Entrepreneurial Marketing: A Social Media Marketing Plan for Airdri Group
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This assessment covers the social media marketing plan for Airdri Group, a UK-based company. It includes topics such as marketing audit, SWOT analysis, target audience, social media zones and vehicles, action plan, and marketing budget.
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Entrepreneurial Marketing
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INTRODUCTION...........................................................................................................................1 MAIN BODY..................................................................................................................................1 1. Executive Summary.................................................................................................................1 2. Marketing Audit.......................................................................................................................1 3. SWOT......................................................................................................................................2 4. Business objective...................................................................................................................2 5. Gather insight into target audience..........................................................................................3 6. Social media zones and vehicles..............................................................................................3 7. Create an experience strategy using selected zones................................................................4 8. Activation plan.........................................................................................................................4 9. Manage and measure...............................................................................................................5 CONCLUSION................................................................................................................................7 REFERENCES................................................................................................................................8
INTRODUCTION Entrepreneurial marketing help the organizations to expand their business but before that they need to identify the macro or micro external factors. By using SWOT analysis, business is abletoidentifycompany’sstrengths,weakness,opportunitiesandthreats.Ithelpsthe management to formulate their future strategies on the basis of it.For the better understanding of this concept, Airdri Group is selected which is UK based company and established in 1974. This assessment covers the social media marketing plan which include the several topics such as marketing audit, SWOT analysis, Target audience, social media zone and vehicles, action plan, marketing budget etc. This information helps the managers to make effective marketing plan which further used to achieve business goals & objectives. MAIN BODY 1. Executive Summary Airdri is a United Kingdom based organization which established in 1974 by Peter Philipps &Peter Allen. The company works across three different continents. This includes basically two companies. To remain ahead of the market, produce a wide variety of hand dryers and now build elevator door detector as well as voice system. The gate detection device can sense some sort of barrier that could be person or something visible through the windows. The door monitoring system, however, uses the same equipment found underneath hand dryers. In the elevator industry the Airdri Community is highly competitive(Onishi and Manchanda, 2012). The firm is now launching first ever jet-hand dryer. It newly introduced hand dryer uses just 200 watts of machine which seems to be the lowest manual dryer in the market opportunity. 2. Marketing Audit Marketing Audit is a process that lets companies execute plans, priorities and outcomes in order to evaluate B2Bor B2C marketing. Nonetheless, the company conducts marketing audit periodically in conjunction with Airdri to learn the exact business condition and recognise the key competitors of the product. Any and every thing relevant to the company is found through marketing audit. The organization does a thorough review to determine the relevant company's internally and externally situation. The organization makes use of SWOT Analysis within internal analyzes. 1
3. SWOT Swot analysis is a technique that assists an enterprise in determining the strategic role of the business in the future competition. Moreover this research allows an company to establish strategic strategy. Strengths: It helpful to make a company different from its rivals. In the context of Airdri, strength of the entity onits strong position on the UK market because of quality products, loyalty of their customers etc. In addition, by incorporating the social media program and using the platform, a large presence would be beneficial for the organization. Weakness: There are situations where an organisation cannot operate at the highest level. Nonetheless, the company's limitation will be rivals with connections to Airdri, as the social media approach introduced by Airdri would be readily applied by future clients of the firm. Some weakness are lack of skilled employees, lack of finance, inefficient