primark is the popular fashion mart in UK market sector. 2014) The main company battled rival is of the Zara while it also with the British supermarket such as Mark & Spencer (M&S). It is stated by Ballantyne and Varey (2009) that the competition in market getting high in nature and therefore it is natural that every company want to develops their business by projecting unique advertisement in the market.2% Table 1: Market Share of Retail Companies (Source: Schulze et al.primark.2% 2.primark.com. The company started its journey in the year 1969 with the aim that ‘pile high and sell it cheap’ (www.com. The company has gained its popularity by providing customers qualitative products in low price. Undoubtedly this unique message of business helps the company to sustain easily and beat its rival’s ion the contemporary ground.3% 3. 2010).information has passed from person to person to aware about the recent incident in the society.1. Tesco and Asda.6. pp. It helps the company by attracting customers towards their product and increases their sell (Young and Javalgi. 2014). 1. (Source: www.2% 6. 2012. 30) 12 . The company Primark used it to share all necessary marketing information that easily accessible in all class of the society and aware them about the fashionable goods.7% 6% 2. Market Share: Company Mark & Spencer Primark H&M Asda 2011-2012 11.2% 2012-2013 11. (2009).primark. this strategy is helpful for the company to sustain in the market and also develop their business to beat its rivals (www.com. 50% H&M. if the company spend more money in advertisements. 10% Chart 1: Market Share of Retail Companies (Source: Schulze et al.Market Share of 2011-2012 Asda. 2014). As the company run its business in out of town area and promote low cost products in the market therefore. The market share reflects the top position of M&S in the market and then the position of Primark. Hence. 2012. It stated by Blattberg et al. it is not possible for them to provide low cost products in the market. H&M and Asda also the closest position in this market competition. Primark access low cost advertisement to promote the product in the market as it helps to fulfil its business objectives and also get customer’s attraction in the market. 14% Primark. Every company want to choose effective advertising tool in order to gain their market position and beat their 13 . 1. it is necessary for every company to develop their business in such way that beat the rivals in the market ground.7. 30) The market share of the retail companies in the contemporary ground reflects the competitive nature of business. 26% Mark & Spencer. pp. Problem Statement: Advertisement is getting more powerful in the contemporary market position. In this situation. Primark choose the low cost strategy to advertise the product in the contemporary market.1. What is the research issue? Now a day. 14 . but still it seems by the researcher that low cost advertisements not able to attract too much the urban people. Primark. the word of mouth technique assists the company to develop their business. The company Primark also has chosen the advertisement policy to promote the product. It provides people a trustworthy message from their system. but still the company has faced some problems regarding this advertisement aspect. Though the company has able to sustain in their position in the contemporary world. the largest retail clothing company in UK market has chosen advertising as an effective tool for their product marketing. This ethical issue also influenced customers to purchase product. it is necessary that despite of its advertisement. Rationale of the study: 1.8.8. The caused behind choosing advertisement is clear and also reflected its importance for being an issue. its brand loyalty affected customers to purchase the product. In this case. As the company criticised in child labour case. therefore. The company choose low cost advertisement to adjust cost of clothing’s they provided in the market. advertising get its position to promote product effectively in the market. However. Low cost advertisement not able to attract the urban customers of the society The bulk production creates ecological degradation of the country. 1. Effectiveness of advertisement in contemporary market is the main cause to become an issue. the company has chosen some strategies that help to develop their business.rivals. Though it seems as the unique concept of business marketing. in case of product advertisement. the other problems reflected that the ethical issues of the company. However. it is important for the company to concern on their ethical part. Huge amount of production increase labour cost The company criticised for using child labour in their textile production. As the company get the branded reputation in the market therefore. it is natural that every company choose effective advertisement style to promote the product. Late the company produces men’s wear. The company Primark produce many clothing’s for the people if UK and provided in low cost. If the company spend more money in advertisement then it is not possible for them to provide customers cheap product. As their product quality is good in nature and also provide then fashion sense in the market. The company a large amount of product direct from the suppliers. Why it is an issue now: In this research project.9.3. the product advertisement is became an issue to analyse. The unique strategy of marketing helps the company to develop the business and attract more customers to purchase the product.4. 1.8. It will help the researcher to get accurate idea about UK market nature and the performance of the company in this contemporary market. 15 . The company mainly produces woman’s wear to attract the female candidate first. The company offer it to their customers.8. Significance of the research: The study has focused on the low cost advertisement of the retail company Primark. Not only that.2. The company focused on lower middle class in the society and therefore. they don’t realize the necessity of expensive advertisement in the market. It can reflect as follows: The company produce bulk amount of material that reduce per amount of cost. 1. Shareholders are the key factors of effective marketing. Advertisement has played a vital role in the contemporary market and therefore. The company used this strategy to make their customers happy and identify their problems regarding the product. therefore. children clothing’s in their system. 1. it also help the company to know the demand and necessity of the customers. What could this research shed light on? The research has focused on the reason behind not choosing expensive advertisement in the contemporary market. Primark focus on face to face communication to develop the product advertisement to beat its rivals. the researcher has chosen the research the topic to analyse the reason behind low cost advertisement of Primark.1. Why it is an issue: Marketing is the important factor to enhance the business area of any company.8. It includes research aims. Structure of the dissertation: Introduction Literature review Research Methodology Data Analysis and Presentation Conclusion and Recommendation Figure 1: Research Structure (Source: As Created by author) 1. 1. Introduction: The chapter reflect the introduction of the research topic.5.10.10.10.1.1.10. Research Methodology: This chapter helps the researcher to make structure of the research work.4.10. The researcher also provided the rationale statement and problem statement to have a clear idea about the topic. 1. The literature review is the academic part of the research and helps the researcher to develop the research structure to explain it properly. Literature Review: This chapter includes various theories and models that have a relevant link with the research topic. Conclusion and Recommendations: In this chapter. Data analysis and Findings: This chapter analyse the raw data collected from various way and present it in order to provide the students a proper idea. the researcher has provided the concluding statement about the research topic.2. objectives. questions and background of the study. The researcher has linked it with the 16 .3. It concludes various philosophies. 1. 1. approaches and sample size that assist the researcher to develop the topic proper way.10. 17 .objectives and reflects the way to fulfil it in proper manner. The researcher reflected that company has used it by projecting their business aim positively in the market. Summary: This chapter reflect the cause and reason behind the advertisement of a company. Primark has chosen to analyse the effect of low cost advertisement in the contemporary market. Therefore it is possible for the company to promote product in low cost advertisement and attract their customers. The recommendation and future research scope also provided in this chapter. 1.11. In this research work. The contemporary market seems critical in nature as because of its growing competition (Taylor. Tikoo and Ebrahim (2010) stated that this part of research mainly deals with the secondary data collected by the researcher. The researcher has used the various advertisement tools to analyse the nature of marketing and its effect in customer’s mind (Putte. The various theories and models of literature review will help the researcher to make a link with the previous findings of the topic and provide a clear idea to the students about the current nature of market.Chapter 2: Literature Review 2. 2010). The researcher also tried to find out the factors and evaluate these in order to explain the proper strategies of marketing and in which way it helps the company to develop their business. Conceptual Framework: Previous Research Work Factors influencing Advertising and Product promotion Has link with Advertising Models AIDA DAGMAR Marketing Mix Create Influence Marketing Tools Affected Advertising Cost Marketing and Advertising Strategy Market Nature of Retail Companies Create 18 . It makes the qualitative analysis to provide the research work in a perfect shape. Literature review basically provides a proper guidance to make the research properly.2. Introduction: Literature review is the academic paper that helps the researcher to conduct the researcher project in a proper way.1. 2009). 2. the researcher wants to find out the reason behind choosing low cost advertisement in this contemporary market. As marketing and adverting is the vast issue in the society. 2. West and Prendergast (2009) commented that marketing is based on advertising while advertisement sustain on marketing concept. function and effect of advertising also analysed in the previous research work. Hence. Its positive and negative role also evaluates and criticised by the researcher. Various models and theories help the researcher to complete the 19 . In the journal of Advertising Effectiveness.4. Comparison between previous and existing research work: The previous research work has explained the role and effectiveness of advertising in product marketing. various researches have conducted to analyse the relation between marketing and advertisement in the contemporary scenario. the author reflected the function of advertisement in the contemporary worlds. In the journal ‘Sustainable Consumption: Activism. therefore many researchers have conducted to explain its effectiveness in this commercial ground. Basically the previous research work total analysis the role of product marketing while the researcher only focus in the effect of low cost advertising in any company.5. Previous research work: Marketing and advertisement has a co-relation in this contemporary world. Various theories and models of adverting: Theories and models of advertising help the researcher to get appropriate idea to conduct the research work properly. 