At a time when all the companies were following the traditional business policy to provide essential equipment to the windsurfer, the company named EasySurf changed the scenario of the industry by introducing a digital store of windsurfing equipment. The existing stores that offer essential equipment including clothing exclusively for the windsurfers, serves only to the experienced surfers not the beginners. Changing the scenario, EasySurf introduced a digital platform, where beginners as well as the experienced surfers can get their choice of equipment. The unique feature that EasySurf offers is the 3D printing of the equipments. The platform also provides information regarding the gyms and sport centers across the country so that the tourists and the sports enthusiasts can find them with less trouble. The information that is available on other platforms is not adequate for the fitness enthusiasts to make their choice. Thus, EasySurf made it easier for the customers by providing more than additional information. The newly launched digital platform needs a proper marketing plan to reach out to maximum customer base while competing with other rival companies in the industry (Burns, Bush and Sinha 2014).
The company EasySurf is an internet based portal which offers surfing equipment, clothing and other accessories. The company also provides services to the surfers regarding the best surfing areas within the country. In addition to that guidance is given to the customers in order to avoid any unpleasant incidents. Thus in the marketing and promotional campaign, the company needs to include all the features of the company which will persuade the customers to use the products and services of the company (Akbar et al., 2017). The marketing campaign of the company must include the activities which distinguish the company from its rival companies.
In order to outline the marketing strategy, both the traditional as well as social media based marketing strategies (Baker 2014).
The traditional marketing strategies will include featuring advertisements over television, banners, and billboards and so on (Turner, Shah and Jain 2018).
Advertisements over magazines and newspapers will be published. The options of classifieds and display will be used for the purpose of advertisements (Turner, Shah and Jain 2018). Text, illustrations, photos with graphic images will be included under the display advertisements. As part of classified advertisements, small photos consisting only texts will be included while featuring advertisements (Todor 2016).
Broadcast
Advertisements featuring the products of the company will be aired over television and billboards. For television advertisements, 30-second video will be aired and billboards in different corners of the city featuring company products or ‘catchy tag lines’ (Turner, Shah and Jain 2018). Meanwhile, advertisements over radio will include small audio clips with a persuasive tone so that listeners will be attracted to use the website (Todor 2016).
Meanwhile the social media marketing will use different social media platforms like Facebook, Twitter, Instagram and other platforms (Tuten and Solomon 2017).
Paid media
Over social media platforms like Facebook, Twitter and Instagram, paid advertisements will be posted (Ashley and Tuten 2015). For example, paid articles from advertisement agency or freelancers will be posted over the social media sites.
Owned media
Posts with hash tags like #easysurf, #surfer’s paradise and etc. will be posted over Facebook, Twitter and Instagram in order to develop popularity among the customers (Rohm, Hanna and Crittenden 2017).
Earned media
The positive feedbacks from the customers will be shared with different hash tags meanwhile the users will be encouraged to like the social media pages and share their feedbacks over there in order to attract them to use the service of the company (Prasad and Saigal 2018).
In addition to that the email marketing will also be used in order to reach out to the customers for the purpose of marketing (Tuten and Solomon 2017).
A sample promotional post over Facebook is as follows:
EasySurf aims to make an ease for the people who are sport enthusiasts and love to surf. The company tends to give best experience towards its customers. According to Wheaton, (2015), since surfing is a hardcore sports activity, it is seen that most of people who surf are the people around 17-28 years age group. The primary customer segmentation are the people who belong from the age group of 17- 25. Since the sports activity, surfing demands extreme fitness, the people who are very much into this sports will be the target customers for the company (Wheaton 2015). Secondly, the newcomers in the game also the target customer since they look for a hassle free experience while surfing. The final segment of target customer is the most experienced surfers who use different equipments to do experiments (Andrianopoulos and Vogiatzis 2017). Beside of the customers within the nation, the international level customers who visit the host country of the company occasionally are also the target customers. Thus the three segments are:
In order to reach out to these customers and then persuade them to use the services provided by the company, the most useful strategy would be social media based marketing since they remain active over social media sites more than any other media (Prasad and Saigal 2018).
As per Wheaton, (2015), most of the newcomers belong to the young generation and they spend most of their time on social media. Thus social media usage in order to attract the customers will be highly beneficial for the company (Kolb 2016).
