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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