Armaghan Asghar

Khayyam Bin Aamir

Amna Tabarrak
 Portakabin
quality - this time – next time - everytime
 Introduction
➢Established for over 40 years.
➢Market leader in the design and delivery of modular buildings.
➢Key markets in the building sector
Modular buildings – permanent, all-steel kits
Made in factory and transported to site
Single module buildings – for office space, storage etc
Provides additional space quicker than traditional build
➢Key market segments
Manufacturing, Health and Education
 This case study shows how Portakabin
uses marketing to identify and anticipate
customer needs and then meet them.
 Purpose of marketing
➢ The management process responsible for identifying,
anticipating and satisfying customer requirements profitably.

Marketing is therefore about finding and keeping customers.

Business writer Peter Drucker points out how important good
marketing is to a business:
“Because the purpose of business is to create a customer,
the business enterprise has two - and only two - basic
functions: marketing and innovation. Marketing and
innovation produce results; all the rest are costs. Marketing
is the distinguishing, unique function of the business”.
Portakabin demonstrates innovation in its exciting range of
products and new ideas.
 Marketing Activities
➢ Informs customers about products.
➢ Persuades them to buy.
An effective marketing campaign takes account of the AIDA model
principle - that it should raise Awareness of the product, excite
Interest in it, create a Desire for it and encourage Action to buy it.
 Raising awareness and creating interest
➢ Involve the use of promotional techniques such as exhibitions,
websites, direct mail , email and telemarketing campaigns.

Capturethedemand
➢ The sales force will then capture the demand that has been
generated and turn this into sales.

A "sales force" is a group within a company that conducts sales.

 Market research
Primary - first-hand for specific purpose
➢ Throughfocusgroups,questionnaires,interviews
Secondary - uses existing published data
➢ Marketorindustryreports,governmentstatistics
Qualitative
➢ Opinions, views, attitudes
Quantitative
➢ Numerical data for analysis and comparison
Ad hoc research
➢ Focus on developing new or existing product
 Customer Satisfaction
Satisfaction based on quality service
➢ 99.6% of projects completed on time and on budget
➢ Industry average 59% on time, 46% on budget
Portakabin market research uses two KPIs
Customer satisfaction
➢ Portakabin assesses 2,000 customers per year on key factors
and overall experience
Regularly achieves 9/10 for customer satisfaction
Translates into 50% repeat business and new recommendations
Net Promoter Score
➢ Measures how likely customers are to recommend others
Portakabin scores favorably against other-industry leaders
 Mystery Shopping
Researchers pose as normal
customers

➢ Results of mystery shopping

show that clients are
impressed with the 'human'
skills of portakabin staff. These
include courtesy, being
helpful, building rapport and
professionalism.
 The marketing mix
The balance of elements for
effective marketing
➢ Product
➢ Price
➢ Place
➢ Promotion
Portakabin adds a 5th
➢ Positioning
 Positioning
Positioning
➢ Informs customers how Portakabin is different
➢ Links to its Unique Selling Point
Portakabin brand is at the top of the market
➢ High quality, high levels of service
Customer Charter promises confidenceand peace of mind
➢ Gives significant competitive edge
 Product and Price
Product quality assured through
➢ Understanding the customer’s needs
➢ ‘3-stage gate’ - planning, manufacturing and delivery
➢ External accreditation of standards
➢ One-stop shop service
Price is competitive but not the cheapest
➢ Reflects high quality, support and Customer Charter
 Promotion and Place
Promotionturns‘prospects’intocustomers
➢ Above-the-line
Advertising in trade magazines
➢ Below-the-line
Direct mail
Targeted web pages
Time-lapse video on YouTube
Place
➢ Portakabin is a B2B organization
➢ Service delivered through 45 Hire Centre's across the UK
No customer is more than a one-hour drive away
1. Describe how a business such as Portakabin
uses marketing to drive business.

Portakabin regularly scores more than 9 out of

10 for customer recommendations. These, in turn,
drive sales growth. This high rate is one of the
reasons why approximately 50% of the Portakabin
Group’s business is from past customers.
Portakabin uses both primary and secondary
market search to find out what customers need.
2. Explain how Portakabin uses different types
of market research, both primary and
secondary, and different methods within these.
Primary research is first-hand research, such as interviews
and focus groups. Such research often gives better qualitative
data in the form of opinions, views and comments. Portakabin
held focus groups with customers and found that they wanted
more light in office buildings as this increased productivity.
Secondary research uses data
and information that has already
been published. It may provide
market and industry quantitative
data, often in the form
of statistics. Brand Vision
quantitative research showed the
importance of 'on time and on
budget' delivery. In 2009,
Portakabin delivered 99.6% on
time and on budget. This
compares very well against a
construction-industry average of
59% on time and 46% on budget.
3. Analyze the balance of price, product,
promotion and place in Portakabin. Explain
why the balance of the marketing mix is more
important than any single element.
Portakabin analyze the balance of 5 P’s. Generally there are 4 P’s in
almost every organization but there as additional P that is for
Positioning.

Positioning
 Why is Marketing mix important?

➢ If the product is not desirable no market will want to purchase

it.
➢ Without a suitable price point that meets the target market's
expectation the purchase will not take place.
➢ Without adequate promotion, there will be no knowledge of
the product.
➢ And if the placement and distribution is not appropriate for
the market, no one will know where to find it.

Therefore all of the basic four p's, product, price, place and
promotion are important.
3. Evaluate the contribution of customer
feedback to the success of Portakabin. Suggest
at least one other way by which Portakabin
could collect feedback and give reasons for
your suggestions.
Customer feedback is the key of the success of any business
Portakabin also see the feedback of customer and then apply the
suitable suggestion and Portakabin analysis what the customer
need or what they want
 My suggestion would be that they
could perform two tasks for starters

➢ Make improvements in Social network on internet and there

should must be an easy address written on each product with
a view that even visitors of that place could be in touch as
almost60% of the World population uses internet once a
month.
➢ There should be a survey on not just for the main customers
and higher authority of a company that buys the modular
building but also for the workers and visitors through question
answers
 Conclusion
Portakabin supplies premium working environments to clients

who demand ever-higher standards. It maintains its leading

position in a competitive market with a balanced marketing mix.

This is designed to provide clients with quality products and

highest service levels. It has developed as a trusted brand.