Unit 17 Learning aim C: Develop a digital marketing
campaign for a selected product or brand.
Name of the marketing campaign: Alexis Bike Repairs
Introduction
For this assignment I will be developing a digital marketing campaign for a
selected brand. In this case my brand will be a bike shop called “Alexis
bike repairs” located in chapel market. The stall is doing very well
because of all the accessories they provide to their customers as well as
them doing full repairs on many bikes. As well as selling bikes the stall
offers many services such as:
Full services.
All sizes Marathon Plus, different tyres.
Punchers.
Adjustments guias brakes.
Straight wheels.
Replace bearing cages.
Brake pads and All Cable checks
Ready made bikes ready to ride.
(This is an actual picture
taken of a part of the stall where the accessories are based.)
,Having spoken with shop owner, it is clear that “Alexis bikes” wants to
combine digital marketing to their existing marketing mix. Due to the world
advancing more and more people now buy their bikes online over the years
which has led to a fall in sales. Additionally, because of the covid-19 pandemic
it is clear that sales decreased majorly as many people were made to stay
indoor and shops had to be closed for many months. The shop therefore wants
to increase their brand loyalty and promote the brand personality.
To promote the store and further connect with their customers “Alexis Bike”
will release an app where customers can cycle and be rewarded points for the
kilometres they accumulate overtime, these points will then be available for
them to redeem on purchases made at the shop. Aside from this, one thing can
be done to motivate the cyclists and customers more will be to hold
competitions that users who download the app will be able to participate in for
a chance to win a prize. The use of this will be to meet marketing objectives
such as promoting brand personality, which will increase the brands
popularity and over a long term increase brand loyalty.
My Marketing campaign will also be introducing a new website, email and
social media marketing which will help meet the aims and objectives of “Alexis
bike repairs”. The Email strategy will help to keep customers up to date with
the latest offers available at the store keeping customers alert on a
subscription by sending regular emails to them by Alexis.
The Launch date of the marketing
campaign will be the 7th of July, the reason
for this is because it is near the start of
summer and this is when people are most
likely to start cycling more and purchasing
bikes because its warm and people want to
go outside more. This could mean that this
campaigns success is also based on the
YXhQxezSyQ1g= weather conditions, if it is cold and raining
its less likely that customers would want to
buy bikes or even go out for cycling. As this
is a potential issue the way that I will be
able to resolve this is by checking and
keeping an eye on the weather forecast to
make sure the weather conditions are
good and if not, it may mean that I will
need to change the launch date to a much
later one for this digital marketing
campaign. (D3)
,For this marketing campaign the budget will be £35,000, this will be spent on
creating the app which I’ve spoken about above and advertising it. This will
also be spent on making a new commercial website for the business and
creating an email for communication with customers. The rest will be used for
social media marketing In the first year, the estimated return on investment
will be about 40%, which is excellent given that the primary goal of this
marketing strategy is to improve consumer loyalty. Since the organisation still
uses conventional ads, the digital marketing strategy will fit right in with the
rest of the marketing mix. The campaign will be promoted with posters in the
shop as well as other locations such as local bus stops and train stations. As a
result, the marketing message will reach a larger number of people. (M3)
Situational Analysis and Market information
PEST- These are all external factors and cannot be controlled by the business
but with some use of research the business will be able to make the right
decision for their digital marketing.
Political factors
Many people nowadays are cycling in London and the number of cyclists
increase every year. The number of cyclists has more than doubled since the
year of 2010. The UK government has a great number of laws and agreements
that have been set up to improve the air conditions in many cities and to
reduce the number of harmful emissions. Cycling has been one of the most
environmentally way of getting around and at the same time a very great way
for people to stay fit and exercise staying healthy mentally and physically
whilst travelling around cities and favoured destinations.
