Table of Content

• Introduction • Competitor analysis • Defining Our Space

• Why the industry? • Second Hand Market • Market Growth Strategy
• The Global market overview • Porters 5 Forces • Pricing Strategy
• Organizational Background • Alliances • Place & Process
• Business Model • Tangible Resources • Promotion
• Why Nigeria • Positioning Map • Tracking Metrics
• Psychological and Behavioural • HRM • Promotion vs Customer Journey
• Hofstede’s Cultural Dimensions Theory • Intangible Resources • Growth Hacking Strategy
• The Nigeria economy • VRIO Analysis • References
• STEEPLE Nigeria & UK • Limitations and deficiency
• Geographical Segmentation • Organization SWOT
• Ansoff Matrix • Market Segmentations
• Market Entry Strategy • Target Segment
• Importation challenges in Nigeria • Major commercial Opportunities
• Consumer Profiling About the • SMART Analysis
Product/Organization • Financial
• Product life cycle • Marketing MIX
• Critical success factors • Growth Target
• Entry price • Buyer Persona
• Profitability • Brand Positioning
• Market share • Value Discipline Model
Team Members

Abdulazeez Abdullahi GWARY Sadoh Endurance OFURE

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Adetomilola Ayodele ADU Glory OGBEBOR

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Mina Obomate PETERS Oyeyemi OYENIGBEHIN
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GROUP 12
Introduction
PRIMARK, founded in Ireland as ‘Penneys’ in June 1969 has become one
of Europe’s leading fashion retailers. The company strives to ensure they
provide the consumer with on-trend product that can be accessed
quickly, in an exciting retail environment.

Primark’s successful business model, which provides the ‘latest looks

without breaking the bank’ has enabled the company to continue
expanding rapidly. With a focus on creating great retail experiences,
Primark has over 400 stores globally, 70,000 employees and continues to
expand across new and existing markets with the aim of reaching 530
stores by the end of 2026 (Primark 2023).

‘We aim to achieve strong, sustainable leadership positions in markets

that offer potential for profitable growth, and deliver quality products
and services that are central to people’s lives’(Associated British Foods
plc, 2014).

To aid the expansion program and sustainable, we have articulated in the

following slides how PRIMARK can successfully transit into
the Nigeria market.
Why the Industry?
The value sales of the clothing retail market in UK IS £56,063m in
2022 (Mintel, 2023)

Number of clothing retail business is 22,940. (Ibis world, 2023)

Industry employment growth is 395,294 in 2023. (Ibisworld, 2023)

41% of shoppers have switched to cheaper clothing retailers in

the last 12 months (Mintel, 2023)
The Global Market Overview
Organizational Background of Primark
Primark is a Private limited Company (Gov.uk, 2022)

A fast-growing brand, part of Associated British Food (AFB)

Primark is a global clothing retailing company with over 70,000

employee (Primark, 2023)

The company was founded in Dublin, Ireland by Arthur Ryan in 1959

under Penney's brand. (Theindustryfashion 2023)

The business was lunched in the UK in 1973, it expands into Europe in

2006 (Theindustryfashion, 2019).

Primark has over 300 stores across Europe

Primark Generated £7.7 billion in 2022, with operating earnings of

£756 million

Primark's mission is to give low-cost alternatives for everyone, from

great quality everyday staples to stand-out style (Primark, 2023).
Existing Business Model

Payment of
Start Goods

Check Stock
Level
Process

Order

Packaging
End of Process
NO

Issue Receipt
Restock
 Business Model
Key Partners Key Activities Value Proposition Relationship Customer Segment

Design, Manufacturing, Amazing fashion Great customer

Suppliers PRIMARK has
Production, Logistics, relationship.
Textile Producers wears at low prices. something for
Customer, E-Commerce, Turn customers into
Manufacturers from Sales, Orders, Shipping Trendy fashion. Value everyone across all
advocates of the brand
China & India for money categories from small
Associated British Foods children to families.
Key Resources Channels
Influencers Millennials form the
Outsourcing, Employees, Website, local store, largest part of their
Distribution centers, low social networks, customer segment.
cost manufacturing, high influencers,
volume supply chain, Low
promotional gift cards,
cost product sale, UGC
Blogs

Cost Structure Revenue Streams

Material, Design, Logistics, Retail Sales

Manufacturing, IT, Employees, Online Sales
Contractors
Why NIGERIA? Apparel – Market Size (%), By Geography, Global, 2021

High Medium Low

• Between 2016 and 2020, the Nigerian apparel retail market had total revenues of $4.8 billion, reflecting a compound
annual growth rate (CAGR) of 0.9%.
• Nigeria's fashion sector has an essential cultural role and contributes greatly to the country's economy.
• Childrenswear was the market's most profitable category in 2020, accounting for $2.4 billion in revenue, or 50.5% of
the total market value.
• Fast fashion has proven to be a profitable market section, with the young adult population in Nigeria displaying a
desire for attractive yet affordable products.
Psychographics & Behaviors
• Due to rising household incomes, rapid urbanisation, and a
growing middle- and upper-class consumer base, Nigeria, Africa's
most populous country, presents intriguing potential in luxury
and premium items.
• Nigerian customers respond positively to international brands,
and there is a growing interest among affluent consumers in
sustainable fashion.
• Nigeria extensive social activities improves their attitudes
towards consistent cloth shopping
• consumers have started to explore fashion trends to meet global
standard.
• Due to Nigeria patchwork of distinctive region, this create
extensive network of connecting roads dedicated for commercial
and passenger purpose
Hofstede’s Cultural Dimensions Theory

Geert Hofstede's Cultural Dimensions Theory is a

framework used to study cultural differences
among countries and to identify how business is
done across different cultures. In other words, the
framework is utilised to differentiate between
distinct national cultures, cultural dimensions, and
their impact on business settings.
 Hofstede's Cultural Dimensions Theory in Nigeria
Power Distance Long Term Orientation
• Nigeria fared poorly (13%) in this category.
▪ Nigeria's high score of 80% suggests that the country is a society • As a result, the country is a normative culture with a high
in which people recognise the supremacy of hierarchies. concern for the establishment of Absolute Truth,
▪ centralisation of power is the norm. significant regard for traditions, a comparatively modest
Individualism/Collectivism proclivity to save for emergencies, and a predisposition to
focus on immediate, short-term results.
▪ In Nigeria loyalty takes precedence over the majority of other Indulgence/ Restraints
social norms. • Nigeria has a very high score (84%) in this dimension,
▪ The employee-employer relationship is seen as a family affair, indicating that Nigerians are generally willing to realise
with hiring and promotion decisions made with awareness of their desires and impulses towards the enjoyment of life
employee in-groups. and fun seeking.
▪ long-term commitments to groups such as family, extended • Nigerians are generally optimistic people and have a
family, or other extended relationships are highly valued. positive attitude to life

Masculinity
▪ Nigeria has a score of 60% in this category, indicating that it is a
masculine society.
▪ A high score on this dimension indicates that competition,
achievement, and success will drive society.
Uncertainty Avoidance
▪ Nigeria has a score of 55% in this category, making it challenging
to categorise to any preference.
20XX
Presentation title 13
 The Nigeria Economy
Nigeria
Government
Revenue

