UK-Italy Rail Line: A Comprehensive Digital Marketing Case Study

This case study analyzes the digital marketing strategies for a high-speed rail line project connecting the UK and Italy, focusing on the project's mission, vision, and values. It outlines a digital marketing plan for the launch of the train line in 2030, including situation analysis using SWOT, marketing objectives, and strategies encompassing product, price, place, and promotion. The study identifies target customers through segmentation (geographic, demographic, behavioral, and psychographic) and proposes action plans with controlling measures to evaluate project success, emphasizing revenue and physical performance. It also provides three different briefs for a digital communication agency and suggests appropriate digital tools for reaching customers in specific geographic segments. Desklib provides a platform for students to access past papers and solved assignments for further assistance.

DIGITAL MARKETING
CASE STUDY

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Values, mission and vision of the High speed rail line project ..............................................1
2. Digital marketing plan for the launch of train line 2030.........................................................1
3. Customers for every segment..................................................................................................4
4. Three different briefs for digital communication agency.......................................................5
Tech Product Design Creative Brief...........................................................................................6
5. Appropriate digital tool to for customers belongs to geographic segment.............................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Digital marketing is act as a component of marketing that creates and do actions
according to the internet and online based digital technologies with the help of computers,
mobile phones and other digital media platforms in order to promote their offered goods and
services (Yamin, 2017). This report is about the High speed rail line between UK and Italy case
study through which their vision, mission and values of the project along with digital marketing
plan in order to describe the concept in detailed manner.
MAIN BODY
1. Values, mission and vision of the High speed rail line project
High speed rail line project from UK to Italy starts with a mission to deliver people from
one down town to another as fast as or rapid than air travel. The government wants to take it as
an integral part of the transportation in order to reduce the time from four hours. They want to
connect people by constructing, operating and maintaining high speed transport infrastructure in
order to facilitate assimilation and innovation of high speed rail technology. On the other hand,
the vision of the project is related to provide the public of Italy and London a safe, reliable, fast
and sustainable high speed rail services with technological excellence in order to improve the
quality of life and development of the nation (Gupta, 2019).
It is greatly valuable for the citizens as it provides the greatest services which enhances
the overall lifestyle of the people by reducing the travel time by almost 4 hours while travelling
between London and Italy.
2. Digital marketing plan for the launch of train line 2030
The marketing plan is a formal document which is beneficial to provide certain output of
the marketing process which helps to illustrate the objectives and strategies which will help to
achieve company corporate objectives that has been outlined initially in the corporate planning.
As the corporate plan will not normally be revised, but the marketing plan should be revised
annually as it covers longer planning time duration.
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Executive summary
The purpose of this digital marketing plan is to assess the potential of the railway in
order to improvize the performance as well as traffic growth as compare to their other
competitors, define marketing objectives, specify potential sales volume, pricing and
promotional strategies to achieve growth projected into the plan, development of the programme
of action to put the plan into implementation and establish methods along with systems in order
to monitor performance against the plan.
Situation analysis
Analysis in context of capabilities, imperfections, possibilities and threats of the railway
project and confronting their competitors in each market segment is a crucial element of the
marketing plan. The SWOT analysis of the project have been discussed below:
Strengths
 Outstanding and reliable techniques.
 Rich and efficient experience in
construction and operation.
 Feasible transaction ways (Ghosh,
2018).
Weaknesses
 Inadequate brand image.
 Scarcity of international or experiences
professionals.
 Still requires improvement in high
speed railway technology.
Opportunities
 Domestic opportunities.
 International opportunities.
Threats
 Capital and cost risk.
 Fierce competition.
 Barriers to the high speed rail
standards.
Marketing objectives
 To increase revenue from online sales for growth and expansion of the project.
 To increase 10% net profit with the use of omni channels in order to attract more
consumers to make the project successful.
 To understand that the set objectives are achievable in limited or pre determined time
duration.
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 To measure the outcome of digital marketing over sales volume and profitability.