In 2013 the NHS had spent around a total of £6.8 billion on cardiovascular
disease. It is Proven that doing regular exercise and activities such as Cycling
reduces the risk of having cardio vascular disease, this is why the government
encourages the promotion of cycling and sometime invest in various e
different cycling projects for people to participate in which will result in the
NHS saving a lot of their finance. The projects in which the government include
creating new cycling routes for people and also creating many cycling
demonstration towns which have received £500,000. The money has been
spent on educating schools about cycling, promoting cycling and also to
provide tax incentives to employers who encourage their employees to cycle
to work.
, Economic factors
The Cycling industry contributes about £5.4 Billion to the UK and is one of the
known growing markets as people are realising travel is getting expensive and
cycling could be a better alternative to them to stay healthy and save money
on travel such as Taxis and TFL in the long run. Data also shows that the
industry is responsible for 64,000 jobs that include maintaining, manufacturing
and distributing bikes.
If cycling is increased from less than 2% of all journeys (current levels) to 10%
by 2025 and 25% by 2050, the cumulative benefits for England will be worth
£248 billion between 2015 and 2050, yielding annual benefits worth £42 billion
in today's money in 2050. Cycling now brings £3 billion to the UK economy
every year. It was confirmed that on April the 1st the minimum wage in the UK
rose which mean that shops and businesses now have to spend more on their
employees, this Means that Alexis bikes will also need to change their wage for
employees, and this may be a little difficult and may have impact on profits.
Social factors
The society in the UK is becoming increasingly aware about the carbon
footprint and trying to change their ways of living to be more sustainable by
doing things such as recycling materials to reduce pollution. People are being
more aware of the natural environment so some consumers have decided that
they will Switch their way of travelling more often by taking green buses which
work on electricity and using bicycles every so often. This could lead to an
increase of sales for the business, the business should look at and also
emphasise the health benefits of cycling to people. A way in which this has
been promoted is by having bike clubs around the UK, This is where people
meet up in different places and different clubs all around the UK to cycle
around parks, landmarks and also giving the opportunity to introduce this to
younger people by also giving them a club to have fun.
campaign for a selected product or brand.
Name of the marketing campaign: Alexis Bike Repairs
Introduction
For this assignment I will be developing a digital marketing campaign for a
selected brand. In this case my brand will be a bike shop called “Alexis
bike repairs” located in chapel market. The stall is doing very well
because of all the accessories they provide to their customers as well as
them doing full repairs on many bikes. As well as selling bikes the stall
offers many services such as:
Full services.
All sizes Marathon Plus, different tyres.
Punchers.
Adjustments guias brakes.
Straight wheels.
Replace bearing cages.
Brake pads and All Cable checks
Ready made bikes ready to ride.
(This is an actual picture
taken of a part of the stall where the accessories are based.)
,Having spoken with shop owner, it is clear that “Alexis bikes” wants to
combine digital marketing to their existing marketing mix. Due to the world
advancing more and more people now buy their bikes online over the years
which has led to a fall in sales. Additionally, because of the covid-19 pandemic
it is clear that sales decreased majorly as many people were made to stay
indoor and shops had to be closed for many months. The shop therefore wants
to increase their brand loyalty and promote the brand personality.
To promote the store and further connect with their customers “Alexis Bike”
will release an app where customers can cycle and be rewarded points for the
kilometres they accumulate overtime, these points will then be available for
them to redeem on purchases made at the shop. Aside from this, one thing can
be done to motivate the cyclists and customers more will be to hold
competitions that users who download the app will be able to participate in for
a chance to win a prize. The use of this will be to meet marketing objectives
such as promoting brand personality, which will increase the brands
popularity and over a long term increase brand loyalty.
My Marketing campaign will also be introducing a new website, email and
social media marketing which will help meet the aims and objectives of “Alexis
bike repairs”. The Email strategy will help to keep customers up to date with
the latest offers available at the store keeping customers alert on a
subscription by sending regular emails to them by Alexis.