Presentation title 20XX 14

The Nigeria Economy
The Nigeria Economy
Nigeria
Unemployment
Rate

Nigeria GDP
growth rate
STEEPLE
Analysis United Kingdom Nigeria

Social 1.Fashion-conscious population with diverse and evolving fashion 1.Growing fashion consciousness among the youth population.
preferences. 2.Rich cultural diversity influencing fashion styles and designs.
2.Awareness and demand for sustainable and ethical fashion practices 3.Potential market for affordable and mass-market fashion products.
are increasing.
Technology 1.Advanced e-commerce platforms and digital technologies for online 1.Expanding internet penetration and mobile technology usage, which
shopping and customer engagement. could support e-commerce growth.
2.Utilization of AR/VR and AI technologies for virtual try-ons and 2.Adoption of social media platforms for marketing and brand
personalized recommendations. engagement.
Economy 1.Stable economy with a relatively high disposable income, allowing for 1.a large and growing population, but the economy is still developing.
premium and luxury market segments. This means that there is a lot of potential for growth in the clothing and
2.Consumers may be willing to invest in sustainable and higher-priced fashion market, but there is also a lot of competition.
fashion products. 2.Potential demand for affordable and value-driven fashion products.
Environment 1.Strong emphasis on sustainability and eco-friendly practices in the 1.Growing awareness of environmental sustainability, but limited
fashion industry. emphasis on ethical fashion compared to developed markets.
2.Consumers' increasing awareness of the environmental impact of fast
fashion.
Political 1.The stable political environment supports business operations and 1.Political stability may influence foreign investment decisions.
international trade. 2.Nigeria is a relatively young democracy with a history of military rule.
2.The UK has a stable political system with a long history of This can create uncertainty for businesses, as the government's
democracy. This provides businesses with a more stable environment policies can change frequently.
to operate in.
Legal 1.Compliance with stringent intellectual property laws protecting 1.Intellectual property protection and enforcement challenges may exist.
designs and trademarks. 2.A number of laws and regulations that govern the clothing and fashion
2.Ethical and labor laws govern the fashion supply chain. industry exist. These laws can be complex and difficult to navigate.
Ethical 1.Strong consumer demand for ethical and sustainable fashion 1.Growing awareness of ethical concerns, but affordability may remain a
practices. priority for consumers.
2.Brands' increasing focus on social and environmental responsibility. 2.The potential for ethical and sustainable fashion practices to gain
traction.
Nigeria’s Geographical segmentation
• Nigeria stands as the foremost populous black nation
globally, situated at the crossroads of fashion, technology,
and creativity within the African landscape (Google Arts &
Culture, 2023).
• With a populace exceeding 200 million, Nigeria hosts one of
the world's largest concentrations of youthful individuals,
securing its position as the sixth most populous country
globally.

• As of 2022, Nigeria's population was estimated at

approximately 216.7 million, solidifying its status as the
African continent's most densely populated nation (Statista,
2023).

• Economically, Nigeria proudly boasts the largest economy

on the African continent. Projections indicate that it is
destined to ascend to the ranks of the world's top ten
economies by the year 2050.

• Nigeria is the 30th largest UK export market. Nigeria’s growing population 1990-2022, (Statista, 2023)
Geographical Segmentation by population

Cities by Population in Nigeria

• Lagos, the commercial hub of Nigeria,
Port Harcourt 3,480,000
boasts a substantial and burgeoning
population of approximately 15 million
people, making it a good choice for a vast Abuja 3,840,000

and diverse consumer market.

Ibadan 3,875,000

• Abuja, is the Federal Capital Territory of

Nigeria, with a population of about 3.8 Kano 4,348,000
million, presents a dynamic and lively
atmosphere, complemented by a thriving Lagos 15,946,000
workforce. (Macrotrends, 2023).
0 5,000,000 10,000,000 15,000,000 20,000,000
Ansoff Matrix Existing Products New Products

Market Development

Existing Markets
• Focus on identifying and understanding different market cultures,
Market Product
trends, and consumer behaviours
Penetration Development
• Expansion locally to different cities, or within the same geographic
region
• Explore new consumer segments in the same market for its
products
• R&D activities to understand and identify new points of consumer
demand
• NPD process, and develops and launches new products in the
market for consumers

New Markets
• Strategic Partnerships to improve supply and production rates for Market
the new market segments Diversification
Development
Children’s Apparel
Diversification Women’s Apparel
Men’s Apparel
Luxury & Affordable Apparel
• Introducing new products under existing product lines – Vertical Cheap & Durable Apparel
Diversification
Customer’s Needs, Wants and Benefits

Needs Wants Benefits

Affordable Fashionable Cost savings.
fashion. designs. Fashion
Variety and Affordable flexibility.
choice. pricing. Convenience
Quality and Convenience. and
durability. Quality accessibility.
Inclusive assurance. Quality for
sizing. Customer less.
Trend engagement. Trendy
awareness. choices.
Inclusivity.
Market Entry Strategy into Nigeria
According to CEO Paul Merchant, Primark is setting its sights on
achieving the milestone of having 530 operational stores worldwide,
actively engaged in trading, by the year 2026. (Drapers, 2023).
Primark’s entry into Nigeria would majorly be by exporting. They
would use the indirect exportation approach by:
• Partnering with local businesses or distributors who have a deep
understanding of the Nigerian market and can help navigate
challenges.
• Hiring and training local staff to provide excellent customer service
and ensure smooth operations.
This approach yields a positive return on investment (ROI) due to
agents' expertise in thriving within their respective markets. (Indeed,
2023).
• Adapt their marketing and branding strategies to resonate with the local culture
Prior to the above, they would take steps to:
and values in Nigeria.
• Conduct a thorough market research to understand the local
• Determine the appropriate pricing strategy and product offerings that align with
consumer preferences, shopping habits, cultural norms, and
local purchasing power and preferences.
economic conditions in Nigeria.
• Analyze the competition in the Nigerian retail market, including other international
• Familiarize themselves with the legal and regulatory requirements
and local retailers.
for doing business in Nigeria, including permits, licenses, taxes, and
any restrictions on foreign ownership. • Create effective marketing campaigns to raise awareness of the brand and attract
customers in a competitive market.
• Develop a robust supply chain and logistics network to ensure
efficient transportation of goods and timely replenishment of stock. • Address any social and environmental concerns relevant to the Nigerian market
and align with responsible business practices.
 Importation Challenges in Nigeria
1. Corruption
In 2015, a survey conducted jointly by NOIPolls and LEAP Africa unveiled that 85% of Nigerian adults attribute the challenges of conducting business in Nigeria to the widespread corruption
prevailing in the country. The factors behind the pervasiveness of corruption in Nigeria encompass feeble governmental institutions and poverty. Influential business figures benefit from
unfair practices that undermine competitive forces within the market. (ITA, 2023; Gov.uk, 2023).

2. Foreign Exchange Restrictions

A significant hurdle faced by businesses seeking to enter the market is the limited availability of foreign exchange, which hampers their capacity to import essential materials and equipment
and meet external debt obligations. The control of foreign exchange is closely overseen by the Central Bank of Nigeria (CBN), requiring companies to formally request currency allocations
with only a fraction of the desired amount being allocated, or in some cases, no allocation at all. Consequently, many companies are compelled to explore alternative, albeit more costly,
sources from the parallel market. (ITA, 2023; Gov.uk, 2023).

3. Intellectual Property
The persistent breaches of intellectual property rights (IPR) laws in Nigeria remain pervasive primarily due to a prevailing culture of inadequate enforcement. This issue is rooted in factors
such as corruption and limited resources within enforcement agencies, a lack of political determination and emphasis on IPR, porous borders, and firmly established systems of trafficking
that collectively pose challenges to effective and secure enforcement. (ITA, 2023; Gov.uk, 2023).

