Marketing Plan and Digital Communication Strategies for Bollinger B1

This report provides a detailed marketing plan for Bollinger B1, an all-electric SUV manufacturer. It begins with an executive summary and table of contents, followed by a marketing plan overview. The study conducts a SWOT analysis, identifying strengths like eco-friendliness and weaknesses such as a limited target market. A competitor analysis examines rivals like GGT electric and Phoenix Motorcars, followed by the setting of three marketing and financial objectives, including revenue growth and promotional activity. The marketing mix (product, price, place, promotion) is analyzed, with a focus on digital marketing communication strategies. An action plan outlines steps to achieve objectives, such as product innovation and increased promotion. Finally, the report addresses the implementation and control of the marketing plan, offering a comprehensive overview of strategies for Bollinger B1's market expansion.

Running head: MARKETING MANAGEMENT
Marketing Management and Digital Communication
Name of the Student
Name of the University
Author’s Note

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Executive Summary
Providing quality of products as well as services is not the only concern of a specific business
organization. With the dynamic progress of business environment, the needs and demands of the
customers are changing gradually. In order to make a balance in the current trend of business
market the organizational experts have to make effective marketing plan. This specific study has
provided in-depth overview about the marketing plans and policies that Bollinger B1 can adopt
for expanding their entire process of business. The implementation of marketing plan has also
been evaluated in this specific study.

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Table of Contents
1. Marketing plan:............................................................................................................................3
2. SWOT Analysis:..........................................................................................................................3
3. Competitors’ Analysis:................................................................................................................4
4. Three marketing objectives:........................................................................................................6
4.1 Three financial objectives:.........................................................................................................6
5. Marketing mix and digital marketing communication:...............................................................7
6. Action plan to achieve marketing objectives...............................................................................9
7. Implementation and control of marketing plan.........................................................................10
Reference List:...............................................................................................................................12

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1. Marketing plan:
Bollinger B1 primarily gained recognition as World’s first all wheel and SUV drive
occupied a predominant place in the realm of automobile industry. In order to expand the entire
process of business in the global market the business experts of Bollinger B1 have decided to
make an effective market plan for expanding the entire business wings in global market. The
chronological steps of marketing plans are as follows:
 Making an effective situational analysis for evaluating the strength, weakness, opportunities
and threats of the company
 Analyzing the current needs and demands of the customers
 Setting a proper marketing goals and objectives in order to achieve the boundary of target
market
 Developing the marketing communication strategies and policies for drawing the attention f
target customers from different geographical markets
 Setting a proper budget for making an effective marketing plan as per the financial strength
of the
2. SWOT Analysis:
Before making an effective promotional activity, the business experts of Bollinger B1
has made SWOT analysis in order to evaluate the threats and opportunities of Bollinger B1 for
making business expansion.
Strength Weakness
 Bollinger B1 is eco-friendly product  This particular product is primarily

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having less pollution scattering in the
environment
 Regenerative breaking system with
Hydro-pneumatic suspension is the
unique selling point of this specific
brand
 This particular brand has been considered
as World’s first all electric and all wheel
drive SUV
 The feature of having no fuel
consumption is one of the most effective
strength of Bollinger B1
applicable for the customers of rural areas.
Therefore, the number of target market is
not very much high in range
 Bollinger B1 is able to attract the attention
of those customers who love SUV features.
Therefore, the business experts do not get
enough scope and opportunity in expanding
their entire process of business in urban
areas.
Opportunity Threats
 The business experts are having
opportunity to expand their entire business
process in the urban areas as well
 In order to enhance the range of target
market the marketing managers have the
scope to enhance their promotional budget
 Competitors’ market strategy is one of the
most effective threats for Bollinger B1
 The business experts may have to face
difficulties in maintaining sustainability of
business due to limited number of target
customers
Table 1: SWOT Analysis
(Source: McDonald & Wilson, 2016)