2009). Through this analysis the researcher want to provide the effect of low cost advertisement in the contemporary market and its influence on customer’s product purchasing. The role. in the current research topic.Figure 2: Conceptual Framework (Source: As Created by Author) 2. Innovation and Brands’ the researcher has reflected the concept of branding and the development of the organisation based on this brand concept in the contemporary market (Macleod. the researcher has chosen the specific area of the advertisement that is the low cost advertisement to analysis the contemporary situation of market (Brenner. 2.3. 2009). In this context. In the interest stage the company can do it promoting attracting product features and key information 20 . the company can do this by providing targeted customers’ all necessary information about the product (Kim et al.academia. These four elements clearly reflect the path of getting the marketing goal by effective product promotion in the market. pp.1. interest. desire and action. 2. 2014).research based on previous models and provide a new idea to the people of the market. Attention Interest Desire A c ti o n Figure 3: AIDA model of Advertising (Source: Kim et al. it is necessary for the company to promote the product in such way that helps to develop their business area and het the attention of people in the market (www. AIDA model of advertisement: The AIDA model of advertising has based on four important elements that are attention. Therefore. However to analyse the topic properly. 2010). The company produce the materials in order to satisfy their customer’s needs and demands.5. Interest is the next step that reflects the product launching in the market and get customer’s attention to develop its business (Beck. 2010.edu. 2010). In the attention period. 2010). 1220) Hall and Rosenberg (2009) stated that attention reflects that the company that introduce new product in the market must take certain action in order to promote it effectively. especially AIDA and DAGMAR model is appropriate analyse and explain the topic properly in the contemporary situation (Mooiji. Desire is the positive effect of the product that emphasize on the customers demand regarding the material. This model also known as the hierarchy model of advertising. Berger (2013) supported this statement by reflecting the co-relation of marketing and advertising in the contemporary market. (2010) argued that marketing is the process that depends on product selling in the market while the advertising focused on customer’s movement in the contemporary market. DAGMAR model of advertisement: DAGMAR is the popular model of advertising that reflects Defining Advertising Goal for Measured Advertising Results.2.regarding the product. the necessity of customers and the positive function of the product that reflected in the market. Trusov et al. (2009) stated that the desire stage also help the company to identify customer’s need and demand and also work according to satisfy it properly. 2. Rutz et al. (2012) reflected that it will help the customers to aware about the product and pay their interest on it. Awareness (Targeted customer 1) Comprehension (Targeted customer 2) Conviction (Targeted customer 3) 21 Action . As Van-Heerde et al.5. The model has presented in the revise pyramid structure that projected the model properly and help the researcher to analyse it in a suitable form. According to Yang and Ghose (2010). the last stage (action) is the concentrating situation of customers as they are happy with the product and act to purchase it from the market. The last stage is the action that indicates customer’s action on product promotion ion the market. Through this model the researcher is able to explain the basic difference of advertising and marketing. In this stage. 532) Therefore. the DAGMAR model of advertising helps the researcher to get aware about the function of the company and its achievement thorough using proper advertisement. It reflects the existing nature of the company in order to product promotion and also provides a commercial message to the customers to attract their customers toward their business. 2014). 2010. comprehension. Wiesel et al. On the other hand the company must provide their high experience customers some attracting features that can get their attention and assist the company to perform in the market effectively.Figure 4: DAGMAR Model of Advertising and Marketing (Source: Eisend and Langner. 2011). conviction and action are main elements to explain the practical application of DAGMAR model in the contemporary market (www. pp. Awareness is the first stage of this model to aware people about the product that newly launched in the market.iccwbo.org. The projected model reflected that in awareness stage. (2011) commented that if the customers have low experience about the product then the awareness stage will help them to get all necessary information regarding this. Awareness. the company first attracted their targeted customer 1 and promotes or provide all necessary information to them (Rutz and Bucklin. 22 . 2. Comprehension is the knowledge about the product. Yoo (2011) reflected that its social application is very much effective in nature and it performs in the market with the help of AIDA model in the market. It also showed the path to get customer’s perception regarding the product. 23 . It indirectly helps the company to develop their business in contemporary market (Hirshleifer and Hirshleifer. in the action stage the company is able to promote the product in the market effectively as well as to develop their business and able to beat its competitors. Marketing Mix model: The marketing mix model is the practical model of marketing that provides the necessity of advertisement in the market.3. Conviction this step deals with the perception of customer’s regarding the product. Action is the last stage that indicates the company encourages the buyer to purchase the product immediately from the market. According to Komanduri et al. The customers always go through the company despite of its bad performance in the market or other else. Bhargava (2011) reflected that the customers also get aware about the product brand. It also reflects all effective marketing tools and its function to product promotion in this contemporary era (Brajnik and Gabrielli. The both models have the opportunity to promote the product in the market effectively. (2010) stated that in the conviction stage the company or the product hit on customers’ emotional aspect that indicate to purchase the product despite of its negativity or positivity. Comparing to the developed market in the society. now the marketing mix has seven tools that totally describe the process of advertisement and its effect in market. if the customer is familiar with any airline company then the customer has an emotional attachment with the company’s performance and activities. Ling et al. For example. 2009). 2010). In the DAGMAR model.5. (2010). company logo in this stage. it reflected that the comprehensive stage indicate the customer 2 means the knowledge or information regarding the product has transferred from customer to customers in the society. The DAGMAR model of advertising is the perfect to analyse and explain the function of advertisement in the contemporary market and also its effect in marketing goods. 987) Product is the first tool of marketing. 2011).networkadvertising. Breuer et al. It leads them to purchase the product from the market (Adair. (2011) reflected that price is the necessary element of the marketing mix. 24 . 2014). The company is never able to promote the product without having a proper place. The advertisement delivers all necessary information in the market and therefore. pp. Promotion needs proper timing. If the company promote the qualitative product in a high price rate then it is not affordable for many of the customers of the society. In this context.Product Physical Environm ent People Price Marketi ng Mix Process Place Promotion Figure 5: Marketing Mix Model (Source: Brajnik and Gabrielli. Place is another necessary marketing tool. On the other hand if the cost of the product is affordable for customers then it will increase customer’s attention and developed the business (www. and place in the market. Yang and Ghose (2010) commented that advertisement is the necessary tool to promote any product in the contemporary market. customers can aware about the new product and its function. Customers attracted towards the company by judging its product and its quality. 2010.org. It is not possible for the company to promote the product without having a proper place. org. 2014). For example. Justification of these theories: After analysing all the theories of advertising and marketing it seems that cost and place are two necessary elements for effective marketing. Therefore. Berger (2013) stated that if the company is unable to promote the product in proper time then this space will captured by any other company in the same market. If the political background is perfect then it seems as positive for the company to marketing the product. it can conclude that the company must focus upon their advertising policy as well as the product cost in this contemporary era. Physical environment reflect the political and economical background of the company. before analysing the nature of retail advertising properly. if the company produce low price clothing’s in their system then the place must be the urban and rural area of the country. It suggested this way because the price rate indicates that the company’s targeted customers must be lower middle class to upper class. However. Advertisement is the process that help the company to promote the product by maintain its cost in proper place. it is necessary for the company to maintain the proper promote the product in proper time and space that able to catch company’s targeted audience (www. it is necessary to explain the concept of sales promotion first and make its link to the advertisement. Advertisement helps the customers to take action regarding the product that suitable with their socio-economic background. Therefore. sales promotion is the media or non-media marketing in a specific time and space.6. it is natural that the company definitely choose the seasonal time to product promotion. 2.4. The company produce product according to their demand and needs. People are the customers or the targeted customers of the company. Proper time and space is necessary for an effective marketing because it helps the researcher to find their proper customers from the same market place.5. Therefore. 2. According to Mooiji (2010). 25 . Advertising nature of different retail companies: The advertising nature of retail companies mainly deals with the sales promotion of the product and its advertising cost. Process means the technique of the product marketing in this contemporary ground.creativeskillset. It depends upon the promotional aspect of the product. networkadvertising. Innovative Idea Affected Quality Sales Promotion Advertising Cost Service Figure 6: Advertising Nature of Retail Companies (Source: Putte. As the concept of sales promotion reflects that it is the media or non-media marketing. Sales promotion is the process through which the company can able to promote its product effectively in the market.Advertisement is another effective medium to reflect the strategy and objectives of the company positively in the market. These three essential elements help in product’s growth and its sustainability in the market.org. Taylor (2010) described advertisement as such a tool that increase product’s sustainability and also motivate customer’s to purchase the product from the market. it can easily concluded that the effective advertisement is essential to endorse a product in the contemporary market (www. Hall and Rosenberg (2009) argued that advertisement provide necessary information about the product to the customers and its colourful creativity undoubtedly attract customers to see the ad. In this aspect. 2009. pp. service and price. therefore. perceived it and at last influenced by it to purchase the commercial good form the market. despite all these arguments. 26 . 2014). 