management practices etc. Opportunities: Those are beneficial conditions that help a company achieve competitive edge. Airdri will extend its market activities across social media zones and automobiles in other major countries(Buhler and Nufer, 2012). In addition, the come will make good use of sites such as Instagram, YouTube and many others to increase awareness about product or service into market opportunity. Company also can expand their operations into another market by using online shopping methods or fast delivery options. Threats: These are things which may damage an organisation. In fact, the company's rivals will try to introduce the very same social media adopted by the company in the context of Airdri. Additionally, if the rivals have significant social media follow-ups, the company may be heavily influenced. Large competitors in this sector, high cost of manufacturing become the threat of Airdri Company for longer period. 4. Social Media objective Airdri Limited's key goal is essentially to maximize the average income of the business by 12 per cent over a 4 month timeframe. In fact, throughout 4months, the organization expects to improve its internet traffic by 20 per cent. In 4months, Airdri will target to growing its Facebook by 10 per cent. Raiseits twitter followers within four months by 7per cent. 2
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Build a YouTube channel within 4 months and hit 6000subscribers. 5. Gather insight into target audience There are also many methods in which focused consumer awareness is generated. Such observations are evaluated by organization in order to learn the consumers' preference as well as their wishes. After gaining correct information the business manufactures products that take into account target market needs. The company targeted market on a number of bases in Airdri 's case. Many of those are listed below: Demographics: According to one survey, intended demographic for Airdri comprises males and females between the ages of 30 and 65. The target market must have fair taxable profits such that the business goods will be used for profit. Organization serves all metropolitan and residential parts of UK under geographical position(Pike, 2015). In addition, the social media strategy would target local people living in the UK to improve the turnover of the business. Social networking practices: Airdi Company actively publishes their products and its details on social media sites by using social media sites. Such as Facebook, Instagram, Youtube for advertisement or gain more customers with this practice. Company also provide every details of theirproducts on officialwebsite for theconsumerswhich helpsin providing brand awareness. 6. Social media zones and vehicles There are many social media zones that and company adopts to accomplish thebusiness goal with efficiency. These are all very beneficial zones. However, the organization should follow the whole social media region in the case of Airdri so that they might accomplish the intended target successfully. Here are the social mediazones and vehicles that Airdri is to introduce as described below: Social relationship:This social networking environment is related to mutual contact between individuals or groups. It comprises Twitter , Facebook etc. Social Commerce:It includes the electronic buying and sale of goods and services by individuals and communities. Includes Airbnb, Trip Advisor etc. Social publication: Information about every single subject is disseminated to the public under this. It encompasses Flickr, Twitter etc. 3
Socialentertainment: Use social media platforms in this region for gaming purposes. It is comprised of videos, art games, etc. 7. Create an experience strategy using selected zones When social media development happens in an enterprise, there are many approaches which are practice(Charter and Polonsky, 2017). Such approaches are a great benefit to successfully accomplish an organization's corporate goals. Therefore, it is all necessary to enforce appropriate social media strategy. Use Chatbots: Business such as Airdri can use chatbots to communicate easily with end users of the product. Basically, this sort of connection is conducted on a computer application that is typically believed to influence internet communication with users. It is related to the social media relationship zone. Creating customized consumer experience: In fact, social enterprises such as Airdri will aim to provide the customized to the audience of the business in order to draw them to the service of the organization that helps to improve the overall market share. This strategy linked with the social commerce zone where they gather customer experience or formulate further strategy accordingly. Effective content marketing strategy: Airdri's content to be distributed to prospective consumers will, however, be factual and relevant in nature in order to include the required business details. This one is relation to the social publication where every social activities of the company published for the awareness of consumers. For example: any achievement or award should be published for the customer’s awareness. Development of target market community: Businesses may strive to build a large pool of supporters under the social media platform(Treadaway and Smith, 2012). Ultimately, it could help to successfully accomplish the set target of rising total market revenue. 8. Activation plan It is the process of converting any plan into action and in order to do it successfully, there are several actions required which are as follow: ActivitiesDescriptionTime period (2020) Time Scale Customer perceptionItcanbeaccomplishedbyofferingthe client’sfreedemotoprovidetheir InJanuary20 days 4