4 Security/Terrorism (ITA, 2023; Gov.uk, 2023)

There exists a significant risk of both terrorist and criminal abductions in Nigeria. Kidnappings remain a security concern throughout the country. Criminal elements throughout Nigeria orchestrate kidnappings
for ransom.

5 Economic disparities (Gov.uk, 2023)

Sluggish economic expansion and the specter of inflation remain prominent worries. The utilization of quasi-fiscal measures, lenient financial support extended by the Central Bank of
Nigeria (CBN) to the federal government, and insufficiently robust structural adjustments aimed at tackling fundamental macroeconomic frailties, collectively persist in constraining Nigeria's
economic advancement.

6 Department for Business and Trade (DBT)

The UK DBT has cultivated an extensive array of skills and connections to offer comprehensive guidance for UK enterprises navigating the intricacies of establishing operations and/or
engaging in sales within the Nigerian market. (Gov.uk, 2023).
About Product
Primark manufactures its products exclusively under its
own brand names, with its primary brand supplying the
majority of fashion labels in both men's and women's
wear. Including:
➢ B&W.
➢ Denim Co.
➢ Atmosphere.
➢ Cedarwood State.
➢ Secret Possession.
➢ Young Dimensions.

Primark also forms partnerships with renowned brands:

➢ Disney
➢ Netflix
➢ Warner Bros
➢ Chicago Bulls
➢ LA Lakers
➢ Varsity Colleges like Harvard and Yale.
Demonstrating their appeal to customers from Disney-loving children all the way
to sports enthusiasts. This approach opens significant opportunities for Primark's
expansion into new markets like Nigeria. By identifying popular products or
brands that Nigerians value, Primark can harness this appeal to enhance its sales
in the Nigerian market.
 Ladieswear Brands
Product Categories Atmosphere – Ladies Fashion & Formalwear
Authentic Apparel – Ladies' Leisurewear
Denim Co. – Men's Denim
Menswear Brands Limited Edition – Men’s Underwear
Authentic Apparel – Men's Leisurewear
Backswing – Sportswear Ladieswear Brands
Butler & Webb – Men's Formalwear Love 2 Lounge – Slippers
Cedar Wood State – Men's Fashion No Secret – Lingerie
Cedar Wood State Active– Men’s Sportswear Ocean Club – Beachwear and Towels
Denim Co. – Men's Denim Primark Essential – Underwear
Primark Essentials – Men’s Underwear Secret Possessions – Lingerie & Nightwear

SWOT

INFOGRAPHIC

Accessories Line
Childrenswear Brands
Opia – Accessories
Early Days – Babywear (New-born- 23 months)
Opia Girls – Accessories for Girls
Little Rebel – Boys babywear (9-23 months)
Young Dimension – Young Girls and baby wear
Cosmetics Line
(1-7 years)
Primark Beauty – Cosmetics
Girl 2 Girl – Young Girls wear (2-7 years)
YD – Girls wear (7-16 years)
House Fittings Line
Rebel – Boys wear (2-16 years)
Primark Home – Bedding, Cushions, Curtains etc.
Denim Co. – Children's Denim
Primark Essentials – Children’s Underwear
 The product life cycle is a crucial concept in marketing that describes the
Product Life Cycle stages a product goes through from its introduction to its decline.

Introduction Growth Maturity Decline

During the introduction In the growth stage, sales In the maturity stage, sales Finally, in the decline
stage, sales are low as the increase rapidly as the level off as the product stage, sales decrease as
product is introduced to product gains acceptance reaches its peak. the product becomes
the Nigerian market amongst locals obsolete or replaced by
newer products.
Sales

Time
 Critical Success Factor ➢ One critical success factor for Primark's entry into the Nigerian
market is understanding the local culture and consumer
preferences. Nigeria is a diverse country with over 250 ethnic
Trendy Collection
groups, each with its unique customs and traditions. Therefore,
extensive market research needs to be done to identify the specific
needs and wants of Nigerian consumers.

Low Price
➢ Another crucial factor is establishing strong partnerships with local
Job Creation suppliers and distributors. This will not only help Primark navigate
the complex regulatory environment but also ensure a steady
supply chain of high-quality products at competitive prices.
Additionally, building trust with local stakeholders will be key to
Primark's long-term success in the Nigerian market.

Broad Product Range Establishing Partnership

with Local Distributors
Average Price in the UK Market
Menswear Ladieswear
➢ Shirts - £6 ➢ Dress - £15
➢ T-shirts - £9 ➢ Shirts - £8
➢ Jeans - £15 ➢ Trousers - £12
➢ Sweatpants - £8 ➢ Leggings - £5
➢ Underwear - £6 ➢ Underwear - £7
➢ Blazer - £25 ➢ Lingerie - £7

Childrenswear Accessory Line

➢ Onesie - £4 ➢ Bags - £10
➢ Shirt - £2 ➢ Sunglasses - £3
➢ Dress - £8 ➢ Jewellery - £3
➢ Trousers - £5 ➢ Belts - £4
➢ Leggings - £3 ➢ Caps - £3
➢ Pyjamas - £4
Entry Price Brand Item
Price Sold in Price Sold in Percent
the UK (£) Nigeria (£) Increase
In order to determine the pricing strategy of
Primark's products, it's essential to begin by Adidas Slides £23 £30 30%
comparing the prices set by comparable brands.
Tommy Hilfiger T-Shirt £35 £45 28.5%
This entails analyzing prices both within the UK
and when they expand to Nigeria. This Mango Dress £39 £50 28.2%
comparison will help us estimate the logistical
and clearance expenses involved, allowing us to Levis Jeans £42 £50 20%
establish the initial pricing upon entry.
Ralph Lauren Polo £79 £95 20%
We will use the Cost-Plus pricing strategy for our
market entry. Our export will be from China, where Average Price in UK Market vs Nigerian Market
Primark has about 444 factories – 50.2%. With
Naira ₦ + 25% (After
products specifically made for the Nigeria market,
Primark Items UK - GBP £ Prod. Cost (China) Tax, VAT, duty charges
we will sell by less than half of what is currently
etc)
been sold in the UK market.
Shirt (Men) £6 £1.80 ₦2,205
The table showcases the price increase of a selected
few Primark products, along with their Jeans £15 £2.45 ₦3000
corresponding conversion to Nigerian Naira.
Dress (Women) £15 £2.05 ₦2500

Exchange rate as of July 2023: £1 = ₦980. Belt £4 £1.20 ₦1,470

Bags £10 £1.45 ₦1,800

 Manufacture

Profitability For Primark

Using locally produced fabrics reduces costs by avoiding international shipping and import
fees, leading to competitive pricing and increased demand. This approach also supports local
economies, fosters positive brand perception, and aligns with sustainability, appealing to
environmentally conscious consumers and fostering loyalty. This, in turn, maximizes
profitability by combining cost efficiency, demand generation, and ethical considerations.

Scale
Manufacture Packaging Producing on a large scale is more profitable due to cost reductions from economies of scale,
including lower per-unit costs through spreading fixed expenses and bulk material discounts.
Efficiency in production and logistics, along with the capacity to meet substantial demand,
enhances revenue potential and overall profitability..

