Social Media Marketing for Launching Outdoor Theater Setup

This document discusses the significance of social media marketing in launching a new product, particularly an outdoor theater setup. It covers the strategies, objectives, and budget required for effective marketing. The document also explores the role of social media zones and vehicles in reaching the target audience. It provides insights on creating an experience strategy and establishing an activation plan for a successful product launch. Overall, it emphasizes the importance of social media marketing in achieving marketing goals.

Entrepreneurial
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Small-Medium Enterprises.....................................................................................................3
Current Market Situation........................................................................................................4
Objectives...............................................................................................................................6
Gather insight into target audience.........................................................................................6
Select social media zones and vehicles..................................................................................7
Create an experience strategy using selected zones ..............................................................8
Establish activation plan ........................................................................................................8
Action Plan Budget.................................................................................................................8
Controlling and Monitoring....................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Social Media Marketing, the name itself defines a lot i.e. creating a market for
company's products and services using social media and networks. It provides a company an ease
to connect its customers and attract new ones in order to accelerate the sales and attain the
desired goals. Famous social sites like Facebook, Instagram, Twitter, Mails etc. are used to make
the users notice about the products and services, company is offering. The main aim to target
consumer on social media is that most of the population gets themselves engaged on these
platforms which enables the marketers to cover a large range of audiences. Accordingly the
company forms strategy, plans and publish the formed strategy then control and monitor the
applied strategy and ultimately analysis the results and take measures in order to overcome the
flaws.
MAIN BODY
Small-Medium Enterprises
Even small and medium enterprises play a vital role in an economy (Dolan and et. al., 2019).
SMEs refers as small medium enterprises. It is bifurcated into three enterprises which are as
follows:-
 Micro enterprises: number of count of employees must be ten or less with an annual
turnover of €2million
 Small enterprises: number of employees must be 10 to 50 employees with an turnover of
more than €2million but less than €10million
 Medium enterprises: count of employees must be 50 to 250 employees with an annual
turnover of more than €10million but less than €50million
Verdant Leisure, Privately held Company is a holiday park operator in Scotland and the
North England. The company offers self catering holidays and holiday home ownership
accompanied by the luxury experience. Further the company offers their consumers to buy or
rent a holiday home or a caravan with excellent quality.
Executive Summary: Verdant Leisure Company with the help of marketing strategies is
planning to launch its new product which is the Outdoor Theater setup. This new idea will
provide an full package of holiday experience. People enjoying park located in a perfect location

with the open cinema with 3D screen will result into a memorable experience. Thus, will help to
contribute in the growth and success of company
Current Market Situation
SWOT Analysis
Strengths
Some of the strengths of the new product are:-
 The customer satisfaction is generally
the motive of every company. Thus,
with good management team and its
goodwill the company has attained
customer satisfaction to its best.
 One of the strength is its highly skilled
and qualified team members. The
company pays a great emphasis on the
recruitment of its skilled workforce and
motivating them to contribute their best
in the company (Molle and Imanny,
2020).
 The company because of its goodwill
has a good amount of stakeholders to
invest.
 The contribution towards infrastructure
development is also considered as
strength. The company over the years has built a
reliable distribution network that
connects majority of its audiences.
Weakness
Negative factors of the company are:-
 The long term growth of the company
gets affected if the company fails to
devise new strategies and plans, as
success can not be carried with the
former strategies and plans.
 The company is not in a position to
face challenges occurring with the
current entrants. Thus, company need
to develop strong internal strategies in
order to cope up with these challenges.
 The company need the expand its
business with appropriate amount of
resources. Thus, company is required to
explore and research the market
effectively (Raji and et. al., 2017).
Opportunities
These are:-
 The company could gain potential
Threats
The threats in relation to air bus are:-
 There are many other organisation