 To complete the project within the stipulated time frame i.e. by 2030.
Marketing strategies
Along with marketing objectives, the strategies will be inherited in order to achieve the
desires objectives of the project and provide relevant response according to the consumer
requirements. This includes actions towards the elements of the marketing mix i.e. product,
price, place, promotion which help to achieve objectives in well organized manner (Erokhina,
Mitko and Troilin, 2018). The rail project is highly able to define objectives clearly for each of
their market segment and has then successfully applied strategies in order to achieve those
verifiable. However, the major problem faced by them are that the UK is not the member of the
Schengen passport less area and thus requires international rail passengers must go through
passport checks at stations. It requires expensive modifications to existing stations to introduce
border control.
Segmentation, targeting and positioning
Effective marketing includes getting the right message transfer to the correct candidate
and hence the STP have been done as per the high speed rail line project. The project have been
segmented their audience as per the geographic, demographic, behavioural and psycho-graphic
basis according to which they target their potential consumers in order to make their project and
digital planning highly successful in nature. The project focuses towards the area of Italy and
London on the basis of providing central concentration towards the people who are between the
age group of 20 to 60 years who are most likely to travel (Gupta and Kumar, 2017). Apart from
this, the project specifically target the audience to low to medium income level people along
with the customers who are highly preferred to travel from train mode of transportation.
In context of position the project among the audience with the help of digital marketing,
the social media marketing platform will be utilized in order to make the project greatly
successful by fulfilling all the essential aspects highly beneficial manner.
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Action plan
Action planning is another significant aspect of or element of marketing plan which is
required in order to put the plan into action and assignment of all the responsibilities of these
actions into greatly considerable manner. This specific feature of marketing plan acknowledge
the vital role of marketing in order to lead and coordinate all the relevant activities that are
required into digital marketing which has been considered with an aim to deliver appropriate
services within stipulated time frame i.e. by 2030. Therefore, actions will be required to be taken
by all functional departments specifically operations, mechanical profession, civil engineering
departments in order to provide assistance towards the achievement of the pre determined
objectives (Redondo, de Avila and Palma, 2018). The project manager will delegate the tasks as
per the abilities and skills of the employees so that the project will be completed appropriately.
Controlling measures
In order to evaluate the project completion and success measures, the manager of the
project highly consider specific methods in order to calculate the effective functioning of
employees by addressing key performance indicators. It helps to measure the quality in terms of
content and presentation of the project but rather the extent to which their objectives were
achieved and whether the plan materially contributed their part towards overall completion of
corporate goals as well as objectives to make the project for the benefit of the public specially
people within the Italy and London. Factors that will be audited by the project manager involves
the revenue part that is being achieved against the plan along with physical performance factors
as well such as the punctuality perform by the employees or candidates in case of doing the tasks
and fulfilment of the responsibility at pre definite time frame. The auditing procedure must be
assisted by the accessibility of the encompassing and up to date marketing substance
instrumentation.
3. Customers for every segment
The market segmentation of the high speed rail project based upon the customers are
comes under consideration by dividing them on the basis of geographic basis which consists of
customers those are specifically from Italy and London. Customers that are involved and travel
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with journey purpose i.e. business leisure, commuting, shopping, visiting, holidays, passengers,
etc. In context of demographic segment, the project will focus towards male and female both
kind of customers with age of 20 to 60 years of people who are most likely to travel on a very
frequent basis (Novytska and et.al., 2021). Over the basis of behavioural segment, customers are
involved those are sharing low to medium income level and those who feels optimistic towards
railway services. At last in context of psycho-graphic segmentation, the customers are involved
who are from middle or lower class people, students, employees and other travel to and from
airport passengers.
4. Three different briefs for digital communication agency
Briefs are the ones who serve varied purposes in the communication field. Marketers,
designers and advertisers use them differently.
Marketing creative brief
High speed rail line between Italy and London project
Client Aim
Company offers their services to the people living in the society with an aim to provide safe,
reliable and sustainable high speed rail services with new and advanced technological
excellence.