670) However. sales promotion has a link with the advertisement strategy in the contemporary market. Beck (2010) opposed it by stating customers are not so passive in nature as they purchase product depends on its quality. According to Adair (2011) product advertisement helps to spread the idea and necessary information in the contemporary market. while advertising. Advertisement reflects the necessary information regarding the product to the customers while the promotion of the product gets people aware about the material and its function in their social lives (Wiesel et al. The factors can analysed in three steps that reflect a clear path to promote the product in the market an effective way. if the company used expensive advertisement in the product promotion then they not able to provide their customer’s qualitative product in the low price that indicate to downturn the business (Macleod. the cost of per unit product gets high. it is not affordable for all customers in the society and the company unable to spread its business in the market (West and Prendergast. it can stated that the advertisement policy is totally depends on the mission and objectives of the company. Therefore. direct marketing based on the first step of product promotion. the product character and its quality determine the budget allocation of the company. consumer references. Hence. Factors influence advertisement and product promotion: Product promotion has a link with the advertisement of the product in the contemporary market. If the company has high profile in the market and targeted customers are the upper class people in the society. sales promoting. It noticed by Putte (2009) that somehow the company spend more money in their product advertisement. the advertisement cost undoubtedly get high in nature while it cost low in order to capture the total economic class in the society. First step Budget allocation: Budget allocation reflects the reach and frequency of the product. availability of media. 2. 2011). In this situation. Stage of product life cycle: The stage of product life cycle also affected the product promotion and its advertisement in the market. Some factors influence in product promotion that has a link with the advertisement. 2009). In this context. Reach reflects the total number of people while the frequency indicates the targeted customers from the total number of people (Yoo. 2009).Advertisement cost is the essential part in this product promotion. stage of product life cycle. The first step reflect the budget allocation. According to Rutz and Buckli (2011). Therefore. 2011). type of product. therefore. if the initial stage of product indicates to allocate a huge amount of money for its effective 27 .7. Basically the second step of product promotion and its advertisement pointed to choose media in own choice of the company. For example some people are familiar with TV advertisement while some people think print media advertisement is reliable for product purchasing (Trusov et al. The all elements mentioned in the first stage have an effect in the advertisement and sales promotion of the company (Komanduri et al. It helps the customers to understand the product in the contemporary aspect (Ling et al. (2011) stated that customer’s preference in media selection is also the necessary part of product promotion in the market. the convenience goods does not need such high promotional activities customers are very much familiar with it.promotion. It provides all necessary information in the market by passing the information to people to people. In case of technical product. Consumer preference of media: Breuer et al. 2009). professional promotion has needed to provide all necessary information about the product to the customers. Some company give importance upon the direct marketing that is popularly known as the word to mouth marketing (Breuer et al. Therefore. 2010). On the other hand. if the product is in the growth or matured stage then the budget allocation may vary according to its demand and necessities in the market. On the other hand. 2011). 2010). it is necessary for the company to promote product according to characteristics of product and its function in the market. Budget allocation Stage of product life cycle Types of product Consumer preference of media Advertising Sales promotion Direct Marketing 28 Print Television Radio Online . Types of product: Different types of product need different kinds of promotional advertisement in the market. sales promotion and direct marketing. Now the trend of online advertising also has an impact in customers mind. Second Step The first step determine the second step that includes advertising. 1. 2009. 188) Different Advertising Mediums 70% 60% 2010 50% 2011 40% 2012 30% 2013 20% 10% 0% Print Television Radio Online Chart 2: Market Share of Advertisement mediums in market (Source: Macleod. pp. 2009. pp. 188) The market share of the advertisements channels reflect that online medium has their own position to attract people in their system by providing all effective information in the market. Beck (2010) reflected that the growing popularity of online advertisement indicates the trend of online shopping in the contemporary world. The television advertisement and print advertisement is in the next stage of the online advertisement. 2009.Figure 7: Steps of Product Promotion through Effective Advertisement (Source: Brenner.7. Therefore. it is necessary 29 . pp. 30) 2. Market Share of Advertisement mediums in the market: (Third Step) Options Print Television Radio Online 2010 25% 37% 7% 11% 2011 27% 46% 30% 50% 2012 30% 50% 35% 60% 2013 43% 57% 40% 65% Table 2: Market Share of Advertisement mediums in market (Source: Macleod. mit. 2014). it can compare with the previous research work in the contemporary market. As stated by Yang and Ghose (2010) if the company want to provide their customers qualitative product in low price then the company must not spend more money to advertise the product as it increase the per unit of product cost that is not affordable for the customers. The previous research work reflects the relation between marketing and advertisement that affect the cost of the product. it is also analysed that the advertisement cost has its effect in the contemporary market and it also has the capability to attract customers by projecting effective advertisement in the market (Brajnik and Gabrielli.7. In this research topic. According to Tikoo and Ebrahim (2010). the technical advertisement of product helps the customers to understand the product features and its function in the contemporary ground. In case of high cost advertisement. The previous research work makes an overall analysis on the marketing and advertisement topic whereas the existing research topic analysed a part of the market. On the other hand.web. The total explanation is able to provide a clear idea to the student about the market and its contemporary position.web. low cost advertisement emphasised on direct marketing or word to mouth marketing. In this situation. In this context. Therefore. effect of advertisement cost in product marketing has analysed. it reflected that technical products need it as it provide to the customers about the necessary information to them.mit. the marketers focus on the direct marketing technique that provide all necessary information regarding the product or the company to the customers directly and received their feedback in order to develop their business or the product. 2. It varies from product to product as it depends on company’s performance. 2010). In case of direct marketing the company depends on local preferences and tastes of customers and they produce things according to fulfil their mind and make them happy. Effect of advertisement ‘cost’ in product marketing: As the advertisement and its effect in market has described in the research topic. 2014). it can conclude that not only company’s 30 .edu.for every company to determine their advertising strategy in such way that attracts more customers in online market and achieve the global market (www.edu.2. product quality and brand image of the company (www. The both print and TV has chosen because these both advertising tools has the popularity and accessibility in the market. Definitely. 2014). It is clear that advertisement and product promotion has a link in this competitive era. One is the effect and other is the process. (2009) reflected that the popular mediums have chosen by the marketers to introduce it. the company must use the print and TV advertisement to promote the product. In this context. if the company produce frozen foods in the market then its targeted customer’s must be the total population of the country. Therefore. online and print advertisement to promote it effectively.org. Budget allocation. In its decline stage the amount of money also decrease normally. but also the product quality and its advertisement strategy affect the price of the material in this commercial era. Advertisement affected customers to purchase the product whereas the product promotion is the process that reflect the suitable advertisement medium to promote it (www. However. the advertisement tools and advertise cost affected the price of the product because the company divided the total amount of advertisement cost among the production that increase per unit of product cost in the market and the company is able to make profit from it (Wiesel et al. If the company has huge amount of money then it is natural that the company will choose the TV. According to Rutz and Buckli (2011). 2011).iccwbo. Trusov et al. stage of product life cycle and customer’s preference in choosing media are the main factors that help to describe the company members to select a way in their product launching. In this situation.8. Total amount of advertisement cost 31 = Total Amount of Product Per Unit Product Cost . this analysed emphasised that both factors and advertisement tools determine the product cost. these factors influenced the marketers to select an effective media to advertise the product in the contemporary business ground. the stage of the product is also necessary of the product is in the introductory stage then the company must afford large amount of money to promote it. the factors are the budget of the company and the stage of the product. Factors influencing advertisement tools to modify product cost: Factors that influence product marketing has analysed previously in this topic. For example. 2.performance. mainly the cottage industries choose the print. If the company want to promote in the global market then they can choose the online medium but it will increase the product cost. retail companies and corporations. The radio advertisement also used in this case. Mainly handloom products are made in this industry to develop the economical background of the country. 2010). 2. Advertisement strategy of Small scale industry: The small scale industry in the market also emphasised on the local taste and preferences of people. they focus on to produce handloom products in order to satisfy people by providing them all types of local products. It noticed that small scale industry has the power to catch the local idea and modified it by innovative style to promote it in the global market (Brajnik and Gabrielli. small scale business industry. it can stated that the company needed a powerful marketing strategy that help to advertise their goods effectively in market as well as provide it in the low price to its customers. if the company want to provide the product in low cost to achieve their targeted customers. therefore. radio and TV advertisement in their product promotion. So.9. In this case. Advertisement strategy of Cottage industry: Cottage industry is the small scale industry that mainly focuses on the local preferences of the people. various nature of business companies appeared in the market to spread their commercial idea to the customers and make profit from the market. The creative nature reflects in the small 32 .In this situation. Van-Heerde et al. Yoo (2011) argued the industry chooses the local mediums like local print and television to advertise it. Mainly four types of business companies has popular in the market like cottage industry. the company not spend more money in advertisement because it will increase the cost of per unit product in the market and not affordable middle class people in the society. Therefore. (2011) commented that cottage industry has the local taste and therefore. Comparison of different advertising strategies of different business companies: In today’s modern business world. Naturally the advertisement strategy of these different industries must different in nature and it will help them to promote their material in their own way. The online media is easily accessible form. In case of retail market. In this situation. The advertisement of these products is able to provide all necessary information to their customers and the innovative ideas of advertisement influence them to purchase it from the market. As this topic mainly deals with the retail company and its advertisement strategy therefore. The main differentiation between retail and corporation that while one is conducting their business on brand oriented the other is conducted it in product basis.scale business houses and therefore. 