Advertising
Minimal advertising contributes to profitability by reducing marketing expenditures, enabling
Primark to allocate resources to other essential areas. Additionally, it can foster an aura of
exclusivity, attracting customers through word-of-mouth and organic engagement, all while
maintaining higher profit margins.
Efficient
Operating Production
Scale For Sizes Utilizing off-season factory time for production is profitable for Primark as it optimizes
Profitability resource utilization, leveraging idle capacity to manufacture products more efficiently and
cost-effectively. This approach allows the company to meet demand more promptly during
peak seasons while reducing operational costs and enhancing overall profitability.

Sizes
Utilizing off-season factory time for production is profitable for Primark as it optimizes
resource utilization, leveraging idle capacity to manufacture products more efficiently and
cost-effectively. This approach allows the company to meet demand more promptly during
peak seasons while reducing operational costs and enhancing overall profitability.
Advertising Production
Packaging
Reducing packaging and utilizing multi-pack products can increase profitability by minimizing
material and production costs while enhancing consumer value through cost-efficient bulk
purchasing options. This strategy optimizes resource utilization, streamlines production, and
aligns with consumer preferences for both eco-friendly practices and economical shopping
choices.
 Market Share
Market Share Nigeria
Price Conscious Customers

In order to analyse the potential market share that Primark could capture 13%

in Nigeria, we must first examine the current market landscape. The

fashion industry in Nigeria is highly competitive, with both local and
international brands vying for market share. However, Primark's
reputation for offering high-quality fashion at affordable prices could give
the brand an edge in this market. By leveraging its existing supply chain
and distribution network, Primark could potentially capture a significant
portion of the market share in Nigeria. Furthermore, Primark's entry into Sub-Saharan Africa
87%
Value of Nigerian Fashion Industry
the Nigerian market could also help to stimulate demand for fast fashion ➢ Estimated worth: $4.7 billion.
in the country and also provide jobs for the locals. ➢ 44% of which Indulge in Pricier Items
Global Context
➢ Global Fashion Industry is worth $2.5 trillion
➢ Africa's share: <1% Employment In Textile Industry Manufacturing Growth
Sub-Saharan Market
➢ Sub-Saharan fashion market: $31 billion.
➢ Nigeria's share: 13% ($4.7 billion).
Sales Segments in Nigeria
➢ All segments thrive: Clothing, accessories, cosmetics.
➢ Luxury and mid-market segments exist.
➢ Value segment: large volume, serves most people.
Aspirational Spending
➢ Price-conscious but aspirational society.
➢ 44% of Nigerians indulge in pricier items. Growth
➢ Textile, apparel, footwear: 17% average growth since 2010 (GDP data). ➢ Primark's presence is set to significantly boost job opportunities in
Manufacturing Growth Nigeria's fashion sector.
➢ Capacity utilization grew from 29% to 50%. ➢ The expansion of manufacturing has surged from 29% to 50%, and this
➢ Brands sourcing locally-made fabrics. growth trend is anticipated to continue in the upcoming years.
Menswear Sale

Sales were strongest in the category of Men's Outerwear.

Menswear’s Sales
➢ ₦134 Billion was spent in 2022 & projected 100% increase in the next 5 years
➢ Key categories: men's shirts, trousers, tops, and sports apparel.
➢ Men's shirt are important due to professional employment demand.
➢ Casual wear like t-shirts and polo shirts popular for daily activities.
➢ Affordable brands, especially from Asia, drive sales growth. Men’s YOY Outerwear sales performance.
 Womenswear Sale

Sales were strongest in the category of Women's Outerwear.

Womenswear’s Sales
➢ ₦183 Billion was spent in 2022 & projected 200% increase in the next 5 years
➢ Despite challenges, womenswear was the best-performing major apparel category,
outperforming menswear and childrenswear.
➢ Economic constraints led to increased focus on casual clothing like shorts, trousers,
shirts, and blouses, often influenced by ethnic wear styles. Women’s YOY Outerwear sales performance.
Childrenswear Sale
Childrenswear's Sales
➢ ₦38 Billion was spent in 2022 & projected 100%
increase in the next 5 years
➢ Impact of Poor Economy: Childrenswear suffered in
2022 due to weak economic conditions.
➢ Growing Child Population's Impact: Nigeria's
growing child population, especially in urban areas,
will drive demand for childrenswear.
➢ Second-Hand Challenge: Second-hand products'
availability limits demand for new childrenswear,
driven by short lifecycles and parental preference for
affordability.

In the Childrenswear category, sales were strongest in the Girls

section, followed by the Boys, and then Baby wear.
 Accessories Sale

This chart indicates that the most popular accessories used by

Nigerians in the year 2022 are belts, followed by ties.

Accessories' Sales
➢ ₦14.8 Billion was spent in 2022 & projected 100% increase in the next 5 years
➢ Ties and Belts Growth: Ties and belts are anticipated to drive growth, particularly as professional
employment rises. Belts, essential for complementing trousers, are expected to witness robust growth
This graph depicts the year-on-year growth in the purchase of
with the urban population's expansion
belts, which is projected to reach 150% by the year 2027.
➢ Premium Accessories: Rising incomes will contribute to the growth of premium accessories, with
consumers seeking stylish and fashionable luxury belts.
 Competitor Analysis Local
➢ DT Clothing Factory: ready-to-wear clothing for both men
The fashion industry in Nigeria is highly competitive, featuring and women.
both local and international brands. Euro Monitor International
➢ Zephan's & Co: specializing in African prints and fabrics.
reveals that over 85% of brands worn by Nigerians are either
domestically produced or secondhand clothing. ➢ Orange Culture: A genderless label that merges traditional
and modern aesthetics.
➢ April by Kunbi: Creates elegant dresses and gowns.
➢ House of Deola Sagoe: A luxury brand that highlights
20% Nigerian heritage.
➢ Yomi Casual: A menswear brand combining African and
15% Western influences.
65%

International
➢ Adidas: a wide range of athletic footwear, apparel, and
accessories.
Local Brands International Brands Secondhand
➢ Tommy Hilfiger: produces a variety of clothing, footwear,
Primark needs to consider two key aspects to maintain a and accessories with a focus on classic American style.
competitive edge this being cost and quality. ➢ Mango: offers a collection of trendy and affordable clothing
Cost: Offering prices that rival those of international brands and accessories for men, women, and children.
within Nigeria. ➢ Levis: renowned line of denim jeans, clothing, and
Quality: Supplying high-quality garments to counter the accessories with a distinct focus on quality and timeless style.
prevalent low-grade secondhand clothing prevalent in Nigeria.
➢ Ralph Lauren: a range of stylish and sporty clothing,
footwear, and accessories, known for their signature Polo.
Primark's reputation for quality and affordability would give it a
competitive advantage in the Nigerian market.
 Secondhand Market
Role of Second-Hand Clothing:
Second-hand clothing serves as an
affordable alternative for low-income and
middle-class Nigerians who can't afford
new clothing.

Pricing Variations:
New items are available but are slightly
more expensive.

Example: A new shirt costs N6000, while a

fairly used one is sold for N2000-3000.

Second-hand clothes are favored over

expensive branded clothes by Africans due
to cost-effectiveness.

