Marketing Case Study Prepared by: Dina Raafat Rana Rasslan Rawda Sayed Presented to : Dr/Nader Elharidi

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.

Company Profile & Case Summary

About Portakabin
Market leader & trade mark in modular construction(Portable buildings). Market share 15%. Established in 1961 in England by Donald Shepherd. 2 categories of product:

About Portakabin
Customer (Business sector) Marketing Strategy:

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

Price: quality leadership pricing strategy. Place: 45 centers across the UK. Service teams are therefore close to customers so can resolve issues quickly. Promotion: mix

Competitors

Portakabin promoting the brand

Market Analysis.

Planning Promotion.(clear objectives, target audience, staff, budget) Promotion techniques. Evaluation.

Main Promotion Aims

Main Promotion Aims

communicate points of differences to attract new customers (Quality, Reliability) Maintain brand awareness in the mind of existing customers.

Create Publicity & customer relationship

Promotion methods NOT USED by Portakabin

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.

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.

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.

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.

Above-the-line Promotion methods

Portakabin not employ many above the line promotion methods for the following reasons:
Not targeting mainly B2B. Expensive. Difficult to measure response and effect on promotion.

Promotion methods USED more often by Portakabin

3. Explain below-the-line promotion.

Why is this used more often by Portakabin?

Below-the-line Promotion methods

Sales Promotion

Public Relations

Below the Direct Mail line promotion

New Media

Below-the-line Promotion methods

Sales Promotion o In B2C promotion o In B2B Offer solution Value based benefits

o o o

Direct Mail Keep in customer mind New signed up people Easy to measure response rate

Below-the-line Promotion methods

Public Relation o High light products for special purpose o Open and trustworthy image Offer solution o fulfill different customer requirements

o o o

New Media Inexpensive tool Keep customers updating Easy to keep potential sales and measure responses

Below-the-line Promotion methods

Has more direct control
Sales Promotion

Targeting at specific group of customers

Public Relations

Below the line promotion

Direct Mail

New Media

Evaluating Promotion
4. What are the main ways in which Portakabin evaluates its

promotional effort? Why is this an important activity?

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 campaign Number of orders Return on investment

Evaluation Techniques
Measure the volume generated by each promotional campaign to evaluate whether it has met its target. Planning for the next campaign.

Measure effectiveness of previous promotions which type of campaigns give the best return on investment

Thank You