1. Introduction to marketing Use in conjunction with the Portakabin case study summary
THE TIMES 100

2. Marketing Marketing is...
‘The management process responsible for identifying, anticipating and satisfying customer requirements profitably’
Chartered Institute of Marketing

3. Segmentation
Splitting up the market into groups of people with similar needs and characteristics
Products and marketing activities can be tailored to the needs the segments
Markets can be segmented by age, gender, lifestyle, income and geography

4. Awareness - raising awareness of a product
AIDA
Marketing campaigns often take into account the AIDA model:
Awareness - raising awareness of a product
Interest – exciting interest in the product
Desire – creating desire for the product
Action – encouraging a purchase

5. Market research
Market research is the process of collecting data about customers and competitors.
There are two types of market research:
Primary research – gathering first-hand data, e.g. through questionnaires and focus groups
Secondary research – gathering existing data, e.g. through trade journals and government statistics

6. Market research and Portakabin
What are the two key performance indicators that Portakabin focuses its research on?
The two KPSs are:
Customer satisfaction – customer surveys determine the level of customer satisfaction.
Net Promoter Score – a tool that shows how popular the organisation is with existing customers

7. Marketing mix
The marketing mix refers to the elements needed for effective marketing. It is often referred to as the four Ps:
Product
Price
Promotion
Place

8. Portakabin’s fifth ‘P’
Other than Product, Price, Promotion and Place, what other ‘P’ does Portakabin add - and why?
Positioning is the fifth P. Portakabin positions itself at the top of the market, offering high quality products and services. This is because it creates customer confidence and adds value to the products.

9. Product
‘Product’ refers to the functions and features of a good or service
Should satisfy the needs of the customer
May have a Unique Selling Proposition (USP)
‘Product’ also includes a range of factors such as packaging, quality, warranties, after-sales service and branding

10. Price The price of a product will depend on: The cost to make it
The amount of profit desired
Other objectives of the business
The price competitors charge
The price customers are willing to pay
Is there a high demand?
Is demand sensitive to changes in price?

11. Promotion The aims of promotion are to: Raise awareness
Encourage sales
Create or change a brand image
Maintain market share
Promotional activities include advertising, sales promotion, sponsorship, public relations and direct mail

12. Promotion and Portakabin
What methods of promotion does Portakabin use?
Portakabin uses trade magazines, direct mail, , public relations, open days and targeted web pages.

13. Place Products should be conveniently available for customers to buy
‘Places’ include:
Stores
Mail order
Telesales
Internet
The use of
e-commerce (promoting and selling on the internet) has grown massively over the last few years

14. Place and Portakabin
What consideration is made when locating Portakabin Hire Centres?
Hire centres are never more than one hour’s drive away from Portakabin customers. This means that service teams are located close to customers so issues can be quickly resolved.

15. Useful resources
Introduction to marketing lesson suggestions and activities
Portakabin case study
Portakabin website