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3. Competitors’ Analysis:
Before making an effective competitors’ analysis the business experts of Bollinger B1
have made proper chronological steps for analyzing the needs and demands of the customers.
The steps are as follows:
 Identify the target customers:
While identifying the target customers it has been observed that youngsters, elders, sports
adventures and lovers are the primary target customers whom the business experts of Bollinger
B1 have focused primarily. Bollinger B1 is a complete sports utility brand that provides no
consumption fuel (Ryan, 2016). In addition, this specific brand is constituted with Dual front and
rear motor present to produce more power and speed while pulling heavy weights. As a result,
the youngsters are highly attracted towards its innovative features. In addition, the people
belonging to the rural areas are its primary target customers.
 Analyze the market share
Bollinger B1 has a wide range of business in rural areas primarily where the people are
very concerned in using eco-friendly products for avoiding high range of carbon emission. While
analyzing its market share it has also been observed that Bollinger B1 has not yet been
introduced properly in the urban market. Therefore, the market share of this specific brand is
very much limited (Armstrong et al., 2015). In order to enhance the market share rate Bollinger
B1 would have to increase number of target customers by drawing the attention of people
belonging to different geographical boundaries as well as cultural attitudes.
 Evaluate strength and weakness of competitors:

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In 2011, GGT electric has introduced new line of all-electric trucks for sale that has
become a major threat for Bollinger B1. This particular brand also produces eco-friendly
products with innovative designs. However, GGT electric is possessed with some of its major
disadvantages as well. This particular company is primarily concerned in producing and
manufacturing trucks only. Sports Utility Truck is the unique selling point of this specific brand.
On the other hand, Bollinger B1 is primary recognized for its vehicles of different designs and
models (Ashley & Tuten, 2015). In addition, Phoenix Motorcars has introduced a test fleet of
their all-electric SUT (Sports Utility Truck) to Mau in the year 2009. This particular brand has
also created a major threat to Bollinger B1 by rendering all electric and all wheel drives.
 Executive marketing strategy for drawing the attention of customers
After evaluating the competitors’ market threat Bollinger B1 has decided to launch
vehicles of different deigns so that customers of various geographical boundaries and attitudes
can easily get attracted towards the services. The brands like GGT electric, Phoenix Motorcars
are primary concerned in producing electric trucks (Cronin-Gilmore, 2012). In order to render a
serious competition in the market of different motor vehicles Bollinger B1 has emerged different
products of innovative designs with the help of which people belonging to different geographical
markets would like to show their interest in purchasing the products as well as services.
4. Three marketing objectives:
 To provide eco-friendly products having no pollution in next 6 months
 To render more innovative designs for drawing the attention of large number of target
customers in coming 6 months

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 To make the configuration more advanced in technology for fulfilling the needs and demands
of international customers
4.1 Three financial objectives:
 To increase the rate of revenue in next 6 months by increasing sales volume of products
 To invest sufficient amount of money in promotional activities for introducing the product in
urban areas as well in next 6 months
 To increase the remuneration package of employees for motivating them towards business
services
5. Marketing mix and digital marketing communication:
Bollinger B1 business experts have decided to invest sufficient budget for increasing the
promotional activity in order to draw the attention of large number of target customers. The
marketing managers have primarily focused on sports adventures and lovers along with
youngsters (Shank & Lyberger, 2014). In order to reach the attention of those target customers
the brand has focused to follow marketing mix strategies. The marketing managers have
concentrated on highlighting 4 Ps of marketing mix strategies. These are as follows:
 Product:
The vehicles are constituted with lightweight along with metal body. Vehicles are having
power of saving many energy sources. Providing eco friendly products to the customers is one of
the most effective features of Bollinger B1. It is at the same time undeniable that Bollinger B1
can produce vehicles of innovative designs (Lefebvre, 2013). It has achieved a special
recognition in the market of SUV. This specific product is not only restricted to one type of