2009). they give more importance in their product advertisement (Bhargava. Advertisement strategy of Corporations: Corporations are mainly deals with the product marketing. Advertisement strategy of retail companies: Retail market is the vast area. anywhere in the world and it will help the company to reach to the international market. the product cost remain low in nature. Customers are very much aware about it and they also 33 . 2011). 2. Eisend and Langner (2010) stated the retail company mainly focus on their company brand name that had an effect in this market. they choose the online medium especially to market their goods. it is natural that to go through this topic and analyse the retail advertising strategy to provide an appropriate idea to the students of this society. Evaluate the advertising strategies to achieve the marketing goal: After analysing all the advertisement strategies of different business organisation in the contemporary market. Therefore. (2010) investigated that it affected the cost of the product and also the advertisement strategy of the products. Online advertising policy is suitable with small scale market industry and therefore the business personnel can use it with TV advertisement and print advertisement. the company name and its brand value is prime to attract customers and spread their business in the contemporary world. (2010) stated as the retail companies purchase bulk amount of product from their suppliers therefore.10. Kim et al. Ling et al. it can state that the main motive of all these business houses is to gain the market position by satisfying their customers perfectly (Brenner. the retail companies mainly focus on their brand promotion rather than the product. They not spend more money in advertising as their product already got the brand reputation. influence by a particular brand in the society. It is the scientific method that explains the every components of the study clear and appropriately. The main issue is the high range advertisement increase the product cost in the market and for this reason the company is not able to reach the whole class in the society. Low advertisement cost helps the company to determine per unit of product cost cheap in the market (Berger. 2. the company need to plan proper strategy to promote the product effectively in the market. Therefore. It assists the researcher to conduct the researcher in some following steps. 2013). The every steps of the research provide an idea to the researcher to conduct it in proper way. 34 . In this situation. It helps the company to provide qualitative product in low price to the customers and enhance the business easily in this ground. The proper designing of the research work helps the students to get an accurate idea from it (Yin. Chapter 3: Research Methodology 3. This unique strategy will help the company to achieve the marketing goal and gain the foremost position in the market. it is the main duty of the company to plan an advertisement that helps the company to increase their business area and also provide the qualitative product in low price. The company not spend so much money in the product advertisement as they already gain their brand reputation from the market. the companies purchase the bulk amount of product from their suppliers and sell it in their own houses. Introduction: Research Methodology is the process that helps the researcher to design and structured the research work properly. It is advantageous for both the company and the customers in the market. Marketing and advertisement has a link with each other and these both assist the company to develop its business.11. Conclusion: The entire discussion reflects the marketing objectives and proper advertisement strategy to that reflect the progress of the business houses in the contemporary ground. The quality and brand name is the main factors that affected and influence customers to access the good from the market easily.1. Therefore. 2014). Method outline: The researcher has completed the research in a systemic way and to conduct it properly. primary and secondary data also choose by the researcher to analyse in the quantitative and qualitative manner. the post-positivism states the psychological aspect of the research. (2009). The every layer of research onion unfolds the process of conducting research in an appropriate way. Deductive approach has selected to analyse existing research based on previous theories and models. Gast and Ledford (2014) reflected that the philosophy helps the researcher to acquire knowledge from the market while the deductive approach helps the researcher to conduct it by comparing it to the previous theories and models. Quantitative and qualitative analysis include in this research methodology chapter (Fowler. the researcher has choose the research philosophy to analyse the knowledge and idea properly. However. According to Bergh and Ketchen (2009). In this research topic. the researcher has selected the post-positivism research philosophy in order to cross check the previous knowledge and applied it to analyse the existing research properly. 3. The first layer deals with the philosophical manner that reflects the importance of the research and makes its link with the previous theories and models. The researcher has chosen the descriptive research design to analyse it properly.In this topic ‘Why Primark does not run expensive advertisement’. research philosophy. 3. 2009). Research Onion: According to Saunders et al.2. research onion is the process that helps the researcher to analyse the total research work appropriately. deductive approach and descriptive research design has chosen by the researcher.3. 35 . The researcher has presented the quantitative data in the Excel sheet and the qualitative data in Microsoft word to explain it properly in the society. It allows the researcher to collect data from the market according to analyse the view of people and company management respectively. 4. 52) It has a link with the second layer that indicates the research approaches.epistemology. Third are the research strategies that reflect about the process of conducting research while it is experimental or it is a case study. pp. It assist the researcher to make a theoretical outcome form it by explain the collected data from the society. The epistemology deals with the knowledge while the axiology and phenomenology reflect the facts and ethics regarding the research. Innermost layer indicate the primary step of data collection process. information and facts. Research Philosophy: Research philosophy is basically the mind map of the research. Research philosophy comes from the epistemology paradigm that contains positivism. interpretivism and realism.Figure 8: Research Onion (Source: Saunders et al. 3. 36 . axiology and phenomenology (Creswell. The philosophy helps the researcher to conduct it is basis of knowledge. Basically the research philosophy based on research paradigms that are. 2009). 2009. pp. With the help of AIDA model. 2010. Post positivism is the part of [positivism philosophy that helps the researcher to cross check the all facts and compared it to the previous study in order to provide a clear idea to the society 3.Post Positivism Positivism Realism Interpretivism Figure 9: Research Philosophy (Source: Roschelle et al. Post-positivism derived from the positivism research philosophy that help the researcher to cross check all the facts and make a critical comparison with its previous research work.1.4. 37 . It helps the researcher to think advanced and analysed the facts properly in the contemporary era. The post positivism research philosophy stated the psychological aspect of the research and able to describe the basic facts in the society. 840) Roschelle et al. the post positivism philosophy will help the researcher to find out the proper idea about the research. Justification of choosing the philosophy: (Post positivism) The researcher has chosen the post positivism research philosophy to analyse it properly. (2010) reflected that positivism deals with the philosophical aspect of the study while the realism and interpritivism reflect the facts and ethics of it. the deductive research approach helps the researcher to analyse it by comparing it to the previous theory.5.inductive and deductive. The deductive approach helps the researcher to conduct it based on previous theories and models.1. In case of inductive research. These all theories help the researcher to explain it in the short period of time and also reflect an appropriate idea to the society.tc. As stated by Jeanty and Hibel (2011) the inductive research approach is the long term strategy. On the other hand. Justification of choosing research approach: (Deductive Approach) In this research topic. 38 . 2011.edu.umn.3. the researcher has chosen the deductive approach to analyse it appropriately. 640) Research Approach is basically two types. pp. the researcher first complete the topic and then plan a model or theory based on this topic that able to justify it in proper way. Marketing mix and so on. In the research ‘why Primark does not run expensive advertisement’ contain the various advertisement models like AIDA. Research approach: Researc h Approa ch Inductiv Deducti e ve Approa Approa ch ch Figure 10: Research Approach (Source: Jeanty and Hibel.5. The deductive research approach is the short term process that reflects the previous theories and assists the researcher to conduct it based on these theories. On the other hand inductive approach indicate the researcher to plan and build certain models and theories according to fulfil the research objectives (www. DAGMAR. 2014). 3. The exploratory research design has used for the long term research project. 39 .6.exploratory. 2011. It reflect a proper guideline to conduct the research in a manner able way.6. The exploratory research design has a linked with the inductive research approach that helps the researcher to conduct the research in long term process (Toloie-Eshlaghy et al. 130) Research design is the structural process that presents a proper design of the research work. Research Design: Research Design Explorato Explanat Descripti ry ory ve Figure 11: Research Design (Source: Toloie-Eshlaghy et al. The descriptive research design is able to analyse all data in its philosophical manner. Research design is three types. this descriptive design assist the researcher to explain it in a proper way. pp.1. 2011). 3. As the aim of this research is to find out the reason behind running low cost advertisement through investigate the tools and factors. explanatory and descriptive. The explanatory research design explains the total process while the descriptive research design is able to describe the research structure properly in the society.3. The research design helps the researcher to fulfil the research objectives while structured it properly. Justification of choosing the research design: (Descriptive) The researcher has chosen the descriptive research design in order to analyse the research work properly. 