The poor and middle-class purchase

Used clothes on display in Lagos: TheGuardian second-hand clothes from outdoor
markets and online platforms.
Competitor Analysis
Obtaining statistics about the most popular brands in Nigeria
presents challenges, as numerous local brands specializing in
traditional attire and the secondhand market are categorized as
"other" within these graphs. Nonetheless, with assistance from
Euromonitor, we can still discern which brands thrive in the country.
Many brands depicted as strong retailers in the chart do not
maintain stores within Nigeria. However, due to their global renown
reputation, brands such as Ralph Lauren Polo and Zara are sought
after as leading performers. Primark holds the potential to make a
significant impact on this market, given its reputation and the
advantage of having a physical store accessible to consumers.

Ralph Lauren Polo emerges as the leading contender in the

men's clothing sector, posing competition to Primark, River Island and Zara stand out as the primary competitors in
commanding a market share of 3.2% within Nigeria. the Nigerian women's clothing market, each holding a 3%
Meanwhile, local brands like Zephens & Co, along with other market share. On the other hand, local labels such as April &
traditional attire makers & secondhand, dominate a Kundi, alongside numerous other indigenous brands, command
significant portion of the men's clothing market, accounting a substantial market share exceeding 77%.
for 73%.

The childrenswear sector in Nigeria exhibits less intense Primark's Differentiation Strategy:
competition compared to menswear and womenswear. ➢ Value Proposition: Offers trendy, high-quality clothing at affordable prices.
Despite this, local brands & secondhand still maintain a ➢ Brand Reputation: Strong brand reputation and customer loyalty set
substantial market share of over 78% within the Nigerian
Primark apart.
market. However, only a small number of contenders
challenge this dominance, with brands like Bonnie Jean ➢ Competitive Edge: Focus on quality and affordability in a competitive
and Ruff 'n' Tumble securing shares surpassing 5%. market.
Porter 5 Forces Porter's Five Forces framework is a powerful tool for analysing the competitive forces
that shape an industry. In the context of Primark's entry into the Nigerian market, it
can help us identify the opportunities and threats that the company will face.

Threat of New Entrants. In the case of Nigeria, this is relatively high due to the
country's large population and growing economy. However, Primark can
differentiate itself by offering affordable fashion that appeals to the local
market.

Bargaining Power of Suppliers. This is relatively

Intensity of Competitive Rivalry. This is low in the Nigerian market, as there are many
relatively high in Nigeria, as there are many textile manufacturers and suppliers available.
established retailers in the market. However, Primark can negotiate favourable prices and
Primark can differentiate itself through its terms with these suppliers to keep costs down.
unique value proposition and by building strong Porter 5
relationships with customers. Forces

Bargaining Power of Buyers. This is relatively high in

Threat of substitutes. This is relatively low in Nigeria, Nigeria, as consumers have many options when it
as there are few other retailers that offer the same comes to clothing retailers. However, Primark can
combination of quality and affordability as Primark. leverage its reputation for quality and affordability to
However, the company should remain vigilant and attract customers.
continue to innovate to stay ahead of competitors.
Alliances Collaborating with established local distributors and retailers in Nigeria:

In-depth knowledge of the local market, consumer preferences, Tap into existing fan bases and effectively engage with potential customers, fostering brand loyalty by
and cultural nuances. collaborating with local influencers and celebrities.

Access to established
distribution networks.
Tangible
Tangible resources refer to physical assets that the business possesses. For the clothing and accessories
business, this includes inventory, manufacturing facilities, machinery, and financial capital to support the Inventory: Adequate inventory
expansion. Assessing the necessary tangible resources and ensuring their availability is essential for a is fundamental for PRIMARK to
successful entry into the Nigerian market. meet consumer demand in
Nigeria. As the company
introduces its clothing and
accessories to the Nigerian
market, maintaining a well-
stocked inventory is crucial to
ensure a seamless shopping
experience for customers.
Assessing market demand and
preferences in Nigeria will
guide PRIMARK in determining
the right product assortment
and quantity to stock in its
retail stores and distribution
centers.
Tangible - Manufacturing Facilities

Having efficient
manufacturing facilities is
vital to support PRIMARK's
internationalization efforts.
These facilities produce the
clothing and accessories that
will be sold in the Nigerian
market. As PRIMARK scales its
operations to cater to the
new market, ensuring that
manufacturing facilities have
the capacity to meet
increased production
demands is essential.
Tangible - Retail Stores and Distribution Centers

Physical retail stores serve as PRIMARK's

main touch-points with customers.
Establishing well-designed and
strategically located stores in Nigeria
will be crucial for attracting foot traffic
and driving sales. Additionally,
distribution centers play a pivotal role in
ensuring efficient and timely delivery of
products to stores across the country. A
well-organized distribution network will
help PRIMARK meet consumer demand
promptly and maintain optimal
inventory levels.
Tangible - Transportation Infrastructure

A reliable transportation
infrastructure is vital for PRIMARK to
move products from manufacturing
facilities to distribution centers and
retail stores. This includes
partnerships with local logistics
providers or establishing a dedicated
logistics system to facilitate smooth
and cost-effective transportation
within Nigeria.
Tangible - Information Technology (IT) Systems

Robust IT systems are essential for

managing inventory, tracking sales,
analyzing customer data, and
supporting efficient operations.
Effective IT systems will enable
PRIMARK to make data-driven
decisions, improve supply chain
management, and optimize the
overall performance in the Nigerian
market.
Positioning Map
A well-developed distribution map is
High Price indispensable for PRIMARK's
successful internationalization to
Nigeria. By carefully planning retail
store locations, integrating e-
commerce platforms, partnering with
local retailers, strategically positioning
distribution centers, exploring mobile
pop-up stores, and considering

High Quality
Low Quality

regional logistics, PRIMARK can

optimize its distribution strategy and
efficiently reach customers across
Nigeria's diverse landscape. An agile
PRIMARK® and customer-centric distribution map
will play a pivotal role in enhancing
brand visibility, driving sales, and
establishing PRIMARK as a prominent
fashion retailer in the Nigerian market.

Low Price
HRM Strategy

Cultural Adaptation:

Recruitment & Local talent Cultural adaptation is vital for

Local employees can provide valuable PRIMARK's successful integration

insights into the Nigerian market, into the Nigerian market. HRM

helping PRIMARK tailor its products should focus on providing cultural

and marketing strategies to resonate orientation and sensitivity training

with the target audience effectively. to employees, both local hires and
expatriates.

Language Proficiency: Language is a

Training and Skill Development:
significant aspect of communication,
Investing in continuous training and
and having employees who are fluent
skill development is crucial for HRM.
in local languages is advantageous.
Intangible Resources
Intangible resources are non-physical assets that provide competitive advantages. For the
clothing and accessories business, these may include brand reputation, design expertise,
unique product offerings, and customer loyalty. Leveraging these intangible resources can
differentiate the business from local competitors in Nigeria.