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vehicle. In addition, providing no fuel consumption is one of the most significant features that
Bollinger B1 is having within it.
 Price:
Bollinger B1 can produce eco-friendly products in affordable price range. At the same
time, it is undeniable that this specific product is very not much restricted to premium clients.
Both middle class people as well as premium clients are eligible for affording the products due to
its moderate price range. In addition, the products have been made in making technologically
advanced (Roberts & Zahay, 2012). As a result, people in general may have to face difficulties in
operating the vehicle properly. Affordable price range is one of the most significant strengths of
this specific brand based on which the business experts have given a major competitors’ threat.
 Place:
Place is one of the most important marketing mix strategies based on which the consumer
behavior is highly dependent. Bollinger B1 has established their entire business process in
convenient places (Liu, Kasturiratne & Moizer, 2012). As a result, people belonging to different
geographical markets do not have t struggle in availing the different counters of Bollinger B1.
The primary target customers of this specific brand are primarily based on rural areas. Therefore,
the business experts have entered into the market of different rural regions as well in order to
draw the attention of their target customers.
Promotion:
While promoting the brand Bollinger B1 has focused on both digital marketing
communication as well as traditional media for acquiring the attention of large number of people.

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The marketing managers have focused on street hoardings, public posters, different newspapers,
news media channels and so many. By using the popularity of traditional media vehicles the
business experts have drawn the attention of people from different age group (Morgan, 2012).
On the other hand, in order to draw the attention of youngsters the marketing managers have
focused to use digital media communication. Different social media pages are used to draw the
attention of customers sitting different geographical corners. In order to draw the attention of
young generation belonging to different countries social media is the best significant vehicles
where the service providers can collect necessary feedback from customers of various places
with the help of social media communication.
6. Action plan to achieve marketing objectives
Action Plan Description
To provide eco-friendly products In order to produce eco-friendly products the business experts
intend to use environmental friendly ingredients for manufacturing
the vehicles
To render more innovative
designs
In order to increase the number of target customers the business
experts of Bollinger B1 have decided to render diversity in
products and services
To make the products more
advanced in technology
In order to draw the attention of youngsters as well as sports lover
the product designers have introduced product innovation within
the entire process of business. Implementing advanced technology
in product operation is one of the most significant ways of gaining
product image and reputation
To increase the rate of revenue In order to expand the business process Bollinger B1 has to

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increase the revenue growth (Leeflang et al., 2014). As a result,
business experts would have to expand their entire process of
business in the global market.
To invest sufficient amount of
money in promotional activities
It has been observed that Bollinger B1 did not focus on
maintaining an effective promotional campaign that can attract the
attention of target customers from different geographical areas as
well. Therefore, promotional activities should be increased.
Consequently, Bollinger B1 would have to increase their
promotional budget.
To increase the remuneration
package of employees
Increasing remuneration package is highly important to motivate
the employees towards business services. The success of a
particular business organization is highly dependent on the
performance level of employees (Hays, Page & Buhalis, 2013).
Therefore, providing rewards and recognition encourages the
motivation level of performers. Automatically business
organization would be able to reach the peak of success.
Table 2: Action Plan
(Source: Morgan, Katsikeas & Vorhies, 2012)
7. Implementation and control of marketing plan
In order to implement the marketing objectives, plans and policies the business
executives of Bollinger B1 have focused on some of the most significant areas so that they can
implement the marketing plan as well as control the risk factors as well.

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 Bollinger B1 should render product variety in order to draw the attention of urban customers
as well. If the business experts fail to draw the attention of urban customers, the marketing
managers should focus on rural target market at once by entering more areas that are rural
(Castronovo & Huang, 2012).
 Employees should be paid for addition work hour so that they tend to provide their best effort
towards the services. If the employees fail to perform well the business experts can withdraw
the policy of rewards and recognition
 The business experts should focus on using the popularity of social media more effectively
rather than focusing on using traditional media (Terpstra, Foley & Sarathy, 2012). If the
service providers fail to operate advanced technology, the business executives can provide an
effective training and development session to the employees in order to enhance their
technological skill and competency.