Entrepreneurial Marketing: A Case Study of AIRDRI Group

This report discusses the entrepreneurial marketing strategies used by AIRDRI Group, a UK-based organization that manufactures hair dryers. It covers topics such as marketing audit, business objectives, social media objectives, target audience insights, social media zones and vehicles, experience strategy, activation plan, marketing budget, and controls.

Entrepreneurial
Marketing

Table of Contents
INTRODUCTION......................................................................................................................3
CONTENT.................................................................................................................................3
Executive Summary:..............................................................................................................3
Marketing Audit:....................................................................................................................3
Business Objective:................................................................................................................4
Social Media Objective:.........................................................................................................4
Gather Insights into target Audience......................................................................................4
Social Media Zones and Vehicles..........................................................................................5
Create an experience Strategy................................................................................................5
Activation Plan:......................................................................................................................6
Marketing Budget:.................................................................................................................7
Controls:.................................................................................................................................7
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................8
Books and journals.................................................................................................................8

INTRODUCTION
Entrepreneur real marketing can be defined as that combination of different
management areas within the organisations performance which is related to formulation of a
common strategy for marketing of the organisations product and increasing the marketing
spirits modern tools and techniques for changing it from traditional marketing practices
(Ahmadi and O'Cass, 2016). Marketing can be defined as that part of organisation which is
directly related to attracting the customers towards the organisation product by establishing
the relationship between organisation and customers by the way of different tools and
techniques of marketing. The current report is based on AIRDRI group, it is small and
medium term enterprises which was founded in Oxfordshire in UK. Founder of the
organisations are Peter Phillips and Peter Allen. Company is famous for manufacturing
dryers. in the current report there is discussion about a proper marketing audit which will help
in identifying the conditions related to the market as well as identifying different factors so
that objective of the organisation can be achieved by combining with the aims and vision.
There is also a discussion about a proper budget which also fulfils the several requirements of
the firm.
CONTENT
Executive Summary: Air dryer is a UK based organisation and the main business operation
of the organisation is manufacturing hair dryers. Company was founded by Peter Philippines
and Peter Allen in 1974 where it manufactures a wide range of hair dryers and currently
developing elevated doors (Anwar and Daniel, 2016). These are useful for shopping malls in
various kind of other institute who want to install automatic functioning doors real they will
identify the obstacles between the doors and remain open and close as per the requirement.
Organisation is trying to use the same technology in elevator doors which is used by the
company in hand dryer. Company is also launching various kinds of new hand dryers which
only consumed 200 watt of units as well as help in saving the energy by reducing the energy
consumption
Marketing Audit: Marketing audit can be defined as that process which is used by the
organisation to identify and implement a strategy which can be adopted within the market so
that form can achieve its goals and objectives in an appropriate manner. In relation to airdri,
company adopt the policy of regular marketing audit which helped company in identification
of the current market situation and using the market factors for benefit of the organisation by
analysis of main competitors. Under the function of marketing audit each and every function
related to the business and the aspect of internal and external factors will be identified by the
manager and the relevant researcher within the firm so that it can easily adopt a proper
structure within the market. Application of SWOT analysis is mentioned below:
SWOT analysis: it is that Framework is used by the organisation to evaluate the
internal factors which are affecting the performance of the organisation or can be affect the
performance in future. This is effective tool to formulate the strategy within the marketing
function so that form can easily achieve its goals and objective (Bhardwaj, 2018).

