Developing a Marketing Campaign for Bicycle Shop Sales

This report details a marketing campaign designed to increase sales for a bicycle shop, specifically focusing on folding bicycles. It begins with an introduction highlighting the importance of marketing strategies for business promotion. The report then presents the rationale behind the campaign, including marketing aims and objectives, such as increasing sales and attracting price-conscious consumers. It includes market research data, focusing on the target market, size, structure, and trends within the UK's urban cycling market. The report also analyzes the competitive landscape, identifying key competitors like Halfords and Evans. A marketing mix is then developed, detailing elements such as pricing (penetration pricing), product (folding bicycles), place (online and local outlets), and promotion (advertising, social media, personal selling). A campaign budget is proposed, allocating funds to various media channels, including social media marketing, personal selling, and SEO. The report concludes by emphasizing the effectiveness of marketing strategies for product promotion and the importance of targeting specific consumer segments.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Rationale for the marketing campaign to increase the sales of folding bicycles........................3
ACTIVITY 2....................................................................................................................................4
plan for marketing campaign for The Bicycle Shop...................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
In the present scenario every firm needs marketing strategies for promotion of their
products. marketing covers all the activities done for promotion and selling of products and
services to its customers (Ducange, Pecori and Mezzina, 2018.). In the current report A rationale
for the marketing campaign for increase the sales of folding bicycle is identified. The report will
discuss about the marketing aim and objectives, by research on the target market, size, structure,
and recent trends of the market. Along with this a campaign budget is prepared for bicycle shop
for attaining its aim and objectives.
ACTIVITY 1
Rationale for the marketing campaign to increase the sales of folding bicycles.
Marketing aim and objectives: The Main aim of the Bicycle shop is to increases the
sales of folded bicycle and accessories aims at commuters.
 To increase the sales of bicycle by 25% till end of July 2021.
 To increase the number of price conscious consumer by 20% till may 2021.
Research Data on the Market: Firstly, for fulfilling the main aim of the business,
shopkeeper will significant concentrate on Bicycle sales in UK ' urban cycling hot spot' including
London, Leeds and Birmingham. The target customers of the business include price conscious
customers. The reason behind that the firm want to expand its sales so firm majorly focus on that
who are the main source of revenue generation. The sales revenue will only increase by selling
the same range of the product to existing customers at a minimum price. Main selected
customers are those who travel some distance for work in regularly basis. So owner target those
customers who used this product on continue basis and movement of price of the bicycle affect
them.
Size Structure and trend: The bicycle shop is a medium- sized independent retail store
which deals in selling Bicycle and accessories to commuters. The bicycle shopkeeper is a single
owner and follow the structure of sole proprietorship. In which dealing taken by single persons
only and profit and loss of the business handed in that person hands only. The shopkeeper wants
to mainly focus on the mix-up customers of affluent professionals and price conscious persons. It
is necessary to do a trend analysis of market which helps in increasing the sales of the bicycle.

New trends and technological advancement is required for the continuous growth of the business.
many of their customers buy a bicycle that can be folded for storage whole they are at work. So
now the owner will concentrate on that model.
Competition: In the UK market all the bicycles sales from only two retail chains. i.e.
Halfords and Evans. These two companies are the main competitors of the business who also
produce Folding bicycle of premium brands like Brompton cycles. For increasing sales of folded
bicycle owner have to make good strategies for competing with the competitor’s firm.
Evaluation of the Reliability and Validity of the information researched: The
information which are taken to preparing this report is authenticate and accurate. In addition to
this all the data is latest and older data is not being used.
Rationale: the rationale underlying the launch of marketing campaign with target on a
price conscious consumers is that the company wants to increase the sales of the bicycle
(Chisnall, 2018.) for this they will attract more customers to the stores and increase the
probability of them to making purchase.
ACTIVITY 2
plan for marketing campaign for The Bicycle Shop
Marketing Mix
Elements Description
Price The bicycle shopkeeper will use penetration pricing for the product. The
reason behind choosing this pricing strategy is that in this strategy initially
prices of the product is set low for attracting more customers and as market
is captured prices are increased. This has been selected because owner
focus only on price-conscious consumers hence, low price will attract
majority of people.
Product Major product of the bicycle shop is folded bicycle and other accessories
used by commuters.
Place The bicycle shop have local outlets in the UK now but company will also
deals in online market for increasing the sale of bicycle
Promotion The firm uses advertising, sales promotions, digital and social media

marketing, e-commerce platforms, Personal selling strategies for promotion
of Increasing sales of bicycle.
Marketing Message:
"Carry a healthy and safe life with our foldable bicycle"
This is the marketing message as the use of bicycle will assist the person in having a healthy life.
Further with help of the foldable cycle the people can take it anywhere and they can continue
with their cycling.
Selection of Media:
Media is the communication outlets used by the businesses for delivering information’s
to the general public (Mothersbaugh, Hawkin and Kleiser, 2019). The Bicycle shopkeeper is
using social media marketing personal selling strategies, direct mail. search engine optimisation
and marketing, mobile marketing, online and offline marketing for promotion of folded bicycle.
firstly, owner choose the right social media channel for their product with creativity and
innovation of new features offerings.
Campaign Budget:
For preparing campaign budget firstly the total budget of the projected target is taken and
then distributed and allocated to all the activities in accordance with their requirement.
Media Amount(£)
Social Media marketing 3000
personal selling Strategies 500
Direct Mail 500
Search engine optimisation 2000
Online marketing 2500
Search engine marketing 1000
Mobile marketing 500
Total 10000

Time Scale:
It is the most common scaling strategies used to further proceedings of campaign budget
(Parola, and et.al., 2018.). Time scale is the act of providing a higher rank or position of the
activities of social media marketing. Those companies who are using this approach will likely to
earn more profits.
Activity January Februar
y
march April May June July
Social Media
marketing
personal selling
Strategies
Direct Mail
Search engine
optimisation
Online marketing
Search engine
marketing
Mobile marketing
CONCLUSION
From the above studies it was evaluated that marketing is the most useful strategies for
promotion of a product and services. In this report mainly firms focus on their target customers
and making strategies for attaining its aims and objectives. The Bicycle shopkeeper majorly
focus only on the price-conscious consumers. The main reason of choosing this customer is the

increase in sales of folding cycles. For attaining the report, the major focus was on the making of
marketing campaign. With help of the marketing campaign the different media for marketing
was selected like social media marketing, direct mail and others.

REFERENCES
Books and Journals
Ducange, P., Pecori, R. and Mezzina, P., 2018. A glimpse on big data analytics in the
framework of marketing strategies. Soft Computing. 22(1). pp.325-342.
Chisnall, P. M., 2018. Marketing research. London: McGraw-Hill.
Mothersbaugh, D. L., Hawkin, D. I. and Kleiser, S. B., 2019. Consumer behavior: Building
marketing strategy. McGraw-Hill Higher Education.
Parola, F., and et.al., 2018. Marketing strategies of Port Authorities: A multi-dimensional
theorisation. Transportation Research Part A: Policy and Practice. 111.
pp.199-212.
Online
Marketing Aims and Objectives. 2021 . [Online]. Available through:
<https://smallbusiness.chron.com/marketing-aims-objectives-60412.html>