2009). The primary data has collected through surveying to the people of the company. The researcher is also able to explain the reason of not using expensive advertisement in product promotion from it (www. On the other hand.one is the primary data and other is the secondary data.Primary and Secondary: Data are basically two types. their statement will help the researcher to find out appropriate logic behind on running low cost in product advertisement.org. newspapers and so on.fundacaoitausocial.2. Data Techniques. After collecting the data from the market.one is the primary and another is the secondary. journals. The quantitative analysis helps the researcher to get the idea of the employees of the company in running low cost advertisement in the contemporary market. websites. the secondary data has collected through different blogs. the researcher analysed it by quantitative analysis while the secondary data has explained by the qualitative analysis by the researcher. the researcher has analysed these data according to its character.7.1. The researcher can choose the primary data through survey to the employees of the company (Brannen.3. On the other hand. 3. journals. Employees are the base of the company and therefore. It will help the researcher to get accurate idea of the performance of chosen company.Qualitative and Quantitative: Researcher analysed the collected data from in its quantitative and qualitative basis. Data Collection Process: Data means the information collected by the researcher through survey or the interview process of the employees and managers of the company. Data Sources. 2014). the company website is the main secondary sources to the researcher to get accurate information from it. The researcher has chosen the company Primark in order to explain the advertising strategy of it and investigating the reason of promoting low cost advertisement in this commercial 40 . It will help the researcher to get accurate structure of the current nature of market. In case of primary data. the researcher can collect the secondary data from different blogs. and websites. In the case study of Primark. Pon (2009) reflected that data are mainly two types.7.7. 3. Cameron (2009) stated that the qualitative analysis will help the researcher to present all necessary information in the market regarding the relation between advertisement and marketing and its effect in market. The sampling technique helps the researcher investigate thoroughly the market nature and get accurate data to find out the solution.probability sample has chosen to explain the data collected from the managers of the company. while conducting the research.edu. The researcher has collected quantitative data through survey of the employees and qualitative data by interviewing to the mangers of Primark. 3.11. In this research work. Sample Size: The researcher can structure the research topic on basis of the sample size. The researcher has chosen specific mangers of the company to get accurate idea to conduct the research project properly in the market.du. Accessibility Issue: The research project contains various tools. Sampling Technique: Sample is basically two types. These all help the researcher to analysed and structure the research work appropriately.ground. information’s and used various models of advertisement. the researcher applies this sampling technique to choose employees of the company.8.9. non. However. the population is the total number of employees and managers in UK sector of the retail company Primark. 41 . Population of the Sample: Population indicate the direct or indirect involvement of people to conduct the research work properly. On the other hands. 3. The probability sample helps the researcher to choose sample randomly from the market. At least 50 employees and 5 managers of the company Primark has chosen by the researcher. The quantitative data has presented in the Excel sheet while the researcher choose the Microsoft Word to analyse the present the qualitative information regarding this topic.one is the probability and other is the non-probability. 2014). Here. 3. The researcher can choose the employees of the company by own choice to analyse the data properly (www. it is not possible for the researcher to access the all information regarding Primark and its advertisement. 3.10. 13. it is not possible to spend lots of money to access more information from the market.14. researcher does not able to reach all of the managers of Primark store to get all information that help to judge reason behind run low cost advertisement. As the researcher is the student therefore. 3. 3. practises and values. it has its own reputation and place in this commercial era. Time Horizon: Main activities/ stages Select the topic Data Collection (Secondary Sources) Week Week Week 1 2 3 4 5 Layout Creation Literature Review 42 Week Week Week Wee 6 k7 . Participant response: The researcher accepts the voluntary participation of people in the data collection process. The researcher must maintain the social norms and values in order to fulfil the research objectives. These are the research limitation and despite all these limitations the researcher has able to present it in appropriate form in the market as well as in the society. The researcher not forced any people to participate in the data collection process and provide their view regarding the topic. It is unethical to justify the data that has analysed in the research project.12.Primark is the branded company in UK market and therefore. The time limitation of this project is also a major cause. The data collected by the researcher must accurate in nature. Ethical Consideration: Research based on social norms. 3. Data Application: The researcher must avoid any type of commercial data. In this situation. Despite all of this the researcher not able to access all information while collecting data from the market as people are not cooperating in all time. Research Limitation: The limitation of this research arises due to lack of money and time constraint. Summary: The research methodology helps the researcher to follow a proper guideline about it. 43 . The limitations.Form the Research Plan Select the Appropriate Research Technique Data Collection (Primary) Analyse and Interpret the data Data Findings Conclusion of the Research Forming Rough Draft Final Work Submission Table 3: Gantt chart (Source: As Created by Author) 3. the researcher has able to complete and analyse all the information that gathered from the market.15. ethical consideration and accessible issues also described in this methodology chapter. The research methodology chapter reflects a guideline to fulfil the objectives of the research properly. Through its every step. On the other hand. the qualitative and quantitative data has analysed by the researcher to provide the market an appropriate idea that derived from the research. The researcher has selected the Excel sheet to explain the quantitative data in its graphical presentation and analyse it properly.2. the qualitative data has analysed based on interview questions to the managers of the company. Introduction: In this chapter. 4. Quantitative analysis: (For employees) Q1. The researcher has chosen 5 managers of different store of the company and presents the explanation in the Microsoft word file. The researcher chooses the employees as they able to provide all necessary information regarding the advertisement of the company in the market. 100 employees of Primark from its different store have chosen and only 50 employees have filled up the survey sheet properly. It reflects the way to fulfil the research objectives and provide a clear idea to the students in the society. Do you people aware about Primark’s advertisement strategy? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Response 30 6 2 9 3 Total respondents 50 50 50 50 50 44 Response percentage 60% 12% 4% 18% 6% .Chapter 4: Data Analysis and Presentation 4.1. The researcher has collected the data through surveying to the employees of the Primark. It helps the firm to develop the business in the contemporary ground and also able to identify the preferences of their employees. it is natural that the employees of Primark aware about the advertisement strategy of the company. It indirectly helps the firm to analyse the customers’ needs and demands in the market. Therefore. The negative view reflects not participating employees 45 .Table 4: Respondents aware about advertisement strategy of Primark Advertisement strategy of Primark Response percentage 60% 12% Strongly Believe Believe 18% 4% Neutral 6% Disbelieve Strongly Disbelieve Chart 3: Respondents aware about advertisement strategy of Primark Findings: Primark is the popular fashion mart in UK sectors. The company is able to produce materials according to fulfil the demand and needs of the customers. in these findings it reflects that almost 70% employees agreed with the view that they are all aware about the advertisement strategy of Primark. 4% of employees remain silent in their stance while almost 25% employees go up against the view. Therefore. It possible as they not want to bothered with the social activities of the company. Though it is totally the management decision that in which process the company will promote the product but now in the modern business world. Analysis: Employees are the key resources of any company. the management of the company allows their employees to participate in the strategic planning. Do you agree the marketing tools influence the company to run low cost advertisement? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Response 20 10 5 7 8 Total respondents 50 50 50 50 50 Response percentage 40% 20% 10% 14% 16% Table 5: Marketing tools influence Company to run low cost Advertisement Marketing tools influence Company to run low cost Advertisement Axis Title 40% 35% 30% 25% 20% 15% 10% 5% 0% Response percentage Axis Title Chart 4: Marketing tools influence Company to run low cost Advertisement Findings: In this view.in the firm. Q2. it noticed that 60% employees supported that the marketing tools used by the company influence to run low cost advertisement on the market and get benefit from it. 46 . marketing tool is not the only way to develop the business as the brand name of the company already established in the market. Therefore. According to their view. it is natural that if the employees are aware about the advertising concepts and strategy of the company it helps the firm to develop the business according to their employee’s performance and fulfil customer’s needs accordingly. 10% employees remain silent in their stance while 30% of employees disbelieved it. The DAGMAR model of advertising is appropriate to analysis and justifies this view properly. It also help the company to identify the key factors provide all necessary information about people’s preferable media in the contemporary society and their function to capture it for their product promotion. Q3. the commercial message of the company first aware the customers and then influence them in such way that they take action to purchase the product from the market. How far you agree these factors are able to enhance the business of the company? