The Products that Primark provides, constitute the core of all business activities and form the base of the company’s success. The product includes policy deliberations, decisions and actions that are directly related to the combination and variation of the properties of the products (Schindler, 2006). This includes in particular the range of planning, quality, service and packaging, labeling and product design and other product-related services. The main categories of product policy and product management are innovation management, management of established products and brand management. Two aspects of the product innovations are of particular importance: breadth and depth range. Primark offers a wide range of products. This is supported by the data that has been collected by interviewing and surveying the customers. The depth range, however, describes the different types and variations of a particular offer. Primark has a huge variety of options in each category of its products. The company has placed its emphasis on offering a deep and wide range of products as a complete provider. This has a huge appeal towards customers as they feel that they can find all that they are looking for at one location. The primary research for this paper suggests that 30% customers choose to shop here due to the huge variety of options.
Prices at Primark are quite low and this is one of its main USPs. In the primary research done for this paper, it has been found that a huge number of customers are attracted to Primark because of the low prices. 32% of customers were found to opt for Primark due to its low prices. A lot of them also stated that the lucrative discounts make them choose Primark for shopping. As per the survey conducted for this paper, 28% customers prefer Primark due to its discounts.