opportunities by fulfilling new trends in
the customer behaviour and their new
demands. It will led to smart holiday
package.
 In the pandemic situation, the company
has undergone many breakthroughs
thus, the online platform helped the
company to attract the customers from
world wide and also to analysis market
in order to form new and develop plans
(del Rocío Bonilla and et. al., 2020).
which can threaten the market position
of the Verdant Leisure.
 The toughest competition by other
holiday offering company can be a
threat. The company is in the
developing stage where it is focusing
on generating awareness and it has
major threat from well established
companies such as virgin holidays,
Expedia, etc.
PESTEL Analysis
PESTEL analysis provide great significant information to Verdant Leisure Company to
understand the current trends and take effective accordingly (Wagner and et. al., 2017) . Political factors: It has significant role in the operations of Verdant Leisure as it
contribute in the long term profitability of company. The political stability of the
countries has positive impact on the business as they are able to carry activities in more
effective manner. Economic factor: The factors such as inflation rate, saving rate, interest rate, etc. has
direct important on the growth and development of the Verdant Leisure Company. The
disposable income of people in Scotland and North England is increasing which is
beneficial for the growth of company. Social factor: These factors has major impact on the performance of Verdant Leisure as
change in the taste and preferences of customers effect the profitability of company. As
changes in the environment is taking place on frequent bases and due to increase in
competition the demand of customers are increasing. Hence, Verdant Leisure
management need to understand the needs and desires of customers and accordingly
should make modification in its current offerings.

 Technological factors: Technology is changing very fast and people are attracted to the
advance version of technology. The Verdant Leisure, need to focus on the the current
trends and changes in the technology in order to make innovative changes in its services
to attract more customers. Environmental Factors: Verdant Leisure is committed to promoting tourism with an aim
of protecting natural environment. The company achieved various rewards in this respect.
The company believes in the recycle and reuse of waste materials.
 Legal factors: Due to increase in level of pollution and corruption the government is
forming rules and regulation in relation to the environment protection. Further the
company follows the provisions of law by not disclosing the personal information to
anyone else. Further company is following the provisions related to Company Act 2006.
Objectives
The objectives of the Outdoor Theater setup are as follows:
1. Minimisation of noise: It will be helpful in controlling the noise range affecting human
listening sense. Further product focuses on minimising external noise in order to prevent
noise pollution.
2. Eco-friendly: This eco-friendly theatres attract the customers of all ages to experience the
package.
3. Unique Experience: It will provide our customers the best holiday experience with the
unique innovation.
4. Help to build Brand Image: It will create a prestige brand image among the rivalry
companies. Thus, the open air theatre will increase the goodwill of the company and thus
allows to achieve the desired organisational goals.
5. Attract Customers: The open air theatre will attract the customer to try this innovative
holiday package. Thus, tourists would help the company to maintain its sustainability in
the competitive market.
6. Increment in the profit: The increased customer will led an increase in the sales , thus the
company will be able to attain its goal effectively and efficiently.
Gather insight into target audience
STP of the product or services means its segmentation, targeting and positioning.
Segmentation

The strategy is to create segments for the customer according to the demographics in which the
new product is suitable for all group of people as it creates eco-friendly environment, in context
of behavioural and psychographics, the customer will likely to enjoy this combo of holiday
packages and will create interest in the customer to explore more.
Targeting
Targeting the effective group of people will help the company to achieve its desired
goals. This innovation would likely influence the segmented people to try new experience. Also
accompanied by the many discounts and offers, will attract its rivalry company's costumers
(Ajanthan, 2017) .
Positioning
It is important to create position of a brand and create consumers awareness about the
new launch. Social Media marketing will play role in positioning the product in the minds of
consumer through social media and social networks.
Select social media zones and vehicles
Social media are complex and changes rapidly. Social media zones is a way to
understand about trending social media . It includes communities, entertainment, publishing and
commerce. In reference with Verdant Leisure company which is planning to launch an outdoor
theatre can make use of social communities such as Facebook, Twitter, Instagram and many
more at which the company can launch its upcoming products. Social publishing can also be
helpful to distribute the information about launch of the new product through videos, posts and
photos on trending social sites such as Instagram, Youtube etc. As entertainment is a necessary
part of life of majority of the people by advertising on social entertainment zone such as
entertainment networks which are used by majority of the people (Aggrawal and et. al., 2017) .
Social e-commerce is also an important factor on which people buy and sells products including
reviews, ratings and social websites. It can also be an important social platform to launch the
upcoming product of Verdant Leisure company. Using these social media market company can
influence more channels to grow and make its new launching product popular rapidly.
Create an experience strategy using selected zones
The company Verdant Leisure is going to launch a new air theatres which is eco- friendly
in nature. It is a opportunity for the company to launch a new air theatres as there are no options
available like this innovative and creative type of theatres which can became something new for