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Response 16 9 7 8 10 Total respondents 50 50 50 50 50 47 Response percentage 32% 18% 14% 16% 20% . According to this model. Therefore. In this context. the marketing tools help the company to promote the objectives positively in the market and get the foremost position in this commercial ground. It also assists the company to promote the product effectively despite of its advertisement cost and others. according to fulfil customers’ needs and demand.Analysis: Marketing helps the firm to develop the business in the contemporary ground and perform. the marketing tools help the company or the business organisation to act effectively in the market and fulfil the marketing objectives. sales promotion and cost of the product and so on. Analysis: Marketing helps the company to enhance the business in the contemporary ground and make profit from it. 14% employee remains silent in their stance and at least 30% employee disbelieved the view. if the company is able to use the marketing tool in order to gain the market position then it is natural that the company positively develop the business in the contemporary ground. The key concepts of marketing mix reflect that 48 . The marketing mix model is appropriate to analyse this view properly. In this situation. Despite of advertising cost.Table 6: Factors help enhance the business of the company Advertisement Factrors of the Company 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 9% 10% 59% 23% Chart 5: Factors help enhance the business of the company Findings: 32% employees of Primark agree with the view on which 18% employees strongly agreed this. The negative view focused upon the brand name of the company while positive view reflects the marketing strategy of the company. it can influence customers to purchase it from market. if the product has its quality to satisfy people and provide the best service then. It is possible through an effective advertisement in the market. Basically the marketing factors are the product promotion. The marketing strategies reflects that the function of the firm and achievement through promoting effective market strategies. promotion.product. place. physical environment and others factors help the product to run positively in the market. It noticed by these employees that customers more depend on direct marketing rather than believe on advertising of the product. Therefore. Q4. then it definitely develops its business in contemporary ground. Do you agree effective advertisement develop the market nature? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Response 26 8 4 6 6 Total respondents 50 50 50 50 50 Response percentage 52% 16% 8% 12% 12% Table 7: Respondents of effective advertisement develop the market nature Effective Advertisement develop the Market Nature 60% 50% 40% 30% Response percentage 20% 10% 0% Chart 6: Respondents of effective advertisement develop the market nature Findings: Almost 60% employees supported that effective advertisement will help the firm to develop the business in this contemporary sector. it also natural that if the company is able to maintain all these during the product promotion. 49 . 24% employees resisted the view as they think that the advertisement is not the way to promote the product effectively in the market. it is natural that if the company make or create innovative advertisement in its system then it will help their business growth. Do you support that advertisement and marketing has an effective relationship? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Response 20 12 2 9 7 Total respondents 50 50 50 50 50 50 Response percentage 40% 24% 4% 18% 14% . this view analysed about the role of advertisement to develop the growth of the company.Analysis: Advertisement is the strategy that helps the firm to promote the product in the market and make profit from it. On the other hand. According to AIDA model of advertising. this visual image attracts customers to watch the product and take necessary information from it. Therefore. Then show their interest and create a desire to purchase the product and ultimately take the action to purchase it from the market. Q5. In this context. it also helps the firm to develop their business in the contemporary market ground. It influence customers and inspire them to be attached with them. The innovative idea reflected through and effective advertisement helps the company also to promote their culture and ethics. Advertisement plays an effective role in this contemporary era to develop the business of any firm. It has the capability to attract people and provide all necessary information regarding the material. However. Marketing is the business of the product that contains some strategy. Through an effective advertisement the marketers can provide all necessary information to the customers’ and the customers also get their 51 . objectives and projected it in the contemporary ground to achieve it properly.Table 8: Advertisement and Marketing has an effective relationship Relationship of Advertisement and Marketing Strongly Believe Believe Disbelieve Strongly Disbelieve Neutral 14% 40% 18% 4% 24% Chart 7: Advertisement and Marketing has an effective relationship Findings: At least 60% employees supported this view that opposed by 30% of employees in the market. Only 4% employees keep silent to provide their knowledge regarding this question. Advertisement is the tool that assists the marketers to promote the market their product effectively in this contemporary ground. Marketing is the process that occurs through an effective advertisement. The positive feedback reflects that advertising and marketing has an effective relationship that opposed by the others. Analysis: Advertisement and marketing both have a co-relation in this market. According to them. in this case. it is natural that the company need some tools that help to develop or promote their business in the commercial ground. One is the process and other is the way that shows how to achieve the market goal by projecting effective idea and objectives in the market. preferable products by acquiring the information from the advertisements. Therefore, it can conclude that the marketing and advertisement has a relation to develop the business of a firm. If a firm is able to promote the marketing strategy effectively by using a proper advertisement then it definitely grasps its targeted customers’ in this sector and beat its rivals as well. Q6. How far you agree this relation help the firm to fulfil their business goals? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Response 20 10 4 8 8 Total respondents 50 50 50 50 50 Response percentage 40% 20% 8% 16% 16% Table 9: Advertisement and Marketing relation help the firm to develop business Advertisement and Marketing relation help to develop business Axis Title 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Chart 8: Advertisement and Marketing relation help the firm to develop business Findings: In this view majority of employees provide their positive impact that reflects that effective advertisement and marketing strategy help the company to develop the business and beat its rivals. 32% employees go to against this view as they think that performance of the firm, product quality are also the necessary component to develop the business of any firm. 52 Analysis: The business goal of a firm is made up with the marketing objectives. Any firm in the market first make their business goal and then plan their marketing strategy to achieve the goals properly from the market. It reflected that if the firm is not able to judge the contemporary marketing environment properly then it will become as hindrance to fruitful the marketing goals in the market. Therefore, it is necessary for the firm to analyse and judge the market nature first and then plan proper marketing strategies that help to achieve the business goals. Advertising is one of the key marketing strategy that reflect the way to the company to act according to achieve the market goal. Marketing mix model and DAGMAR model are appropriate to justify and analyse it properly in contemporary market basis. Advertisement projects all these elements in the contemporary situation and attracts customers to purchase it from the market positively. It naturally develops the market of the company and helps them to achieve the business goal. Q7. How far you agree low cost advertisement not affected company’s market position? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Response 25 9 2 6 8 Total respondents 50 50 50 50 50 53 Response percentage 50% 18% 4% 12% 16% Table 10: Low cost advertisement not affected the company’s business performance Low cost advertisement in Company’s business performance 50% Response percentage 18% 4% 12% 16% Chart 9: Low cost advertisement not affected the company’s business performance Findings: 50% employees support the view while 18% strongly support this. 4% remain silent in their stance and almost 25% people disbelieved that low cost advertisement not affected the business performance of the firm. The positive view reflect that the company must focus on the direct marketing technique and satisfaction of their customers’ needs and demand while other believe that high cost advertisement has the ability to perform well and attract more customers to purchase the product. Analysis: Advertisement cost is another issue for the marketers as it reflect the attraction of people in this contemporary era. It noticed that if the company is able to promote their product effectively in the market, therefore, they need proper advertisement for their product promotion. In this situation, it is necessary for the company to plan a proper advertisement for their business development. Technologically rich advertisement has the ability to attract customers’ towards the product but it does not mean that low cost advertisement has no effect in this contemporary ground. Low cost advertisement also has a big impact on consumers’ mind. In fact low cost 54 advertisement has the capability to attract customers to purchase the product from the contemporary ground and also able to identify their needs. It focuses on direct marketing or word to mouth marketing that help the company to directly know about customer’s preferences and their tastes. The direct marketing has the capability to make their customers happy and satisfied by providing them qualitative product. Q8. Do you believe low cost advertisement is able to identify customers need properly? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Response 18 8 5 10 9 Total respondents 50 50 50 50 50 Response percentage 36% 16% 10% 20% 18% Table 11: Low cost advertisement is able to identify customers need properly Low cost advertisement to identify customers need properly Strongly Believe 18% 36% Believe Neutral 20% Disbelieve 10% Strongly Disbelieve 16% Chart 10: Low cost advertisement is able to identify customers need properly Findings: It reflected that 52% employees of the company believed that low cost advertisement is able to identify customer’s preferences and needs as it focus on the direct marketing. On the other hand, the 38% employees strongly disagree the view as they focus on high cost advertisement in the contemporary market. 55 Therefore. Do you aware about the marketing strategies of Primark? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Response 16 8 4 8 14 Total respondents 50 50 50 50 50 56 Response percentage 32% 16% 8% 16% 28% . Therefore. It also helpful for the business organisation as it helps them to provide their goods in low price by maintain its quality. It has a link with Social Network analysis theories as it helps the company to deliver their business message to the all ground of the society and all classes of the people. to reach the total sector in the market. In low cost advertisement. the company is able to access the raw materials direct from the suppliers and then sell it to the customers in low price. it is natural that low cost advertisement is able to identify the needs of customer properly. Direct marketing means commercial message pass from people to people. In case of high profitable advertisement. it is not easily accessible by the lower class people in the society. Q9.Analysis: Low cost advertisement focus on direct advertisement or word to mouth marketing. it is necessary for the company to focus on the direct marketing that helps them to deliver their business message to the all classes of the society and develop the growth of their production. Definitely it helps the company to identify the needs and demands of their customer’s directly from the market. Marketing strategy helps the company to achieve the business goal and also develop their position in the contemporary market. The company give emphasize on the social relationship of people and therefore. Analysis: Marketing strategy is the best policy for a company to develop the business properly in the contemporary sector. it noticed in the market that the company is able to promote the brand value to the customers. If the company is able to promote their effective marketing strategy in the market then it will lead them towards the foremost position in the market. In case of direct marketing. The marketing strategy of Primark reflects to provide their customers qualitative product in low price. It reflects that the company focus on direct marketing. Almost 30% employees opposed it as they focus on the customer’s loyalty and product quality. the company purchase raw material directly from their suppliers and 57 .Table 12: Marketing strategies of Primark Marketing strategies of Primark 35% 30% 25% 20% 15% Axis Title 10% 5% 0% Chart 11: Marketing strategies of Primark Findings: 32% employee’s strongly agreed the view on which 16% employee just believe it that marketing strategy of Primark is effective in nature and therefore. it is natural that it will help the company to plan the marketing strategy according to suitable with the direct marketing. 