Experienced customers get information regarding companies like EasySurf from words of mouths and the sports organizations or clubs with which they remain involved with (Wheaton 2015). Thus instead of social media marketing, email marketing to the organizations will be more effective (Rohm, Hanna and Crittenden 2017).
Strengths:
EasySurf entered in the surfing industry with a unique strategy of offering the service to beginners whereas the existing companies in the windsurfing business offer only to the experienced (Andrianopoulos and Vogiatzis 2017). It also offers information regarding windsurfing to the users like guidelines of surfing, places to surf and so on. It is the first company in the surfing industry that gives service as well as offers products (Thomas and Potts 2015). On the other hand, the company offers its products at a cheaper price in the market. However, the most effective strategy is the company uses multiple mode of marketing while others rely on only the social media marketing (Wheaton 2015).
Weaknesses:
The existing companies in the industry of windsurfing like Seed Surf Company, Circle One Surfboards and Tiki Surf Shop and etc, already have a hold on a large customer base (Thomas and Potts 2015). These companies market their products and services mainly over the social media platforms and through conducting outdoor events (Andrianopoulos and Vogiatzis 2017). Thus shifting customer attention from those companies is difficult due tough competition with the existing companies.
Opportunities:
In spite of the weaknesses, opportunities are there since the company offers its products to a wide range of customer base (Mills and Cummins 2015). Beside social media marketing, email marketing in a highly professional manner will be highly effective for the company since other companies focuses on social media marketing.
Threats:
The major threat is the high competition between EasySurf and other companies. In order to compete among each other these companies use different strategies of marketing (Mills and Cummins 2015). Since these companies already have a hold over the customer base, it is easy for them to persuade the customers to stay loyal to the company whereas it is difficult for a new company like EsaySurf to create a customer base.
EasySurf markets itself as the ultimate destination for the surf lovers. Even though there are very few companies in the industry which offers to the newcomers in the sport. The existing companies like Seed Surf Company, Circle One Surfboards and Tiki Surf Shop are some of the popular companies in the industry with a large customer base (Mills and Cummins 2015). These rival companies of EasySurf use different business strategies in order to outperform other companies. Thus it can be said that high competitions from the major players have an impact on the further growth of the company.
The marketing strategy needs to be very effective since the company needs to compete with the large companies. Among the three segments, two segment use social media most, thus the company will focus more on the social media marketing (Baker 2014). Over the years, it is seen that social media marketing is growing at a rapid pace while drawing considerable customer attention (Akbar et al., 2017).
The main aim of the marketing will be increasing the brand awareness of the company. Thus through the social media marketing using Facebook, Instagram and Twitter, The company will be able to reach out maximum customer base within minimum time while making aware the customers about the brand (Prasad and Saigal 2018).
Email marketing and blogs
Beside of using social media sites, the email marketing informing the customers about the company and its products will be extremely beneficial to achieve the customer attention (Hartemo 2016). Blogs over the company website will be another part of the marketing strategy, through which the company will be able draw the customer attention towards its products and service (Scott 2015).
Mobile marketing
The company uses the most effective form of digital marketing that is mobile marketing. Adopting the mobile marketing strategy, the company will be sending direct messages using the SMS service to aiming to reach out to target audience (Shankar 2016).
Improving the website:
The company serves its service and offers products through their website. However, the company can improve its website by designing the website category wise (Todor 2016). Based on the segments, there must be categories for Newcomers, 17-25 age group people and experienced. The website will be a separate section for ‘Blogs’, where promotional articles will be posted. On the other hand, the website will have a section for news and information where customers will be notified about surfing related information (Rohm, Hanna and Crittenden 2017).
Generating publicity:
The brand can become much more noticeable if users give positive feedbacks or testimonials over Google. For instance, press releases can be issued to showcasing the products or highlighting events which will be developed for gaining popularity. A local newspaper can be contacted for the purpose (Ashley and Tuten 2015). In order to gain publicity the company can give offers and discounts to the users. On the other hand, surfing training program for novices can be another way of increasing publicity among the customers (Burns, Bush and Sinha 2014). In that training program, the experienced customers can be invited to train the novices. This will engage both the customer segment with the company.
Host presentations:
A large amount of marketing can be seen by various types of potential consumers. Opportunities can be checked for hosting events at the malls, schools, community colleges and some other areas, so that the company can take advantage from fresh idea (Burns, Bush and Sinha 2014). In order to assure that the customers are reached to the company website, the social media posts, blogs will use search engine optimizing keywords such as ‘social media’ (Tuten and Solomon 2017).
