Entrepreneurial Marketing in Airdri

Entrepreneurial
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Word of Mouth Marketing..........................................................................................................1
Innovative Marketing..................................................................................................................3
CONCLUSION................................................................................................................................5
REFRENCES...................................................................................................................................7

INTRODUCTION
Marketing refers to an activities which is carried out by a firm in order to attract
promoting business in effective manner so that customers get attracted. Through this company
able to promote their products and services properly so that customers get attracted toward it and
encourage to purchase products as well as services. Marketing include various functions such as
advertising, selling, delivering, attracting customers and many more. There are various benefits
which can be gain by marketing such as expansion of business, enhance in economy, brand
loyalty, brand equity, competitive advancement and many more (Mort, Weerawardena and
Liesch, 2012). Organization taken for this report is Airdri which is established by Peter Philipps
and Peter Allen in year 1974 at Oxfordshire, United Kingdom. It is a private company having
approx. 200 employees. The respective company manufacture as well as design hand dryers,
noise reductions and so on. Along with this they are specialized in reducing energy consumption,
global logistics, designing, manufacturing and many more. Products ranges of respective
company is awarded by United Kingdom Noise Abatement Society's Quiet Marks. Now this
organization is leading by son's of Peter Philipps i.e. Toby as well as Bruce. The respective
company adopt various marketing strategy so that they can attract more and more customers.
They are mainly targeting to big organization, shopping malls, hospitals, colleges and many
more for offering their wide range of products. Topics which mentioned in this report are
marketing method which are most appropriate for a company, effectiveness of social media
marketing, benefit of word of mouth publicity for respective company. Along with this, it will
include methods of innovative marketing which help company in promoting as well as growing
their business in effective manner at their potential market place. Through this evaluation,
company able to know which is most appropriate innovative marketing method for Airdri
company.
MAIN BODY
Word of Mouth Marketing
Word of mouth marketing is also known as word of mouth advertising and it is generally
take place when service user like products and service offered by a company. It is consider as
one of the most effective marketing techniques (Miles and et.al., 2015). Word of mouth is a free
advertising technique which is based on customer's experiences. Word of mouth publicity get

