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Agenda

Company profile & case summary.

Main aims of promotion of Portakabin.

Promotion methods that are not used .

Promotion methods that are more often used.

Main ways for evaluating Portakabins

promotional effort.

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Company Profile & Case Summary

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About Portakabin

Market leader & trade mark in modular

construction(Portable buildings).

Market share 15%.

Established in 1961 in England by DonaldShepherd.

2 categories of product:

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About Portakabin

Customer (Business sector)

Competitors

Marketing Strategy:

Product: High quality(Durable, fast installation,fully insulated).

Price: quality leadershippricing strategy.

Place: 45 centers across theUK. Service teams aretherefore close to customersso can resolve issues quickly.

Promotion: mix

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Portakabin promoting the brand

Market Analysis.

Planning Promotion.(clear objectives, target audience, staff, budget

Promotion techniques.

Evaluation.

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Main Promotion Aims

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communicate

points ofdifferencesto attract

newcustomers

(Quality,Reliability)

Maintain

brandawareness inthe mind of

existingcustomers.

CreatePublicity &customer

relationship

Main Promotion Aims

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Promotion methods NOT USED byPortakabin

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Above-the-line Promotion methods

Directly paid use of advertising to reach mass audience.Mainly for consumers, can be used for B2B.

Various media including:TV & Radio.

National press & consumer magazines.Trade journals.

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Above-the-line Promotion methods

TV & Radio:

Advantage:

wide range of consumers.

Disadvantages:

Not targeting B2B section.

Expensive

Difficult to measure response and effect on promotion.

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Above-the-line Promotion methods

National press & consumer magazines:ex. Newspaper

Advantage:

For Brand awareness.

Mainly for consumers.

Disadvantages:

Portakabin has high brand awareness.

Difficult to measure response and effect on promotion.

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Above-the-line Promotion methods

Trade journals:

Advantage:

B2B (target audience).

To highlight product or service to business.

Brand defense :To differentiate its brand from competitors.

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Above-the-line Promotion methods

Portakabin not employ many above the line promotionmethods for the following reasons:Not targeting mainly B2B.

Expensive.Difficult to measure response and effect on promotion.

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Promotion methods USED moreoften by Portakabin

3. Explain below-the-line promotion.Why is this used more often by Portakabin?

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Below-the-line Promotion methods

Below thelinepromotion

SalesPromotion

Direct Mail

New Media

PublicRelations

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Below-the-line Promotion methods

Sales Promotion

o In B2C promotion

o In B2B

Offer solution

Value based benefits

Direct Mail

o Keep in customer mind

o New signed up people

o Easy to measure responserate

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Below-the-line Promotion methods

Public Relationo High light products for special

purposeo Open and trustworthy image

Offer solutiono fulfill different customer

requirements

New Media

o Inexpensive toolo Keep customers updatingo Easy to keep potential sales

and measure responses

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Below-the-line Promotion methods

Has more direct control

Targeting at specific group ofcustomers

Below theline

promotion

SalesPromotion

Direct Mail

New Media

PublicRelations

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Evaluating Promotion4. What are the main ways in which Portakabinevaluates its

promotional effort? Why is this an important activity?

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Evaluation Techniques

Target : how many enquiries to achieve ?

Each promotion campaign has its code

Measure response rate before and after the

campaign

Response rate :Number of enquiries before and after the

campaignNumber of orders

Return on investment

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Evaluation Techniques

Measure the volume generated by eachpromotional campaign to evaluatewhether it has met its target.

Planning for the next campaign.

Measure effectiveness of previouspromotions

which type of campaigns give the bestreturn on investment

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Thank You