Marketing Campaign for a Business Dissertation Example | Topics and Well Written Essays - 5000 words

Marketing Campaign for a Business - Dissertation Example The company is also planning to form a strategy that is physical handing business card to the client which can offer several deals to the regular users of the cab service. Tools which the firm aims to use have been analyzed in terms of their effectiveness through research. After research of these techniques used, the report aims to analyze and identify the most efficient technique. This will then be compared to the strategy of the competitors. The competitors are in the business from a longer period so their marketing strategies are fiercer as compared to that of A2Z minicabs. The firm will have to form the strategies which can cover the marketing objectives of the firm. The offering which the firm gives to the drivers is unique. This increases the efficiency of the drivers. The company only takes 25% of the sales from the drivers for the rent. This benefits the drivers in the slow season and it benefits the company when the sales are high. This is why the firm wishes to increase the customer base of the company. Higher sales mean higher return and profitability for the company. The online tools which the firms will use for the marketing of the services are Google Ad Word, Google Ad Sense, Google Analytics and the Search Engine Optimizer (SEO). These tools will prove to be sufficient for the marketing practices online. These techniques will help in saving the cost and in generating business for the firm. The physical mode of marketing and offering of the business cards will also prove to be efficient. TABLE OF CONTENTS INTRODUCTION 5 Company Description 5 Scope 5 Objectives 6 ANALYSIS AND DESIGN- USER STORY 6 RESEARCH 7 TECHNICAL & NON TECHNICAL RESEARCH 8 Secondary Data 8 Advantages of Secondary Data Analysis 8 Disadvantages of Secondary Data Analysis 9 COMPARE AND CONTRAST SIMILAR WEBSITES/ CAMPAIGNS 9 SWOT ANALYSIS 10 Strengths 10 The strength of A2Z mini cab is the availability of the resources and an efficient management which is increasing the outcome of the company. The major strengths of the company are: 10 Weaknesses 11 Opportunities 12 Threats 12 BUILDING THE MARKETING CAMPAIGN 13 Establishing the goals and objective 14 The objective of the company must be interlinked 14 Target market of the business must be defined 14 Value proposition and its consistency 14 Proper promotional tools 15 Measurement of the cost incurred 15 Integrated marketing 15 Internet marketing 16 TESTING OF THE MARKETING ACTIVITIES 17 Testing methods 19 COSTING- SUMMARY AND EVALUATION 20 GANTT CHART 21 MARKETING 22 Statistics Related To Online Marketing 22 Online Mode of Marketing 22 Google Ad Words 23 Google Ad Sense 23 Search Engine Optimization (SEO) 23 Google Analytics 24 Physical Tools for Marketing 24 INTRODUCTION Company Description An A2Z Minicab is a small firm owned by Jason Devlin. It is located in Croydon which is situated in the South of London. The firm is facing fierce competition in the industry. This is a small scale business which only has 50 drivers. The business is steadily growing in terms of sales. The business is operating since the last three years. The firm plans to establish and grow by increasing the customer base. The workforce of the firm is smaller comparatively to other firms operating in the same business but the pay structure is unique. The cabs are offered to the drivers on the agreement of charging 25% of the daily sales. This relaxes the drivers because they only have to pay 25% of the sales to the employers. In the days when