Marketing
Portacabin Case (it designs and delivers modular buildings)
An effective marketing campaign takes account of the principles of the AIDA model.
Raising awareness and creating interest may involve the use of promotional techniques. The sales force will then turn interest into sales.
Research at Portakabin focuses on two key performance indicators (KPIs):
• Customer satisfaction - customer surveys determine the level of clients’ happiness and what issues affect them. The results are used to improve customer satisfaction.
• Net Promoter Score (NPS) - a tool that shows how popular Portakabin is with existing customers. A high score suggests customers will recommend them and that the business will grow faster.
The marketing mix Positioning - Portakabin has positioned itself at the top of the market, offering high quality products and services. This adds value in terms of customer confidence. Portakabin prices products competitively, but these may be higher than rivals to reflect its higher quality products.
Promotion helps turn prospects into customers. Portakabin uses above-the-line and below-the-line methods to do this: * Above-the-line involves paid-for advertising through targeted channels, e.g. trade magazines, press, TV. * Below-the-line is generated in other ways, e.g. direct mail, email, public relations, open days and targeted web pages.
Place refers to distribution channels or those locations where products can be bought. For example, Portakabin customers are never more than one hour’s drive away from its hire centres. Service teams are located close to customers so issues are resolved quickly.
Conclusion
Portakabin maintains its leading position with a balanced marketing mix. This aims to provide clients with quality products and services. Market research is important to measure the effectiveness of the marketing mix. Customer loyalty is measured by how likely a client is to recommend the business. High satisfaction scores
An effective marketing campaign takes account of the principles of the AIDA model.
Raising awareness and creating interest may involve the use of promotional techniques. The sales force will then turn interest into sales.
Research at Portakabin focuses on two key performance indicators (KPIs):
• Customer satisfaction - customer surveys determine the level of clients’ happiness and what issues affect them. The results are used to improve customer satisfaction.
• Net Promoter Score (NPS) - a tool that shows how popular Portakabin is with existing customers. A high score suggests customers will recommend them and that the business will grow faster.
The marketing mix Positioning - Portakabin has positioned itself at the top of the market, offering high quality products and services. This adds value in terms of customer confidence. Portakabin prices products competitively, but these may be higher than rivals to reflect its higher quality products.
Promotion helps turn prospects into customers. Portakabin uses above-the-line and below-the-line methods to do this: * Above-the-line involves paid-for advertising through targeted channels, e.g. trade magazines, press, TV. * Below-the-line is generated in other ways, e.g. direct mail, email, public relations, open days and targeted web pages.
Place refers to distribution channels or those locations where products can be bought. For example, Portakabin customers are never more than one hour’s drive away from its hire centres. Service teams are located close to customers so issues are resolved quickly.
Conclusion
Portakabin maintains its leading position with a balanced marketing mix. This aims to provide clients with quality products and services. Market research is important to measure the effectiveness of the marketing mix. Customer loyalty is measured by how likely a client is to recommend the business. High satisfaction scores