experience. Airdri should need to provide free demo to the selected customers as free sample of their productto test their reviews. month Collectinformation throughcustomer feedback Specificconsumers'inputisobtainedto assessthechanges.AsintheAirdri company, with the aid of online outlets they will evaluate their customers' input. As well as with this they will create new features as per thecustomer's need. Inthe monthfrom Januaryto February 30 Days Effective marketingBrand recognition can be achieved under this operation with the aid of social media areas. Such as the Airdri, social interaction zonewillincreaseawarenessoftheir products.Inwhichtheycoulddistribute theirproductsthroughdoneeffective marketing by using Facebooks, Instagram, Twitter etc. Startfrom Marchto April 20 Days Successfullydeliver the products Such practice involves delivering goods to theconsumerusinganappropriatetool. Airdri Limitedcan sell their productsonline or through offlinestores. Attheend of April 40 Days 9.Manage and measure That is the last phase in the Communications strategy for social media. The program is calculated in its success with the aid of an acceptable budget(Palmer, 2012). Below the social marketing campaign budgetis listed that shows thedifference between actual and anticipated costs of activities. Actual Cost Company received after the production but anticipated cost company calculate before production and it is totally based on the assumption. Managers ensure that company gain more than the anticipated but spend less than the anticipated cost. ParticularsAnticipated costActual cost 5
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Expens es Total budge t(in £) Janua ry Febru ary MarchAprilJanua ry Febru ary MarchAprilTotal actual expenses Video producti on £ 500£ 100£ 200£ 50£ 150£ 150£ 190£ 60£ 160£ 560 Content creation £ 250£ 60£ 80£ 10£ 100£ 80£ 100£ 50£ 90£ 320 Staff cost £ 400£ 100£ 100£ 100£ 100£ 120£ 120£ 120£ 120£ 480 Technol ogy £ 350£ 90£ 140£ 100£ 20£ 80£ 120£ 90£ 10£ 300 Agency charges £ 200£ 50£ 50£ 50£ 50£ 50£ 50£ 50£ 50£ 200 Promoti on £ 160£ 50£ 40£ 50£ 20£ 60£ 50£ 40£ 50£ 200 Graphic design £ 600£ 200£ 150£ 150£ 100£ 200£ 150£ 150£ 200£ 700 Total£2460£ 650£ 760£ 510£ 540£ 740£ 780£ 560£ 680£2760 Social media marketing campaign budget is used to predict the value which are going to spend and manager further manage finances accordingly.The anticipated costof this marketing budgetis £ 2460 and the actual cost is £ 2760. In this situation, they are expected to manage as much as feasible of their spending. Monitor: To manage the efficiency of their marketing plan for social media they must concentrate on certain tasks that incur higher costs(Tsalikis and Fritzsche, 2013). As well as reducing the cost by making good use of their limited capital. In fact, they will use their plan's benchmarking and Key Performance Indicator (KPI) tool to monitor the results. 6
KPI: Thiscan be described as some kind of strategy whichrelated to concentrating on certain things that are useful or not useful for businesses. Managers need to eliminate those activities which are not generating any profit for the organization but only occur cost. Airdri Limited can use the technique to monitor their marketing plan for the success of business and achieve their operational or marketing goals & objectives. This technique helps in controlling the each activity and make sure to minimise the production and other marketing activities in order to improve the profit margin. CONCLUSION From the above discussion it has been concluded that, in order to expand their market reach or capture market share inthe future market the business will effectively target their customers by using social media strategy. This strategy is to be implemented inproper and realistic way,so that the intended market goal is met within the defined amount of time process. This marketing strategy for social media, though, involves all the requisite zones and vehicles to help a company accomplish the business target with proper performance. In fact, the corporation is planning a detailed campaign strategy that lets an agency make choices based on the company's financial situation. 7
REFERENCES Books & Journals Buhler, A. and Nufer, G., 2012.Relationship marketing in sports. Routledge. Charter, M. and Polonsky, M .J., 2017.Greener marketing: a global perspective on greening marketing practice. Routledge. Desbordes, M., 2012.Marketing and Football. Routledge. Onishi, H. and Manchanda, P., 2012. Marketing activity, blogging and sales.International Journal of Research in Marketing,29(3). pp.221-234. Palmer, A., 2012.Introduction to marketing: theory and practice. Oxford University Press. Pike, S., 2015.Destination marketing: essentials. Routledge. Treadaway, C. and Smith, M., 2012.Facebook marketing: An hour a day. John Wiley & Sons. Tsalikis, J. and Fritzsche, D .J., 2013. Business ethics: A literature review with a focus on marketing ethics. InCitation Classics from the Journal of Business Ethics(pp. 337- 404). Springer, Dordrecht. 8