the audience. Since it is a time of pandemic so, trends are changing now a days and people will
be more attracted towards this innovation and creative idea to launch an air theatre. It will be
launched after the pandemic ends. A company can make efforts for making place in the market
as earlier made by home theatres and other options available in the market. As it is a new effort
in the industry of entertainment. So, it can be easy for company to grow faster.
Establish activation plan
A company named Verdant Leisure is planning to establish new air theatres in the
market. For which an activation plan is needed by the company. It focuses on using an
experience or interaction about the product to the people by which people can come to know
about the new product of the company. Firstly a strategy is made by the company in which it is
decided that how company will work for the new launching of the product. Company can
organise personalised hashtag event online and offer prizes and products on social media. A
successful plan for launching of new product does not need a huge budget as nowadays social
media are more trending (Khanna and Mishra, 2018). Company can also take follow ups by
comments and feedback by the users of social media. A product is not successful if it is not
successful in understanding the appeal to target the audience. Company can control its audience
by providing the products quality as promised while marketing of the product.
Action Plan Budget
Estimating cost in applying marketing strategies is important to maintain the budget of
the company. Further helps the company to cope up in the toughest period. Thus, the budget
devised for launching open air theatre is as follows:-
Particulars Amount (£)
Marketing 10000
Promotional activity 20000
Plant and machinery 120000
Print media 7000
Total 157000

Controlling and Monitoring
The process involves controlling and monitoring the measures taken by the company to
meet its objectives. Such planned measures were compared with the actual performance and
provides any course of action in case of differences evolved while achieving the desired
outcomes.
Benchmarking should be implemented for the best practice along with the feedback
process. Feedback received will help the company to perform better and able to achieve desired
goals effectively and efficiently.
CONCLUSION
From the above report it is concluded that the Social marketing plays an important role in
achieving marketing plans. They help the marketers to promote their products and services
through social media and networks. The perspective of consumers towards the company's
products and services changes by using these social sites. The above report forms the platform
for the new product launched by the Verdant Leisure company. It also specifies the marketing
plans and strategies, focusing especially on social media marketing in order to attain desired
goals of the company. Many companies with the help of these social sites create an interest of
the audience towards their products and services. Therefore, social media marketing provides a
great help to the company in attaining its goals.

REFERENCES
Books and Journals
Aggrawal and et. al., 2017. Brand analysis framework for online marketing: ranking web pages
and analyzing popularity of brands on social media. Social Network Analysis and
Mining. 7(1). p.21.
Ajanthan, D., 2017. The impact of a social media marketing on customer based brand equity-a
special reference to travel & tourism industry in sri lanka. TRANS Asian Journal of
Marketing & Management Research (TAJMMR). 6(11). pp.36-46.
del Rocío Bonilla and et. al., 2020. Insights into user engagement on social media. Case study of
a higher education institution. Journal of Marketing for Higher Education. 30(1).
pp.145-160.
Dolan and et. al., 2019. Social media engagement behavior: a framework for engaging customers
through social media content. European Journal of Marketing.
Khanna, K. and Mishra, S., 2018. Social media as a marketing tool: Opportunities and
challenges. Sansmaran Research Journal. 8(1). pp.1-14.
Molle, A.I. and Imanny, H.F., 2020. The Importance Of Social Media Marketing For Msmes In
Jakarta To Face Challenges In The New Normal Era.
Raji and et. al., 2019. The mediating effect of brand image on the relationships between social
media advertising content, sales promotion content and behaviuoral intention. Journal
of Research in Interactive Marketing.
Wagner and et. al., 2017. Framing social media communication: Investigating the effects of
brand post appeals on user interaction. European Management Journal. 35(5). pp.606-
616.