Analyse the challenges facing you as the newly appointed marketing manager in developing suitable marketing communications programmes for the ‘See 360’ bicycle mirror.

Assignment Brief

Marketing Communications

Assignment Brief

Learning Outcomes:

After completing the module you should be able to:

1. Identify and justify ways in which the promotional mix can be coordinated to communicate effectively with stakeholders.
2. Audit an organisation’s communications strategy.
3. Apply advertising theory to practical situations and utilise marketing research to make effective decisions.
4. Critically evaluate and select appropriate channels of communication for marketing

Assignment Task

In your role as the new marketing communications manager you have been appointed to market a bicycle mirror that is designed to enable cyclists to stay safe while out on the road. The ‘See 360’ is aimed at cyclists in busy cities who cycle to work. It can be fixed and detached easily either to the bicycle itself or the helmet.

Questions

1. Using examples from other campaigns, analyse the challenges facing you as the newly appointed marketing manager in developing suitable marketing communications programmes for the ‘See 360’ bicycle mirror.
2. (LO4) (25 marks)
3. Discuss how you would go about researching possible opportunities for the ‘See 360’. (LO3) (25 marks)
4. Taking account of the various stakeholders, which promotional tools do you suggest be used to reach the target markets you have selected? (LO1) (25 marks)
5. What would you suggest be included in the marketing communications mix. Critically evaluate the strengths and weaknesses of your campaign using examples from other marketing campaigns. (LO2) (25 marks)

Using examples from other campaigns, analyse the challenges facing you as the newly appointed marketing manager in developing suitable marketing communications programmes for the ‘See 360’ bicycle mirror.

Sample Answer

Marketing Communications Report: See 360 Bicycle Mirror

Role: Marketing Communications Manager
Product: See 360 Bicycle Mirror
Target Market: Urban commuters/cyclists in busy cities

1. Challenges in Developing a Marketing Communications Programme (LO4)

As the new marketing communications manager for the See 360bicycle mirror, I must carefully plan how to reach the right audience effectively. Several challenges may arise when creating a communications strategy for a new product:

A. Low Product Awareness

The See 360is a new product, so people are unlikely to have heard of it. The challenge is to create awareness and explain its use quickly and clearly. If the message is confusing, people may not pay attention.

B. Limited Budget

New businesses often have limited funds. I must use low-cost and high-impact marketing methods. This can include social media campaigns and influencer marketing instead of expensive TV ads.

C. Competitive Market

The urban cycling market is competitive. Other safety gadgets like lights, helmets, and smart mirrors already exist. The challenge is to highlight what makes See 360unique, like its easy attachment and wide-angle view.

D. Attention Span of Consumers

Modern consumers scroll quickly through digital content. The challenge is to make the advert catchy and memorable. Clear messages, good visuals, and short videos will help.

E. Health and Safety Regulations

Marketing safety products like mirrors may require compliance with safety standards. Making any false safety claims could damage the brand.

Example: Garmin Varia Campaign

Garmin’s cycling radar was successful because it clearly showed how the product helped with safety. The ad used real-life visuals, statistics, and customer reviews. We can learn from their focus on benefits over features.

2. Researching Opportunities for See 360(LO3)

To market See 360successfully, I need to conduct thorough market research. This will help identify the best customers, trends, and possible opportunities.

A. Primary Research

This includes data collected directly from potential customers:

• Surveys: Short online surveys to understand what cyclists want in a safety gadget.

• Focus Groups: Invite small groups of cyclists to test the product and share their opinions.

• Product Testing: Offer free samples in city cycling events and gather feedback.

B. Secondary Research

This includes using existing data:

• Industry Reports: Read reports about urban cycling trends in the UK.

• Competitor Analysis: Look at how other companies sell similar products.

• Online Forums: Check Reddit or cycling Facebook groups to see common problems cyclists face.

C. Marketing Analytics Tools

Use Google Trends, keyword research, and social listening tools to understand what cyclists search for online. This helps with SEO and future campaign content.

Example: Brompton Bikes

Brompton carried out research into cycling habits during the pandemic. They found a growing demand for foldable bikes in cities. This helped them shape their messaging. See 360can do something similar to understand commuter needs.

3. Promotional Tools to Reach Target Markets (LO1)

The promotional mix includes different ways to communicate with the audience. For ‘See 360’, we need to consider our stakeholders: cyclists, retailers, influencers, transport bodies, and safety organisations.

A. Advertising

• Social Media Ads (Instagram, Facebook): Target urban commuters aged 20–45 who show interest in cycling or fitness.

• Google Ads: Appear when people search for “bike mirror”, “cycling to work safety” etc.

B. Public Relations

• Press Release: Announce product launch to cycling magazines and local news.

• Product Reviews: Send See 360to YouTubers or bloggers who review bike gear.

C. Sales Promotion

• Discount Codes: Offer launch discounts to attract first-time buyers.

• Referral Programmes: Give a reward for every friend referred.

D. Direct Marketing

• Email campaign to bike shop mailing lists and event subscribers.

E. Personal Selling

• Partner with bike shops in major cities. Let staff demonstrate See 360and explain benefits.

F. Sponsorship

• Sponsor local cycling events or races and offer free trials.

Example: Decathlon Bike Helmets

They used simple in-store demos and online how-to videos to promote their bike helmets. This hands-on method is useful for See 360too.

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