Brand Leveraging intangible resources is essential for

Reputation PRIMARK's successful internationalization to Nigeria.
By capitalizing on its brand reputation, design
expertise, unique product offerings, and customer
International
loyalty, PRIMARK can differentiate itself from local
Design
Experience Expertise competitors and position itself as a preferred fashion
and Expertise Intangible
retailer in the Nigerian market. Utilizing its
Resources international experience and commitment to social
responsibility will further enhance its competitiveness
and appeal to the diverse and dynamic consumer
Unique base in Nigeria. Effectively leveraging these intangible
Customer Product resources will contribute significantly to PRIMARK's
Loyalty Offerings growth and success in the Nigerian fashion industry.
VRIO Analysis (Capabilities) The VRIO analysis is a
valuable framework for
PRIMARK to assess the
potential of its core
competencies in the
Nigerian market. By
evaluating the value,
rarity, inimitability, and
• determine if its core competencies, such organization of its
as design innovation and supply chain resources and
efficiency, are valuable in the Nigerian capabilities, PRIMARK
market.
can identify its unique
• The ability to offer trendy and affordable
clothing and accessories is a key aspect
Rarity Organisation strengths and areas of
of PRIMARK's value proposition. • Building a cost-effective competitive advantage.
• In Nigeria, where consumers seek stylish and efficient supply chain Understanding the VRIO
and budget-friendly fashion options, this • Being a UK-based in a diverse and dynamic • Ensuring seamless integration
company, PRIMARK may between the UK headquarters factors will guide
competency can be highly valuable and market like Nigeria can be
differentiate PRIMARK from competitors. bring design aesthetics challenging for
and Nigerian operations is strategic decision-
crucial for maximizing the making, helping
• Additionally, an efficient supply chain and fashion trends not competitors. benefits of PRIMARK's core
that ensures a steady flow of products commonly available in competencies in the new PRIMARK focus on
can create value by meeting consumer the Nigerian market, market. leveraging its valuable
demand promptly further enhancing the and rare resources
rarity of its offerings. effectively. By building
Value Inimitable on its design innovation,
supply chain efficiency,
and international
experience, PRIMARK
can position itself as a
leading fashion retailer
in Nigeria and sustain a
competitive edge in this
diverse and rapidly
growing market.
Limitations and deficiency
VARIABLES LIMITATIONS DEFICIENCIES
While PRIMARK's design innovation is a core competency in its Failure to effectively adapt its product designs for the Nigerian
Design Innovation Adaptation home market, adapting these designs to suit the preferences market resulting in reduced customer appeal and competitive
and cultural nuances of the Nigerian consumers could be a disadvantage against local fashion retailers who cater
limitation specifically to local tastes
PRIMARK's supply chain efficiency is a valuable resource in its transportation complexities, and regional disparities
Supply Chain Efficiency Challenges home market, replicating the same level of efficiency in Nigeria
may be challenging due to infrastructural limitations,
transportation complexities, and regional disparities

While PRIMARK's brand reputation and design expertise may Local competitors or international fashion retailers may have
Limited Rarity of Resources be valuable, these resources might not be as rare in the similar design capabilities and affordable product offerings
Nigerian market as they are in its home market. tailored to the Nigerian market.

Despite PRIMARK's established brand reputation, design The lack of strong barriers to imitation could diminish the long-
Inimitability and Local expertise, and supply chain efficiency, local competitors may term sustainability of PRIMARK's competitive advantage,
Competition attempt to replicate or imitate the company's strategies and making it challenging to maintain a unique market position
offerings in Nigeria

Successfully organizing and integrating operations in a new Failure to address these organizational challenges may impact
Organizational Challenges market like Nigeria can be a limitation for PRIMARK. decision-making and hinder the implementation of strategic
plans

While PRIMARK has a loyal customer base in its home market, The lack of brand recognition and awareness among Nigerian
Limited Brand Loyalty it may face difficulties in building the same level of brand consumers may require additional marketing efforts and time
loyalty in Nigeria initially. to establish PRIMARK as a trusted and preferred fashion
retailer.
 PRIMARK SWOT Analysis
Strengths
• PRIMARK has built a strong brand identity and it is known for
providing affordable and trendy clothing and accessories, which
resonates well with consumers.
Below are the top 4 PRIMARK competitors: • PRIMARK offers a diverse and extensive range of clothing and
•

S
DT Clothing Factory, accessories catering to different customer preferences and keeps
• Zephans & Co, the brand relevant in the ever-changing fashion industry.
• Orange Culture, and • PRIMARK's ability to offer quality products at competitive prices
• Lisa Folawiyo, gives it a distinct advantage over other retailers.
• PRIMARK has a well-established and efficient supply chain that
Opportunity
ensures a consistent flow of products to meet consumer demands.
• PRIMARK will tap into a large and expanding • The company boasts an experienced management team with

•
customer base of a growing fashion market
Cater to an untapped market segment in
Nigeria by offering stylish yet affordable
W expertise in international expansion. This valuable experience will
facilitate a smooth entry and operation in the Nigerian market.

clothing and accessories, meeting the

demands of budget-conscious consumers
• E-commerce expansion
•

•
Adopting more sustainable and ethical
initiatives and enhance product quality.
Collaborate and partner with other popular
O Weakness
brands, influencers and designers. • Lack of Local Market Understanding
Threats • challenge in gaining brand recognition and establishing a

T
• Intense Competition significant market presence in Nigeria
• Economic Volatility • Adapting products to suit the specific needs and
preferences of Nigerian consumers may pose a challenge
• Political and Regulatory Risks
for PRIMARK
• Currency Fluctuations
• Inadequate logistics could lead to delays and operational
• Constant evolving of consumer preferences and inefficiencies
trends.
• Supply chain disruptions
50 • Fast pace innovations in e-commerce.
MARKET SEGMENTATION

LUXURY BRAND LOYALIST LOW PRICE HUNTERS

LIKELIHOOD TO TRY NEW

16% 40% PRODUCT
80%
60%
65%
51% 60% 52%
30%
40%
23%
20%
70%
0%
ABUJA LAGOS PORTHACOURT
ABUJA LAGOS PORTHACOURT ABUJA LAGOS PORTHACOURT

INTERNET & MOBILE PHONE PER HOUSEHOLD

POPULATION 120.00%
20,000,000 99.90% 99.90%
15,946,000 100.00% 94.00%
15,000,000
80.00%
10,000,000 57.60% 59.10% 59.20%
60.00%
5,000,000 3,840,000 3,480,000
40.00%
0
20.00%
ABUJA LAGOS PORTHACOURT
0.00%
ABUJA LAGOS PORTHACOURT
INTERNET ACCESS MOBILE PHONE
Segmentation A - ABUJA
• Absence of an affordable shopping brand.
-Brand name. • Estimated population of 3,840,000
• Over 40% of the working population are low price hunters, high
-Low Price. spenders.
• Tech-Savvy, 10.3% in the mean years education of adults above 20
-High Quality. years of age.

S -Product Variety. O • 57.6% international wealth index (IWI) & 52.4% of her population is
between the ages of 15 – 65 years of Age. 94.0% of population have
-Fast fashion Approach. mobile phones.
• Free traffic flow on major roads around the city centre.
-High access to resources and expertise.
• Cheap access to raw materials for production.
-Economics of scale • Employment rate is second in Nigeria.

- Over 51% of the residence prefer luxury brands

over common brands.
-Reliance on physical stores. - Over 77% of the residents do not have the
-Low product and quality perception. appetite to try new product.
- Criticism for its alleged unethical labor - Youth dependency ratio is 86.0%
W practices. T - Only 57.6% household have access to good
internet services.
- -Geographic concentration in Europe
- insecurity concerns.
-Geographic concentration in Europe.
- Threat of new entrant
Segmentation B - LAGOS
-High likelihood to try new products.
-Employment rate is highest in Nigeria.
-Brand name. -Highest population of young working class and entrepreneur.

-Low Price. -High government support.

- Has a rate of 12% in the mean years education of adults above 20 years
-High Quality. of age.

S -Product Variety. O - 59.1% mean international wealth index (IWI) score in 2021.
- 61.5% of her population is between the ages of 15 – 65 years of Age.
-Fast fashion Approach. - Youth dependency ratio is 57.5% & 99.9% of population have mobile
phones.
-High access to resources and expertise. - Proximity to 3 cities with very large population.
-Economics of scale. - Access to human resource and expertise for production and
management.

