Entrepreneurial Marketing Report: Strategies for Proviz Sports

This report provides an executive summary and detailed analysis of the entrepreneurial marketing strategies employed by Proviz Sports, a small British business specializing in high-visibility sportswear. The report begins with an overview of Proviz Sports, examining its market position and the entrepreneurial marketing theories it utilizes, including the FAB (Features, Advantages, Benefits) and AIDA (Attention, Interest, Desire, Action) models. A SWOT analysis is conducted to assess the company's strengths, weaknesses, opportunities, and threats. The report then compares and contrasts critical thinking on marketing theories and practices, focusing on word-of-mouth marketing and innovation. The analysis incorporates perspectives from various authors to evaluate the effectiveness of different marketing techniques. The conclusion emphasizes the importance of innovation in maintaining a competitive edge for small businesses in a dynamic market. The report also offers recommendations based on the findings.

ENTREPREUNERIAL
MARKETING

EXECUTIVE SUMMARY
This report mainly comprises of marketing strategies that are adopted by small business
enterprises. Introducing a product and service in business that is based on innovation is part of
marketing strategy. As this makes a product different from other available products and helps in
gaining attention of targeted consumer group. Marketing theories like FAB and AIDA is
recommended in business organisation and adaptation of these helps in making product known
and competitive in long run. Together with this SWOT analysis of organisation is done that helps
in analysing strengths and weakness in business. On the basis of this analysis weakness of
company is converted into strengths in long run through signifiant planning. Prospect of different
authors is taken on various marketing techniques and from that most suitable opinion of author
is considered for business organisation.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
Overview......................................................................................................................................1
SWOT Analysis of Proviz Sports organisation..........................................................................2
Compare and contrast critical thinking on marketing theory and practices.................................4
CONCLUSION................................................................................................................................6
RECOMMENDATION...................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Entrepreneurial Marketing is the combination of two discrete management areas. This
system of marketing has emerged to explain several factors of marketing that are often not
explained by existing traditional marketing theories and concepts. Entrepreneurial marketing is
combination of various marketing strategies that involves traditional marketing approaches and
fundamental principles of marketing. Together with this new strategies in competitive
environment for marketing is taken (Bettiol, Di Maria and Finotto, 2012). In this project to
understand the concept of entrepreneurial marketing Proviz Sports a small business enterprise is
taken. This is a British company which is specialised in design and production of high visibility
and reflective sports wear and accessories for cycling and running. This report consist of
features, key operational issues in small business marketing. Together with this marketing
theories, practices, marketing tools and operational framework is analysed.
Overview
Manufacturing companies like Proviz gives its concentration on providing products
which are best suitable for its consumers. Proviz is creating products that make difference to
lives of consumers who are using its products. This organisation is founded by two brothers
named as Anthony and Rupert Langly Smith in the year 2008. this organisation has evolved as a
brand and business in an changing retail business environment. Their are number of competitors
introducing in this industry but Proviz is continuously maintaining number one position by
providing quality products. Entrepreneurial theories that are followed by Proviz small business
organisation is FAB and AIDA both are described as below:
FAB stands of features, advantages and benefits it is a theory adopted by business
organisation to have effective marketing of their products (Hallbäck and Gabrielsson, 2013).
Features: These are defined as surface statements about products which is offered by
Proviz organisation to its consumers. Features in the products are some specific elements that are
added by businesses in their products to differentiate one product from other. Providing high
visibility clothing in the products provided by Proviz make it different form other competitors
and attract large number of consumers (FAB Theory, 2016).
Advantages: An advantage of having and consuming a product puts Proviz organisation
in most favourable and superior position. Advantages helps to derives best output from available
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features in the product. Features of products like quality and comfort of clothing and accessories
that are available for all level of cyclist. Advantages that are derived by various consumers gives
business a competitive advantages as growth in revenues of company is noted at 93% in last
three years (Hills and Hultman, 2013).
Benefits: These reflects how the features available in product helps the consumers.
Features in a products gives benefits to consumers and selection of product by consumers is done
on the basis of benefits that will be derived by product in future. Though in the last few years it
is seen that Proviz is facing huge competition but high quality and tremendous consumer
satisfaction gives benefit to company in managing demand for its products on continuous basis.
AIDA model of marketing helps to explain how an advertisement and marketing
communication helps in engaging and involving consumers in brand choice. This stands for
Attention, Interest, Desire and Action that provides manner in which consumers are more
attracted to brand.
