{"id":125361,"date":"2023-11-17T13:14:37","date_gmt":"2023-11-17T13:14:37","guid":{"rendered":"https:\/\/learnexams.com\/blog\/?p=125361"},"modified":"2023-11-17T13:14:38","modified_gmt":"2023-11-17T13:14:38","slug":"2022-unit-17-digital-marketing-assignment-2-distinction-develop-a-digital-marketing-campaign-for-a-selected-product-or-brand","status":"publish","type":"post","link":"https:\/\/www.learnexams.com\/blog\/2023\/11\/17\/2022-unit-17-digital-marketing-assignment-2-distinction-develop-a-digital-marketing-campaign-for-a-selected-product-or-brand\/","title":{"rendered":"2022 Unit 17 Digital Marketing, Assignment 2 (DISTINCTION*) Develop a digital marketing campaign for a selected product or brand"},"content":{"rendered":"\n<p>This document covers Unit 17 Digital Marketing &#8211; Assignment 2. It is a creative digital marketing campaign for Biki (fictional cycle shop), justifying the key decisions taken and potential improvements that could be used to create brand loyalty. This work covers all of the criteria required to achieve distinction as well as the correct structure and layout needed to reach those high grades. Just follow the content, it will save you time and help you effortlessly achieve distinctions. Content covered: P6 &#8211; Produce an outline for a digital marketing campaign that will create brand loyalty for a new or existing product or brand. M3 &#8211; Produce a detailed digital marketing campaign and demonstrate how it integrates into the wider marketing and promotional mix for a new or existing product or brand. D3 &#8211; Produce creatively a digital marketing campaign, justifying the key decisions taken and potential improvements that could be used to create brand loyalty.<\/p>\n\n\n\n<p>Unit 17 Assignment 2<br>Name of the campaign: Go Biky<br>Digital marketing campaign<br>Launch date: 4th of June 2020<br>Content<br>Introduction \u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026..\u2026.\u2026.\u2026\u2026\u2026..2<br>Situation analyses and market Information\u2026\u2026\u2026\u2026\u2026\u2026\u2026.\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.\u2026.\u2026\u2026\u2026\u2026\u2026\u2026.\u2026\u2026\u2026..3<br>\uf0b7 Political factor<br>\uf0b7 Economic factor<br>\uf0b7 Social factor<br>\uf0b7 Technological factor<br>Competitor analysis of Biky\u2026\u2026\u2026\u2026\u2026\u2026..\u2026\u2026\u2026..\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.\u2026\u2026\u2026\u2026\u2026.\u2026\u2026.\u2026\u2026..5<br>Customer analysis\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026..\u2026\u2026\u2026\u2026\u2026..6<br>\uf0b7 Demographic segmentation<br>\uf0b7 Behavioural segmentation<br>\uf0b7 Brand persona<br>Micro environment analyses \u2013 SWOT\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026..\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.\u2026\u2026\u2026\u2026.8<br>Aims and objectives of the digital marketing campaign \u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026..10<br>\uf0b7 Connect with the customers<br>\uf0b7 Create brand storytelling<br>\uf0b7 Customer Retention<br>\uf0b7 Increase in visits and online registrations<br>Marketing tactics \u2013 product, place, price, promotion\u2026\u2026\u2026\u2026\u2026\u2026\u2026..\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.11<br>Promotional mix: Advertising, Sales Promotion, Personal Selling, Public Relations\u2026\u2026\u2026\u2026..\u2026.\u2026\u2026\u2026\u2026.12<br>Key message, Call To Action, Follow Up, Resource Identification, Timing, Budget\u2026\u2026\u2026\u2026\u2026.\u2026.\u2026\u2026\u2026\u2026.13<br>Justification and concerns \u2026\u2026\u2026..\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026..\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026..15<br>Control and Measurements \u2026\u2026\u2026..\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026..16<br>1<br>learnexams &#8211; The Marketplace for Revision Notes &amp; Study Guides<br>Downloaded by: johnprice | miltiadis.lst@gmail.com<br>Distribution of this document is illegal<\/p>\n\n\n\n<p>learnexams- The Marketplace for Revision Notes &amp; Study Guides<br>Unit 17 Assignment 2<br>Introduction<br>Biky is a small bicycle shop based in London, which is<br>specialised in the niche market of folding bikes. The shop<br>is doing well due to the accessories sold and the services<br>like bike repair which are provided. The shop owner<br>wants to integrate digital marketing to their broader<br>marketing mix. In the past few years there have been<br>decrease of sales due to people choosing to buy their<br>bikes online, therefore he wants to increase his brand<br>loyalty and promote the brand personality. To promote it<br>and build relationship with their customers Biky will<br>introduce a revolution in the cycle market sector \u2013 an app<br>that motivates people to go out cycling giving them<br>rewards points the more they cycle which they can spend in<br>the shop. To further motivate people, the app will have<br>competitions in which people will be competing against each other for a price. This will help meet<br>the marketing objectives &#8211; promote the brand personality and make the business more popular,<br>which will significantly increase the brand loyalty. My digital marketing strategy also involves<br>introducing a brand new e-commercial website, email and social media marketing which will help<br>Biky to meet its objectives and aims. The email tactic that will be used will involve sending regular<br>emails to all of the subscribers giving them useful information regarding cycling and the latest offers<br>by Biky.