When prices and advisements are set, services and products can be advertised. The company needs to be mindful of the regulations, so that it cannot mislead the consumers. A list of regulations can be followed at the time of conducting activities (Scott 2015). Legal obligations can be provided to advertisements, misleading conduct and bait advertising.
When the company advertise or market the business, they comply with various types of regulations. The company needs to keep in mind that the contents which are published as the blogs do not contain any information about the product and service of the company (Scott 2015).
When services can be promoted, they can ensure the branding, statement and quotes and they are not misleading or false. Component pricing can happen when a service’s products can be advertised or displayed in various sections (Scott 2015). If the advertisement can use component pricing, they can give price of additional cots in a prominent way.
Bait advertising is where the product can be advertised at a specific price without any kind of supply (Scott 2015). Bait advertising is considered illegal whether the organization can sell the products knowing they can meet the expected demand.
The company will be requiring adhering to rules and regulations of direct marketing. While doing direct marketing such as SMS marketing, email marketing and social media marketing, the marketers should not use any offensive language or use the contact details of the customers for personal purpose (Scott 2015). They must be refraining from misleading information otherwise the legal obligations might hamper the business process of the company.
Thus to conclude it will be right to state that the given will market plan will help EasySurf to a considerable extent in order to reach out to its customer base. While every organization serves to the experienced windsurfer, the organization named EasySurf will change the scenario of the business by presenting advanced store of equipments, clothes and accessories for windsurfing. The current stores that offer fundamental equipments including accessories and clothes serve just to the accomplished surfers not the fledglings. Changing the situation EasySurf presented a computer based online digital platform, where learners and in addition the accomplished surfers can get their selection of equipments with no problem. The effective marketing strategy that the company will use is the multiple ways of marketing such as traditional and digital marketing strategy whereas other companies focuses on social marketing strategy. Alongside that, the digital platform will additionally give data in regards to the exercise centers and game focuses the all over country, so that the vacationers and the games lovers discover them with less inconvenience. The data that is accessible on different similar digital platforms are not satisfactory for the wellness aficionados to settle on their decision. In this manner, EasySurf will make it easier for the clients by giving more than adequate information. Thus it can be said that the strategies including the social media marketing, traditional media marketing, email marketing, mobile marketing will be effective since the strategies were designed keeping the customers segments in mind. Every strategy has been discussed with proper manner assuring that customers are persuaded to the company. On the other hand the legal aspects have also been discussed in order to avoid any legal obligations. Thus every aspects of successful marketing have been discussed so that the marketing plan achieves success.
References
Akbar, F., Omar, A.R.B., Wadood, F. and Yusoff, W., 2017. Niche marketing strategy framework for SMEs: A conceptual framework. International Journal of Marketing, 14(5-8)
Andrianopoulos, V. and Vogiatzis, I., 2017. Windsurfing: The Physiology of Athletic Performance and Training. In Extreme Sports Medicine (pp. 357-363). Springer, Cham.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), pp.15-27.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Burns, A.C., Bush, R.F. and Sinha, N., 2014. Marketing research (Vol. 7). Harlow: Pearson.
Hartemo, M., 2016. Email marketing in the era of the empowered consumer. Journal of Research in Interactive Marketing, 10(3), pp.212-230.
Mills, B. and Cummins, A., 2015. An Estimation of the Economic Impact of Surfing in the United Kingdom. Tourism in Marine Environments, 11(1), pp.1-17.
Prasad, P. and Saigal, P., 2018. Social Media Marketing: Tools and Techniques. In Application of Gaming in New Media Marketing (pp. 202-214). IGI Global.
Rohm, A., Hanna, R. and Crittenden, V., 2017. Connecting Social Media and Traditional Media: Best & Worst Practices. In The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World (pp. 919-919). Springer, Cham.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.
Shankar, V., 2016. Mobile marketing: The way forward. Journal of Interactive Marketing, 34(1-2).
Thomas, S. and Potts, J., 2015. How competitive evolutionary dynamics first created then ruined windsurfing. The Journal of Sports Management, 9(1), pp.123-230
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(1), p.51.
Turner, J., Shah, R. and Jain, V., 2018. How brands are using nonlinear marketing to address consumer resistance to traditional marketing strategies. Journal of Brand Strategy, 6(4), pp.397-408.
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