Digital Marketing Strategy

Introduction. Situational Analysis. Market Analysis. Market Needs. Swot analysis. Customer Journey. Competitors. Critical Issues. Digital marketing strategy. Positioning. Competitor analysis. P’s. Product. Strategy. Content strategy. Website. Facebook. Nstagram. Direct mail. Customer data. Customer journey. Marketing automation. Kpi’s. Facebook / Instagram likes, shares, and comments. Brand mentions. Followers. Email conversion rate. Site Traffic. Sales Conversion Rate. Bounce Rate. Monthly sales. Bibliography. Appendix. Customer profiles. Facebook Feed mock-up. Instagram profile mock-up.

PinkHat Consultancy, established in November 2017, is a company professionalized in creating digital marketing plans for start-ups and current businesses. The company is compiled of three members: Zulheika Batista, Anca Mihalache and Zeppe Breuer.

An integrated digital marketing plan means spreading the message via several different channels.

Rangsit University, located in Bangkok, yearly welcomes new international students who are living in the area of the Rangsit University. Unfortunately, there is a problem. Students live on the other side of the campus and need to walk everyday across the campus to reach their destination, also due to the fact that there are no taxies available at the campus.

Moreover, it is most of the time over thirty degrees, or it rains during the rainy season. Both is not comfortable to walk every day.

Better Bike wants to create an online platform were students can rent bikes for a longer period. They can choose if they would like to hire the bike for whole of half semester.

Pink hat consultancy, by the hand of a structured report, is going to create a waterproof marketing plan. This marketing plan consists of the situation analysis where the overall marketing strategy of the client is discussed, the customer journey is discussed, competitors, a description of the business model and of course the customer target groups.

All of this is done to create an overall overview of the situation Better Bike is in.

Furthermore, a digital marketing strategy with objectives and the content strategy are created. Next to that the customer data is discussed.

In the end, there should be an online integrated marketing strategy which leads to the success of Better Bikes at Rangsit University.

In the following chapter, the situational analysis of the start-up company Better Bikes will be elaborated. PinkHat Consultancy considers that with good market research and a well-planned, cohesive marketing strategy, Better Bikes can be brought to a successful launch and gain profitability easily.

Better Bikes is a company that wants to focus on renting bikes for exchange students who study at Rangsit University. The reasoning behind choosing such a niche market is that the founder, works in the area and he has noticed a crucial problem that the foreigners face when coming to Thailand. They are accommodated outside campus, having to walk for at least 15 minutes everyday to the University, and the closest department store. Therefore, Better Bikes will be solving this problem, giving the students more mobility to discover the campus and what the surrounding area of Rangsit has to offer.