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concept is the philosophy that businesses/organisation use to analyse the needs of their customers and make decisions to satisfy those needs, rather than the competition. Today most firms use the marketing concept.

Elements of Marketing Concepts:

The Production Concept:

The production concept is an idea that a firm should focus on those products that it could produce most efficiently and that the creation of a supply of low-cost products would in and of itself create the demand for the products.

At the time, the production concept worked fairly well because the goods that were produced were largely those of basic necessity and there was a relatively high level of unfulfilled demand. What ever company produce in low cost and in large quantity was sold out profitably. There weren’t enough competitors in the market.

Primark offer good quality fashion at low prices. Success of Primark is based on big volumes, low mark-ups, and minimal advertising. They are the lean business which responds quickly in the marketplace, good buying and excellent distribution.

The Sales Concept:

As, mass production become commonplace, competition increased, and there is little unfulfilled demand. Firms/businesses practice the sales concept (or selling concept), under which companies not only produce the products, but also try to convince customers to buy their products through advertising and personal selling.

The sales concept pays little attention to the product actually as if needed; the goal simply is to beat the competition to the sale with little regard to customer satisfaction. The sales concept is more likely depend on the feedback from customer & the sale of the product is fall in the promotions.

Primark use this strategy as, they produce wide range of in market fashion clothing. The quality of product as compare to price is very less. Primark do every sort of clothing which is in demand and in fashion. To compete the competitors Primark introduce new and fresh design in the market at the low price. The products and fashion they produce can be worn as causal and as on occasions.

The Marketing Concept:

Marketing concept involves focusing on customer needs before developing the product. Realising profit by successfully satisfying customer needs over the long-term. Firms typically set up separate marketing departments whose objective it to satisfy customer needs.

Primark is always kept eye on the customer satisfaction. Their products are good in quality and more demanding because of the low price. The business of Primark always put customer’s needs before producing their products. Primark produce according to the customer’s demands and needs. What people want to wear in daily routine and on occasions, Primark make sure that those needs provide to their customers at low price.

Task four

Identify and assess the benefits and costs of a Marketing Approach and how you perceive Primark to have addressed this.

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