Mahrah Ibrahim Al Ustad ID: Case Study

Transcription

1 Mahrah Ibrahim Al Ustad ID: Case Study Professor: Ode Amaize COM Spring

2 TABLE OF CONTENT Contents SWOT ANALYSIS Marketing Objectives: Competition: Creative History: Target Audience: Geography: Timing: Media Mix:... 4 Media Objectives and Strategies Target audience and media mix Reach and Frequency Scheduling and Timing Media Budget: Geography Sales promotion... 6 References

3 Village Surf Shoppe SWOT ANALYSIS Strength - They are one of a kind in manufacturing arm perfection surfboards. - Leading players in the surfing business. - Their unique in their classical traditional style of 1960s surf shops. - Their slogan Hardcore since 1969 reflects firm loyalty to the surfers. Weakness - Their website doesn t open in some region of the world, and isn t resourceful. - Small business in 44 years, they should ve expand it, and distributed their business across the states. - Increase in profit Opportunity - They can have more than one shop across the nations, using monopoly. - Expand their business variety. Threats - Limitation in publicity, regionally. - Timing depends on the weather and months. - Don t have a well-known representative such as a celebrity, just surfers. 1. Marketing Objectives: Village surf shoppe was established in 1969, they sell surfing accessories such as; surfboards, beachwear, and they also offer serving camps, rentals, and lessons. Village Surf Shoppe is located in Garden City, South Carolina. Nevertheless, Village Surf Shoppe wants to obtain 20% sales increase in the next three years using a budget of $200,000. To achieve the increase, we have to take in consideration the peak selling period of the business, which starts from April through September, but declines in the winter months. Media vehicle that has been used by the shop is: - Guerilla marketing - Village surf shoppe stickers - Village surf shoppe t-shirts - Word of mouth 2. Competition: There are many competitors that are located in the South and North Carolina areas, both Locally, and nationally. Village Surf Shoppe and the other competitors share similarities on their 2

4 products they sell, so village surf shoppe decided to expand into the inland market. There are over 5,000,000 surfers worldwide. Their competitors are: - Wallers Bear - Surf City - Eternal Wave - Ron John Surf Shop 3. Creative History: Village Surf Shoppe company sponsors surfs on regular basis, they hardly use traditional advertising that has been limited, and their publicity is generated on local news and outlets, and national surf magazines. To promote their product, their elements is to pass out stickers that are shown on cars, skateboards, and schoolbooks, and t-shirts. In addition, the shop hosts events and sponsors surf competitions. 4. Target Audience: Village Surf Shoppe target audience are Men and Women ages who are active, and have adventurous lifestyles. The audience are avid surfers that are hardcore wave riders. They are heavy consumers of recorded music, and spend considerable time on the web. Their income are less than $28,000 annually. Tourists and inland market include Village Surf target audience that is willing to drive 1 3 hours to the ocean on a regular basis. Television advertisement helps the market to grow by the popular TV program and films called North Shore, Summerland, Blue Crush, and Surf Girls. These programs have attracted females to the sport. 5. Geography: The shop is located in Garden City, in South Carolina (within the Myrtle Beach retail trade area). Their occasional publicity in local new outlets, and national surf magazines using guerilla marketing hold potential in spots market around South Carolina Area. Market areas: - Colombia, South Carolina - Charleston, South Carolina - Charlotte, North Carolina 3

5 6. Timing: Village Surf shop s peeking selling point was between April through September, since everybody went surfing in the summer sales went up. Tourists usually arrive in that period which increases the sales dramatically. The sale decreases in winter from the cold weather. 7. Media Mix: Village Surf Shoppe uses many media mix, one of them is guerilla marketing as it chief vehicle. On the other hand, they also use the internet as a vehicle, which is great as the target audience use the web considerable amount of time. In addition, many surfers get their information via , blogs, and chat rooms. They also use local TV spots, magazines, radio, and events marketing for their local marketing advantage. Media Objectives and Strategies 1. Target audience and media mix Objective: Village Surf Shoppe is composed of ages 18 24, Men and Women, who are active, adventures surfers. They spend considerable amount of time on the web, and get their information about surfing products and weather online on regular basis via , blogs, and chat rooms. The shop will purchase media to reach audience Men and Women, with income of $28,000. Strategy: We will reconstruct the Home page of the website since our target audience spend amount of time online by, closing the Village Surf Shoppe website for construction. The steps will be done by, building a new website with good connection, navigating a clear direction to the shop s spot, keeping the costumers up-to-date with any news and event present or future announcement, adding online games and connecting it with Xbox, PS3, and online PC to increase viewers and subscribers, and converge other media to the site like; Facebook, Twitter, and Instagram. In addition, we will include competitions and promotions on the website such as: - Free lessons - Surprise surfboard gift - Coupons for discount on surf accessories 2. Reach and Frequency Objective: To achieve 80% reach during the closing month of the website, through advertisement, and previews of the website with average frequency of 4.5. the goal is to get the audience

6 involved in the competitions to win our prizes and promotions. We want the customers to invest in the shop which will increase the reach of our campaign. So, we will add new structure to the business by providing them security, space, and comfort. Our reach will increase by providing our customers with accessible necessity such as; - Security: Security cameras, and guards. - Space: On beach lockers with a bracelet key provided. To put their wallets, cloths, and personal belongings. - Comfort and accessibility: Surfers Genie, a customer service provided exclusively for surfers for any necessity they need on the beach, or on the waves. Strategy: Our sales will peak on the opening of the website, and the new features it carries with it. Advertisements on social media, Including the new expansion and renovation of shop structure, will increase the net reach of our audience from 80% to 90%. 3. Scheduling and Timing Objective: The website will close September 23, 2013, and will open March 7, The competition will start April 1 to April 15, and the winner will be announced on the Radio and online April 22, Announcement of the re-launch of the website will be on Radio and TV spots starting from October 3, Strategy: After the launch of the website, competition will still go on. Spots on TV and Radio will announce competitions from April 1, 2014, and will go on. Time slots will appear for competitors to compete surfing from 2 PM, to 6PM. Radio ads will run at 2 in the afternoon for surfers who are avid surfers and hardcore wave riders. 4. Media Budget: Objective: Our budget of $200,000 will be spent on the shop expansion, and inland market ( Colombia, South Carolina, North Carolina, Charleston, Charlotte ). It will be spent on additional accessories and equipment s, and advertisement. Strategy: We will distribute our budget on inland marketing, and other necessary assess for the local market, and regional. 5

7 The $200,000 Budget: Expansion $50,000 Products $10,000 Advertisement $100,000 Web design fee $22,000 Additional fee $18,000 Total $200, Geography Objective: The Village Surf Shoppe inland market is targeted for Colombia, South Carolina, Charleston, North Carolina, Charlotte. Strategy: The geographical possibility we picked up will reach Colombia, South Carolina, Charlotte, North Carolina, and South Carolina, Myrtle Beach 6. Sales promotion Objective: Our goal is to increase sales movement, and theirs many techniques to do so, such as; social media, advertisement, giveaways, live competitions, and events. Strategy: We will use many variety of strategies to reach optimal reach. Providing promotions such as free lessons, signed celebrity skateboard and surfboard giveaway, sponsor Mega event locally and regionally. Offer prize for every new subscriber, and surfer like t-shirts, coupons, accessories, and one free lesson from an amateur surfer. Bringing new project to the business like a restaurant called the Village Surf Shack, serving cool, hip, fresh and healthy food for our armature and active surfers and loyal customers. 6

8 References Martin, D. (2011). Media flight plan. (6th ed., pp ). Provo, Utah: Deer Creek Publishing. DOI: 7