- Only 59.1% household have access to good

-Reliance on physical stores. internet services.
-Low product and quality perception. - insecurity concerns.
- Criticism for its alleged unethical labor - High competition.
W practices. T - Importation of second-hand clothes from abroad.
- -Geographic concentration in Europe -Traffic congestion on major roads around the city
centre.
-Geographic concentration in Europe.
Segmentation C - PORTHARCOURT

- Estimated population of 3,480,000.

-Brand name.
- Has a rate of 11.2% in the mean years education of adults
-Low Price. above 20 years of age.
-High Quality. -59.2% mean international wealth index (IWI) score in 2021

S -Product Variety. O 56.6% of her population is between the ages of 15 – 65 years

of Age.
-Fast fashion Approach. -99.9% of population have mobile phones.
-High access to resources and expertise. - Free flow of traffic around the city centre.
- Over 60% of the population are low price hunters.
-Economics of scale.

- Only 59.1% household have access to good

-Reliance on physical stores. internet services.
-Low product and quality perception. - insecurity concerns.
- Criticism for its alleged unethical labor - High competition.
W practices. T - Importation of second-hand clothes from abroad.
- -Geographic concentration in Europe -Traffic congestion on major roads around the city
centre.
-Geographic concentration in Europe.
Target Segmentation – LAGOS
Lagos is considered the commercial hub of Nigeria.
It’s high population of young entrepreneurs and working class
gives it a better market advantage as the purchasing power of
an average Lagosian is higher than that of Abuja and Port
Harcourt.
Lagos has over 70% of its population as low-price hunters, this
presents a good market for Primark whose market strategy is
low price.
Statistics shows that over 65% of Lagosian are open to try new
products, this presents Primark with a good market
opportunity.
Lagos being the highest employer of labour in Nigeria presents
a better market opportunity for our product.
With 61.5% of population between the ages of 15 – 65 years of
Age.
Major Commercial Opportunity
Second-hand clothes from UK causing African countries, where apparel options
pollution in Nigeria (Elfredah Kevin- are limited due to the low penetration of
Alerechi, 2022). The importation of modern retail. Customers can either buy
second-hand clothes is currently banned from the few stores available, which are
in Nigeria. The government clamp down perceived as overpriced, have their clothes
on the importation of second-hand custom-made by local tailors, or buy high-
clothes from abroad is a good market quality European brands as second-hand
opportunity for Primark. clothing (Euromonitor, 2022). The
01 02 availability of experienced local tailors and
a lack of modern retail store provides a
market opportunity for thriving
partnerships and collaboration for Primark.
04 03

Findings revealed that the majority of

Nigeria’s populace prefer buying second- African consumers will continue to
hand clothes (popularly called ‘Okrika’) prioritise affordability in their
because of their affordability and purchasing decisions (Euromonitor,
durability. This makes users have a 2022). The most predominant
westernized sharp fashion of class consumer behaviour of the average
(Newswirengr, 2022). The presence of consumer in Nigeria is to prioritise
Primark will provide an alternative option affordability. Primark’s strong brand
for these customers as Primark advantage identity as an affordable fashion
is low price and good quality and will also brand is a good market opportunity.
be recognised as a western fashion.
SMART Goal

S M A R T
• Launch our first extra • 500 thousand customers • Instore check-out should • Keep every customer • First phase of expansion in
modern retail outlet in which is 3.14% of the be within 3minutes. happy. Nigeria January 2026.
Lagos Nigeria by January Lagos population within • Design style will be • Keep our quality in high • Market dominance in
2024. the first year of operation tailored to meet the standard. Lagos June 2025.
• Launch second extra in our Lagos outlet. weather, religious, social • Be profitable in every
modern retail store in • Sign up 250 thousand and age demographics of financial year.
Abuja by December 2025. customers into our brand the customers.
• Increase our production loyalty club by June of • The aesthetics of our
capacity by 15% in January 2025. outlet will be designed to
of 2026. • Achieve a 10% increase in meet the attraction need
• e-commerce platform in sales in our Lagos outlet by of our customer.
the four major languages the second half of 2025. • 14 days Return policy.
in Nigeria by December • Gain 10% market share by • Reliable online payment
2024. Q2 2024. systems and refund policy.
Financials
RETURN ON CAPITAL EMPLOYED (ROCE) FIXED ASSEST
3,000,000
40.00% 2,500,000
33.81%
30.00% 2,000,000
26.52%
1,500,000
20.00%
1,000,000
10.00% 8.37% 500,000
3.43% 3.98%
0
0.00% 2022 2021 2020 2019 2018
2022 2021 2020 2019 2018 FIXED ASSEST 2,305,945 2,400,357 2,538,942 1,516,219 1,484,770

TURN OVER
4,000,000
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
2022 2021 2020 2019 2018
TURN OVER 3,378,51 2,338,00 2,540,68 3,449,25 3,546,70
Marketing Mix
People
- Training & development for employees
- Social Inclusion & multi-cultural diversity
- Fair pay & Rewards
Product
Product quality and branding -
Product style/fashion diversity - Place
Warranties - Located in Top cities in Nigeria
Value for money - In-store branding and layout
Access Points
Product Channel organization
Process
Improved shopping experience Physical evidence
Omnichannel help and support
Easy refunds and returns
TARGET Product packaging
Digital or physical receipt
Supply chain management MARKET Contact Experience

Promotion
Price Consumer driven marketing / UGC
Low cost market penetration ATL & BTL
Competitive price benchmarking 360o Digital Marketing including influencer marketing
Discount/Bulk pricing strategy Seasonal & Special discount promotions
Referral & Point based strategy for consumer growth
and retention
60

Growth Target
Gain 10% market share by Q2, with an increased %YoY of the industry of
approximately 7% and an annual turnover of £1.5m by end of fourth quarter
(fame-r1.bvdinfo.com, 2023; Primark Annual Report, 2022)

56% of consumers wants high quality produce, 55% and 49% 85% of consumers are becoming ever more price conscious as
wants comfort and durability respectively while 30% will prefer inflationary pressures drive up costs. (Euromonitor, 2023)
a well known brand. (Euromonitor, 2022)

30% of consumers prefer to use a brand or company social

Labour force as at 2022 was reported at over 70 million, media account or website to find out information on a brand or
approximately 1/3 of the entire population across all sectors. product. This includes 28% of Gen Z and 33% of Millennials.
(Trading Economics, 2023)
(Euromonitor, 2023)

Nigeria leads the unemployment rate in the Sub-Saharan 75% of Millennials, 52% of Gen Z and Gen X prefers to Shop in
African region by 37.7% as at 2022 (National Bureau of Statistics, 2022) stores that create engaging experiences. (Euromonitor, 2023)

Achieve the investment ‘break-even’ point within 14 Months.