Project Objectives
To connect people all across the nation by operating, constructing and maintaining high speed
rail transport infrastructure.
Target Audience
The primary audience consists of the people of Italy and London.
Key consumer benefits
The major benefit of high speed rail project involves cutting down the train journey between
London and Italy by four hours.
Key Message
Providing harmless, dependable and sustainable high speed rail services along with
technological excellence in order to improve their quality of life and complete development of
nation.
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Competitors
 London North Eastern railway
 East Midland railways
 Hull trains
 TransPennine Express
Business strategy
Digital marketing plan prepared in order to make the project highly successful.
Revenue Goal
To gain revenue from online sales for development and enlargement of the project.
Call to Action
It is prompt over the project website that tells the users to take specific actions such as sign Up
and Book Now options.
Tech Product Design Creative Brief
High speed rail line between Italy and London project
Brief Aim
To prepare project in highly appropriate manner so that the project is able to achieve great
success.
Project Objectives
Connect maximum number of people and reduce their travel time while creating high speed rail
transport facility to them.
Target Audience
Sponsors, investors, government and private agencies, etc.
Key benefits to customers
Decrease the journey time between London and Italy.
Product Description
Highly suitable to share diversified benefits and improve lifestyle.
Distribution
Operations department, mechanical and civil engineering department and other functional
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departments.
Product documentation
Information of business plan
Advertising agency creative brief
High speed rail line between Italy and London project
Brief Aim
To publicize the task highly effectually in order to achieve success within the project.
Project objectives
To enhance the level of living and improve quality of life by cutting down travel time between
London and Italy.
Target Audience
People who frequently travel and highly prefer to travel through rail transport such as students,
low to medium income group people, employees, daily travellers from and to airport, etc.
Key Message
To lower down the challenges faced by the people who are frequently travel through London to
Italy and vice a versa.
Distribution
Marketing department.
Call to Action
Utilization of social media platform and other digital marketing plans to attract more
customers.
5. Appropriate digital tool to for customers belongs to geographic segment
In order to attract the local customers and users of high speed rail transport services, the
digital tools such as billboards, hoardings, website marketing, SMS and email marketing,
creating pages over social media platform, electronic reference materials, etc. (Kumar, 2017) In
order to make the strategy successful, marketing creative brief has been followed by the
company in order to make their assignment highly successful and beneficial for each and every
people living within the society.
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CONCLUSION
From the above report, it has been concluded that in order to make the high speed rail
project successful in every manner, the appropriate planning are greatly significant. It consists of
various segments such as complete analysis, project objectives, market segmentation, action plan
and controlling measures which helps the company to popularize their project in greatly
significant manner. Apart from this certain specific briefs as per different contexts had also been
described in detail manner. At the end of the report, specific digital tools also had been
discussed.
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REFERENCES
Books and Journals
Erokhina, T.B., Mitko, O.A. and Troilin, V.V., 2018. Digital marketing and digital logistics in
consumer communication. European Research Studies, 21, pp.861-867.
Ghosh, D., 2018. How GDPR will transform digital marketing. Harvard Business Review
Digital Articles, pp.2-4.
Gupta, G., 2019. Inclusive use of digital marketing in tourism industry. In information systems
design and intelligent applications (pp. 411-419). Springer, Singapore.
Gupta, S. and Kumar, R., 2017. Effectiveness of digital marketing a descriptive analysis.
Novytska, I., and et.al., 2021. Digital marketing in the system of promotion of organic
products. WSEAS Trans. Bus. Econ, 18, pp.524-530.
Redondo, R.P., de Avila, W.M. and Palma, H.H., 2018. Digital Marketing as a Promoter of
Entrepreneurship in the Footwear Sector in Colombia. Contemporary Engineering
Sciences, 11(82), pp.4059-4067.
Yamin, A.B., 2017. Impact of digital marketing as a tool of marketing communication: a
behavioral perspective on consumers of Bangladesh. American Journal of Trade and
Policy, 4(3), pp.117-122.
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