Promotion of Primark is an important aspect of its marketing mix and comes under the Communications Policy. This refers to the target and action decisions for the uniform design of all the relevant product information (Corporate Communications and Appearance). The main instruments of communication policy of Primark are advertising, sales promotion, personal selling, trade fairs, events and public relations (including corporate identity), and branding. The communication policy is also influenced by the communication of the customers themselves. The survey conducted for this paper suggests that 30% customers came to know about Primark through posters and banners. 25% of them got attracted by the newspaper advertisements. 25% got influenced by ads they saw in the internet. Word of mouth publicity is also of huge importance in this case. 20% of customers who took part in the survey for this paper stated that they heard about Primark, its offers and prices from their friends, relatives and colleagues.
All decisions and actions of the company with regard to the way a product is made available by the provider to the consumer, fall under the distribution or sales policy of Primark. For example, the question of whether the products are sold in a traditional sales outlets or if the goods are brought directly to the customer (such as in mail-order companies that send the goods directly to customers’ homes), arises in the trade. The various possibilities are mutually exclusive distribution policy is not enough. Often, several options exist in parallel. The long-term planning and implementation of marketing policies, including the selection of distribution channels and marketing partners as well as the design of customer relations is part of the marketing strategy of Primark. 80% customers stated that they thought Primark had high visibility in the market. This suggests that its brand positioning is strong and the marketing mix is quite effective. This helps Primark grab a lot of attention and hence, it is the most popular retail chain in the UK.