16% employee goes to against this view on which 8% employee strongly disbelieve it. It reflects that not only the marketing strategy but also the product quality. 58 . How far you agree these strategies help the company to beat its rivals? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Response 22 12 4 8 4 Total respondents 50 50 50 50 50 Response percentage 44% 24% 8% 16% 8% Table 13: Marketing strategies help the company to beat its rivals Marketing strategies help the company to beat its rivals Axis Title 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Chart 12: Marketing strategies help the company to beat its rivals Findings: 24% employee believe it and 44% employee strongly believe the view that focus on the statement marketing strategies of company help to beat its rivals in the contemporary position. Q10. That’s why the customers can able to get qualitative product in their affordable price. Undoubtedly this unique strategy helps the company to develop their business in the contemporary market and create the brand loyalty among their customers.sell it to the customers in low price. company’s assurance and performance influence the customers to influence by the product. it is noticed that the company is able to 59 . If the company focus on high cost advertisement then it increase per unit product cost and therefore. The marketing tool helps the company to make difference from its other competitors in the market and therefore. The brand reputation of the company thus created in this way. In this situation. In this case. Therefore. It is the aim every company to plan their strategy in such way that help to make difference from others and provide a unique idea to the class of the people.3. the company is able create its brand image positively in the market.Analysis: The company can differ itself by the strategy and marketing objectives in the contemporary ground. It reflects that if the company is able to promote their proper marketing strategy in the market then it will help the company to develop their business in the contemporary ground of marketing. Marketing mix model is helpful for the company to analyse the strategy properly. However. the company is able to identify the basic needs and demands of people and act according to fulfil it properly. the company focus on the direct marketing technique. In case of Primark. What are the main marketing tools of Primark? Primark mainly used the direct marketing concept in the contemporary society to access and fulfil the demand and needs of their customers’. Qualitative analysis: (For managers) Q1. The company purchase bulk amount of material from the suppliers and sell it to the market in low price. In this way. 4. Q2. to maintain their assurance to the customers and it make the company loyal in nature. it is not possible for the company to provide their customers qualitative product in low price. it is the duty of the company to make their marketing strategy unique and effective in nature. the company planned a certain strategy in their system to capture the market position and make their brand name among the customers. The marketing tools differentiate the company from other organisations and their objectives. the company is able to make their customers happy and satisfied. Do you agree these tools help the company to expand its business? The marketing tools help the company to promote their products effectively in the contemporary ground. Therefore. As the company gain their brand value in the market by providing their customers qualitative product in low price. 60 . Q4. It also noticed that these marketing strategies able to fulfil in this contemporary ground by creating proper advertisement on it. f the company run expensive advertisement the product cost will increase and the company also lost their targeted customers in the market. the direct marketing tool is applicable in this situation to identify the needs of customers’ and act according to satisfied their demands. It is possible for the company as they purchase bulk amount of goods direct from the suppliers and then sell it to their customers. Does the company able to make powerful relation between marketing and advertisement? The company promote their business objective through implementing powerful marketing strategy in the market. It helps the people to access all of this information through effective advertisement and inspired to purchase the product from the market. If the company spend more money in order to advertise their product effectively in the market then it increases per amount of product cost. Proper advertisement is helpful for the marketers as it reflect all kinds of necessary information to the customers regarding the product. Undoubtedly it will help the company to expand their business in the contemporary ground and make profit from it. What is the main reason of the company to run low cost advertisement in market? The company provide customers qualitative clothing’s in low price. it cost low in nature. The proper advertisement strategy also helps the company to develop the business in this contemporary ground. it is possible for them to create the brand reputation in the market. therefore. as the main motive of the company is to promote their customers qualitative product in affordable price. However. therefore. In this context. it reflects that the company is able to make a powerful relation between marketing and advertising in the contemporary ground and also make profit from it.expand its business effectively in the contemporary ground. it is not possible for the company to provide their customers’ qualitative product in low price. These unique strategies also help the company to sustain in the market and beat its competitors. Q3. The company is able to satisfy their customers in this social context and therefore. Therefore. therefore. it reflected that their marketing strategy help them to satisfy their customers and develop their business in the contemporary ground. it reflected that the researcher has able to fulfil the findings of previous research work in this chapter and able to make a link between them. to fulfil these marketing objectives in this commercial era. the company plan their marketing strategy that helps them to fulfil it properly. The previous research work deals with the effectiveness of advertising on the contemporary market and its influence regarding changing the behaviour of customers. DAGMAR and analysed this in the quantitative context. Summary: In this chapter. The management decision and discussion also help the researcher ton analysed the collected secondary data properly. the company maintain the price and quality of their products. Therefore. 4. Customers are also happy with the product service of the company. the researcher is able to prove the impact of advertisement by projecting the theories AIDA. As the company already gain their branded market reputation. Do the marketing strategies help the company to make it properly? The marketing objective of the company is ‘pile high and sell it cheap’.Q5. 61 . Therefore.4. In this research work. The company purchase raw materials in bulk amount directly from the suppliers and sell it to the customers. it does not matter that while the company run expensive advertisement in their product promotion or not. data analysis and findings. The brand image and loyalty makes the people get attach with the company and get their services. In this way. it is possible for the company to identify the major needs and demands of customers properly.2. 5. The researcher reflects that the company give importance on direct marketing in the market and therefore. Conclusion: The research work reflect the cause and effect of advertisement is the market and in this order. In this research. the researcher proves that the retail company Primark not run expensive advertisement in their system otherwise they will not able to provide qualitative product in the market. the researcher is able to fulfil these research objectives properly. The direct marketing concept helps the company to give importance on 62 . The researcher used various tools. it explained in detail that the company assure to its employees to provide qualitative product in low cost. These marketing tools are helpful for the company as it develop its business and able to access people’s demand and need properly. design to fulfil these objectives properly. Throughout the analysis. 2 and 3 of quantitative analysis and 1 and 2 of the qualitative analysis. it also try to find out the cause and reason behind why Primark not running expensive advertisement in the market. In the data analysis process. Ultimately. The business strategy of the company has planned this way to fulfil these market objectives. In this research work. Therefore. approaches. Objective Linking: Objective 1: To identify the marketing tools of the Company The researcher wants to identify the marketing tools of the company. The company now get their top position and able to beat its rivals in the contemporary sector.1. The research work reflects that the company used their proper marketing tool to promote their product effectively in the market. it is the duty of the company to maintain it in order to promote their brand loyalty among the customers and get the foremost position in the market. the researcher has linked this objective with primary data question 1. the researcher also able to fulfil the all research objectives that made to find out the cause and effect behind the advertisement cost.Chapter 5: Conclusion and Recommendation 5. The reason of not running expensive advertisement also clear through analyse the market objectives of the company. it is necessary for the company to use these both tools in such a way that seems helpful for their business growth. However these models help the researcher to choose the deductive approach of research and analysis it in the postpositivism philosophical manner in order to provide an accurate idea to the people of the society. Advertising and marketing has co-relation in the contemporary world. It is not possible in such a smooth way if the company not commercialise their business message properly in the market by using a proper advertisement 63 .the public’s preferences in a particular product. 