Poundland has used marketing and PR techniques to improve its public image, as summarized in a case study. These techniques include: 1) Generating positive publicity on social media about Poundland's chocolate coins being as good or better than rival brands like Cadbury and Harrods. 2) Conducting market research showing Poundland coins beat rivals in taste tests, which was publicized to influence shopping preferences. 3) Using targeted Facebook ads and social media campaigns to reach key demographics like women shoppers. 4) Increasing online traffic and media coverage through competitions, social media engagement, and celebrity endorsements. The overall message is to change perceptions of Poundland from a "

1. P R EXCERICSE
Pound Land Case Study.
Olivia Bolt

3. Marketing and PR techniques have been used to create a better image of pound land. I am going to using two
examples from two sources to show the technique that are used by publications such as BOTTLE and a Pound
land Case study.
Positive publicity- Pound land has got a lot of positive publicity on social networking about their Christmas chocolate
coins. On twitter many people have tweeted about pound land chocolate coins being better than Harrods and Cadburys.
They have said that pound land chocolate coins ‘beat
the taste test.’ One tweet is saying that they were so
delicious that they lasted 10 seconds on the daily star
desk. This is positive publicity that will make people
want to go buy these.
This is from BOTTLE and definitely is also used as a
marketing strategy to get people to buy from pound
land. It is showing that the brand is as good as the
very top brands. The idea of this case study is to make
peoples opinions change of pound land and it is to be
seen on a par with Morrison's and Tesco.

4. Here shows marketing and analysing. Here pound land have carried out market research to find out
which chocolate coin tastes better. They have got someone who is able to try the chocolate coins.
Through his result they have analysed this and come up with the conclusions that pound land chocolate
coins are just as good as Cadburys and even better than Harrods. This shows the marketing of this
product. BOTTLE show this by including the tweets of what one of the tasters said.
On another pound land campaign, Here shows that they have researched and analysed their market to understand the best
ways to communicate. They targeted women, reasoning that they are still mostly responsible for the weekly shop in their
demographic. Women are more likely to do the weekly shop than me. They chose to use Facebook to target their audience
of women who are middle aged and mothers as this is the most likely social networking site that they will be on. As
facebook attracts the more older people in our society. This is why they have chose to promote their campaign on here.
Market strategy is used here as well because they using a social media strategy to promote their campaign which is a strategyto achieving what
they want which is as much business as the big supermarkets.

5. This part of the relentless approach on the Case study gives an example of the marketing strategy. It shows what methods and strategy they
used to get more fans of Poundland. The case study was to Increase online traffic, media coverage and product placement. The PR agency
BOOTLE has used competitions, focusing on conversations, answering their customers questions, focusing on their content to achieve what
they wanted to achieve. Marketing strategy is all about using methods to achieve what they want to achieve.
This is advertising for Poundland on social media. Here they are advertising
themselves on twitter. They have an account to advertise their store by ‘tweeting’
which is posting about themselves to the people that follow them. This is letting
people know about what they are getting up to.
This is what they said in their case study about advertising through social media. This is what BOTTLE set up for
Poundland to socially get them involved in their customers. It was a house resource to running their facebook page and
twitter stream. As this way of advertising their brand got a lot of interest from the public they needed full time
monitoring.
They achieved most of their advertising through social media, social networking channels and editorial (newspapers). This was
through the above elements that I have already discussed.

6. With hardly much advertising but on social media. BOTTLE has focused on opening new stores and making this exciting. They are have created
events to do this. The events have been competitions and this is also a way of advertising their brand. The competitions appealed to their key
demographics. This gave them more publicity and got them more customers who were interested in these competitions. This also gave them
positive publicity. The celebrities gave them a bit more a step up. It attracted their key demographics.
This is more positive publicity about the shop. It was features in the Mirror’s bargain Xmas, This attracts more customers to come get
value for money Christmas things like food and decoration.
Managing the message can be very general about this campaign. The message that Poundland are trying to manage is that they do not
want to be known as a ‘cheap shop’ they want to known as a supermarket that gives you value for money. BOTTLE are there to manage this
message. They are there to change the way in which the public perceive Poundland. This is the message that BOTTLE are trying to achieve
they have done this by getting pound land good publicity, getting them on social media, marketing them against people like Cadburys.

7. When Poundland came about they were seen as a cheap shop which had the stigma of selling cheap, nasty and products that were not
useful. Through this damage limitation has been caused and they are not trying to prove people wrong. They are trying their best by using
BOTTLE PR to use the perception of their brand and make it to any other supermarket. Instead of being cheap being value for money. They
are trying to limit the damage that has been caused to the negativity to the shop and make it known in a positive way.
This is a headline on BOTTLE to give Poundland the publicity of that they are trying to get their store up to a leading high street retailer.
Rather than another cheaper shop attracting the wrong kind of people.