University of Northampton: Entrepreneurial Marketing Plan for Airdri

This assignment is a comprehensive social media marketing plan for Airdri Group, a UK-based company. It begins with an introduction and executive summary, providing an overview of Airdri's business. The report then conducts a marketing audit, followed by a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. It outlines specific business and social media objectives, analyzes the target audience through demographic and social networking practices, and selects appropriate social media zones and vehicles. The report then creates an experience strategy using selected zones, establishes an activation plan with timelines and activities, and details how to manage and measure the marketing campaign's success, including a budget analysis. The conclusion summarizes the key findings and recommendations, supported by references.

Entrepreneurial
Marketing

INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
1. Executive Summary.................................................................................................................1
2. Marketing Audit.......................................................................................................................1
3. SWOT......................................................................................................................................2
4. Business objective...................................................................................................................2
5. Gather insight into target audience..........................................................................................3
6. Social media zones and vehicles..............................................................................................3
7. Create an experience strategy using selected zones................................................................4
8. Activation plan.........................................................................................................................4
9. Manage and measure...............................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Entrepreneurial marketing help the organizations to expand their business but before that
they need to identify the macro or micro external factors. By using SWOT analysis, business is
able to identify company’s strengths, weakness, opportunities and threats. It helps the
management to formulate their future strategies on the basis of it. For the better understanding
of this concept, Airdri Group is selected which is UK based company and established in 1974.
This assessment covers the social media marketing plan which include the several topics such as
marketing audit, SWOT analysis, Target audience, social media zone and vehicles, action plan,
marketing budget etc. This information helps the managers to make effective marketing plan
which further used to achieve business goals & objectives.
MAIN BODY
1. Executive Summary
Airdri is a United Kingdom based organization which established in 1974 by Peter Philipps
& Peter Allen. The company works across three different continents. This includes basically two
companies. To remain ahead of the market, produce a wide variety of hand dryers and now build
elevator door detector as well as voice system. The gate detection device can sense some sort of
barrier that could be person or something visible through the windows. The door monitoring
system, however, uses the same equipment found underneath hand dryers. In the elevator
industry the Airdri Community is highly competitive (Onishi and Manchanda, 2012). The firm is
now launching first ever jet-hand dryer. It newly introduced hand dryer uses just 200 watts of
machine which seems to be the lowest manual dryer in the market opportunity.
2. Marketing Audit
Marketing Audit is a process that lets companies execute plans, priorities and outcomes in
order to evaluate B2B or B2C marketing. Nonetheless, the company conducts marketing audit
periodically in conjunction with Airdri to learn the exact business condition and recognise the
key competitors of the product. Any and every thing relevant to the company is found through
marketing audit. The organization does a thorough review to determine the relevant company's
internally and externally situation. The organization makes use of SWOT Analysis within
internal analyzes.
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3. SWOT
Swot analysis is a technique that assists an enterprise in determining the strategic role of
the business in the future competition. Moreover this research allows an company to establish
strategic strategy.
Strengths: It helpful to make a company different from its rivals. In the context of Airdri,
strength of the entity on its strong position on the UK market because of quality products, loyalty
of their customers etc. In addition, by incorporating the social media program and using the
platform, a large presence would be beneficial for the organization.
Weakness: There are situations where an organisation cannot operate at the highest level.
Nonetheless, the company's limitation will be rivals with connections to Airdri, as the social
media approach introduced by Airdri would be readily applied by future clients of the firm.
Some weakness are lack of skilled employees, lack of finance, inefficient management practices
etc.
Opportunities: Those are beneficial conditions that help a company achieve competitive
edge. Airdri will extend its market activities across social media zones and automobiles in other
major countries (Buhler and Nufer, 2012). In addition, the come will make good use of sites such
as Instagram, YouTube and many others to increase awareness about product or service into
market opportunity. Company also can expand their operations into another market by using
online shopping methods or fast delivery options.
Threats: These are things which may damage an organisation. In fact, the company's rivals
will try to introduce the very same social media adopted by the company in the context of Airdri.
Additionally, if the rivals have significant social media follow-ups, the company may be heavily
influenced. Large competitors in this sector, high cost of manufacturing become the threat of
Airdri Company for longer period.