Strengths: Major strength of the organisation is there technology where company use
regular research and development within its technology so that it can achieve competitive
strength within the market as well as performed effective level by eliminating the
competition. Company’s social media platforms are also strength of the organisation where
company perform effectively by selling their products.
Weakness: Poor management of finance is a major weakness in front of organisation
because it is running its business at small scale and it is difficult for the organisation to
arrange to finance for its different activities because of low level of business.
Opportunity: Global expansion in front of AIRDRI, this is impugned there are vivid
opportunity for global expansion within the market. Company can make immediacy with
various other organisations so that it can easily use the features of global expansion like joint
venture. This will help organisation in expanding its business as well as increasing the
opportunities related to increment within the market share as well as promoting its product to
global level.
Threats: The major threat in front of the organisation is increasing competition within
the market because there are various competitions that have better infrastructure Related to
supply chain market share capital investment as well as facilities which can directly impact
on the performance of the organisation and can reduce its chances of profitability within the
market.
Business Objective:
 The basic aim of the organization is to increase its sales by 20% within a period of 4
months.
 Second objective of the organization increase its website trafficking by 40% within 4
months.
Social Media Objective:
 To increase the followers on the Facebook by 20%.
 Increase followers on the Twitter but 10% within 4 months.
Gather Insights into target Audience: It is important for the organisation to identify the target
audience is in the market so that it can perform and make effective decisions for achieving
the goals and objectives (Nijssen, 2017). This will help organisation in identification of the
target audience within the market for clothes in the marketing tools and techniques as well as
making effective decisions to achieve the goals and objectives in an appropriate manner by
utilising the available resources. In case of AIRDRI, company will also use insight for
targeting audience which is mentioned below:
 Demographic: Organisation will use to target the both male and female individuals
customers between the age group of 30 to 65 year which will help company in
increasing its market share. Company will prefer wealthy and rich geographic location
such as Knightsbridge and Chelsea where is customers are mostly from the urban area

of the UK so that company can target reasonable annual income group with more than
$10000 income per month. Individuals where more social media platforms are used
by the local living people.
 Social Media Practices : Use of social media platform is also important for targeting
the audience within the market so company will use Facebook Twitter and
WHATSAPP to communicate and inform about its product to different customers so
that company can increase its market share as well as increase awareness about the
product and services of the organised local markets (Yang, 2018).
Social Media Zones and Vehicles: There are different kinds of social media zones which can
be used by the organisation to achieve effectiveness as well as main teen a proper way to
achieve its goals and objectives in an efficient manner. This is all social rules related to
AIRDRI are mentioned below:
 Social relationships: By using the social media platforms such as Facebook Twitter
and INSTAGRAM AIRDRI, can use to formulate different kind of relationship with
its customer care company can increase the chances of success as well as use different
social media platform for proper professionalism and styles. Company aims to win
multi process of communication where it can achieve the attraction of different
customers (Morrish, and Jones, 2020).
 Social publishing: This zone in social media can be described as that zone which
includes several content related to the organisation where it used by the company to
published its article for attracting the target customers. it includes information and
data which is required by the company to supply to its customers for attracting them
and maintaining them for a longer period of time.
 Social entertainment: It is also effective tool which can be used by the organisation
to promote its products and services by offering entertainment and plays host to the
customer so that they can maintain with the organisation longer period of time. Hear,
organisation can provide social games and gaming site. In relation to AIRDRI,
companies going to launch videos find of online learning platforms as well as
different kind of activities which can be used by the customers while using the social
media account of the organisation. Winner of these games will get reward from the
organisation in form of discount vouchers.
 Social commerce: It is important zone for organisation like air dry because company
is performing at small level so it is important for the organisation to attract customer
by the way of different internet sites and pages. This drive can increase the presence
of the company's product within the market by using these pages.
However, the company AIRDRI should successfully implement all of these social
media zones and vehicle in order to capture good market share through utilization of these
zones.
Create an experience Strategy: It is important organisation to perform effective strategy
which will help company in using the social media platforms for promoting the products of