 Buyer Persona

Demographic Psychographic
• Concern: Price sensitive
• Age: 16-24 • Interest: Low priced, trendy products
• Generation: Generation Y (Millennial) that will allow them to stay on trend
• Occupation and life stage: Student or • Patterns: Makes frequent seasonal
Young worker purchase, seldom purchase on impulse
• Education GCSE, A Level or degree • Fashion Sense: Mostly influenced by

?
level friends and trends.
• Income – Low yearly income • Brand loyalty level is very low.
(N600k)/Dependent on parent • Motivated by self-image

Behavioural
• Loves to enjoy life
Geographic • Likes to be on-top of trends and loves
partying
• Accommodation:
• Uses technology for research and
Rented/Hostel/Living with parent
shopping preferences.
• Urban or Rural Urban Area
• Usually makes purchase on
• Location: Lagos, Nigeria & Environs
promotional offers
• Spends time on social media and less
time watching TV or listening to Radio
Brand Positioning – Unique Value Proposition

Winning Zone
This is the point PRIMARK merges its strength what your brand
with the want of the consumers coupled with does well
competitors strength • Affordability
• Diversity
• Availability
Losing Zone
If competitors meets the consumers need better
than PRIMARK. It’s a lost battle
Losing Zone Who Cares

Winning
Zone
Risky what the
? Very competitive. No clear advantage zone.
Finding a way to standout is crucial.
consumer wants
• Affordability
what your competitor
does well
• Fashionable • Fashionable
• Trendy Risky • Trendy
• Availability
Who Cares
• Diversity
The goal is to focus on the needs of the
consumer. It’s a waste of time to focus on
something else.
THE VALUE DISCIPLINES MODEL
PRODUCT
OPERATIONAL EXCELLENCE LEADERSHIP
A
streamlining and simplifying operations to reduce waste.
providing good products at the lowest total cost.
customer experiences are convenient, quick, accurate, and pleasant.
Highly trained employees in company’s operational standard and policies.

B
PRODUCT LEADERSHIP
R&D led innovation and differentiation.
provide cutting-edge products and services with the newest features.
Flexible and adaptable to economic change, consumer trends and demands.
Focus on staying ahead of the competition

C
CUSTOMER INTIMACY
Focus on delivery exceptional customer service
Focus of customer retention through post-purchase engagement
Turn customers into Advocates
OPERATIONAL CUSTOMER
EXCELLENCE INTIMACY
 Defining Our Space
In a saturated market where players target same market segment with no clear differentiating factor…:

PRIMARK

More than a Brand It’s an Experience It’s You

We will position PRIMARK as just When you come into We are here for YOU! Putting
more than another clothing brand, PRIMARK, its becomes an customers at the forefront of its
but a brand that delivers value and experience that reflects an process and brand
innovation ELEGANT YOU
Marketing Growth Strategy

Keeping Customers
• Deliver quality and value consistently
• Improve shopping experience of customers
Acquiring Customers • Referral programs
• Cut-down prices to attract more customers • Point based programs
• Focus more on the low end of the pyramid
• Build more local stores within high populated
areas
• Lean Marketing - Spend less and achieve more
on strategic marketing

Product Development
• Research & Development
• Innovation

Customer Service
• Improve customer satisfaction
• Create stakeholder engagement channels for
feedbacks
• After sales support
Pricing Strategy Matrix

High Price
Cost-plus pricing strategy will be used to enter the
market, with a average-high quality fashion apparel.

Factors influencing the price

Skimming Premium
• High Inflation rate – Up to 22.8% (Bloomberg, 2023)
• High foreign exchange rate, Naira Devaluation - @700+ per Dollar
• Disposable household income

Pros:
Setting low prices can be a marketing tool raising Market
Economy Our Product
Penetration
brand awareness.
A quick way to gain market share and enter a

Low Price
competitive industry.
Over time, prices can increase and the company
becomes more profitable.
Low Quality High Quality
 Place & Process
75% of Millennials, 52% of Gen Z and Gen X prefers to Shop in stores
that create engaging experiences. (Euromonitor, 2023)
Consumer
Needs/Want
Create memorable
1
Experience experience

Place & Process Easily accessible

Strategies 2
Key Focus location/City Center
Accessibility
Great customer
3
support
Service

✓ Create a memorable experience store that attracts consumers ✓ 34% say that getting advice from sales people/customer support is
✓ Stores will be located in high population and accessible areas like one of the main reasons they shop in store.
the city malls ✓ 40% of consumers who say they try to shop in locally-owned
✓ Nigerian consumer prefers to shop on holidays in locations where stores, 77% say that being active in the community is important to
they can also get entertained (Euromonitor, 2022) them. (Euromonitor, 2023)
Promotion
Active Users (millions)

• 31.60 million social media users in January 2023, equating

to 14.3 percent of the total population. 31.6

• 44.7 percent of Nigeria’s social media users are females, while 55.3
percent are males, with YouTube having the most active user of 21.75

31.60 million followed by Facebook with 21.75 million.

• The low and middle class are most active on Facebook, while 12.3

YouTube, Instagram and Snapchat has a mix of all categories.

7.1
• There’s a significant growth in TikTok users, with date showing 17% 4.95

of Nigerians actively use TikTok to consume news content Facebook Instagram Twitter YouTube Snapchat

• Facebook’s ad reach 9.8%, Instagram 5.8%, YouTube 14.3% and

Twitter 2.2%. (Datareportal, 2023)
• Nigerians are avid consumers of news, with two-thirds saying
• 30% of consumers prefer to use a brand or company social media they access news at least once a day (66.6%). This rate is even
account or website to find out information on a brand or product. higher among men (72.8%) and those living in urban areas
This includes 28% of Gen Z and 33% of Millennials. (Euromonitor, (72.4%).
2023) • Radio is the dominant news platform in Nigeria, with 77.4%
overall and more than seven in 10 across all major
demographic groups saying they listen to the radio for news at
least weekly. Word of mouth (66.1% weekly) and TV (64.0%
weekly) follow as the most common means of getting news.
The Internet ranks fourth with 28.2% of Nigerians using it as a
source for news at least weekly.
Outdoor Branding
Marketing Performance Metrics

Paid Adverts Store Visits/Traffic / Sessions Conversion

New Customers Assisted Conversion

Digital Media
Bounce Rate/Abandoned Cart Orders
70
3rd party social
Revenue

Programmatic banner
CPA (Cost per acquisition)

Display ads ROAS

Affiliates/Influencer Revenue Contribution %

Measurement & Control - Marketing vs Revnue
Data is vital part of business success and as a matter of fact any business. Without data, it will be impossible to understand the user
hence wasted effort. We encourage proper data tracking at every marketing and business touchpoint. The diagram below explains some
vital elements for proper tracking;

= X Average Order =
Traffic X Conversion Order Revenue
Value
Increase # of visitors Increase conversion % Increase no. of orders & avg. order value

Web Value
Paid Media Product Range
Propositions
Success Factors

Owned Media User Interface Referrals

Earned Media Offer Tactics

● Click through rate ● Conversion Rate

KPI
● Engagement rate
● Add to cart rate
● Bounce rate
Payment
Promotion vs Customer Journey
Traditional Media Digital Media

TV, radio, out- Organic search,

Awareness
the-door Blogs

post materials Online research,

Consideration
User reviews

In-Store Product Social networks,

tests
Preference
Youtube, Local search

Purchase: online,
In-store Action
purchase in-store, mobile

Long-term relationships:
Rewards points Loyalty Facebook, Twitter, Email.
Up-selling

Word of Mouth Advocacy Reviews, links, likes, UGC

Growth Hacking Strategy – Post Launch

Sell more products

Increase sales Steal customers Introduce new Expand

Strategy
per customer from competition products Segmentation

Increased
Offer bulk New product for Local/
seasonal
discounts existing market different segment
awareness
How to
implement
Loyalty Low/Competitive New trends,
Store expansion
programs pricing new product
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THANK YOU