4. Social Media objective
 Airdri Limited's key goal is essentially to maximize the average income of the business
by 12 per cent over a 4 month timeframe.
 In fact, throughout 4 months, the organization expects to improve its internet traffic by 20
per cent.
 In 4 months, Airdri will target to growing its Facebook by 10 per cent.
 Raise its twitter followers within four months by 7 per cent.
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 Build a YouTube channel within 4 months and hit 6000 subscribers.
5. Gather insight into target audience
There are also many methods in which focused consumer awareness is generated. Such
observations are evaluated by organization in order to learn the consumers' preference as well as
their wishes. After gaining correct information the business manufactures products that take into
account target market needs. The company targeted market on a number of bases in Airdri 's
case. Many of those are listed below:
Demographics: According to one survey, intended demographic for Airdri comprises
males and females between the ages of 30 and 65. The target market must have fair taxable
profits such that the business goods will be used for profit. Organization serves all metropolitan
and residential parts of UK under geographical position (Pike, 2015). In addition, the social
media strategy would target local people living in the UK to improve the turnover of the
business.
Social networking practices: Airdi Company actively publishes their products and its
details on social media sites by using social media sites. Such as Facebook, Instagram, Youtube
for advertisement or gain more customers with this practice. Company also provide every details
of their products on official website for the consumers which helps in providing brand
awareness.
6. Social media zones and vehicles
There are many social media zones that and company adopts to accomplish the business goal
with efficiency. These are all very beneficial zones. However, the organization should follow the
whole social media region in the case of Airdri so that they might accomplish the intended target
successfully. Here are the social media zones and vehicles that Airdri is to introduce as described
below:
 Social relationship: This social networking environment is related to mutual contact
between individuals or groups. It comprises Twitter , Facebook etc.
 Social Commerce: It includes the electronic buying and sale of goods and services by
individuals and communities. Includes Airbnb, Trip Advisor etc.
 Social publication: Information about every single subject is disseminated to the public
under this. It encompasses Flickr, Twitter etc.
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 Social entertainment: Use social media platforms in this region for gaming purposes. It
is comprised of videos, art games, etc.
7. Create an experience strategy using selected zones
When social media development happens in an enterprise, there are many approaches which
are practice (Charter and Polonsky, 2017). Such approaches are a great benefit to successfully
accomplish an organization's corporate goals. Therefore, it is all necessary to enforce appropriate
social media strategy.
 Use Chatbots: Business such as Airdri can use chatbots to communicate easily with end
users of the product. Basically, this sort of connection is conducted on a computer
application that is typically believed to influence internet communication with users. It is
related to the social media relationship zone.
 Creating customized consumer experience: In fact, social enterprises such as Airdri
will aim to provide the customized to the audience of the business in order to draw them
to the service of the organization that helps to improve the overall market share. This
strategy linked with the social commerce zone where they gather customer experience or
formulate further strategy accordingly.
 Effective content marketing strategy: Airdri's content to be distributed to prospective
consumers will, however, be factual and relevant in nature in order to include the
required business details. This one is relation to the social publication where every social
activities of the company published for the awareness of consumers. For example: any
achievement or award should be published for the customer’s awareness.
 Development of target market community: Businesses may strive to build a large pool
of supporters under the social media platform (Treadaway and Smith, 2012). Ultimately,
it could help to successfully accomplish the set target of rising total market revenue.
8. Activation plan
It is the process of converting any plan into action and in order to do it successfully, there
are several actions required which are as follow:
Activities Description Time period
(2020)
Time Scale
Customer perception It can be accomplished by offering the
client’s free demo to provide their
In January 20 days
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experience. Airdri should need to provide
free demo to the selected customers as free
sample of their product to test their reviews.
month
Collect information
through customer
feedback
Specific consumers' input is obtained to
assess the changes. As in the Airdri
company, with the aid of online outlets they
will evaluate their customers' input. As well
as with this they will create new features as
per the customer's need.
In the
month from
January to
February
30 Days
Effective marketing Brand recognition can be achieved under
this operation with the aid of social media
areas. Such as the Airdri, social interaction
zone will increase awareness of their
products. In which they could distribute
their products through done effective
marketing by using Facebooks, Instagram,
Twitter etc.
Start from
March to
April
20 Days
Successfully deliver
the products
Such practice involves delivering goods to
the consumer using an appropriate tool.