encouraged when more interaction is occurred between customer and customers or customers
and marketers. This publicity also includes marketing through buzz, blogs, viral, social media
marketing and many more. There are several ways which can be used by company in order to
promote their word of mouth publicity such as generate contact with users by wishing them on
their special day, occasion etc., share reviews of customers on websites so that showcase honest
review. Along with this company can provide options for products rating on their websites,
provide referral program and many more. Word of mouth publicity depends upon major six key
factors i.e. social currency, emotion, public, stories, triggers and practical value (7 Must-Have
Word-of-Mouth Marketing Strategies [Infographic], 2019). These factors will decide whether a
person like a products or service or not and they will promote product.
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Effectiveness of word of mouth can be analysis through its advantage and advantage.
There are various advantages of respective technique of promotion which help in increasing
company sales and profitability ratio. On the other hand, there are some disadvantage of
respective method because sometime negative mouth publicity impact on company selling and
profitability ratio. Some of major advantage and disadvantage are given below:-
Advantage:
 Cost – Word of mouth didn't required any capital to conduct promotion activities. It will
occur when a service user is highly satisfied with the products and services which are
offer by a company at their potential marketplace. It is beneficial for a company because
in this they didn't need to invest money on advertising they get enhancement of sales in
additional way. It is also essential for Small and medium company who have generally
limited budget of advertising. In respect of respective company when they adopt word of
mouth technique for promotion they didn't required fund for advertising.
 Trust – It is one of the major advantage of word of mouth that through it company able
to establish trust as well as credibility among their potential customers. It is generally
occur when a customer know about products and services from their trusted relative. This
will also encourage them to visit store for purchase products as well as service through
which company's sell and profitability get enhanced (Ionita, 2012). In context of Airdri
when they adopt respective technique they able to develop trust among potential
customers which help them in retaining them for a long time duration.
Disadvantage:
 Spread Slowly - This advertisement if effect but spread slowly. Word of Mouth is long
process because it take long duration by a customers for trusting on a particular products
and then advise it to some other person for using that product or service. This
disadvantage can be ignored or removed by adopting electronic medium for word of
mouth publicity in which company share customers review as well as feedback on social
media or on website (Pros & Cons of Word of Mouth Marketing. 2019). Through this
other customers can check effectiveness of products and services. In respect of Airdri
when they adopt word of mouth techniques they have to wait for a long time duration in
order to see outcome.
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 Negative feedback effect – In word of mouth technique negative publicity spread
quickly or impact badly on customer’s decision. Along with this negative publicity of a
product stay on customer’s mind for a long term duration. The respective situation will
occur when a service user is not satisfied with products and services offer by a company.
In order to avoid this negative impact company must develop product and services of
good quality so that customer get satisfied with product and conduct positive publicity
(Hallbäck and Gabrielsson, 2013). In respect of respective company when if some one
promote negative publicity of any product then it will directly impact on company's
goodwill, sales and profitability ratio.
In respect of Airdri they can adopt word of mouth publicity technique because there is no
need of financial investment and it will impact on market in effective manner. So by using this
tool respective company able to promote their products in effective manner which help in
enhancing customer's base and profitability ratio. Through this respective company also able to
increase their loyal customers who will promote as well as advertise products in appropriate way
which leads to enhancement in sales and profitability.
Innovative Marketing
Innovative marketing refer to combination of innovative activities as well as process
which help company in attracting customers in order to convince them to purchase products.
Through this an organization also able to communicate about new products as well as services at
marketplace properly and in innovative manner (Franco and et.al., 2014). Innovative marketing
is mainly concern with market research through which company know about their potential and
target customer's needs, trends and behaviour related to a particular products or service. Through
this a company able know about innovative techniques and tools of marketing by which they can
promote their products and services properly which attract customers. There are various
innovative marketing tool which can be use by a firm such as social media, inbound lead
generation, marketing automation and many more. Through these marketing strategies company
able to attract huge audiences from various locations as well as encourage them to purchase their
products and services in order to increase profitability ratio Some major of them which is
effective for a firm are explain below:-
 Social media marketing: It is one of the most effective tool which attract customers.
Through this company able to cover huge number of audiences of local, national and
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international level. Now a day there are some major social media sites which are used by
company in order to promote as well as advertise about the products and services such as
Facebook, linked in, Instagram, twitter, google + and many others (Jones, Suoranta and
Rowley, 2013). Through this innovative marketing tool a company may advertise their
product and services in most attractive and innovative way. Along with this, through
social media marketing company also able to establish positive relationship with
customers.
 Mobile Marketing: According to this marketing strategy company advertise and
promote their products and services through mobile technology. In this an organisation
generally send messages, referral code, promotional code and many more to their
potential customer's mobile numbers. Along with this, accordingly to respective
technology company send wishes to customers on their special day or any concussion
through this customers feel connected toward the company and become a trusted as well
as loyal customer. According to this company may also take feedback as well as advice to
their potential service users which help them in developing decision related to products
and services.
 Marketing Automation: It refers to techniques which is adopted by company in order to
attract customers and provide them appropriate information related to product and its
delivering process. This techniques is generally used by a company which is conducting
its business through online medium (Hills and Hultman, 2013). According to this tool and
techniques company provide each and every description related to products and services
along with its delivering details. It is a software which provide free information about the
offering so that customer can interact them if there is any issues occur. This will insure
about smooth marketing of products as well as services.
In respect of Airdri the most appropriate innovative marketing technique for them is
social media marketing because through it they able to attract more and more customers from
local, national and international level. This will also help respective company in establishing
effective relationship with customers or services users. Along with this through social media
respective company able to advertise as well as promote their new products in effective manner
which help in attracting customers at huge ratio (Hills and Hultman, 2013). Moreover through
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social media marketing company able to ask for suggestion as well as feedbacks from their
potential and target services users which help them in developing products.
CONCLUSION
By evaluating above discussed point it can be analysis and summarised that marketing is
essential for a firm because through it they able to attract customers and encourage them to
purchase their products and service. Through effective marketing process an organization can
expand their profit ratio as well as market shares. Moreover it is necessary for a company to
identify proper marketing tool which help them in enhancing their market opportunity. There are
various marketing tools that can be adopted by company such as word of mouth technique,
online advertising, print media advertising like newspaper, magazines, booklets and many more
etc. Along with this they can also use social media, digital media and many more because
through it company able to cover more potential customers in order to attract them for
purchasing products and services. There are various pros and corns of these tools such as
advertising on TV will attract more customers but is very expensive which can be much
affordable by small and medium companies. Word of mouth publicity is one of the effective
publicity and promotion method for small and medium companies because in it no cost is
required and impact on person's mind very strongly. But this is a slow method of promotion
because company need to identify develop trust on service users so that they can promote or
advertise their product and services to their fiends, family and relatives. This practice or
techniques is take place when company develop products as well as services which attract
customers and fulfil their need or requirement. Along with this there are various innovative
method of marketing which helps an organization in attracting more and more customers in order
to enhance their sales and profitability ratio. Some of the most attractive innovative marketing
methods are social media, digital media, print media and many more.
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REFRENCES
Books and journals
Mort, G.S., Weerawardena, J. and Liesch, P., 2012. Advancing entrepreneurial marketing:
Evidence from born global firms. European Journal of Marketing. 46(3-4). pp.542-561.
Miles, M., and et.al., 2015. Exploring entrepreneurial marketing. Journal of Strategic
Marketing. 23(2). pp.94-111.
Ionita, D., 2012. Entrepreneurial marketing: a new approach for challenging times. Management
& Marketing. 7(1). p.131.
Hallbäck, J. and Gabrielsson, P., 2013. Entrepreneurial marketing strategies during the growth of
international new ventures originating in small and open economies. International
Business Review. 22(6). pp.1008-1020.
Franco, M., and et.al., 2014. An exploratory study of entrepreneurial marketing in SMEs: The
role of the founder-entrepreneur. Journal of Small Business and Enterprise
Development. 21(2). pp.265-283.
Jones, R., Suoranta, M. and Rowley, J., 2013. Entrepreneurial marketing: a comparative
study. The Service Industries Journal. 33(7-8). pp.705-719.
Hills, G.E. and Hultman, C., 2013. Entrepreneurial marketing: Conceptual and empirical
research opportunities. Entrepreneurship Research Journal. 3(4). pp.437-448.
Online
7 Must-Have Word-of-Mouth Marketing Strategies [Infographic]. 2019. [online]. Available
through:<https://www.impactbnd.com/blog/word-of-mouth-marketing-strategies-
infographic>.
Pros & Cons of Word of Mouth Marketing. 2019. [online]. Available
through:<https://smallbusiness.chron.com/pros-cons-word-mouth-marketing-
52484.html>.
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