Promoting the brand
A Portakabin case study

Page 1: Introduction

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Entrepreneurship happens when someone sees a market need and has an idea that will satisfy that need. The entrepreneur follows up, explores and develops the idea into a real product or service. In post-war Britain, in the late 1940s and 1950s, Donald Shepherd saw that there was a need for simple, easily made, portable buildings. These had the potential to provide all sorts of accommodation. Donald...
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Page 2: Market analysis to plan promotion

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[audio= analysis to plan promotion]

A market is where buyers and sellers come together to exchange products for money. Physical markets take place every week all over the country. In business, the concept of a 'market' applies to any product or service for which there are buyers and sellers. There are two main types of market that reflect the type of customers the market serves. There are markets where the customers are...
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Page 3: Above-the-line promotion

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[audio= promotion]

Above-the-line promotion involves the use of advertising to reach a mass audience. It is mainly used to reach consumers but it can be used in B2B markets. Advertising creates general brand awareness. Various media can carry the advertising message. These have different strengths and weaknesses: Television and radio can reach a wide range of consumers. Portakabindoes not use these media for...
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Page 4: Below-the-line promotion

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[audio= promotion]

Portakabin only uses above-the-line methods in limited circumstances. Instead, it usually relies on below-the-line promotion. This involves a range of methods over which the business has more direct control and which can be targeted at specific groups of customers. Sales promotions These offer customers incentives to encourage them to buy goods and services. In B2C markets, typical sales...
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Page 5: Evaluating promotion

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[audio= promotion]

The overall aim of all Portakabin promotional campaigns is to generate enquiries and sales. Portakabin sets a target of how many enquiries it wants to achieve for each campaign. It can then measure responses to assess whether the campaign has been a good investment. Portakabinrecords the number of enquires during and after a campaign. This is known as the response rate. Each campaign has a...
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Page 6: Conclusion

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Promotional campaigns use a range of channels to help businesses reach customers with their messages. In business-to-business (B2B) markets, sales promotions techniques and above-the-line campaigns are not used extensively. Portakabin does not invest in television campaigns, radio adverts or big newspaper adverts. Its promotion works around the needs of large-scale professional buyers. These...
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