Airdri Limited can sell their products online
or through offline stores.
At the end
of April
40 Days
9. Manage and measure
That is the last phase in the Communications strategy for social media. The program is
calculated in its success with the aid of an acceptable budget (Palmer, 2012). Below the social
marketing campaign budget is listed that shows the difference between actual and anticipated
costs of activities. Actual Cost Company received after the production but anticipated cost
company calculate before production and it is totally based on the assumption. Managers ensure
that company gain more than the anticipated but spend less than the anticipated cost.
Particulars Anticipated cost Actual cost
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Expens
es
Total
budge
t(in £)
Janua
ry
Febru
ary
March April Janua
ry
Febru
ary
March April Total
actual
expenses
Video
producti
on
£ 500 £ 100 £ 200 £ 50 £ 150 £ 150 £ 190 £ 60 £ 160 £ 560
Content
creation
£ 250 £ 60 £ 80 £ 10 £ 100 £ 80 £ 100 £ 50 £ 90 £ 320
Staff
cost
£ 400 £ 100 £ 100 £ 100 £ 100 £ 120 £ 120 £ 120 £ 120 £ 480
Technol
ogy
£ 350 £ 90 £ 140 £ 100 £ 20 £ 80 £ 120 £ 90 £ 10 £ 300
Agency
charges
£ 200 £ 50 £ 50 £ 50 £ 50 £ 50 £ 50 £ 50 £ 50 £ 200
Promoti
on
£ 160 £ 50 £ 40 £ 50 £ 20 £ 60 £ 50 £ 40 £ 50 £ 200
Graphic
design
£ 600 £ 200 £ 150 £ 150 £ 100 £ 200 £ 150 £ 150 £ 200 £ 700
Total £ 2460 £ 650 £ 760 £ 510 £ 540 £ 740 £ 780 £ 560 £ 680 £ 2760
Social media marketing campaign budget is used to predict the value which are going to
spend and manager further manage finances accordingly. The anticipated cost of this marketing
budget is £ 2460 and the actual cost is £ 2760. In this situation, they are expected to manage as
much as feasible of their spending.
Monitor: To manage the efficiency of their marketing plan for social media they must
concentrate on certain tasks that incur higher costs (Tsalikis and Fritzsche, 2013). As well as
reducing the cost by making good use of their limited capital. In fact, they will use their plan's
benchmarking and Key Performance Indicator (KPI) tool to monitor the results.
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KPI: This can be described as some kind of strategy which related to concentrating on
certain things that are useful or not useful for businesses. Managers need to eliminate those
activities which are not generating any profit for the organization but only occur cost. Airdri
Limited can use the technique to monitor their marketing plan for the success of business and
achieve their operational or marketing goals & objectives.
This technique helps in controlling the each activity and make sure to minimise the
production and other marketing activities in order to improve the profit margin.
CONCLUSION
From the above discussion it has been concluded that, in order to expand their market reach
or capture market share in the future market the business will effectively target their customers
by using social media strategy. This strategy is to be implemented in proper and realistic way, so
that the intended market goal is met within the defined amount of time process. This marketing
strategy for social media, though, involves all the requisite zones and vehicles to help a company
accomplish the business target with proper performance. In fact, the corporation is planning a
detailed campaign strategy that lets an agency make choices based on the company's financial
situation.
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REFERENCES
Books & Journals
Buhler, A. and Nufer, G., 2012. Relationship marketing in sports. Routledge.
Charter, M. and Polonsky, M .J., 2017. Greener marketing: a global perspective on greening
marketing practice. Routledge.
Desbordes, M., 2012. Marketing and Football. Routledge.
Onishi, H. and Manchanda, P., 2012. Marketing activity, blogging and sales. International
Journal of Research in Marketing, 29(3). pp.221-234.
Palmer, A., 2012. Introduction to marketing: theory and practice. Oxford University Press.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Treadaway, C. and Smith, M., 2012. Facebook marketing: An hour a day. John Wiley & Sons.
Tsalikis, J. and Fritzsche, D .J., 2013. Business ethics: A literature review with a focus on
marketing ethics. In Citation Classics from the Journal of Business Ethics (pp. 337-
404). Springer, Dordrecht.
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