5 and 6 of quantitative analysis and 3 of the qualitative analysis. the company is able to pass their business message to the all class in the society. Therefore. It increase the per unit product cost that make a hindrance to the growth of the company. it is the duty of the company management to promote their product in such way that helps them to deliver their business message all the customers in the society. Their function has great demand in this contemporary marketing sector. Through this marketing technique. Thus the customer of the company is able to get qualitative product in low price. In this research work. The company mainly purchase bulk amount of goods directly from the suppliers and then sell it in low cost to their customers. It helps the company to advertise their product in the market effectively and provide a commercial message to their customers through it. Objective 2: To assess the relationship of advertisement and marketing The researcher wants to assess the relationship of advertisement and marketing. The marketing and advertisement both help the company to promote their product and also develop their business in this sector in a perfect way. Therefore. the company want to provide their customers qualitative product in low price. the researcher has linked this objective with primary data question 4. the company should keep focus on their product marketing and keep the assurance that they form to commercialise their material in the market. The AIDA and DAGMAR model of advertising help the researcher to fulfil these objectives properly by analysing it. Marketing Mix model helps the researcher to analyse and fulfil the marketing objectives properly. Marketing is the process to commercialise the product in market while advertisement helps the company to commercialise it by providing the customers a commercial message. In case of Primark. As the company Primark is focus mainly to rural class area of the market. therefore. expensive advertisement is not appropriate to promote their products in the market. In this case. The brand loyalty of the company is able to create the faith on customers mind. The company Primark has taken 64 . The company provide their customers qualitative product in low cost. then create their interest in and make a desire on the product. As the company provided their customers cheap products. Objective 3: To investigate the reason behind the promoting low cost advertisement The researcher here wants to investigate the reason behind the promoting low cost advertisement in the market. DAGMAR model of advertising reflects the relation between marketing and advertisement in this contemporary ground. therefore. The AIDA model helps the researcher to analyse the every components of the company properly in the market. In this research work. However. It reflects the company first attract their customers. The quantitative data analysis and qualitative ones also placed as the supportive document for this analysis. Objective 4: To evaluate the strategies of advertising in product marketing The researcher wants to evaluate the strategies of advertising in product marketing. In this research work.tool. in this case it is noticed that the low cost advertisement does not hampers company’s reputation in the contemporary market. the researcher has linked this objective with primary data question 9 and 10 of quantitative analysis and 4 of the qualitative analysis. it is not possible for the company to provide materials in cheap price. Ultimately the company is able to influence their customers to take action for purchasing the product from the market ground. The company use directs marketing technique to sell their product effectively in the market and thus they develop their business area properly in this competitive ground. In this context. through these models and analysis. the researcher is able to fulfil the research objectives properly. customer has faith in it. the company select low cost advertisement in their product promotion. It reflects the way to attract people and influence then by projecting the commercial data to them. As the company already get their brand reputation. The AIDA and DAGMAR model of advertisement helps the researcher to fulfil it in a proper way. the researcher has linked this objective with primary data question 7 and 8 of quantitative analysis and 3 of the qualitative analysis. However. therefore. The low cost advertisement help the company to maintain per unit product cost low and sell it to their customers properly. If the company run high cost advertisement then it increase per unit of product cost and therefore. Second. In this contemporary world. now a day the company has faced some challenges from their competitors like Asda. Third point reflected that the company focuses on employee satisfaction. the company is able to do all these things and this is the marketing strategy of the company that proved in this objective linking. It can analyse by some steps. the each point reflects the reason behind to choose the direct marketing technique of the company Primark. So the company will lose their targeted customers and also the position in the market. they choose the low cost advertisement in their product 65 .the mainly promote their product for the rural people of the country. I this situation some recommendations have provided to overcome the negative barriers of the company and also beat its competitors in the market.3. However. The first reason reflects that if the company focus on high cost advertisement then it will affected their product cost and they are unable to provide their customers qualitative goods in low price. 5. Therefore. first. Recommendation for the research: The research focused on the importance of advertising strategy of the company. Third. Second point reflected that the company mainly promote their product for the rural class people of the society. it is necessary for the company to provide importance on the need and necessities of the customers. It reflect that the company is able to promote their product in the market effectively and therefore they able to gain the foremost position in the market. Zara. The all models have explained in the literature review chapter give the path to the researcher to analysis it properly. Therefore. However. The company mainly focus on the direct marketing strategy to commercialise their product in the market. Tesco and all. Therefore. it is necessary to give importance in their necessities despite of providing importance on luxury.the company provide qualitative products in cheap price.some strategies that help them to promote their product effectively in the market and create brand loyalty on their customers. Problem 1: Low cost advertisement not able to attract the urban customers of the society Analysis of this problem: The Company run low cost advertisement to attract mainly rural people in the society.the company has emphasised on customer’s satisfaction. The online marketing concept also helps the company to advertise in low price and maintain their product price. the recommendation is to promote and give importance on the online marketing as it is helpful for them to advertise their product effectively in the market. Justification for this recommendation: Now the inline marketing concept gets the popularity and therefore.promotion. 66 . It increase the labour cost and therefore the company also criticised in the market to keep child labour for increasing productivity. they produce bulk production in this sector. it noticed that the bulk amount of production created ecological degradation in the society. Therefore. Problem 3: Huge amount of production increase labour cost Analysis of this problem: The Company purchase large amount of goods from the market and therefore. In this case. the company is able to promote their product in low price to the customers. Analysis of this problem: The Company purchase direct raw material from their suppliers and the sell it to their customers. Justification for this recommendation: The eco-friendly production will help the company to produce things according to keep the company safe and develop its business. in this case. if the company is able to do it then it helps the company to reach the global market. Recommendation for it: The Company should produce eco-friendly clothing’s that help the company to reduce the ecological degradation and maintain the environment clean and healthy. Recommendation for it: The company should focus on the specific need s and demand of their customers and produce things according to fulfil it. it noticed by the researcher that this low advertisement is not able properly to deliver their commercial message to the urban area of people and not provide a perfect fashion sense to them in this contemporary age. Problem 2: The bulk production creates ecological degradation of the country. Recommendation for it: In this case. The massive collapse in Bangladesh is the prime example for it. However. Justification for this recommendation: It will help the company to reduce the labour cost and also safeguard the environment. Now the area of online marketing is become very popular and therefore.4. Due to the time constraint. Future Scope of this research: This research focuses on the advertisement strategy of the company Primark. 67 . the researcher is not able to cover its online marketing area. It is not possible for the researcher to cover all the area of this research. So it is the future scope for the research to cover this area and provide a particular idea to the people of this society about this Primark brand. 5. it will be very good research scope for the future researcher to find the strategy of this company in it. 5th ed.D. . 3rd ed.A.J. A. L. and Information. D. J. 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Available at: www.org (2014) Advertising and Marketing. Available at: www.networkadvertising. [Accessed on: 15/09/2014] 73 .primark. [Accessed on: 16/09/2014] www. Available at: www.umn.mit.edu/ecom/Spring1997/gr8/adpage1.org (2014) Understanding Online Advertising. [Accessed on: 15/09/2014] www.org/Advocacy-Codes-and-Rules/Document-centre/2011/Advertising-andMarketing-Communication-Practice-(Consolidated-ICC-Code).umn. How far you agree these factors are able to enhance the business of the company? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Total respondents 50 50 50 50 50 74 . Do you people aware about Primark’s advertisement strategy? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Total respondents 50 50 50 50 50 Q2. Do you agree the marketing tools influence the company to run low cost advertisement? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Total respondents 50 50 50 50 50 Q3.Appendix: Appendix 1: Survey Questionnaires for employees: Name: Store Name: Age: Store Address: Contact No: Department: Q1. Q4. Do you support that advertisement and marketing has an effective relationship? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Total respondents 50 50 50 50 50 Q6. Do you believe low cost advertisement is able to identify customers need properly? Options Strongly Believe Believe Total respondents 50 50 75 . How far you agree low cost advertisement not affected company’s market position? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Total respondents 50 50 50 50 50 Q8. Do you agree effective advertisement develop the market nature? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Total respondents 50 50 50 50 50 Q5. How far you agree this relation help the firm to fulfil their business goals? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Total respondents 50 50 50 50 50 Q7. What are the main marketing tools of Primark? Answer: 76 . How far you agree these strategies help the company to beat its rivals? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Total respondents 50 50 50 50 50 Appendix 2: Qualitative Questionnaire for managers: Name: Date: Store Name: Address: Contact No: Q1. Do you aware about the marketing strategies of Primark? Options Strongly Believe Believe Neutral Disbelieve Strongly Disbelieve Total respondents 50 50 50 50 50 Q10.Neutral Disbelieve Strongly Disbelieve 50 50 50 Q9. Q2. Do you agree these tools help the company to expand its business? Answer: 77 . Q3. Does the company able to make powerful relation between marketing and advertisement? Answer: 78 . Q4. What is the main reason of the company to run low cost advertisement in market? Answer: 79 . Q5. Do the marketing strategies help the company to make it properly? Answer: 80 .
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