Attention: The products that are offered to consumers must be attractive to grab
consumers attention. Proviz sports is successful in grabbing attention of large consumer group as
innovative idea of designing products as per consumers requirement is adopted. These products
make difference in lives of consumers.
Interest: Once consumers are informed and their attention is grabbed by Proviz, steps
that are required to increase interest of the potential consumers will be taken. Increasing interest
of consumers encourages buyers to start buying the products. Increasing interest of targeted
consumers in business gives competitive advantage and helps in long term sustainability of
business (Ionita, 2012).
Desire: When consumers interest is generated in the product the marketing strategy of
Proviz helps in converting interest of potential buyers into desires. Generating an emotional bond
in consumers and organisation helps in generating desire in large number of interested buyers to
purchase the product.
Action: When marketing strategy of Proviz helps in completing all the previous three
steps of AIDA theory then finally action is taken by consumers by purchasing products.
SWOT Analysis of Proviz Sports organisation
A SWOT analysis is a strategic planning tool that helps a business owner in identifying
strengths and weaknesses of business as well as opportunities and threats that existed in business.
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Strengths Weaknesses
 Working in a industry and serving
products as per consumers
requirements helps in generating large
consumer base for Proviz.
 Products served by Proviz to its
consumers makes change in lives of its
users this acts as a unique marketing
strategy for business.
 Serving products as per consumers
requirement and developing any
specific feature in the product as per
consumers desire then it gives Proviz
competitive advantage.
 As a small business organisation
operations are conducted in niche
market that hinders Proviz sports
organisation to grab large market share.
 Products offered by Proviz specially
designed for all type of cyclists and
high in quality so pricing strategy can
be adopted by entity to gain
competitive advantage.
Opportunities Threats
 As revenue of business is growing
tremendously and this works as
opportunity to expand business in
different markets.
 Marketing of products on the basis of
quality helps in generating positive
image of Proviz that will help in long
term sustainability and earning high
rate of growth.
 Designing products as per consumers
requirement gives opportunity of
generating demand for products that are
customised for individual as per their
 More and more competitors are
emerging in this sectors and this be
bring high competition in long run for
Proviz sports organisation.
 Business environment is changing on
continuous basis and on the basis of
this demand of consumers are also
changing and it is quite difficult to
satisfy all the byers by Proviz
organisation with their products (Jones,
Suoranta and Rowley, 2013).
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demand and revenue of Proviz will
boost.
Compare and contrast critical thinking on marketing theory and practices
“Word of Mouth” is oral and written recommendation by a satisfied customer to the
prospective consumer of a good and service. This is considered as most effective form of
marketing but do not be considered as advertising as it is not paid and personal communication
form.
According to Eric Groves, word of mouth is the most influencing strategy that helps in
marketing of products. Word of mouth is elaborated as-
Word: It means information that peoples knows about Proviz that they want to share
with other (Word of Mouth, 2019).
Mouth: This includes all the individuals who are related with person having information
and wants to share this information with.
Word of mouth: This means representing personal opinion to others that helps in
influencing to consider a product specified. This creates brand image of the organisation in long
run. Creation of word of mouth for business is done by investing in building relationship with
peoples that matters most. Providing quality and valuable goods and services helps in creating
word of mouth and it becomes easy to spread information required for business success.
According to Nick Hajili Word of mouth marketing happens in two ways one is
organically and other is through the use of marketing and advertising campaigns. Both the ways
are complementary with each other. As good word of mouth marketing strategy will cause
increased organic word of mouth.
Two types of word of mouth is defined as-
 Organic word of mouth: This occurs naturally when people becomes advocates for
product because they are happy with quality and price charged for the product provided
by Proviz. Buyers of the product naturally desire to share and support for the product.
 Amplified word of mouth: This is a marketing strategy of business organisations by
arranging various campaigns to encourage and accelerate word of mouth in existing and
new communities (Long, 2013).
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As an investigator, Nick Hajili's word of mouth is considered more relevant for Proviz
sports organisation. As each business organisation uses various strategies so that best marketing
tool can be utilised for promoting a product. Proviz is a organisation that is serving goods to
consumers as per their requirements this helps company to gain advantage of word of mouth that
happen organically. As consumers of product is highly satisfied with the quality of product
served to the by Proviz. When marketing is done through word of mouth by entity then it will be
cost effective as no funds are required to invest in marketing strategy.