the organisation and achieving its business objectives in an appropriate manner. A proper
strategy which can be used by AIRDRI is mentioned below.
 Using Catboats: Chat CHATBOTS is an effective technique which can be used while
performing the marketing activity at social media platforms where company can
interact with the customers by the use of CHATBOTS so that manual involvement
can be reduced for providing 24 into 7 services to customer. This will also help
organisation in managing the workload of different individuals working with the
marketing function. (Rizvandi and Tojari, 2019).
 Creation of personalized experience for customers: Personalizing the social media
platform is important for the organization this is because his health company in
achieving its objectives by using the personalized experience company can provide
better information about its products and services to our customers so that they can
purchase and make appropriate decisions according to their requirements.
Personalization will also enable to satisfy the needs and requirements of customer
personalization will be direct interaction with the organisations representative.
 Efficient Content Marketing Strategy: content marketing strategy is also important
ware can use this strategy to publish different articles in various kind of blogs about
the innovation and achievements of the organization so that it can attract the customer
as well as increase its market share. The content marketing organization promoting
the product on social media level which provide scale to the organization to cover
large number of audience.
 Creation of community for target audience: using strategy related to social media
platforms only effective if company use large number of social media platform which
have various targeted audience. In relation to AIRDRI, this helped organization in
increasing the sales by attracting large number of customer and can act as an effective
marketing strategy.
Activation Plan: In reference to AIRDRI, it is important to formulate a proper activation plan
related to use of social media platform for increasing the sale of the product as well as
awareness in the customers regarding different products and services offered by the
organisation within the market. for this company values current situation in identify different
aspects related to the targeted customer where different social media platforms will be
launched by use of various celebrities within the UK so that company can easily attract the
customers towards the social media account of the organisation. effective content writers will
also be hired by the firm so that it can promote a good content writing on its pages as well as
proper web designing will be done so that pages will look attractive and simple as various
customers in use them effectively for gaining the information regarding the products and
offer made by the organisation (Whalen and Akaka, 2016). It includes the following steps:
 Property termination of different objectives which has to be achieved by the firm
 Discussion regarding different social media platforms and their complexity
 Picking up proper social media platform which is best suitable to the organisation
product and strategies.

 Targeting customer by registering on the social media platform and using effective
content writing as well as page designing setups
Marketing Budget:
April 19
(£)
May 19
(£)
June 19
(£)
July 19
(£)
Market Research 10000 15000 20000 15000
Owned Media (Blog) 9000 20000 16000 26000
Video Adverting( Youtube) 35000 2500 20000 4500
Social Media ( FaceBook) 30000 4500 17000 14000
Marketing Platform 45000 7500 30000 5500
Creative Design Software 5000 8500 10000 6500
Recruitment 15000 9000 15000 20000
Hardware 10000 1500 12000 11500
Total 159000 68500 140000 103000
Controls: Control is important forces within the organisation which help the firm in managing
the success as well as reducing the chances of conflicts and error within the organisation
while working on different job. For establishing the control it is important for the
organisation to describe the rule of each and every individual within the first so that it can
manage the different processes as well as making an effective control. It is an important
factor which has to be followed by the air dry where organisation can monitor the
performance of each and every individual to achieve the business objective and perform at
larger scale. (Yang and Gabrielsson, 2017)
CONCLUSION
It can be concluded from the above mentioned report that for entering within the
market and targeting the potential customer it is important for the organisation like AIRDRI
to attract new and potential customer by the help of social media platforms. this platform to
help the organisation in having a positive in the market as well as attracting large number of
customer toward the firm by using various tools and techniques and implementing a proper
strategy. This is important for the firm to use different zones and vehicles which will help
company in achieving its business objectives within the marketing area where it want to
increase its sales of products.

REFERENCES
Books and journals
Ahmadi, H. and O'Cass, A., 2016. The role of entrepreneurial marketing in new technology
ventures first product commercialisation. Journal of Strategic Marketing, 24(1),
pp.47-60.
Anwar, M.N. and Daniel, E., 2016. Entrepreneurial marketing in online
businesses. Qualitative Market Research: An International Journal.
Bhardwaj, B.R., 2018. Can education empower women through entrepreneurial
marketing. Journal of Enterprising Communities: People and Places in the Global
Economy.
Morrish, S.C. and Jones, R., 2020. Post-disaster business recovery: An entrepreneurial
marketing perspective. Journal of Business Research, 113, pp.83-92.
Nijssen, E.J., 2017. Entrepreneurial marketing: an effectual approach. Taylor & Francis.
Rizvandi, A. and Tojari, F., 2019. Entrepreneurial marketing effects on sport club manager
performance (Conceptual Model).
Whalen, P.S. and Akaka, M.A., 2016. A dynamic market conceptualization for
entrepreneurial marketing: the co-creation of opportunities. Journal of Strategic
Marketing, 24(1), pp.61-75.
Yang, M. and Gabrielsson, P., 2017. Entrepreneurial marketing of international high-tech
business-to-business new ventures: A decision-making process
perspective. Industrial Marketing Management, 64, pp.147-160.
Yang, M., 2018. International entrepreneurial marketing strategies of MNCs: Bricolage as
practiced by marketing managers. International Business Review, 27(5), pp.1045-
1056.