The Launch date of the marketing
campaign will be the 7th of July, the reason
for this is because it is near the start of
summer and this is when people are most
likely to start cycling more and purchasing
bikes because its warm and people want to
go outside more. This could mean that this
campaigns success is also based on the
YXhQxezSyQ1g= weather conditions, if it is cold and raining
its less likely that customers would want to
buy bikes or even go out for cycling. As this
is a potential issue the way that I will be
able to resolve this is by checking and
keeping an eye on the weather forecast to
make sure the weather conditions are
good and if not, it may mean that I will
need to change the launch date to a much
later one for this digital marketing
campaign. (D3)
,For this marketing campaign the budget will be £35,000, this will be spent on
creating the app which I’ve spoken about above and advertising it. This will
also be spent on making a new commercial website for the business and
creating an email for communication with customers. The rest will be used for
social media marketing In the first year, the estimated return on investment
will be about 40%, which is excellent given that the primary goal of this
marketing strategy is to improve consumer loyalty. Since the organisation still
uses conventional ads, the digital marketing strategy will fit right in with the
rest of the marketing mix. The campaign will be promoted with posters in the
shop as well as other locations such as local bus stops and train stations. As a
result, the marketing message will reach a larger number of people. (M3)
Situational Analysis and Market information
PEST- These are all external factors and cannot be controlled by the business
but with some use of research the business will be able to make the right
decision for their digital marketing.
Political factors
Many people nowadays are cycling in London and the number of cyclists
increase every year. The number of cyclists has more than doubled since the
year of 2010. The UK government has a great number of laws and agreements
that have been set up to improve the air conditions in many cities and to
reduce the number of harmful emissions. Cycling has been one of the most
environmentally way of getting around and at the same time a very great way
for people to stay fit and exercise staying healthy mentally and physically
whilst travelling around cities and favoured destinations.
In 2013 the NHS had spent around a total of £6.8 billion on cardiovascular
disease. It is Proven that doing regular exercise and activities such as Cycling
reduces the risk of having cardio vascular disease, this is why the government
encourages the promotion of cycling and sometime invest in various e
different cycling projects for people to participate in which will result in the
NHS saving a lot of their finance. The projects in which the government include
creating new cycling routes for people and also creating many cycling
demonstration towns which have received £500,000. The money has been
spent on educating schools about cycling, promoting cycling and also to
provide tax incentives to employers who encourage their employees to cycle
to work.
, Economic factors
The Cycling industry contributes about £5.4 Billion to the UK and is one of the
known growing markets as people are realising travel is getting expensive and
cycling could be a better alternative to them to stay healthy and save money
on travel such as Taxis and TFL in the long run. Data also shows that the
industry is responsible for 64,000 jobs that include maintaining, manufacturing
and distributing bikes.
If cycling is increased from less than 2% of all journeys (current levels) to 10%
by 2025 and 25% by 2050, the cumulative benefits for England will be worth
£248 billion between 2015 and 2050, yielding annual benefits worth £42 billion
in today's money in 2050. Cycling now brings £3 billion to the UK economy
every year. It was confirmed that on April the 1st the minimum wage in the UK
rose which mean that shops and businesses now have to spend more on their
employees, this Means that Alexis bikes will also need to change their wage for
employees, and this may be a little difficult and may have impact on profits.
Social factors
The society in the UK is becoming increasingly aware about the carbon
footprint and trying to change their ways of living to be more sustainable by
doing things such as recycling materials to reduce pollution. People are being
more aware of the natural environment so some consumers have decided that
they will Switch their way of travelling more often by taking green buses which
work on electricity and using bicycles every so often. This could lead to an
increase of sales for the business, the business should look at and also
emphasise the health benefits of cycling to people. A way in which this has
been promoted is by having bike clubs around the UK, This is where people
meet up in different places and different clubs all around the UK to cycle
around parks, landmarks and also giving the opportunity to introduce this to
younger people by also giving them a club to have fun.