“Innovative”
Innovation refers to changing processes or creating more effective process, product and
ideas. Innovation means changing business model and adopting to changes in environment to
deliver better products or services (Innovation, 2019).
According to Nick Skillicorn “Innovation” means turning an idea into solution that adds
value from a consumer's perspective. Various business organisation's lack in providing goods
and services that includes some level of innovation that is required for attracting targeted
consumer segment. Organisations fails in innovation because proper budgeting and time
schedule is not designed for project that helps in innovation.
According to “David Burkus” innovation is the application of ideas that are novel and
useful. Creatively, the ability to generate novel and useful ideas, is the seed of innovation but
unless it is applied it is just an idea. Companies make mistake about innovation is that they think
that innovation is based on products and technology. Innovation to organisations and
management that precede product or technology innovation anyway (Wallnöfer and Hacklin,
2013).
As an investigator, David Burkus idea of innovation is considered more favourable for
Proviz organisation. As having an idea that is different from others is not innovation but
implementing it in the real situation leads to innovation. Proviz is innovative by providing
clothing and accessories for cyclist as per their needs and desire. Products are desired as per
individual preference that make it unique and attractive for potential buyers. Apart from that to
be competitive and sustain in long run business organisations needs to make upgrade its
technology and innovation system (O'Cass and Morrish, 2016).
Marketing theories are the set standards that gives basis on which strategies for
promotions are developed. Their is difference in what actual theory defines and its
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implementation. This difference is because of unsuitable market conditions and unfavourable
market condition to adopt that. Modifications in theories are made as per individual requirement
of business to work more effectively.
CONCLUSION
From the above project report it has been concluded that business environment is
continuous changing. To maintain competitive position by small businesses innovation needs to
be done on recurring basis. For innovation business ideas needs to be implemented in the real
world. Small organisations needs to have a sound plan for implementing plan and needs proper
research to check viability of the project. Small business organisations are promoted by
government of the country to have equal growth around the country.
RECOMMENDATION
Proviz sports organisation needs to use AIDA marketing theory that will help in
identifying existing and potential consumers. This will also help in attracting more consumers for
consuming product offered. Developing products and making it available at prices that is
competitive is pricing strategy can be adopted by Proviz organisation. While conducting SWOT
analysis of organisations there are some weaknesses are noted in the business and leaders in the
business needs to convert these weaknesses into strengths in long run. Expanding its business
from niche area to huge markets is highly recommended as business of Proviz is operating
effectively in small business segment.
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REFERENCES
Books and Journals
Bettiol, M., Di Maria, E. and Finotto, V., 2012. Marketing in SMEs: the role of entrepreneurial
sensemaking. International Entrepreneurship and Management Journal. 8(2). pp.223-
248.
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.
Hills, G. E. and Hultman, C., 2013. Entrepreneurial marketing: Conceptual and empirical
research opportunities. Entrepreneurship Research Journal. 3(4). pp.437-448.
Ionita, D., 2012. Entrepreneurial marketing: a new approach for challenging times. Management
& Marketing. 7(1). p.131.
Jones, R., Suoranta, M. and Rowley, J., 2013. Entrepreneurial marketing: a comparative study.
The Service Industries Journal. 33(7-8). pp.705-719.
Long, H. C., 2013. The relationship among learning orientation, market orientation,
entrepreneurial orientation, and firm performance of Vietnam marketing
communications firms. Philippine Management Review. 20.
O'Cass, A. and Morrish, S., 2016. Anatomy of entrepreneurial marketing. Journal of Strategic
Marketing. 24(1). pp.2-4.
Wallnöfer, M. and Hacklin, F., 2013. The business model in entrepreneurial marketing: A
communication perspective on business angels' opportunity interpretation. Industrial
Marketing Management. 42(5). pp.755-764.
Online
FAB Theory. 2016. [Online]. Available through:
<https://blog.fit4market.com/fab-technique/sales-methodology>
Innovation. 2019. [Online]. Available through:
<https://www.ideatovalue.com/inno/nickskillicorn/2016/03/innovation-15-experts-
share-innovation-definition/#davidb>
Word of Mouth. 2019. [Online]. Available through:
<https://blogs.constantcontact.com/what-is-word-of-mouth/>
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