<br>The planned lunch date for the marketing campaign is the<br>4<br>th of June, the main reason being is that the beginning of<br>the summer is the best time to advertise bikes because<br>people buy more due to the good weather conditions. On<br>this note one key issue that have emerged from my<br>research is that the success of my marketing campaign<br>can very based on the weather. If it is raining or it is cold,<br>people would not be interested in buying bikes. To<br>resolve this issue I will check the weather forecast and if<br>the weather conditions are not good I will have to consider<br>changing the dates of my digital marketing campaign. (D3)<br>For my marketing campaign the budget is \u00a335 000 and it will be spend on creating a new ecommercial website for the business, developing the app and advertising it as well as setting up<br>business email communication software. The rest will be put towards social media marketing. The<br>expected return on investment is going to be around 40% in the first year, which is really good<br>considering that the main aim of the marketing campaign is to increase customer\u2019s loyalty, not sales.<br>This digital marketing campaign will fit perfectly with in the wider marketing mix as the company<br>already uses traditional marketing. The campaign will be advertised with posters on the shop as well<br>as other locations like local bus stops and metro stations. This way more people will be exposed to<br>the marketing message. (M3)<br>2<br>http:\/\/www.foldingbikes.biz\/<br>wpimages\/wp0_wp09e47be2_05.jpg<br>https:\/\/hips.hearstapps.com\/hmgprod.s3.amazonaws.com\/images\/1\/<br>Downloaded by: johnprice | miltiadis.lst@gmail.com<br>Distribution of this document is illegal<\/p>\n\n\n\n<p>learnexams- The Marketplace for Revision Notes &amp; Study Guides<br>Unit 17 Assignment 2<br>Situation analyses and market Information<br>Macro environment analysis \u2013 PEST. This factors are external and can\u2019t be controlled by<br>the business, but the research will help to take the right marketing decisions.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Political factor &#8211; Many people are cycling on<br>London major roads, the numbers have nearly doubled<br>since 2000. The UK government has a number of<br>agreements and laws to reduce the harmful emissions<br>and improve the air conditions in the cities. Cycling is the<br>most environmentally friendly way of traveling and at<br>the same time regular cycling is a great way to improve<br>physical and mental health, improving well-being and<br>reducing the risk of premature death and ill- health. The<br>NHS spend \u00a36.8bn in 2013 on CDV (cardio vascular<br>disease), around 20% of which were due to death and<br>14% due to illnesses in the working age. It is proven that<br>physical activities like cycling help prevent CDV and that is<br>why the government increasingly invests and supports the development and promotion of cycling<br>through variety of projects and initiatives, which will result in saving billions of NHS\u2019s finances. Those<br>projects include creating more cycle routes, creating a number of Cycling Demonstration Towns<br>which received \u00a3500,000. The cities spend those money on promoting cycling, educating about<br>cycling skills and benefits in schools, and providing tax incentives to employers to promote cycling.<\/li>\n\n\n\n<li>Economic factor \u2013 The cycling industry contributes \u00a31.6bn to the UK economy and continues<br>to grow every year which is due to people realising that cycling is a great way to travel, save money<br>and at the same time to keep fit and environment friendly. In 2010 around 23 000 people were<br>employed directly in the bicycle sales, distribution and maintenance of bikes, generating \u00a3500m in<br>wages and \u00a3100m in taxes.<br>In 2018 the minimum wage is expected to increase by 5% present which means that the Shop will<br>have to spend more on wages. They will have to find ways to compensate the bigger expenses,<br>which can be hard especially in this moment of uncertainly with Brexit coming soon.<br>3<br>https:\/\/www.wikihow.com\/images\/thumb\/8\/8f\/<br>Avoid-Unneeded-Doctor-Visits-Step-1-VersionDownloaded by: johnprice | miltiadis.lst@gmail.com<br>Distribution of this document is illegal<\/li>\n<\/ul>\n\n\n\n<p>learnexams- The Marketplace for Revision Notes &amp; Study Guides<br>Unit 17 Assignment 2<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Social factor \u2013 The UK society is more<br>aware and concern about the natural<br>environment than ever before. People don\u2019t<br>mind spending a bit more on green products<br>and happily help by recycling their waist and<br>look for ways to reduce their carbon footprint.<br>The people who are more concerned for the<br>environment and the pollution caused by cars<br>may decide to use public transport with<br>conjunction with cycling. This can lead to<br>increase of sales; the company has to<br>emphasise all the environment and health<br>benefits of cycling. Across the UK there are<br>many Folding Bicycle clubs where people with<br>folding bikes socialise and cycle together. A<br>good example is The Folding Society a club<br>based in the midlands, which organises<br>different events and rides in this part of the<br>country.<br>Technological factor \u2013 Folding bikes have come a<br>long way nowadays, they can fold into smaller than average suitcase and be taken virtual anywhere.<br>To fold them takes only a few seconds which makes it really convenient for everyday use. On the<br>other side there is a rising submarket of electronic bikes which can appear more attractive to older<br>people because you don\u2019t need to pedal as much. This can become a big competitor and can result<br>in losing clients and reducing the sales. The population of UK is growing order statistics show and as<br>people get older they start to look for more comfortable products which can result in increase in the<br>sales of electronic bikes. (D3)<br>4<br>https:\/\/www.webhealthjournal.com\/<br>uploads\/2016\/12\/infographic-abouthttps:\/\/www.pinterest.ca\/pin\/390616967658675762\/<br>Downloaded by: johnprice | miltiadis.lst@gmail.com<br>Distribution of this document is illegal<br>Powered by learnexams<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>This document covers Unit 17 Digital Marketing &#8211; Assignment 2. It is a creative digital marketing campaign for Biki (fictional cycle shop), justifying the key decisions taken and potential improvements that could be used to create brand loyalty. 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