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Unit 17 Assignment 2
Name of the campaign: Go Biky
Digital marketing campaign
Launch date: 4th of June 2020
Content
Introduction ………………………………………………….………………………………………………………………..….….………..2
Situation analyses and market Information………………….…………………………………….….……………….………..3
Political factor
Economic factor
Social factor
Technological factor
Competitor analysis of Biky………………..………..……………………………………………………….…………….…….……..5
Customer analysis…………...………………………………………………………………………………………………..……………..6
Demographic segmentation
Behavioural segmentation
Brand persona
Micro environment analyses – SWOT……………………..…………………………………………………………….………….8
Aims and objectives of the digital marketing campaign …………………………………………………………………..10
Connect with the customers
Create brand storytelling
Customer Retention
Increase in visits and online registrations
Marketing tactics – product, place, price, promotion…………………..………………………………………………….11
Promotional mix: Advertising, Sales Promotion, Personal Selling, Public Relations…………..….………….12
Key message, Call To Action, Follow Up, Resource Identification, Timing, Budget…………….….………….13
Justification and concerns ………..………………………………………..…………………………………………………………..15
Control and Measurements ………..…………………………………………………………………………………………………..16
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Unit 17 Assignment 2
Introduction
Biky is a small bicycle shop based in London, which is
specialised in the niche market of folding bikes. The shop
is doing well due to the accessories sold and the services
like bike repair which are provided. The shop owner
wants to integrate digital marketing to their broader
marketing mix. In the past few years there have been
decrease of sales due to people choosing to buy their
bikes online, therefore he wants to increase his brand
loyalty and promote the brand personality. To promote it
and build relationship with their customers Biky will
introduce a revolution in the cycle market sector – an app
that motivates people to go out cycling giving them
http://www.foldingbikes.biz/
rewards points the more they cycle which they can spend in wpimages/wp0_wp09e47be2_05.jpg
the shop. To further motivate people, the app will have
competitions in which people will be competing against each other for a price. This will help meet
the marketing objectives - promote the brand personality and make the business more popular,
which will significantly increase the brand loyalty. My digital marketing strategy also involves
introducing a brand new e-commercial website, email and social media marketing which will help
Biky to meet its objectives and aims. The email tactic that will be used will involve sending regular
emails to all of the subscribers giving them useful information regarding cycling and the latest offers
by Biky.
The planned lunch date for the marketing campaign is the
4th of June, the main reason being is that the beginning of
the summer is the best time to advertise bikes because
people buy more due to the good weather conditions. On
this note one key issue that have emerged from my
research is that the success of my marketing campaign
can very based on the weather. If it is raining or it is cold,
people would not be interested in buying bikes. To
https://hips.hearstapps.com/hmg- resolve this issue I will check the weather forecast and if
prod.s3.amazonaws.com/images/1/ the weather conditions are not good I will have to consider
changing the dates of my digital marketing campaign. (D3)
For my marketing campaign the budget is £35 000 and it will be spend on creating a new e-
commercial website for the business, developing the app and advertising it as well as setting up
business email communication software. The rest will be put towards social media marketing. The
expected return on investment is going to be around 40% in the first year, which is really good
considering that the main aim of the marketing campaign is to increase customer’s loyalty, not sales.
This digital marketing campaign will fit perfectly with in the wider marketing mix as the company
already uses traditional marketing. The campaign will be advertised with posters on the shop as well
as other locations like local bus stops and metro stations. This way more people will be exposed to
the marketing message. (M3)
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Unit 17 Assignment 2
Situation analyses and market Information
Macro environment analysis – PEST. This factors are external and can’t be controlled by
the business, but the research will help to take the right marketing decisions.
• Political factor - Many people are cycling on
London major roads, the numbers have nearly doubled
since 2000. The UK government has a number of
agreements and laws to reduce the harmful emissions
and improve the air conditions in the cities. Cycling is the
most environmentally friendly way of traveling and at
the same time regular cycling is a great way to improve
physical and mental health, improving well-being and
reducing the risk of premature death and ill- health. The
NHS spend £6.8bn in 2013 on CDV (cardio vascular
disease), around 20% of which were due to death and https://www.wikihow.com/images/thumb/8/8f/
14% due to illnesses in the working age. It is proven that Avoid-Unneeded-Doctor-Visits-Step-1-Version-
physical activities like cycling help prevent CDV and that is
why the government increasingly invests and supports the development and promotion of cycling
through variety of projects and initiatives, which will result in saving billions of NHS’s finances. Those
projects include creating more cycle routes, creating a number of Cycling Demonstration Towns
which received £500,000. The cities spend those money on promoting cycling, educating about
cycling skills and benefits in schools, and providing tax incentives to employers to promote cycling.
• Economic factor – The cycling industry contributes £1.6bn to the UK economy and continues
to grow every year which is due to people realising that cycling is a great way to travel, save money
and at the same time to keep fit and environment friendly. In 2010 around 23 000 people were
employed directly in the bicycle sales, distribution and maintenance of bikes, generating £500m in
wages and £100m in taxes.
In 2018 the minimum wage is expected to increase by 5% present which means that the Shop will
have to spend more on wages. They will have to find ways to compensate the bigger expenses,
which can be hard especially in this moment of uncertainly with Brexit coming soon.
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Unit 17 Assignment 2
• Social factor – The UK society is more
aware and concern about the natural
environment than ever before. People don’t
mind spending a bit more on green products
and happily help by recycling their waist and
look for ways to reduce their carbon footprint.
The people who are more concerned for the
environment and the pollution caused by cars
may decide to use public transport with
conjunction with cycling. This can lead to
increase of sales; the company has to
emphasise all the environment and health
benefits of cycling. Across the UK there are
many Folding Bicycle clubs where people with
folding bikes socialise and cycle together. A
good example is The Folding Society a club
based in the midlands, which organises
different events and rides in this part of the
country. https://www.webhealthjournal.com/
uploads/2016/12/infographic-about-
Technological factor – Folding bikes have come a
long way nowadays, they can fold into smaller than average suitcase and be taken virtual anywhere.
To fold them takes only a few seconds which makes it really convenient for everyday use. On the
other side there is a rising submarket of electronic bikes which can appear more attractive to older
people because you don’t need to pedal as much. This can become a big competitor and can result
in losing clients and reducing the sales. The population of UK is growing order statistics show and as
people get older they start to look for more comfortable products which can result in increase in the
sales of electronic bikes. (D3)
https://www.pinterest.ca/pin/390616967658675762/
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