Currently Big Bro Sports has taken a very different direction from its original concept which emerged from a soccer game in the United Kingdom with a group known as Men v Fat (Eaves et al, 2008). It had an intriguing concept geared towards helping men fighting weight issues. The concept ensured participation of all its members since not only did the number of goals scored by each individual add up to the total team score but also for every 1kg lost by any member also contributed to the teams overall success. The concept was a massive success in Europe. However it had its problems such as members putting rocks in their pockets before the weigh-ins. The game became too competitive as teams tried to be at the top of the league, hence they lost sight of why they begun. Big Bro Sport will be different, the main difference will be on the fact that it will be all inclusive. Below is a SOSTAC analysis of the digital marketing plan.
This group is more focused on participation of its members both physically and mentally. It has become clear that weight issues is only considered a woman problem hence most men suffering from overweight do so in silence. Another issue that has become clear is that most men have some mental problem that they have but don’t know how to deal with it. Australia has a total population as of the most recent census held in 2016 was 23,401,893 which was provided by the Australian Bureau of Statistics (Statistics, 2010). Overweight and obesity is a significant public health problem. This is as a due to continuous energy imbalance as a result of consuming more food and drinks which leads to a higher amount of energy retained compared to the energy dissipated as a result of physical activity (Barclay and Brand-Miller, 2011). Only three-quarter of children and adolescents are not overweight or obese. Close to two-thirds of the entire adult population is obese and this number is ever on the rise. It might be biological or genetic, and simply as a result of our life choices (Boelsen-Robinson et al, 2015).
The current targeted market is overweight men who need an inclusive and safe environment to workout. In the future we hope to encourage women to join who want a more proactive measure to managing their weight that just walking once or twice a day. Also in time we can create a league for teenagers who want to reduce their weight and manage it in a fun and informed way (Kapferer, 2011). Any interested individual can follow us on Facebook were we run a Facebook live event during the matches, so followers are needed to increase and spread awareness since the numbers a very low. Instagram is another amazing innovation in the creation of amazing videos and in making breathtaking stuff. But we have no idea as to how we can use this innovation to our advantage therefore more emphasis needs to be placed in this creative sector. Its performance and outreach for this brand has been less than fruitful. We also have a Big Bro Sport group set up for discussion on how we can improve the experience for our members. We also offer T shirts if you bring a friend, for those loyal member who have been with the league are also offered some gifts as gratitude for the continued support.
Strengths.
The concept is fairly new in the Australian market hence ample space to develop without competition. There are no rigid pre-determined rules hence flexible and easy to amend.
Weakness.
A more intensive campaign is needed hence a much larger budget needs to be developed.
Opportunity.
The highly developed telecommunication industry in the country provides for fast internet access. This means online campaigns and marketing will reach a much larger market especially in very popular social media platforms such as Facebook, twitter and instagram. Hence a much larger audience will be reached since most of the population is online.
Threats
Increased security and scrutiny during data collection before and after matches in order to make sure people do not lose sight of what they are doing and to discourage any misconduct for the purpose of attaining more points to move up the league (Tiago and Veríssimo, 2014).
Objectives
The main objective of this league is to promote fitness within the community. Most of the citizens in Australia and especially men have no source of information as what to do once their weight gets out of hand. There is some information to help women but almost none for men. Therefore the league was created not only as a tool to help people reduce weight but also get information on how to manage your weight once you have lost it or start losing it (Skinner et al, 2008). The league also hopes to attract more members by using various social media platforms to reach out to more people who may not know what to do concerning their weight problems. The league also has the objective of making the game and concept appealing to women who may want to take a more proactive measure to losing weight than just walking (Stell and Salisbury, 2015). The league has the vision of spreading across Australia in order to cater for everyone who may be struggling with weight problems. Australia in general has poor internet connection which is as a result of overstretched infrastructure, despite this big cities like Singapore has lightning-fast downloading speed of up to 161.211 Megabits per second. This means that individuals within this city and other major cities have fast and easily accessible internet connection hence this campaign will reach the majority of the Australian population. Considering there are five large cities in Australia each having a population of one million and above. Considering the intensiveness of this venture and its use of the internet online surveys can be provided online to gather data as to how the league is perceived in the online market. Questionnaires can also be provided to the members of Big Bro Sports league concerning the services provided and the quality in which they are provided and open end questions that provide members with a section to express their views and opinions. If this objectives are achieved they will lead to an increase in the number of individuals who sign up with the league as well with the achievement of the six-month project to open up five or six more league bases in Victoria (Lock et al, 2008).
Strategy
The following strategies were developed with the singular purpose of actualizing the above mentioned objectives which primarily involves increasing the brand awareness and increase membership into the Big Bro Sports league as well as be a source of information regarding how to manage your weight. Considering some of the strengths we are working with we are located in a country with fast internet connection in major cities and offer a variety of products our major weakness is that we are working with a limited budget (Schaarschmidt and Kilian, 2014). Hence some of the strategies we can adopt to facilitate the achievement of our objectives include;
Increase the visibility of the brand by making more attractive and creative videos that will without a doubt attract viewers. Instagram has some of the most interesting tools to make videos hence a well-developed video will attract viewers. Facebook has most of the young adult population between 20 and 35 who are working most of the time and do not have time to visit the gym as often as they should therefore with enough videos enough people can see and discover an alternative lifestyle choice that is easier, effective and fun
Increase the number of Big Bro Sports facilities throughout the country in the next six-months. This will only be possible by increasing the number of membership throughout the country by enacting a more local payment system and developing a more engaging environment.
Increase the rate at which email are sent to members reminding them to visit the football pitches and the daily gifts and bonuses available for all members within the league. We can also send our members monthly magazines and journals highlighting all the activities happening and the upcoming ones.
