Portakabin promoting the brand

Portakabin

 

promoting the brand

• What is entrepreneurship?

1961

 

1963

 

99,9%

"To provide peace of mind for our customers across Europe through quality buildings and services"

Market

 

B2B

 

B2C

 Manufacturing

 

Education

 

Health

 

Portakabin’s market segmentation

The sales of Portakabin

 

The total sales in the market

 

15%

 

× 100%

 

Market share

They were also wondering…to find it out they undertook a market research

 

How do they do that?

Market research

•  “Quality – this time – next time – every time”

 

•  “On time, on budget – our promise” 

 

• Customer satisfaction – 9/10

 

Outcomes of research

Market campaign includes

Market campaign

 

Researching new products

 

Measuring customer satisfaction

 

Customer loyalty

 

Customer loyalty

Adding value

 

Two types of promotion

 

 

Above the line

 

• Trade journals

 

• The national press and consumer magazines

 

Bellow the line

 

• Direct mail

 

• Sales promotions

• Product launches

 

• Sponsorship

 

• Charitable donations

 

• Press releases

 

Public relations