Padini has successfully applied two concepts of consumer behaviour. The first one being market segmentation, targeting and positioning. The second concept which they have applied well is the marketing mix, which includes the 4Ps which are Product, Price, Place and Promotion (UKEssays, 2018).
The video below explains the Marketing 4P’s
Firstly, Padini does a good job in segmenting its market in terms of demographic, geographic as well as psychographic. Demographic segmentation includes dividing the market into groups based on a few factors and Padini mainly focuses on age, gender, income, and occupation to do continuous targeting. Padini has set up a total of 8 brands and the products are catered to babies all the way up to people of old ages, and for both male and female genders. Padini targets groups with the income ranging from RM1000-RM2000, RM2001-RM5000 and RM5001 & above (UKEssays, 2018). Padini also does geographic segmentation and they choose to focus on states such as Penang, Johor and Kuala Lumpur. Moreover, Padini also uses psycographic segmentation whereby they divide the industry into different groups based on social class and lifestyles.
Padini uses differentiation strategies of product and image to place the product in consumer’s minds. For instance, when a consumer wishes to buy a semi-formal with a classic stylish design, one of Padini’s product lines – Seed, instantly comes to mind. When a consumer wishes to buy products that is specifically for their kids, they think of Miki Kids. Moreover, when a consumer wishes to purchase female clothes with a younger and trendier style, they think of another one of Padini’s product lines – P & Co (UKEssays, 2018).
Moving on, for the marketing mix, the first one is product. Consumer goods are final goods that are bought from retail stores in order to satisfy both the wants and needs of customers. Products of Padini fall under consumer products which are categorized as shopping products and it has many other alternative brands such as Seed, Pdi, Padini Authentic, P & Co, Miki Maternity, Vincci, Vincci Accessories and Miki Kids. The focus of Padini is to emphasize on casual yet stylish fashion pieces that can be accepted on any occasion. Padini Authentic focuses on style on quality casual wear and targets teenagers who are mostly interested in modern shirts, trendy jeans, jackets, shirts and stylish dresses. Seed focuses on classic and casual designs and it has designs for men, women as well as kids. It focuses on urban office-wears and the products offered are usually jackets, coats, suits, classic office pants and knee-length skirts, semi-formal skirts, belts and classic jeans.
Pricing is one of the most important elements in the marketing mix and it can be difficult because if the pricing is too high or too low it could mean a loss of sales for the organization. Seed tends to have premium pricing, whereas Padini Authentic and Vincci are much more affordable. Both Padini Authentic and Vincci are low cost pricing and it puts more emphasis on the middle class customer base and it successfully attracts many customers due to the low price strategy.
For promotions, Padini has different promotions for every season which is spring, summer, fall and holidays. For instance, customers will get instant rebates of RM30 with purchases adding up to a total of RM150 or a rebate of RM70 with purchases adding up to a total of RM300 (UKEssays, 2018). When reaching the end of sales, Padini will add an extra 10% discount to the already existing 10% discounted price because they wish to push the sales to clear their stock.
For placement, Padini brings the ‘all in one’ concept, so that it’s convenient for customers. All Padini branches are located at shopping malls due to there being more people, for instance, Queensbay Mall and Gurney Plaza. With all brands being within reach in just one store, the option to shop is set to create a fashion revolution.
Reference
- UKEssays. November 2018. Market and company analysis of Padini, viewed on 25th May 2019,
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