Develop a customer profile in order to provide a more personalized experience. Most of the men are aged between 18 and 35. Most of them coming from Dandenong and the surrounding environs. Most of the work with a general large families consisting of five members and above. All of them wish to improve their health. With such information a more personalized schedule can be developed like people who come off work at the same time can form their own team (Taken Smith, 2012).
Tactics
Some of the tactics that Big Bro Sports league will use to achieve its objectives consists of some well identified strategies targeted to a very specific market segment. The league will use free T shirts that they will give to any member that brings a friend along to the football matches. Hence the league has to make sure they have contacted their suppliers to make sure there is enough stock of this free T shirts.
The league needs to make sure they offer affordable rates that are competitive in the market and fair to the members. This needs to range closely with other providers of such services like Richmond Soccer Club. This will make members feel confident in what the club is offering. The two clubs also work closely with each other as a form of graduation where an individual that has lost a lot of weight might join.
The league also needs to make sure they have secured the best playing facilities either by hiring or owning. They may also provide portable pitches. This means that members will always have a place to play and have a drink or two at the end of the game.
The league may also use email marketing where the accumulated details formulate a profile that will enable the system to generate a personalized email containing all the information pertaining to information the member may be interested to join (Vandelanotte et al, 2009).
Action
The teams will be managed by the Big Bro Sports club. An individual can join an existing team or create one with his buddies. Every Tuesday we have match night, which has been growing and developing smoothly. The game takes about an hour and after the game we meet up for beers. The teams can wear matching uniforms of their own design. Payment will be primarily online with all bank details available to provide easier payment, most of this fund will be channeled towards the maintenance of portable pitches and hiring pitches when in other regions where there are members of the Club. Your team will compete with other teams in a supportive and inclusive environment against other Big Bro teams in a communal experience centered in a healthier lifestyle. The league can register with the ministry of sports in order to receive additional funding that will enable the club provide cheaper prices (Wertime and Fenwick, 2011).
Control
The only way to make sure you monitor this league properly is by setting key performance indicators such as an increase of the number of members by 50% by the end of the year. Increase customer satisfaction by asking members requiring members to undertake a survey once every month. Set a collective target of the cumulative weight loss of all the members and also as individual members. This will make sure that the members have a target they can work towards, there can also be a prize for the individual that will meet his weight loss target the first and for the team that will have lost the most weight as a group. The management should also develop and provide monthly or annual reports detailing the performance of the league in respect to its members and the financial situations. This report should be the summary of the groups and programs reports that are running that are running (Chaffey, 2012).
Conclusion
The most widely used theory in this digital marketing plan was the generational theory, the theory states that consumers who are born within the same time period, which is defined as the 20 year period, states consumers have the same attitude and mannerisms as a result of the collective experiences that swayed their childhood and fashioned their understandings of the world (Chaffey and Smith, 2013).
References
Barclay, A. W., & Brand-Miller, J. (2011). The Australian paradox: a substantial decline in sugars intake over the same timeframe that overweight and obesity have increased. Nutrients, 3(4), 491-504.
Boelsen-Robinson, T., Backholer, K., & Peeters, A. (2015). Digital marketing of unhealthy foods to Australian children and adolescents. Health promotion international, 31(3), 523-533.
Chaffey, D. (2012). SOSTAC® marketing planning model guide. Smart Insights Digital Marketing. Retrieved from https://www.smartinsights.com/digital-marketing-strategy/sostac-model/
Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. (4th ed.) Routledge.
Eaves, J. S., Hughes, D. M., & Lamb, L. K. (2008). Assessing the impact of the season and rule changes on specific match and tactical variables in professional rugby league football in the United Kingdom. International Journal of Performance Analysis in Sport, 8(3), 104-118.
Kapferer, B. (2011). Legends of people, myths of state: violence, intolerance, and political culture in Sri Lanka and Australia. Pb Published (December 2011) Berghahn Books.
Lock, D., Taylor, T., & Darcy, S. (2008). Soccer and social capital in Australia: Social networks in transition. Sport and social capital, 317-338.
Russell, C., Campbell, A., & Hughes, I. (2008). Ageing, social capital and the Internet: findings from an exploratory study of Australian ‘silver surfers’. Australasian Journal on Ageing, 27(2), 78-82.
Schaarschmidt, M., & Kilian, T. (2014). Impediments to customer integration into the innovation process: A case study in the telecommunications industry. European Management Journal, 32(2), 350-361.
Skinner, J., Zakus, D. H., & Edwards, A. (2008). Coming in from the margins: Ethnicity, community support and the rebranding of Australian soccer. Soccer & Society, 9(3), 394-404.
Statistics, A. D. (2010). Australian Bureau of Statistics. Retrieved from https://www.australia.gov.au/directories/australia/abs
Stell, Marion and Salisbury, Chris (2015) “It’s bigger than the Olympics”: changing Australia through football and the 1974 FIFA World Cup. Soccer and Society, 16 2-3: 245-258. doi:10.1080/14660970.2014.961385
Taken Smith, K. (2012). Longitudinal study of digital marketing strategies targeting Millennials. Journal of Consumer Marketing, 29(2), 86-92.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708.
Vandelanotte, C., Sugiyama, T., Gardiner, P., & Owen, N. (2009). Associations of leisure-time internet and computer use with overweight and obesity, physical activity and sedentary behaviors: cross-sectional study. Journal of medical Internet research, 11(3), 105-120.
Wertime, K., & Fenwick, I. (2011). DigiMarketing: The essential guide to new media and digital marketing. New Jersey, New York: John Wiley & Sons.
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